It’s both. Flywheel. A marketing funnel by any other name would smell as sweet.
A method of Smarketing or inbound marketing, Flywheel is a brilliant renaming of the customer loyalty phase of the marketing funnel that those of us who have been building successful dynamic or personalized marketing funnels have incorporated into our work to ensure the capture, conversion, and retention of leads for decades.
Now, with Hubspot’s new service hub focused on automating the rote aspects of customer services to allow more intimate human connection, we can better deliver genuine customer experiences that serve our tried-and-true dialogue marketing strategies. As personalized and dynamic marketing specialists, we see the methodology maturing into smaller-footprint marketers and late adopters from the big brands such as, the healthcare or education industries starting to see the value and how all the big brands drove themselves to be big brands.
The concept from Hubspot of “flywheel” is simply harnessing the idea that each of your customers are uniquely in a different mindset, different demographics and are in the midst of exhibiting specific behaviors unique to each person’s buying cycle. The idea is meeting those customers within the electronic funnel with a dialogue that is personalized and hyper relevant to that specific customers journey. This is in contrast to one size fit all squeeze pages that have burned up their usefulness and ability to truly engage a customer.
Research has shown us clearly over the last 10 years, online buyers, shoppers and influencers will convert at 400% the rate if met in the marketing funnel with modern methods of personalized, real-time, dynamically triggered messaging which becomes instantly most relevant to that particular customer’s needs.
So that’s flywheel by Hubspot. Personalized marketing, triggered messaging, dynamic messaging, smarkketing, dialogue marketing, content marketing are all elements that are included in high performance online marketing. Its not one of these buzzwords over another, its all of them combined in the right way. The trick is getting the tech, creative, messaging and strategy all to work in harmony and scaling it efficiently. But once you do, a client can garner 10X the organic leads and 400% more conversion on the same marketing dollar with infinite scalability as we simply and efficiently (the cost of adding new segmentations is ten cents on the dollar, once we build the framework) add additional segmentations to drive more revenue and new sales.
After three decades of building high ROI marketing systems called by those of us building these funnels for decades by many things. We have never had a client that did not think it was the best thing they have ever done. Small, midsized or multi-billion dollar brands. Integrated online and offline, real-time, on-point customer experiences, matched to the customers buying cycle, works at any scale.
If you want to know more about the science of Neuromarketing and the F model, this type of real-time marketing thinking is driven from (smarketing) then, see the book Neuromarketology to understand the methodology that introduced this science and also details the concepts from the ground up.
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