How does the flywheel work?

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The prospect is first attracted with relevant content, and their interest is piqued (Attract). If they convert to a lead, the relationship should be nurtured through ongoing interaction with the lead (Engage). Ultimately, the goal is to delight the customer throughout the entire buying experience in order to convert them into a satisfied customer (Delight). This momentum from a satisfied customer can then be used to retain them as a customer and gain them as an advocate.

The flywheel uses long-term effects in its cycle to maintain and further build on the estonia phone number data momentum gained in the buying process. If you use your marketing energy not only to attract customers, as in the funnel, but also to keep the wheel turning, that is, to inspire prospects and customers, then the wheel will continue to turn on its own thanks to the momentum gained. Logical, right?

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HubSpot founder Brian Halligan compares the flywheel to a flywheel that, once it gets going, can be kept running with little energy. A classic example of a simple flywheel that everyone is probably familiar with is the spinning top, which, with sufficient momentum and new, small impulses, keeps spinning. Halligan also says: "The greatest threat to a company's growth in the coming years is not the competition, but a poor customer experience." If you look at the current purchasing and information-gathering behavior of potential customers, you realize that many decisions are made based on recommendations and reviews. Potential customers ask questions on social media about other people's experiences and do a lot of research online and on social media channels. But the biggest, and not insignificant, purchasing decision is based on personal recommendations. I know this myself: I often prefer to ask friends for a tip or recommendation for a good restaurant or auto repair shop. Or which vacuum cleaner they use. This new purchasing behavior of prospective customers must lead to a rethinking of customer relationships within companies. Above all, for a long-lasting customer relationship and sustainable growth, the (potential) customer must be viewed as a person and not just as a number. Only then can a valued relationship and, consequently, an excellent user experience be achieved.