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<p style="text-align: justify;"><span id="docs-internal-guid-9817e20a-7fff-d6cc-9ea5-7da41127943a"><span style="font-size: 12pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; vertical-align: baseline; white-space-collapse: preserve;">Imagine a customer journey. In the traditional marketing world, it's often visualized as a funnel: a broad opening to attract prospects, narrowing as they move towards conversion and (hopefully) becoming paying customers. But what if there's a better way? Enter the flywheel approach, a customer-centric model that focuses on creating momentum and loyalty. Let's dive into the key differences between these two models and see which one propels your business forward.</span></span><br></p>
Discussion*
<h2 class="" style="text-align: left;"><b style="" id="docs-internal-guid-f951a123-7fff-6fba-f2f3-2270ae8af929">The Funnel: A Classic with A Flaw</b></h2><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The funnel has served marketers well for years. It's a clear, structured approach to attracting, engaging, and converting leads. Marketers fill the top of the funnel with awareness campaigns, social media efforts, and </span><a href="https://theiidm.org/courses/2/" style="text-decoration:none;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">content marketing</span></a><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">. Qualified leads then move down the funnel, nurtured through email sequences and targeted messaging, ultimately converting into sales.</span></p><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">However, the funnel has a significant limitation: it treats customers as the end goal, not the beginning of a lasting relationship. Once a customer exits the bottom of the funnel, the focus shifts back to attracting new prospects, creating a constant need to refill the top. This can be expensive and overlooks the immense value of loyal customers.</span></p><p><b style="font-weight:normal;"><br></b></p><h2 class="" style="text-align: left;"><b style="">The Flywheel: Building Momentum with Delighted Customers</b></h2><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="background-color: transparent; color: rgb(0, 0, 0); font-family: Arial, sans-serif; font-size: 12pt; white-space-collapse: preserve;">The flywheel flips the script. Imagine a giant flywheel, gaining momentum as it spins. In this model, happy customers are the force that keeps the flywheel spinning. The flywheel has three core stages: Attract, Engage, Delight.</span><br></p><p><b style="font-weight:normal;"><br></b></p><ul><li style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Attract:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Similar to the funnel, you still need to attract potential customers. Here, content marketing, social media engagement, and </span><a href="https://theiidm.org/courses/5/" style="text-decoration:none;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">SEO</span></a><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> play a crucial role.</span></li><li style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Engage:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Once you have their attention, it's time to build relationships. Provide valuable content, offer exceptional customer service, and foster two-way communication.</span></li><li style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Delight:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> This is where the flywheel truly shines. Go beyond basic satisfaction. Exceed customer expectations, create a sense of community, and prioritize their success. Delighted customers become promoters, referring friends, leaving positive reviews, and remaining loyal for the long run.</span></li></ul><p><b style="font-weight:normal;"><br></b></p><h2 class="" style="text-align: left;"><b style="">The Flywheel Effect: A Perpetual Cycle of Growth</b></h2><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="background-color: transparent; color: rgb(0, 0, 0); font-family: Arial, sans-serif; font-size: 12pt; white-space-collapse: preserve;">The beauty of the flywheel lies in its cyclical nature. Delighted customers generate referrals and positive word-of-mouth, attracting new prospects (Attract). Engaging content and exceptional service keep those prospects coming back (Engage). The more momentum you build through customer delight, the faster the flywheel spins, bringing in new customers organically and at a lower cost.</span><br></p><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Here's how the flywheel trumps the funnel in several ways:</span></p><ul><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Customer-centric:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> The flywheel prioritizes customer experience, fostering loyalty and advocacy.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Sustainable growth:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Delighted customers generate organic growth, reducing reliance on constant lead generation efforts.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Momentum building:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Positive word-of-mouth amplifies your reach and attracts new customers more efficiently.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Data-driven decisions:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Customer feedback becomes a core focus, allowing you to refine your approach and improve the flywheel's spin.</span></li></ul><p><b style="font-weight:normal;"><br></b></p><h3 class="" style="text-align: left;"><b style=""><font color="#000000">Is the Flywheel Right for You?</font></b></h3><p dir="ltr" style="line-height:1.38;text-align: justify;margin-top:0pt;margin-bottom:0pt;"><span style="background-color: transparent; color: rgb(0, 0, 0); font-family: Arial, sans-serif; font-size: 12pt; white-space-collapse: preserve;"><br></span></p><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="background-color: transparent; color: rgb(0, 0, 0); font-family: Arial, sans-serif; font-size: 12pt; white-space-collapse: preserve;">The flywheel approach isn't a magic solution, but it's a powerful tool for businesses that prioritize long-term customer relationships. Here are some signs the flywheel might be a good fit:</span></p><ul><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You offer a product or service with repeat purchase potential.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Building a loyal customer base is crucial for your success.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You have the resources to invest in exceptional customer service.</span></li></ul><p style="text-align: left;"><b style="font-weight:normal;"><br></b></p><h3 style="text-align: left;" class=""><b style=""><font color="#000000">Making the Switch: From Funnel to Flywheel</font></b></h3><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Transitioning to a flywheel approach requires a shift in mindset. Here are some key steps:</span></p><ul><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Redefine customer success:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Move beyond basic satisfaction, aim to create promoters.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Invest in customer experience:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Every touchpoint matters, from onboarding to post-purchase interactions.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Empower your customer service team:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Give them the tools and resources to go the extra mile.</span></li><li style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Gather and analyze customer feedback:</span><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Use this data to continuously improve your flywheel.</span></li></ul><p><b style="font-weight:normal;"><br></b></p><hr><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: center; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"><span style="border:none;display:inline-block;overflow:hidden;width:624px;height:417px;"><img src="https://lh7-us.googleusercontent.com/AH8X_jAFIdcPxCt_8HqwKlw116PS99LLYaFN5qtJusiBVqxaiILt7OG-DPMElnK1dftXdxxlSYN5zylW5cpJ5QhbuA9VNUbIk0QFm57in1F5Y2kQO5HbCQD_2uziVpaSBmhRAmz3CeM3GehEysa2rnc" width="624" height="417" style="margin-left:0px;margin-top:0px;"></span></span></p><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:12pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The flywheel and funnel aren't necessarily mutually exclusive. You can leverage the funnel's strengths for initial lead generation while nurturing those leads through a flywheel approach. Remember, the key to success lies in building lasting relationships with your customers. By focusing on delight, you'll create a flywheel effect that propels your business forward for years to come.</span></p>
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