In the B2B industry, businesses are finding the traditional sales funnel a little outdated and unmanageable. It leads them to adapt the flywheel model which is much more agile and sustainable. While funnels are linear, the flywheel focuses on customer delight and retention, cultivating returning long-term relationships with customers, to naturally propagate growth through advocacy and success.
This change involves a fundamental strategic revamp. That’s where a digital marketing agency Los Angeles can help make the process smooth and successful.
In this guide, DigiEvolve agency, the best digital marketing agency in USA will dive into how digital marketing agencies are assisting B2B companies break free from antiquated sales funnel methodologies and revamping their marketing strategy to a customer oriented flywheel model that will generate long term growth.
Let’s get started!
Funnel vs Flywheel
Before we get into how a digital agency make the move possible, let’s explore the basics of what sets the traditional sale funnel apart from the flywheel.
The Sales Funnel
In B2B marketing, the sales funnel has been, and continues to be, the prevailing methodology. It progresses in a completely linear way:
- Attract: Leads learn about your brand through ads or other marketing messages.
- Convert: Nurture leads and convert them into customers.
- Close: A sale is completed and the prospect is transitioned to the post-sales team.
This is effective for many businesses, however, the funnel has its limitations. It makes this assumption that the customer journey is complete at the point-of-sale, which just isn’t the reality for today’s consumers.
The Flywheel
In contrast, the flywheel model is a more holistic framework which acknowledges that the customer experience isn’t finished once they make a purchase. Rather it sees a customer as a continuing part in the evolutionary process. The flywheel is composed of three main stages:
- Attract: Similar to the funnel, but it’s all about creating good content and making friends.
- Keep Engaged: Keep the customer engaged with personalized experiences, great customer service and appropriate content.
- Delight: Satisfied customers turned into advocates who refer others, return for more and offer praise.
The flywheel doesn’t stop after the sale, it continues to spin, powered by happy customers who help generate new business. To implement any type of shift of thinking and operating into this new model, you must undergo a change of strategy, which is where a digital marketing firm comes into the picture.
Role of Digital Marketing Agency Los Angeles in Process of Transition
A digital marketing agency is key in helping steer B2B companies through the transition from funnels to flywheels. It also requires more than a tweak to marketing tactics. However, an overhaul of the entire customer experience to continue to delight customers well beyond the point of purchase.
Here are some ways a digital marketing agency supports B2B companies in adopting the strategy of the flywheel:
- Customer Oriented Strategy Making
The first move in the process of moving to a flywheel is to transition focus towards the customer. A digital marketing agency Los Angeles assists companies in shifting their focus toward customer satisfaction and long-term engagement.
This involves:
- Customer Journey Mapping
Outlining the critical touch-points and optimizing the experience end-to-end, from the point of Awareness to post-purchase support.
- Content Personalisation
Producing content that responds to the needs of the customer at different stages of their journey, while continually engaging them. By understanding the specifics of your customer base, a digital marketing agency makes sure that your effort extends beyond capturing leads.
- Access to Data
One of the most important aspects of working with an internet marketing agency is the access to data. Agencies gather and analyze data on customer behavior to assist B2B companies in making well-informed choices and continually improving their marketing strategies.
Here are just a few methods by which a digital marketing agency uses data:
- By figuring out what drives your prospects to purchase and the reasons your customers are staying.
- Continuing to measure how consumers are interacting with your brand, whether it’s on your website, through the newsletters you send, or on social media.
- Applying learning to adjust content, messages and customer views to drive better engagement.
These are the insights that help businesses transition from hoping for one-time conversions to enabling a powerful long-term engagement model that fuels the flywheel.
Marketing, Sales, and Service Integration at All Touchpoints
The Flywheel model is dependent upon seamless cooperation across all departments like marketing, sales and customer service. A digital marketing agency Los angeles, makes sure these departments are all working in sync providing one seamless customer experience.
They do this by:
- The convergence of marketing and sales. Marketing brings in the leads, sales drives them to close, and the customer is involved throughout.
- Great Customer Service. After the sale is made, an integrated customer service department can ensure the customers are satisfied and happy with the company, possibly even turning them into cheerleaders.
The agency guarantees these teams work towards large common goals, leading to a mental feedback loop of involvement and joy.
Fundamentals of Flywheel Success
Transition to the flywheel model means adopting certain tactics that are more customer-centric and retention-focused.
A digital marketing agency Los angeles uses the following tactics to assist B2B companies in success:
- Content Marketing
Content marketing isn’t solely about acquiring new better leads, but about giving value in every stage of your customer’s journey.
What does a digital marketing agency do?
- Write a post that will still be applicable in a year, getting traffic and comments for years to come.
- Send the right-message, to the right customer at the right-time, based on everyone’s unique needs and pain points for their life cycle.
- Search Engine Optimization
SEO is a very important part of the flywheel model, helping you get found by the right people at the right time. A digital marketing agency uses sophisticated techniques to improve your rank and draw organic traffic:
- On-Page SEO – Structuring and crafting a website to boost your search engine rankings.
- Off-Page SEO – Generating backlinks and boosting your website’s domain authority in order to direct referral traffic.
B2B companies that succeed in playing to the flywheel’s dynamics are able to capture would-be customers at every stage by targeting search engines.
- Social Media Engagement
Social media is also a valuable asset when it comes to continued customer retention. A digital marketing agency in the USA helps businesses create interactive and engaging social media campaigns that encourage two-way communication and foster relationships.
- Community Building – Stimulating communications and engagements on social platforms to convert customers to brand advocates.
- User-Generated Content – Sharing reviews, testimonials or success stories that showcase happy customers.
By staying engaged in social media activity, companies move the flywheel.
- Customer Feedback Loops
Feedback loops are key in the flywheel model. How do a digital marketing agency and your business work together to facilitate this level of data gathering?
A digital marketing agency assists in executing tactics that help B2B companies collect feedback and subsequently make corrections.
These include:
- Feedback for client satisfaction purpose and place of Improvement.
- Score based on how loyal customer is and the chance of referring your business.
The customer voice helps to keep your business focused on the customer experience, which builds loyalty and repeat business.
4 Advantages of the Flywheel Approach for B2B Growth
The transition to the flywheel makes sense in a ton of ways, especially for B2B companies hoping for exponential growth:
- Increased Customer Retention
By incentivising ongoing commitment and keeping customers happy, you can lower churn rates and create lifelong customers.
- Increased Referrals and Word-of-Mouth Marketing
Happy customers will create referrals, continually filling your leads pool, which will spike your sales without any additional cost.
- Better ROI
As the flywheel is about long-term engagement and retention, the ROI grows over time as your customers return.
- Scalable Growth
The flywheel model is inherently scalable. Once you put it in motion, it takes less and less strength to keep it running. The more customers you have the more life gets easier.
Choosing the Right Marketing Agency
If you’re wanting to move away from the sales funnel and onto the flywheel, you should work with a well-practiced digital marketing agency such as DigiEvolve’s Marketing Agency.
Here’s why:
- Customized Strategies
At DigiEvolve we know that each business is unique and we create customized strategies to meet your goals.
- Analytics Driven
DigiEvolve focused on analytics, makes sure there is data behind every move to keep the execution sharp and improving.
- Proven Success
DigiEvolve has a history of success helping B2B companies make the switch to the flywheel.
Wrapping Up
The shift from the traditional sales funnel to the flywheel model is a savvy one for B2B companies that are interested in predictable and sustainable growth.
With DigiEvolve agency, we’ll help you transition to digital even if initially challenging, and make sure you are able to engage, satisfy, and retain your customers over the long run.
Contact us today!
