Savvy marketers are abandoning the traditional sales funnel, and instead are taking advantage of a Marketing Flywheel to attract, engage and delight potential customers. As the flywheel seamlessly attracts more customers, becomes more engaging, and adds more delight, it will spin faster and faster to grow your business.
Phase 1: Attract with locally relevant advertising
Mobile shopping allows customers to access the information they need at the time that is most relevant. Attract those customers at the right moment with advertising that is locally targeted. Searches with local intent, such as “near me”, continue to rise and properly-placed advertising reaches these customers with advertising that will provide the details they need to shop locally.
Attract locally with the following channels:
When you maximize the power of local advertising to attract potential customers, you keep the flywheel moving in the right direction!
Phase 2: Engage
Optimize for conversion
As you visualize your customers at the center of your flywheel, consider optimal ways to provide the information that they may need to take the next step in their purchase journey. When they arrive at your website or campaign landing page, the information provided should answer their questions, provide value, and allow them to confidently make a purchase decision. You may offer the ability for the customer to request a quote, schedule a demo, or book an appointment, and any of these next steps will help you solve your customers’ needs.
Are there any steps in your process that you could make easier for the customer? For example:
And remember that conversions can happen in-store or online. Customers may be shopping in your store to see or demo a product, but they are likely on their phones as well, confirming product details and comparing prices. No matter where the customer is, your ability to quickly provide information to your shoppers will help convert them into customers. Provide a convenient customer experience throughout their shopping journey to engage with them, and encourage them to make a purchase.
Phase 3: Delight
Build a long-lasting relationship
Customer service after the sale is key to maintaining your flywheel momentum. Today’s customers have many purchase options for the products they need and are willing to spend their money elsewhere if they have a negative shopping experience. Once you have attracted and engaged your customers, delight them with positive customer experiences to build their loyalty and positive feedback.
Consider the following ideas to delight your customers:
Think of your Marketing Flywheel as an opportunity to continue the conversation with your customers, building on your momentum and finding new ways to reduce any friction in the process. By attracting, engaging, and delighting your customers, you’ll see continued growth and success for your business.