Digital marketers who have had a great deal of success with search engine optimization (SEO) using the sales funnel model may still be using the same strategy out of inertia.
Still, all indicators are that the times are changing. Those that don’t at least practice some of the fundamentals of HubSpot’s Flywheel model may be missing out on an opportunity to improve their traffic and ultimately see higher levels of online success.
With this in mind, today, we are taking a closer look at flywheels and how to optimize search engine results. Adapted by HubSpot, we’re going to examine it in detail to help you navigate this extraordinary marketing process.
HubSpot’s Flywheel and the traditional marketing funnel
The sales funnel model has been a fundamental part of orthodox SEO best practices and leverages it to attract and convert many sales leads. However, proponents of the flywheel model point out that it has a major structural flaw in client retention and in utilizing converted leads to their highest potential. In essence, a flywheel model seeks to maintain momentum perpetually rather than just needing to create a new funnel with every campaign.
In marketing terms, a flywheel is an alternative to funneling customers to a sale, but rather endeavoring to keep them in a rotation that makes the customer’s retention a priority over any particular sale.
The flywheel’s goal is the growth of the customer base and the maintenance of engagement with a brand or service so that conversions and sales can frequently happen over a long period of time. It does this by focusing on customer experience and realizing the value of the information and data engagement it provides.
When optimizing for search engines with the flywheel model, up-selling may be eschewed to provide additional value on a purchase or subscription that was unexpected. Therefore, it can delight the customer and make them excited for their next purchase rather than stacking another sales pitch on top of a closed deal.
A marketing flywheel has three main fundamentals that you will have to understand before you can optimize it for your purposes:
If you have hard numbers on these three fundamentals, you will be able to mathematically quantify the return on your investment that can be expected before you even take the wheel for its first spin.
You may start this process by determining the period of time you expect to run your campaign and the timeline you have before results are anticipated. You will need to compensate for the level of friction or resistance of your target audience you expect. Realize that friction is not an obstacle but rather an essential part of the process. A customer who is reluctant to engage with a product but has their mind changed can be the friction that propels a brand forward. Without friction, only engaging with the already sold customers, you are only spinning your wheels and never getting anywhere.
In turn, these hard sales can become valuable product ambassadors to others who feel the same way that they did. This endeavor can start small, on the most hardened of reluctant customers, or it can be made larger to incorporate a wider spectrum of sales leads. Just realize that the flywheel will do nothing if you don’t apply sufficient force to account for its velocity, size, and friction.
Are you curious about the HubSpot flywheel model and how it can help you update and refine your overall SEO strategy?
Contact us today for more information on this powerful marketing technique, as well as other tips and tricks of the trade.