Revealed: How Marketing Inception and the Flywheel Concept can help your Business
Having trouble Scaling your business or being effective in marketing?
Consider the Flywheel and Marketing Inception concepts…
OLD: Marketing funnels are a one-way street – get them in, push them through, until they consume. Nurturing is secondary and still focuses on getting the customer to spend.
NEW: Flywheels are about efficiently storing and efficiently using energy…In business, it refers to a customer-centric model where all energy is focused on the customer, long term, and how the business and can build and increase momentum serving the customer. It revolves around the customer in attracting, engaging, surpassing their needs (delight). Amazon has been touted as a great example where it is a self-perpetuating machine with one thing feeding another always focused on the customer experience and ease e.g. platform to sell products, create products, fast delivery, returns, great experiences lead to more products and more sales, leads to acquisition and expansion… the machine grows and feeds from itself like a tornado gathering momentum. It creates momentum with customers that sustainably increase their Lifetime Customer Value (LTV) to the business through increased purchases and transactions
Marketing inception is a term to describe how the core offering has all components you need for marketing contained within your product offering. Each part or component can tell one part of the story, each part can generate specifically focused leads that fit into a bigger scheme. The benefit is there is rarely one Avatar for a business. Yet many campaigns focus on one holy grail. Inception allows access to all avatars or target audiences and uses singular components or specific messages to address individual pain points or multiple problems of assorted audiences.
All marketing is therefore focused, efficient and the lead costs are reduced. It is great for an ascension model where things are sold little by little and escalated to your big offering, however, it can also work directly with descending models because you can engage audiences at all levels of the spectrum without compromising one offer over another.
Combining the Flywheel and Inception models is a powerful way to scale and efficiently market. It all revolves around your customer. Yes…that old chestnut!
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