Stop Focusing on Funnels: Broaden Your Perspective
Yes, you read that right. It's time to rethink the conventional wisdom around funnels. Despite what every so-called guru preaches, everything you do in marketing is essentially a funnel. Whether it’s your website, email marketing setup, or social media presence, it’s all part of a funnel. The problem isn’t the funnel itself but the overhyped narrative surrounding it. Instead of being bogged down by funnel frenzy, it’s time to shift your focus to building a flywheel.
Why Funnels Fall Short
Funnels are inherently limited. They often leave significant revenue on the table. In contrast, a flywheel is designed to continuously generate momentum, capturing more value over time. So, what exactly is a flywheel? In marketing jargon, it’s a term we use to sound knowledgeable, but at its core, it's all about word-of-mouth marketing. The flywheel is customer-centric, and that’s where its true power lies.
The Power of the Flywheel
You don’t need a gimmicky product or flashy marketing tactics to outshine your competitors. What you do need is a relentless focus on your customers. Everything you do should aim to help customers and make them feel valued and heard. Respond to all emails (excluding trolls and spam) within 48 hours, ideally within 24.
Implementing a Flywheel Strategy: The Five-Email Chain
First Email
A simple thank you for your purchase, with a reminder that order processing takes 3-5 days, though we aim to expedite this whenever possible.
Second Email
Upon order placement, send an email that says: “Hello [First Name], we hope this email finds you well. We wanted to let you know that our team is now hand-picking and packing your order to ensure top quality. We will provide a tracking number once it ships.”
Third Email
When the order ships, send another email: “Hello [First Name], thank you for your purchase. Your package is on its way, and here is your tracking number.“
Fourth Email
On the day the order arrives, send a thank you email: “Hello [First Name], we hope you enjoy your product. If you have any questions or comments, please reach out to us at [Email Address].”
Fifth Email
Two weeks after delivery, follow up: “Hello [First Name], we hope you are enjoying your purchase. Did you know you can [use the product in a specific way]? We would appreciate a review of our product. As a thank you, here is a 10% discount on your next purchase.”
Engaging on Social Media
To keep your flywheel spinning, actively engage with your audience on social media. Respond to comments using the person’s username, and provide genuine replies rather than generic responses. This personalized interaction shows your customers that they are valued individuals, not just numbers.
Building a Sustainable Flywheel
When your customers feel genuinely valued, they will share their positive experiences with their network, driving new traffic to your website and social media. This organic word-of-mouth marketing is powerful and self-sustaining. However, be cautious—negative word-of-mouth can spread even faster and harm your brand. Always be genuine, apologize for mistakes, and strive to make things right.
Addressing Negative Reviews
Negative reviews are inevitable, but how you handle them is crucial. Do not hide from criticism. Address negative reviews openly, learn from them, and use them to improve your brand. By doing so, you demonstrate your commitment to customer satisfaction and continuous improvement.
In summary, stop fixating on funnels and start building a flywheel that keeps your customers at the center. This approach not only drives more revenue but also creates a loyal customer base that advocates for your brand.
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