Beyond the Funnel: Embracing the Marketing Flywheel for Continuous Growth
At Timmermann Group, we recognize that the modern customer journey is dynamic and ever-evolving. Traditional full-funnel marketing has long been the standard, but just as business evolved, so must the approach to marketing. Funnels focus on guiding customers through a linear path that ends at conversion but often neglect the critical importance of cultivating momentum. That’s why we embrace the flywheel as the best model for marketing in today’s landscape.
The flywheel represents a continuous, self-sustaining cycle of growth. By applying more force—like SEO, PPC, and content marketing—to attract and engage customers, and by removing friction—like poor user experience or unclear messaging—we can keep the wheel spinning faster and stronger. The faster your flywheel spins, the greater the momentum you build, driving results that don’t just stop at conversion but fuel long-term success.
Demand Creation
Adding Force
This stage is all about adding force to the flywheel — igniting curiosity and interest through strategies like targeted advertising, public relations, and content marketing. These efforts create the energy needed to drive growth and engagement.
Demand Capture
Sustaining Momentum
With the flywheel in motion, you need to be able to capture customer demand by meeting them where they’re actively searching. SEO, PPC campaigns, and optimized website experiences channel that momentum toward your brand, ensuring that your audience considers your offerings instead of your competitors’.
Demand Conversion
Removing Friction
To keep up the momentum, we reduce friction by making it as easy as possible for your audience to move from interest to action. Through tailored website design, conversion rate optimization, and seamless user experiences, we transform leads into loyal customers.
Demand Cultivation
Accelerating Growth
Unlike the funnel, the flywheel doesn’t stop at conversion. We nurture relationships to generate repeat business and advocacy, turning satisfied customers into brand ambassadors. Strategies like loyalty programs, email campaigns, and personalized engagement build trust, ensuring long-term growth.