A mechanical flywheel effectively stores energy and is used to increase a machine’s momentum. In marketing, the flywheel concept is used to describe the momentum that drives a business’s growth.

The three main flywheel phases to promote a positive customer experience are:

  • Attract
  • Engage
  • Delight

Flywheel marketing focuses on one main goal, and forces the business to come up with tactics in order to achieve it. Make Web Better  created the graphic below to demonstrate how a flywheel works compared to how a sales funnel works.

It’s important to note that friction disrupts a flywheel. Because happy customers are the energy, the friction includes anything that disrupts a customer’s experience.

In order to keep the momentum of your flywheel and drive business growth, look out for potential friction sources.