Our experience shows that starting a digital marketing job is really the most difficult, laborious, and in some cases demotivating. It’s like trying to make a fire in the middle of a forest without matches: it will take several attempts to strike one stone against another until a small spark finally strikes the straw.When the spark reaches the straw, the fire spreads naturally and growing, as the straw was ready to be consumed by the flames. The first effort should always be more intense, like a car that needs starting in order to be able to walk. This is what Moz CEO Rand Fishkin called Flywheel Marketing.

Importance of long term investment

flywheel marketingThe Flywheel Marketing concept can easily be applied to content marketing tactics and inbound marketing methodology, which require larger initial efforts (investments, planning, persona building, shopping journey, etc.) to get in the way.

Flywheel is the word that defines the flywheel, which is responsible for accumulating thrust energy to keep the engine running without the need to expend more energy (eg combustion or electricity) in a self-sufficient process.

So you can apply this logic to digital marketing, making it clear that the initial energy required to build and execute a successful project is huge at first, but then the effort to continue or improve will always be less.

After the push, it’s just rocking

The French novelist Abel Bonnard already said: “walk backwards? Only if it’s to get momentum. ” Very few know about his work, but his phrase is very popular and applies to the concept of Flywheel Marketing.

flywheel marketing impulse

As well as your digital marketing strategy is well structured, you must always revise it to find opportunities for improvement. In this process, you have to be persistent, because the mistake carries a great learning and can show you new possibilities. You can not give up if the result achieved at the beginning was not as planned.

For those who do not know, Moz is one of the references in SEO (Search Engine Optimization). Therefore, Impulse Marketing is based entirely on the work of search engine optimization and positioning.

We’ve talked a little bit about how to get good ranking and lead generation using SEO techniques coupled with content marketing here on the blog. If you haven’t read it yet, it’s worth knowing.

The initial work is usually hard as it will be done with few immediate results in most cases and it is necessary to make investments (smaller than in traditional media).

To do the job, you need to be or rely on an SEO analyst, a professional who specializes in running search engines such as Google, YouTube, and, more recently, Facebook. Yes, these last two are also search engines. With the knowledge in hand, the SEO analyst seeks best practices to always keep a company well positioned in search when a potential customer consults Google, for example.

flywheel marketing boostAs you can understand, SEO strategy requires a lot more work and dedication, and certainly financial investment. However, the results generated will be more significant and lasting for the company, as they will be organic.

People who came to the site through this strategy did so on their own initiative, without a link saying “Click Here” or with some unmissable but perishable offer. They came to the company because they noticed that she had something to offer them. And that’s exactly the momentum we want, after that, the work packs and starts to grow.

You must be willing to apply Flywheel Marketing.

In a post, Rand Fishkin explains the concepts of Boost Marketing. The name “Flywheel” refers to the idea of ​​a wheel that needs effort to make the first spin. Then with the same effort the wheel spins faster and faster until it can feed itself from the initial thrust.

flywheel marketing rand fishkinFishkin establishes three rules for improving the results of those who intend to adopt Boost Marketing:

  1. Willingness to invest more money, resources, and time in a Boost tactic than in other types of digital marketing approaches;
  2. Willingness to experiment, make mistakes and learn from mistakes, as it is a strategy that must always be refined;
  3. Willingness to understand the different digital channels. Flywheel involves experimenting with unexplored channels and a pioneering dose to innovate on less traditional fronts. If something goes wrong, remember item 2.

The idea, in the end, is that yes, the company will spend a lot more, have a lot more work, and will spend a lot more resources and time to get started on the Boost Marketing strategy.

However, when it is possible to pack, that is, the planned results begin to appear and to be surpassed, the costs tend to decrease or to be absorbed more easily.

After all, the company that had 100 customers and spent an “x” value to tap its strategy will win 1,000 customers and continue to spend the same “x” value.

Got a question or have something to say about Flywheel Marketing? Tell us there in the comments. It will be a pleasure to answer you.

Originally posted January 26, 2016. Updated April 26, 2016.