The marketing flywheel is a concept that marketing should be thought of differently to the traditional ‘funnel’ concept. The funnel views marketing as taking prospects from awareness through to conversion to your product or service. Interactions with clients from this view have a beginning, middle and end and do not accumulate.
The flywheel in comparison views your marketing activities in a self perpetuating loop. Clients are attracted, engaged and delighted, leading to more attraction, engagement and delight. This changes the focus of marketing onto facilitating an accumulative approach to marketing.
Practically speaking, the marketing flywheel encourages you to do two things. First, view marketing as supporting the entire process of dealing with customers, not just generating sales. Secondly, to invest into delighting your existing customers in order to support future growth whether that be with superior service, products or client management.