Our 360° experiences are designed to support our customers in their Sales and Marketing processes and have proven to be very useful as a part of inbound marketing and lead generation processes.

In this blog post, we’ll be using the HubSpot flywheel to illustrate how 360° experiences can assist you in each of the different phases of the flywheel.

Read more below…

A marketing flywheel??

Most marketing and sales professionals are used to seeing funnels over and over again as a way to describe customer acquisition. For years, the funnel has been the go-to inbound model around which companies structured their business strategies – and with success.

However, these days word-of-mouth and customer referrals have become increasingly important aspects that influence purchase decisions and that’s exactly where the funnel model falls short.

As the people at HubSpot describe it: “The funnel views customers as an afterthought or output, not as a driving force”. Funnels are good at generating customers but don’t take into account how the same customers can help you further grow your business.

The flywheel, unlike the funnel, places customers at the center of it all and focuses on how to attract, engage and delight them in order to create momentum by turning prospects into happy promoters.

Read more about why the flywheel model is a more effective customer acquisition methodology on the HubSpot website.

Inbound Marketing Flywheel (source: HubSpot)
Attracting customers (source: HubSpot)

Attracting customers

In order to get more customers you first need to attract your target audience and buyer personas to your website. You don’t want just anybody visiting your website. You want visitors that are the most likely to become qualified leads and eventually happy customers.

Prospects crave content that’s relevant, informative and exciting. You need to give them a reason to visit your website and creating useful and engaging content is crucial when doing so.

Some common types of content are blog posts, video’s, ads and social media posts and of course… 360° experiences. 

Because of their interactive and visually appealing nature, 360° experiences are the ideal way to attract visitors and inform them about your product offering in an intuitive and fun way.

Successfully drive traffic to your own virtual tour by posting about it on social media channels, blogging about it, linking to it using website banners or by including an image-link in your email footer. It’s easier than you think to spark curiosity in readers and recipients when you invite them to take a look around in 360°.

Now that you’ve attracted interested visitors, the next step is to engage with them… 👇🏻

Engaging Customers

Thousands and thousands of blog posts have been written about best practices to optimize landing pages for lead generation. What if we told you that a 360° experience is like a lead-generating tool unlike anything you’ve ever seen before?

A classic landing page typically contains an image or video and a contact form but has limited engagement potential. 360° Experiences on the other hand are geared towards stimulating and activating visitors through interactivity.

They can help online visitors make well-informed decisions by enabling them to easily find the information they’re looking for themselves, without having to reach out directly. An easy conversion path is provided for visitors that are activated and would like to make a purchase or request additional information.

Prominent Call To Action (CTA) buttons and forms are being used to capture relevant lead information of prospects visiting a 360° experience. These Marketing Qualified Leads can then be automatically fed into your CRM tool for further sales follow-up.

Engaging customers (source: HubSpot)
Delighting customers (source: HubSpot)

Delighting Customers

In the final stage of the flywheel, sales and service strive to turn prospects into loyal brand advocates by delighting them with a great purchase experience and an amazing customer support.

Whereas customer satisfaction occurs when you simply meet the expectations of your customers, customer delight goes a lot further.  Customer delight is exceeding the expectations of your customers by providing them a customer experience they’ll want to share with their network.

One way to make sure your customers are delighted is to request feedback from them on what you’re doing well and how you could further improve your service. This can be accomplished by integrating a Net Promoter Score (NPS) survey into your 360° experience.

Being helpful is another effective way to delight your customers. Self-service tools such as bots are handy to identify what visitors are interested in and directing them to related parts of the 360° experience. In-experience Live chat can be used to give visitors the chance to ask questions from within the virtual experience.

Customers first... always !

At the center of the flywheel we find the most important part of your inbound strategy (and your business as such)… your customers !

You can have the best products there are… without customers your business will not be able to survive.

By placing your customers at the center of your business you will automatically make sure they enjoy doing business with you and they will be a lot more likely to promote you within their network. A positive experience at every stage of the customer journey should be your top priority and is the best way to build customer loyalty.

The good news is that we’re here to help you with that. In the coming weeks, we’ll be creating individual blog posts that will go into more detail about how our 360° experiences can be used in the different phases of the flywheel to provide an awesome customer experience. So be sure to keep an eye out on our blog !

Want to learn more about how interactive 360° experiences can support your inbound marketing strategy?

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