Portland, Oregon
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We’re HubSpot Inbound Certified!

I’m proud to announce that Zwick Web Services is HubSpot Inbound Certified as of October 3rd!

As they say in the certificate: “They have been tested on best practices and are capable of applying them to develop a flywheel business model that attracts, engages and delights prospects and customers.”

What is the Flywheel Model, and why should I care?

The Flywheel Model is a new approach to business relative to the traditional “funnel” method.

In this old model, Marketing presents an offering to the public, sometimes trying to force or trick someone into giving their attention. Sales will take the leads Marketing provides and tries to turn them into customers. They pass these customers on to Customer Service, who tries to keep them as long as possible.

The goal of the Flywheel model is similar. In their words, it’s to Attract, Engage and Delight your customers. What that means is to restructure your business to do three things:

Attract: Earn your people’s attention, don’t force it. Attract visitors with useful content and eliminate barriers as they try to learn about your company
Engage: Open relationships, don’t just close deals. Enable buyers to engage with you on their preferred timeline and channels. Tie sales incentives to customer success, not just close rate.
Delight: Tie your success to your customers’. Shift resources to be more effectively distributed throughout the entire customer experience.


That’s great and all but why should I care, again?

That’s simple. Traditional marketing just isn’t working the way it used to, and customers don’t want to be sold to. They want to work with companies that share their values. They want to work with brands with personality. Companies that bring them value before, during and after the sale. You can demonstrate all of that with an Inbound strategy focused on Content Marketing.

Google plays into it. It’s no coincidence that a dozen blog posts on every subject known to people are on the internet now. Creating content creates more pages with search terms coming back to your site, and in the market today, people trust blogs and guides more than traditional paid advertisements. When paid Google ads are as expensive as they are, every little bit helps.

Social Media plays into it. Social media is increasingly important for sales, marketing, and customer service teams. The key to successful social marketing is content creation – People share and engage with useful content a lot more than ads. Without engagement, it’s hard to say whether your activity had value or not.

When you spend your time producing and sharing branded resources that help your target market accomplish their goals, more often than not they will come to you when they need what you offer.

If you’re struggling to get found online, reach out today. We’ll be happy to help develop an Inbound Certified marketing strategy for you and execute it for you.

I’ll be updating the blog as we acquire more credentials. Stay tuned!