Ep.80 Choosing the Right Growth Model for Your Business
With Maria Lloyd
Episode Description:
This episode focuses on the importance of customer funnels and how they provide the systems and processes necessary to serve customers effectively. We delve into the intersection of various marketing models, highlighting the contentious debate between traditional funnels and circular “flywheel” model proposed by HubSpot. The interview then highlights Maria’s framework—the AICAL model—which focuses on Awareness, Interest, Consideration, Action, and Loyalty to ensure a holistic approach to the customer experience.
Listen to the episode
Episode Time Codes
00:00 Introduction to funnels
00:18 Why you need a funnel
00:27 Negatives of a funnel
00:54 Hubspot’s Flywheel model alternative to a funnel
01:28 Find what works for you!
01:50 My preferred funnel | AICAL
02:30 Awareness phase
02:53 Interest phase
03:51 Consideration phase
05:09 Action phase
06:01 Loyalty phase
07:05 Be patient! This will take time.
08:11 Your turn! What are your phases?
Growth Models
Hubspot’s Flywheel Model
Hubspot presented this as an alternative to the traditional funnel. It is circular and consists of three phases: attract, engage, delight.
Key takeaways
Implement the AICAL Framework for Clarity
Utilise the AICAL model—Awareness, Interest, Consideration, Action, and Loyalty—to identify exactly where a potential client is in their journey. This structure helps you provide the specific help or information a customer needs at each unique stage of their interaction with your business.
Prioritise Value Over Immediate Sales
Focus on keeping potential customers in your “ecosystem” by providing regular, helpful content like newsletters or podcasts. Even if they never make a purchase, providing free value builds trust and encourages those individuals to recommend your business to others.
Focus on Incremental Growth and System Testing
Avoid the trap of trying to fix the entire customer journey at once. Instead, focus on one small part, such as the awareness phase, for a month or two. Consistently test your systems to remove technical hindrances and ensure it is as easy as possible for customers to do business with you.