17 Jan Creating a Digital Twin of Your Sales Team
Creating a digital twin does not necessarily mean creating a biological doppelganger of yourself online. To help us comprehend the art of creating a digital twin, we invited Greg Mischio from Windbound to the Manufacturing eCommerce Success Series event today.
In this week’s Manufacturing Ecommerce Success Series, an interesting topic, with an even more interesting guest was discussed. Greg Mischio is the owner and strategic director at Windbound. Windbound is a company that helps people create online content that keeps their websites generating interest and their clients engaged.
The conversation began with Curt giving a quick introduction to Greg and what he does. After this Greg briefly shared how he got into marketing. He said that his basic interest was in the field of copywriting. Therefore, this was what he did during college as well.
While he was in college is when Greg was introduced to the field of marketing. Although Greg was from the field of journalism copywriting is what became his passion later on. He started freelance copywriting and from there he started practicing SEO as well.
Coming to creating a digital twin part, Greg said that the idea was based on Chris Lucky’s manual. So the idea here is to create a digital form of a product or a manufacturing process. More like a prototype of something. He further said that while creating a digital twin you can further create variations in that prototype.
After this Greg said that with the passage of time, 70% of the sales are made via the digital market. Therefore, the amount of time you spend on your traditional marketing if spent online can help in creating a digital twin of your sales team. This virtual digital twin is the sales content that you put online.
According to Greg, creating this digital twin sales team is not in any way a replacement of the currently existing sales team. However, this is for those potential buyers that are surfing the web during unconventional hours.
By the end of the talk, Greg presented an intriguing example. He said that the sales teams and the marketing teams of any company are the left and right eye of that company. Although both these eyes see separately when combined, form a complete 3D image. This is exactly how according to Greg the togetherness of the sales team and marketing team works.
Check out the entire video by clicking on the link below.
Thanks to Greg for sharing his time and knowledge with the group.
Greg Mischio is the owner and strategic director of Windbound. The purpose of Windbound is to create content for companies to keep their prospective clients engaged. The kind of content that will increase their sales not by traditional marketing but by the online pages. This allows companies to create a digital twin for their marketing team.
Greg has also been a freelance copywriter for a long period of time. As a copywriter, he has worked at gmwrites, CUNA Mutual Group, and RS&K. Before this, he has also been the Marketing Director at Endicott Financial.
Greg holds a Bachelor’s Degree in Arts and Journalism from the University of Wisconsin-Madison.
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Creating a Digital Twin of Your Sales Team
greg, people, kurt, content, manufacturing, talk, manufacturers, seo, case studies, digital, twin, repurpose, marketers, sales, marketing, salesperson, blog post, damon, online, product
Damon Pistulka, Greg Mischio, Curt Anderson
Damon Pistulka 00:10
All right, thanks everyone for stopping by the manufacturing ecommerce Success Series with exit your way. And b2b tail or Damon and Kurt. Today we’ve got Greg Mischio, Kurt, go ahead and take it from here. Well,
Curt Anderson 00:27
Damon, thank you so much, brother. I appreciate it. So guys, Damon is the host of the most exit your way in Seattle. He is a rock star he got God bless you, Damon, what a great year to plan. So my name is Kurt Anderson, thank you for joining us. If we were live, we would be handing out business cards shaking hands. High fiving. Please drop your LinkedIn profile in the chat box. Yeah, yep.
We are here live on LinkedIn live. We are in Facebook Live Twitter live and of course here in the platform and remote. So let’s get to our program. It is my honor. It is a privilege to introduce our guests today. Greg Michio from the great state of Wisconsin. He’s from Madison, and he is the founder and owner of winbond. Now when bound, he is a marketer, expert for manufacturers and today, he’s just gonna blow our minds. He has this great, incredible concept. It’s called the digital twin. Greg, thank you for taking time to join us today. And welcome to our program.
Greg Mischio 01:28
Thanks, Kurt. Thanks, Damon. I appreciate you inviting me in here.
Curt Anderson 01:34
Absolutely. So let’s so I want to jump right in. So Greg, so and here’s Damon. Here’s a little thing. I do have to admit I’m gonna be a little vulnerable here. I have a little bit I, Greg and I can we can gauge months ago, he does incredible content. I read one of his articles on industrial sage. We hit it off Latin comment, and I’m talking to them. And you know, when I’m 2020 you’re looking at people on zoom, you’re like, I wonder how old this person is.
My guy is probably 10 years younger than me. I’m looking at his LinkedIn profile were the exact same same age. So I have a little bit of hair envy right now. He just looks so young Greg. It’s just you know, a way to go. So anyway, 1991 you graduate from university Wisconsin? Is that correct? So you are a badger. I was going to have the Badger I was going to go Wisconsin theme song Fight Song going today.
But Scott Munson,
Curt Anderson 02:19
you left you left Wisconsin, you jumped into Madison, the Transit Authority. Can you talk about that for a second? What I want to dig right into is like, how did you get into marketing for manufacturers? But I just like to start there on your early steps of your journey. And then how did you get into marketing for manufacturers?
Greg Mischio 02:35
Dear Lord, I mean that that is a long time ago, and I was I interned there. So I was going to school UW Madison, so I’m not exactly sure what happened during that blur. accurate. What happened? This is Madison retired. Yeah, so not quite sure. But I just I was interested in copywriting. And my friend said, Hey, Madison, Metro is looking for some marketing help.
And they need a writer. And I’m like, the bus. So I went over there and I was started writing ads and stuff. And then then I got into the marketing marketing end of it. So you know, it was trying to balance working for the, you know, the city. So you’re working with city workers, and then you’re working with teamsters, driving the buses. So it was an interesting workforce to have to deal with. So I kind of learned how to, you know, play through that.
Curt Anderson 03:34
Right. So the nice thing is I get around so I do these webinars. And when we get to blogging, I’m like, man, I know, you know, if we all wanted a blog, we would have gone to journalism school. And that’s why you’re such a blessing for manufacturers. You did go to journalism school. So you have a you are an expert in copywriting. You have a passionate passion for it, you are great at it.
Talk a little bit about so when making that transition from the the authority, the Transportation Authority into manufacturing. And as you became a copywriter, did you have that aha moment, say like an early 2000s when you’re like, Hey, man, that my copywriting ties in well with SEO, and like then we want to dig right into those SEO strategies. Did you have like that aha moment of like, Hey, this is really working for me.
Greg Mischio 04:18
Yeah, absolutely not. I was a copywriter. And I was like, the madman kind of copywriter. You know, I went to journalism school, but I had no interest in the discipline of journalism. That was advertising emphasis. I’m like, wow, I can bull bull Bs and it for it and not have to, you know, have any attribution. This is great. Right. So I was I was concepting. You know, I was coming up with headlines and concepts like that.
And I went advertising and I went to, you know, worked in ad agency internal communications places and Then I started freelancing, you know, wisely went freelance, right as the Great Recession kicked in, which shows you my business acumen. But the one thing that was great about is like, that’s when the internet was, you know, the internet really was kind of coming into its infancy around 2000. But like the marketers hadn’t quite sorted out how it was all gonna really work. And it from a writer’s perspective, I didn’t know, content wasn’t even a big thing there.
But then I started to, you know, learn about HubSpot. And I’m, like, started writing some content for a couple of clients. I’m like, I can do this. And all of a sudden started getting traffic to their website, like a lot of traffic. And I was like, Oh, and I wasn’t even. I wasn’t, there was no SEO involved at all. I was just cramming, I was writing like three blog posts a week, just cranking this stuff out and started getting a ton of rank. And I’m like, Oh, you mean? So if I actually tried to optimize this, it’ll get better. And it did. So that’s kind of how I got into that. Now, the minute you want to get in the manufacturing, yeah, exactly.
So real quick. So then, you know, when bound, I started wind down in 2014. And full disclosure, I mean, we work with a variety of different clients, mainly in the b2b. We’ve always had this manufacturing client, I’ll talk about Delta matek here a little bit. But as we got, you know, we were like, well, let’s I like this concept. I like what we’re doing i winbond. Let’s grow it, we got a niche, like we were telling our customers to niche and we’re not niched. And so we really started to focus in over the last couple years on manufacturing. So like, Kurt, I mean, you, you live and breathe manufacturing.
I mean, I’m reading your book right now. You know, and it’s fantastic. And it comes from your inherent understanding of manufacturing. And so we’re not quite at your knowledge level in terms of manufacturing and stuff like that. But I mean, we’re kind of bringing the marketing side of it to the manufacturing realm, and, you know, learned a lot in the process. But so, you know, it was it was leveraging what we have with Delta lightcycle we’ve been working with for years, insert it and that’s where we came up with the digital twin model, which is really what I think applies to manufacturing.
Curt Anderson 07:23
And that’s and that’s what everybody’s dying to hear Greg and so man when you and I talk to you in I think is matter of fact, I read an article, I read one of your articles about the digital twin, then I’m like, man, we got to talk about it. We had an incredible conversation. You were on manufacturing out loud podcasts, our dear friends, Ellison du Ford, and, and he crushed it on that podcast, I encourage anybody to go back and check out that podcast but let’s let’s dig right in because like my buddy Mark Hill is on the call.
Today, we’re talking about like, you know, when you heard that digital twin, you know, there’s, you’re in AI or IoT, or engineering, you really have done a brilliant job of really simplifying it for that manufacturer that might be struggling with their marketing concept, especially this year. 2020, no trade shows, sales reps can’t go on the road. Let’s dig right into that. Let’s talk about your digital twin concept for manufacturers.
Greg Mischio 08:15
Okay, this is us. This is what we do provide a lot of Digital Marketing for Small manufacturing marketing teams. Okay, let’s get to the digital twin. So what is a digital twin? So a digital twin in manufacturing? I think it was on Chris, Lucky’s manual. Yeah, he had a happy hour manufacturing happy hour, and they had some of those, I’m talking about the digital twin. So it’s a digital representation of a product or manufacturing process. And, you know, you can prototype off of it, you can try materials, anything like that.
And I heard that I was like, light bulb, you know, because there’s eternal challenges faced by manufacturers, you know, you have complex products, you have a difficult, long buying process, you have a variety of different audiences you’re trying to reach. And then you also have the digital issue, which is now 70% of the prospecting is taken from your customers is taking place online. So you’re what is traditionally been a sales driven organization manufacturing, you need to get your self online and the way to do that is to create content that acts as the digital twin of your sales team.
Curt Anderson 09:35
Hey, Greg, could you repeat that one more time? 70% What I didn’t hear you loud enough.
Greg Mischio 09:42
I said 70%, roughly, of the prospecting by your customers is taking place online.
Curt Anderson 09:50
Isn’t that crazy? That that’s just that’s mind blowing. You know, it’s just it really is.
Greg Mischio 09:55
Now hold on a second Kurt. Just don’t get too excited. All right. Because that doesn’t mean the salesperson goes away, we just don’t, we don’t know when they’re going to be talking to the salesperson, right? In any point in the customer journey. The idea of the digital twin is when they’re not talking to the salesperson, when they’re up at like 1130 at night, really can’t shake this idea about this great a product you have. They’re looking at you online, and like you said in your book, you want to be there and ready to sell at any point that you know, any point during the day, your website should be ready to sell.
Curt Anderson 10:38
But that that’s exactly right. I was like, how can you help that ideal customer I could run? I calm soulmates? How can you help that soulmate make a buying decision on Friday night at midnight, without having to wait for you to open up the door on Monday morning, and like our dear friend, Andrew Deutsch, you know, he does a great job, you know, we’ve been talking about configurators to help people, you know, speed up that quoting process. And of course, you know, with e commerce So, so let’s, let’s, let’s keep digging deeper here. Okay, so
Greg Mischio 11:07
then, you know, I heard this concept and, and I’m starting to think about what, what is sales, people always say people only do business with you, if they know you, they like you. And they trust you? Well, holy cow, that lines right up with the content marketing, right. And, and creating content at the top of the funnel, like we always do, that’s informational, getting people to know you. So you create content that addresses their problems, then people like so they’re aware of you. And then they start to like you once you start to put specific tools out there to solve their problems.
So I’ll give you an example. Kind of along the line of Andrews configurator solution, and then willing to trust you, this is the kind of content you want to create, you know, they they know you they like you what’s going to push them over the edge to the buying, you know, to buying the product. So just like here’s an example, answer problems in the no you stage, okay, so this, for example, this post, you know, there was some key and by the way, this know you like you trust you, it all lines up with your keyword research to for SEO.
So long tail is top of the funnel, it’s it’s questions people asked, so people are like, should I use a rotary die versus laser die? And so we wrote a post around that and just answered the question, you know, and that’s, and, you know, there’s where, as well as you’re, as you’re trying to answer these questions, the beauty is of with creating the digital twin, just by virtue of you following this model, you got to go talk to your sales people, marketers, I mean, this is really on us as marketers, to get out and interact with our salespeople, and really learn what it is about the product and what the customers are saying, and pull their expertise into it.
And, you know, there’s sales and marketing have always traditionally been finger pointers, you know, this leads aren’t good enough, you’re not closing the leads all that stuff. If we can bring these two parties together, just by virtue of trying to follow this model, you’re going to create something special that both teams own. And so that’s kind of the idea behind the digital twin as well. So, you know, we start out with this top of funnel piece of content. And I want to I want to back up for just a second and go through this slide. Because we talked mentioned SEO, yeah.
Somebody might say why are we just answering, you know, make sense? Like maybe some top of funnel content? And why do we do that? Like there might we’ve actually put some very some content out there that isn’t directed to the sale. You know, it’s it’s a little more higher level. And in fact, a lot of times blog visitors don’t convert into sales. And and why do they do that? And it’s because you’re at that no, you stage you’re just trying to meet people. And you know, get your name out there. You know, Kurt and Damon right now, this is a no you kind of production, right?
They’re trying to get everybody to know about curtain, Damon. But it also it also ties into SEO. So I’m just going to go through this real quick about how SEO works. And I apologize if I’m insulting anybody’s intelligence here, but there’s two different types of, of content out there. There’s a blog page with informational content, and there’s a buying page or your website pages and those are transactional. Okay, so they both have keywords. Google sees those keywords. NET indicates REL All right, so they’re like, okay, that’s a relevant page.
But that’s not where they’re going to rank you for once say, once you start to put out informational content, other collaborators, Kurt might see my blog post, and he likes a quote, or he likes from data that I’ve shared. He’s, if he likes it, he’s going to link back to it. Now people are linking to it, that indicates authority. And when Google sees relevance and authority, that’s when you’re ranked number one. So this top of funnel content not only gets people to know you, but it also serves an SEO purpose, and that it helps you build your authority. And those transaction pages, those buying pages, that’s what helps get them to rank.
Curt Anderson 15:47
That’s exactly that’s what Google is looking for is, you know, you hear the catchphrase now eats, Google’s looking for good eats. Its expertise, authority, and trust. And it’s everything that you’re talking about. And I know, Greg, you have some great case studies where you’re crushing it, we’ve talked about different clients of yours. First page rankings, number one ranking. And I think this slide is just phenomenal. So anybody you know, I know, Stephen Leto is on with us today, my buddy Mark Hill, we’ve been talking this week about, you know, capturing this slide just really summarizes it’s just a great, simple way to look at it.
Greg Mischio 16:22
Yeah, it’s not rocket science. And it’s a fundamental, and I like to try and bring it out when you’re talking to your management team. Because I think there’s a lot of mystery, you know, it’s mystifying to people, they think there’s like a lot of smoke and mirrors with SEO really kind of boils down to this at the end of the day. So like you middle of funnel tools. So this is a comparison, a coding methods comparison chart that we did for delta matech. It’s a tool that people can use Delta monotype, manufacturers converting machinery. It’s a tool that people can use, though, in the use of the machinery and kind of moves them further down the sales funnel.
So we all know what lead magnets are, and things like that. And that’s what these are, these are like, get people to sign up, help them understand and make better decisions, and you’re helping them so they’ll start to like you. And I put that little number below that this actually using content, like we actually use this content then to advertise with. So we talked about a lot about content and marketing, like everybody can, people can produce content, yet have a method distribution, you’ve got to get it out there. And so, you know, SEO is great. That’s a method of distribution. That’s organic distribution, that’s Google ranking you because of the factors.
But you know, that might not be enough. And it might not get you out there soon enough. You can use your content in an advertising perspective. And it’s going to be far more effective. If you go to like trade publications, and you just see a company with their logo and their, you know, this is what we do. That’s great. But try and use something like this. We had great Cole goal completions, advertising a useful piece of content that people could come to the site and download and use. And then of course, case studies, you know, mission critical here, get those case studies out there. They are the manufacturers form of social proof. You
know, when Kurt’s on his Instagram, and he gets a lot of thumbs up, because he’s got that video of him doing that hula hoop thing. I mean, it’s great. That’s social proof that Kurt does weird things with hula hoops. And you know, that’s fine. In between us. Yeah, sorry, I didn’t mean to enemies back to the point here. But the the the case study is your social proof. And it’s what your customers are saying about you. And we’ve got a blog post about it, it’s really important to get your customers actual words in it, don’t don’t go with the Hey, how you write it, and I’ll just prove it, interview and get their thoughts and get their statistics out of it, too.
We wrote a case study the other day, and the client told us that we increase the sales by 32%, I think was 32%. And I didn’t even know that he had when in preparing for the case study, he had to reveal it. So get those numbers in your headlines. And then you can see we advertise the case studies to again back to useful content. And that’s what drives people. We can be an effective advertising tool. It can even work. See here. Yeah. But here are some of our case studies. And again, we try and get it was a 35% jump. Sorry. We try and get those Numerix in the headlines because that makes a big difference.
Curt Anderson 19:54
Yep. So Greg, let’s talk about that for one second. So you’re you engaged with so again, you’ve made discrete transition is you talk about copywriter you’re discovering, like capturing some first page rankings on Google, you’re the you’re the accidental SEO expert, if I can declare that. And so you engage with a new manufacturer, what do you tell, like demon, I, you know, engage with a lot of same manufacturers that have a marketer on staff. Yep, the marketer knows what needs to be done.
But it’s challenging can convincing president owner CEO, they’re just so knee deep in the product, and like, they’re in the trenches just trying to keep their business, you know, through 2020, or whatever fires that they’re putting out? How do you either help that marketer? Or what do you tell that president ceo of a manufacturing company, why this is so important? Why is this critical to help stop being the best kept secret with their manufacturing business?
Greg Mischio 20:49
I think you have to make your case via data. I mean, we can talk about the stats about, you know, how much searching is being done online, I think you can present the case, show them what their competitors are doing, and their presence online and how many visits they’re getting. And I mean, just seeing the Numerix, and things like that can really make a difference, seeing how many visits are getting compared to the company you’re talking about. And then you really have to show them the model that is designed to result in sales.
And I think if you show them the strip’s and the strategy behind if you show them why blogging leads to inbound links, for example, which gets you domain authority which can get your ranked which can get people to, to convert into leads for your sales team. If you explain the process, and how this works, then I think it’s, it sinks in with them. And they they understand that there’s got to be a, a quantitative to go with your qualitative.
And I think that just saying things like, we need to be on LinkedIn is not enough, you have to have the complete strategy behind you. And that’s, you know, we put together the digital twin for the know you like you trust you because it’s a sales, you know, formula that’s worked for forever since I know since you were a kid, Kurt. I mean, I don’t know how long ago that was,
Curt Anderson 22:18
well, that was in the 1920s. It was metal T was just coming out, I think Model T right.
Greg Mischio 22:26
But you know, that, showing them that strategy and giving them the data behind it, and then working your way backwards? I mean, that’s what it’s all about.
Greg Mischio 22:39
Let’s see what else I got here. Okay, we actually just kind of interesting, we took a case study and repurpose it as a blog post, and put it on a trade pub and repurpose it as an article. And, first of all, we’re kind of surprised that they even ran it, but they did, and not only did it work for for us get a lot of leads, but it was the highest read post on the site. And, and the reason why is because, you know, the these trade pubs, they want to show what their their readers are doing to succeed. So if you have a case study, instead of saying like the 10 different ways to, you know, increase your sales or you know, use our product better, show them how it actually results in success for people.
Curt Anderson 23:35
Right. In Greg, just real quick, just when you say the word, repurpose, repurpose, and if I’m new to content, what elaborate on that, which is brilliant, it’s just taken advantage of what?
Greg Mischio 23:47
Yeah, so I mean, I know we’ve got a lot of different marketers, probably on the line. And you know, whether you do in video or written posts, we focus on the written because that we felt like that’s the basis for what you can do. And it’s tied in so well with SEO, but you can repurpose it into a video. Which means you can just take that that base blog post, for example, write a video script off of it, you can do a presentation off of it. You know, you can create an infographic off of it, you can do a podcast off of it. You can do a soap opera off of a curtain. I mean, it’s just limitless.
Curt Anderson 24:25
Yeah. And I have to hurry up because I got to catch up with the young and the restless, pretty. I admit that I can’t remember but no in the thing like so we can run we call it really loving it. And it’s, you know, it’s almost like tin around about you know, I have a relationship with a brilliant engineer. She is just she’s the hardest working woman I’ve ever met in my life. And she always says I’m the lazy I’m a lazy person. I’m a lazy person. She wants things efficient. She want things simple.
She won’t like if Why would I walk across the room when I can have this pen right next to me. So when you can you have an opportunity to repurpose, it’s once you put that in, I’d say Damon and his With IRA, they’re doing an amazing job with repurposing their content, videos, transcribing, it turned into a blog post. So there’s all sorts of opportunities where you feel like you’re eating the elephant, trying to do that content, you really don’t need to, you really can simplify it. So I love I love that you shared that.
Damon Pistulka 25:19
Yeah, bonnie, bonnie astrologers on LinkedIn live. She says, you know, your content, your content library is really important is what she’s saying. Because you can constantly pull that in and out of that, you know, so and I think that’s really important, especially if you’re, if you’re in when you get a lot of blog posts, a lot of videos, a lot of things like that, understanding what you have, becomes more and more critical.
Even if you’ve got a posting strategy or something, and you’re posting five days a week, on an account, you don’t know what you did three months ago, if you’re not keeping track of it. Yeah, you know, in some of its evergreen, I think that’s a really, really, we’ve seen, it’s very important to do,
Greg Mischio 26:00
I think that what Bonnie’s talking about is a really good point. And it’s a good way to kind of get your head around this content is to think of it as a library and not as a periodical, like the New York Times is always pumping out new articles, that’s what they do. today’s news we’re trying to do is build a library of all the topics that you need to cover. And you know, sometimes that might be it, like, we might go back, we’ve got our content library, there’s a great, there’s an incredible Digital Marketer named Brian Dean and website are 30 posts. And that’s it.
And he just continues to go back and refine and market them, and guest blog, the materials, repurpose it, get it out there, share it in different venues, and he’s always driving it back. And every year, that post gets better. And he builds on it. So that’s, that’s what that library concept is.
And I think, once you kind of get your head around that, that’s then it’s like, wow, that that could be an amazing digital asset my company has is all this, you know it. And this is this is the line for the CFO and the CEO, then it’s making money in your sleep right, then it’s like there’s people coming to your site for content that ranks or is easily found via your distribution methods, and how he’s bringing in leads in.
Damon Pistulka 27:23
Yeah, like Josh curzio was showing us yesterday, on talking about inbound marketing, you know, what this is all building on itself, all your articles, your blog posts, all this content in the in the, the website visits you’re getting because of this, and the links that are going out, and all that it builds upon itself. And pretty soon, you’re sitting here with a website that’s getting 1000s of views every month from audience that likes your content. And I think some people get really frustrated because it does take a while to develop this up, develop that kind of traffic over it. But as you do it, it’s a compounding effect.
Greg Mischio 28:02
Yeah, I mean, from an SEO perspective, but you know, let’s also be realistic, there’s, there’s a lot of manufacturers out there, their products might not have a lot of SEO potential, you know, and they might not get a ton of traffic. But there’s a lot of great content out there that’s specific to their target market. And if they can get it out into some trade pubs, and make people aware of it, and even just get it in their, their sales people’s hands, it can do a lot of great things.
So we’re really, you know, we kind of came out of the gates really strong in SEO, and it’s a huge part of it, but you got to diversify your marketing approach to so don’t just make it strictly an SEO play. There’s incredibly successful marketers out there who focus strictly on bottom of the funnel content, building their newsletter, and just serving up bottom of the funnel, what’s the product all about?
What does it do for you and just really bringing those points to light? And you know, that’s where this digital twin can really take off, especially if marketers are working with their salespeople. And that’s our big initiative this year to is to like take this to the next level and create more of a mechanism and a structure where people can understand what the what does the marketing person need to talk to the salesperson about to draw these details and these conversations.
Curt Anderson 29:31
Now I think that’s brilliant in our in our shout out to our dear friend Bonnie from go lids, you know, you take you know she has this amazing, incredible product. Not the most exciting thing on the planet for you know, it’s a staple and she’s turned it very sexy by crushing it on tik tok with millions and millions of views on tic toc. And so that’s a lot of manufacturers like well, you know, I’m a little I’m a custom job shop. I’m a good you know, a little greasy, you know, like man if I’m an engineer at Boeing and I have a problem that needs to be solved today.
And I can Google something and I can find one of Greg’s articles. And you know, that is like that I say, you know, market your, your, your little corner, you know, your little hole in the wall custom manufacturer, like you’re a five star resort.
Because if I am that engineer, and I stumble, and I see that you have a piece of machinery, you have a proprietary process that’s going to bail me out today, man, you’re like, you’re the, you know, you’re the greatest thing I’ve ever seen. And that’s a challenge is that the manufacturers, they’re just, they’re so phenomenal in it making things. It’s they have a challenge of how do I deliver that message? That’s where we need the experts, you know, like yourself, Greg, and in, you know, look at Bonnie, what Bonnie’s doing. Is that awesome, she just takes out her phone and just whips out a video, it doesn’t need to be that complicated.
Greg Mischio 30:49
And I think kudos to you too, for the man, market your facility, like it’s a five star resort. In your book, Kurt. And by the way, if you’re on the line, and you want to read a fantastic book on manufacturing, check out Kurt’s book, I mean, it is really well done. And I put a note out there, I’m going to put out a blog post on the 2020 books. There it is.
Curt Anderson 31:16
Thanks, David. Love your brother.
Greg Mischio 31:19
You know, the idea of manufacturing your marketing your facility, like it’s a five star resort. I think that’s kind of like, you know, what would your salesperson do? What would the digital twin, you know, he’s going to take the client to the company, he is going to give them or I’m sorry, to the facility is going to give them a tour. So what can you do to bring that online, it’s great people like Jeff long or make incredible videos on video tours of the facility.
Curt Anderson 31:48
Right. And that’s where I fell in love with your digital twin concept is, you know, again, there are no trade shows, sales reps, for the most part are grounded. Now, you know, and we were word of mouth for decades, or, you know, we went to the same trade show every year. And that’s that was our legacy. That’s how we built up our, our business, you know, we’d go out and drum up some orders.
Well, now exactly what you’re saying now to create that digital twin, of, you know, if somebody came into my facility, I’m going to introduce them to my Rockstar engineer, I’m going to show them this lathe machine that I have, or whatever the process that I’m crushing it at. That’s we need to bring it online like that 70% of the prospecting. Dude, that’s just I mean, like, everybody that’s listening, let that sink in. You know, just think about us as consumers, the last time you bought a car, or kids going to college or you know, a small, even a tiny purchase for the holiday season.
We’re doing so much exhaustive research online, looking things up on Amazon, we know what we want, we have the information now as consumers, our b2b buyers are doing the exact same thing. And the nice thing is with that digital twin concept, it’s you know, the sales rep, you’re doing them a favor, Greg, like, you know, you were talking when you and I were talking, I was like, you know, let the sales rep, let your website, do your customer service. Let your sales rep be the Rockstar sales? Rep. You know, it’s almost, you’re doing them a favor, right? Oh,
Damon Pistulka 33:08
yeah. And you get well they get to be, they get to do what they like to do. And that’s, that’s build relationships, you know, because people have learned about you and those kinds of things. And the salespeople then can build relationships, you know, the one on one personal relationships. They’re not out there, prospecting, they’re as much they’re not doing that they’re really building relationships, and what if sales people like to do they like to talk with people about what you know, the product or service, but
Greg Mischio 33:34
let me give you a little analogy of binocular vision. So binocular vision, you got the left eye and the right eye, all right, just imagine the salesperson, the right eye, and your marketing is the left eye, you know, on their own, you know, they see two different things, when those things come together, you have a 3d object, you have an object, that’s a one plus one equals three, it’s got this incredible depth to it, you know, it takes on a whole new, it takes on a whole new, you know, aura and and you’ve created incredible new things.
So, you know, if your salesperson goes in and says this can improve your productivity by, you know, 23% and then the person goes back and looks online and has that content that backs it up and shows all the details behind how they came up with that number. That’s a one plus one equals three, you get that, you know, 3d effect.
Curt Anderson 34:32
That is so good, dude. That is that is so good. I don’t know if we had I didn’t if we have any questions. We’re I know we’re running. This is just such a killer conversation. We’re a little over time, Greg, like kind of wrap up to the CEOs to the presidents of a company that are that, you know, 2020 has not been, you know, a fun year for many small business owners entrepreneurs out there, and they’re deciding You know, they’re trying to recover from no trade shows on so forth.
They want to kick the tires, you know, limited marketing budget, what do you what advice do you have for that business owner entrepreneur? How do they How could they get into a content marketing, content marketing strategy? Kind of? How would they transition in? What what’s your advice to them?
Greg Mischio 35:18
I think what we usually say, Well, first of all, I’ve got just a couple tools up there on the screen, our digital twin marketing manufacturing guide, it’s a series of website pages, you can go through that and just get, you know, get the gist of the whole thing. In the interactive content conversion scorecard, we just put that out, you can use that it’s a PDF that will tally up the scores on your site as you go through and evaluate and you can just text digital twin to that number and get the links to both of those.
Okay. But I think that the the first place I would start is, is at the point of sale, I mean, start looking at those customers, what have you done? Well, what can you talk about? What are your case studies like and start building those and kind of work your way backwards, and get sales and marketing team together and figure out what can we do and build up our assets and start small, just but make sure you’re going to get something at each stage.
No, you like you trust you. And the other thing is niche. I would niche and like you talk about Kurt with ecommerce, start out small startup with his specific product. So I had that up on the screen. It was actually for a printer with a very specific product. The big increase we got in sales for him. He’s not getting tons of traffic on general terms to his site. He’s getting a lot of traffic for that specific product that he sells it. And that is then going to fuel the rest of what he does, you can just build on it. So you got to hit Normandy, establish a beachhead and then bring the rest of the troops in.
Damon Pistulka 36:58
Curt Anderson 36:59
I mean, you’re ready. We got to praise praise Greg on that one, man. Yeah. Dude, that dropped the mic. That is so folks, let’s just let’s and I’m sorry, we’re going over time. But let’s just recap what Greg just said. niche down. So in manufacturing world, you think about folks, we’re talking we talk about this all the time. You know, I’ve been metal, I cut steel, I 3d print something, I make circuit boards.
And from, you know, we we just go online and think okay, well, I’m just going to come up on search, I’ll be found and I’m going to, I’m going to bend metal with someone else. I cut steel for somebody else, because I can do it for anybody. Well, the challenges when you take that online approach, it’s like we’re trying to be everything to everybody. We become nothing and no one from an online standpoint. And with what Greg saying, right, right now, dude, brilliant, brilliant advice.
I strongly encourage anybody out there trying to attack a keyword strategy niche down, because it’s a more fruitful experience for the buyer. I think Greg we were talking about, I use like the pink running shoes with purple shoelaces example. You know, if we’re trying to market target shoes, it’s too broad. And if we were selling pink running shoes with purple purple shoelaces, trying to go after that keyword shoes is too broad. But boy, if we target that keyword purple running shoes with pink shoelaces, and some and I have a teenage daughter, she’s out there looking for purple shoes, you know, running shoes with pink shoelaces, whatever I just said, that’s a better fit for the buyer.
So Greg, that was that was phenomenal. That was great advice. Love it. Thank you. Great way, the best way to get a hold of you. We’ve got Greg Michio at winbond. Connect with Greg on LinkedIn. We’re going to go back to the tables. Folks. You’re on remote. If you’re new. We’re going to go back to the tables and we have an opportunity to network with each other. You have an opportunity to talk with Greg, Greg, any parting thoughts? Anything? Anything that we didn’t cover today on the digital twin?
Curt Anderson 38:58
I can’t encourage you enough. Please connect with Greg miss you. He is absolutely phenomenal. He’s become a dear friend. He’s one of the funniest human beings I’ve ever met. So Greg, I both Dave and I, we can’t thank you enough for joining us today. Back to the tables. And thank you guys for joining us have a phenomenal weekend, Greg,
Damon Pistulka 39:14
thank you. You bet. See, you bet. All right, we’re gonna drop off LinkedIn and Periscope and Facebook right now. But thanks for joining us there and going back to the tables,
Curt Anderson 39:26
Greg. Thank you, dude. Thanks.
Damon Pistulka 39:28
Thanks a lot, man.