Greg Mischio, owner and strategic director of Winbound, took a manufacturing concept and transformed it into an effective marketing approach. He explained how to implement the “digital twin” concept at the February Craft Marketing virtual session.
During the presentation, Greg reviewed the following:
- How to create a digital twin of your sales team (and include your customers in the process)
- How to create content for each stage of the REAL customer journey
- How to track by “referral” sources – the overlooked metric
The presentation began with a common dilemma – what do you do with unorganized Tupperware lids and bottoms? Greg created an elegant solution by removing unnecessary pieces. And now, the Tupperware drawer is nice and organized with matching lids and bottoms.
In the same way, Greg believes the use of a digital twin in marketing should be simple and elegant. How do you accomplish this goal? Involve the stakeholders, and position yourself for success.
He outlined a process for developing a digital twin.
Step 1: Creating the Twin
If you want acceptance of your digital twin, start by obtaining internal feedback. Ask the sales, operations, and engineering teams for input. The goal is to get different perspectives that will result in the most informed marketing messages.
Then get external feedback. Greg suggests conducting one-on-one “guerrilla interviews” with three clients to get their views. And then analyze data from keyword research and paid ad results. Look for Google search intent from prospective clients. And then consider emotional data. What emotion drives your customers? Why do they like your product or service?
Step 2: Use Content to Create the Digital Twin
Greg emphasized that people will do business with you if you meet three conditions:
- They know you
- They like you
- They trust you
Think about your customer funnel. To be most effective, Greg recommends planning content for the top, middle and bottom sections of the customer’s journey.
Top of the Funnel: Develop information content addressing the prospect’s problems. They’re getting to know you at this stage. Check out the characteristics:
- Informative, focused on the customer’s problems
- Blog posts, videos, infographics, guest blogs, social media posts, podcasts
- Goal: traffic, links, shares, likes, impressions, newsletter sign-ups
Content at this stage could include keyword-driven blog posts or research-based content. Perhaps you want to offer personal content or celebrate positive industry trends.
Middle of the Funnel: You want prospects to like you at this stage.
Accomplish this goal in the following ways:
- Offer interactive tools for solving problems related to products and services.
- Provide downloadable charts, checklists, online calculators.
- Goal: downloads, shares
Winbond, for instance, offers a content and conversion scorecard. Visitors to the Delta Mod Tech site can download the company Coating Methods Comparison Chart.
Bottom of the Funnel: You want prospects to trust you.
At this stage, prospects may decide if they wish to purchase your product or service. Help with that process. Provide the following:
- Products and services pages, social proof, links to case studies
- Website product/service pages, case studies
- Goal: Form submission with detailed company information, phone inquires
Content + Marketing (Distribution)
Once you have created the content, focus on efficiently distributing it to maximize its value. How will you use the content to reach prospects? Your inventory may include blog posts, website pages, case studies, social media posts, videos, audio interviews and ads. Will you use social ads, niche publications, public relations?
Step 3: Use Content to Generate Referrals from Three Different Sources
- Get referrals from peers.
- Generate referrals from a niche.
- Generate referrals from the Internet. If your organization ranks for keywords, you’ll build domain authority in Google’s eyes, and that can lead to more traffic to your site.
Track Performance Analytics
Develop your own chart that analyzes how you’re reaching prospects at each stage of the customer journey.
| Content Piece | Goal-Measurement |
| Know You | Traffic, links, shares, likes, impressions |
| Like You | Downloads, shares |
| Trust You | Form submission, call, social proof |
You want to analyze these metrics:
- Your channel return on investment, if possible,
- Referral tracking sources (peers, niche, Internet)
- Overall cost per acquisition
Digital Twin Takeaways
If you want to create a digital twin or your product or service to broaden your reach and improve sales, consider the following:
- Create a digital twin that reflects feedback from external and internal sources
- Use content to get people to know you, like you, and trust you
- Look for overall increases in referrals from peers, niche and the Internet
For a content bonus from Winbound, text: digital twin to 415.5287403. Click here for a Content Scorecard.
See You Online for AMA Madison Events in March
Thanks to our presenter, Greg, and attendees and volunteers. Craft Marketing also appreciates Winbound, our February sponsor and founder of Craft Marketing.
Don’t miss our March 9 AMA Madison lunchtime event: “Using PPC to Fill the Top of the Funnel.” Joe Martinez, Clix Marketing, will present. He will discuss how to research and target new customers who will come back and convert.
Register here for the online event that starts at noon.
Author
Leslie Blaize, the owner of Blaize Communications, is a certified case study specialist. She crafts B2B content with a focus on the Architecture/Engineering/Construction industry.