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Throwaway

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Throwaway

  1. 1. Content Creation
  2. 2. What Comes to Mind When I say “Marketing/Advertising?”
  3. 3. Enjoy Coca-Cola
  4. 4. Describe Santa Claus
  5. 5. “The Pause That Refreshes” by Haddon Sundblom
  6. 6. Inbound Content Marketing
  7. 7. Steps in the Inbound Process 1. Attract traffic 2. Convert visitors to leads 3. Convert leads to sales 4. Turn customers into repeat higher margin customers 5. Analyze for continuous improvement
  8. 8. Steps in the Inbound Process 1. Attract traffic 2. Convert visitors to leads 3. Convert leads to sales 4. Turn customers into repeat higher margin customers 5. Analyze for continuous improvement
  9. 9. Steps in the Inbound Process 1. Potential Customer has a need 2. Potential Customer searches online for a solution 3. Potential Customer finds you (or your competitor) 4. If satisfied with discovered information, Potential Customer trusts you 5. Calls to Action on website take advantage of new trust 6. Potential Customer enters sales cycle already a warm lead
  10. 10. Why Cross cares • It’s far cheaper than traditional mediums o a. Old Media is dying o b. Business finds path of least cost • Reach a wider audience o a. Reach them 24/7 o b. Reach them on their terms • No territory limits
  11. 11. Content Creation Why Do YOU Care?
  12. 12. BECAUSE • It’s a critical part of the 5 Year Plan • Sink or Swim – no floating • We’ve already done well (your peers!)
  13. 13. The Internet is a Business Tool The Web is not a “new” medium. It is the evolution of all mediums.
  14. 14. Hydraulics, Pneumatics & Plumbing • • • • • 1,632 pages of items 37,570 items under “Fittings” 8,502 items under “Hoses” 8,392 items under “Tubing” Search by material, brand, shipping speed, keyword • Power behind the Amazon name
  15. 15. Regardless of what you use it for, the Internet works the same way
  16. 16. Key Understanding 1.Business is changing 2.The Internet is changing 3.We can be – and are – good at this
  17. 17. Swim, Don’t Sink: A Deep Dive into the Internet
  18. 18. How Search Engines Work
  19. 19. Billions with a “B”
  20. 20. 2 Year Google Index
  21. 21. 2 Year Google Index
  22. 22. Sum Up • We MUST Be Successful Online • Online Space is More Crowded and Competitive Than Ever • Consumer Access to Websites Is Key to Success • We Are At a Disadvantage
  23. 23. So We’re Late to the Game. Now What?
  24. 24. Counter with Content Creation
  25. 25. Content > Visibility > Customers
  26. 26. The Good Stuff Instrumentation Group
  27. 27. Ethanol Blog Series $55k in Titan check valves
  28. 28. The Good Stuff Innovative Controls
  29. 29. The Good Stuff Automation Group Hear from Lynn, Steve, Paul, Andy
  30. 30. Ryan’s Story Automation Group
  31. 31. Jul 23 – “Pneumatic Actuator Speed Control” Hi Ryan I have a ball valve with a spring return rack and pinion actuator (ATO) that I would like to control the opening speed to somewhere between 20 and 30 seconds. This is to prevent shocking the downstream equipment. The air connection to the actuator is .25”, pressure is 80 psig natural gas, and volume per cycle is 218 cubic inches. What would you recommend? Sincerely, Jay O'Coin
  32. 32. Sept 12 – “Solve Laser Displacement Sensor Problems” Hi, I am interested in possible solutions for a distance measurement project I am working on. I am currently evaluating a laser displacement sensor for measuring the focal plane on an optical system. Issues I've been running into include reflection issues on mirrored surfaces, and inconsistent results on transparent surfaces. I've attached the current setup for reference. It shows my current optical setup, as well as, current laser placement and region of interest. One constraint is that the distance measure system can only emit wavelengths greater than 565nm since it is being used on materials sensitive to light with wavelengths 520nm and lower. I was interested in a confocal displacement sensor, but am unsure if there is a way to filter the unwanted wavelengths from the white light without degrading performance. Please let me know if you have any product recommendations. (emphasis is mine) Thank you for your assistance Kevin
  33. 33. Ryan’s results • Published 11 blogs in three months • His blog was featured in the Advantech Newsletter • Ryan’s blog posts have received more than 3250 unique pageviews • In August, the AG’s blog page was the most viewed page (other than the homepage) • Sales Leads!
  34. 34. Andy’s Story Automation Group
  35. 35. Email chain from September 10 Hello Andy, After reading your blog i concluded you might be the brain to pick for identifying my options for a "desktop/desktop" industrial robot for use in a manufacturing process (products weight 20g, and no more than 4cm wide) Pricing would be a deal breaker. Ive seen some interesting ones on the market: Rakurobo, UR, Denso..etc which others should i consider? Thanks in advance for your time and response Eyembe
  36. 36. Good Morning Eyembe – thank you for your email. It sounds like you have an interesting project, but we will need to identify a few more details about it before we can narrow down your options. • Safe to assume this is standard pick and place type application? • Weight of your end of arm tooling • Work area required? this will be necessary to know in order to determine the reach of the robot • Your worst case move distance and cycle time required? • Will your product need to be oriented before placing it? • Any harsh environmental contaminants? i.e. water, airborne abrasives, etc • Voltage limitations? • Can you use safety equipment or a cage to guard the robot or does it have to run collaboratively? Curious, where are you located? I may be able to point you towards a local resource should you be out of our territory.
  37. 37. Thank you kindly Andy for the prompt reply -This is a standard pick/place operation -Product will be handled individually(20g each max) -Still in design/layout phase of work area, accommodations will be made for the robot -Worst case distance is 4f, with cycle time 11.22secs (max) -Yes, orientation will be necessary -No contaminants in the environment (high-volume food industry application) -No power voltage limitations -Robots primary interaction will be with other equipment, limited human interaction. In fact the main reason for exploring the robot option is to provide consistent performance in handling/placing/orienting the products in the high volume environment Hope this give you the context you're seeking in the questions you asked I'm based in Atlanta. I can be reached at (770)337-0419 Feel free to send me an invite on Linkedin as well
  38. 38. • If I can give any immediate (and easy) feedback on their request , I do • I try to determine where they are located, if in our APR and there appears to be a real opportunity, I push for a phone conversation; if out of APR I push them towards a local resource with as much guidance as possible • Eyembe is a great example, located in our APR, future projects, developing the relationship as a trusted resource, will continue to stay in touch as the project focus get narrower, could result in some nice business or at the very least a contact in a market that could be a champion for Cross
  39. 39. Let’s Talk $$$$
  40. 40. Leads, Opportunities, and Credibility “The blogs have gotten us leads that have given us entry into significant accounts where we have had little to no presence. Companies like Consolidated Metco, Cummins Diesel, Braseler, and Federal Mogul” - Andy Larson
  41. 41. Andy’s Story Added Credibility!
  42. 42. Andy’s Story “It has shown me that being willing to do just a little more can produce significant results.”
  43. 43. Andy’s estimated total amount of hours associated with blogging: 24 hours
  44. 44. Statistics
  45. 45. ExactTarget Stats from 2013 • B2B companies that blog generate 67% more leads per month than those who don’t. (Social Media B2B) • 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council) • 60% of consumers feel more positive about a company after reading custom content on its site. (Content+) • 78% of consumers believe that organizations providing custom content are interested in building good relationships. (TMG Custom Media) • 90% of consumers find custom content useful. (TMG Custom Media)
  46. 46. ExactTarget Stats from 2013 • Companies with ACTIVE blogs receive 97% more leads (Content+ 2013)** • Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)** • 27,000,000 pieces of content are shared everyday. (AOL and Nielsen) • Blogs give websites 434% more indexed pages. (Content+) • Content creation is ranked as the single most effective SEO technique (Marketing Sherpa 2013) • 9 in 10 organizations market with online content. (Content Marketing Institute)
  47. 47. Actual Summary • Content Creation is how businesses survive and flourish online • Cross Company has already had success implementing Content Creation as a Sales and Marketing method • Cross Company is heavily invested in continuing to use Content Creation
  48. 48. Why YOU want this: • 100% of people looking for help who do NOT find YOU will find a competitor. • Unless you’ve already spoken to every single person in your territory (wow, congrats!) – you’re missing someone who’d like to talk to you. • Content creation works FOR YOU. It builds a rapport while you sleep/eat/work on other projects.
  49. 49. Blogging in 3 Easy Steps • Decide that you want to do this. Set goals and objectives with your manager. • ID your target audience. Brainstorm with Andrew and write for your audience. • Draft your outline. The rest takes care of itself! It really is painless.
  50. 50. Andrew Abernathy andrew.abernathy@crossco.com

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