Gilbert Ramirez

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1. What are the strategies that achieves the capture of potential clients?

1. Survey Customers

You won’t be able to connect effectively with your potential customers if you don’t have a customer
in mind. Survey current customers, as well as members of your target market, to find out how you
can better present your product or service, or what aspects might be missing from what you’re
currently offering.

Cast a wide net to capture those you think might be interested in your product or service, and use
their data to shape your brand in a way that better resonates with your target market. Once you
know who your audience is, where they hang out online and what they respond best to, then you
can begin to market.

2. Research Your Competitors And Find Out Who Their Customers Are

An easy way to find out which kind of marketing campaign works and which don’t is by researching
competitors in your industry.

Not only will this inexpensive effort give you some ideas to follow for your own campaigns, this
research will also reveal dark spots in your competitor’s process and present new directions for you
to take your own marketing strategy.

After all, just by going into business in the same industry, you’ll be going after some of your
competitor’s target market — you might as well use their example to make your service and product
better for their customers.

3. Target Ads

Far cheaper than most methods of advertising, Facebook and Google targeted ads prove that a little
can go a long way.

While most advertising in the real world only reaches whoever comes across a billboard, bus stop or
commercial, these targeted ads can locate the people who are most likely to need your service
based on geographical location, demographics (including age, gender, education and relationship
status), interests (based on what they’ve shared or “liked”) and browsing activity.
By investing in targeted ads and paying through their Pay Per Click or Pay Per Impression method,
companies can see a significant bump in their user engagement, conversion and sales.

4. Smart Social Media

There’s having a presence on social media, and then there’s having a social media presence. When it
comes to keeping customers, a little more effort on Facebook, Twitter and Instagram really go the
distance.

Far too many businesses use their accounts to simply promote their own company, while smart
social media managers strategize relevant posts, link to cool articles, answer customer questions as
soon as they’re asked, and otherwise give online surfers the impression that there’s actually a
human who cares.

These are the companies who retain their customers, give users new ways to use their service or
product and help solve problems as they come up.

5. Respond To Every Email, Tweet, Facebook Comment, And Phone Call; Adjust Yourself As
Necessary

When Paul English was still presiding over Kayak, one of the most valuable practices he insisted on
implementing was to keep an extremely annoying, loud phone in the middle of the office to receive
customer complaints. This ensured the calls were answered — by anybody, including engineers,
developers, content managers, or even English himself.

At Zappos, Tony Hsieh values customer service so much that they build in customer service training
for every new hire, regardless of the job. And its customer service has gone to such lengths as to go
to a rival shoe store to get a pair of shoes that the site had run out of.

The point? Always answer calls, always care for your customers, and always fix problems as they
come in — your customers will love you for it.

6. Affiliate Marketing

Affiliate marketing has been around since the early days of the Web, and it’s still an overlooked but
highly effective means to raise your brand awareness significantly.
And with the number of affiliate networks out there, who operate on a PPC (Pay Per Click) or PPA
(Pay Per Action) basis, it has never been easier or safer to find your product being promoted by
appropriate publishers.

EBay, Amazon and certain marketing companies offer their own affiliate networks, but you can also
try an exclusive PPA affiliate network.

7. Establish Trust In Your Community: Publish User Reviews, Get Likes, Syndicate Articles

With so many new, competing businesses congesting almost every industry, it’s getting increasingly
difficult to stand out and grow a decent-sized following. To gain support, companies first have to
establish trust.

As more than 88 percent of consumers trust online reviews as much as personal recommendations,
it only makes sense to start by publishing user reviews and sending samples of your product for
trusted bloggers to review.

As your company keeps growing, start placing in-house content in big websites that publish
syndicated content, like Huffington Post, Forbes, FT, Fast Company and Inc. Don’t forget to use your
real name — people respond better to a human being than to a corporation.

8. Connect With The Right Influencers

Engaging with big players in your industry can be an extremely effective way to garner a wider share
base. After all, if you can get the attention of a thought leader or an influencer, you have the chance
to capture their fans and friends, as well as establish trust and credibility.

Reach out to appropriate bloggers or entrepreneurs at conferences or over Twitter, send them
relevant and interesting blog content that might pique their interest, and once again — be a human
being, not just your company.

9. Post Relevant Content On Blogs

Keeping a practice of continually and diligently publishing relevant and original blog content not only
helps keep your company shining in the warm Google sun, but it also helps potential customers truly
get to know your company and where it’s coming from.

The content doesn’t have to be self-promotional (and shouldn’t be), but it should offer context into
why your product or service is important, suggest the best ways to solve industry-related problems
that arise in the everyday lives of your target demographic, impart some valuable wisdom, and
generally inspire people to share your point of view.

If you don’t have enough resources or writers on staff to keep rolling out a constant stream of
content for your blog, enlist the help of a content marketing platform like Content.ly or a virtual
communications platform like Commeta.

10. Craft An Engaging Newsletter To Foster Leads

One of the most time-consuming aspects of online marketing is generating leads. Often, that
involves analyzing customer demographics and social media activity, putting out ads and online
surveys and updating user data from year to year.

However, new companies are cropping up to simplify the process of lead generation, and, in some
cases — like LeadGenius — they even do the work for you.

A great way of nurturing prospects is with personalized email newsletters, A/B test advertising and
promotional campaigns. Use the data to fine-tune the efforts that work and scale your best
campaigns.

Gosh, that sounds like a lot of work, doesn’t it? That’s why companies like LeadGenius exist — to
help you develop and nurture your leads without compromising your time.

2. What are types of maintainance according to need?

Types of maintenance 1 - Corrective maintenance

Corrective maintenance is implemented right after a defect has been detected on a

piece of equipment or a production line: its objective is to make the piece of
equipment work normally again, so that it can perform its assigned function.
Corrective maintenance can either be planned or unplanned depending on whether
or not a maintenance plan has been created.

Technicians apply unplanned corrective maintenance to react as soon as a failure

couldn’t be anticipated with preventive maintenance processes has been detected.
Corrective maintenance gives technicians the possibility to perform their
interventions without delay, even if they can choose whether they want to maintain
the piece of equipment on the spot, right when a problem has been detected or
later. Unplanned corrective maintenance can quickly become more costly than
planned one because it can lead to costs which couldn’t have been anticipated.
Even if preventive maintenance doesn’t always allow maintenance teams to
anticipate each breakdown or failure as it remains very difficult to know exactly
which components are about to fail, it still helps them reduce their scope of errors.

Type of maintenance 2 - Predetermined maintenance

Predetermined maintenance, probably the less known one of all the maintenance
types presented in this article, doesn’t rely on the actual equipment’s state but
rather on the programs delivered by manufacturers. They elaborate these
programs based on their knowledge of failure mechanisms as well as on MTTF
(mean time to failure) statistics which they observed on a piece of equipment and
its various components in the past.

Based on the assumption that this type of maintenance is only applied according to
programs elaborated by manufacturers, failure risks are higher or lower whether
the piece of equipment or part is new or old. Maintenance teams have no choice
but to rely on these programs so they might not be able to anticipate failures
(there’s a risk for downtimes to occur and to have a direct consequence on
productivity) and they also might proceed to completely useless parts replacement
(which leads to additional costs that could have been avoided).

Type of maintenance 3 - Condition-based maintenance

Among all types of maintenance cited above, the condition-based maintenance is

the most complicated to implement. It aims to prevent failures and requires regular
check-ups of the state, the efficiency as well as other indicators of the system. All
this data can be gathered automatically on the field or remotely thanks to a direct
network connection to the equipment, in order to make sure that it is constantly
controlled. Maintenance teams can decide whether they want to operate constant
or regular interval control: they read counters, check parts’ wear, control motors’
temperatures… These are all actions the teams can undertake to ensure that no
piece will cause a breakdown that would damage the whole production line.

Even if condition-based maintenance can seem difficult to implement, it is

particularly economical. Since maintenance technicians proceed to very regular
check ups of their parts and equipment, they will only take in charge the ones that
need to be repaired or replaced. As a consequence, the purchasing department
won’t have to manage dozens of parts orders that will be stored and won’t really be
useful to ensure the proper functioning of the production line. In a nutshell, this type
of maintenance allows companies to save money.

Type of maintenance 4 - Preventive maintenance

Preventive maintenance is applied by technicians teams and managers before any

breakdown or failure occurs. Its aim is to reduce the probability of breakdown or
degradation of a piece of equipment, component or spare part. In order to
implement such maintenance, teams have to take the part’s history into
consideration and keep track of the past failures. They are therefore able to identify
the time ranges during which a piece of equipment might break down.

This type of maintenance is described as planned because it’s based on well-

established maintenance programs and hard facts. It is possible to apply preventive
maintenance thanks to a computerized maintenance management system
(CMMS), an essential tool for any company wishing to organize its maintenance
department and therefore to ensure long-lasting productivity. A CMMS is a truly
useful tool for maintenance teams as they enter every detail of their interventions
and exchange with colleagues in order to keep track of all the operations,
maintenance plans, etc. Technicians, thanks to their work and the information they
give in, progressively build a whole history of past breakdowns and failures.

Type of maintenance 5 - Towards predictive maintenance?

A next-gen CMMS like Mobility Work, a solution that offers a performing analytics
tool able to gather all the data entered by maintenance teams themselves, aims to
progressively help plants evolve towards predictive maintenance. It allows
technicians to anticipate breakdowns: they generate reports directly in their
maintenance management software, they know when a piece of equipment might
break down and therefore proceed to industrial maintenance operations. Once
again, the most important thing is anticipation because any failure could slow down
the production and become extremely costly. Predictive maintenance can be
implemented thanks to an intuitive and easy to use CMMS, which will ease
industrial maintenance technicians’ lives and generate tables and graphs for them
thanks to all the data entered by all their colleagues.