Summary:

An NAB Show booth is a great way to raise brand awareness and give prospects a chance to get to know you better. Offering a sneak peek at your booth offerings, the NAB Show Daily helps you to connect with show visitors before they actually step on the show floor!

Keeping your brand and products or services top of mind for show attendees, you can not only drive traffic to your booth, but also encourage prospects to take advantage of hands-on demos or to schedule a meeting during the show.

Marketing expert Cindy Zuelsdorf has a formula for making sure customers don’t forget you, and it works great across all kinds of platforms and outlets. She shares her secret in a recent blog post on the “know, like, trust” approach to marketing.

Know, Like, Trust: 3 Ways to Make Sure Your Customer Is Not Forgetting You

I think I first heard about the “Know, Like, and Trust” approach to marketing from Zig Ziglar –I love it and use it all the time! It has been such a successful approach, actually, that I finally formalized it into a campaign that most of my clients now use. It draws on the buyer’s journey and ties right into your Lifecycle Marketing Master Plan {link https://kokoroinc.com/use-lifecycle-marketing-to-grow-your-business/ }.

At its core, “Know, Like, Trust” is about making and keeping the connection with your prospects and customers. You foster a trusting relationship — the center of the sale — and ensure that your customers are thinking about you so that when they are ready to buy (when they have budget) they call you. Capture that mindshare!

How does it work? Start with the “Know” element. To help your prospects get to know you, can introduce yourself in a quick video or two where you talk about a recent project and the problem you helped to solve. As you provide value and expertise, prospects will come to see that you are invested in their success.

When talking with my clients, I always stress that it’s important to deliver first before asking something of the prospect in return. Not everyone agrees, of course, but I feel that if your prospects feel they are already getting a helping hand from you, they will be much more willing to make a purchase at some point in the future.

Keeping up a “Know, Like, Trust” campaign requires ongoing communication to be truly effective, which is why I love to use marketing automation to support this process. As prospects engage with the content you supply — video clips, website, email, trial, blog post, etc. — the automation system can capture those leads and apply lead scoring that informs next steps. Your prospects can be automatically funneled into further engagement, such as a demo or consult, based on their previous interactions.

If the lead score gets to a certain threshold, your automation system can alert you or a salesperson through a simple email or notification that it’s probably time to get in touch and start a conversation with a particular prospect.

The Know, Like, Trust approach is a natural progression for generating leads and guiding people into an ongoing relationship with you. You can use marketing automation — and you can also just give’ em a call or message them. Reach out, and make it easy for them to take the next obvious step (appointment, demo, etc.)

Next Steps:

Go ahead and share your best, most valuable info! When you share information of value with your prospects, and they will recognize and love you for it. Share the wealth. Share the love. It will help your prospects, and it will keep you visible.

Put a checklist or guide together with something super helpful for your customer. What 3 or 4 things do they need to understand, avoid, learn, do? Look in your outbox and find those things everybody always asks you about. Write those down. Make a PDF or video and share it via email, social, anything that reaches your people.

Follow-up with anyone who reads your PDF checklist or watched your video guide. Send an automated series of follow-up with excerpt of the PDF, for example.

Bringing Authenticity, Confidence, and Responsibility to Your Marketing

Avoid the SPAM Folder: Make Sure People Get Your Emails!

Calendar Scheduling – How To Make It Easy For Your Ideal Clients To Meet With You

What people are saying about Kokoro

Even though I’d meet prospects at trade shows and have a great conversation, things would go cold after an email or two because I simply didn’t have time to follow up and nurture that relationship. If I didn’t hear back from them, I was onto the next thing. Since we started working with Kokoro, we’ve definitely become more engaged with our customers. Now we’ve got a lot going on, but I don’t have to physically do all the work. And our marketing work is turning into leads and sales. That’s the biggest impact for us.

Jill Sorgi Director of Sales and Marketing, Challenger Communications

I was on our stand at our biggest exhibition of the year and a colleague asked me, “Does the work that Kokoro do for you actually do anything, do you measure it?” I pointed to a demo happening right next to us and said, “That guy is here because of the email promotion we did. He replied to the email and set up the appointment. In fact, the 10 appointments we have this morning are a result of our work with Kokoro.”

Saifudin Mohd. Sani Regional Manager at Techtel

Team Kokoro actively feeds my obsession with results! They know their craft inside and out, and Cindy’s extensive knowledge of InfusionSoft and digital marketing is truly impressive. Her professionalism shines through in everything she does!

Carolyn Archambault Director, Marketing & Communications at Embrionix

We’ve been working together for 1 year and have developed all kinds of simple, efficient, cost-effective marketing emails for DekTec. Cindy understands that the key to success is providing simple, meaningful information about products, technology and market to our customer base. She advises us on what works and what doesn’t, helps us develop the content and handles all the work to make it happen successfully. Results in terms of visibility and sales are obvious. Cindy and her team have the right approach to modern marketing in today’s over-communicated-with-no-real-substance world. I would recommend Kokoro and Cindy in a heartbeat.

Stephanie Billat General Manager, DekTec America Inc.

All of this is a whole lot of awesomeness! Thank you for taking the time to read, watch, and understand Vizrt’s key messaging in our content, and spice it up to the next level. The copy within each email is exactly what I was hoping to see, and only wish I had the time to write.

Melanie Crandall Freding AMECS Demand Generation Manager

The crew at Kokoro Marketing was great to work with. Cindy and her team helped us out by providing some of the content creation and writing for our video marketing campaigns that my team and I didn't have time to do. They did the video editing, blog post, wrote several email marketing pieces, created the social media post templates for us to us, the video description, video transcript, and gave it to use in an easy to use format for us to then push it out in our marketing. Thank you!

Heidi Steffen Chief Revenue Officer at TitanTV, Inc; Marketing Manager at The Linn County Fair; Vice Chair of ATBA

Cindy is terrific to work with - professional, enthusiastic and highly motivated to thrill her clients. My favorite part about working with Cindy is she has a consistent passion for understanding customer problems and solutions from their point of view - and seeks to write and talk about them in the language they use. This a sign of a skilled marketer.

Alan Repech Data-driven Marketer in Media and Entertainment and Pro A/V

I am new to Cindy’s service on LinkedIn, it is refreshing to see immediate results from a marketing campaign. I have a fairly narrow target market and the results after 2 weeks have been amazing. Cindy and Fallon have been great to work with and really know how to get results. If you are using LinkedIn as a marketing platform, you need to see what they can do. Their follow-up and follow-through are the best. They deliver!

Jay Maynard Meemic Insurance Company

When it comes to sales and marketing, most professionals know one or the other well, or possess mediocre skills in both. At Kokoro Marketing, Cindy and her team have an unfair advantage of knowing and implementing both sales and marketing techniques and best practices with precision and drive. The excellence with which the team works ensures all partners are well serviced and receive special attention to their brand’s voice and goals. When you want to drive engagement, convert leads into clients, and ensure continued development of clients into brand evangelists, Kokoro is who I recommend. Their industry knowledge, passion for marketing and sales, and desire to help brands achieve the best results is like none other!

Shell Vera Voice Discovery Coach and Writer

Emotion Systems is a small company, but marketing automation allows us to punch well above our class. Without significantly increasing our overhead, we’ve been able to turn a successful organization into a much more successful organization.

MC Patel Founder & CEO, Emotion Systems

People remember people who treat them well, and Cindy understands this. She makes every client feel special, no matter how large or small, and she helps her clients do the same for their prospects and customers. After all, a small customer today might just wind up being your next big customer!

Jessica Colyer Director of Business Development and Customer Care, D2D Technologies

Cindy is such an incredible marketer, but also one of the most amazing business owners skilled at sales and the sales process. Cindy knows how to maintain control of the conversation while really making her prospective clients comfortable to ensure they get their needs met. Cindy is great at helping prospective clients see areas of opportunity they may not see themselves that are in their business by asking great specific questions. If Iwas a business owner seeking a head of sales position, I would do everything i could to poach Cindy away from her own business because she is amazing in growing businesses!

Kristina Rueling Regional Partner Manager at Keap

I have been working in Graphic Design & Marketing Communications for over 35 yrs. and I hate to admit it but I had not kept up with current trends, especially Social Media. I think Cindy Zuelsdorf and her company Kokoro Marketing offers its customers the latest insights into the most effective marketing tools & strategies for today's world especially with regards to how the business marketplace has changed since the pandemic. Cindy's experience in social media, webinars and automated marketing is second to none. She's among the best you will find to boost your business. Make sure to read her new book, " 7 Marketing Basics". I have known her for over 5 years and she has always been a pleasure to work with and always eager to share her business knowledge. I would highly recommend Cindy for any marketing needs that your business might require.

Gary Whitten Freelance Graphic Designer / Product Photographer / Retoucher in Albuquerque

Cindy helped me launch my new consulting business last year. She has a keen sense of the market and was quickly able to connect with my customers, launch a web portal, and helped me become relevant in LinkedIn. She is also very agile and able to pivot a marketing plan when the need arises. She is a joy to work with.

Chris Homer

Kokoro is very professional and organized running webinars. So we don’t need to worry about anything with the webinar set up. They organize it, direct it, and then run the webinar. And even after, they gave me all the scores and quantitative information about how many people were there, their names, and how to follow up, plus they follow up with eblasts, so it’s very sequential and continuous. It’s been a very tangible, visible reaction from customers and very positive.

Satoshi Kanemura President and COO, FOR-A America

The pre-NAB campaign we did with Kokoro worked on multiple levels in that it gave us visibility and exposure, highlighted what we're about, and gave them that little bit of an appetizer, if you will, to come see us at the show and find out more and get the full course. A majority of people came to the booth saying they wanted to see more or know more about what I was highlighting in the campaign.

Joe LoGrasso Managing Director, 2110 Solutions

In a word, Cindy is “amazing.” She’s a marketing expert who understands complex technical concepts like an engineer and is able to explain them through her marketing. In the past I have struggled finding marketing professionals who understand the broadcast television markets and technology. Cindy gets it. She is able to explain and speak to customer pain and present solutions through marketing. She’s an expert at marketing automation (especially but not limited to InfusionSoft), email marketing, online lead generation, Facebook ads, social media marketing, LinkedIn marketing, graphic design, webinar marketing, white paper or ebook marketing, content marketing and so much more. She stays up to date with the latest marketing trends and automation tools. Cindy is a valued member of the VidOvation marketing team. She is a true pleasure to work with and I highly recommend her.

Jim Jachetta, MS EE CTO, VidOvation