Summary:

You’re planning to exhibit at the NAB Show this year, but what else can you do to make you’re where your prospects and customers are?

Cindy Zuelsdorf of Kokoro Marketing offers useful tips on how to claim mindshare and keep your company and brand top of mind with prospects. In her blog “Smart Strategies for Being Everywhere Your Customer Is,” she shares techniques that work time and time again, whether for a show newsletter or mobile app, a booth at the show, or even a follow-up email after it’s all over.

Smart Strategies for Being Everywhere Your Customer Is

When a prospect is ready to buy, you want them thinking about you! That’s why it’s so important to get your name out there and remind people that you’re a valuable and trusted problem-solver. Be where your customer is, and be ready to offer value! Some people call this “omnipresent marketing” – have you heard that term?

I have a list of strategies that I created from one of my favorite things – the Lifecycle Marketing Master Plan. I use it all the time! It seems simple, but it’s so very effective.

Just pick one and get started! You can use these for any and every marketing plan.

1. Target + Attract

Have you already defined your perfect customer? Think about the last 10 or 20 people who bought from you. (Or, if yours is a newer business think about the first 10 people you’d like to buy from you!) Ask yourself a few questions: How old are they? Where do they live? What problems do they have? What are their values? And, probably most important, what do they want?

Now think about how to attract these people. What information would be incredibly helpful to them? With the answer to this question, you can move forward in providing prospects with the right messaging and information on the right communications platform.

2. Collect Leads

Make it easy on yourself and use a simple, efficient method for collecting your leads. Can someone fill in a form on your website, text you, book a meeting, and automatically get added to your email marketing system? Can you use your mobile phone to snap a pic of a biz card and have them and automatically go into your data base? If you want to improve your lead collection systems, now’s the time!

3. Educate + Help

When a prospect shows interest and engages, how do you educate and help them? Look back at those same questions you asked about your perfect customer. Also look at your interactions with other prospects and customers. When people talk with you or message you with questions, what are the things they always ask? If you can answer those questions and be of service, they will be more likely to buy from you. So, be the expert who provides the info they need — and make it easy to access.

4. Offer + Close

Do you have a good way for someone to try out your product or service? Maybe it’s a download or trial software? Is it easy for prospects to buy what you offer, and is the pricing clear? Is payment simple? And do you have a system in place for those times a prospect doesn’t follow through to make that first payment?

5. Wow

Once you have turned a prospect into a customer, ask how you can exceed their expectations. Delight them, even! Keep new and existing customers happy and coming back for more. In addition to building loyalty and generating repeat business, you set yourself up for testimonials and referrals, which is a fantastic way of getting new business. Use automation to make it easier for you — and to make sure no customer falls through the cracks.

Wondering what your next marketing plays should be? One of these steps could be perfect for you. If you have a minute, let me know how they work out for you!

Next Steps:

Make sure you have a totally solid system for getting your prospects into your CRM / database. This is a great starting point, and it sets you up so that you can follow up!

Go ahead and deliver a guide, white paper, or video with helpful information. Put this into an automated campaign so that you can continue the conversation with any prospects who ask for more information. Or make it available on your website with a simple sign-up form. It works, so go for it!!

If you aren’t already, use an online calendar to make it even easier for prospects and customers to book a meeting with you.

Put your knowledge and brand out there with a new webinar or online demo.

Create a newsletter or evergreen email campaign that will automatically maintain a connection between you and prospects in your CRM or database. Keep them thinking of you!

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

How to set-up your next webinar using Zoom + any email platform of your choice!

How Does “Attract, Sell, and Wow” Shorten My Sales Cycle?

What people are saying about Kokoro

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

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.

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

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

A year ago, I could not work out how we could reach the masses – we had a great product and we were struggling. And then, we talked! If someone had asked me about this sort of responsive marketing previously, I would not have believed it. All the marketing we have done with Kokoro’s help and involvement in the last 12 months is actually giving us re- sults... When someone downloads software and then visits the links we send, it works. I have to say that InfusionSoft and Kokoro have transformed our marketing – I’m so glad we’re working with you. I mean this sincerely.

MC Patel Founder & CEO, Emotion Systems

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 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

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

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

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

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

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

Cindy is a marketing genius! She got our phones ringing off the hook in a matter of days. She has the ability to listen to you talk and manages to take notes out your comments while she comes up with ideas to help you reach new customers. Cindy also knows the Broadcast market really well. Not just the customers but the actual technology! Very rare.

Jessica Colyer Director of Business Development and Customer Care, D2D Technologies. Owner, Broad Reach Technical Solutions, LLC.

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