Online events are a great way to showcase your expertise, build relationships, and generate leads for your business. But how do you make the most of your online event attendees and turn them into referral sources? Here are some tips on how to follow up with online event attendees and ask for referrals.
The first thing you should do after your online event is to send a thank you email to all the attendees. This email should express your appreciation, recap the main takeaways, and provide a link to the event recording or slides. You should also include a clear call to action, such as asking for feedback, inviting them to join your newsletter, or offering a free consultation.
Always send a follow email or thank you email after the event. It's a perfect time because you're still top of mind for attendees. I also recommend including in the email a "feedback" section to not only receive areas of improvement but also see who was really engaged.
Nobody wants an email they feel obligated to respond to. Think of this less as a "thank you" message and more as a "gift" message — because this email should give value to the recipient. Offer a free consultation, or give them an asset you'd normally gate, like a white paper or template.
To follow up with online event attendees and ask for referrals, send a personalized thank-you email within 24 hours of the event. Include a brief survey for feedback, and subtly introduce the idea of referrals. Later, follow up with another email specifically asking for referrals, highlighting the benefits of referring others and possibly offering incentives. Always make sure your approach is courteous and respectful of their time and experience.
Following up with online event attendees can be as simple as sending a heartfelt thank-you message, sharing what you appreciated about their presence and the insights they brought to the event. Ask if there's anything they'd like to learn more about or if they know anyone in their network who might benefit from similar discussions. It's about fostering a sense of community and mutual support, not just transactional networking.
Thank yous that spark word-of-mouth bloom from shared journeys, not canned messages. Unleash empathy, not platitudes. Craft personalized emails – funny memes they'll share, inside jokes they'll get, insights tailored to their "aha" moments. Make them feel seen, not just segmented. Co-create, not control. Spark post-event discussions, invite them to shape future events. Make them feel like co-pilots, not passengers. Offer sneak peeks, not bribes. Share unreleased features, beta invites, exclusive content that taps into passions. Make them feel like insiders, not targets. Weave a post-event tapestry of empathy, co-creation, and sneak peeks. Referrals ignite not from guilt trips, but from the thrill of being part of something bigger.
Not all attendees are equal. Some may be more interested, engaged, and qualified than others. You should segment your attendees based on their behavior, such as how long they stayed, how many questions they asked, or how they rated the event. You can use tools like Zoom, Eventbrite, or HubSpot to track and analyze your attendee data. Then, you can tailor your follow-up messages and offers based on their level of interest and readiness.
Try to get a basic understanding of who your attendees are before the event. Include in your sign up job role, employee count, etc...
Not all attendees are the same. Group them based on their level of engagement, interests, or any other relevant criteria. This helps you tailor your follow-up communication.
The best way to segment attendees is to ask them questions. And these can be "qualifying questions". With this, you should be able to segment them by need or the goal they want to achieve. With this information you can build a nurturing campaign that can discuss exactly what the attendee is looking for. You can use this segmentation to qualify and disqualify prospects and have a personalized discussion with them.
Not all attendees have the same needs or interests. Segmenting them based on their demographics, engagement during the event, or areas of interest allows you to tailor future communications. This personalization fosters a stronger connection and increases the effectiveness of your outreach.
Depending on your industry you have to segment audience based on their pain points and which problems they're trying the solve..in this case, your content will resonate with your audience.
The next step is to nurture your leads with relevant and valuable content that helps them solve their problems and achieve their goals. You can use email, social media, or blog posts to share useful tips, case studies, testimonials, or webinars that relate to your online event topic. You should also monitor and respond to their questions, comments, or feedback. The goal is to build trust, credibility, and rapport with your leads and move them along the buyer's journey.
I suggest making newsletter sign up a pre-requisite for attending your event. It just makes sense. They are already going to give you their email address most likely and it's never been a problem for me
Ditch the drip, stoke the embers! Forget automated sequences, ignite a post-event odyssey! Spark curiosity, not schedules. Ditch daily nudges, send unexpected "remember when..." notes, hilarious event bloopers & exclusive backstage insights. Keep them surprised, engaged & craving more. Fuel passion, not pipelines. Forget generic nurture tracks, segment based on "aha!" moments from the event. Tailor content to specific interests, challenges & next steps. Invite, don't sell. Ditch the hard sell, host interactive polls, live Q&A sessions & co-creation challenges. Make them feel like active participants, not sales targets. Nurture leads w/ curiosity, passion & invitation. The'll become not just warm prospects, but passionate embers.
Provide additional valuable content like a recap of key takeaways, access to recordings, or bonus materials. This keeps your event top of mind and builds goodwill.
My two rules for nurturing online event and webinar attendees are: 1) Continue to add value to build the relationship and establish trust. The more you give, the more you engage, and that leads to good long-term results and conversions. 2) Don't ask for too much too soon. Remember that just because they came to an event doesn't mean they owe you anything. When you focus on engagement it becomes much easier to ask for a favor when you need it.
Don't let the post-event engagement stop. Share valuable content relevant to their interests, offer exclusive resources, or invite them to smaller, interactive sessions. This consistent interaction builds trust and keeps your brand top-of-mind.
Once you have established a strong relationship with your leads, you can ask them for referrals. Referrals are one of the most effective ways to grow your business, as they come with a high level of trust and credibility. You can ask for referrals in different ways, such as sending an email, making a phone call, or using a referral program. You should always explain why you are asking for referrals, how it will benefit them and their contacts, and what kind of referrals you are looking for. You should also make it easy for them to refer you, by providing them with a link, a template, or a landing page.
Once you've established a connection, directly ask for referrals. You can do this in a follow-up email, a survey, or even a personal message on LinkedIn.
There's a common quote that says "you miss 100% of the shots you don't take" -- if you never ask, you'll never get a yes. It sounds so simple because it is. Don't be afraid to make an ask. Now, don't be spammy or misleading about it, but don't let fear stop you.
Once you've nurtured relationships, strategically request referrals. Offer incentives like discounts, early access to products, or recognition programs. Make it easy to refer by providing clear instructions and referral links. By demonstrating appreciation and offering value, you encourage them to become brand advocates and expand your reach.
Once you've thanked your event attendees and hooked them up with valuable resources or follow-up content, it's a good time to ask for referrals. It's best to do this a few days after the initial follow-up once you've interacted positively. When making the request, be calm, direct, and focus on how the referred individual could benefit. Highlight how your services or upcoming events could be helpful to them. For example, you could say, "If you know someone who could benefit from our upcoming events or resources, feel free to share their contact details with us, or forward them this email!" This approach ensures that the request is framed as helpful and considerate, making it more likely for the attendee to refer someone.
I've learned that acknowledging the effort of referring with a personalized thank you note or a shout-out in a community forum can turn a satisfied attendee into a loyal advocate.
The last step is to reward your referrers for their support and loyalty. You should always thank them personally and publicly for their referrals, and show them how much you appreciate them. You can also offer them incentives, such as discounts, freebies, or commissions, depending on your business model and budget. You should also track and measure the results of your referrals, and share them with your referrers. This will motivate them to keep referring you and strengthen your relationship.
Show appreciation for those who refer others. Offer incentives that align with your event goals and brand. This can be anything from discounts to exclusive content.
Show appreciation by thanking them personally and publicly, highlighting the value of their referrals. Consider offering incentives like discounts, free products, or commissions to further incentivize their efforts. Additionally, track and measure the results of referrals, sharing this data with referrers to illustrate the impact of their contributions. By acknowledging their efforts and providing tangible rewards, you foster a positive relationship and encourage continued support from your referrers.
You can show your appreciation by implementing a referral reward program to incentivize and thank those who spread the word. Offer meaningful rewards that align with your brand and audience preferences. This could be exclusive content, discounts, or even charitable donations in their name. Research shows that referral programs can lead to a 71% higher conversion rate compared to other marketing channels. Make your rewards enticing and easy to redeem.
Forget one-size-fits-all trophies, rewards aren't just discounts, they're keys unlocking personalized adventures. Match passions, not price tags. Craft rewards around their interests, not generic discounts. Early access to a passion project, personalized consultations w/ event speakers, exclusive behind-the-scenes experiences – make them feel like VIPs. Fuel journeys, not goals. Think subscription boxes curated to their post-event journey, a series of learning sessions with industry experts, exclusive access to co-creation projects. Surprise & Delight, don't just transact. Unexpected thank-you gifts, handwritten notes from the CEO – create moments they'll never forget. Reward w/ passion, personalize w/ purpose & surprise w/ delight.
Rewards that resonate are those that acknowledge the individual's contribution in a meaningful way, whether it's exclusive access, a personal acknowledgment, or an opportunity to co-create. You could offer rewards that align with the referrer's values and interests.
The follow-up process does not end with one referral. You should repeat the process with every new lead that comes from a referral. You should also keep in touch with your existing referrers and leads, and provide them with ongoing value and support. By doing so, you will create a loyal and engaged community of advocates and fans for your business.
Don't just ask once. Continue to engage with your attendees and referral sources. Regularly share new content, updates, and opportunities for further interaction.
You'd be shocked (well, maybe not) how often clients tell me "campaign just ended" when I ask why a successful program stopped. Remember, a good thing is worth building on! Don't ditch, iterate! Think Champion/Challenger: keep what works, then improve it, not start from scratch every time.
As you know, success lies in consistency: analyze your results, refine your approach, and repeat the process for future events. Continuously improve your follow-up strategy based on attendee feedback and engagement metrics. Remember, building a referral culture takes time. According to Nielsen, 92% of consumers trust referrals from people they know. By consistently nurturing relationships and asking for referrals, you'll create a sustainable growth engine for your events.
In my experience, the most successful follow-ups are those that evolve with the community, incorporating feedback and adapting to changing needs and interests.
Referral programs should be integrated into your overall marketing mix. While tactical campaigns can drive short-term growth, referrals can serve as a major growth driver and should be treated as a key marketing channel for long-term success.
Timely Follow-Up: Send a thank-you email shortly after the event, expressing appreciation for their participation. Engaging Content: Include event highlights, key takeaways, and a link to the event recording to keep the attendees engaged. Clear Call-to-Action: Clearly request referrals, explaining the benefits for both the referrer and the referee. Incentives: Offer incentives such as discounts, exclusive content, or entry into a prize draw to encourage referrals. Easy Referral Process: Provide a simple referral link or form to make the process easy. Personalization: Personalize the follow-up email to make attendees feel valued and more likely to refer others.
Personalize your message: Use names and reference specific aspects of the event to make your communication feel more personal. Offer a clear call to action: Make it easy for people to refer others by providing a simple link or code. Track your results: Monitor how many referrals you receive, where they come from, and which incentives are most effective. Use this data to improve your strategy over time.
Follow up on registration versus after the event. If you run webinars as a lead gen effort don't wait to the event to follow up. Having a SDR calling and saying "would you rather do this in private or wait to the webinar" will result in more meetings. Also it spreads the work over time for the SDR.
Digital Marketing | Strategy | Brand | Lead Generation | Demand Generation | ABM
Your webinar or event marketing should have a place in your ICP's overall user journey. Webinars and online events (depending on the content) are considered TOFU/MOFU unless it's product demo specific then it's BOFU. If someone attends your webinar about something general like AI it doesn't necessarily mean they're in the market for your product. Retarget those attendees in a new ad type building on the content (e.g. addressing pain points, case study, ROI calculator, industry news).
Timing is everything with events. if you have to wait a few days or a week to follow up...dont bother. You need to hit these people when their engagement is the highest. Can you remember the event you went to 2 weeks ago? Of course you cant