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What is the best way to follow up after a marketing event?

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You've just hosted a successful marketing event, whether it was a webinar, a workshop, a trade show, or a networking session. Congratulations! But your work is not done yet. The most important part of any marketing event is the follow-up. This is where you can turn your attendees into leads, customers, or advocates for your brand. In this article, we'll share some tips on how to follow up after a marketing event effectively and efficiently.

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1 Set your goals and metrics

Before you start sending out thank-you notes, surveys, or offers, you need to have a clear idea of what you want to achieve with your follow-up. What are your goals for each segment of your audience? How will you measure your success? For example, you might want to increase your email list, generate sales, get referrals, or collect feedback. Depending on your goals, you'll need to track different metrics, such as open rates, click-through rates, conversions, or satisfaction scores.

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Mary Bennett

Storyteller | Community Builder | Content Strategist | eDiscovery Marketer
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Knowing your goals is critical to selecting your channels. Looking to drive more leads through the funnel? Nurture an event list with a email series that will educates them on their challenge and invites them to dig deeper as they go through the cadence.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Follow up as soon as possible after the event while your brand is still fresh in participants' minds. Categorize your leads based on their level of interest or engagement during the event. This will help you tailor your follow-up strategy to each group.

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Wambui Gathua GrowthScope(MSc. ,BA) .

Data-Driven Business Growth | Marketing & CX Strategist : I help businesses grow and thrive through data-driven marketing and customer experience strategies.
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Segment the leads per interest then send them thank you notes on their prefered node of communication. I will include a CTA at the end to get ghem to take action fir whatever i want. After a few days i would make a follow up call to those who respond to the CTA to try convert them

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2 Segment your audience

Not all your attendees are the same. Some might be ready to buy, some might need more nurturing, and some might not be interested at all. To tailor your follow-up messages and offers, you need to segment your audience based on their behavior, interests, or preferences. For example, you can use registration data, attendance data, engagement data, or survey responses to create different groups of attendees. Then, you can customize your content, tone, and call to action for each group.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Send personalized emails or messages to your contacts. Reference specific discussions or topics from the event to show that you remember them.

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3 Choose your channels and tools

There are many ways to follow up after a marketing event, such as email, social media, phone, or text. The best channel depends on your audience, your goals, and your resources. You might want to use a combination of channels to reach more people and increase your response rate. However, you also need to respect your attendees' preferences and privacy. Don't spam them with too many messages or use channels they didn't opt in for. To make your follow-up easier and faster, you can use tools like CRM software, email marketing platforms, or automation tools.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Share additional relevant content or resources that complement the event. This could include whitepapers, articles, or exclusive insights.

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4 Craft your messages and offers

The content and timing of your follow-up messages and offers are essential for success. You should be relevant, helpful, and engaging without being pushy or annoying. To craft your messages and offers, start by sending a thank-you note that expresses your appreciation and summarizes the key takeaways from the event. Send your follow-up within 24-48 hours after the event while it is still fresh in your attendees' minds. Include a clear and compelling call to action that matches both your goals and your audience's needs. Offer value and incentives that encourage people to take action, such as discounts, bonuses, free trials, or referral programs. Keep your messages short, simple, and friendly with a conversational tone. Personalize your messages with names and details for a greater impact.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Clearly outline the next steps or actions you'd like your contacts to take. This could be scheduling a follow-up call, attending a webinar, or trying out a demo.

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Emily Short

Innovative Marketing Strategist?? | Crafting Compelling Narratives to Elevate Brands ?| MSM Candidate
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Continue the conversation! It's important to engage with prospects that you had the chance to talk to and highlight the important takeaways for your audience. Ensure that the message is relevant by using personalization and adding details about your conversation or interaction where applicable. This is where your marketing tools should help make this outreach easier and more valuable to your audience by utilizing key pieces of data.

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5 Analyze and optimize

The last step of your follow-up is to analyze your results and optimize your strategy. You need to measure your performance against your goals and metrics, and identify what worked and what didn't. You can use tools like Google Analytics, email marketing reports, or CRM dashboards to track and visualize your data. Then, you can use your insights to improve your follow-up for future events. For example, you can test different subject lines, content, offers, or timing to see what generates more responses and conversions.

Following up after a marketing event is not a one-size-fits-all process. You need to plan, segment, choose, craft, and analyze your follow-up to make it effective and efficient. By doing so, you can build lasting relationships with your attendees and grow your business.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Request feedback on your event to understand what worked well and areas for improvement. This not only helps in refining future events but also shows your commitment to continuous improvement.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jim Shulman

Monetize Great Ideas |Coaching entrepreneurs exclusively | Join 100+ leaders who get what they want | He, Him His
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Send a link to the event video, thanking the person for attending and offering the video as a reference for future study, as well as an opportunity to pass it along to colleagues as they found the time valuable.

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Hatim Bootwala

Business Development | Business Strategy | Sales Management | Strategic Planning | Marketing
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Engage with your contacts on social media platforms. Thank them for attending, share highlights, and encourage them to share their experiences.

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What is the best way to follow up after a marketing event?

1

2

3

4

5

6

1 Set your goals and metrics

2 Segment your audience

3 Choose your channels and tools

4 Craft your messages and offers

5 Analyze and optimize

6 Here’s what else to consider

Event Planning

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What is the best way to follow up after a marketing event?

1

2

3

4

5

6

1 Set your goals and metrics

2 Segment your audience

3 Choose your channels and tools

4 Craft your messages and offers

5 Analyze and optimize

6 Here’s what else to consider

Event Planning

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