Why event follow-up is just as important as the event itself

Hosting a seminar, workshop, or networking event takes significant effort. From planning the content and logistics to engaging with attendees, businesses invest time and resources to showcase their expertise. However, what happens the next day when the team returns to the office? Too often, the focus shifts immediately to other tasks, and the event becomes a distant memory. However, the follow-up is just as crucial as the event itself.

A well-executed follow-up strategy ensures that the relationships built at the event don’t fizzle out and the value delivered translates into real business opportunities. Here’s how companies can maximise the impact of their events with strategic follow-up actions.

Organise and review your event data

Start by gathering all the information from the event:

• Attendee lists

• Business cards or LinkedIn connections

• Notes from conversations

• Feedback from attendees

  
  

This helps segment contacts based on their interests and potential business opportunities, allowing for a more personalised follow-up.

Send a personalised follow-up email

Within 48 hours, send an email to attendees thanking them for their time. Personalisation is key—mention specific topics discussed or questions raised. A good follow-up email might include:

• A brief thank-you message

• A recap of key takeaways from the event

• Additional resources, such as a recording, presentation slides, or related articles

• A call to action (e.g., scheduling a follow-up call, subscribing to a newsletter, or joining a LinkedIn group)

  
  

Leverage social media for engagement

Social media is a great way to continue the conversation post-event. Share key insights, photos, or a highlights reel from the event and tag attendees. Encourage attendees to share their thoughts and takeaways using an event hashtag or in the comments section.

Follow-up with hot leads

If you identified potential business opportunities, follow up with a more direct approach.

This could be:

• A phone call to discuss how you can help with their specific challenges

• A one-on-one meeting invitation

• A tailored proposal if they showed strong interest in your services

  
  

Send a post-event survey

Collecting feedback is crucial for refining future events. Send a short survey asking about attendees’ experiences, what they found valuable, and what could be improved. This not only helps in making future events better but also keeps your business in their view.

Repurpose content from the event

Turn the event discussions into valuable content:

• Blog posts summarising key insights

• Short video clips from the event

• Infographics highlighting key takeaways

• An FAQ document based on audience questions

  
  

This extends the reach of the event and provides ongoing value to both attendees and those who couldn’t make it.

Stay connected for the long term

Not every attendee will be ready to buy or collaborate immediately, but that doesn’t mean the relationship ends. Stay connected by:

• Adding them to your mailing list (with their permission)

• Sending occasional relevant updates or insights

• Inviting them to future events or webinars

  
  

A successful event isn’t just about what happens on the day—it’s about the relationships and opportunities that come from it. Businesses that invest in strategic follow-up efforts can turn a single event into long-term engagement and new opportunities.

Next time you host an event, make sure all the effort counts. Follow up, build on the connections you've made, and make your event truly worthwhile.