I’ve been a business coach for over 21 years. One of the most important lessons I’ve learned in all this time is the power of effective follow-up marketing. Networking, speaking engagements, and events—whether in person or virtual—are incredible opportunities, but without proper follow-up, all that effort can feel wasted. Let me share how I approach follow-up marketing and what has worked for me over the years.

1. Why Follow-Up is Everything

Back when I started, I’d attend as many networking events as possible, collecting a stack of business cards and contacting everyone I could. These days, I’m more strategic. It’s still a numbers game, but I focus on capturing the information of people who show real interest in what I do. Once I’ve got their info, I sort them into categories—cold, warm, or hot leads—and tailor my approach to meet them where they are.

2. Email Alone Isn’t Enough

Let’s be honest: email isn’t as reliable as it used to be. Spam filters and promotional tabs mean many emails never even get seen. How often do you check your spam folder? Not often, right? That’s why I never rely on email alone.

Here’s how I diversify my follow-up:

• Phone Calls: Yes, I still make personal calls to those who are highly interested.
• Voicemails Using Tools Like Sly Broadcast: I record a message tailored to a specific event and send it to multiple contacts. It feels personal but saves time.
• Text Messaging: While I don’t use it heavily yet, I know it’s a great tool as long as you have opt-in permission.
• Direct Mail: Believe it or not, a physical note or postcard in the mail works wonders. It doesn’t get lost like an email, and people appreciate the extra effort.

3. Educating Your Audience Matters

I often remind my subscribers to check their spam or promotional folders for my emails. Sometimes, I include this in a voicemail or even a handwritten note. I make it fun by saying things like, “Rescue me from your spam folder!” It works!

4. Keep It Personal

I make a point to add a personal touch to every interaction. Whether it’s a direct message, a voicemail, or an email, I focus on building a relationship first. It’s not about selling immediately—it’s about creating a connection that lasts.

5. Tools to Make Life Easier

I use tools to streamline my follow-up efforts, like email marketing platforms, CRMs, and Canva for creating postcards or event reminders. These tools save me time and keep everything organized.

6. Consistency Pays Off

One thing I’ve learned is that one email or call isn’t enough. I follow up multiple times and across different channels to make sure my message gets through. Persistence, when done with care, shows professionalism and genuine interest.

7. Social Media is a Game-Changer

Private messaging on LinkedIn or Facebook is another great way to stay in touch, but I’m mindful not to overdo it. Nobody likes to feel bombarded, especially on platforms like Facebook, which can flag excessive messaging.

8. Add Value to Every Interaction

This is key. I always think about what my audience needs and how I can help them. Whether it’s sharing a tip, an inspiring story, or a useful resource, I aim to give them something valuable in every interaction.

Why It Works

For me, follow-up marketing is about creating a system that helps me connect with people, build relationships, and grow my business. It’s not about spamming or overwhelming people—it’s about staying visible and approachable. By diversifying my approach, being consistent, and making it personal, I’ve built a business that I love and one that works.

If this resonates with you, let’s connect! Whether you’re looking to fine-tune your follow-up strategy or need help creating a smooth-running, money-making business, I’d love to chat. You can find me at Jumpstart Your Biz Now or Jumpstart Publishing—I’m always here to help.

Here’s to your success,
Katrina Sawa

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