Following yesterday’s Marketing Monday article on why post-event follow-up is crucial, today we’re honing in on the practical aspects. Here’s your comprehensive guide on how to follow up effectively after international education industry events.

The golden rules of follow-up

How you approach post-event follow-up can make all the difference. Keep these core practices in mind.

Do

1. Act quickly

• Follow up within 48-72 hours
• Send a brief initial email while memories are fresh
• Schedule promised calls promptly

2. Personalise your communication

• Reference specific conversation points
• Mention unique aspects of their market
• Include any promised information

3. Keep records

• Track all interactions
• Note key points from conversations
• Set reminders for future follow-ups

Don’t

4. Overwhelm recipients

• Send lengthy emails
• Bombard with multiple messages
• Push for immediate commitments

5. Use generic templates

• Send mass ‘Nice to meet you’ emails
• Copy and paste the same message
• Forward blanket marketing materials

Your follow-up timeline

Timing is also crucial when it comes to post-event follow-up. Here’s a suggested timeline to keep you on track.

Within 24 hours

• Sort business cards and update your database
• Send LinkedIn connections with personalised notes
• Tag contacts in relevant social media posts

Within 48-72 hours

Send a personalised email:

• Reference specific conversation points
• Attach promised materials
• Suggest concrete next steps
• Keep it brief and professional

Within one week

• Schedule any promised video calls
• Share relevant materials or information

Within two weeks

• Follow up with contacts who haven’t responded
• Start developing concrete action plans with interested partners

Long-term relationship building

Remember that follow-up isn’t just about immediate conversion, so it’s important to maintain contact with your new connections even without immediate business opportunities. Interact with partners on social media, celebrate their successes, and share company and industry updates regularly. This will keep your institution top of mind for potential partnerships later on.

Effective follow-up is an art that combines timeliness, personalisation, and professionalism. By adapting these guidelines to your institution’s needs, you’ll maximise the return on your event participation and build lasting partnerships in international education.

Written by Stephanie Clark