Has anyone ever attended one of your seminars and seemed really interested, but would not pull the trigger to set an appointment? If so, what was your follow-up plan? Make another phone call, and move on to your next seminar? Seminars are an effective way to meet new clients, however they are expensive. So why not put all of your attendees into a drip marketing campaign?

Drip marketing is effective because it helps you stay in touch with the people who attended your seminar and were not immediately ready to set an appointment. It keeps your name in the top of their minds. Drip marketing also ensures that you have a consistent follow-up plan for all attendees.

Multiple messages to the same prospect are effective. If you’re looking at doing seminar follow-up I would recommend starting with 12 messages. You should also plan on varying your messages as you go.

To get started, utilize your list of seminar attendees by putting them into a database. You can use your current CRM software. This is a great way to stay organized and provide tracking. Then, select which method you will use for your messages. Some ideas include postcards, brochures, or news articles. Newsletters are good for current clients, but not necessarily for prospecting.

Finally, decide on your message. Make your message short and to the point. Give prospects something that is informative, but will require them to come to you for additional information. This will provide you with an opportunity to set an appointment.

Utilize your CRM software to keep track of what you send out, who responds, and how many appointments you set. This will allow for making adjustments as you go and for tracking your year-end results.

Brian Clark is vice president of sales and marketing for Peter Montoya Inc. and HOARD. Both companies specialize in marketing for financial services professionals. He can be reached at bclark@petermontoya.com.