In this post, I’m pulling back the curtain on the exact Post-Event Nurture Sequence I’m using right now to move our Social Media Marketing World (SMMW) attendees from casual course takers to engaged community members — and even into paid strategy clients.
But first, let’s set the scene: You’ve done the hard part. You showed up at the event, crushed your session, and watched as those sign-ups rolled in. It feels good, right?
But here’s the truth no one really talks about: what happens after the event is what actually matters.
Because those warm leads? They’ll go cold faster than your third cup of conference coffee if you don’t have a plan to keep them engaged.
In this post, I’m pulling back the curtain on the exact nurture sequence I’m using right now to move our Social Media Marketing World (SMMW) attendees from casual course takers to engaged community members — and even into paid strategy clients.
Let’s go.
Why Post-Event Nurture Matters So Much
When someone signs up for your free course or resource at an event, they’re raising their hand. They’re saying: “Hey, I’m curious. Show me what you’ve got.”
But curiosity is fragile. Without intentional follow-up, their excitement fades — fast.
A good nurture sequence does three things:
- Keeps you top of mind without being annoying.
- Builds trust by delivering real value, not just sales pitches.
- Gently opens doors to deeper engagement, so when they’re ready, you’re the obvious choice.
That’s the playbook we’re running here.
Anatomy of a High-Trust, High-Converting Nurture Sequence
Here’s the flow I’m using post-SMMW, and honestly? You can swipe this for any event or launch as your go-to post-event nurture sequence.
1. The Welcome Email: Warm, Personal, No Fluff
Subject Line: You’re officially part of the fold
This is your first impression in your post-event nurture sequence. The goal? Make them feel seen.
I wrote mine like a personal note. No big CTA. Just: Hey, I see you. I’m so glad you’re here. Here’s what to expect.
The magic here is in setting expectations — and teasing what’s to come without overwhelming them.
💡 Pro Tip: End with an open invitation to reply. People love feeling like they’re part of your inner circle.
2. The Proof Point: Show, Don’t Tell
Subject Line: How we improved response times by 3,700%
You’ve welcomed them. Now it’s time to show them you’re not just talk.
For this, I shared our Brother International case study. It’s powerful because it’s not theory — it’s proof that conversational customer care drives real, measurable results.
This builds your credibility and starts to shift their thinking: “If they did this for Brother, maybe they can help us too.”
3. The Hidden Opportunity: Open Their Eyes to Untapped Potential
Subject Line: What if 20% of your social convos were pre-purchase?
Now we’re in mindset-shifting mode!
Here’s where you help them see what they’ve been missing. For most brands, social feels like noise. But we know buried in that noise is real buying intent.
We’ve seen time and time again that brands underestimate how much of their social conversation is acquisition-focused. We’re talking at least 20% of convos are pre-purchase.
[REAL client data!]
In this email, I linked to our free resource — “15 AI-Powered Prompts to Supercharge Social Care”.
It’s not a sales pitch. It’s a helpful tool that keeps the value flowing.
4. The Intent Decoder: Teach Them to Read Between the Lines
Subject Line: The secret to spotting buyer intent in your mentions
By this point in the sequence, your audience trusts you. Now, you flip the script and make them feel like insiders.
This email zooms in on one of our favorite strategies: analyzing intent in social media conversations.
I linked to our in-depth blog on the topic — “How to Analyze Intent from Social Media Engagement” — because it’s pure gold for anyone wanting to understand their audience at a deeper level.
And? It naturally sets up the next move…
5. The Soft Invitation: From Insight to Action
Subject Line: Your CX game plan, made personal
Finally, the most important moment in your post-event nurture sequence: the soft offer. No hard sell. No desperate “buy now!” vibes.
Instead, I framed it as a natural next step: “Hey, you’ve soaked up all this insight. If you’re ready to apply it to your unique situation, I’m offering a few paid 1:1 strategy sessions this month.”
And here’s the kicker — I gave them choice.
In the P.S., I offered our Social Media Mystery Shop as a lighter, ‘test the waters’ option. This empowers them to choose their own adventure, depending on their readiness and budget.
What Makes This Sequence Work?
If I had to sum it up: it’s all about conversation over campaign.
Here’s why this post-event nurture sequence approach feels natural (and gets results):
- Human-first tone: Every email feels like it’s from a friend, not a faceless brand.
- Micro-wins in every message: They learn something valuable, regardless of whether they buy.
- Progressive engagement: Each email builds trust and moves them closer to action, without pressure.
- Soft exit ramps: With optional CTAs like the Mystery Shop, they feel in control.
Quick Sidebar: Brands, This Is for You Too
I know a lot of what I’m sharing here sounds like it’s geared toward speakers, coaches, or creators — especially if you think about event leads as personal connections.
But listen: if you’re running a brand account, this is exactly the approach you should be using to nurture your audience, too!
Every time someone follows you after an event, downloads your lead magnet, or engages with your brand on social, they’re raising their hand just like those folks at SMMW did for my session.
The only difference? You’re probably operating at scale — and that means this approach is even more important.
Because here’s what happens inside brand social:
- New followers drop off if you don’t engage them.
- Customer questions go unanswered, and frustration builds.
- Warm leads (people asking buying questions!) get buried under generic community chatter.
Your audience is full of what I call intent signals — subtle hints that they’re ready to take action. The brands that win are the ones that know how to spot those signals and nurture them into conversions.
This isn’t about blasting generic campaigns. It’s about building sequences (like the one you’re reading) that feel personal, even at scale.
So yes, while I designed this post-event nurture sequence off the back of a speaking gig, it works beautifully for brands managing customer journeys on social, email, or any owned channel.
In fact, our clients see some of their highest returns when they apply this style of nurture to:
- Webinar signups
- New product launches
- Social media engagement follow-ups
- Post-purchase retention campaigns
The strategy is universal. The only thing that changes is your stage.
Ready to Build Your Own? Here’s How to Start.
Whether you’re nurturing leads from an event, webinar, or social campaign, the structure stays the same:
- Welcome them warmly.
- Prove your value early.
- Shift their perspective with insights.
- Teach them something new.
- Offer them a natural next step.
If you’re curious what this would look like for your brand, I’d love to brainstorm it with you. (See what I did there? 😉)
Either way, remember this: Your post-event leads are more than numbers. They’re conversations waiting to happen.
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