Building A Follow-Up Map For Every Visibility Channel You Use

You've been on a few podcasts. Maybe you ran a workshop, spoke on a summit or joined a giveaway. Then the people who heard you landed in one big list and got the same newsletter as everyone else. Some of them never heard from you again.

A follow-up map fixes that. It's a one-page table with a row for every place people meet you, showing the tag they get in your CRM, what they hear from you in the first week, how you stay in touch over the next 30 to 90 days, and the one next step you'll invite them to. Fill in a row for each channel and your visibility starts turning into conversations.

I'm writing this for the coach, therapist or practitioner who's good at the work and has helped plenty of people, but whose clients still arrive in bursts. You probably have enough channels already. Each one just needs to send people somewhere sensible once they've heard you.

Key Takeaways

• Write one row per visibility channel, covering the capture point, CRM tag, first-week message, longer nurture and next invitation.
• Tag every contact with their source the moment they opt in, using one naming pattern so you can filter by channel later.
• Mention the exact stage where someone met you in your first message, because people forget a guest speaker within days.
• Match the next step to how warm each audience is, so a giveaway lead gets a small invitation and a VIP summit buyer gets a call.
• Review the map every 90 days and fix any row that isn't producing replies, purchases or booked calls.

What Goes Into A Follow-Up Map

A follow-up map is a table. Nothing fancier. Each row is a channel, and each column answers one question about what happens to a person who came from it.

Here are the columns I'd use:

1. Channel and stage: the specific podcast, workshop, summit, giveaway or partner.
2. Capture point: the free gift, registration page or opt-in that puts them on your list.
3. Source tag: the label your CRM attaches the moment they arrive.
4. First 7 days: the welcome message and what it refers back to.
5. Days 8 to 90: how often you write and what you teach.
6. Next invitation: a workshop, a VIP upgrade, a consult or a planning call.
7. Owner: who makes sure it runs, whether that's you, a VA, an automation or our team.

If a row has blanks, you've found the leak. In my experience it's usually column 3 or column 6. People get captured with no tag, so you can't tell where they came from. Or they get tagged and never invited to anything.

Why One Generic Sequence Loses Good People

Ivy Slater said it plainly in a podcast conversation about summit relationships: most people fall off on follow-up. They start full steam, write the drip campaign, fix the drip campaign, and then 10 days, 20 days or two months later the effort has simply stopped.

Rose Jubb, talking about her experience speaking on and sponsoring a summit, said that looking back she'd have put the people who took her free gift on a separate list. That way she could write to them about the summit they'd shared, rather than dropping them into her bulk email. Honestly, that's the whole idea of a follow-up map in one sentence.

Health practitioner Carol Lourie made a related point. A relevant free gift does more than sending people to your social media, because it captures the email address and starts a sequence. But you have to know whether that sequence is converting, or even being opened.

I learned this the expensive way. Once EventRaptor made summits easy to run, plenty of our customers still struggled to get clients from them, because they had no process for turning registrants and attendees into clients. They'd add hundreds of people to their list and convert few or none. In my experience, a good follow-up process might turn 10 to 15% of them into clients. That's my experience, not a promise, and your offer and audience will shape your own number. But follow-up decides most of the distance between few or none and a healthy result.

Building Your Map In Seven Steps

Give yourself an afternoon and a spreadsheet. You can tidy it later.

1. List every channel from the last 90 days. Include the podcast you did six weeks ago, the workshop you ran, the summit you spoke on and any partner who emailed their list about you. If you don't know where your current contacts came from, write that down too. It tells you step 3 matters.
2. Give each channel one capture point. A podcast listener needs a short, show-specific page with one free gift. A workshop already has a registration page. A giveaway has your gift inside the bundle. One clear opt-in per channel is enough.
3. Name your tags with one pattern. Something like src-podcast-showname, src-summit-name or src-partner-name. Keep it boring and consistent. Six months from now you'll want to filter by channel and see which stages produced booked calls.
4. Write a first message that remembers the stage. For example, a career coach might open with, "Thanks for grabbing the guide after my chat with Sam on the Career Shift Show." That one line tells the reader why you're in their inbox. Deliver the gift, add one useful idea and ask a simple question they can reply to.
5. Plan the longer nurture. Some people need weeks or months before they're ready to talk. Map a calm rhythm for days 8 to 90 that teaches, answers common questions and shares your thinking. I've written separately about building a respectful 30 to 90 day prospect journey if you want the detail.
6. Choose one next invitation per channel. Size it to the warmth of the audience. Cold giveaway leads might get a free workshop. Someone who bought a VIP pass to your summit has already raised a hand, so a call invitation is reasonable.
7. Assign an owner and a review date. A row with no owner quietly dies. Put a date in your calendar 90 days out to check replies, purchases and calls by tag.

Here's a tip. Start with your two busiest channels and get those rows working before you map everything else.

A Channel-By-Channel Follow-Up Map

Use this as a starting template. The tags are illustrations, so swap in your own names.

Podcasts And Other Borrowed Stages

Listeners hear you once and move on to the next episode. Your capture point needs to be easy to say out loud and easy to remember, and your first email has to rebuild the moment for them. If podcast and partner stages are your main channel, read how to turn borrowed audiences into coaching conversations alongside this.

Summits You Host

This is the richest row on the map, because you control the whole experience: registration, reminders, the VIP offer and everything after, which a day-by-day post-summit follow-up plan can map out. It also pays for the longest. At Own Your Stage, the first summit Jennie and I ran on EventRaptor in February 2022, we added 466 new people to our list and made more than $24,000 in sales within two weeks of the event. By February 2024 that one summit had produced more than $50,000, as new registrants kept buying. That's our result, not a prediction for yours. But notice where the second half of the money came from. The follow-up column.

Giveaways

Giveaway subscribers often opt in to several gifts at once, so they may not remember choosing yours. Introduce yourself properly, deliver the gift and earn the right to a second email before you invite them anywhere.

Partner Campaigns

Tag by partner, every time. More than 5,000 people on the EventRaptor list came from other speakers promoting our summits, and knowing who brought whom helps in two ways. You can mention the partner in your follow-up, and you can thank and invest in the partners who send right-fit people. The authority partner map helps you choose who's worth that investment.

Segmenting So Your Calls Go To Ready People

Tags tell you where someone came from. Segments tell you how ready they are. You don't need dozens. Three signals do most of the work:

• One or two registration questions, such as which challenge they most want help with.
• A purchase, like a VIP pass or a low-cost workshop ticket.
• A reply to one of your emails or a question asked at your event.

Anyone showing two of those signals deserves a personal invitation to talk. Everyone else stays in the nurture until they show interest. Your sales calls end up with fewer people who need convincing, and nobody feels pushed.

A Note For Therapists And Healing Practitioners

The same map works for a private practice, with a few adjustments. Keep registration questions about topics and interests, never symptoms or diagnoses. Don't use stories or testimonials from therapy clients anywhere in your nurture. Make it clear that your workshop or summit content is education and isn't therapy. And check your licensing board's advertising rules before you write the offer emails.

Add one extra row for fellow speakers and practitioners. Ivy Slater's advice was to keep building the relationship with speakers after the event, starting with a personal thank-you. For many practitioners, those professional referral relationships end up being worth more than the attendee list.

Where EventRaptor And Our Team Take Over The Busywork

Most of the effort in a follow-up map goes into wiring, so I'll be specific about what you no longer do by hand.

On EventRaptor, registrants sync to GHL/CRMRaptor with tags, so the follow-up can start the minute someone registers. Each promoter gets a unique link, so every registrant is attributed to the partner who sent them, and that attribution can carry into your CRM across events. VIP status is tracked automatically. Welcome, reminder and follow-up emails run on the event's own timing, with personalization placeholders, and you can add custom registration questions to the signup page. Giveaways have their own contributor workflow and leaderboard. Speakers can be synced and tagged in your CRM too, which handles that extra referral row.

EventRaptor also has video view analytics, so you can see how your session and replay videos are viewed. Video hosting is available through CRMRaptor, our GoHighLevel solution, so your session recordings and replays don't need a separate video host. Alongside the viewing data, you judge follow-up by replies, VIP purchases and booked calls in your CRM.

If you'd rather not build any of this yourself, our done-for-you team sets up the pages, tags, sync and email sequences, and your job is to teach, host and sell. We've produced 13 summits of our own and over 40 summits for clients. One of them was Lucy Bedewi's Out-Earn Your Man summit in September 2021. Her list grew from 25 people to 825, and she booked 4 discovery calls right after she presented. All 4 became clients. This is one person's result. It doesn't predict results for another host.

Once the tags and templates exist, you reuse them for every new campaign. That's the idea behind reusable launch infrastructure, and it's why the second event is so much lighter than the first.

Frequently Asked Questions

What Is A Follow-Up Map For Coaches?

A follow-up map is a simple table with one row for each visibility channel you use, such as podcasts, workshops, summits, giveaways and partner campaigns. Each row records how people get on your list, the CRM tag they receive, what they hear from you in the first week, how you nurture them over 30 to 90 days and the next step you'll invite them to. It shows at a glance where people are slipping through.

How Many CRM Tags Should A Coach Use?

Start with one source tag per channel and stage, plus a few status tags such as VIP buyer or replied. Use one consistent naming pattern so you can filter easily. Most coaches can run a solid follow-up map with fewer than 20 tags.

How Long Should You Follow Up After A Summit Or Podcast?

Plan a closer first week, then a steady rhythm for at least 90 days, and keep people on your regular list afterwards. Some people buy months or even years after they first meet you. Steve and Jennie's Own Your Stage summit made more than $24,000 within two weeks and passed $50,000 by February 2024 as registrants kept buying.

Should Podcast Listeners And Summit Attendees Get Different Emails?

Yes, at least for the first few messages. Each one should mention the specific stage where the person met you, so they remember why they're hearing from you. After that, the audiences can share most of your regular teaching emails, with different invitations based on how warm they are.

Can Therapists Use Automated Follow-Up Ethically?

Yes, when the messages are educational and respectful. Avoid collecting clinical details in registration forms, never use stories from therapy clients and make it clear that event content isn't therapy. Check your licensing board's advertising rules before sending any promotional emails.

Your Next Step

Open a spreadsheet tonight. List every channel you used in the last 90 days, fill in the seven columns for your two busiest ones and circle every blank. Those blanks are your to-do list. If you want a steady rhythm for keeping each row alive through busy client months, the coach-friendly campaign calendar pairs well with this.

If you'd like help deciding which channels deserve a full row, or whether a summit should become the main source feeding your map, Book your Client Attraction Planning Call. We'll go through the channels you already use and sketch the tags, messages and next invitations that fit your practice.