Business Growth Blueprint with Mark Fitzgerald

From Leads To Loyalty, The Follow-Up Strategy That Grows Revenue

• Mark Fitzgerald • Episode 11

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Most sales don’t vanish—they fade because nobody follows up. We’re pulling back the curtain on the simple systems and messages that turn quiet maybe into a clear yes, without spamming or burning your list. If you’ve ever wondered how to stay top of mind and still feel helpful, this is your playbook.

We start with the fundamentals: capture the right details at every touchpoint, from email and phone to preferred channel, and use them with care. Then we walk through a weekly cadence that works across industries—one high-value email each week, anchored by an 80 to 20 split of education to offers. You’ll hear practical examples for restaurants, brick-and-mortar shops, coaches, and property businesses, including milestone-based messaging like birthdays and anniversaries that drives repeat visits and higher lifetime value.

From there, we get tactical with automation. We share how tools like multi-channel CRM and messaging platforms make it easy to deliver personalized content on email, SMS, WhatsApp, or Messenger, all from one place. You’ll learn the Media Market Message framework to keep outreach relevant: match the channel to the person, track what’s changing in their world, and deliver a warm, clear message at the right time. We also talk mindset—why some subscribers take months or years to convert, why unsubscribes are healthy, and how to keep growing your list with fair value exchanges like lead magnets and exclusive offers.

If you’re ready to stop leaving money on the table and start building steady revenue through respectful, consistent follow-up, you’ll leave with a simple plan you can set up this week. Subscribe, share this with a founder who needs it, and leave a quick review to tell us your biggest follow-up challenge.

For more help and FREE tools and resources please visit..

www.markfitzgerald.com

or reach out to me on...

Email me at: mark@markfitzgerald.com


SPEAKER_00:

Welcome to the Business Growth Blueprint Podcast. If you're an entrepreneur looking to elevate your business, you're in the right place. In today's fast-paced world, growing your business is more than just numbers. It's about making great marketing decisions to build meaningful connections, increase your revenue, and keep your customers not just satisfied but truly happy. So you can live your life on your terms. Let's get started. I see this time and time again. And it's one of those times where you really want to stop and wonder how much more profit you would have made if you diligently followed up every time a lead, an inquiry, or an opportunity came your way. For me, following up with people is essential. And I've always made sure that I have the right systems in place to do this. Now it doesn't matter what your business is, you want to be getting people's details, but you want to be using those details respectfully and following up with people. Now, even in my property business, where I might go out there and do some viewings, I will follow up with the agents myself, I will follow up with the vendors myself. And in our other businesses, if you've ever reached out to us, you've ever spoken to us, you will have got plenty of follow-up. Now it shouldn't be too much that it annoys people, but it should be enough that people recognize you, they know you're there, and they know exactly what you are offering or what you are selling to them. So if for argument's sake, you're a restaurant and you have clients coming in and you're relying on the footfall of people coming through your doors. Why? Because of word of mouth, because you put some flyers through the local housing community's doors, you are building a business on a wing and a prayer. And what you should be doing is making sure that any of your customers that come through have the opportunity to give you a phone number, to give you an email address. Get into conversations with them. Try and find out when their anniversaries are, how long they've been married, if they come in and they're a couple, or when did they get together, when are their birthdays, when are their children's birthdays, and start putting that into a system so that you can make it so that it sends out reminders, it sends out your birthday is coming up in the next few weeks. Why not come in and have 25% off on us for your birthday treat? Those sorts of things. Likewise, if you are just a shop bricks and mortar, you want to be getting people's details, you want to be sending them not only offers, but also what you think that they will be interested in as well. So really look at your customer avatar or your clients, if that's the case, but make sure that you're communicating on a regular basis with people who have interacted with your business, your services, and your offering. You need to make sure that you are following up. Now, email is the easiest way to do that at the moment, and a lot of people say, Well, I don't want to bombard my customers with lots of emails. And I I get you, I get you on that one. But the fact of the matter is, if you send at least one email a week, which is what you should be doing, of relevant information that your client A might really benefit from, B will help them and also shows you as the expert in that field, the go-to business in that area, in that field, you are doing yourself a lot of justice. Why? Because people will start to recommend you, they'll start to refer you, and of course, they will continue to use your services. If you continually just bombard them with come and buy my stuff, come and buy my services, and that's all you're sending out. That is the wrong way to be doing your follow-up. So every now and again, you can do follow-up where you're looking at an offer where you're proposing for people to come and use your services or buy what it is that you have to sell, but really you want to do it on a ratio of 80% of quality, of helpful emails, of assistance, and 20% of sales. And if you look at that over the course of a month, and even if you just sent one email a week, and I recommend that potentially, if you're not doing anything, you start to do that now. One of those emails could be an offer, one of those emails out of four or five, depending on the months, should be helpful information, but also you want to be getting your offers out there. I appreciate that. But it doesn't just want to say buy my stuff all of the time. Now I get people that come and use our services that buy our products that have been on our email list or maybe our messaging list for a good number of years before they're actually ready to come and purchase and buy from us, or even contact us or speak to us about the opportunities that we can help them with. And that's great. Why? Because in that time, we've nurtured them, we've kept people informed, we've helped update them on the latest trends, on things that have changed in the industry, of new products, of new ways and new services that we can help people with. And if you are building up a business, now, whether that's bricks and mortar, as I say, maybe you're a coach, maybe you're a property investor, any of those things, this can really, really help you. It's all about reaching out to people. Now, when I had a letting agency, we used to regularly send our tenants text messages and emails just of updates of things that were going on in and around the area, and also how we can help them if they had any problems and things. But we had a system in place to be able to make it seamless for us. You might be scratching your head now saying, Well, that sounds like a lot of work. Trust me, once you've set it all up, it's absolutely easy to manage, maintain, and to operate. And we have we use high level in my business, um, and we actually use it with the EC. So it's actually called Genie AI. And if you're interested in Genie AI, then do reach out to us. I'd be more than happy to show you what it's all about, or of course, reach out to EC. I'll put a link below. But we set this system up so that we can reach people however they want to be reached. Some people like to be reached on WhatsApp, some like messenger, some like emails, and some like phone calls. Everybody has a different preference. So if you can work out what that preference is and let them tell you, which is the easiest way, just ask if you've ever got uh uh a problem or you're not sure of anything, then you can start to reach out to people. And we call it media market message. So it's all about what is the media that they like to be contacted on, what is the marketplace? Obviously, what's the marketplace doing? Is there any changes coming up in the marketplace? Have you seen anything that could be uh difficult for people that they should be looking out for, depending on the products and services that you do? And of course, it's all about your message, which is a friendly, exciting message. Don't be drab, don't be dreary. Make sure that you have a good follow-up system for your business. If not, you are leaving money on the table, you are losing opportunities, and if you're not doing it, and I love to think of it this way if you're not following up, your competitor is. So make sure you're following up with people. And sometimes when it feels a little bit uncomfortable to be following up, that's probably about the amount you should be doing. We should feel a little bit uncomfortable with the amount of follow-up that we do. That means that we're doing enough. And trust me, if people unsubscribe, if people leave your lists, if people even get back to you and say, Can you stop sending me this information that is full of knowledge, that is full of advice, just stop sending it to me. These people were never gonna be your customers anyway. Or maybe they were just gonna be your customers once and they've moved on, and that is fine. So don't be disheartened if you see people unsubscribing or leaving your um follow-up system, that is life, and that is normal. You just need to make sure that you continually keep getting people to add to the system as well. So, in the beginning, you might have a very, very small list of people, or you might even just have a handful of people that you can actually get out to and reach out to. That's fine. Think of ways that you can grow your list. Think of how if somebody can give you their details, you can give them a little bit of something of a lead magnet, or you can give them a little special offer, or if you know that you can help them out in some way for their details, and of course, any other information that you can get can really, really help you. If you're struggling with this, if you're stuck with this, then do reach out to us. I help a lot of my business clients with making sure that they are follow-up ninjas and they have everything in place. More than happy to speak to people about this and see how we can help and support you as well. So if you are interested, then just reach out to me. Check out our website, markfitzgerald.com, and we can help you build the business on your terms and the life that you desire. Thank you for joining me, and I look forward to you joining me in the next episode very soon. Take care and bye for now. I hope you've enjoyed this episode today. And if you are enjoying these and you need more help and assistance, then why not head over to my website, monthfitgerald.com. I have a lot of free tools and resources there that you've learned about and heard about in these podcast episodes, and I would also love if you need a little help to book some time together and have a zoom coffee and a chat to see if we can help you grow and scale your business. And afford you to take care of now.