Why You Should Be Staying in Contact With All of Your Leads Year-Round

One of the most overlooked aspects of running a successful business is what happens after someone shows interest in your product or service. Many business owners invest time and money generating leads but drop the ball when it comes to following up. The truth is, staying in contact with your leads year-round can make or break your marketing strategy—and ultimately your bottom line.

At The Social Sharks, a full-service digital marketing agency in Fort Worth, we’ve helped hundreds of businesses turn cold leads into loyal customers by nurturing them consistently. In this blog, we’ll break down why lead nurturing is essential, how to implement it through various touchpoints, and give real-world examples to help you put this strategy into practice.

Why Staying in Contact with Leads is Crucial

1. Not All Leads Are Ready to Buy Immediately

Let’s get one thing clear: just because someone clicked on your ad or filled out your form doesn’t mean they’re ready to buy. In fact, according to HubSpot, 80% of new leads never translate into sales without proper follow-up. People need time to research, weigh options, and sometimes simply wait for the “right moment” in their lives or businesses.

That’s why keeping in touch year-round is essential. Your business should be there when the timing is right.

For example, if you’re a home remodeling company and someone reached out about a kitchen remodel but never followed up, it doesn’t mean the opportunity is dead. Maybe they were waiting on financing or trying to finish another home project first. If you stay top of mind through consistent contact, when they’re ready—you’re the first call they’ll make.

2. Out of Sight, Out of Mind

In today’s noisy digital world, it’s easy for your brand to be forgotten—even by someone who once showed strong interest. If you're not regularly reaching out to your leads with value-driven communication, you're allowing space for competitors to step in.

By maintaining contact through email newsletters, SMS updates, or quick follow-up calls, you’re keeping your brand in their face in a helpful—not annoying—way.

At The Social Sharks, we recommend creating a content calendar that includes:

• Monthly emails featuring helpful tips, blogs, and promotions

• Bi-weekly text message offers or event invites

• Quarterly check-in calls (especially for high-ticket services)

These touchpoints work best when they don’t always feel like sales pitches. Instead, offer real value.

3. Showcase New Services and Promotions

People don’t know what they don’t know. If you’ve added new services, dropped prices, or launched a seasonal offer—but haven’t told your leads—you’re leaving money on the table.

Imagine you run a landscaping company and your lead was originally interested in spring cleanup. Come fall, you now offer winter prep packages. A simple email that says:

“Hey [Name], we now offer winter lawn prep services! Would you like a free estimate?”

...could be all it takes to convert them into a paying customer.

This is a core strategy we implement for our clients here at The Social Sharks, especially in industries where services change with the season or trends.

4. Deliver Industry News and Build Authority

Nurturing leads is also about building trust and authority. Sharing industry updates or tips positions you as the go-to expert in your niche. When your leads see your business as a helpful resource, it becomes much easier to close deals down the road.

Let’s say you’re an HVAC company. Sending a monthly email with seasonal maintenance tips, updates on energy rebates, or new eco-friendly product offerings can spark interest. This gives leads a reason to engage with your brand—even if they’re not currently shopping.

For example:

“Did you know the Inflation Reduction Act includes tax incentives for installing energy-efficient heating systems? Ask us how it could save you thousands.”

This kind of valuable content builds trust, increases open rates, and keeps you at the top of their mind.

How to Stay in Contact Year-Round

1. Email Marketing

Email remains one of the most powerful tools for lead nurturing. With tools like Mailchimp, Klaviyo, or HubSpot, you can segment your list based on where the lead came from, what they showed interest in, or how long it’s been since you last contacted them.

At The Social Sharks, we help businesses set up automation sequences that include:

• Welcome emails

• Monthly newsletters

• Promotions

• Re-engagement campaigns

Remember: every email should either educate, entertain, or entice (with an offer).

2. SMS Messages

Text messaging is personal—and that’s exactly why it works. When done right, SMS can deliver urgent or timely messages that create quick results. Use SMS for:

• Flash sales

• Appointment reminders

• Holiday greetings

• Special events

According to SimpleTexting, SMS messages have an open rate of 98%. Compare that to email's average of 20%—that’s powerful reach!

For example:

“🎉 New Year, New You! Get 20% off your first service. Book now before Jan 10th. Reply YES to claim!”

Want help setting up compliant SMS marketing flows? Contact us and we’ll get you started.

3. Phone Calls

Yes, phone calls still matter—especially in high-ticket industries like home services, medical, real estate, and B2B. A quick 2-minute check-in call can reignite a cold lead or move someone further down the sales funnel.

Use phone calls to:

• Reconnect with long-term leads

• Follow up on quotes

• Offer a one-on-one consultation

You can even use CRM tools like GoHighLevel or Salesforce to set reminders and track call notes so nothing slips through the cracks.

Real World Example: Turning Cold Leads into Customers

One of our clients in Fort Worth—a custom fence and gate company—was struggling with converting leads into customers. Most people who inquired never responded after getting a quote.

We helped them set up a follow-up system using email and SMS campaigns paired with a quarterly phone call outreach plan. Within 90 days, they had:

• Re-engaged 34 cold leads

• Booked 19 consultations

• Closed 11 new jobs

The key? Consistency, personalization, and helpful content.

Helpful Resources for Lead Nurturing

Here are a few tools and platforms we recommend:

• Mailchimp – Easy-to-use email marketing platform with automation

• Klaviyo – Great for ecommerce stores

• GoHighLevel – Full CRM with email, text, and phone automation

• ActiveCampaign – Advanced customer journeys and lead scoring

• SimpleTexting – SMS marketing with scheduling and personalization

Want to know which tool is best for your business? Schedule a free strategy call and we’ll guide you.

Final Thoughts

Lead generation is only the first step. The real magic happens when you nurture those leads with consistent, value-packed communication all year long.

At The Social Sharks, we specialize in helping businesses across all industries stay in front of their leads with smart, automated, and personal marketing strategies. Whether you’re looking to scale your email campaigns, boost open rates, or just get organized—we’ve got your back.

🔹 Ready to convert more leads into paying customers?

🔹 Need help setting up email, SMS, or CRM workflows?

Let us help you create a year-round communication strategy that keeps your leads warm and your sales pipeline hot.

👉 Click here to contact The Social Sharks today.