Staying in Touch with Leads: Essential Strategies for Business Growth

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 fail to follow 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 based in Fort Worth, we’ve helped hundreds of businesses turn cold leads into loyal customers. We achieve this by nurturing them consistently. In this blog, we’ll break down why lead nurturing is essential, how to implement it through various touchpoints, and provide 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, it doesn’t mean they’re ready to buy. In fact, according to HubSpot, 80% of new leads never become sales without proper follow-up. People need time to research and weigh their options. Sometimes, they wait for the “right moment” in their lives or businesses.

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

For example, if you’re a home remodeling company and someone inquired about a kitchen remodel but never followed up, it doesn’t mean the opportunity is dead. They might be waiting on financing or trying to finish another home project first. If you stay top of mind through consistent contact, they’ll remember you when they’re ready to move forward.

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 with value-driven communication, you leave space for competitors to step in.

By maintaining contact through email newsletters, SMS updates, or quick follow-up calls, you keep your brand at the forefront in a helpful, non-intrusive way.

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

• 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 are most effective when they don't always feel like sales pitches. Instead, focus on providing 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 informed your leads, you’re leaving money on the table.

For instance, imagine you run a landscaping company. A lead was originally interested in spring cleanup. Come fall, you may introduce winter prep packages. A simple email saying:

“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, particularly in industries where services change with the seasons.

4. Deliver Industry News and Build Authority

Nurturing leads is not just about conversion; it’s also about building trust and authority. Sharing industry updates or helpful tips positions you as a go-to expert in your niche. When leads see your business as a valuable resource, closing deals becomes easier.

For example:

Let’s say you’re an HVAC company. Sending a monthly email with seasonal maintenance tips, energy rebate updates, or eco-friendly product offerings can spark interest. This gives leads a reason to engage, 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 helps you build trust, increase open rates, and keep your business top of mind.

How to Stay in Contact Year-Round

1. Email Marketing

Email remains one of the most powerful tools for lead nurturing. With platforms like Mailchimp, Klaviyo, or HubSpot, you can segment your list based on where leads 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 automated email sequences that include:

• Welcome emails
• Monthly newsletters
• Promotions
• Re-engagement campaigns
  
  

Every email should aim to educate, entertain, or entice (with an offer).

2. SMS Messages

Text messaging is personal, and that’s precisely why it works. When done correctly, SMS marketing 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 boast a 98% open rate. Comparatively, email's average open rate is about 20%. That’s impressive 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 guide you.

3. Phone Calls

Yes, phone calls still matter—especially in high-ticket industries such as home services, medical, real estate, and B2B. A quick two-minute check-in call can reignite cold leads or progress 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 use CRM tools like GoHighLevel or Salesforce to set reminders and keep track of call notes. This way, 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—struggled with converting leads into paying customers. Most inquiries went unanswered after receiving a quote.

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

• 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 for lead nurturing:

• Mailchimp – User-friendly email marketing platform equipped with automation
• Klaviyo – Excellent for ecommerce stores
• GoHighLevel – Full CRM that includes email, text, and phone automation
• ActiveCampaign – Offers advanced customer journeys and lead scoring
• SimpleTexting – SMS marketing with scheduling and personalization features
  
  

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

Final Thoughts

Lead generation is just 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 personalized marketing strategies. Whether you’re looking to scale your email campaigns, boost open rates, or simply get organized, we’re here to assist.

🔹 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.