Don’t Hit Pause This Winter. The Smartest Growth Happens Now.

Dec 2

From the Desk of the VP: Why You Keep Marketing When Leads Slow

Hi H Client!

Across the industry, we see familiar peaks and valleys every year. Stronger months in spring and early summer, softer peaks in the fall, and a gradual dip heading into winter.

This is expected. But what this doesn’t always show the full picture of is the marketing funnel filling that happens during this time and is critical. And the difference between companies that coast through it and those that surge ahead in spring is what they do during this period.

Why Winter Marketing Still Works

Even if November/December comes with some slow downs in leads, your target audience is still researching, comparing, and planning. Staying visible keeps your company top of mind so when they’re ready, you’re already in their consideration set.

Here’s why consistent marketing matters now:

Platform learning – Google Ads and Meta optimize through ongoing data. When campaigns stop, they lose efficiency and must relearn your audience later.
Lower competition – Many companies pause advertising during winter. That means lower cost-per-click on Google and more affordable reach on Meta, creating a smarter spend for those who stay active.
Filling the funnel – Social content, ads, and email nurture campaigns build awareness with cold audiences and strengthen future retargeting pools.
SEO momentum – Maintaining consistent visibility now improves ranking stability when search volume rises again.

The Takeaway

Your marketing shouldn’t mirror the seasons. Keeping your system running through seasonal slowdowns ensures stronger results now and in the peak season.