More small businesses have found social media marketing to be beneficial to their organization.

Beginning with more than $1.2 billion in sales on Cyber Monday, consumers spent more than $6 billion online last week, according to research from comScore. For small businesses, the reliance of American consumers on ecommerce is even more motivation for an aggressive web marketing strategy centered on driving web conversion.

ComScore’s report and ongoing analysis measure the popularity of ecommerce spending throughout the holiday shopping season, which it begins on November 1. Between then and December 2, total ecommerce spending is up 15 percent compared to last year, while Black Friday ecommerce sales jumped 26 percent and Cyber Monday sales 22 percent.

Improved consumer confidence from a year ago has a major role in greater ecommerce spending. However, the increasing value and ease consumers are seeing from online shopping is also a factor.

Small businesses looking to find new customers can do so by implementing new web strategies that include integrated marketing campaigns aimed at driving web conversions. Using social media and content marketing are methods small businesses can employ to demonstrate the value of their products and compel consumers to convert.

Ecommerce spending will only continue its growth as more consumers grow comfortable with the internet. However, ContentLEAD has reported that small businesses throughout the U.S. are failing to leverage the full capability of the internet. For example, more than half of SMBs in Connecticut regularly miss potential sales opportunities due to their poor web presence or absence from the internet entirely.