Website content that focuses on energy efficiency could help vendors appeal to target audiences.

A report from BIA/Kelsey suggests that more than 80 percent of small businesses do not link their websites to their social media marketing pages. While most using social marketing include links to their website on Facebook or Twitter, many do not actively encourage prospects to click-through to social networks from their websites.

While an increasing number of SMBs are leveraging both a website and a social presence, this data shows that many are failing to effectively integrate their efforts. The report found that web marketing disconnects manifest in other ways with 60 percent of SMBs lacking key contact information on their websites. Sixty percent are missing a toll-free telephone numbers, while nearly 75 percent do not have direct email contact information available on the site.

In general, it’s encouraging that more SMBs are leveraging new media marketing channels to reach prospects. However, failing to integrate these different campaigns can ultimately result in missed opportunities to guide prospects through conversion funnels.

Failing to direct consumers to social pages where they can continue to interact with SMBs can cost new leads, but it also represents missed opportunities to build relationships with existing clients. ContentLEAD recently reported that one of the most frequently cited benefits of social media marketing is the ability to serve existing customers and boost retention.