Small businesses are looking to web marketing as a key driver of success moving forward.

As more small businesses turn to the web to improve the visibility of their companies, it’s important that they adopt a cross-channel approach. According to PulsePoint, current consumer behavior lends itself to a multi-channel presence. This is a good start for SMBs in that it means they are actively targeting social, search and other parts of the web. However, many do not look at their marketing as one unified effort, instead segregating different channels in their campaigns.

PulsePoint reported that just 13 percent of those in charge of business marketing use cross-platform results to guide strategic decisions. For example, if social engagement rises substantially on certain days of the week or an element of a content marketing campaign is drawing more engagement, 87 percent of companies are not applying those lessons to other channels. Meanwhile, only 13 percent use this type of data to (hypothetically) create more website content to share on social platforms on peak engagement days or restrategize their email newsletters to showcase the most popular content headlines on their site.

Applying marketing lessons from each channel to strategies used on others is critical as consumers in the shopping process consistently interact with SMBs from several different access points. Whether prospects encounter a company website through search, social or mobile, SMBs must be prepared to engage them. Moreover, channels must work together to seamlessly guide visitors through a conversion funnel.

ContentLEAD recently reported that SEO is among the most critical considerations for SMBs, and this cross-channel approach can help improve an organic search ranking. Data from Chief Marketer suggests that using social sharing, blog content and effective landing pages can help a company boost its presence on the web.