Small and medium-sized businesses (SMBs) spent aggressively on social media in 2013, with some success, but this year they’re cutting back slightly on their investment in Twitter and Facebook to concentrate funds on their website, reveals a new study.
Thrive Analytics surveyed U.S. SMBs on which digital channels they plan to invest in 2014 and found that four in 10 will be increasing website budgets, up from 37 percent last year.
Conversely, 28 percent will be investing in their social media presence, down from 32 percent in 2013. Paid search and online video will also both get a little less attention this year.
Some thoughts on this: if your goal in using social media is to drive traffic to your website then simply put in the hours and you’ll find it to be an effective tool. However, what that visitor does when they reach your website is a very different problem and has very little to do with your social strategy (excluding where you’re actually directing them to). Let’s face it: most small business websites suck. So, my guess is a lot of SMBs have had their websites exposed through proactively using social media and it absolutely makes sense to improve where your customers land and how you manage their journey thereafter. After all, the best social media strategy in the world can’t make up for a website that is broken, has a poor user experience or otherwise fails to deliver.