For small business owners (SMBs), using a multi-channel marketing approach to finance lead generation is essential for steady revenue streams. It used to be that higher sales margins and conversion rates were best achieved through direct mailers and newsletters. As technology progressed exponentially, professionals needed websites to attract customers, and now marketing involves a little bit of everything.

In a recent survey of 300 SMBs in the U.S. conducted by BIA/Kelsey, approximately 40 percent of professionals plan to increase their digital spending budgets within the next year. The survey also found that less than 4 percent said they would decrease digital marketing communications over the next 12 months.

Business owners recognize the need to be online and the power of digital marketing. However, the average business owners will use 5.8 channels to reach their prospective customers in the next year, which is almost double what it was five years ago. The survey noted that 52 percent of respondents will use Facebook, 31 percent will embrace newspapers, 27 percent will leverage community sponsorships, 25 percent will create email marketing campaigns and 17 percent will develop video strategies.

Business owners who understand the importance of digital marketing but don't know how to implement successful campaigns can partner with a digital marketing company for assistance.

The Lift Factor is the premier marketing resource and leader in the financial services industry, and applies its wide-ranging expertise to investment and annuity clients.