Even if some small businesses lack the resources to develop a comprehensive marketing strategy, they must invest in and diversify their web exposure. The website, social media channels, printed collateral, and physical presence all play a role in a company's marketing strategy. It's critical for small business owners to have a trustworthy digital marketing partner that can advise them on whether they should start investing in Adwords or Adsense ads, for example. Facebook and Google are becoming more robust by giving analytics tools that allow users to measure conversion rates, cost-per-click, and other metrics.