Know what you want to accomplish!

"Experts say it's important to set your goals and compare them against traffic statistics," Elliott writes.

He addresses small businesses in particular. "Small businesses tend to be lax when it comes to measuring the effectiveness of online ads or campaigns they've paid for. That's a big mistake."

With your Web solution, business owners are unlikely to fall into that trap! Instead of relying on a third-party firm, they can determine - and control - their own results!

As you're talking to Decision Makers about their goals for the business, find out how they would like site visitors to use the Web site. As Elliott puts it, "...consider what kind of results you expect from visitors. Do you need a contact, lead or sale?"

Depending on the business' unique needs, your prospects may not aspire for site visitors to make a purchase online. They may want visitors to use the site to sign-up for e-newsletters, submit feedback or request an estimate.

So how does this tie in with your solution's site statistics section? Simply put: knowledge is power! When your prospects interact with this feature, they'll see that - in only a matter of minutes - they can view which search engines are driving traffic to their site, which keywords are most effective, what pages are most popular with site visitors and so much more.

Cultivate an understanding of your prospects' goals, identify their hot buttons and create value in the appointment by telling them how your digital marketing solution will help them measure and modify their online success!