Effectively planning your PPC advertising budget is crucial for maximizing ROI or ROAS (return on ad spend). By following these three steps—researching key data points, implementing precise targeting, and consistently monitoring performance—you can ensure your campaign stays on track. For even more precision, you can use a PPC budget calculator to estimate your ideal budget based on your specific business…

Leading in UX and Workplace Innovation As the Chief Work Officer at Xponent21 and co-lead of Ladies that UX Richmond, my leadership roles are deeply connected by a shared focus: creating environments where people can reach their greatest potential. At Xponent21, I focus on building a work culture that fosters productivity, innovation, and collaboration. Similarly, at Ladies that UX Richmond,…

The rapid evolution of artificial intelligence (AI) has transformed industries and reshaped how we interact with technology. While AI’s capabilities in content generation, data-driven insights, and automation are impressive, embracing these innovations requires recognizing the limitations that still demand human oversight. Without this critical balance, we risk undermining the very tools meant to enhance our lives. The Potential and Pitfalls…

Why Sustainability Matters in Modern Marketing In today’s marketplace, sustainability is more than just a buzzword — it’s a business imperative. Consumers increasingly expect companies to take responsibility for their environmental impact, and many are now basing purchasing decisions on a brand’s sustainability practices. This shift presents a unique opportunity for businesses. By turning sustainability initiatives into a core part…

This article is the second in our SEO Strategy series. If you haven’t read the first article, we recommend starting there to gain foundational insights into how organic SEO fits into your broader SEO Strategy.  Organic SEO: The Lynchpin of a Winning SEO Strategy In our previous article, we emphasized that winning the game of search engine optimization (SEO) starts…

As Chief Work Officer at Xponent21, I’m tasked with ensuring that our team has the tools, training, and systems in place to allow them to focus on and perform their best work. By creating a work environment that prioritizes the employee experience and fosters optimal performance, we believe that everyone wins – our clients, their customers, our employees, our company, and ultimately, our community.  That sounds idyllic, but how does it work in practice?…

If you’re a business owner or someone responsible for marketing a business, you likely already know you need to show up on the first page of search results, as close to the top as possible, to drive organic traffic to your website. How to successfully do so is another story. A winning SEO strategy begins with understanding the game, so…

Many business owners believe that online reviews on sites like Yelp, Facebook, and Google don’t have much bearing on their business. If you’re one of these business owners, you may be thinking, “We have plenty of customers already, so why should I worry about getting online reviews?” Or, “I know our reviews are bad, but our company is great and…

For businesses and organizations hoping to drive growth in 2022, the need for authentic engagement with all stakeholders, from clients and prospects to employees and partners, is critical – but tougher to achieve than ever before.…

What Is Team Culture? My background is in science, specifically biology. So when I think about culture, one definition that instantly comes to mind is “the cultivation of cells in an artificial medium containing nutrients”. In the context of society, culture refers to the customary beliefs, social norms, and traits of a racial, religious, or social group. It encompasses many…