Frequently Asked Questions

A strong brand identity is essential for any business looking to succeed in the modern economy. An effective brand strategy should consider the following key components: brand name, logo, color palette, typography, brand personality, visual elements, positioning, and mission, vision, and values. Components of a Brand Identity Brand Name A brand name is one of the most important components of…

Yes, absolutely! Every website project we undertake begins with careful consideration of the client’s content management needs. For example, will your site require frequent edits to your core pages or team profiles, or new content for your blog, new pages, and so forth. We then configure the site to make these changes as easy as possible to implement.  We also…

Some people like to live life on the edge, but we always suggest a support plan for any website.  Having built hundreds of websites over the years, we receive requests almost daily to remedy sites that have been hijacked, infected or taken offline due to malicious activity. In a majority of cases, unperformed maintenance and a lack of basic security…

What is my web host and how is it different from my domain host? This is a common question we hear from clients, so let’s break it down. Domain hosting is the renting of a web page address (also known as a domain) on the internet. Just like a physical address, a domain is where people go to find your…

There is no one-size-fits-all answer to how to determine marketing budget, as the amount of money you should spend on marketing will vary depending on a number of factors. There are some common strategies for marketing budget allocation, which include: Different approaches may work best for different companies, but at Xponent21, we’re highly data-driven and we encourage a metrics-based marketing…

Cross-channel marketing is the process of synchronizing messaging and content across different marketing channels in order to create a more seamless and consistent customer experience. This can include using the same branding, voice, tone, visuals, and messaging across TV commercials, radio ads, website design, social media posts, email marketing campaigns, etc.  The goal of cross-channel marketing is to create a…

Multi-channel marketing is the use of multiple channels to reach and engage customers. For example, a multi-channel marketing approach might involve digital ads, social media content, direct mail, TV ads, radio ads, and email marketing.  In multi-channel marketing, each channel is usually focused on a particular objective or campaign, and there is no communication or data exchange between the channels.…

A lead nurturing campaign is a strategic marketing effort aimed at qualifying and moving leads through the sales process by providing them with relevant and helpful content. The goal of lead nurturing is to build trust and develop relationships with potential customers so that they are more likely to turn to your brand when in need of a product or…

Before you can decide which social media platform is best for your business, you need to know where your audience spends most of their time. That said, there are a few general rules of thumb that apply to most businesses: Once you know where your audience spends most of their time, you can start focusing on creating content that aligns…

There are many benefits to marketing on social media. Some of the key benefits include: As more businesses understand the importance of online presence, it is becoming increasingly important for companies to take advantage of social media platforms in order to remain competitive. Check out our tips for growing your brand’s social media following.…