Frequently Asked Questions

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.…

There are a number of factors that can affect whether or not your website appears in Google search results. One of the most important is your website’s SEO (Search Engine Optimization) – in other words, how well your site has been optimized for search engines. Search engine optimization is the process of improving the visibility and ranking of a website…

Email marketing is still one of the most effective channels for reaching customers, and providing a consistent, targeted consumer experience. Segmenting your customers and prospects for email marketing campaigns is key because it allows you to target specific demographics with content that’s relevant to them. And automation makes the whole process more efficient by reducing potential human error and freeing…

Marketing automation platforms are systems that help companies automate their marketing processes and optimize their marketing funnel. Marketing automation platforms typically offer features like email marketing, lead scoring and routing, lead nurturing, website tracking, and social media monitoring and engagement.  A CRM, on the other hand, is focused on managing and nurturing customer relationships. It typically includes features like contact…