All good marketing starts with one question: Who is your ideal customer? Many business owners know the answer to this question. They have a general idea of who buys from them and uses their products or services.

But often, business owners don’t go deep enough nor do they have this information documented. They don’t think they need formal buyer personas -- and this is shortsighted.

Many brands struggle with video marketing because they don’t know how to get started. On the surface, video marketing can be intimidating. Coming up with budget, content, filming, editing, and publishing videos can seem like a big undertaking. But, it doesn’t have to be complicated or complex. Here is what you need to know to start using video marketing for your business.

Most anyone with a website uses Google Analytics to collect data on how people use your website and digital properties. If you do as well, you need to know Google Analytics is moving away from what we are currently using with Universal Analytics and into Google Analytics 4. You should also know you can’t sit out of this shift. There are a lot of positives though, including enough time to make the change and great new features.

How much should we spend? This is one of the most common questions in marketing. As brands put together strategies for how they can reach more customers and grow their business, they often don’t know how to set an exact budget.

For marketing to be effective, it needs a variety of aligned elements that work together to produce a cohesive brand, vision, message, and strategy. To give your marketing what it needs to succeed, here are the eight essential marketing assets your brand should own, manage, and regularly review.

If your brand is trying to reach new customers, social media platforms are THE place to get in front of eager audiences. If you want to break through the millions of pieces of content posted every day, and at the same time satisfy the platform algorithm to even show your content, you may need to incorporate social media advertising in your strategy.

As we get ready to wrap up 2021, we’re also wrapping up our Inbound Takeaways Series. Here is the best advice from our favorite Inbound speakers and how you can use their lessons to drive more success for both you and your brand in 2022.

After an insightful marketing conference hosted by HubSpot in September, this is Part 2 of our 3 Part series of actionable takeaways. We started last month with Content Strategy Priorities, followed by this handy comparison of inbound and account-based marketing, and will conclude next month with some leadership inspiration.

The SpotOn team participated in the 2021 HubSpot Inbound virtual conference. The event was chock full of learnings, best practices, and ideas to take back to all of our stand-out clients. We’re breaking our top takeaways into a 3 part monthly series starting with Content Strategy Priorities, followed by Lead Gen Lessons in November, and then end the year with Inspiration for Business Success. Start here for your top 3 priorities in your content strategy.

Content marketing is a somewhat loaded topic. It can mean a lot of things and encompass many different tactics. So it’s not surprising that a lot of brands and businesses have questions when it comes to content marketing.

We’re here to provide some insights and answer five of the most common content marketing questions.