Using Blogs to Create an Online Brand Personality

Growing businesses may find it challenging to continually provide on-going brand messaging regarding new products and services. Successful, fast moving companies often make adjustments on a daily basis to keep one step ahead of the competitive, and a well-written blog can breathe life into the direction that your company is headed. Blogs are the ultimate real-time brand messaging medium, allowing you to provide a comprehensive social media strategy utilizing your in-house blog, Twitter and Facebook to keep in touch with your loyal customers and potential clients.

Quality Content and Customer Communications

Traditionally, companies have relied upon occasional newsletters and events to make announcements to their customers.  Since every single industry is highly competitive today, it's important not only to stay ahead of your competition but to ensure that message is widely heard. Addressing customer requests and ideas on your blog is a great way to build a community - when customers feel linked to your brand; they are likely to remain loyal to your company as well as making recommendations to their friends.

Each element of your blog, from the design, type-face and the writing style is important. Blog posts not only allow you to target long-tail keywords in natural search, but also provide a written identity for your brand. If you're a consulting firm, establishing authority and a professional voice can help improve the reputation of your business, while a party planner may want to bring a tone of enthusiasm and excitement to each announcement. Crafting informative posts that your customers will want to read can help keep you in touch with your clients in an age of shifting loyalties.

Linking Analytics Goals with Adwords

One of the primary advantages of utilizing Google's advertising services is that you can track converion outcomes at a granular level. By integrating your Adwords account with your analytics profile, you'll be able to determine not only which keywords and campaigns converted but how effectively they performed overall. While conversion outcomes can be binary, the data on consumer interaction includes time spent on site, how many pages a visitor viewed, as well as insights into their navigation path.

Linking your Analytics Goals with Adwords can ensure that you understand the full breadth of conversion outcomes including purchases, subscriptions and leads.

To link you Analytics goals with conversion tracking in Adwords, you have to edit the Data Sharing settings in Google analytics. Once you've updated these settings, you can then update the Conversion Tracking Page to Link your Analytics goals. Make sure that your conversion goals are structured properly in analytics so you can see the full set of conversion options that you need to track. By linking your goals with your search marketing account, you'll be able to better understand how your campaigns are performing relative to your goals.

The insights provided by Google Analytics can help you structure future campaigns for improved performance, including better split-testing of campaigns according to different demographics and consumer segments. In business, data is power and utilizing Google Analytics goals to benchmark your search campaigns provides you with important insights into business outcomes.

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