Google+ is another fast growing social media platform which marketers are using to help target and generate leads for their business. With impressive statistics on the increase, it’s no surprise why Google+ is becoming another important part of the marketing mix:
* Over 300 million active users
* 50% of users visit daily
* 42% use Google+ to interact with brands’ content
* 70% of top 100 brands are using Google+
SEO: As this platform is actually owned by Google, there are obvious benefits when using Google+ to enhance your Google listing. By posting content with relevant keywords, Google indexes the data which helps optimise your content and in turn increases your ranking. This is something which limited on both Twitter and Facebook. Therefore, use Google+ as another stream of optimised content as part of your overall SEO strategy.
Circles: Another key feature which Google+ boasts are the ‘circles’ which enable you to segment and organise your ‘content consumers’ by similar demographics. This plays so well for marketing opportunities and allows a business to target in different ways such as by prospects and evangelists or by geographics and interests. Circles should be built on the knowledge of what the users’ interests are, what content they are sharing and the relationship with your brand and business. Google will respond well to great interaction between your streamed content and the actions of your users with that content.
Content: You can share content by posting on your profile, emailing to your circles or via your Google+ communities. It is down to each individual business to ensure that quality, relevant information is streamed to targeted communities. This means not only creating your own content but also recommending other ‘quality’ content. This is also a good time to remember the 20%/80% rule of promotional/useful information, otherwise you’re likely to lose your users. With so many multimedia options available, there’s no excuse to compete creatively with your content and delivery by using YouTube, Hangouts, infographics, striking images, events, webinars, the list is endless. Your ‘+1ing’ should start to increase as users receive, like and share your content.
Interaction: The aim is to grab users’ attention, get them to open up to allow your content to stream to them and then start building engagement through two way communication. Join specific conversations by joining communities and using the Explore tab, which enable you to comment on key topics which relate to your business. Maintain regular interaction to help keep the engagement and build closer contacts. If and when creating your own content, don’t forget to use links which drive traffic back to your site, not just on the platform. Google+ has a great post click engagement and refers a high quality traffic with over 2 pages per visit.
Brand: As with all communication in the marketing mix, your brand personality should maintain the same values, tone and image throughout. Make sure your profile, sharing of information and content creation/delivery all have the same brand continuity so that users build a clear understanding of your business and position in the market. Have al ook around at different brand pages to get inspiration. Below are a couple of good examples: