Yes, I know…it is the next big thing…AGAIN! We have heard it several times that Google+ is going to be huge, yet you don’t use it or really even know what it is. So why do you want to be on it now?
Usually, you want to use social media outlets your target audience is active on. Not always. Insert Google+, the failed social media platform created by Google to compete with Facebook and Twitter. It comes and it goes without you ever really noticing. So why would I push you to be active on a failed platform? Sure, Google+ lacks the prevalence into popular culture that Facebook and Twitter can rightly brag about. But it offers unique benefits to marketers for growing your business, enough to justify the minimal time it takes to grow a thriving Google+ presence.
But first, what really is Google+?
While Google+ is a unique social media platform, it can be helpful to think of it in terms of other more familiar platforms. It offers an easy way to curate and organization information (like Pinterest), the option to follow anyone without needing them to follow you back (like Twitter), and the ability to create a personal profile and a business page (like Facebook). Unlike other social media platforms that are relationship driven (connect with people you know), Google+ is more interest driven (connect with people who share similar ideas/interests). What really sets Google+ apart, though, is that it’s created by Google. And Google rewards users who consume their social media platform, resulting in the biggest benefit of Google+ being its SEO benefits.
Google+ SEO benefits
Google+ improves your SEO through a few ways. First, posts that are high in shares and +1 (the Google+ version of “likes” and “favorites”) rank higher in search results. So when you publish content high in shares and +1, that content is seen more by individuals and increases the chances they check out your website, become a customer, etc.
Second, through the use of Google+ Circles (similar to friending someone or liking a page on Facebook). If an individual is logged into Google and they added you to their Google+ Circle, your content is more likely to show up in their search results.
Third, your Google+ posts are immediately indexed into search results, translating into SEO benefits quicker than if you were to post the same content on another platform.
When your content shows up higher in search results, more people can discover your content. More eyes on your content means more visits to your website, more conversions into customers, etc. SEO is a crucial aspect of business building, and Google+ is a great way to strengthen your SEO.
While SEO is the biggest benefit to Google+, it is definitely not the only benefit.
Audience Segmentation
Google+ offers a feature called “Google+ Circles” which allows you to organize contacts into specialized groups. Each time you publish content, you get the option to only share with relevant group(s). This allows you to provide solid content specialized for individual users, providing them high benefit without oversaturating their feeds.
Target Audience Finding
Another great Google+ feature is “communities.” These are similar to Facebook groups. They are created by individuals and members within communities share and engage with content. Communities are categorized into different topics, such as football or photography. Posts are organized into sub-topics (for example, in a freelance writers’ group there are topics of marketing, writing tips, and writing tools) to help users sort through the high quantity of information.
Say you are a healthy food blogger. You can join communities such as healthy recipes or vegetarian eating. Individuals in these groups are targeted audiences who may want to consume your content and use your services. You can post regularly quality content (such as recipes) in hopes of directing members of the community to your blog. It’s applying the content marketing strategy (provide quality free content to be seen as an expert in your industry and increase the likelihood consumers will use your business when they need to buy a product/service) to a highly targeted audience. As a result, your content marketing efforts are more efficient.
Improving Your Knowledge
Communities aren’t just for you to share information-you can use them to gain knowledge too! First, you can improve the relevance and quality your content. See what types of content other similar businesses post to gain new ideas for blog posts. Find out what topics individuals respond to, and tailor your content to fit that. Second, you can join communities related to content marketing, social media, and the like to stay up-to-date with the latest marketing trends and tools.
Using Google+
Google+ offers many rich benefits to marketers who take advantage of it. If you’re really strapped for time, you can connect your Google+ account to Hootsuite and share every Facebook post to Google+ as well. If you’ve got more time, however, the recommended strategy is to treat Google+ as its own social media platform. The style of posts that resonate most with your audience on Google+ will be different than the posts that resonate with your audience on Facebook, Twitter, etc. You can take content you’ve already made (such as blog posts or newsletter copy) and share on Google+.
Ready to take advantage of Google+ but aren’t sure where to start? Alpine Small Business Solutions is here for you! We’d love to help you with Google+, or any aspect of small business building. Simply give us a call or shoot us an email today!