Google+ is as popular as Twitter, we think
It may be because of negative early press that a Google+ account isn’t always at the top of online retailers’ list of social media ‘To Dos’. But it should be, says Gabriella Griffith.
Google+ hasn’t had the easiest ride since it’s launch in 2011. Despite the hype surrounding parent company Google’s foray into social media, shortly after launch it was being dubbed as a failure, with analysts such as RJ Metrics, claiming it was completely void of regular users.
It may have had a slow start but if the latest statistics are true, Google+ is now bigger than Twitter.
“According to a January 2013 Global Web Index report, Google+ overtook Twitter to become the second most used social platform globally,” says Thomas Costello, social media specialist at 123-reg.
“The report concluded that not only has Google+ risen to become the second most used platform but Google’s social networking platform has also surpassed Twitter in terms of social share.”
The fact that Google+ is growing in popularity is only the tip of the iceberg when it comes to why you should have a presence on it. The real reasons are much further reaching.
You can benefit from Google+ by simply creating a page for your brand and connecting it to your site or your can really get involved and use all of the various functions – either way it is something you should get involved with.
Create a Google+ page and perform better in search results
It’s a no-brainer really. Google+ is owned by the biggest search engine in the world. By having a Google+ account you are increasing your visibility in search results in a number of different ways.
Google’s ‘Search Plus Your World’ means that logged-in Google account holders are served heavily personalised search results as well as organic ones. If they or any of their Google+ or gmail connections have shared something from your site using Google+ or follow you, your business will appear very highly in their personal search.
Add the +1 and Follow buttons to your site
Your product pages and content pages such as blogs and videos should definitely have a Google+ share button next to them. The number of +1 shares a page has the better it will perform in search rankings.
“Google Plus works like a giant version of reddit (a site where people promote online content they like),” says Tim Pritchard, SEO specialist at ecommerce software supplier, SellerDeck.
“The more people like it, the more people are going to see it. When someone sees a product or reads an article they like, they might ‘+1′ it, this is essentially their endorsement. Google then sees that page/product/article in a slightly more favourable light than before. Thereby, +1s improve your online reputation and rankings.”
If someone shares one of your posts or products on Google+, the search engine will index that share and you will appear high up in their search results should they search for that product again in the future. If you think about it means that Google+ “shares” have a more lasting effect than a Facebook “like” which is fleeting.
You should also let your customers know you have a presence on Google+ by adding the g+ Follow buttons. The more followers you have the better. You can try to boost your following by segmenting your email lists, pulling out those with gmail accounts creating a bespoke email for them placing a call to action for them to follow you on Google+.
Think about keywords when you are posting content on Google+
Unlike for Facebook or Twitter, Google allows not only your Google+ account but your posts to appear in search results when they are relevant. This means you should consider keywords when you are crafting a post for Google+. It’s just another way for your site to appear for searchers.
Consider adding Google+ Sign-In
Google+ wants to make waves in online retail and it’s most recent tactic is the Sign-In function which it is encouraging brands to add to their sites. In February it created the ability for Google+ account holders to sign into websites using their log-in and therefore bringing their Google+ information with them as they shop.
It gives ecommerce sites access to the information held in a visitors Google+ account. If a user is signed-in on your site via Google+ they can share their activity, products they like etc with their Google+ contacts but with the added function of decided which of their circles they want to see their activity. For example I might chose to share a chair I’ve spotted online with my colleagues only.
Use your Google+ Circles to target content
Once you have build up a decent following on Google+ you can create a variety of different circles segregating your followers by gender, age range, interests etc. You can then target these groups specifically on Google+ with relevant content.
“Google+ Pages have “Circles” which allow more segmentation of “Followers” of a Google+ Page. Imagine being able to target social messages to customers vs. prospects or male vs. female,” says Dawn DeVirgilio, product marketing manager at ExactTarget.
“Circles allow you to do quick segmenting and targeting which reinforces the philosophy of sending the right message to the right person.”
Use Google+ Communities to join or create relevant conversations
Becoming a thought leader in your industry is a great way to get more traction for your online shop. Google+ communities allows you to start up discussion groups on different topics and get interested people to participate. You can create your own or join discussions already happening elsewhere.
“Google+ Communities are much like Facebook groups,” says Costello. “Users can create public or private communities on specific topics. Any business can set up a community and can begin delivering conversation of any specific topic. For other public communities, businesses can participate in others conversations, connecting directly with existing and new customers.”
Host sessions on Google Hangouts
Hangouts is a place where you can really connect with your customer base – face-to-face. You can create group video meetings or demonstrations. You could hold customer feedback sessions or demonstrate how to use a new product. These sessions can be streamed live and recorded so you can later add them to your feed and post them to YouTube.
“Never before has a business been able to directly connect with its customer base for free,” says Costello.
“Google Hangouts allow businesses to hold webinars, question and answer sessions and even provide sales and customer support. By using Hangouts, businesses are able to share their expertise and become authoratitive sources to their customers. Hangouts can also be used as part of a greater content drive to build loyalty and trust of brands; in a cost effective and interactive away.”
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