Google Plus Will Be a Major Plus for Businesses September 1, 2011Posted by Graham Sumioka in Branding, Content, Marketing, Technology.
Tags: Google Plus, Product Preview, social media
If your sales and marketing teams aren’t chomping at the bit to get a business profile up on Google+ you may want to give them a nudge (or better yet, a shove).
According to a Bloomberg and YouGov report Google+ should claim the #2 US social network spot (surprise, Facebook is #1) sometime within the next year as it is estimated that 9% of online adults plan on joining. This would put G+ ahead of the remaining trendy social platforms such as Twitter and LinkedIn. To be clear though, I’m not suggesting that you axe Facebook or any of the other platforms from your marketing mix. I just want to make sure that the “I don’t have time/interest argument for another social network” feeling is put to rest simply on the basis of available bodies to support, market and sell to.
The early adopters of Google+ are also older than the college crowd that populated Facebook in the beginning. This means that marketers have a pool of people to engage with that have a much higher level of disposable income. It isn’t a new concept, but the brands with the best established connections to the people that have the most dollars will have the best chance of converting fans and followers into customers.
The Google+ US user base is not the only thing that makes this social network newcomer so intriguing for businesses though.
Google Plus Benefits From Google’s Search Engine Market Share
ComScore’s July 2011 report on search engine market share shows that Google still handles over the 65% of the search traffic. All those +1’s your brand receives are that much more valuable to your page rank when they are already plugged into the most popular SE. The network effect on page rank is not an entirely new concept for Google, but as more people and brands engage with their connections on Google+, page results will be boosted more and more by social influencers. If you are interested in going deeper into the impacts of social media on SEO I suggest you read this great post recently published by Neil Patel.
Google Plus Compatibility With Analytics
“What’s the ROI of social marketing?” Sound familiar? Google Analytics is already able to track all those +1’s that content gets outside of the social network, but brand pages on Google+ are going to benefit from robust analytics as well. Facebook insights are a fine first level analysis of what is happening with content on their site, but that is as far as it goes. Brand content can and should exist outside of the social world, and the power of Google’s products will allow businesses to track conversions regardless of where they happen.
Google Plus Integration With the Business Suite Products
Google Analytics is only one component of the business suite available though. According to Google there are over 3 million business currently using their business tools. The seamless integration between Google+ and the individual Google tools many use (Gmail, Reader, etc.) is a positive sign that the organizations using the business platform tools will see an equally impressive level of convenience. Sales and marketing managers will be able to collaborate internally, produce, share and analyze content through a family of products that automatically communicate with each other. Boom.
The impending launch of business pages on Google+ represents another key tool in the online toolbox that businesses will take with them wherever their online activities lead them. Share your level of excitement for business pages on Google+ in the comments below.
[Image Source: Flickr user Horia Varlan]