Remember when businesses first started joing Facebook? No one knew quite what they were doing so they mostly just spammed fans with promotional posts. So it’s no surprise that barely a year after the launch of Google+, businesses still aren’t clear on how to use it.
Where does Google+ fit into your social media marketing strategy? Think of it this way. Your website is the professional face of your company. It hosts a lot of information, but it’s not particularly interactive. Your Facebook Page waters down that information into conversational posts. Twitter takes engagement to a different level as an real time customer support tool. Each network should build itself around a different angle or facet of your business to build familiarity and excitement around your brand. Let Google+ take your audience behind the scenes of it all.
Give your viewers an exclusive G+ experience that they cannot get from your other social profiles. If Facebook represents your brand’s image, then let Google+ reveal the company and culture behind it.
So how do you break down the fourth wall (so to speak)? Let’s take a look at some strategies by industry.
- Fashion: Fashionistas would die for the chance to join a Google+ Hangout with Christian Louboutin and ask him directly about his inspiration! Fashion fans are hungry for insider information about their favorite designers and upcoming trends. Reveal exclusive images of patterns or fabrics being considered for upcoming lines and get their feedback. Give sneak peaks of what’s coming and they’ll pledge their loyalty to your G+ Page.
- Retail: Retailers have some of the most loyal fans! Share photos of your engineers or design team working on upcoming products. Share sketches and mock ups and bring viewers in on the process of how it travels from concept to completion – all while building enthusiasm for upcoming products.
- Food and Dining: What does it look like in the kitchen on a busy Saturday night? Foodies would love to see videos of their favorite restaurant’s head chef creating that night’s special.
- Art: Museums should regularly feature Curator Hangouts, where art lovers can ask questions about current exhibits and the specific artists or pieces on display. I would love if galleries gave a behind the scenes look at where artwork is stored when not on display or posted video of a gallery going from blank walls to a newly launched exhibit in fast motion. Give first looks at newly acquired artwork before it even goes on the walls!
- Tech Companies: Set up G+ Events for new product launches and let your fans share the first photos and reactions in one place in real time to amplify their excitement!
These strategies are just a start so use them as a launching pad. Google+ is still considered somewhat of an underground social network. It’s the perfect place to make your fans feel like “insiders” with rare glimpses into your business that they won’t find anywhere else.
I know I only covered a handful of industries, so feel free to submit others in the Comments below or on my Google+ Page and I’d be happy to offer some strategies for those as well. What ideas would you suggest for Google+ business pages?
This blog is part of a week long Google+ series. To read more about G+, choose any of the blogs below: