Social Media marketing continues to evolve every day as brands are looking for ROI via engaging content on popular social platforms. One platform they regularly overlook is Google+. Most CMO’s look at the platform’s engagement numbers and are afraid to commit marketing dollars behind a platform that isn’t going to create social engagements like Facebook or Twitter. First of all, Google+ isn’t really a social network, it’s a social layer to search, so to expect comparable social media engagements results is the wrong approach. Second, Google+ has many benefits outside of just engagement numbers. It can drive actual ROI via search results.
Google is the king of the web, even though Facebook is attempting to gain ground in that area with Graph Search and advances in their mobile offerings. Google+ is the next evolution of Google Apps offerings and every brand should have a presence on Google+, even if the engagement numbers don’t match those from Facebook or Twitter. Below are 6 reasons why every brand should be on Google+.
Search integration – This is the immediate benefit to Google+. Google’s search algorithm will customize results and content for users based on Google+ activity. Having a presence on Google+ will allow users to see branded content higher within the search results and ultimately may help with SERP ranking.
Authorship ranking – If you are a brand with a blog, link it with Google+. This will give your content a tiny image icon in search results, giving your blog higher authority but also makes your brand a trusted source. This is what it looks like in Google search: Click here.
+1 – A Google +1 is very similar to the Facebook Like button. Users can like your brand page with a +1 and the more users who +1 the brand page, the greater chance of having it show up higher in search results. The +1 button is also used in status updates and content that’s found within search results. This is extremely important, as users can determine which piece of content gets higher authority within search results. If your branded content can get more +1’s, it’ll benefit your overall brand visibility. Also, unlike the Facebook Like button, +1’s are visible on Google+ and can be deleted with a click of a button.