Google+ is not a social network for silly cat pictures or video jokes (even though you can share those, if you like).
Google+ users are mostly marketers, industry experts and business owners of any kind. In a way, that makes the platform almost as professionally oriented as LinkedIn.
However, Google+ is often underrated as a traffic generation tool and only a few users really know how to use it to create engagement and a loyal following.
If you are one of those who are still unsure about the hidden power of Google+, this post is for you.
1. Comment On Others’ Posts Before Creating Yours
“Creating organic content takes time and energy,” says the team at So Bold Marketing, “One of the most effective ways to grow your audience doesn’t have to be through creating your own posts, instead you can focus on commenting on other people’s posts.”
Doesn’t that sound like counter-advice? – you may ask. Actually, it doesn’t. So Bold Marketing explains why:
It is sometimes difficult to gain followers, and the hover card from Google + gives users the opportunity to gain more targeted followers by scrolling over any other user’s name [so a hover card appears]. This means you can save time on creating original content and focus on building new relationships and driving traffic to your site.
So, go out there and comment on other Google+ users’ posts. Get yourself known, spark an interest in your persona as well as your business. Then, every post you create will gain a following.
It is important to make those comments insightful and focused on the conversation! As of January 2017, Google+ hides low quality comments by default, on the basis of algorithm analysis of the comment, so unless one clicks on the See all comments link in the drop-down menu, nobody will see it.
Remember that “social” means human exchange.
2. Engage with Communities
“My strategy is to identify the most active and quality-driven communities and engage with them,” says Roxana Nasoi of SERPlified. “It starts with being active [one hour] per day in the first month, until people start to recognize my name. I divide the one hour into 10-15 minutes sessions, so this means I log onto GooglePlus and check my Social button on Gmail 4 times a day.”
Engagement takes time, but then Roxana goes even more in detail with the strategy:
In the second month, I spend 30 minutes per day, divided in 10 minutes sessions. Same principles: always giving quality information, helpful, responding to their needs, being there when they need my help.
In the third month, I can already cut it down to 10 minutes a day, 3 days a week. Usually, it goes from a couple of clicks a day to being viral. Here is a report:
Be willing to invest more time at first, then cut it down to the basics. But you need hard work to build a bridge, and it’s up to you if you maintain the bridge in good shape so it’s usable many many years ahead. All you need to do is have common sense, respect, don’t spam or self promote. Wwitch from seeing only yourself to seeing others, too. You’ll be amazed to see that in communities, when you help someone, you receive a lot more in return, not from that person only, but from the entire community. That’s why you should go for active communities, one community with 5,000+ members is enough.
In 2017, Google+ also reintroduced Events for communities and profiles, so you can join or create one in your niche for more focused engagement.
3. Use Visuals – a Lot of Them!
“[I] discovered that large images work really well on [Google+],” says Luke Jordan of Intergeek, “They take up a large amount of room on a user’s feed meaning their eyes are drawn to your content, and if your image is good enough then it will improve click-through rates significantly. ”
Also – if you read Jerry’s recent Google+ case study, he was able to improve one of his Google+ post engagement rate by 8,400% by using proper-optimized post format and image.
4. Put Pinterest and Google+ Together
“Little did I know that after I’d created my first Pinnable image, I shared the post on Google+ and discovered that large images work really well on there too,” confesses Luke Jordan of Intergeek. “They take up a large amount of room on a user’s feed meaning their eyes are drawn to your content, and if your image is good enough then it will improve click-through rates significantly.”
5. Have a Friendly Profile Photo
Silly tip? Not quite, since a friendly (and hopefully professional) profile photo gives potential leads a reason to trust and contact you.
As Kristy Hines highlights in her Crazy Egg post, “If you were looking to hire a consultant out of this group to trust with your business, who would get that trust? Would it be the person with the great headshot, the person in the suit, the person who has a cartoon avatar, the person with the blurry photo, or the person disguised in sunglasses?”
6. Group Your Contacts in Circles
You’ll want to email notify all your marketing contacts when you post marketing-related content, but you don’t want your free coupons group to get the same marketing material, right?
Organize your contacts in Circles to maximize your audience targeting efforts.
7. Get on Hangouts
Use Google Hangouts not just for your own webinars, but to join others’, too. Get your name out and participate. That can be more effective than spending considerable time and effort to create your own webinars.
8. Add a Commentary to Content You Share
You could share content without a commentary, but why lose a great opportunity to really engage your users and motivate them to read further?
When you add a comment on shared content, you give your contacts a reason for WHY you did pick this specific piece of content and why you think it’s worth sharing with them.
No blind share addicts here, but mindful social media marketing experts.
9. Seriously, Email Your Circles!
This is less trite advice than it seems, because as a social media manager for my business and client accounts, I’ve often omitted this important – no, critical – step: tagging Your Circles and check the “Email your Circles” option.
Some contacts are too busy to check their Google+ stream daily, but they do check their email often, so give them a reason to check out your social posts by emailing them your updates.
Luana Spinetti is a freelance writer and artist based in Italy, and a passionate Computer Science student. She has a high-school diploma in Psychology and Education and attended a 3-year course in Comic Book Art, from which she graduated on 2008. As multi-faceted a person as she is, she developed a big interest in SEO/SEM and Web Marketing, with a particular inclination to Social Media, and she’s working on three novels in her mother-tongue (Italian), which she hopes to indie publish soon.