If you’re an established brand, there’s probably a lot of information about you on the web already, including content that’s been created by you. By adding an author tag to your material, your photo and name will appear next to Google Search results for content you’ve created — such as your website, blog posts, and videos. People will also be able to see how many Circles you’re in and will have the option to add you to a Circle as well. Authorship is especially beneficial for brands that have a company blog or those that spend a lot of time contributing guest posts. You can learn more about this feature through Google Webmaster tools.
Don’t let your customers stumble upon a blank page. Use your Google+ Page to highlight your work. Share success stories, case studies, and links to presentations as a resource for both your customers and industry colleagues. Additionally, this is a great opportunity to recycle relevant blog posts from the archives. Google+ doesn’t allow contests or giveaways, but you can use your Page to drive traffic to and from your website or other social media platforms. Just because you’re trying to grow a community on one platform doesn’t mean that you should neglect the others.
Tell a Story
With so many platforms and different types of audiences, it can be challenging to create a comprehensive social media marketing strategy. With Google+, you can easily tailor your content for a variety of audiences and make your messaging more relevant to your followers. Think about the different types of people in your audience. On a daily basis you’re probably communicating with current customers, the media, partners, industry contacts, and new prospects. By sharing the right content with the right people you’re increasing your chances of expanding your reach. People that find relevant content are more likely to share it with others.
If feedback is what you’re looking for, you can create Circles for your early adopter or beta tester communities. You can share exclusive sneak peeks of new products or services. And since Google+ doesn’t have a limit on the length of posts or comments, you can have more in-depth conversations with your community about what they like, don’t like, and so on.
Building a community on Google+ will take some time as both brands and consumers learn how to navigate the new social network. Google+ offers a lot of opportunities for two-way conversations with fewer distractions. Grab an interactive badge, put it on your website, and start promoting your Google+ Page to your community.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.