01 Dec The Ghosttown of Google+ Provides Benefits for Your Website
Photo curtesy of: http://www.azjerome.com/
As a college student I spent a summer in Northern Arizona doing mission work. We routinely passed through the ghost town of Jerome and even stopped to visit the shops and learn about the city’s history a few times. The reality of a ghost town isn’t exactly what Western movies would have you believe. A niche group of people, mostly artisans, have found their way into this once bustling copper mining town and set up shop. Every day you’ll find tourists wandering the shops just as we did.
For years, almost since it’s creation, Google Plus has been referred to as the social media ghost town. However, people are stopping through, many herded in on Google’s SEO tour bus. Which means your business shouldn’t ignore what may be quietly a driving force of traffic for a B2B website with real content.
The Great and Mighty Google (as we refer to it at our house) has worked diligently to build a search empire. In November of 2006 the company bought YouTube, which in itself is a powerful search tool. After various tries at social media, they launched Google Plus in 2011. No one has ever claimed this project as a rousing success in the social media world. In fact, many have predicted its demise. Will it survive as the social media market grows and competition only gets tougher? I can’t make any predictions.
What I will tell you is Google+ and Google+ Business are both alive today. As long as the search giant continues to drive it’s tour buses (aka search traffic) through those arenas, it’s a bad decision to ignore the platform as a viable option for your company. It’s like ignoring your boss’s kid. Go ahead, bang your head on your desk. One. More. Platform. Who really has time for one more?
I didn’t give this social media site much thought other than setting up my business page and moving on, until a few weeks ago. I added my profile to my social media scheduler and posted links to specific blogs with specific keywords to the network. The craziest thing happened. We are receiving more traffic from this page than from Facebook, Twitter or LinkedIn.
The key is to understand your audience on this platform and create a strategy. Your strategy there doesn’t have to be any more difficult than your strategy on Facebook, Twitter, LinkedIn, or Instagram.
Start by creating a listing for your business and making sure to verify that listing. Even if you never publish here, you should create the listing or verify one that’s already been created by the search engine for your business. Google uses the information provided here in search results to show your phone number, hours of operation and reviews of your company.
Start by setting up your own Google+ business account. Then you’ll want to link it to whatever software you use to schedule social media posts like Hootsuite , Buffer or HubSpot. You don’t have to create new content for this specific platform right away. Start by duplicating the content you are posting on Facebook or Twitter if that content includes links to your B2B website. One post a day or just 2-3 a week here will let you see whether or not you are increasing your website traffic through that channel.
Knowing if it’s working means measuring the results. Use some type of analytics program. Google Analytics is one of the most popular and deemed one of the most reliable. Watch for traffic increases and take note of where that traffic is coming from.
With the power behind this platform’s parent company, it can be a major player in your B2B inbound marketing strategy. Just because the world has deemed it a ghost town doesn’t mean you won’t find something of value there.