However, if the platform is relevant to the business’ communications strategy, it is essential that they begin engaging within that medium.
Businesses need to push through their reluctance
Today, Facebook, Twitter and LinkedIn are the most popular platforms used by businesses to engage with the target audience and build long lasting relationships. Many businesses are reluctant to add yet another medium to the mix of ever growing social media channels. However, there is another platform that has emerged that does seem to be worth a business’s time and effort.
The search engine giant Google jumped on the bandwagon in 2011 and created its own social media platform, Google+ – said to rival Facebook. Several months later Google launched Google+ Pages especially for businesses.
Although we have heard quite a bit from the experts about social media fatigue, the advantages that a Google+ Business Page offers may be enough for a business to push through their reluctance and create yet another fantastic way to engage, converse and bond with their target market.
What are the advantages to Google+ Business Pages?
Every business is different and so needs a different communications strategy. Not all businesses will be suited to the features and benefits that Google+ Business Pages offer, however some advantages of a Google+ Business Page include:
- Search Engine Optimisation (SEO):
SEO is all about using techniques to drive the right people to your website. These include keywords, back links and valuable content that will help search engines naturally find your site without paying for ads. As Google is one of the biggest search engines and therefore ranks Google+ very high in search results, it makes sense that SEO would be the top advantage for owning a Google+ Business Page.
- Google Services:
By creating a Google+ Page, an organisation has direct access to all other Google services integrated into the system. Such services as Google Maps, search, YouTube, Android, Chrome and Gmail provide even greater exposure for a business.
- It helps build connections:
Google+ pages don’t just interact with other pages; they interact with the entire Google+ world. Businesses can add people to circles, +1 comments and photos, add their own photos, edit their profile, host Hangouts and share things.
- Host hangouts:
Google+ allows businesses to host their own Hangouts – live video chats with other users. Potentially a business could use these hangouts to have meetings with international clients, have expert discussions with potential clients, stream a live question and answer session. With live streaming businesses have even more of a reason to engage with their target audience.
Circles are a feature on Google+ and Google+ Pages that allow the profile user to create groups of similar people or businesses. This makes it easier for businesses to send out targeted or tailored messages to each individual group.