This is a guest post by Anna Crowe of iiWorks.
“Hey girl, you check-in here often?”
“Do you use LinkedIn? Because I think we just connected.”
Not gonna lie: these sort of pick up lines aren’t effective – or even acceptable – to say without an awkward moment of humiliation in the real world. So why do brands think they can jump from the attraction stage to the engagement stage?
Let’s cut the small talk. In a competitive marketplace, brands are in an ongoing search for the perfect mate and are looking to develop long-lasting, meaningful relationships. We all know that we need to be on Google+ to feed the beast of SEO, but how do we develop a relationship in this rapid-fire, overwhelming space of Google+?
Here are 7 ways to slow your roll and show some good, sweet lovin’ to your Google+ community that just may be the game changer.
1. The First Date
Part of being in a relationship is having that anything-is-possible-when-I’m-with-you feeling. Meet your new BFF: Google+ Chrome Extension. When this buddy system is installed, this extension allows you to share Google+ content on Twitter and Facebook (which we all know the Google+ algorithm loves!), bookmark Google+ posts to read later, and receive desktop notifications.
CircleCount is like online dating, it allows you to view Google+ data behind the scenes of any article that you’ve read without being creepy. With CircleCount, you can see a list of all the influencers who have shown your article some love on Google+. So how do you make this work for your brand?
There’s nothing wrong with responding with a +1, but would you take your first date to the mall to shop at Hot Topic? No, we’re not fourteen. Do something that will make the experience memorable and unexpected, go beyond the +1. Try thanking each of those users for sharing your content or strike up a casual conversation. Better yet? Share a piece of their content. All you need is a little human interaction, and you’ll have your audience (and Google) falling in love with you all over again.
2. The Butterflies
Writing a Google+ post is like writing a love letter. We aim for the “awww” or LOL moments, but when there is a lot more competition in the feed it can be difficult to be extraordinary. Your brand message isn’t being heard. So here are our favorite tricks to tailor your copy:
- Treat the first line of your post like the meta title tag and pop in a keyword (ONLY if it’s relevant).
- Take advantage of Google+ short codes to change your font size.
- To bold, try using asterisks “*insert word*”
- To italicize, add an underscore with a plus sign “_insert word+”
- To underline, add a dash before and after the word “-insert word-“
3. The Ripple Effect
You’re attracted to each other and went for it – and you actually ending up caring about each other. Your original relationship with an influencer is what can cause one action to lead to many actions. This is the ripple effect.
With Google Ripples, size does matter. The visually dynamic, interactive map displays how a Google+ post is shared, and how followers spread that content.
Once you’ve established who your top influencers are, you can now find out who their influencers are and start building long-term relationships. No more walks of shame, no more friend-zone, you’ve finally met your match.
4. Meet In Person
A great +1’er doesn’t necessarily equal a Circle follower till death do us part. Commenting, sharing, and +1s require less effort, which means the stakes are lower. Hosting a Hangout allows for a more intimate face-to-face setting for up to 10 people. By showing your facial expressions, you can communicate so much deeper than what words can convey. With your eyes, your body language, you can inspire trust, positive emotions, and build relationships that give you that competitive edge.
If you want to go public with your relationship, you can broadcast with Hangouts On Air to a larger audience.
5. Let’s Go Back To My Place
Yup, we’ve all heard this same excuse “I like you but not in a “let’s hang out offline” kind of way.” For local businesses, you’ve got to literally put yourself on the map. With Google Maps, you can target your audience where they already exist, increase your reach to potential consumers, and boost your rankings. It’s like picking of a woman at a painting class, you have to understand where they are and how to connect with them.
6. Meeting Her Friends For The First Time
Searching for the perfect brand advocate? Start looking in the Google+ Communities.
When you join a Google+ Community, it’s like meeting your girlfriend’s friends for the first time…awkward and desperate to be cool. With your first post in the Community, you’re starting a conversation. Make it matter. Use an image, comment back, and don’t get in the habit of link dropping. Showing gratitude and paying attention will only make your relationship stronger.
7. Judgment Day
It’s not you. It’s your profile. No relationship is perfect. With a few tweaks to the “About” section and maybe even a new content strategy, your Google+ page can begin to see improvements in its relationship with Google search. Using a free tool such as Steady Demand to conduct a brand page audit, you can enter your Google Plus page’s URL and receive an overview of your page’s strengths and weaknesses.
We use human behavior (e.g. conversations, +1s) to determine how to make brands more relatable and closer to consumers. Browsing an average of three minutes more than Facebook users, Google+ fans can, and will, be wooed by high quality, relevant content and engaging experiences. By nurturing your relationships on Google+, you can cultivate a community of followers to influencers.
With over 4 years of social media experience, Anna Crowe has honed her digital marketing expertise to help develop stellar campaigns at iiWorks in Sydney, Australia. With a wealth of client experience, working on big brands like McDonalds, staySky Hotels & Resorts, ibis World Square Sydney, and Hearst Magazine, Anna’s passion for social continues to grow with every new grumpy cat picture. When we’re not talking social, Anna is a mom to Norman, the Basset Hound, and enjoys dancing to 80’s music (yes, she wants to dance with somebody!). Chat with her on Google+.