In fact, it may not be fair to call Facebook a direct competitor of Google+ at all.
What separates Google+ from traditional social media is that it’s part of Google’s cumulative efforts to combine social media and search engine efforts, so they can generate the most accurate search results as possible. By having a prominent presence on Google+, a product can also rise in Google search results, which is a huge perk for any new venture.
While some social marketing strategies are successful regardless of the channel, the methods below are particularly useful for promoting a product on Google+.
Tailor Your Google+ Profile to Google’s Liking
Google is fond of infusing a profile’s “headshot” into wherever possible, whether it’s their search results or embeddable buttons.
As a result, you should try and capture an image that best defines your business or product. Convey the best brand image possible; if you’re a public speaker, use an actual headshot. If you’re promoting a product, use a professional image of the product. Since the headshot will be viewed in relatively small dimensions by many, avoid overflowing text within the image.
Instead, focus on the brand name (if necessary) and the actual product. Also, make sure your profile is complete; your introduction should be an appealing description of your product’s benefits and where to find it, in addition to relevant links, verified location, and associated media (such as videos and image galleries).
Here’s a flawless example from 12 Keys Rehab with my annotations included:
This is how to brand a business Google+ page in a way that aligns with Google’s recommendations and your brand values.
Also, make sure the search visibility for your profile is on. A huge added benefit of Google+ business pages is that they will appear high in search engine results if they have enough engagement, leading us to…
Using Google+ Circles to Personalize Relationships with Customers and Leads
One of the best features of Google+ is the ability to organize contacts by circles.
You can sort Google+ connections by friends, co-workers, acquaintances, or any custom label. This is especially useful for tailoring to different demographics. On Google+, you can submit status updates to specific circles. So for example, if your business has clients on the East Coast and West Coast, and you wanted to appeal to the emotions of West Coasters by writing a post about the beauty of the Pacific Ocean, then you can set it so the message only appears to those in your West Coast circle.
This has multiple benefits for marketing a product, enabling a business to employ various marketing strategies dependent on a specific niche.
Claim Google Authorship and Write Blog Posts Regarding Your Product
Ever notice the headshots of authors that appear alongside of some Google search results?
These are authors that claimed Google authorship on their article or web site, connecting the specific page or site to their Google+ profile. Assuming you are the owner of a website or author of an article (and already have a Google+/Gmail account) you can sign up for Google authorship.
By establishing authorship, any blog posts you write about your product or its industry will appear more prominently in Google search results, giving your Google+ profile more exposure in return.
This is an overall easy way to provide more recognition for a product. Linking authorship should only take a few minutes.
Connect with People Using Google+ Hangouts
Businesses can hold public or private video conferences using Google+ Hangouts, where they can hold contests, seminars or anything relevant that may pique consumers’ interests in regard to their product.
Since this is linked up with Google+, it helps to have enough of a following to gather some actual backing for the hangout event. By posting about the Google+ Hangout on your web site and various social media channels, you can raise a product’s profile in addition to providing an opportunity for consumers and press to ask whatever questions they have on their mind.
By showcasing an open-minded, easily accessible and tech-savvy approach on their Google+ profile, businesses can achieve significant success in marketing their product on Google+.
About the Author: Jesse Aaron is a professional blogger with a passion for social media marketing.