Business-to-business marketers represent big companies, and big decisions sometimes require a lot of cross-department buy-in. Yet we can still be slow to adapt to a changing technology landscape. Wouldn’t you like to be ahead of the curve for once?
Social media networks rise and fall with regularity, and as marketers, we're often put in the position of investing actively in developing an audience on a particular platform, only to see the audience fall away when the platform cools off. Who cares how many MySpace friends you have, right? Many businesses feel like Facebook is constantly moving the goalposts, some are writing breakup letters, and others are doing detailed analyses of paid “Like” fraud. It’s hard to know where to invest your time and resources.
One social network is going to buck this trend of a dramatic rise, and equally dramatic fall: Google+. Google+ is not going anywhere. As a result, your investment in the network early is likely to grow in value over time.
Despite doubling in size year-over-year, its active user base is still comparatively small. And that's actually great news for you and your business, because "small" is a relative term. Google+ has 29 million unique monthly users on its website and 41 million on smartphones, with some users overlapping, compared with Facebook’s 128 million users on its website and 108 million on mobile devices, according to Nielsen.
And this "smallness" means there's still green field for developing an audience and connecting with them. There are a lot of influencers active on the platform right now, and because there's less noise, it's much easier to establish relationships. When you look at the firehose that is your Twitter feed, can you say the same thing?
The reason that Google+ isn't going anywhere is that Google is weaving it very tightly into the fabric of its entire ecosystem. Here’s how:
Google+ is the foundation for Authorship markup in organic search:
Google+ Local is the basis for verifying local businesses as entities and returning them in local search results:
Google+ is linked to Google accounts automatically:
To clarify, you shouldn't be investing in G+ just because it’s going to be around for the long haul, although that’s a pretty compelling reason. G+ is building some amazing products that are creating marketing opportunities that have never existed before:
When you combine a long-term view of investing your time and resources in a platform that's going to build in value over time, it makes sense to start investing now.
Google search is still the front door to the open web for the majority of Internet users. That's not changing anytime soon. So long as that remains true, Google+ has a valuable role to play in your social media, content marketing and brand building strategies for years to come.
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