Google+ for Business: Five Essential Things for B2B Orgs to Know

November 8, 2011 6:01 am | POSTED BY admin

The social network floodgates for business are now officially open on Google+.  The real business value of it will become apparent over time. What is the ostensible value for a business? Google writes:

On your page, you can engage in conversations with your visitors, direct readers back to your site for the latest updates, send tailored messages to specific groups of people, and see how many +1’s you have across the web. Google+ Pages will help you build relationships with your users, encouraging them to spend more time engaging with your content.

Over time it is more than likely that how business pages can look will evolve. But the screenshot below of Amazon’s presence shows how they will tend to look now:

Amazon on Google+

Amazon on Google+

With limited time and resources, what’s a business to do about it? Here are a few key bits to know.

1.  Orgs need to claim their space.

Google+ is not going away, so it is essential to stake one’s claim over one’s rightful business space sooner rather than later (just ask Bank of America what the worst case scenario is if one does not). That goes too for brands/products/services that have their own identity.

2. Google+ will help with search engine optimization. 

That is one thing that will make Google+ somewhat different. The Google+ business page will also display a tally of all one’s 1+’s collected from across the web – reminding continually of the organic connection between Google+ and search. 

3. It IS like Facebook for business.

Trying to make quick sense of what Google+ for business is? It is essentially a platform that will help organizations interact with customers, clients, and fans. Like Facebook, it is in one sense “just” another place most organizations who compete or serve need to be. 

4. It IS NOT like Facebook for business.

One thing that seems to be unique is how Google+ is able to let a firm or brand segment its audience using circles. Imagine, one can make different content for different audiences all under one identity!  Imagine being able to segment different kinds of communications for clients, end-users, investors, etc.  A millenial who understands the power of marketing segmentation might call that capability “pretty sick.”  Again, from Google:

Circles allow you to group followers of your Page into smaller audiences. You can then share specific messages with specific groups. For example, you could create a Circle containing your most loyal readers and offer them exclusive content. 

 

5. Early experimenting will lead to learning.

Once one has staked one’s claim, one’s own forays into familiarization and use can begin. As surely as night follows day, B2C firms and brands will be rushing into the space. The bleeding edge learning from their experimentation will be sure to soon follow. And many B2B firms (as well as small businees and B2C) will be the beneficiaries of the first wave of trial and error. They will simply need to stay tuned.

 

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