Dedicated social sharing pays ROI dividends: A G+ success story

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One Brafton client bucks skepticism about G+'s efficacy by using the network to achieve exponential traffic growth & boost conversions.

Industry: Finance
Content: Google+ marketing
Highlights: Google+ Community posts build social presence

Marketers are becoming keenly aware that Google+ has more to offer to social marketing strategies than was once perceived. Many advocates will attest that it’s not a ghost town, even if it has yet to take off as a purely social network.

The platform has attracted the active participation of core industry influencers, and these people are often the ones who will sway a customers’ opinion or get brands’ content in front of the audiences they deserve.

With engagement abundant across Communities, and Google in its corner providing SEO advantages, brands are heading to Google+ to build presences. One Brafton customer shows how brands can harness the site’s potential when they make strong investments in their Google+ marketing strategies.

Share for a bigger social media presence

One mistake brands make with social media is buying into the belief that: “If you build it, they will come.” Social presences must be maintained consistently if they’re going to drive results. This company, which operates in the financial services sector, distributed six updates every day to keep the profile fueled with content.

Comparing year-over-year data, the business saw its Google+ Page visits increase 1,200 percent. 

Data proves that target audiences took notice over time. Comparing year-over-year data, the business saw its Google+ Page visits increase 1,200 percent. And those readers weren’t stopping at the social account – they were also clicking back to the company’s main pages.

Create content that wins an extra click

By sharing six posts a day on Google+, the company successfully drove readers back to its main website. Over the course of a year, Google+ social referral traffic jumped 235 percent, and socially assisted conversions increased 100 percent.

This points to the fact that qualified prospects were on the network and interested in information about financial services. And in this case, the company was there to fill the void with news articles, business reviews, white papers and webinars. In return for the insights it provided, the company attracted fresh visitors to its website and then nurtured those leads until they were read to convert.

Google+ social referral traffic jumped 235 percent, and socially assisted conversions increased 100 percent.

Google+ is a safe social marketing bet

Marketers should consider Google+, even if they don’t have a massive audience on the site at present. The reality is: Google is ushering internet users toward its social network and making content shared on the the platform easy to discover. Brands that build their presences on the site will reap the benefits as the network becomes a hotbed for content discovery.

 

For more about Google+, check out these related resources: 

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Lauren KayeLauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.
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