Google+ wants to separate itself from other social networks, and for good reason. Facebook has carved out the lion’s share of the social space, attracting people from all corners of the world, and Twitter has become today’s go-to second-screen platform and news provider. LinkedIn, with all of its professional influences, has turned into an everyday tradeshow, and Pinterest speaks especially well to B2C audiences. Where does Google+ fall? Chances are it will be the answer to demands for social search, and new feature updates will only make it easier for brands to convert site visitors.
Google+ introduced a new social media marketing feature in February 2013 called Interactive posts. This update allows Page managers to create on-site buttons for social sharing. For example, a business can develop an RSVP button for an event it is hosting or a CTA to drive Google+ connections back to branded websites. According to the search engine company, interactive posts improve website conversions and increase social engagement.
The engine also notes that interactive Google+ posts go right in the social stream similar to traditional updates, but they include clickable CTAs and support deep linking. This secondary function allows the Google+ application on mobile devices to host interactive posts, so when a user engages with a custom CTA, the event opens in the application, and does not drive the person to the mobile web. The deep-linking feature helps brands convert leads right away, and with xAd’s new report showing that 46 percent of Americans rely on mobile devices to purchase in-demand products, Google+’s interactive posts may help it appeal to mobile audiences.
46 percent of Americans rely on mobile devices to purchase in-demand products, Google+’s interactive posts may help it appeal to mobile audiences.
Companies that are wary of the inevitable transition from desktop search to mobile activity shouldn’t rush to the developer’s drawing board to create their own applications, but instead embrace mobile options available for free. Google+’s mobile app may not be atop the download lists in iTunes or Google Play, but with a little innovation, the search engine may just find a niche for its own social network yet.
Google+ marketing can take advantage of mobile trends, but it also has its foot through the door with Authorship. It would benefit any marketer to set up his or her Authorship and put a picture next to blog content. Check out Brafton’s Authorship examples here to learn why it’s so important to establish this social credibility before your competition.