Google+ is still seen as the new kid on the block. Launched in 2011, Google+ got into the social media game significantly later than platforms like Facebook, LinkedIn and Twitter. Many businesses still believe they're set for social media if they're on these older platforms. This is a mistake and any social media strategy that doesn't feature Google+ as a component is incomplete.
With an estimated 120 million unique monthly visitors, Google+ has become the fourth most popular social media (after the aforementioned three and Pinterest) site in just five years. It is no longer just an opportunity for marketers...it is a necessity.
What is Google+?
Google+ is a social network that integrates with your Google account from sites such as Gmail, YouTube and Google Drive. Though similar to Facebook, Google+ has differentiated itself by being less "personal" (think: less baby photos) and more interest-based. Whereas Facebook often connects you with people you already know, Google+ strives to connect you with others who share your interests.
This is great for marketing because companies can quickly link into relevant "Communities".
Using Google+ for SEO
As Search Engine Optimization is a key component of any marketing campaign, being "findable" is more important than ever. Google+ is the most important social media platform to be on for SEO.
Google is the world's most used search engine. If you have a business page on Google+, when users search for your company name, your page information will show up to the right of the results. This will include your number of followers, a quick bio and your logo. Talk about an easy way to ensure your business is findable!
Google+ and Email campaigns
As aforementioned, Google+ is integrated with other Google tools. This includes the popular email service Gmail. Just like when users search for your business on Google, integrating your Google+ page and your email marketing provides an excellent findability feature.
Customers and leads with Gmail accounts that receive emails from your Google+ business page will have your business page show up to the right of that email in their inbox. Furthermore, recent posts from your Google+ page will show up here as well. This is a great way to quickly increase the views of your content!
Conclusion
Google+ is a young platform, but already has a significant market share. Its integration with the other powerful Google tools means that it is now a necessary component of any complete social media strategy.
The importance, expansion and ubiquity of Google as a company means that Google+ has enormous potential. The sooner your business can start effectively using Google+, the sooner you can expand your reach and begin analyzing that usage. This will be of increasing importance in the coming years.