Google Plus Marketing, Elements, Limitations, Lessons

Although Google Plus (or Google+) was once a social media platform developed by Google to connect people and enhance social interaction, it was officially shut down for consumers in April 2019 due to low user engagement and data security issues. However, at its peak, Google Plus had unique features that made it appealing for certain types of digital marketing and online networking, especially with Google’s ecosystem integration.

What Made Google Plus Marketing Unique?

Google Plus allowed businesses to establish an online presence and connect with audiences in a format different from traditional social media. Its direct integration with other Google services, such as Google Search and YouTube, helped marketers reach audiences through optimized search results, which was particularly valuable for SEO strategies.

Features that differentiated Google Plus included Circles, Communities, Collections, and Hangouts. These provided marketers with segmentation, content organization, and interaction tools that could cater to specific audience needs.

Key Elements of Google Plus Marketing:

1. Google Plus Pages:

Similar to Facebook Pages, businesses could create profiles on Google Plus for sharing updates, content, and connecting with users. A well-crafted Google Plus page could drive search engine optimization (SEO) benefits, as Google often prioritized Google Plus content in search results, especially local businesses that used Google My Business.

2. Circles:

Circles were Google Plus’ answer to audience segmentation, allowing marketers to organize followers into different groups based on interests, demographics, or engagement. Marketers could target specific Circles with tailored content, leading to personalized communication and improved engagement rates. This segmentation also allowed businesses to experiment with different messaging strategies for different audience groups.

3. Communities:

Google Plus Communities were groups centered around shared interests or topics, similar to LinkedIn or Facebook groups. Businesses could join or create Communities relevant to their industry and interact directly with members. This feature was particularly effective for brands wanting to position themselves as thought leaders, gather feedback, and discuss trends with highly engaged audiences.

4. Collections:

Collections allowed users to organize posts around themes, helping marketers present a curated view of their content based on topic. For example, a travel brand could have Collections like “Adventure Travel,” “Luxury Getaways,” and “Travel Tips.” This feature helped enhance content discoverability, as users interested in specific topics could follow individual Collections without needing to follow the entire page.

5. Google Hangouts:

Google Hangouts, integrated with Google Plus, offered video conferencing and messaging, allowing brands to connect with audiences in real-time. It was often used for webinars, Q&A sessions, or live announcements, providing brands a way to host interactive sessions and build a sense of community.

How Businesses Leveraged Google Plus for Marketing?

• Enhanced SEO:

Google Plus content was indexed by Google, meaning that public posts had the potential to rank on Google’s search engine results page (SERP). Marketers used Google Plus to publish optimized posts with relevant keywords, enhancing organic visibility. Posts that received significant engagement on Google Plus were more likely to show up in personalized search results, driving additional traffic.

• Local SEO Advantage:

For local businesses, Google Plus was a cornerstone for local SEO, especially when combined with Google My Business. Businesses could link their Google Plus profiles to their Google Maps listings, improving their visibility in local search results. Reviews and interactions on Google Plus often influenced local rankings, making it essential for businesses targeting specific geographical areas.

• Content Sharing and Engagement:

Google Plus allowed marketers to create engaging content for Communities and Circles, often generating higher engagement than traditional posting on brand pages. With the ability to share multimedia content, marketers could craft a diverse content strategy that included videos, blog posts, polls, and images to foster interaction.

• Thought Leadership and Brand Authority:

With the structure of Google Plus Communities, brands positioned themselves as industry leaders by sharing valuable insights, industry news, and exclusive content within relevant Communities. Engaging directly with audiences in these Communities helped establish authority, as followers often viewed businesses as credible sources within the industry.

• Influencer Marketing:

Google Plus was also used for influencer marketing, especially within niche industries. By collaborating with influencers who had substantial followings on Google Plus, brands could expand their reach to specific audiences. Influencers often provided reviews, tutorials, or recommendations in their Google Plus posts, lending authenticity to the brand’s messaging.

Limitations and Challenges of Google Plus Marketing:

Despite its integration with Google’s ecosystem, Google Plus struggled to attract and retain a broad audience. Many users found the interface confusing and were already deeply invested in other platforms like Facebook and Twitter. Additionally, privacy concerns related to data breaches led to a decline in user trust, ultimately prompting Google to discontinue the service.

The platform’s niche appeal and complex design made it difficult for small businesses to adopt effectively. Since Google Plus primarily appealed to digital marketers and tech-savvy individuals, many businesses couldn’t generate the audience size needed for impactful marketing.

Lessons from Google Plus for Current Marketing Platforms:

• Segmentation:

Platforms like Facebook, LinkedIn, and Twitter now offer more refined audience segmentation options, inspired by Circles.

• Community Engagement:

Online communities like Facebook Groups have taken a similar approach to Google Plus Communities, allowing businesses to interact with audiences based on shared interests.

• Integrated Ecosystems:

Google’s integration of Plus with its services set a precedent for cross-platform synergy, now seen with integrations like Meta’s Facebook-Instagram business tools.