Google+ & B2B Social Media Marketing: Should Your B2B Company Be On It?

As a B2B marketer, you’re probably busy getting your company up and running on LinkedIn, Twitter, Facebook, blogs, YouTube, and even SlideShare.  But wait! Don’t forget Google+ (or should you?)!  This platform is Google’s major attempt at getting into social media and give other established social media platforms a run forGoogle+ & B2B Social Media Marketing: Should Your B2B Company Be On It? their money.  As a B2B social media marketer, any social media platform that has the potential to bring your company leads should be seriously examined.  However, there are both pros & cons with Google+ especially with it being so new to the game.

Pros

  1. Segmentation – You don’t treat everyone in your rolodex the same way.  Clients, prospects, vendors, employees, and other business contacts have issues that are important to them.  You can segment your messages based on your audiences who you may have different goals for when speaking to them.
  2. SEO – Inbound traffic from Search Engine Optimization (SEO) techniques can add significant traffic for your website in addition to other efforts such as using social media sites.  When your content is shared on Google+, you get an SEO boost.
  3. Networking – Using features such as a Google+ hangout you will be able to engage on a very personal level with your audience.  In addition, use Google+ to gather contact data and research your contacts and potential clients.
Cons
  1. Adoption – The biggest hurdle for a B2B company when it comes to Google+ is it’s low adoption rate.  There is just not enough critical mass when it comes to people using this platform like they do with Facebook, Twitter, and LinkedIn.  Many businesses report that Google+ is like a ghost town.
  2. Administration – Unlike admins for a Facebook page or LinkedIn company profile page, Google+ business pages only allow 1 admin.  This may not be an issue for a small company with a handful of employees but may be for a company with a couple of hundred employees.
  3. The Other Guys – The Big 3 (Facebook, Twitter, & LinkedIn) are where most companies report their users are at.  This is where people frequent on almost daily basis and have integrated into their professional and personal lives.
Google+ has huge potential to give the other established social media platforms a run for their money.  It also represents a huge opportunity for B2B companies but just like with all new technologies there are pros and cons to using.  Do your research and get those leads!

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