Perception can often be the enemy of innovation in the digital space. Too often a great idea is disregarded because of an undeserved image problem. Google+ is an example of this. Google+ is completely misused in the automotive world because of a perceived lack of interest by potential customers.
Many believe no one is using Google+, so why should they take the time to post to their Google+ pages?
Google+ is obviously a fantastic SEO tool, but its value stretches far beyond the realm of Search Engine Results Pages. Some companies even use Google+ purely as a SEO tool, but even this is a mistake. Next time, don’t let anyone tell you that it doesn’t have any value as a Social Media platform. There are several reasons for this.
First of all, there is a huge active user base. In fact, there are 300 million active monthly users, making it the second-most used Social Media platform. However, on the whole, the user base is of a different ilk from the average Facebook and Twitter user and should be treated as such. When you are posting for your business, this must be kept in mind.
Because of its SEO benefits, Google+ has become a valuable B2B social media platform on the level of LinkedIn, except without the hokey “Endorse All” button. Many companies religiously post to, and are active on, Google+. This gives dealerships a tremendous opportunity within the Automotive vertical. If there are already businesses there, then why not make connections with potential business customers?
The dealership can tailor their Social Media content to the type of people that are already on a particular site – in this case, B2B users. This gives car dealerships in particular a chance to sell particular types of vehicles and services.
Rather than posting about the usual mix of sedans and SUVs, you can dedicate more Google+ posts about work trucks and vans – vehicles that your user base may naturally gravitate toward. As with all Social Media, the key is moderation. After all, these posts will be pulled into your Google Knowledge Graph, so you need typical user engagement posts as well.
All of a sudden, posts about the Ford Transit Connect, work trucks and the like can become a lot more useful for your customers. The key is knowing your audience in every online environment. In Google+’s case, it’s for B2B. If you tailor your social media strategy around that audience, it can pay huge dividends for your business.