I moderate a local Google+ community for my city. The community is home to many small business owners, all of whom understandably want their businesses to thrive and grow.
Word has clearly been getting out that a foothold in the digital landscape can create a huge business advantage, and that Google+ is a particularly strong place for that reputation to develop, because people keep coming to my community (and others around Plus) to let us know that they are here.
The problem is that many of the people who stop by our Google+ communities don’t actually seem like they are really engaged. They seem, in fact, kind of… undead.
For example, you may have seen The Post ‘n’ Ghost – a community member who makes a short post, and then quickly disappears. They may be very talkative in their willingness to share their own stuff, but won’t be around if you ever have a question about it.
The problem? This strategy does not encourage anyone to comment on, share, or even +1 your posts…much less click your links. (Of course, if you only do this occasionally, don’t worry—people understand that you are busy and may not be able to get back to them right away.)
This is why it is important to have a solid strategy when it comes to your online marketing efforts: if you don’t, you may wind up believing that your marketing efforts are being sent to the graveyard.
Using Google+ Communities Effectively for Marketing Efforts
If you are using social media for your business, I challenge you to think of it as a business networking event. Think of a post as a conversation. There are already thousands of conversations that you can join in on, or you can create your own. When someone decides to join your conversation, make sure you take the time to acknowledge them, comment back, and if no comment seems necessary thank them for their input or at the very least +1 their comment so they know you have heard them.
Continuing with the networking event example, imagine that you walk up to someone that is standing alone at a table. You introduce yourself, and they just stare blankly for a couple of minutes. Are you going to continue your attempts to speak with them? If you saw their business card on the table, would you even pick it up?
Let's say the scenario goes a little different this time. You walk up to the table and introduce yourself, then in response the person tells you that they are a financial planner, hands you a card, and tells you to call them for any of your financial needs. The conversation is ended and the person walks away. How likely are you to call them? How likely are you to keep their card?
Though the two examples may seem a little farfetched, mostly because people do not attend networking events to ignore each other, but this is a prime example of the way many people attempt to use social networks. The undead walk the realms of our social networks, and the only cure is conversation and relationship-building.
Quite simply, people enjoy being talked with, not talked to. Take the time to have real conversations and you will see real results. Before posting your "elevator pitch" in a community, it may be a great idea to attempt build relationships with the people posting within the community. People will begin to notice you when you start to join the conversation.
This doesn't mean you have to spend tons of time on social media. Simply take some time and make an effort to get to know some of the people in your communities. If you see interesting people, chat 'em up! If you find posts by other people that you are interested in, +1, comment, and share them! You will find yourself on the much more engaging end of the social spectrum if you do this. People will eventually take notice of you, and your posts will begin to receive +1s, comments, shares, and (OH YES!) the much-desired link clicks too.
Have you had a zombie sighting in your Google+ communities? Let us know in the comments below!