Key takeaways
- Use Gmail/Google+ Messages to reach any Google+ user. Those messages appear in Gmail’s Social tab and can catch people who aren’t on your email list.
- Plan Google+ posts with the Gmail people widget in mind. Recent posts and comments surface in the inbox and extend your marketing real estate.
- Watch and engage influencers on Google+ to improve email content and to earn mentions, recommendations and exclusive content.
- Use Google+ Analytics’ “post ripple” to track distribution channels, top influencer interaction and sharing velocity. Treat those insights as alternate A/B tests for email.
- Optimize your Google+ profile (complete fields, current content, accurate imagery) and claim authorship for original work to boost reach and funnel more contacts into your list.
Introduction
Social media and email marketing go together like peanut butter and jelly, Bonnie and Clyde, two peas in a pod, and virtually any other simile or metaphor you can come up with off the top of your head that relates to great pairs. It’s well-documented and far from earthshattering in terms of news potential, but there’s no way to skirt around the facts. However, what is a little surprising is the fact that Google’s favorite social project does fly under the radar a bit in terms of exposure – at least when compared to the amount of attention given to Twitter and Facebook. To help give your brand a competitive advantage over other organizations that are still fighting for dwindling share and reach on these other networks, let’s take a look at five quick tips that can help you become a big name on Google+.
Get Familiar with Gmail/Google+ Messages
One of the biggest things going for Google+ is the extended reach it offers for active members of the community. As Danny Sullivan of Marketing Land explains, Google+ users, including your brand, can send messages to anyone else on the network. While this message does show up in the social tab of the new Gmail interface, it provides an extra avenue for communication with individuals who might not be aware of your email offers and discounts. Adding that it helps promote your brand’s standing on this ever-growing network doesn’t hurt either.
Make the Most of the People Widget
After you start building up a list of followers on Google+, you’ll find that your posts start popping up in the people widget section of the Gmail interface. As Frederic Lardinois of TechCrunch points out, highlighting recent posts and comments in this portion of the inbox serves as additional marketing real estate for your brand. Essentially, if you plan out your social media content with this concept in mind, you can create a deeper and lasting bond with your contact list that blends Google+ posts and the deals and discounts held within your current email content seamlessly.
Keep an Eye on Influencers
Of course, sometimes people don’t want to experience a deluge of marketing offers when they open up their inbox in the morning. With this in mind, Forbes magazine’s Kate Harrison suggests keeping an eye on influencers and developing content and social outreach that leans heavily on these major industry voices.
The end game for this method is two-fold. First, simply watching for relevant or interesting posts and links from these individuals on Google+ helps improve the quality of your email content. Additionally, if you can leverage your emerging position on this network into a relationship with these influencers, then mentions, recommendations, and exclusive content that your competitors can only dream of could stand as a well-earned reward for your hard work.
Understand and Utilize Google+ Analytics
Harrison goes on to note that for brands looking at any form of online outreach, from email to social and other digital strategies, the audience analytics offered by this social network are second to none. For instance, the “post ripple” feature tracks virtually every facet of a given submission to the platform. From distribution channels to top influencer interaction and sharing velocity, taking note of how users interact with this content can help shape and mold your email message moving forward.
Think of it as an alternate form of A/B testing. If something ignites your social circles on Google+, chances are it has a home in your next marketed message. Similarly, if you have a recent offer in the inbox that is doing well, there’s no reason not to double up and hit your social audience for even more conversions and brand awareness.
Optimize Your Profile
Finally, it’s no big secret that Google is the biggest name in the search engine business, so it makes sense to optimize your profile and rank higher on relevant result pages. Filling out all relevant entries, keeping your profile content up to date, and using accurate imagery all help kick this process into high gear. If you want to go to the next level, Cindy King of Social Media Examiner recommends using your profile to claim authorship for any original works generated on behalf of your brand.
Even if it’s just a simple industry white paper or report, connecting your social presence to these high value pieces of content can help increase the reach of your online persona. This, in turn, should help funnel even more interested consumers into your contact list, which means all the world for brands that are serious about taking the inbox by storm.
FAQ
Google+ lets brands send messages to any other user on the network. Those messages appear in the Social tab of the Gmail interface, giving an additional channel to contact people who may not be aware of your email offers and discounts.
The people widget surfaces recent Google+ posts and comments in the Gmail inbox. Plan social posts that highlight timely updates, deals or discussion-worthy content so they complement the offers in your email and strengthen bonds with your contact list.
Monitor relevant influencers’ posts and links on Google+ to raise the quality of your email content. If you develop relationships with those influencers, you can earn mentions, recommendations or exclusive content to use in both social and email campaigns.
Use the ‘post ripple’ feature to track distribution channels, top influencer interaction and sharing velocity. Those interaction patterns indicate what resonates on social and can serve as alternate A/B tests for what to include or repeat in email messages.
If an email offer is performing well in the inbox, consider doubling up by sharing it with your Google+ audience to increase conversions and brand awareness. Conversely, social posts that ignite your circles are good candidates for inclusion in future marketed messages.
Fill out all relevant profile entries, keep profile content up to date and use accurate imagery. Also claim authorship for original works (white papers, reports) so your social presence is clearly connected to high-value content that can funnel interested consumers into your contact list.
People can dislike a deluge of marketing offers in their inbox. To avoid overload, focus on higher-quality content (for example, influencer-driven pieces) and use Google+ as a complementary channel rather than simply increasing offer frequency.
Google+ interaction patterns, especially insights from the post ripple feature. Act as an alternate form of A/B testing. If a post performs strongly on social, it’s likely a good candidate for reuse or adaptation in upcoming email campaigns.
