Although it may still be a few months before Google allows businesses to create branded profiles on Google+, social media expert Chris Brogan is convinced the new network will be a powerful tool for business owners to connect with customers online.
"Google is the largest search engine in the world and it's looking to Google+ to understand what people are searching for based on what they share there," says Brogan, who has logged "hundreds of hours" on the site since signing up in early July. He's writing a book, Google+ for Business: How Google's Social Network Changes Everything, to be published in November by Que, an imprint of Pearson.
In addition to providing a platform that allows people to directly connect with each other, Brogan says Google+ might also influence how people and businesses show up in online searches. "Search is important for business owners because most people don't immediately know the business name they seek," he says. "They search for 'plumber' or 'legal help,' and they might mention your location as well. … Google has, for a while, been trying to better understand how social media and social networks impact search and link and page value, and this is its attempt to make it work."
Here, Brogan offers his top three tips for business owners who want to get a head start on engaging customers on this emerging social community.
1. Get started now.
Don't hold off until Google officially rolls out branded profiles to create a personal profile and start connecting with the more than 20 million members on Google+, Brogan says. Those who do will have an advantage when it comes to "understanding the platform and how to interact with people."
"If you think of a business profile as a business card, would you have your salespeople wait until they had the right card? No. Get in now, and get in early," he says.
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The best person at a small business to create and maintain the account is the person who is most passionate about getting connecting with customers. "This might be the owner, the owner's wife, the store manager," he says. "It's up to your business. It's who's most passionate and able to communicate."
2. Create a detailed profile.
Once your profile is up, fill it out in detail. Brogan recommends including your title with the company, contact information and a description of the business. You can also include details such as hours of operation and special promotions.
"Small-business owners should include information on how a potential client can work with them," Brogan says. "If you sell legal advice, then be clear on what kind and what sort of customers you're seeking. If you're building the world's most amazing startup, then explain what people might do upon connecting with you."
3. Make connections, start sharing.
Then start searching for people to connect with, who can add value to your business. These people can include prospects, vendors, current clients as well as thought leaders in your industry. One way to start searching is by using a third-party site called FindPeopleOnPlus.com, Brogan says. You can look for contacts based on various demographic information that matches your business and the products or service you provide.
"Connect with people you think are interesting or useful to your business needs, and then see who they are following in their 'circles,'" he says. From there, organize connections in specific circles, such as current customers, target customers, industry influencers and others.
Once you have some contacts in your circles, start sharing your content. "You can post videos like walkthroughs of your offices or plant," Brogan suggests. "You can post photos of your happiest customers. You can post location data and share where your mobile food truck, for example, is going to be. There are all kinds of great ways to sharing."
Related: Google+ Isn't Ready For Business
When Google+ eventually opens to business profiles, owners who have already built relationships will be able to introduce their connections to their new business profile page, Brogan says.
"Google+ hasn't explained whether or not it will be a system like Facebook where there are 'likes' involved to actually start receiving updates, but there's no effort lost by building connections now with your personal account," he says. "Waiting for a business account would be like waiting for a new logo before you run out to do any sales. Don't wait."
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Comments:
Yep so was there all day! :-) about darn time. wink..
They're letting everyone in now. Join us.
I used this material on my website to discuss why businesses should add Google+ now that it's open to everyone. You can read more about it here: http://hausmanmarketresearch.org/google-give-tired-poor-huddled-masses
Well I would get in if they let us in... I"ve tried for over 3 months now! Can't get in until they unlock it! Groan...
More like WHY? Why another community? If you don't have the time to be active in it, then how much help is a profile?
I just received this Newsletter/article...seems it is 2 weeks late!? Cannot start a personal profile as suggested, they are not accepting any more.
While I'm a fan of Chris Brogan, I hardly think that: 1) Get Started 2) Create Profile 3) Start Connecting/Sharing is groundbreaking advice, OR that it's exclusive to G+. Doesn't that apply to EVERY single type of social platform on the web? As for his book, I applaud him for racing to the finish line. While the book may lack definitive accuracy, I'm sure he'll get some great mileage out of being one of the The First Authors To Write About Google Plus!
what is taking them so long :<
Nice article with some interesting points. G+ is in its infancy and a lot of things will change as it grows. Getting in now and getting your feet wet will help you as it grows and expands. The problem is when "employed" people comment about articles focused on business owners and entrepreneurs. They don't understand. After reading the comments, I'm figuring most of the posters have no clue to who Chris Brogan is, so maybe if you change his name to Paris Hilton, then they will understand what the article is saying. The article starts up front by saying to start a "personal profile" not a fake one. Have one contact person in the organization who can talk about the company, its clients and its products. Not spam, but have a conversation.. There is a difference. That's the nice thing about G+ is that it was built and is being tested by adults. Not teens who just jumped over from MySpace. I know, for you cubicle dwellers, its hard to imagine working for a company or at a job that you enjoy and have no problem talking about it. But there are others who do. And that's who the article was aimed at. There are plenty of examples on G+ of people who actually like where they work and what they do and like to talk about it. There are also a lot of one and two person companies that have a G+ profile. There is a difference between being social with a business edge and being all business
I'd love to create a Google + account. However, Google is not allowing anymore people to sign up for their beta.
The guy's advice is quite flawed as Google are deleting accounts that don't have a proper (human) first and second name associated with the profile, and also profiles set up for businesses. Just wait it out until they launch business pages properly and focus on your other social media outlets for the time being. I am sure it won't be too long. Also, who is going to buy this guy's book when it's mainly based on assumptions about a product that's not even launched??
Not interesting. And I'm not sure of what the writer is trying to say. The analogies he draws are incongruous.
Just an FYI that Google is supposedly removing business pages that they haven't pre-approved for their business pages trial.
I agree. Those that have taken time to build a network on Google+ and become familiar with the tools will be in better position to "hit the ground" running when they launch business pages. There seems to be a lot of anti-Google+ sentiment ("not everything they roll out sticks" "not another social media platform to manage") that I think is clouding judgement. There's no disputing that you, as a business, want to show up in the top search results on Google. There's also no doubt that social is playing a bigger role in search. So wouldn't it make sense to bring some of your social media conversations onto Google's own platform?
I am a bit confused as the other comments, Is the idea to pretend to be a person that owns the business and just talk about the business? It seems very spam like to me. (just my thoughts) The other thing is, there are other Business Social Media sites like Bizz.net that can be use to connect with other business. but again just my thoughts
So - just to be clear, are you saying start a page now as a "business owner" (a person) that you can eventually urge those in your circles to join your new business page?
What if the efforts put in now cant be utilized then? I would prefer waiting. I understand the benefit of building a network but I would chose to wait.