Over the next couple of days on ProBlogger, we’ll be taking a look at key marketing tactics bloggers are using on Twitter and Facebook.
Since we covered Pinterest recently, I thought I’d explore Google+ today, and check out the approaches some of the A-list bloggers are using on this network.
Tactic 1: Cross-promote a particular offering
Gary Vaynerchuck might have become famous for his books, but he’s been vlogging since 2005, so its no surprise that his Google+ page is dominated by video posts. In fact, he appears to use Google+ primarily as an outlet to cross-promote his YouTube channel and associated videos.
This is interesting, because Gary has a lot of different projects on the go (notably, his agency VaynerMedia, as well as writing and speaking), but he’s focusing his Google+ engagement on his videos.
A similarly focused strategy might be suitable for you if you feel that some aspect of your blog offering is particularly appropriate for the Google+ audience, and you want to see how much traction you can get from the network for that particular offering.
Tactic 2: Day-in-the-life reportage
Deb Ng, Blog World Expo’s community director, and Sonia Simone, the self-proclaimed “Pink-haired tyrant of Copyblogger Media,” both use Google+ to engage with followers on a combination personal-and-professional level.
Have a look at their Google+ profiles and you get a feel for them as people, but you also gain insight into what they’re doing for the brands they work with. Both use Google+ to mix personal interests with family, home, and work-related content. They regularly provide glimpses behind the scenes of their work on brands that are extremely important to many of us in the blogosphere.
While Deb has her own blog, Sonia doesn’t, so this approach can either complement your other online offerings, or be used independently. But in both cases, these Google+ pages give us an insight into what makes these guys tick—something that I expect is pretty valuable for people wanting to engage with Deb about Blog World, or with Sonia about Copyblogger. I imagine more than a few bloggers have tried to get inside the heads of these A-listers by putting them into circles on Google+.
This tactic might be a good one for you to use if your followers and readers would appreciate an insight into how you operate on a professional level, behind the glossy front of your blog’s brand.
Tactic 3: Personal brand miniblogging
Anyone who follows me on Google+ knows that my own approach has been to adopt the forum as a sort of all-encompassing miniblog.
I have branded Facebook pages for ProBlogger and Digital Photography School, and separate Twitter streams for each, but on Google+ I combine those brands under a kind of personal brand.
I see it as a location for rich exchange with followers who want to engage with me as a person, rather than simply with ProBlogger or DPS. In this way, Google+ has become a personal branding outlet for me, and has helped me strengthen engagement with readers and followers significantly since it launched last year.
I think that Google+ allows for a broad reach and a richer kind of interaction with those who have me in their circles, which is why I’ve made it a key part of my online strategy.
Tactic 4: Close curation
Serial entrepreneur and ideas woman Gina Trapani is always re-sharing other people’s Google+ posts. She also spends a lot of her Google+ time sharing content she’s found herself, that she feels others will appreciate. This approach turns her stream almost into a curated newsfeed: it’s cultivated, professional, and targeted.
After decades in the industry, Gina knows her audience well, and knows what they like—and as the host of This Week in Google, she can be sure that a large portion of her tech-savvy audience is using Google+ heavily.
If you’re in the same boat, you might take a few ideas from Gina’s approach. Of course, in any case, re-sharing is a good way to provide valuable information to those in your circles and to support and encourage those peers you admire. How far you take that curated approach will likely depend on your niche and audience, but the sky really is the limit.
How do you use Google+?
This list represents just a handful of approaches used by bloggers, but I’m very interested to hear how you use Google+ in your social media strategy. If you don’t use it, why not? If you do, what tactics and techniques are you using to build and engage with your following there? Let us in on your secrets in the comments.
