Google Plus is a social media platform that has only been around for three years and it has seen many changes over those years. Today, there is some debate as to whether or not it is a good marketing tool for businesses. Should your gallery business have a presence on Google+? Well… It depends. Here we will look at the advantages and disadvantages this platform has for an art gallery business. With these considerations, you can decide if Google+ is something you want to add to your marketing mix.
- Google+ has a narrow user demographics. Users are predominately male with an average of 28 years old. They are also heavily weighted from the engineering, software and design industries.
- Users spend less time per month on Google+. On average, only about 7 minutes. So your content needs to be good quality to get attention.
- Google+ takes into account how many +1’s a post receives to determine value for search indexing. Creating an engaged following is critical.
- For some business owners, their personal profiles grow a following faster then their branded business pages. This could limit who can post updates and could lessen the opportunity for increasing brand awareness.
These disadvantages mean it may take more time to build a strong community of art lovers since overall users numbers are lower then Facebook and Twitter. To overcome these issues, you will need to put more thought into what and how you post content, but by doing so there could be many advantages for your business.
Google+ will not be right for every art gallery’s marketing strategy. However, for some it could be a powerful tool. Let’s look at the potential advantages.
- Hangouts, a unique feature to Google Plus, allow you to interactive face to face with followers. This is great for artist talks or to generate excitement around an upcoming show. Google will likely continue to develop this feature.
- Once you build a following, circles allow you to segment your followers and therefore target your communications. For example, you could have separate circles for interior designers, clients, artists, and affiliate dealers. This is an excellent way to make your marketing more personalized.
- Users tend to be more professionals looking for real discussions similar to LinkedIn users vs. reporting on daily life activities, like Facebook and Twitter. Google+ has many communities that seem to be pretty active.
- There are not many art galleries currently on Google +, so there is less competition. Now is a good time to start building a presence and establishing authority for your gallery. Especially if you have a niche focus.
- Most importantly – It’s Google. Search engine optimization benefits are high. Posts on Google+ are often indexed, unlike other social media networks. If you are an online only gallery or if you attract collectors outside your local region this is a huge advantage. Posts will need to be optimized. SEO benefits are higher for searchers in your circles or logged into their Google account.
Google+ is certainly going to through some growing pains and reviewing the direction they will take in the future. However, it is not a platform likely to go away anytime soon. Building real relationships through this platform is part of Google’s overall vision and is essential for an art gallery business as well. They will also continue to inter-connect other Google products with Google Plus.
To the Point
If your gallery offers art that is appealing to young, emerging collectors, you might want to explore this social network further. Test some of its unique features that other networks do not offer, such as hangouts and circles. These features are an excellent forum to establish authority for a niche in the art world. If SEO is an important part of your marketing strategy, Google+ is a must for your business.
To be successful, your content should be truly interesting, optimized and engaging. Make your content original. Google+ is not the place to post exactly the same content you put on other networks, instead tweak it to be fresh with a different keyword rich header, photo and summary. As Google continues to develop Google+, there may be new features and benefits that could be a real asset to your gallery. Start experimenting and see what it can do for your art gallery business.