We’ve written about several social media platforms that we think are very helpful for online marketing plans for personal injury law firms. However, one platform we have not discussed is Google+. The reason is that Google+ never took off like other social media platforms (like Facebook, Twitter, Instagram, LinkedIn), and its value has been uncertain.
After seeing how Google+ would settle in over the years, we concluded that it definitely has value for personal injury attorneys after all, despite not being the most frequently visited.
According to an American Consumer Satisfaction Index survey of 180,000 consumers, Google+ scored a very high satisfaction rating of 81 out of 100, as opposed to Facebook’s score of 68 out 100. So what does this really mean in the way of marketing effectiveness?
Is Google+ a worthy social media platform?
In determining whether Google+ is worth your time, effort and money, we weighed several factors.
Marketers know that Google+ has a substantially smaller market share than do most other social media platforms, but the numbers can confuse. Google+ profiles are created automatically, as soon as you open a Gmail account. It currently has over 2.2 billion profiles; however, only 4-6 million of them represent active users. Facebook, by comparison, has 1 billion active users.
The question posed is whether those 81 out of 100 people giving Google+ such a high satisfaction rating is motivation enough to seek out that market. We think there may be some real advantages that a lot of businesses are overlooking.
There are a lot of benefits working with a smaller market. It can be developed more thoughtfully and be more dedicated to finding its niche and target audience through planned direction. By doing this, which apparently Google+ has been successful with, the user experience rating is very high (see above satisfaction rating).
In addition, the smaller size of Google+ permits its users to take advantage of certain business and marketing tools, which other social media platforms don’t really offer.
- Search Engine Optimization (SEO): Every single post on Google+ has a unique URL, meaning that it can appear in Google search results. Google is by far the most popular search engine in the world where everyone wants to rank high in organic searches. By having a Google+ account, posting your service on Google is a great way to improve your search ranking.
Google shows preference to its own social network regarding SEO, so if you post on Google+, you have a better chance of showing up in their search results than on other search engines or social media sites. It’s actually a great way to bring attention to your personal injury law firm.
- Location, location, location: Google is big on local interest. They want their users to find what they need close by. Showing up in your local Google search results is the “Local Carousel.” It displays reviews, descriptions and images of local businesses that match what you are searching for. Those that have a Google+ page receive favored status over those from other sites. When you share your content on Google+, you may really boost your page views.
- Building a following: Google is a totally interest-driven search engine. They will do anything to improve their users’ experiences. One way they help their users connect with businesses in which they have an interest is through their “Communities” feature. Each community has one or multiple owners and moderators and anyone can join in and post. Statistics show that 1.2 million new communities are created every day. This is a fantastic way to build a following and attract people to your personal injury law firm.
We believe that Google+ should be a part of your personal injury marketing strategy. You may be trying to capture the attention of a smaller number of potential clients, but the capture attempt is much more focused than many social media platforms.
We suggest you don’t overlook it as part of your marketing plan. If you agree with us, or you want to discuss it further, just give us a call at Group Matrix. We can help you create a Google+ page, create posts for your business and help build your following for potential lead generation.
Group Matrix Blog – June 20, 2018 – by Sharon Bowles
