As many of you know, Google Plus is the new, much-talked-about social networking site created by Google that saw unprecedented growth after it’s invitation-only launch on June 28, 2011. The following are 3 lessons small businesses can learn from the marketing of their site.
1. Scarcity
In a time where most of us would say we are overwhelmed as it is with time spent on social networking sites, Google Plus was able to create desire and convert that desire into 10 million users in just 13 days after their invite-only launch. When there is an abundance of something, in this case, social networking sites, guess who’s in the drivers seat? The person who has the choice. One way of converting a discriminating customer into one who will desire your products and services is to make access to you scarce.
- What would happen if you released only a limited number of tickets to your event?
- What would happen if you made your event invitation-only?
- What if you made tickets available for sale for a limited time?
- We’re desired
- If you want to come, you’d better act now
- If you want to come in the future, act immediately (don’t wait)
2. Marketing to influencers first, everyone else second
In combination with their invitation-only strategy was the decision to provide those invites to key influencers first. The concept is that when social influencers notify their network that they are trying something new, that only they can access, it amplifies desire within their communities as well as buzz. Invite influencers first and the rest will follow.
3. Differentiation with Meaning
Google Plus offers some key differences from other social networking sites. Differences that solve problems for many social media users. For instance, one key feature is Circles – the ability to organize your connections into groups and to share content with select groups and not everyone in your social graph. It was not only different, but was meaningful. Had they simply been another me-too site, it’s likely that the influencers in the first wave of invitations would have been highly critical and negative, burning any chance of Google Plus growing their footprint.
Scarcity and social influence marketing on their own can be disastrous without differentiation and meaning. Influencers are savvy and have built their social influence by building trust within their communities. Businesses need to earn the right to be advocated.
The takeaway
Google Plus’ strategy is not right for every business, but they do offer some great nuggets that every small business can take note of. Have you tried any tactics that have worked for your event business?
Photo via Róséttá