As a B2B marketing professional, you want to keep abreast of any changes in the industry that have the potential to improve your advertising and promotional efforts. In today's digital era, improvements to outreach will likely focus around the integration of social media services, and it's important you don't dismiss Google+.
In April 2012, the social media platform reached 100 million active users, which positions it up there with the prime players in the industry. Throughout the year, Google has incrementally unveiled new features on the service, and the company's search integration options have also turned heads.
Most recently, Google announced its plans to roll out a new experiment to show a "Share" link in Google search results instead of the infamous +1 button. This encourages users to share content found on the web to their circles in Google+. Additionally, users aren't required to navigate away from the SERP, but instead can post to their profile directly from the page and include a personal comment.
This feature improves the user experience, but it can also help brands improve their social presences by easily posting informative links to their professional pages, thus adding a new element to their online marketing efforts.