social media how to

Have you created a niche for yourself on Google+?

Are you ready to engage with other leaders in your space?

Part of building a strong community of people around you on Google+ is forming alliances with other leaders whose work is similar to but not the same as yours.

In this article youโ€™ll discover how to develop alliances with community leaders on Google+.

Why Build Alliances on Google+?

Google+ isn’t yet as crowded as other social media platforms, and that means it’s easier for you to establish yourself as the authority in your niche. It’s your authority status that makes you valuable to other community leaders you want as allies.

building alliances on google+

Find out how you can build alliances on Google+.

Listen to this article:

As your relationship with a leader deepens into an alliance, your name will stay top of mind when people ask questions that relate to your area of expertise. You’ll be the one they recommend!

Ready to get started? Here’s how to build alliances on Google+.

#1: Share People’s Posts

First you need to recognize the difference between tribe members (your core community of followers) and community leaders. While tribe members participate in the conversations you host, community leaders host their own conversations within Google+ as well as on Twitter, Facebook and other social platforms.

Just as on other social media platforms, one of the best ways to get on another community leader’s radar is to share their posts on your profile. The difference with sharing on Google+ is that people may not be feeling as much love as they do elsewhere.

sharing a post on google+

Sharing a potential ally’s posts on your profile will get you on their radar. It’s the first step to building a relationship with another person or business.

Share your potential ally’s posts consistently without going overboard and you’ll really stand out from the rest of their tribe. They’ll take notice and see the value in forming an alliance with you.

#2: Narrow Your Prospectsย 

As you share other people’s content, you’ll start to recognize leaders you can have the most natural and reciprocal relationship with. These prospects are likely to be others in your industry whose work complements your niche.

For example, my focus is on G+ community building that delivers search results and Ronnie is focused on Google Hangouts. We’ve sat nicely alongside each other for two years now.

ronnie bincer on google+

Network with people who naturally complement your niche.

After you identify the leaders you want to ally yourself with, you can either let things develop naturally or have a frank conversation to discuss how you can assist each other in community growth.

#3: Make Collaboration Easy

There’s a lot to be gained by associating your name with the person you’re seeking as an ally. With one or two simple acts of recognition they can confirm you as an expert or the authority in your field.

To help that association along, it’s a good idea to find, create or participate in projects that interest your (potential) allies.

Take it upon yourself to gather the writers, designers, programmers or anything else the project needs. If you’re willing to do most of the donkey work (as we say in the UK), your potential ally is more likely to get involved.

The more you collaborate, the more you highlight your ability to work in concert with and for an ally. Here are four ways to make collaborating with you attractive to a leader you’d like to have as an ally.

1. Run Campaigns

If your prospect is actively promoting something, offer to run a Google+ campaign for them! In essence you’ll work for them for free, bringing your community together around their book, product or event in an engaging fashion.

promoting chris brogan on google+

Run a campaign to promote your ally.

2. Connect Your Connections

If you know your prospective ally wants to meet someone you know, invite both of them to participate in an interview. Google Hangouts are perfect for this.

3. Train Their Staff

If you have expertise an ally would love to know more about, embed your knowledge and create fans with their organization by training their staff for free.

Be transparent about why you’re offering the training and when the time is right, not only will you have an ally but new evangelists to support you.

4. Test New Toolsย 

If your potential ally is developing a new tool or product that relates to your niche, join their beta testing group on Google+.

beta testing communities on google+

Search for beta testing groups on Google+.

Offer thoughtful feedback to help them improve their product, and you’ll build an alliance at the same time.

#4: A Few Words on What Not to Do

Forming an alliance is all about finding ways to support your potential ally so they can see the value you bring to the developing relationship. Not the other way around.

Trust me, I’ve learned my lesson on this one.

asking for shares

Don’t plead for others to share your material. Let them come to that conclusion on their own.

Avoid asking potential allies to share your stuff during the relationship development process. Even after you’ve cemented your alliance, don’t go to the well for something that isn’t absolutely pivotal.


There’s a great opportunity to build solid strategic relationships using Google+. Use the tips above to get started.

As you seek alliances, remember to go with the flow and develop each relationship on your potential ally’s schedule, not yours. Make it a point to be genuine and transparent about your motives; if people sense you’re not to be trusted in a deal, they’ll most likely stay away and word will spread.

Once you form a few successful alliances you’ll start looking like an attractive ally to others. At that point you’ll be in a strong position to look at guest blogging, speaking at events and more.

What do you think? Are you active on Google+? Have you found creative ways to support potential allies? What actions do you find most effective for building alliances? We’d love to hear what works for you in the comments.

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  • Love this, +Martin Shervington. …Please, please, please share my stuff, Lol… Yes, glad you could learn a lesson and pass that one down to any potentials. Let’s hope everyone listens without having to spam our streams with that one. =D

  • MartinSherv

    Thank you Kristin! Still learning ๐Ÿ˜‰

  • These are great tips, as usual +Marvin Shervington. Thank you. I am fairly new and still learning so much from you.

  • Great article! I love G+ for this, you can very easily start to make sincere connections with people without seeming too push! Thanks for the read!

  • Just reading the headline my thought was this has to authored by Martin Shervington. Nicely done Martin – and honest too. Who hasn’t overextended their reach a bit with social media? Thanks for the reminder. ๐Ÿ™‚

  • Thanks martin it’s useful tips .. G+ community building also a great way to strengthen our Blog by Visiting and commenting each other .. i think this unique way in link building

  • Damon Dietzmann

    Interesting read. I will be devoting more time to Google+ It seems much more intellectual than all other current social media

  • Owen Hemsath

    Really like the honesty in what not to do.

  • George Austin

    Martin, good stuff! It seems we have to learn the basics over and over again…the same things we should strive for when reaching out to customers. In this “Me, Me, Me” world no one gives a flip about you until you demonstrate you care about them first. Dare I quote Jesus? He said to love your neighbor as yourself. By doing that we not only make the world a better place, but we also build those relationships which move us closer to our goals.

  • @jeffkorhan:disqus, I thought the same thing. @MartinSherv:disqus is an extremely valuable resource for G+.

  • Great post on Google+ @MartinSherv:disqus. #4 is very important. Glad you brought that up!

  • michaeldamico

    Great tips on how to use Google + that I am going to try.

  • Steve Luera

    I started using #Plus a few days ago. The potential to network is multiplied with a platform that has bested #Facebook with its intuitive user functions. The tools to generate large, consistent quantities of views are presented to the user from the start. Social media networking is big business, and #google has raised the bar for online marketing.

  • Hi Martin,

    That’s an amazing post. Indeed Google+ has many benefits for bloggers if they use it wisely. These tactics would be helpful for every Google+ user or blogger as well.

    Thanks for sharing Martin ๐Ÿ™‚

  • Very good article. I think Google + is great!

  • Great post @MartinSherv:disqus, as usual! Building alliances on Google+ is extremely powerful and this post explains it in an excellent way.

  • MartinSherv

    Excellent! ๐Ÿ˜€

  • MartinSherv

    You are very welcome Sarah ๐Ÿ™‚

  • MartinSherv

    Thank you Jeff and Christian too!
    We are all still learning, in a new, emerging set of social spaces.

  • MartinSherv

    Personally I rarely think in terms of link building, but is may happen as a natural consequence of a developing relationship e.g. guest blogging.
    Hope you have an excellent week ahead.

  • MartinSherv

    Do it!

  • MartinSherv

    Hey Owen, the people I’ve tagged in that post (for comedic affect) have probably all been asked at some point too ๐Ÿ˜›

  • MartinSherv

    Yep! We’ve all been there ๐Ÿ˜€

  • MartinSherv

    Hey George, and the more I see what Social Media Examiner do, the more I learn about supporting the community at large. Thank you for your comment.

  • MartinSherv

    See you there!

  • MartinSherv

    Absolutely! There is so much potential. Pop by and say hi ๐Ÿ™‚

  • MartinSherv

    Glad to be of service sir!

  • MartinSherv

    Thank you. I think it is great too!

  • MartinSherv

    Hey Daniel, it is a natural step to reach beyond the confines of one’s own tribe, and it took almost 2 years before I really started to do so. And thank you for the kind words sir ๐Ÿ™‚

  • Analisa Fitriasari

    Thank you for a great post. It’s useful ๐Ÿ™‚

  • Great info Martin. I guess the difference between a true leader and wanna be is True leaders comment, G+/like and share other peoples content without expecting something in return, Where the wanna bes’ are all about themselves.
    I’m not as active on Google+ as I should be but having read this and chatting with a friend of mine (+Sandra Lemming) I can see the importance and benefits of it

  • Kathleen McKay

    Thanks Robbie and Sandra!! I wouldn’t have read this if it wasn’t for you both xx

  • Kathleen McKay

    Thanks Martin, very informative! Much appreciated.

  • You’re welcome Kathleen

  • Helen Gibson

    Awesome stuff Martin and thanks for sharing Robbie and Sandra. You guys are awesome!

  • Thank you Martin for highlighting the great benefits of being on Google+

  • Godson Joshua

    Helen…Nice to meet you online with on our online DISQUS. surprisingly, I contact you. You look peaceful and friendly too … You are most welcome…Thank you for your conduct…. (

  • Viktor-Alfredo

    Thanks for yout research ๐Ÿ™‚ for me g+ is smth new, cause I’m from FB generation, but as more results google give, more understand that maybe need to change social space ๐Ÿ™‚

  • Tara Woodruff

    Powerful! Thank you Mark!! As Always Top Notch!

  • amanda Kons

    i have been on my matrimonial home for four good years and on the fifth years of my marriage, a neighboring woman had a spell to take my lover away from me. My husband left me and the kids,we suffered for 2years until i met Therapist isaac of the