What Assets Do You Have To Divert Attention?

Google.com is clearly one of the most powerful pages on the web. The might of this page is undeniable, with previous reports estimating around 38 million visitors per day (sorry I wasn’t able to find a more recent stat).

Regardless of the number, Google is using one of their most valuable assets to draw attention to their exciting new social play Google+. Why? Because they can. And they should.

The fact that Google is the start page for so many aside, the point is this is an asset to funnel community and they aren’t afraid to use it as such. It is another example of how Google is fully embracing social. This, in addition to compensation tied to social and hiring of top talent shows in black and white this is not a skunkworks project for their company. But that’s been clear for awhile.

What I want to point out today is what Google is doing that a lot of brands seem to miss:

Google is pulling levers on powerful owned marketing assets – and so can you

Having a high-trafficked page where you’re able to focus attention somewhere new to drive conversions is hardly unique to Google. And while many web start-ups and Silicon Valley entrepreneurs get this, so many brands ignore it.

Many seem to be disregarding their owned assets (like their website and blog) in favor of the stream. Yet when it comes time you need to divert organic attention somewhere new, those who do this find they have no ability to consistently send traffic anywhere. You don’t own templates in the stream, and you’ll piss people off if you flood them with updates. And even if you do achieve viral growth of a social media outpost, realize they’re overvalued. Especially without tagging back to a home base.

Yes, I know the reality is you might not be able to build a powerful and useful app like Google, but you can easily focus opt in at the source with content. This creates a megaphone for your brand on the web: both to break into real-time but also to provide sustainable returns outside of real-time. Don’t ignore the power of templates, calls to action and creating high-trafficked assets that are independently owned. And yes, many brands do play with calls to action on their homepage, but a majority don’t create legitimate reasons anyone would actually want to go there in the first place (let alone return).

Funny enough, in a real-time web money pages (pages that get extremely high amounts of traffic) become even more valuable as they keep being discovered in search and re-shared in the stream. And designed right, they convert too.

What assets do you have to funnel community or conversions of some sort? If none, it’s time to start creating them.

And now that Google+ is open to everyone: if you want to add me to your circles, you can do that here.