News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Can You Run a B2B Marketing Campaign Without Google?
Sharmin Kent / Business 2 Community / September 2, 2013
Google doesn’t just enable our industry—it defines it. Our tactics and strategies are shaped and guided by Google’s algorithm changes. And we rely on Google’s leadership—like Webspam head Matt Cutts—to show us the best ways to drive traffic to our sites without running afoul of the search engine’s rules.
In a relatively short amount of time Google has overtaken other search engines, and other forms of advertising, to dominate the mainstream marketing landscape. Online marketing still proves to be a challenge for B2B companies, particularly those looking to implement an inbound or earned media strategy. But what if Google weren’t a hurdle for B2B businesses to clear? How could a B2B brand make a name for itself if Google weren’t an integral part of a successful marketing strategy? Looking inward The good news is that the basics of marketing haven’t changed: a business that offers the best products and services, and reaches out to its audience in an inviting and engaging way, will gain and keep customers. Of course, Google will likely be a building block of any online marketing campaign. But you can create a winning marketing strategy that isn’t Google-dependent, as long as you make it easy for customers to find and engage with you.