The agency’s community marketing manager Natalie Buck and head of marketing Sophie Tunnah spoke to attendees on Saturday (26 March) during a session entitled: "You don’t need to spend a lot to get a lot". 

One cost-effective tool highlighted by the pair was Google My Business – a local listing platform offered by the search engine which Buck described as "the modern Yellow Pages".

"Take charge of first impressions by claiming, personalising and managing your Google profile," Buck continued.

"Maximise how much you appear in local search results and ensure the information is accurate and engaging. The way people are searching is changing, and people want access to information instantly, so you need to be present.

"[Google] is often the first thing customers notice when searching your business so make sure you make a positive first impression."

According to Buck, customers are nearly three times more likely to consider an agency reputable if they find a "complete business profile" on Google – which includes a verified location, opening hours, photos, evidence of engagement with customers and contact details.

"If you don’t claim your business on Google, Google will often try to find the information for itself online and quite often it is incorrect," she added.

"Claim your profile, verify you’re the owner of the business, implement the correct information and ultimately take control."

A Hays Travel branch was said to have appeared in more than 8,500 searches over the last month, made up of people searching for the exact business and those looking for a travel agent near them. This led to 420 new enquiries.

Buck also emphasised the importance of a strong social media presence, describing it as a "key tool" that can help businesses implement "a range of key objectives".

"It is a fantastic tool to educate your audiences on products and services they may not be aware of in a very cost-effective way," she added.

Tunnah further highlighted the importance of free online marketing training modules, such as Google’s fundamentals of digital marketing scheme and Facebook Blueprint, a collection of more than 90 modules on how to utilise the social media platform effectively.