Yellow Pages Group brought its free online marketing Seminar Series to Halifax last week, drawing a large crowd of small and medium-sized business operators and employees to the historic Pier 21 building overlooking the Halifax Harbour.
For a series designed to help smaller businesses maximize benefits from digital marketing and compete with larger firms, it was an appropriate setting. Attendees were all small and medium business (SMB) owners or managers in the greater Halifax region, who strive to grow and increase market share in a local economic context that has its challenges. This free online marketing seminar not only helped them better understand digital marketing, but it also gave them practical tools to start harnessing online marketing and grow their business immediately, despite a sluggish local economic environment characterized among other things by lower consumer spending.
“We’re trying to understand how to target better, from a web perspective, and I have an interest in finding out here what the search engine trends are,” Greg Tees, an advertiser who markets premium fiberglass windows, told our staff prior to the seminar.
George Hanna, a business counselor for Immigration Settlement and Integration Services (ISIS), was also looking to stay ahead of the digital curve. “The online market is booming in the last two years and you have to catch up sometimes,” he told our staff.
It was hardly surprising, then, to see a diverse mix of attendees at the Halifax seminar, where Tracy Smith, Vice President of Performance Marketing & Go-To-Market at Yellow Pages Group, delivered a detailed overview of important trends in search, mobile and social media marketing, as well as group buying. He was followed by Bill Barnes, VP of Business Development at Mediative, a Yellow Pages Group Company. Bill delved deep into the topic of search engine optimization (SEO) and search engine marketing (SEM), explaining techniques that small and medium-sized businesses can use to their advantage.
Among Smith’s tips were frequent updates of website content and a careful approach to group buying programs, while Barnes stressed relevant keywords and an understanding of the psychology behind consumer searches.
The audience, which represented a variety of organizations, from small technical companies to not-for-profit groups, got an informative boost from both presentations.
“I found it helpful. Some of the social media (Smith) was talking about, I haven’t taken advantage of that, but I am aware of how that’s a growing trend,” Craig Day, of the printing company Atlantic Digital Reproductions, told our staff. “There were a few additions that he mentioned for search that we’ll be noting when we update our website.
For Annemieke Vink of Kachina Health Associates, the presentations were a chance to get an online marketing primer. “It is a new world of technology that my generation comes to behind, so this was a way to get a global perspective on how these changes have impacted marketing and business development,” she told our staff.
Tamuno Cookey, a realtor for Royal Lepage, was excited to implement some of the tips offered by Smith and Barnes. “I just went through the process of starting a website and I’m trying to figure out how to implement different social media aspects into that website. This really helped out.”
We look forward to helping out more small and medium-sized businesses when the Yellow Pages Group online marketing Seminar Series continues to other Canadian cities.. In addition to the presentations, participants at these free events can also chat with our expert speakers.
To see the full Seminar Series schedule, please go to http://360.yellowpages.ca/en/events-seminars. We look forward to meeting you!