Lash Luscious

How Lash Luscious used Go Digital to catch the eye of new customers in Norfolk and Suffolk

Retail businesses used to struggle to attract new customers when they didn't have a prominent high street shopfront. The internet changed that and now entrepreneurs like Cassie Ayms, who runs Lash Luscious in Diss, can build their audience through digital marketing.

Getting a Go Digital adviser

Go Digital adviser Rosie Blamey showed Cassie how to extend her reach, starting with using the right key words and understanding Google search data.

"I knew how social media worked and had even built my own website," says Cassie, "but Rosie helped me understand so much more. For instance, she explained Search Engine Optimisation (SEO) and how using the right words for blog posts and website pages can help people find you by searching online.

"She then taught me about Google Analytics and Ad-Words, and the search criteria that Google uses for ranking sites."

Cassie was particularly impressed with Rosie's understanding of her business needs.

"She had clearly taken time to research the Lash Luscious website and social media accounts before our first meeting. We then had detailed discussions before she produced her audit and action plan, which were full of useful information. She was very understanding and, considering this was free advice, went beyond what I expected her to do."

Seeing success

Rosie's advice about Google Analytics was a particular eye opener for Cassie.

"I wasn't aware that so many people were visiting my website until I saw those analytics. That data has given me a better understanding of my clients and the beauty advice and services they want. I'm now using that information to make the content richer and deeper, while adding key words to help people in Norfolk and Suffolk find us more easily."

Those changes are also helping to make the business more efficient.

"People can now find useful information when they want it, even when we are closed," explains Cassie. "As a result, we handle fewer phone calls, which is good when we are busy, without losing the customers.

"The future is digital even for a personal service business like ours. We are not on the main high street in Diss but our website is, in many ways, more effective at building our brand. My next project is an e-commerce site, and Rosie's audit and action plan will help me brief potential suppliers for that too."