Google is coming to Cumbria this month to share its digital expertise with local businesses.

Hosted by in-Cumbria in association with CN Events and Digital Cumbria, the Google Garage aims to encourage businesses to grow their digital side.

Taking place at the Carlisle Racecourse on July 14, the event will also include talks from local businesses, including Sally Fielding from Sally’s Cottages.

Book your place here

Carlisle-based coffee sellers Bruce and Luke’s - which has been at the forefront of a local social media movement - is also scheduled to do a talk at the event.

We caught up with Luke Jackson ahead of time to find out more about how the pair have been utilising social media.

Why did you start using social media to promote your business?

I started watching webinars about advertising, and a few of the speakers said how important it is to put everything on Facebook.

People get really hung up on the number of likes they get, but it’s actually comments that are the most important thing. That’s how Facebook decides whether something is interesting or not, because it’s not about likes, it’s about engagement.

By having your customers connect and engage with you on Facebook, it means you can learn a lot more about them, so it’s easier to market to them.

Social media wise, what’s the most important tool you use for promotion?

For me, Facebook messenger is the best tool going - but it takes some thinking because it can easily become cold calling.

Every week I take a look at the profiles’ of people who’ve liked our page, and I send them a message from my personal profile to introduce myself, and thank them for signing up. I might send them an offer or even just ask them a question like ‘how do you brew your coffee?’.

It takes a lot of time to do but it has a great return rate. Treating people as individuals creates sales.

Where do you see Bruce and Luke’s digital development heading?

I think in the next ten years the platforms we’ll all still be using are Facebook, Youtube and maybe Snapchat.

With Facebook Live people like the ease and honesty of it, and I think people let you off more, they know it’s live so their expectations are lower.

With Youtube there’s a higher standard that’s been set because so many people are making such high quality content. It’s something I’m planning to do more with soon. You might get less views than on Facebook Live, but the viewers you do get are really engaged.

The thing with digital platforms is if you’re not a user yourself, you will never understand how other people are using it, so it’s hard to market on it.

I never actively sell on facebook because I know I would never click on that.

What would you like to see in Carlisle in terms of digital development?

I think there’s a great digital scene in Carlisle. I know web developers and app developers, and in terms of connectivity things seem to be at the right level. But people need to embrace it more.

The high street still accounts for 75 per cent of all sales in the UK, but there’s loads the high street needs to learn about how to use analytics better to find out things like footfall, where customers are coming from, buying preferences…

I think people underestimate Facebook as a tool of attention. I know it’s huge, but people don’t think of it for marketing the way they do about TV.

I work in a cafe, and see people on their phones all the time. It’s become the first screen and there’s a lot that can be done with it. It has a lot of value for businesses.

To book your place, click here