(for previous installments, try the tWtG category)
As the position on search engines improved, the site's popularity gradually grew. But Kate knew that search engine position wasn't the only way of drawing in customers. Some customers would be interested in connecting with the shop via social media channels, or receiving a newsletter which would give them discounts from time to time. So it was time to look at some of these methods.
First of all, Hugh showed Kate a chart of some of the common methods of online communication with customers.
"You've got to take into consideration what suits your customer base too" said Hugh. "Facebook is a consumer oriented medium, and your customers are consumers, so putting up a facebook page and getting "liked" is important. Once you're on people's facebook streams, it would be crucial to maintain a slow but steady stream of special offers and customer feedback. But for the non-facebook users, those offers should probably be repeated in a monthly email newsletter."
Kate agreed, and was also quite interested in setting up Google+, twitter, and pinterest accounts, but realised that she did not have time for everything.
"We've talked about return on investment with the Google ads." she asked; "How does it work here?"
"Although we're working with a digital medium, it's sometimes a bit more like traditional advertising when you work facebook," said Hugh, "but you can measure clicks and buys from social media and emails. So it's really important to do that, and that will give you a very good feel for how much all this work is worth."