Effective digital communication with customers can create an army of ambassadors, according to a family businessman.

Matt Carr is a director of 80-year-old Bolton-based Carrs Pasties, which he runs with brothers Liam and Joseph and employs 82 people.

Matt – who will speak at our free ‘Digital Bolton: a hidden gem’ breakfast event on Wednesday 17th May, which you can sign up for here – says that in order to keep their message and stay close to their customers, excellent customer service must be accompanied by digital marketing.

“We are a Bolton SME using the opportunities created by the digital revolution to embed new processes and market our company in a very effective way,” he told BusinessCloud.

“We are also using it to keep up great communication with our existing customers – and have been very happy to discover that we have a growing group of customers who act as our ambassadors.”

Carrs Pasties have invested in web development and generated a strong social media presence by employing a full-time digital marketing manager.

Close to 100 per cent of the manufacturer's B2B leads are now generated by digital marketing – eliminating the need for a traditional sales role – but working with digital agency Bring was crucial to the shift in focus.

“Digital agencies can act as mentors and support for digital apprentices once in post,” he said.

Changes to the apprenticeship funding system announced in the Budget means Carrs Pasties can now explore that avenue.

“There seems to be more useful support for us to engage with apprenticeships now – we intend to take some on in the near future,” he added.

BusinessCloud has teamed up with the University Of Bolton, Bolton Council, Greater Manchester Chamber of Commerce, Business Growth Hub and a number of leading businesses across the borough to find out how they’ve embraced the digital revolution.

We’ll also be hearing from a panel of experts about the skills gap and the role that apprentices can play at the breakfast event.