Tips to Boost your Organic Digital Marketing: TikTok

Two phones on a white bed showing both the TikTok logo and it's profile page. It is marketing the app.

Looking for a new area to branch out in digital marketing? TikTok is currently the Number 1 social media app on the planet. Boasting a whopping 1.4 billion users worldwide, it is currently expected to read 1.8 billion by the end of 2022. Originally launched as a simple short form video app, it gained $4.6 billion in revenue in 2021. That’s a 142% increase year-on-year. With all this growth it’s no wonder that TikTok is currently the place to be for digital marketing.

But how exactly can this app and its massive user base be best utilised organically? Is it guaranteed that your brand will “blow up” on TikTok? There’s no plan for virality unfortunately, but let’s take a look at some tips to get your TikTok marketing strategy up and running.

1. Create your TikTok channel and make some content

Where better to start that getting yourself on the platform itself. Setting up a channel is as easy as with any other social media platform, and you can begin creating content right away. Kit out your profile with a branded profile photo and some biography information. If users click through to your profile, they want to know who you are at a single glance, so make it easy for them.

Content can be created easily, quickly, and with basically no budget – very accessible for start-ups or newer brands. Now all you’ve got to do is make some videos! Start by finding a trending sound, a TikTok “challenge,” or a viral hashtag to get your content out there. Take advantage of the apps in-built editing equipment to make your video look as good as it can be. Don’t forget an engaging caption and some more hashtags will really help to boost that video.

TikTok favours authentic, relatable, organic content, so posting flashy brand videos here won’t do any favours. Set some realistic posting goals to begin with as well. 2-3 videos a week should be great to start with. Keep tabs on what content does well out of those posted in that week and perhaps build on those specific topics. Make sure to create content to truly resonate with your target audience and encourage engagement. Remember, younger people especially want to feel like they’re speaking to a person rather than a brand.

2. Marketing yourself to your audience

Speaking of engagement, zoning in on a target audience for your content can be incredibly beneficial in the long run. While it’s important not to pigeonhole yourself too early on, a key audience will eventually evolve, and you’ll find it much easier to market directly toward them. This is where a bit of prior research could really help – what kind of content are your target audience after? Do they enjoy silly lip synchs? Transition videos? Spending some time on the app and getting to know the persona of your audience can help your content grow much faster.

Pro-Tip: Utilise the video comment function. If a supporter asks a question in your comments, reply with a bespoke video filmed just for them. It’s a very personable approach that may end up creating a loyal follower to your brand but will also show new users how engaged you are with your audience. This is a very useful tool to connect with both warm and cold audiences and encourage people to interact with your comment section more. Just remember than even in video format, adhering to customer service best practices is key!

TikTok is also a great place to be to attract younger audience. This is something that could currently prove to be difficult on other social media platforms. According to its demographics, 25% of its users (the largest percentage) are between 10-19. Whilst insights say this age bracket is the least likely to participate in brand loyalty, it does state that this demographic is likely to be more loyal to any brands they do choose to follow. Definitely something to consider when deciding where to target your content.

While it may seem daunting potentially marketing to such a young age bracket, this is also a demographic that responds the best to TikTok’s primary method of marketing – influencers.

3. Utilising influencer marketing on TikTok

Influencer online states that 91% of 16-24 year olds credited influencer advertisements on social media as their reason for purchasing a product. This is a huge number of conversions on such a core market. If you’re looking to organically grow your brand on TikTok then you NEED to be looking into influencers as soon as possible.

Collaborating with an influencer is essentially collaborating with a TikTok expert. As someone who uses the app daily, or as a full-time profession, they will know the best way to market your brand. Promoting your brand to a large, highly engaged following will see that your marketing is taken care of. This will also help to promote brand advocacy and loyalty to their mass of followers; hearing from someone they trust that this brand is good will ultimately lead them right to you.

TikTok has established its own Creator Marketplace that helps to link up brands and creators. Some smaller creators may do some marketing for free or in exchange of products but expect to have some budget ready for this stage. Influencing is its own career now! Again, make sure to do some research beforehand and see which influencers best suit the tone and goals of your brand – having a fashion influencer promoting tech isn’t exactly going to work out well. It’s all about what fits the best.

Some brands even get lucky and have influencers advocating for them before they’ve even reached out. While this is some great free marketing, don’t bank on it. Do your research, reach out to relevant users, and engage their audience – you can’t plan for virality!


In essence, if your brand isn’t on TikTok right now, then get it on there ASAP. This fast-growing app is seeing more growth in its first year than Instagram did in its first seven. It’s important that all marketers know how to jump-on and utilise this new tech whilst it’s still on the up. This is also the perfect place to perfect organic content and original, creative ideas. Go wild, have fun – there’s no telling how much good can come of it!

Looking for more help with social media? Check out the relevant articles below:

Level 2 Land-Based Service Engineer Apprenticeship

Male engineer in hard hat pointing

Are you one for getting your hands dirty whilst learning new skills? An apprenticeship as a Land-Based Service Engineer could be right for you. This could be your ideal entryway into a brand new career, or simply stepping up your current role to the next level. Whatever your approach, read on to find out more about this unique and exciting opportunity.

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Role description and entry requirements for engineers

Prior to diving in head first into a (potentially) new career, you should know what is required.

Land-Based Service Engineers will work of their own initiative on an employers premise under supervision of a senior technician. This one role contains a wide variety of tasks, including: preparation of new & second-hand equipment for sale, performing routine service and maintenance on said equipment, and conducting operation and systems testing. In reality, LBSE’s will be required to perform a wide range of duties. It’s a strict environment with the opportunity to develop useful knowledge, as well as learn the disciplines of safe working practice.

This may sound pretty heavy hitting right now, but this is a fantastic path to explore. Especially if you love the outdoors! Now let’s talk entry requirements. These are set by the employers but will typically include English and Maths GCSEs at a C/4 or equivalent. It is preferred that potential candidates also have a basic understanding of ICT, but this isn’t strictly necessary to begin with. Don’t panic if you haven’t got recent English and Maths certificates, however. There will be a chance to complete these before the end point assessment of the apprenticeship.

Occupational behaviours and knowledge of an engineer

As well as the entry requirements it’s vital that Land-Based Service Engineer apprentices adhere to a certain set of behaviours. This is to ensure success both in their role and in the overall company.

These behaviours include being:

  • Safety orientated – disciplined, responsible, risk-adverse.
  • Quality focused – logical, good listener, seeks opportunities to improve.
  • A strong communicator – open, honest, respectful.
  • A team player – considerate, pro-active, interactive with others.
  • Open to learn – reflective, adaptable, attentive.

These behaviours should be demonstrated in the day-to-day work environment. It is vital to adhere to them, not only for personal development, but also for safety reasons.

By the end of the apprenticeship, you will also have a decent bank of knowledge under your belt. It’s important that our apprentices understand how to operate within this working environment as well as how to do the job itself. This is to ensure the safety of workers, both during their apprenticeship and after.

This is a unique aspect of practical apprenticeships such as this one.

Knowledge requirements include:

  • How to comply with Health & Safety at Work Act.
  • How to comply with Manual Handling regulations and the abrasive wheel regulations.
  • Learning workplace procedures, such as the chain of command and company staff handbook.
  • How to record information.
  • Workshop best practices, such as tool identification and storage.
  • Knowing the methods of thermally and chemically joining metals and components.
  • Learning the operating principles of certain machinery.
  • Interpreting and accessing technical data relating to machinery and equipment.
  • Handing over machinery, plant and equipment to the control of another.
  • A good grasp on emergency first aid.

Again, it sounds like a lot to begin with! But it certainly will be worth it by the time you reach your end point assessment.

Two farm vehicles collect crops in the middle of a field.

What you will learn as a Land-Based Service Engineer

Speaking of end point assessment, by the time you get there you will have a wealth of knowledge at your disposal. All things you will be able to take with you into the wider working world. Below are a list of the key things you will learn on this apprenticeship:

  • Select and apply appropriate tools and equipment.
  • Demonstrate dexterity, resourcefulness, and a professional approach.
  • Maintain and conduct basic repairs and maintenance activities under supervision.
  • Thermally and chemically join metals and materials.
  • Access and interpret technical data relating to service and maintenance operations.
  • Communicate well with customers and colleagues, written and oral.
  • Expressing technical information in clear concise terms whilst demonstrating customer care principles.
  • Work efficiently both under supervision, individually and as a team member.
  • Demonstrate a logical, safe and systematic approach to work practices.
  • Carry out operational tests on low technology plant, equipment and machinery.


If you’re looking for a unique, hands-on apprenticeship, then a Level 2 Land-Based Service Engineer could be just the right one for you. The skills you will learn will open up a wide range of job opportunities within the Agriculture, Forestry and Horticulture sector. Some examples of this are Agricultural Service Engineer, Forestry Equipment Service Engineer, or an Outdoor Power Equipment Service Engineer. Employers are looking towards apprenticeships to accelerate their work force, and this opportunity could be just what you need to take your first steps within such a specialist industry.

For a more in depth look at this apprenticeship, you can read the brief full brief here.

Not feeling like the right fit? Why not take a look at Apprentice Tips full range of Engineering and Manufacturing Apprenticeships here.

Level 3 Software Development Technician

Every business is software intensive
In today’s digital economy, every business is software-intensive.

Apprenticeship Summary

Software development technician refers to the design, documentation, programming, testing, and ongoing maintenance of a software deliverable. The combination of these steps is used to create a workflow pipeline, a sequence of steps that when followed produce high-quality software deliverables.

Skilled Software developers are some of the most sought-after professionals in the world, especially in this digital age. It commands huge salaries and excellent perks, and this apprenticeship opportunity will grant you the experience to mix creativity and innovation within a framework of challenging objectives and a passion for delivering the best practice in the technology industry.

One motivation that will surely push you forward to pursue a career in this industry is the salary potential. According to Glassdoor, a Software development technician in the United Kingdom can earn a minimum salary of £32,000 per year. Apart from being a technician yourself, here are the other roles that you can branch out from this qualification and the average salary in the UK, in the year 2022.  

  • Assistant programmer and automated test developer: £36,535
  • Junior application developer: £30,282
  • Junior application support analyst: £30,516
  • Junior developer: £30,067
  • Junior games developer:£32,233
  • Junior mobile app developer £34,216

Before you start: Entry criteria for the Level 3 Software development technician

You can enrol on this Apprentice programme without level 2 English and maths, with the requirement to achieve it prior to the End-Point Assessment. For those with an education, health and care plan or a legacy statement, the apprenticeship’s English and maths minimum requirement is Entry Level 3.

What you will learn on Level 3 Software development technician

In this programme, you will learn how to Write simple code for discrete software components following an appropriate logical approach to agreed standards (whether web, mobile or desktop applications) under supervision, Apply algorithms, logic and data structures in a supported context in line with work instructions, Use collaboration tools and technologies for writing technical documentation for, and adapting to, specific audiences.

Successfully apply your knowledge to the end-point assessments  

To successfully pass the end-point assessment, you will need to supply evidence of your strong organisational and administrative skills, written and verbal communication skills, as well as your problem-solving abilities. This usually applies after 18 months into the programme.

You are required to document your works into a portfolio that underpins the professional discussion, with a format and structure agreed between the employer with sufficient evidence of your applied knowledge and skills. The portfolio should contain evidence of work projects completed such as written accounts of activities that have been completed, photographic evidence and work products, work instructions, safety documentation, technical reports, drawings, company policies and procedures as appropriate to the activities.

More information

  • Learn more about the Level 3 Software development technician apprenticeship here
  • Find out more about the Level 3 Software development technician assessment plan here
  • Contact us for further inquiries.

SEO Strategies that generate traffic in 2022

We have evolved to find answers to our everyday questions within our fingertips for its convenience. It influences our searching style, either within short keyword searches or phrasal searches. To adapt to this, search engines had to continuously update their algorithm to create better search results for their users. This also means that the practice you once knew a couple of years ago is probably not as effective today.  Here are the eight industry’s latest strategies that generate traffic in 2022.

Strategies that generate traffic
We have evolved to find answers to our everyday questions at our fingertips

1. Pick a Primary and Secondary Keyword

Pick one primary keyword to represent every page on the website, and keep it relevant to the message, branding, and available products or services.  This will be followed by a series of secondary keywords to support it. To help with this, external services like Keyword Magic Tool can be used to find your primary and secondary keywords.

2. Keep the Content Original

To build a remarkable branding, produce quality content that is original, comprehensive, and timeless to show your unique standpoint and expertise and enables them to build a relationship with you. In a long run, the search engine’s algorithms will pick up on unique content over generic or duplicated content. This practice also will put you as a superior on that topic compared to other results, which will increase searches and visibility over a long period.

3. Optimize Page Title and Meta Description

During the search process, internet users are overwhelmed with endless answers and results. This is when the page title and meta description could make or break your click-through rate as they are the first thing your audience will see on the result page. To optimise this, keep the page title between 30 and 60 characters, keep the meta description under 160 characters, and include target keywords in both and unique for every page.

4. Use Concise, Descriptive URLs

A simple URL can help search engines understand your page and give you a more user-friendly appearance in the Search Engine Results Pages (SERPs). Include primary keyword, keep it shorter than 60 characters, and make it easily readable to the users

5. Generate Backlinks

an incoming hyperlink from one web page to another website, also widely known as Backlinks, is a critical ranking factor. It increases the site’s authority and improves the SEO over time. To strategize this, find out who your competitors get their backlinks from through a third-party generator. Once this is done, get listed in those industry directories, join professional industry associations, and expand your networking groups and organizations. These practices can increase trust and eventually establish credibility.

6. Improve Page Speed

A page speed correlates closely with SEO ranking. This is a result of the amount of time a user spent on your website, also known as the bounce rate. Google PageSpeed Insights is a free SEO tool that scores your desktop and mobile page speed. If the score is low, you can remove any elements on the website that are unused or could be further optimised and simplified. A common factor for a slow page speed is the images’ size and formatting that are not optimised to separate devices. For instance, the same image viewed on a phone does not have to render at the same pixels as on a desktop, and vice versa.

7. Conduct Regular Site Audits

Schedule a Site Inspection procedure into your monthly calendar to ensure that the site remains purposeful, user-friendly and updated. This will give an opportunity window to spot broken links or slow load times. This can be done by creating a ‘Checklist’ to inspect the health of each page. Get a copy of our ‘Site Audit Checklist’ file to evaluate your site’s health and ensure you don’t oversee any critical issues.

Conduct Regular Site Audits
Carry a regular website audit to spot broken elements and keep the search engine ranking high.

8. Treat Competitors as References

Your competitors are likely to have an identical set of content and audience in the market. By exploring your competitors’ websites, you can learn more about their effective content mediums and adapt the positive points to your website and improve the negatives to make it work better.


SEO is a constantly developing area that is always looking to change its ranking factors and what it determines to be “good content”. It is crucial to continue with the SEO basics and meet the minimum standards. Stay in the know with the latest practice can help you always stay ahead of the game.

Download our FREE ‘Monthly Site Audit Checklist’

If you’re not sure where to start, our ‘Site Audit Checklist’ file can help you evaluate your site’s health and ensure you don’t oversee any critical issues. Get a free copy of the ‘Monthly Site Audit Checklist’ for you to learn, experiment, and develop creativity in generating traffic to your site. The kit includes in-depth tips to produce the results you want and conquer the SERPs within the 2022 practice, and beyond.  

Engineering Operative | Level 2

What does an Engineering apprenticeship entail?

There’s an increasing demand for qualified and skilled apprentices. Engineering apprenticeships allow trainees to acquire specialist skills, whilst gaining hands on experience in the workplace. Engineering Operatives are primarily involved in engineering operations, which are essential to the manufacturing and engineering sector’s performance and enable companies to expand their businesses while training a workforce with the necessary abilities to support the industry.

Occupational role profile

An engineering operative will understand:

  • How to obtain the necessary job instructions, engineering drawings and specifications and how to interpret them
  • Relevant statutory, quality, environmental compliance procedures/systems, organisational and health and safety regulations relating to engineering operations
  • Their individual roles and responsibilities within the organisation and the flexibility required to support the achievement of company targets
  • Engineering operational practices, processes and procedures
  • Potential problems that can occur within the engineering operations and how they can be avoided

An engineering operative will be able to:

  • Work safely at all times, complying with health and safety legislation, regulations, environmental compliance procedures and systems and other relevant guidelines
  • Identify and deal appropriately with any risks, hazards, hazardous situations and problems that may occur within the engineering environment within the limits of their responsibility
  • Demonstrate effective communication skills which include oral, written, electronic
  • Complete appropriate documentation accurately, efficiently and legibly using the correct terminology where required
  • Obtain and follow the correct documentation, specifications and work instructions in accordance with time constraints and the roles and responsibilities identified for the engineering activities, extracting the necessary data/information from specification and related documentation
  • Select and use appropriate tools, equipment and materials to carry out the engineering operation
  • Deal appropriately with any problems that may occur within the manufacturing environment within the limits of their responsibility
  • Work efficiently and effectively at all times maintaining workplace organisation and minimising waste

Apprenticeship level: Standard Level 2

Jobs and entry criteria for the apprenticeship

The apprentice must work within ONE of the following job role options:

Job role: Description:
Maintenance roleThis role can cover either mechanical, electrical, electronic or fluid power work or a combination of them.
Mechanical manufacturing engineering roleThe apprentice should have knowledge of specific equipment operating parameters,
mechanical manufacturing techniques,
specific quality specifications for mechanical manufacturing operations.
Electrical and electronic engineering roleThis role covers cable types and where they should be used, electrical and electronic assembly and testing techniques, specific safe working practices and isolation procedures.
Fabrication role

This role covers specific marking out and preparation techniques, different fabrication and joining techniques, specific safe working practices and isolation procedures.
Materials, processing or finishing roleThe apprentice should have knowledge of specific machinery, equipment and tooling required for the materials, processing or finishing operation, different materials, processing or finishing techniques, specific quality specifications for materials, processing or finishing operations.
Technical support roleThe apprentice should have knowledge of specific machinery, equipment and tooling required for the technical support operation, different technical support techniques, specific safe working practices, procedures and quality requirements that need to be observed.

Details of the apprenticeship

Duration: Between 12 to 18 months

Entry requirements: Each individual employer will set the selection criteria for their Apprenticeships.

Mandatory qualifications: Apprentices without Level 1 (or equivalent) in English and maths must ensure that apprentices achieve Level 1 and take the test for Level 2 prior to taking the end-point assessment. For those with an education, health and care plan or a legacy statement the apprenticeships English and maths minimum requirement is Entry Level 3 and British Sign Language qualification are an alternative to English qualifications for whom this is their primary language.

EQA provider: Ofqual

Maximum funding: £6000

After completing this apprenticeship, there are so many opportunities to branch out into other industries.  A large majority of sectors have a demand for engineers, which means that there are opportunities for engineers to use their skillset in many different environments.

An apprenticeship in engineering manufacturing means that apprentices could go on to work in aerospace, marine maintenance or the automotive industries.

Another sector for apprentice engineers could consider is engineering construction. Where they will help to construct built environments, which may include the erection of steel structures and or assisting teams with welding.

More information:

For further details about the apprenticeship click here

Find out more about the Engineering Operative assessment plan here

If you require any further assistance please get in touch

A Beginners Guide to the Level 3 Digital Marketing Apprenticeship

Digital Marketers

Looking to or have chosen the Level 3 Digital Marketing apprenticeship? Well this article is for you. With all the basics you need to know when making the first steps towards your career.

What is Digital Marketing?

Digital marketing is the use of digital channels including online video, display ads, search engine marketing, paid social ads and social media posts. It is the promotion of brands to connect them with consumers using different forms of digital communication. There is no doubt that with it’s real time results and direct impact that it has grown rapidly against ‘traditional marketing’ which includes TV, magazine ads, billboards and direct mail.

What is a Digital Marketing Apprenticeship?

As all apprenticeships, you will be learning whilst earning. You will study alongside your job role, working towards a qualification recognised by your industry. A digital marketing apprenticeship can be used in a variety of different industries from fashion to media to law. You will gain many transferrable skills during your time within the apprenticeship which can lead to even more opportunities within your career path.

What do Digital Marketing Apprenticeships involve?

This will vary by the company you are working for and the apprenticeship you choose, however typically you will cover the following topics:

  • Market Research
  • SEO
  • Communication and Customer Service
  • Social Media Marketing Management
  • Planning and Budgeting Digital Marketing Campaigns
  • Email Marketing Campaigns
  • Content Marketing Campaigns

Throughout the apprenticeship you will gain an understanding of the below technical skills, this will be beneficial not only for your employer but for your final grade in your apprenticeship as you will demonstrate these competencies within your portfolio.

  • Written Communication – is able to apply a good level of written communication for a range of audiences across different digital platforms.
  • Research – is able to analyse and contribute to short term and long term strategies of campaigns.
  • Technologies – is able to demonstrate and apply effective use of digital technologies to achieve marketing objectives.
  • Data – is able to review, monitor and analyse online activity and provide recommendations and insights.
  • Customer Service – responds efficiently to enquiries using online platforms.
  • Problem Solving – is able to apply structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms.
  • Analysis – is able to understand analytical data and use the appropriate tools.
  • Implementation – is able to build and implement digital campaigns across a variety of digital media platforms.
  • Knowledge within Specialist Areas – SEO, PPC, E-Mail marketing, web analytics and metrics.
  • Digital Tools – is able to apply and understand the latest and most effective tools to use in campaigns.
  • Interprets and Follows – has knowledge and use of the latest news and trends in digital.

Entry Requirements

You will typically need to be over the age of 16 years old and have completed and passed your Math and English GCSE or equivalent. More information on this can be found on the .gov website.


The digital landscape is an ever-changing field and therefore so is digital marketing. The industry is dynamic; consumers, technology and competitors are constantly evolving. Embracing, understanding, and adapting to that change continuously presents exciting career opportunities. You can find more information from our current and previous apprenticeships on our website or can browse our apprenticeships here.

You can also sign up below to subscribe to download our Digital Apprenticeship EPA Interview Tips eBook.

Level 3, Garment Maker Apprenticeship

Featured image

Are you creative with an eye for detail? An apprenticeship in Garment Making could be for you!

What is a Garment Maker?

Garment Makers use a range of cutting and sewing techniques to manufacture clothing. They are able to produce a garment from the start of the process to the finalised product, this can include pattern making, cutting, stitching and finishing. The occupation falls into multiple industries, including manufacturing, creative and design sectors across the apparel industry.

The general purpose of a Garment Maker is to create garments – bringing the design to life, following specifications and quality standards. They may work on one-off products for specific customers or garment samples to be replicated. In their daily work, an employee in this role interacts with personnel involved in garment design, development and production.

Day to day tasks

Day to day tasks can include:

  • Interpreting garment designs
  • Cutting garments from cloth
  • Sewing cut pieces to create a garment
  • Finishing garment i.e. button attach, pressing, embellishments

An employee in this role will be responsible for the pursuit of excellence in relation to the assembly, finish and look of the end product. In each stage of the construction of the garment, they need to meet the design brief, which includes specifications and quality standards. You can read more about the core occupation duties here.

Experience as a garment maker can open doors into a variety of different career options, such as sample machinist, product technologist, fashion designer and with additional training could move into roles within tailoring or buying.

Based on current data and according to, an average starting salary
can vary between £16,000 – £25,000 per year. Experienced garment makers annual
salary varies from £30,000- £40,000.

Desired Characteristics

Every role has skills that are desired on a personal and professional level, for a Garment Maker the below points are key in the role:

  • Health and safety first attitude, for example prioritises the health, safety and welfare of self and others over other demands
  • Takes ownership for work, for example accepts responsibilities, demonstrates initiative, motivated and self-managing
  • Team player, for example builds co-operative and respectful working relationships across all relevant levels and department; takes account of equality and diversity interactions
  • Committed to continued professional development, for example reflects on knowledge, skills and behaviors, seeks opportunities to develop and advance in response to the evolving production environment and technologies

Entry Requirements

Each employer has their own requirements when choosing apprentices however the following information is common within apprenticeship hiring: 

In most cases, some sewing experience is required, this is dependent on the employer/organisation.

Apprentices will be expected to have achieved a level 2 English and Math prior to taking the End-Point Assessment. Certificates for proof of this will be required. For those with an education, health and care plan or a legacy statement, the apprenticeship’s English and Math minimum requirement is Entry Level 3. A British Sign Language (BSL) qualification is an alternative and can be used instead of the English qualification for those whose primary language is BSL.


An apprenticeship in Garment Making offers an exciting career path, and joining one of our apprenticeships in this field could be just the beginning. 

If you think this sounds along the lines of an apprenticeship you would be interested in then you can find more information by exploring our website on a series of articles from our coaches and our (past and present) apprentices or you can take a browse directly at what apprenticeships we have on offer here.

You can also subscribe to our newsletter below for more on our apprenticeships as well as inspirational stories from our team and event invites! 

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The importance of email marketing

The definitive guide to email marketing

What is email marketing?

Today you will be finding out everything you need to know about email marketing and just how important it really is.

Email marketing is a type of direct marketing that uses personalised emails to educate your email list about your product or services. It can be used to persuade your email list to carry out a certain activity, such as making a purchase, scheduling a demo, signing up for a trial, or signing up for an event.

Sending emails is such an effective way of digital marketing, helping generate sales, enhance customer engagement, acquire customers, create brand awareness and reward customer loyalty.

According to Hubspot “86% of consumers would like to receive promotional emails from companies they do business with at least monthly”

Types of email marketing

Limited time offers
These emails come with promotional codes or discounts that expire within a certain timeframe and are typically targeted to customers in sales.

Welcome messages
These emails are often sent to new customers when they register online, but they can also be used to generate sales, follow up with leads, or spread brand awareness.When a welcome message is coupled with a special offer, it typically works best to increase customer attention or action.

Birthday or anniversary messages
This programme increases client loyalty and retention. This kind of communication features significant brand or customer achievements and frequently includes a unique promotion or discount code that recipients can use.

Newsletters are a good way to keep your clients informed about your business. They often include an introduction, a description, links, and images that inform clients about new goods and services, business updates, major announcements, and news from the industry.

Abandoned cart emails
Sending an email to customers about their abandoned carts can persuade them to finish their purchases if you work in e-commerce. These emails may be automatic requests for the customer to finish their transaction within a certain amount of time.

The benefits of email marketing

  • Enhance customer loyalty – You can frequently communicate with consumers and website visitors by using email marketing. Proven customers also value being informed of new items and promotions. According to studies, acquiring a new customer is five times more expensive than keeping an existing one.
  • Better customer outreach – Email marketing has a higher chance of being viewed compared to social media updates, as users may miss notifications and just scroll up their news feeds. Emails to thousands of users can be sent with a few clicks. These individuals are free to read whenever they want, whether online or off.
  • Build up customer enthusiasm – Customer interest is effectively raised through email marketing. When executed properly, a newsletter is an affordable, quick, and easy way to inform and excite clients about new product launches or promotions.
  • Inexpensive and easy to maintain – Email marketing is affordable and reasonably simple and inexpensive to maintain. Email marketing services such as MailChimp or ActiveCampaign have simplified the process, allowing for greater automation and customisation.

The ultimate email marketing glossary

SubscriberAnyone who has opted in to receive email marketing
Opt in (verb) Choosing to receive marketing emails from a business or brand
Optin (noun)An incentive for people to join your mailing list
GroupA group of subscribers the company or brand has created
ListA selection of email subscribers
SegmentA categorised group of customers based on their subscription activity
BroadcastA single email you send to certain segments or groups on your list; e.g. newsletter
AutomationAn automated series of pre-written emails that responds to subscriber activities, e.g. abandoned cart

The top 3 most important metrics to track

  • Deliverability – The percentage of emails that successfully reached the inbox of your intended recipient
  • Click-through rate – The percentage of subscribers that clicked a link in your email is shown by the click-through rate (usually to a landing page on your website)
  • Open rate – The number of recipients who opened your email


Creating a solid email marketing strategy will enable you to more effectively and affordably engage with your target audience and improve revenue. Email marketing solutions enable your company to connect with clients more effectively than before, much like other platforms and media have transformed.

It is proven to be one of the most crucial and successful methods for connecting with clients and developing long-lasting connections. With the help of email marketing statistics, you can learn how other companies are use email to engage with customers and increase ROI.

Are Paid or Organic Ads best for your Company?

There are countless aspects to Digital Marketing and various things to consider in order for your content to be effective. 4.62 billion people check their social media apps every single day. Billions of people that you can try and reach through ads. Paid or organic ads, there are pros and cons to them both. It is important to plan out everything from who your target audience is, the message you are trying to share and how you are going to do it. Here is a summary of the types of Marketing Channels available and which ones will work best for you.

Image of an open laptop on a table, the screen shows Google Analytics ads. A persons hands are hovering over the keyboard.

Paid Ads

Paid advertisements are a way to get views and clicks, by paying money. You are essentially paying for a position on a search page, the higher up on a page means a higher chance of the user clicking and engaging. Regardless, isn’t guaranteed success every time, but it does improve your chances as you can reach a large group of people at one time. There are various kinds of Paid Ads, 

One of the growing popular kinds being Paid Socials. As an example, Facebook ads are a common use of paid ads. Due to each ad placed on your feed has been carefully curated to target you specifically. The company pays for these ads to be shown to their target audience, in hopes of getting engagement and conversion. 

Other examples of paid ads are:

  • TV
  • Print
  • Radio
  • Sponsorships
  • Affiliates
  • Direct mail

Although, these are becoming less popular as social media is predominantly the main source of advertising in the present day. All social media platforms can be used for paid ads including:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • Pinterest
  • TikTok
  • Snapchat

Undeniably, it is important to do research when looking into paid socials, to ensure you are using the right platform when targeting your audience. 

Image of a birds eye view of a table, with phones and an IPad, surrounded by social media logos used for ad campaigns.

Organic/Earned Ads:

Organic socials are defined by action taken through your own posts. Firstly, because you target your followers and their networks, but this encourages good customer relationships and retention. Obviously, this is a free way of advertising but requires a lot of work and dedication. Creating engaging, interesting content for your audience and posting consistently is how to begin seeing the engagement rate increase.

In order to reach a wider audience, it is important to engage with similar organisations’ content by retweeting and sharing, to receive the same support. Targeting people organically builds strong customer relationships as it gives your brand an identity, opposed to impersonal adverts they are uninterested in.

Examples of organic socials:

  • Other brands sharing your posts
  • Word of mouth
  • Friends referring friends
  • Personal posts

Both types of advertising work, the challenge is finding out what works best for your organisation. Being detailed and thorough about goals is important to ensure you are focusing your time on something valuable. To summarise, here are the pros and cons of both paid and organic ads;

Paid pros:

  • Can target new audiences and create brand awareness
  • Can reach a large audience quicker
  • More likely to turn into conversions
  • Can track your ads to monitor failures and successes

Paid cons:

  • More challenging to build customer relationships
  • Can be expensive
  • Must be skilled and familiar in running campaigns
  • There are no guaranteed sales, despite a high engagement rate

Organic ads pros:

  • It is free to share posts
  • Can build a strong customer relationship
  • Less like a ‘sales pitch’, posts feel more personal
  • You are completely in control

Organic ads cons:

  • It is a big time commitment, consistency is key when posting
  • Can take a while to see results
  • Can be difficult to track if using various platforms
  • SEO tactics always change, you need to stay on top of it

Everything has pros and cons, what works for other people may not work for you. It is important to do research for the right type of ads for your audience, to ensure your content is reaching the right people. Remember engagement will fluctuate, just stay consistent!

Saving Nature One Tree at a Time: Become a Forest Operative apprentice

Are you passionate about taking care of nature and want to improve our planet? Then a Forest Operative apprenticeship could be for you! Learn first hand in the industry and gain a new understanding on how nature works. Could it be for you?

Low angle image of a two large trees with long branches and green leaves. Sun is shining through the gaps.

What is a Forest Operative and what do they do for nature?

Forest Operatives are responsible of ensuring woodland and the environment are kept safe and healthy. The job role requires responsibility of managing forest areas and having clear knowledge of the specific care for different trees. Furthermore, they are vigilant and aware of safety measures when using machinery. Forest Operatives are willing to work in any weather conditions and take pride in their work.

There are two different specialisms in this job: harvesting or establishing and maintenance. Here is everything you need to know about the job and industry, see if its for you.

Job requirements:

Particularly due to the nature of the job, handling different types of machinery and working mainly outdoors, means there are a few qualifications needed. These include a Level 2 award in:

  •  Chainsaw Maintenance
  •  Cross-cutting timber with a chainsaw
  •  Felling and processing trees up to 380m

Also, A Level 3 award in emergency first aid is also an important requirement to work safely. In addition to that, a Level 1 English and Maths qualification is needed. Completing all these qualifications allows you to start your apprenticeship.

There are additional qualifications needed, based on which specialism you choose.

Establishment and Maintenance:

You will need Level 2 awards in:

  •  Principles of Safe Handling and Application of Pesticides Guidance
  • the Safe Application of Pesticides using Pedestrian Handheld Equipment
  • the safe use of brush-cutters and trimmers
  • safe use of forestry clearing saw


You will need a Level 2 Award in:

  • felling and processing trees over 380m.
Image of a stack of chopped down tree trunks, with the bottom facing showing different sizes.

Core knowledge and skills required:

  • Having knowledge of the codes of practice when working in forestry
  • Aware of the various threats such as pests, for woodland species
  • Ability to identify tree species that are important in the UK
  • Basic measurement skills
  • Can use various tools and systems 
  • Good practice of health and safety for colleagues and the forestry
  • Can use various types of machinery safely and effectively
  • Able to follow pictorial instructions

It is important to understand the health and safety code of the forestry industry. This is to ensure there are no risks for people or the nature. Likewise, they must be aware and vigilant, particularly when using machinery. Additionally, working with trees requires accuracy and knowledge. Forest Operatives must be passionate about their job role. Another key point is they also must understand how to take care of the environment.

To work in nature, what qualities does a Forest Operative need?

Of course, Forest Operatives must be willing to work outdoors, in all weather and have stamina to work heavy duty tasks. The work is detailed, so passion, enthusiasm and a strong work ethic is needed.

It general tasks can vary, so the ability to work independently and in a team is required. To avoid risks for themselves and the environment, Forest Operatives need to be disciplined and self aware.

Becoming a Forest Operative Apprentice is incredibly rewarding, personally, and environmentally. There are great opportunities available to improve natures wellbeing and develop valuable skills. If you enjoy the outdoors and being physical, this could be a perfect fit. There is the chance to learn something you could never learn elsewhere, get educated on this industry that deserves to be known and celebrated!