The Do’s and Don’ts of SEO, a marketing guide:

SEO or Search Engine Optimisation is a key element of any successful marketing strategy, but what is it? SEO involves optimising your website both via content and technical elements to improve your ranking on search engine results pages and acquire organic traffic. As SEO is a popular and essential element of almost all marketing strategies, there are a number of tips and tricks online on how to improve it. However, one thing to remember is that not all SEO practices are the best, that’s why we’re sharing our top 10 Do’s and Don’ts of SEO to help you in your digital marketing apprenticeship.

What You Should Do:

  • Do keyword research. Keyword research is incredibly important for creating relevant content that suits your target audience. Keywords are also essential for optimising content on your website.
  • Do use alt text to optimise images on site. If you site contains a lot of media, it is important to ensure you are creating high quality alt tags to help boost your rankings on search engines.
  • Do use quality and relevant links. Linking is incredibly important for building the reputation of your website, and it is incredibly important that you prioritise the quality of links over the quantity.
  • Do utilise your analytics. Make a conscious effort to monitor your analytics to ensure your keywords and phrases are still ranking. You can also use these analytics to see how keywords are performing and if you may need to do more research to optimise your content.
  • Do your research and make use of key SEO tools. An awareness of what tools are on the market to help you improve your SEO are incredibly valuable to your strategy. Tools such as Answer the Public, Google Search Console and Ahrefs are all valuable resources that can help optimise your SEO.
Laptop on Desk with Analytical Software

What You Shouldn’t Do:

  • Don’t add too many key words to your content on each page. Not only will adding too many keywords make your writing look less natural, but it can cause your pages to compete against each other. In addition to this, Google’s Crawlers are aware of keyword spam, and it can be very detrimental to your ranking.
  • Don’t Plagiarise. In addition to being bad marketing practice, and disrespectful to content creators, copying content from other websites can seriously damage your SEO ranking. This is because crawlers can easily pick up on plagiarised content, and as it is bad practice, it will harm your rankings.
  • Don’t ignore your core web vitals. SEO is not just about keywords, and having slow loading pages can impact your rankings. It is important for technical SEO that your loading speeds are as fast as possible and that your website is maintained to monitor page speed and user experience.
  • Don’t ignore other devices. Ensure that your website is optimised for a variety of devices, such as mobiles, tablets and desktops. This is important for your technical SEO, as websites need to function across all devices for good results.
  • Don’t forget about meta data. Your meta titles and descriptions are important for improving your SEO. As a result, you should ensure they are being optimised to maintain or improve your rank.

If you want more helpful information to assist you in your digital marketing apprenticeship, browse our website for a variety of helpful resources.

Our Twitter and LinkedIn profiles also provide regular updates and resources that will help in your apprenticeship journey.  If you’d like regular and helpful updates, sign up to our mailing list to ensure you don’t miss the latest news and resources we offer.  

How to Improve SEO in 5 Simple Steps

The acronym “SEO” on a plain white background

Why is SEO Important?

SEO, also known as search engine optimisation, is the process of improving your website in order to increase its visibility on search engine results pages (SERPs). SEO is vital to every online business, whether you have an e-commerce website or run a blog like us, search engine optimisation can benefit everyone. The better visibility your site has, the more traffic and new visitors you will get to your website, and we all know that increasing organic traffic is one of the most important tasks in digital marketing.

Improve SEO in 5 Easy Steps

  1. Research relevant keywords
  2. Improve website speed
  3. Optimise page content
  4. Optimise title tags and meta descriptions
  5. Build links

Research Relevant Keywords

Keywords are the ‘key’ to successful search engine optimisation. Keywords are used by potential users and customers every day. When you’re using a search engine, what are you searching for? Most of the time you are using keywords to find relevant results, you probably used keywords to find this blog! That is what makes keywords the foundation of SEO.

So how do you perform keyword research? Researching for relevant keywords is easy, there are loads of keyword researching tools available to help you in your search for the perfect keyword list. The first tool we suggest is Google. 5,6 billion searches are done on Google every day, so where is a better place to find keywords. You can use features such as auto-complete search, ‘people also ask’ section, and top search results. These features from Google show what potential customers are searching for, helping you to get in the mind of the customers.

You can also use keyword research sites to help you find the best keywords for your business. The benefit of keyword research sites is that you can see search volume and difficulty. The volume shows you how often that keyword is searched for, this is useful because you want to get a high volume of searches, however, you need to take into account the difficulty of the word. Keyword difficulty refers to how easy it is to rank for that specific keyword. If you are a small business it will be easier for you to rank in SERPs for low volume, low difficulty keywords. One free keyword tool you could use is Uber Suggests.

Once you know which keywords you want to rank for it will make SEO seem a breeze!

Improve Website Speed

Improving website speed can be difficult, that’s why we have one simple tip anyone can do that will help you improve your website speed instantly! This tip is to remove any images that are over 300KB and replace them with images that have a smaller file size. Large file size images take longer to load, this can result in pages that aren’t fully loaded and can also cause page shifting when they finally do load in. So now, you may be wondering how do you make image sizes smaller? It’s easy, there are hundreds of free sites that you can use which will make your images smaller, all you have to do is upload the image. One site we suggest is Reduce Images.

Optimise Page Content

The second step you can take to optimise your page content is to add image alt text. Image alt text is copy that appears in place of the image if that image fails to load, it also helps webpage crawlers understand what the image is showing and how it relates to the content on that page, in turn, this will improve your ranking. Image alt text is important to get right, you want to be detailed while not having too much text. Using keywords in your image alt text can also help with boosting your page rank. Below we have attached an example of good and bad image alt text to give you a better idea of what it should look like.

A small Jack Russel dog sitting in front of a pink background

Bad Alt Text: “cute small dog pink background”

Good Alt Text: “A small Jack Russel dog sitting in front of a pink background”

Optimise Title Tags and Meta Descriptions

Optimising a title tag and meta description is just like content optimisation, all you need is relevant keywords for the content. When you have your relevant keywords, you are able to create your title tag. You want this to be similar to the page title, and you want to use similar keywords in your title tag that you use in your page content. Doing this allows search engines to understand the content of your page, and will rank it highly for being consistent in its messaging. 

Meta descriptions are harder as they are longer summaries of the page, but make the most of this space. Meta descriptions should keep between 140-160 characters long. This gives you enough room to hit a few keywords and give a brief summary of the contents of the page. When writing your meta description keep in mind your USPs (unique selling points) this is a feature search engines will praise you on. You want your description to be a compelling argument as to why someone should click on it. Below we have added an example of a good and bad meta description. 

Good meta description: “Find all of the best phones and tariffs on the official Carphone Warehouse site – Shop Apple, Samsung, Sony and Google for a new phone with all the latest deals”

Bad meta description: “Apple iPhone 6.9” screen touch screen face ID, 11th gen great deals O2, Three and EE. Shop Carphone Warehouse”

Building Links

Last but not least is linking. Building inbound links allows Google to see how trustworthy you are, if you have inbound links coming from big, trustworthy companies, then Google is more likely to see your website as credible and so will increase SERP ranking. One easy way of building these links is through affiliate marketing sites such as Awin. Affiliate marketing is when you gain publishers to put ads on their website for your company, and they get a commission from doing this, these commissions can be from sales made or generated leads. By using affiliate links you are able to communicate with big and trustworthy companies to give a larger online presence to your brand and website. It also allows you to choose whose site you have links on, meaning you can pick websites and pages related to your company.

You can also do external links, this is where you add links on your website to other websites. By doing this you further increase the credibility of your website, while also improving the reader’s experience by providing them with outside references.

In Conclusion

In conclusion, SEO doesn’t have to be as hard as it looks. If you follow these 5 simple steps, whether you’re a business owner or are doing a digital marketing apprenticeship, you can increase organic traffic with ease. 

Check out more of our digital marketing blogs by tapping the button below.

Keep up to date with us and our new blogs on LinkedIn, Facebook, and Twitter

Digital Marketing Apprenticeship: SEO and PPC Integration

Search engine optimisation (SEO) and pay-per-click (PPC) are two methods of conducting search marketing. This is the process of gaining traffic and visitors from search engines both through unpaid and paid tactics. That is the key here – as a digital marketing apprentice it’s important to remember both paid and unpaid methods of gaining traffic are important contributions to a successful search strategy. SEO and PPC integration can help a company get the best of both worlds.

What is SEO?

SEO is the organic process of improving the quantity and quality of web traffic to a site through a search engine. The more visible a website is on a search engine (like Google, Bing or Yahoo) the more likely the website is to attract visitors.

Search engines use bots to crawl a site, they will gather information about a page or website and rank it based on several technical factors. It will then use that information to determine where a page or website appears in a search engine results page (SERP). There are two parts to an SEO score: the content and the infrastructure of the page. For content, an SEO score will depend on a number of factors. These include keyword targeting, page titles, subheadings, content quality, meta description, and much more. Infrastructure is determined by the site speed, mobile optimisation, and the structure of a website. The benefits of SEO include: 

  • A long-term strategy to help build traffic to a site 
  • Encourages businesses to focus on user experience 
  • Tracking a user’s journey across a site to gain a high level of data 
  • Gain quality traffic to a site 
  • Can be implemented on a budget 
  • Increases brand awareness 
Laptop on a table with graphs and charts on the screen

What is PPC?

PPC is an advertising model used to drive traffic to a page or website. The advertiser will pay every time someone clicks on their link in an SERP. An advertiser will choose to display a paid advert on a SERP – it’s a way to buy visits to a page or website, instead of earning them organically through SEO. There are many benefits to PPC, these include: 

  • The advertiser will only pay if the ad is clicked on  
  • Advertisers can choose to spend as much or as little as they want 
  • Can target an audience through extensive demographics 
  • The data received can benefit other strategies, like social media 
  • Can provide instant traffic to a page or website 
  • Ability to test keywords in the ads 

SEO and PPC integration

Throughout your digital marketing apprenticeship, it’s best to consider both SEO and PPC tactics when creating search marketing strategies. SEO (organic) and PPC (paid) are two different strategies, within the same category, used to help drive traffic to a page or website. However, they work best for most companies as an integrated approach. According to Google, when a site has strong organic search results, they will increase their click-through rate for their PPC ads on the same SERP.

It’s rare for most companies to have the resource to run long and expensive PPC campaigns – this is when SEO steps in. Using the keyword data gathered from paid ads can be fed into SEO and help improve website visibility in the long-term. SEO and PPC integration, allows the results from A/B testing of copy to be used when optimising pages on a website organically. Both strategies can help target an audience at all stages of the customer journey, catching as many people as possible. Using an integrated approach can help build brand confidence and awareness, as people are more trusting of organic results. 

Man holding a tablet which shows graphs and charts on the screen

3 key things to remember

  • Creating a search strategy will allow you to plan and research before making any decisions
  • SEO is a long-term search strategy, whereas PPC can boost traffic quickly and in the short-term
  • SEO and PPC are ideally used together to get the best website optimisation result

Find out more

Visit our website for more information that will help you work towards your digital marketing apprenticeship. 

Follow us on Twitter and LinkedIn for regular updates. Sign-up to our mailing list to be kept up to date with the latest UK apprenticeship information. 

Apprenticeships UK: Top Tips for writing a blog post

When first starting Digital Marketing Apprenticeships UK, blog posts can be a little daunting. You may question what to do, what to write about and what to include. Below are some tips of what to include and what not to do whilst writing a blog post and why it is so important to have a blog.

What are blog posts and why are they important?

Blog posts are articles, news, or guides that are published in the blog section of a website. Blogs are important to help optimise traffic to your website; they help engage visitors by helping them grasp more knowledge on a certain subject. Additionally, they can help increase a websites SEO ranking, this means that the website will most likely appear high on the search engine results page.

Now for the do’s and don’ts.

Text. Step by step.

DO- Write with your audience in mind

Who is your target audience, find out what your audience likes to read and want to know more about. Create meaningful and beneficial posts, you want your audience to be engaged with your content and to leave them wanting more so they will click on the links to the website which helps drive more traffic to your website.

DO- Post regularly

Make it a goal to post at least once a week, be consistent. This will help build followers on your blog and gain regular readers who will expect posts by a certain time.

DO- Create an eye-catching title

The title is the first thing visitors will see, so this needs to grab their attention and click your post. Make sure the title gives the visitor an idea on what the post is about otherwise this can lead to confusion.

DO- Proofread

Preview all the drafts before publishing. Don’t upload a rough draft, as there will be spelling mistakes or grammar errors. You don’t want to publish something that could be incorrect, this could lose your blog followers.

DON’T- Write a novel

Keep sentences and paragraphs short, make sure to include images, graphics or quotes to help split up the text. There is no need to ramble on, get straight to the point, don’t drag the sentence out. Paragraphs should stay under 3 or 4 sentences, making sure there is space between each paragraph giving the readers eyes a break.

DON’T- Spam

Don’t bombard readers with notification pop ups to subscribe or take a specific action on your website. Allow the reader the opportunity to do this themselves as they are less likely to subscribe if they are spammed with pop up messages.

DON’T- Use too many keywords in the text

This can affect your SEO ranking; search engines call this keyword stuffing. You want your readers to have a good experience, which is a ranking factor that search engines now prioritize to make sure you have relevant content for the intent of your visitors.

DON’T- Cover too many subjects at once

You don’t want to confuse or bombard the reader with a lot of information. Split the different subjects into different blog posts, making it clearer for the reader to understand.

Conclusion

I hope these Do’s and Don’ts have provided you a valuable insight into an aspect of the Level 3 digital marketing apprenticeships UK and that writing a blog post is not so daunting after all. Blog posts are an important part of a marketing strategy campaign as they help drive more traffic to the website. With these tips you should be able to create an engaging blog post to optimise your website.

For more information about our digital marketing apprenticeships UK, please visit our website by clicking here: https://www.apprenticetips.com/

Also, if you have any enquiries about this apprenticeship, you can reach out and drop us a comment on our social media, Twitter and LinkedIn.

Top 10 Tips for Entering the World of Digital Marketing

Introduction to Digital Marketing

Digital marketing can seem daunting when you haven’t studied it or don’t have experience, but in reality, it’s easier than you think, and an apprenticeship will teach you all you need to know. That’s the dream of working while studying, you’re getting the experience of the job, while learning all about how to be a digital marketer.

Whether an apprentice or an employer, you can learn how to support an apprentice or how to succeed as a digital marketing apprentice.

So, if you’re interested in digital marketing, but think you don’t have the experience to go for it, then keep reading and listen to these top 10 tips for entering the industry.

Digital Marketing in action

Digital marketing Industry

Digital marketing is one of the best industries for an apprenticeship. You have the choice of countless great courses, with different specialisms and so many companies who offer apprenticeships.

Digital Marketing is simply the promotion of a business or brand, by using digital channels such as search engines, social media, websites, or apps. Companies big and small use it and today it is almost essential to a company or brand to gain customers. Our world has gone online and now that we’re on we’re dependent on the internet for most things we do.

In digital marketing you can learn about every aspect of the marketing journey from the finances to the creation of an ad, it is a large area where you can excel when you put your mind to it.

Top 10 Tips

  1. Communicate – communication is always key to any role or apprenticeship, and this is no different. Communicating how you’re feeling and what areas you are enjoying is key to a digital marketing apprenticeship, you don’t want to get stuck in PPC if you love Paid Social. So, communicate to your team, to your managers and let them know what you enjoy and how you’re getting on with your apprenticeship.
  2. Don’t limit your learning – you might immediately fall in love with SEO, but make sure you try to learn a little bit of all channels. It will help you in the long run to have a broad knowledge within the industry and will look great on a CV too.
  3. Work collaboratively – ensure you are always working with others, whether in other teams or your superiors. It will help you get tasks done quickly and you will learn so much more by working alongside others than working alone.
  4. Always ask questions – questions are essential to development. No matter how silly a question may feel, ask it! You will only ever learn from asking questions and there will always be someone who knows more than you who will help you succeed later on.
  5. Don’t be afraid of excel – excel is important in a lot of industries, but especially digital marketing. You need to be able to analyse campaign performance, to use formulas, pivot tables and you will get the most out of your apprenticeships when you learn how to use tools like excel. Also, you will always use this skill, no matter where you go.
  6. Follow the trends in the industry – this will be helpful when communicating with clients and working on new briefs. You need to be aware of what is working well in the digital marketing landscape and what is failing, this is always going to play into your role.
  7. Data is your friend – data can seem daunting, and no one likes numbers on a page, but once you get the hang of how to analyse it and how to work with the numbers in front of you, you will never look back. Learning to analyse data will become a very beneficial skill.
  8. Be confident in your abilities – its hard to feel confident as an apprentice, but be proud of yourself, you are learning and working and constantly picking up new skills. Apprenticeships can be hard work and you should be confident in what you’re learning, and if you’re not then tip number 4 always comes in handy to help your confidence.
  9. Embrace the opportunity – apprenticeships are great for progression, so really embrace the role and the learning and you can go far in your career.
  10. Be positive and have fun – if you work hard, you can play hard! Apprenticeships push you beyond your limits and they ensure you learn a lot, but digital marketing is fun and it should be an enjoyable experience.
Logistics behind marketing

Skills available to learn

The skills you learn on digital marketing apprenticeships are not only incredibly useful for the world of digital in marketing and in other industries, but you will gain valuable life skills and people skills which are transferrable to any career. You need to be willing to work with others in order to succeed and build your knowledge, but once you do, you can learn anything from web analytics to email marketing.

Conclusion

Digital marketing has so much to offer to anyone who wants to begin an apprenticeship, and these tips will help apprentices excel. They can also help employers guide apprentices and support them through their courses. Have these tips helped you believe you can begin an apprenticeship in digital marketing? Then now is the time!

Teamwork

Apprenticeships UK: Digital Marketing Apprenticeship

Do you like or know anyone who enjoys creating online content? Ever wanted to start marketing but you are not aware of the opportunities that are out there? Ever thought of considering a Digital marketing career?

Now that some forms of traditional marketing have been replaced with Digital marketing, it is important to recognize what the job is. Some individuals may start on a Level 3 apprenticeship and progress onto a Level 6 Digital marketing apprenticeship where a degree can be obtained.


What they don’t tell you about Digital marketing
Studying a digital marketing apprenticeship, is not like studying an original qualification. A digital marketing apprenticeship can allow you to progress into the following careers:

  • Digital marketing executive
  • Digital marketing account manager
  • Social media executive
  • Online and Digital lead
  • E – commerce specialist
  • Content Marketing Executive
  • Digital producer
  • Programmatic Executive
  • And so much more

Overview
Digital marketing consists of the following:

  • Leading on content creation. E.G creating a landing page for a business
  • Executing marketing strategies for a business so they can progress when opportunities arise
  • Digital marketers tend to use platforms such as social media, websites, and emails
  • Digital marketers also use financial and analytical tools to help them with delivering a successful campaign

Digital marketing apprenticeship: Practical skills/ behaviors and knowledge

Behaviors/ Skills an apprentice would have or develop:

  • The ability to communicate verbally and possess active listening skills
  • The ability to work independently and effectively in a team
  • Work well under pressure and to tight deadlines
  • Be considerate when working on projects that is related to culture, diversity, and equality
  • Creative and logical thinking skills
  • Problem solving skills
  • High attention to detail
  • Being enthusiastic and having a flexible work approach
  • Always being complaint within the business that you work in

Knowledge an apprentice would have or develop

  • Understand how to develop and apply marketing concepts to topics within the program. This could include applying the 4-marketing mix to a business plan or campaign
  • Be able to create content for different segments of the market. This would include setting up Call to Actions.
  • Be able to demonstrate promoting business ideas on different media channels to maintain brand awareness
  • Can select research methods to help choose the best technological tools for each campaign.
  • The ability to manage, plan and report on marketing projects.
  • The ability to accurately observe and make conclusions from statistical data, to help determine the campaign’s performance. Eg Return on Investment
  • Manages different interfaces to apply this for appropriate strategies

Entry requirements

Candidates would need a C grade (equivalent to a grade 4) in 5 GCSE’s. These grades must include English and Maths
Have 2 A levels or an equivalent qualification

Details on this Apprenticeship

This apprenticeship can last for 3 – 4 years

The salary is £21,000

After completing the apprenticeship you will receive a degree, once the degree is over the apprentice can move onto further opportunities. These opportunities could even include becoming a freelancer or working in the public sectors the choices are endless

To conclude
Moving forward with a digital marketing apprenticeship can allow the following benefits:
The ability to engage with different communities through platforms such as social media and email marketing, doing this to promote positive discussion and engagement.
Have the chance to use different tools to gain insight on the marketing platforms such as your favorite social media channels.
Contribute to planning a business by presenting them with opportunities that can help embrace change.
Can identify and comprehend factors that will impact internal and external stakeholders for requirements.

So why not give this opportunity a try ! Click here to follow the LinkedIn Page https://www.linkedin.com/company/apprenticetips-com/about/

Basic Marketing Principles 101

Basic Marketing Principals: Product, Place, Promotion, Price (The 4 Ps).
Basic Marketing Principals: Product, Place, Promotion, Price (The 4 Ps).

As a digital marketer, it is essential that to understand how to apply basic marketing principles for each and every job role/client. Whether you’re a digital marketing apprentice or just looking to brush up on the basics, read on.

Basic Marketing Principles: The Marketing Mix

The idea of the marketing mix was initially brought about by Neil Borden. Professor Borden first conceptualised the idea of the “4 Ps” in the 1950s, and ever since it has been adapted and adopted into everyday marketing efforts. Recently, 3 more Ps have been added to the mix, which includes People, Process and Physical Evidence. However, we will focus on the initial 4 here.

It has fluidity, which means marketing apprentices and gurus alike, can focus efforts on individual aspects of the mix.

Product

Product refers to what a company sells, whether it be a physical item or service. It should serve to fill a gap in the market, and supply a demand. Marketers can be innovative, and create demand if the supply is already there. For example, Coca Cola moved into the UK bottled water industry with Dasani. An already pretty saturated market, Coca Cola marketed the water as “one of the purest waters around”. Coca Cola didn’t take long to withdraw the product when it was found to contain bromate, a substance linked to cancer.

Marketers need to understand that products have a life cycle, it just so happened that Dasani water met decline faster than it should.

Alternatively, Apple was the first to develop a touch screen phone, capable of playing music. The iPhone launched in 2007, and the company has since sold over 2 billion units. The iPhone is now said to be in the maturity stage of the product life cycle. To find out more about the product life cycle, visit this page.

Place

Place dictates where the product or service should be supplied. The aim is to get the product/service in front of as many potential customers as possible. This may be placing a product in certain shops, or even product placement on TV and films. For example, the James Bond movie GoldenEye was the first to feature a BMW Z3 as the iconic Bond car, even before the car was released. BMW received 9,000 after the film launched.

Promotion

Promotion encompasses how the product/service is to advertised as well as public relations. Basically, why should someone buy into the brand’s product or service? Promotion and place tend to go hand in hand in this respect. For example, where does a product feature on a website, and how will this be promoted towards a specific audience. For digital marketers, SEO is a particularly important component to how well placed and promoted a product or service is on the internet.

Price

How much will the public be willing to pay for a product or service. In this element of the marketing mix, it is important to conduct market research. What exactly is the real value of the product or service, and what is the perceived value (also in comparison to competitors) is very important. Marketers have raised prices of a product to raise the perceived value, however if this is overdone, the product/service can see a vast decline very quickly if this is found to be the case. The Coca Cola example featured above is also relevant in this case.

Conclusion

The marketing mix will be incorporated into marketing strategy for decades to come. Even expect more adaptations! However, if you are a marketing apprentice looking to cover the basic marketing principles, we hope this article was to your satisfaction.

For more blogs, visit our latest blogs section!

HTML Coding Basics – Digital Marketing Apprenticeship

HTML Coding

Learn how HTML works for the DM3 apprentice

In the Digital Marketing Level 3 Apprenticeship, HTML is arguably the hardest assessment you will face, spending roughly 2 weeks in workshops learning coding from scratch.

You’ll work together with your fellow apprentices to create your own websites for you to practice with. The teacher will guide you through creating HTML files to explain the different tags, attributes, elements and more! Suddenly all that confusing code that you’ve never been able to understand will all make sense.

Coding can lead to all these jobs:

  • Software Application Developer 
  • Web Developer 
  • Database Administrator 
  • Software Quality Assurance Engineer 
  • Network Administrator 
  • Computer Systems Engineer 
  • Computer Systems Analyst 
  • Business Intelligence Analyst 

Let’s get coding!

HTML coding apprenticeship
Let’s get coding!

“Whether you want to uncover the secrets of the universe, or you just want to pursue a career in the 21st century, basic computer programming is an essential skill to learn.”

– Stephen Hawking – Theoretical Physicist

HTML – Headings

There are 6 HTML heading elements that start from 1, descending in size and importance. In HTML their syntax looks like this:

<h1>Heading 1</h1>
<h2>Heading 2</h2>
<h3>Heading 3</h3>
<h4>Heading 4</h4>
<h5>Heading 5</h5>
<h6>Heading 6</h6>

When rendered by the browser the tags look like this:

Heading HTML example

Rules of using Heading tags:

It’s very important to remember that each heading tag has a specific meaning when it comes to the structure of the HTML page. Search Engine Optimisation can be greatly affected by improper use of heading tags.

If you use <h3> to describe your main heading the browser won’t recognise that this is the most important heading. Remember to stay in order. <h1> then <h2> then <h3>, if you starting a paragraph after <h2> then you can use <h2> again if this is your desire. Only use one <h1> per page, this allows the browser to only need focus on one main heading. Avoid nesting headings too far into your code as the browser may miss them.

HTML – Paragraphs

These elements are used to display a block of text. In HTML its syntax looks like this:

<p>  This is a block of text! Lorem ipsum dolor sit amet, consectetur adipisicing elit.
</p>

The paragraph tag is used to help screen readers to find the text it needs to read. That’s why the alternative text on images is so important, so someone who is say blind can still understand what is happening on screen. Making the internet assessable for all.

HTML – Comments

Sometimes when dealing with HTML you’ll want to edit or remove code. Maybe because it’s not working correctly or you want, for example, a form to be hidden for the time being. Using comments to stop syntax from being read is the best way to do this. This is how you use it:

<!– Comments go between these tags. –>

HTML – Tags

Now you’ve seen some examples of HTML syntax it’s time to discuss the rules of tags, using <p> to explain. When writing syntax most tags have two parts a start tag and an end tag.

<p>Content</p>

The end tag includes the / to show that the instructions are over. When wanting to nest tags within tags, for example, making the text bold there is a correct order that the tags need to be in.

<p><strong>Content</strong></p>

If you don’t write them in order the browser simply won’t render them or you’ll have a confusing mess of symbols!

Sometimes you only want to make one work in your text bold:

<p>More<strong>important</strong>content</p>=More important content

This can get more and more complicated the more you add to the code so make sure to stagger the code in the HTML file so you can read it easier, kind of like how you’d order a list.

Here are some more tags for you to check out

Overview

These are just a few things that you will touch upon during the Principles of Coding (for level 3 Digital Marketer Apprenticeship). But sure to use Codecademy to get a head start there are loads of free resources you can use. If you really enjoyed learning about code and aren’t already doing Digital Marketing Level 3 find out more here

Digital Marketing Apprenticeship – Strategy Tips

Digital Marketing Apprenticeship

If you’re looking to start a level 3 digital marketing apprenticeship, one of the main roles will involve working on strategies to help promote businesses and their content. There are a lot of things to think about, therefore this guide will help break down some of the key elements to be considered in your strategy.

Digital Marketing Apprenticeship
Image from StartupStockPhotos on Pixabay

1. Think of the Marketing Theme

What is the main aim of your digital marketing strategy? A theme can help to focus your ideas and make planning the strategy easier. Think of the main objective of your strategy and craft your content so it aligns with the main goal – is it to understand your audience more, increase engagement, boost traffic to a particular page or product or is it to raise awareness? On social media, reinforce the theme with the use of hashtags and consider a narrative arc for your posts.

2. All About the Audience

A very important aspect of your digital marketing strategy is understanding the audience you are targeting. You need to understand their needs to be able to provide the content, product, or services they are searching for. To define your target audience, categorise by their demographic data (age, location, profession, income, education), define their life stage and lifestyle – are they studying, new parents or retired for example? Think about the behaviour of the target audience such as how they purchase products, where they go online and what competitors do they interact with. This way you will be better equipped to know how to create your content for your audience.

3. Pick your Digital Marketing Platform

There are several different social media platforms for digital marketing, but they all have different benefits for different campaigns. It is paramount to pick the right place to post your content to make sure your chosen audience will see it and engage with it. Twitter is good for short term, real-life, fast-moving conversation with content that needs high interactivity. Instagram is a more visual platform that works well for story telling and connecting people with brands and ideas.  Whilst if you are looking to share viral short form content and connect with communities then Facebook is an effective platform.

4. Create your Digital Marketing Content Plan

For the digital marketing apprenticeship you will have to create content and the type of content will be determined in your strategy. Define what your content is aiming to achieve –try to use ideas that match your aims such as the following.

To entertain:

  • Run competitions
  • Quizzes
  • Create games
  • Share branded videos

To inspire:

  • Collaborate with influencers
  • Set up a community forum
  • Promote events

To convince:

  • Use data sheets and price guides
  • Create interactive demos
  • Share customer reviews

To educate:

  • Create infographics
  • Share demos
  • Produce guides

5. Specify Digital Marketing SEO

In your strategy it is not just about what content you will produce but how you will optimise it, make sure you list your ideas such as:

  • Using relevant keywords
  • Internal linking to relevant pages
  • Using clear structure and subheadings throughout written content
  • Tagging products
  • Using keywords in alt text for images
  • Adding keywords and hashtags to social posts

6. Measure the Marketing Metrics

During an apprenticeship it is important to reflect on your performance and identify what is going well and what could be improved. The same applies to your strategies. It is good to outline what you will use to track the results of your digital marketing strategies. Utilise the analytics tools in the chosen social media platforms you use, dashboards can give a clear overview and you should specify what Key Performance Indicators (KPIs) you want to check. It is recommended to track throughout campaigns, so refer to your strategy which should detail what you want to monitor. Regularly checking the metrics will allow you to amend the strategy, if necessary, based on the insights you review.

Conclusion

A level 3 digital marketing apprenticeship is a perfect way to get involved in the digital industry. During the apprenticeship you will learn all about creating digital and social media strategies, these are just some of the core elements to producing a strategy for success. Learn about more of the skills you can gain from a digital marketing apprenticeship here.

Top Customer Relationship Marketing Tips for Digital Marketers

alt= Happy customer image

What is Customer Relationship Marketing?

Before I can begin explaining the strengths of Customer Relationship Marketing (CRM) in digital marketing, its crucial that you understand what it actually is first!

As an apprentice on the digital marketer standard, you must be able to understand the benefits, limits and constraints of relationship marketing.

Customer relationship marketing is a marketing strategy that cultivates deeper, more meaningful relationships with customers to ensure long-term satisfaction and brand loyalty. It is comprised of strategies to build client support for a business and its offerings with the aim of increasing brand loyalty.

So, why is it important in digital marketing?

Customer Relationship Marketing is essentially the building blocks for a successful digital marketing campaign- it creates a strong base for promotion of a brands products, services, values, etc. A brand may succeed in the short-term without investing in strong customer relations, however they won’t be able to retain those customers for a very long period of time. By focusing on building a strong customer relations base, a brand will develop meaningful connections with their customers which will in turn lead to loyal, long-term stability.

If a customer experiences bad customer service, they will be unhappy. This will most likely lead to bad reviews spread about a brand which can damage their reputation immediately. If a customer experiences good customer service, they will have a good experience of your products/ services which will lead to them leaving positive reviews and feedback about your brand. It doesn’t matter what industry a brand is in, CRM is equally important and the pathway to success because the most effective way of building good brand reputation is through happy customers!

Top Tips for CRM

  • Respond in a timely manner– set a specific time goal for your response time (aim for around 12-24 hours maximum), communicate this clearly on your channels and be sure to stick to it
  • Align your objectives with the customers objectives– even if this means compromising your own goals or plans, the customers needs come first
  • Make your response personal and tailored to them– let them know you are human, you are understanding and adapt a friendly tone to settle them with their enquiry
  • Don’t copy and paste responses– yes, you should follow a good structure with responses to ensure consistency, however they will notice if you have just copied and pasted your response. This will have an even more negative effect than no response at all!
alt= customer with love heart to show brand loyalty

Benefits of CRM in digital marketing:

It’s clear that customer relationship marketing plays a crucial role in digital marketing and determines the success of campaigns. Some of the key benefits of CRM include:

  • Strong return on investment (ROI) when CRM has been applied and demonstrated correctly
  • Positive reviews that create a good image for the brand
  • Descriptive feedback that gives customer insight, giving the brand ideas on how they can improve further
  • Word of mouth spread, increasing awareness of brand
  • Ease of cross-selling and potential change (loyal customers are invested in the brand and are more likely to stick by you through adaptations)
alt= Ticking clock to show long term strategy takes time

Limitations and constraints of CRM in digital marketing

Despite the endless amount of positive implications when a brand focuses on implementing great customer relationship marketing, there are also some limitations that come along with it…

  • It’s expensive- not only is the customer service pricey, promotions can realistically fail to create loyal customers, which leads to loss
  • It doesn’t work for all types of businesses- if you have a one time buy product, this strategy would see the opposite effects
  • Can focus too much on current customers, leading to neglection of new and potential customers
  • Bad reviews can damage reputation
  • This is a long term strategy and therefore it takes longer to see the positive effects than a short term strategy

Conclusion

The key to success for a brand is customers. Without customers, there is no brand. Customer relationship marketing is the best way for a brand to build their strong customer base, however it may not always be the best option depending on the product/ service offering. This is why understanding the pros, cons and top tips of CRM is so crucial for the strength of a digital marketers understanding and capabilities.

If you found this article helpful, leave a review on our LinkedIn, Twitter or Facebook page today. We would love to hear your feedback! 🙂

To find out more technical knowledge, read through the digital marketing standard or occupational brief.