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:

3 Digital Marketing tools which will take your content from good to great!

Your creation tools can be what takes your content from good to great!

We’ve seen firsthand how social media has evolved into a priority marketing channel for businesses today.

A prime place to nurture leads and build business relationships, social is ideal for gathering valuable data when it comes to what your customers want.

Managing all of the moving pieces of social media by hand is a recipe for burnout. Instead, consider how dedicated software allows you to publish more meaningful content and use social media to meet your big-picture business goals.

LinkedIn Analytics

LinkedIn analytics is an analysis tool within the app LinkedIn, LinkedIn analytics measures the effectiveness of your social strategy or ad performance. The LinkedIn analytics tool provides information to social media managers, marketers, and content creators to understand your audience and the type of content they engage with most. On the analytical dashboard you can go through your best posts, your followers and even how you fair against your closest competitors which is tailored by you.

A LinkedIn analytics dashboard is an essential tool to help you understand and grow your social media presence. LinkedIn is a key channel to market to other businesses and increase your employer brand to attract and retain talent and the analytics dashboards only helps you to improve your content resulting in boosting your following.


Mail Chimp is an email marketing platform which allows you to create email campaigns and manage your mailing list. With easy to view data presented on a well displayed dashboard, not only does Mailchimp help monitor your email marketing campaigns, but is also a great analysis tool. One of the best parts of Mail Chimp is that it is a free platform, but their paid plans offer a whole host of features to help take your email marketing to the next level.


Hootsuite is a social media management platform that integrates with Facebook, Instagram, LinkedIn, Pinterest, YouTube and Twitter. Through Hootsuite, you can schedule posts for specific times across social media platforms so that all posts can go live at a time of your choice by the click of a button. It is also a fantastic tool for engaging with your audience by keeping track of comments and messages as well as brand mentions. Hootsuite also offers an easy to use analytics dashboard which shows your top performing content and insights into the posts performance. If you work as part of a team. Hootesuite is all round a must have for digital marketers and who would say no to less effort and more reward!


Now you know about the 3 key tools which will take your marketing from good to great, you can now go and experiment these tools and watch your business grow. The tools you decide to use will vary on your businesses need and budget, but there are great options for all budget sizes. It is now your turn to take your content from good to great!

Digital Marketing Apprenticeship: Boosting Social Media Engagement

Social media engagement

What is Social Media Engagement?

A term heard throughout the apprenticeship of a digital marketer. A measure of how well an online business or brand is doing in its social media efforts. Engagements are shares, likes, comments and any other interactions. Historically, engagement has been a common measure of social media success.

How is it calculated?

Total engagements / Total followers X 100

Tips for better Social Media Engagement

Know your audience – Research into who it is you want to target and find out their interests, what platforms they use and at what times. There is so much you can learn from researching the target audience!

Create interactive content – The more engaging the better! how many times have you gotten sucked into random BuzzFeed quizzes? Interactive content is great because it can create emotions of curiosity, excitement and fun.

Use a social media management tool – Tools such as Hootsuite or Meta business Suite not only allow marketers to plan and schedule content best to fit their audience but also provide analytical features. This means you can track how well campaigns and posts are doing for future success!

Know the difference between Reactive and Proactive Marketing – Marketing campaigns that are proactive require specific preparation before release, while marketing campaigns that are reactive respond spontaneously to current events. Use both accordingly!

Respond quickly to queries – Customer service is key. You want the customer to feel valued always respond in a professional, timely and friendly manor. Keep inline with bet industry practice and your business or brand social media policy.

Somecontent ideas for boosting social media engagement:

  • Host Q&A’s
  • Repost / share relevant content
  • Use National days
  • Follow viral trends
  • Host a challenge
  • Repurpose old content

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Digital Marketing: How knowing the Principles of Coding can save the day! (Html + CSS)

Laptop sits on a white desk with coding on its screen.

Think coding is something that only belongs in The Matrix? Think again!

When you think of coding, you probably picture that famous blur of green numbers whizzing across a black background, or you might think of a hacker on TV breaking into the ‘FBI mainframe’ from a café around the corner. But coding is so much more, and so much less, than that! From simple instructions to format text to creating complex applications and programs, there are endless possibilities when it comes to the magic of coding. And, as part of your Level 3 Digital Marketer Apprenticeship, you’ll learn the very basics of how to code for websites to get you started!

So, what is coding?

Essentially, coding is the way we tell computers to perform certain tasks. These words you’re reading right now? They’ve been formatted using HTML. And this website? That’s been dressed up with CSS. These are the two coding languages that you’ll learn the basic principles of during your Level 3 Digital Marketer Apprenticeship. In the same way that other languages work, coding languages come with their own ‘rulebooks’. Using these rules, you can apply elements of the language to create specific outcomes. For example, using ‘tags’ in HTML, you can create bold text or italic. Similarly, in CSS, you can apply rules that mean all paragraphs are, for example, centred to the middle of the page instead of formatting this manually in HTML.

A laptop sits on a wooden desk with a phone resting on top of it.
Support your new skills with free online and in-app support!

HTML stands for Hyper Text Markup Language and is used for creating Web pages. Originally, it was the only coding language used to create a web page and designs were often simple and awkward to format. Nowadays, it is still the standard markup language for creating Web pages, but it only describes the structure of the page and tells the browser how to display the content with basic formatting (such as headers and paragraphs). The design element of the webpage is taken care of by CSS.

CSS (Cascading Style Sheets) is what we use to ‘decorate’ the HTML structure. This is where colour and design come into play. The way CSS works is by creating sets of rules, e.g. to make all headers appear bold and blue. The further down the CSS code you go, the more specific your rules can be – lower down rules override higher up ones, hence the name ‘cascading’.

But why do I need to know coding?

For the most part, you won’t! You definitely won’t need to know how to hack into any mainframes (that can just be a hobby, if you want!). But understanding how to quickly format your website using basic coding can be essential to making your design stand out from the rest. You can create your own unique design, rather than working from a template, and will have an instant basic understanding of how websites are structured – something which hugely appeals to prospective employers.

Now, while you’re unlikely to need to build a website from scratch yourself as a Digital Marketer, being able to format your content using just your keyboard will save you heaps of time – time you can spend planning your next campaign or reviewing content performance. Plus, if something does go wrong with the website you’re working on, you’ll have a better chance of understanding the error and either fixing it yourself or communicating it with a team member if you have an understanding of the principles of coding. Not only that, but you’ll be able to impress clients by taking their website to the next level with smoother linking, and interactive elements (e.g. quizzes and forms).

Person with long red hair stands smiling in front of a white board.
Take your digital marketing skills to the next level with a bootcamp on the Principles of Coding

If you’ve already learned the basics of HTML and CSS on your apprenticeship (or, you’re just excited to get started!), you can support those learnings with free classes on or via apps like SoloLearn (where you can learn even more languages!).


Learning the basics of coding in HTML and CSS is a great way to get yourself familiar with the structures of websites, and while you might not need to build a website from scratch for your job knowing what’s going on ‘under the hood’ will help you quickly fix problems and format blog posts using just your keyboard!

Website Development | FREE Website Tips

3 Things You Can Implement on a Website RIGHT NOW!

Laptop with statistic on.
Website Development Ideas – Increase Website Traffic 

We believe 95% of websites are not fit for purpose. No matter how big or small a business is, website development is considered one of the most important factors within a marketing strategy. 

Business owners and web design companies have made website development one of the biggest opportunities for small businesses. Why is this? Business owners build or get a website built for them that doesn’t work correctly. This is because they are focusing on design rather than generating traffic, leads, and conversions.

This is why it is important for business owners to understand how they can do this themselves. Here are three of our most important tips for upgrading a small business’ website. 

3 FREE Website Development Tips for Small Businesses:

1. Get Found in the Main Service Location 

With this 2-minute task, you can effortlessly rank a website by optimising the homepage SEO in three steps. 

Firstly, complete the following: 

  • Know what your search terms/keywords are 
  • Identify the main location you provide your service in 
  • Decide on your strongest USP (why should people choose you) 
  • Decide on a strong CTA (e.g. offering a free quote or phone call) 

Now, optimise the following SEO factors: 

  • Page Title – You have 70 characters to include your keyword + location (e.g.” Apprenticeships in London”), if you have remaining characters enter your business name (e.g. “Apprenticeships In London – Apprentice NOW”). 
  • H1 Title – Make sure your H1 title on your homepage says the exact same words as your title does (e.g. “Apprenticeships In London”).  
  • Meta Description – Edit your meta description (max. 240 characters) do this in 3 stages: 
  1. Long-tail keywords -Extend your initial search term with relevance (“Recommended Apprenticeship Company In London”). 
  2. Service USP – The benefits of your business (“Offering government approved apprentiships with qualified experts.”). 
  3. Call To Action – Make them want to click on your link (“Visit our website for FREE career advice.” ). 

2. Optimise Website Headers 

Rather than using headers to boast about the business, use them to create attention and customer value. 

A website displaying all about ‘you’ in the headers will not draw attention. Headers are intended to entice potential consumers by explaining how their problems can be solved. 

So, how do you do this?  

Spend time reviewing and editing all of the headers. These should be relevant to the page’s content yet address the customers directly. 

Important: If you don’t already have headers, you should add them right away! 

Website Design with Solution Focused Header
Website Development Ideas For Small Businesses 

3. Improve Call To Actions 

Improving call to actions is not about providing a better sales pitch, but rather adding value to the customer. 

How can you do this?  

Change the call to action buttons to offer something of value for free e.g. a free introduction call or a free piece of advice.  

This allows customers to get a free taste of the business and they’ll come flooding back because they know what they are getting is of value. 

Get inspired by some of the best call-to-actions here.

Don’t wait around to implement these, customers are ready and waiting for you! 

If you found this helpful and you’re interested in finding out more about digital marketing, click here.

A Level 3 Digital Marketer: Technical Tools and Tips

Tablet Displaying SEO Report

In a Digital Marketer Apprenticeship a range of duties are involved which means a variety of tools and skills are required. We will go through the technical tools and tips to help tackle some of the skills which are to be covered in the Digital Marketer Apprenticeship standards.

What does a Digital Marketer do?

Before we look at what technical tools and tips a Digital Marketer might use or need, let’s first look at what responsibilities and tasks the role may involve.

A Digital Marketer might be required to manage social media channels, monitor website traffic and create and review email campaigns. Within these responsibilities, certain tasks may need to be carried out such as responding to social media enquiries or run and review social media ads and their performance, look at website content and update it where necessary and create marketing briefs to share with different departments about an upcoming planned email newsletter.

What skills and knowledge do I need to cover in a Digital Marketing Apprenticeship?

There are many different technical skills and knowledge which can be applied in a Digital Marketing Apprenticeship. Some of the following are examples of what technical aspects should be applied throughout a Digital Marketer Apprenticeship:


Research is important in the role because it will help with managing a campaign or the user experience. When creating and managing any campaign, research should be carried out to understand what customers are interested in and how they have engaged with it which could be shown through using previous post or email campaign results or from competitor research. The information gained from the research carried out can help determine what topics to cover to engage users as well as what channels work better to reach different audience segments. This can help improve user experience because information has been provided to them in a way which is the most suitable to them and because it has been provided to them it has been convenient to them.

Customer Service

It is very likely for a Digital Marketer to use customer service as a technical aspect as a part of their role and this is because good customer service needs to be implemented during any campaign or on any platform. In a campaign, good customer service will be used when it makes a content accessible and it is clear on the purpose and what the customer needs to do next. On platforms, such as social media, good customer service will need to be used when replying to enquiries which could be in the form of a comment or direct message.

Digital Tools

Digital tools are essential in a digital marketing world and there are many different tools which can be used to help create, manage and analyse campaigns, so this is an essential technical aspect of the role. The use of each tool needs to be appropriate for its purpose because different campaigns and platforms have different requirements.

What tools and tips can be used to help with my apprenticeship?

There are a range of different creation, research and analytical tools and websites which can be used to help perform and complete tasks. The type of tools which can be used are down to preference and purpose such as does it provide enough information to complete the task.

For example, if you were to create and add a new product to a website you may want to use the following tools to help with the campaign:

Creation Tools

One creation tool which is mainly free to use is Canva, where there are many different features to create visually appealing and simple images or videos. The tool offers a range of templates which are tailored to many platform size requirements or recommendations along with the option to add shapes, elements, text or images.

Branding can also be maintained with the use of setting up a brand kit in Canva so posts which could be used on the website or on social media can easily be identified and matched with the company name and image. Canva can also be used as a collaborative tool where team members can be added so projects can be viewed and edited by multiple people at one time.

Research Tools

Google Trends and Google Alerts can be set up to help understand what the public needs and interests are. This will help to develop what the majority of customers are looking for in a product and how they are searching for them.

The platforms can also provide updates on the trends and articles which are becoming popular and this is done by setting up keywords on the site which will trigger a notification for a set time period, e.g. weekly, and provide a list of articles and headings which contain a keyword from the list.

Analytics Tools

Google Analytics is a free tool which can be linked to the website and different types of traffic like organic, direct, social, paid and referral, which can be monitored to understand the performance of sources as well as help improve SEO.

Other reports can also be viewed such as audience demographics and behaviour to identify the target audience as well as behaviour where the top visited landing pages can be viewed which can help identify trends.

If you are interested in a Digital Marketer Apprenticeship, then please contact our team today! Or if you want to learn about other apprenticeships then please visit our blog.

Digital Marketing: What is the Customer Life Cycle?

If you’re a level 3 digital marketing apprentice, or simply a digital marketer looking to improve your company’s marketing strategy, then understanding the customer life cycle will prove to be an important factor in your marketing efforts.

In this article, we’ll cover the five stages of the customer life cycle, the best tools to manage it and some effective strategies to improve your business’s customer retention.

What is the Customer Life Cycle?

The Customer Life Cycle is a process that follows the pathway of a customer first becoming aware of a product through to them completing a purchase and becoming a long-term customer. Understanding the stages of this journey will help you to better retain your customers at every step.

Large digital billboard

Stages of the Customer Life Cycle

1. Reach

This stage is all about ‘reaching’ out to your potential customer, making them aware that your brand/product exists as they search the internet looking for an answer to their problem.

The customer that you are trying to attract at this moment is still deliberating and searching around comparing different products. It is your job to make sure that whatever you are selling is being seen so that it be added to their considerations.

Organic and paid search marketing methods will be crucial to attracting their attention. Featuring at the top of Google’s SERP and being featured in ads as they browse online, will ensure that you get the exposure you need.

You have succeeded at the ‘reach’ stage once a potential customer reaches out to you for more information. This can be via a website enquiry, email sign-up or a comment.

2. Acquisition

Now that a customer has reached out to you, they’ve entered into the ‘acquisition’ stage. This part of the process is all about the customer deepening their association with your brand.

This can be through an over-the-phone discussion, or through reading information on your website. At this point, you’re standing out from the crowd and are beginning to hook them in. They are learning more about you and you are helping them with any questions they have.

3. Conversion

Now that the customer is happy with the information you could provide them and the support you have given, they have chosen to become your customer.

This moment is known as a ‘conversion’ and it’s a big moment in the process because this means that your service is offering value and is standing out against similar brands on the market.

Conversions are what keep your business running and help you to make profits. However, the journey doesn’t end here! A conversion is an opportunity to create a long-term customer that returns for more.

Online shopping with credit card

4. Retention

As its name suggests, ‘retention’ is about retaining a customer that you’ve worked hard to gain. In many ways, getting a customer who has already bought from you to buy again is an easier job than getting a completely new person to do the same thing. Because of this retention is invaluable to building a large profitable customer base.

To better retain customers, you’ll want to find out how they feel. They’ve just completed the buying process and you need to find out first-hand what worked or what didn’t work in your process. To find this out, customer service surveys and satisfaction scores will help you to collect information about this.

Exclusive perks may also be offered to encourage customers to return. Discounts and bonuses will encourage loyalty to your brand and will help improve your brand image.

5. Loyalty

If you’ve successfully implemented retention strategies, then you’ll have earned yourself a following of loyal customers that return to your services to buy more.

These loyal customers will now become an important tool in your marketing strategy as they’ll use word of mouth and social media to rave about your services to other people. This will further increase the reach and awareness of your business and will greatly improve sales of your services.

Tools to help you improve the customer journey

Now that we’ve looked at the five stages of the customer lifecycle and why they are important, what tools can you apply in your business to help manage and track a customer’s journey?

As mentioned in the ‘reach’ stage of the customer life cycle, search marketing is an important factor in getting your service seen by other people.

Search marketing can be both organic (SEO) and paid (SEM) and allow your website’s content to rank higher up Google’s search engine results page (SERP). The higher up you can get your product to display, the more likely casual users of the internet will see what you’re selling.

With this in mind, there are a wealth of tools on the internet that are designed to educate and help you to improve both SEO and SEM. Below is a list of some our favourites:

  • – Neil Patel is an SEO expert whose website is dedicated to helping you learn and optimise your website for search engines
  • – Ahrefs is an easy-to-use and interactive website filled with guides and video demos on how to improve your digital marketing efforts
  • – Moz is a great website for measuring and tracking your and rival website’s SEO scores

If these options aren’t quite what you’re looking for, then check out our article on digital marketing tools here!

It’s also important to know how your customers are feeling after they’ve completed the buying process. There is a range of customer feedback tools to check out to help your business record information on their customer base.

  • – Mopinion acts as an all-in-one platform to measure the feedback across all of your digital channels. Mopinion makes collecting feedback easy
  • – Feedier allows you to collect direct and indirect feedback through a range of forms
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Understanding the stages of the customer life cycle is critical in managing a customer’s journey every step of the way. Small changes in your processes can go a long way to retaining customers and creating a sustainable long-term business model for your company!

If you’re a digital marketing apprentice or want to learn more about digital marketing, check out our other informative guides using the link below.

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Top Digital Marketing Tools to Check out

Are you close to starting your new digital marketing role and want to prepare? Or are you simply curious about digital marketing tools and are looking to upskill? Then the tools listed below will be great to add to your skillset. The more tools you are familiar with the more versatile a marketer you will be.


Envelopes fly out of a laptop into the air to demonstrate emails being sent

Beepro is a great email builder that is simple and easy to learn yet provides the complexity to create your emails how you want. You have the option to insert rows, content blocks, HTML code and then when you’re done simply copy the emails HMTL into your email marketing software. Beepro is a simple yet great piece of software that will have you creating lots of emails within a short span of time thanks to its intuitive design. It will go very well with your other email marketing tools.

Google Analytics

Analytics, Google Analytics, Stats

You’ve probably heard of google analytics, the software created by Google that allows you to view the performance of your web pages. For any marketer it’s invaluable. Thankfully Google has created several online courses that you can complete to really familiarise yourself with it. Any kind of data can be seen, from the user’s device to the amount of time they spent on a page. The links people click on are broken down by the UTM source the click originated from. There’s quite a lot to digest with google analytics, but you’ll thank yourself if you take the time to sit down and learn it. You may find it to be one of the best marketing analytics tools around!


Letters lined up spelling SEO

For any SEO marketers out there or people simply needing to do a bit of keyword research, SEMrush is one of the best options. You can search for keywords based on a certain phrase and view their difficulty to rank for, search volume and even user intent! SEMrush will even provide an SEO overview of your site with any technical issues highlighted and various aspects scored. In addition to this, you can also research the backlinks of other websites as well as your own. SEMrush also has its own learning material which covers the many different areas of the tool and will get you up to speed in no time.

Active Campaign

Man typing on computer

Active Campaign is a CRM software that allows you to do many things. It encapsulates your entire database while also including a built-in email marketing software that allows you to create emails (Or import via HTML) and build out audiences via segmentation. You can use the automation tool to build out email automations that trigger when certain conditions are met. For example, if somebody opens an email but doesn’t click a link, you can set up an automation that will send them a follow-up email encouraging them to follow through.

You will find lots of reporting tools here as well that let you check out the performance of your email marketing campaigns and compare any split tests you have done. Once again, training on the software is available and will help you learn about everything this great software can do.


Someone clicking on a Canva ad

Canva is a tool that lets you create simple graphics used for email headers, social media posts and more. You can upload images to use in your creations and alter their colour and effects. There’s plenty of imagery to use within the software itself and the creative ones among you will find lots of value in the options that Canva presents. You can easily share your designs with other people and create folders to organise them as well. 

Hopefully, these digital marketing tools provide useful for upping your marketing game. Check out some more digital apprenticeship-related posts below ⬇️

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Top 6 Social Media DO’S and DON’TS

Social Media

The prospect of using social media for business can be daunting. However, having a social media presence is something that today’s consumers expect from brands, which means that a lack of it usually rings alarm bells. 

But simply having a social media presence is not enough; you need to know how to use it properly and stay on top of best practices if you want it to impress your customers and yield a strong ROI. When used and managed properly, social media can help boost brand awareness for your business, drive traffic to your website, grow your customer base and even increase revenue.

With these attractive prospects in mind, we have compiled a list of the top 6 social media dos and don’ts to help you avoid common mistakes and get the most out of your social media business profile.

1 – DO set clear goals and objectives

If you’re looking to achieve a strong ROI from your business social media activities then you need to start by setting clear objectives. These should reflect and complement your overall business goals, and can be anything from driving conversions to building brand awareness and improving customer experience. Setting numerical values and deadlines can also help keep you focused – for example, you could set an objective to increase landing page traffic by 20% by the end of the next business quarter.

Without setting clear goals to measure against, you will never truly know if your social media activity is having any tangible effects and, even if it is, you won’t be able to prove it.

2 – DO analyse and track activity

As you’ve set goals and objectives for your social media performance, it follows that you should also have an established system for analysing and tracking your activity and results. There are many different tools and social media management platforms to help you do this, including Hootsuite, Sprout Social, Socialbakers, Google Analytics and, of course, the built-in analytics tools on each social media platform. With these tools you can track everything from engagement (clicks, likes, shares, comments) to referral traffic, assisted conversions and revenue, plus a whole lot more.

Measurement is potentially the most crucial ‘DO’ in using social media for business. It can help you prove your successes, guide future campaigns and pinpoint any failures so you can learn and quickly change direction if necessary.

3 – DO make good use of social media advertising and promoted content

There are two ways to use social media for business: organic (which is free to use and publish) and paid. Paid social media is an extremely cost-effective method of promoting your business, costing a fraction of the price of traditional advertising methods. Paying just a few pounds can significantly boost the reach of your social media posts and content, ensuring it is seen by more of the right people at the right times and in the right places. Assuming the posts you’re promoting contain useful content with clear calls to action, this additional exposure can help drive more conversions and revenue for your business than if you relied on organic social media posts alone.


4 – DON’T overdo it

Posting too often on your business social profiles can be just as harmful as not posting often enough. According to research by Sprout Social, 46% of social media users will unfollow a brand for posting too many promotional messages on their profiles, which means you need to restrict your output or risk losing customers.

5 – DON’T use all social media platforms for the sake of it

Not all platforms are necessarily going to complement or suit your business type, ethos or objectives. You should avoid setting up profiles across all channels just for the sake of having a presence there, as this can dilute your brand and do more harm than good. Know your audience and choose carefully.

6 – DON’T get hung up on numbers  

And finally, you should never get too fixated on numbers when it comes to your business social media profiles. This is where quality over quantity really comes into play. Often the real value is found in the amount of engagement you’re receiving, and the type of people you’re receiving it from. These are the things that can make you the real money, so pay more attention to these instead.

An apprentices how to guide to Digital Marketing Strategy

A person taking notes in a notebook
Digital marketing apprentice making notes

A How to guide of a well-thought-out digital marketing strategy to help you achieve your goals. Includes analysis, social media, SEO, positioning and metrics.

Create your digital marketing strategy in just 5 steps:

1. Situational analysis

One of the first things to do when developing a digital marketing plan is to conduct an internal and external analysis (SWOT analysis) of the business. A useful framework is a SWOT analysis, which allows you to view the strengths, weaknesses, opportunities, and threats to your business and the overall market. This in turn will help to determine the best area to focus your marketing efforts.

It is important to be familiar with the ecosystems in which we operate, what the customers’ needs are and where they are being address. This analysis is both qualitative and quantitative because it takes into account factors such as digital habits, mediators, and influencers and more.

Implementing benchmarking techniques is a very common practice for companies to identify best practices and success stories and extract examples for your digital marketing plan

Once you have a place in the market and keep your strengths in mind, set some goals to get a clear idea of ​​where you should act. Everything you plan must work towards achieving those goals

2. Digital Marketing Goals

Your digital marketing goals should use SMART objectives, but what are SMART objectives?

SMART objectives should be:

Specific – Objective should be clear and precise

Measurable – Include a measure that allows a business to track the progress and determine when a goal has been achieved, in terms of quantity or quality

Attainable – Is the objective realistically achievable. Objectives should be challenging but possible. Data from previous campaigns/objectives can be used to inform future goal objectives.

Relevant – Is the objective relevant to what the business needs/wants to achieve

Time-bound – A specific date should be agreed upon by which the outcome must be achieved. This also contributes towards making the objectives measurable.

Digital marketing strategy graphic with planning on calendar
Laptop with a digital marketing graphic on the screen and a person holding an Ipad with calendar on it

3. Marketing Strategy should include:

Audience segmentation

Audience segmentation is a strategic marketing exercise that is used to develop subgroups within your client profiles based on different characteristics such as:

Demographic – location, gender, age, ethnicity, education, income, etc.

Behaviours – online shopping habits, social media sites, devices they use, etc.

Psychographic – beliefs, values, and attitudes

Geographic – Where your target market is


A positioning statement describes how a certain item, service or brand meets a specific consumer need in a way that differentiates it from competitors. Positioning is the process of finding a suitable market niche for a product with the aim of becoming well established in that area.

Content strategy

Content strategy is important to attract, engage and retain customers. This can be done by creating relevant blogs, videos, podcasts, and other media. A successful content strategy will attract your target audience at every stage of the funnel and keep them engaged even after a purchase.

When creating a content strategy, key things to consider include keyword research a content calendar and social media posting.

Keyword research can tell you what terms people are actively searching for, the competitiveness of those keywords, and help guide your content marketing plan to increase organic search visibility, rankings, and traffic.

A content calendar is key for ensuring your strategy makes sense. Your content should be planned and made with intent in order to provide value and optimise your resources. If your social media posts and other content are made in advance, it can be automated to publish at the optimal times over different platforms to gain the best engagement and conversion rates possible.

Read about social media strategy here

4. Digital Strategies and Tactics

What strategies and tactics are you going to use in order to achieve your goals? Tactics include:

  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Social Media Marketing (SMM)
  • Content Marketing
  • Email Marketing
  • Pay-Per-Click (PPC)
  • Influencer Marketing
  • Customer Relationship Management (CRM)

Click here for guide to popular digital marketing tools to help implement and achieve your goals

5. Measuring Results & KPIs

The final step after planning and implementing a market strategy is to measure the results. KPIs (Key Performance Indicators) are quantifiable measures used to evaluate marketing campaign performance. Data analytics help to measure the success of a campaign and to inform of what could have been better. All of this information is useful and can help correct what didn’t work in future campaigns. There are plenty of tools to help with analysis and data visualisation. Data Studio is a great tool for data visualisation and report building

Implement all of the steps into your content strategy and you will be well on your way to achieving your goals