Understanding the 4 Basic Principles of Marketing

Are you creating Marketing campaigns for your company? Do they fit your product and company’s goals? Read this blog to ensure you have a good understanding of the 4 Basic Principles of Marketing.

Introduction of the 4 Principles of Marketing

In this section I will help increase your understanding of the 4 Principles of Marketing (4P’s) also known as the marketing mix. The 4P’s are a set of actions a company will use in order to promote its brand, product or service to its targeted market. They key principles involve a framework that helps companies producing goods or services recognise the strategies and tactics they need to consider in order to succeed.

For a business to stand out in a highly crowded marketplace a great marketing strategy is vital. The four steps that marketing revolves around are Product, Price, Promotion and Place. All concepts are compatible and mix well together in different ways, which ultimately will drive product adoption within your targeted audience.

The market is constantly changing which can be unpredictable and overpowering at times. The strategies you build from sustainable marketing principles will ensure your company has long-term stability.


The first component of the Marketing Mix.

Product is undoubtedly the core component of the marketing mix as the product or service you are advertising is the face of your brand. You need to do thorough long-term market research to ensure you are selling a product that is going to be profitable. Do customers really want it? Is there a need for it in the marketplace? Does it have a strong demand?

Using Market segmentation can help you identify key considerations allowing you to deliver a product that your target audience are engaged in. Your focus needs to be on solving the problem for your customers, addressing the key benefits the product has and persuading them that this is something they really need and want.


The second component of the Marketing Mix

The pricing strategy for your business is critical to the success of your business therefore thorough market research needs to be actioned. Having the correct pricing strategy as well as focusing on quarterly or annual goals will help your company grow within the market. You will need to determine the market value and understand what your customers are willing to pay before setting a price. Marketers need to consider the product’s real and perceived value as well as supply costs and any discounts you may offer.

Pricing influences how customers perceive your product. If you assign a product higher or lower than the price that customers was expecting this will affect your overall number of sales and leave a negative impression.

Assign the price of the product too high, the potential customer may be off put and automatically go to your competitors to find a better deal. Assign the price of the product too low, potential customers may question why it’s so cheap compared to other competitors in the market e.g. Maybe it’s not good quality? Maybe it’s not good hence the low price in order to sell?


The third component of the Marketing Mix

Place is more than just physical locations, it refers to anywhere you may sell, market, or distribute your product. This is where the product or service you are selling is available for people to purchase, either in a physical shop or online website. You will need to use your market research skills to find out what locations are the most convenient for your target audience.

In this modern age more individuals are using the internet including social media sites to find products that interest them. Social media is a great place to increase brand recognition and digital presence online as your posts are visible to a large scale of people. It is also a very effective way to target multiple audiences at once and link them straight to your company website. Engaging your audience online will make a huge difference to your overall success and increase sales.


The fourth component of the Marketing Mix

Promotion raises awareness about your company and products or services you have to offer. It is every type of marketing communication that you have send out about a product to your targeted audience.

It allows you to hand out information about your products and reasons why our audience should use them. Communicating with your target audience is key to effectively promote your product and gain a higher engagement rate. You should take time to research the best ways to do so.

Here are some examples of ways to promote your business –

  • Social Media Marketing – Advertising through social media platforms such as Facebook, Twitter, Instagram
  • Content Marketing – Blogs, Videos, E-books etc.
  • Email Marketing – Advertising through a mailing list of subscribers
  • Search Engine Optimisation (SEO) – Boosts your search rankings online
  • Sales Promotions – Short term promotions or deals

I hope this article helped you increase your understanding of the 4 key marketing principles!If you want to learn more about Digital Marketing, why not take a look at the Digital Marketing Level 3 Apprenticeship, expand your knowledge now!

Alternatively read more of our interesting blogs about Digital Marketing here

Key KPIs that all marketers should know about.

Firstly, what do we mean by KPIs?

Key Performance Indicators are something that all marketers should know about, as these metrics can take your business to the next level. To keep it simple, Key KPIs support you to come up with strategic plans, operational improvement and reaching targets for your business.

Examples of Key KPIs that can influence your business

Sales focused KPIs:

  • Customer Lifetime Value (CLV): This KPI represents the total amount of money that a customer is expected to spend on your products over the entire business relationship.
  • Cost Per Acquisition (CPA): This KPI represents the total sales and marketing cost required to land a new customer. By comparing CPA to CLV, businesses can measure the effectiveness of their customer acquisition efforts

Traffic focused KPIs:

  • Social Media Traffic: This KPI similarly tracks the views, follows, likes, retweets, shares, or other measurable interactions between customers and the company’s social media profiles.
  • Clickthrough Rate (CTR): This KPI measures the number of specific clicks that are performed on social post or email distributions. For example, certain programs may track how many customers opened a social post or email distribution, clicked on a link, and followed through with a sale.
  • Bounce Rate: This KPI calculates the percentage of visits to a web page, where users don’t interact and immediately exit the web page. This can be a good indicator to work out if your home page is engaging enough to keep users interacting on site.

Email Marketing Campaign KPIs:

  • Email OR (Open Rate): This KPI highlights how many users have opened your targeted email, compared to those who have not interacted. If the OR was poor, a business may look to improve their subject line and pre header for example to entice users to open their email next time.
  • Email UOR (Unique Open Rate): Your unique open rate tracks the number of individual users who open your email. The difference between OR and UOR, is if one of your customers opens the same email three times, it only counts as one unique open so this can seen as a more accurate approach
  • Email Delivery Rate: Email deliverability rate tracks the number of emails successfully sent to a recipient’s inbox.

What KPIs you should select:

For example, if you’re running a brand campaign one of your key objectives would be reach and awareness which relates to the traffic KPIs listed above. This is because if you want users to be aware of your content, you will need to work out how to achieve Social Media Traffic, CTR and a low bounce rate.

On the other hand, you may be running a specific Email Marketing Campaign and your goal could be to ensure that your EM (email) is delivered to all targeted users. Once you have a clear understanding of your Email Delivery Rate, you can then set realistic goals across the board for your EM campaign. This could be looking deeper in OR and UOR and setting realistic targets.


You should now have a much broader understanding on how KPIs help your business to understand if the strategy is working or may need tweaking. We can also agree that without KPIs, businesses cannot find what is working well and which process requires improvement. Therefore, it’s also clear that having structed KPIs can motivate your employees. This is because by setting targets and measuring progress, KPIs can help to keep employees focused and motivated.

If you’d like to learn more about Digital Marketing, take a look at the Digital Marketing Level 3 Apprenticeship to take your knowledge to the next level!

What to Include in an SEO Audit for Digital Marketers

A woman working in a cafe on Google Analytics

Why are SEO Audits Important?

An SEO Audit allows you and your client to understand what improvements can be made. An in-depth look into content that could be improved, added, and removed. While also analysing it against your competitors to help you understand your targets and goals. 

They are also important so you are aware of the site’s health. If the website is performing poorly then this can have an effect on ranking. For example Google ranks mobile first and if the site has a poor mobile site then Google will be less likely to rank the website on the first page of a the search engine which is the main goal of SEO.

Where to start with an SEO Audit?

So now that you’ve started your new career in Digital Marketing it can be difficult to know where to begin when it comes to creating your first SEO Audit and what to include. This is your guide to get you started, but bear in mind that SEO involves creativity and you will develop your own ideas and strategies that you find produce results. 

The first step that I would suggest is to run an audit. There is various software out there that you can use but for the purpose of this article I will be talking about SiteBulb. Sitebulb is an auditing software that gives an in-depth analysis of a website with the choice of running regular audits to keep up to date with a website’s health. It covers areas such as SEO, Security and Performance. Each section details issues and insights into how to improve the website. They are prioritised with high, medium, and low to help you decide on what to tackle first when you start to make improvements. You will want to document each issue/insight for your client, with a description of what the issue is. Sitebulb will give you these descriptions however some of these may be too technical for a client to understand so they may need to rewritten in a simpler format. 

Importance of Site Speed

In an SEO audit there should be an overview of Site Speed. This is important because if a site is taking too long to load then it can increase the bounce rate. It is recommended that it takes no longer than three seconds to load a website. 

A great tool for checking site speed is Page Speed Insights

Keyword Research 

A keyboard with the keys spelling keyword research

Depending on the time scale or the depth of the audit which has been requested it will inform you on the level of keyword research you should provide. There is initial keyword research where you can cross reference to competitors if you are aware of them. Consider looking at the first 20 positions the client is ranking for and what you think will be easiest to create content for and improve the ranking, these can sometimes be called low hanging fruits meaning they are easy to pick. 

An in depth keyword research would include research into what they are already ranking for but also what they could rank for. Create a spreadsheet detailing each page on the website and pick four to five keywords with their search volume. Tools that are useful for this SEMrush and Google Keyword Planner. 

You can always decide on what else to include as your skills and knowledge develop throughout your apprenticeship. However this is to guide you on where to start. The greatest thing about SEO is it’s always evolving so your skills can too meaning there is always something to learn. If you are looking into what’s next after you digital marketing apprenticeship or if you would like to start your journey into digital marketing then get in touch with us

Paid & Organic Social

Have you ever wondered what the difference is between paid and organic social?

Are you considering taking on a Digital Marketing Apprenticeship? There is a lot to digital marketing and one key is social media. We all use it every day, and we see so many different contents from organic to paid.

What the difference between paid and organic social?

Organic social is any social media content without any paid promotion. This helps build and engage with an online following. Whereas paid social is anything that is paid advertisement. You will see people/brands with the hashtag #ad or paid partnership or sponsored.

Organic shows their content to their online following whereas brands pay social networks to display to audiences beyond their followers.

Paid Social

Paid social is advertising on social media platforms such as, Meta, Twitter, LinkedIn, YouTube, and TikTok. It’s where you pay to have your content boosted so there is a higher chance of people seeing it. This can be through having an ad displayed on a social media platform in various kinds of formats such as video, text, image, reels and carousels.  

The Pros and Cons of Paid Social.


  • Higher chances of reaching your target audience (demographics, interests, behaviour, and connections).
  • Drive more high-quality traffic to your site. 
  • Expands the reach of your brand.
  • Boosts your content and gain more exposure.
  • Influencer marketing.
  • Boost conversion rate (generate new leads, convert new customers, retains existing customers, and retarget audience that did not convert before).


  • High cost.
  • It needs to be monitored consistently.
  • It is only temporarily effective.

Paid Social Goals:

  • Reach a big audience quickly.
  • Reach an entirely new targeted demographic.
  • To push your best content.
  • To target a specific audience.

Organic Social

Organic social is the best way for getting people’s attention without costing a penny. This is through a variety of forms of content marketing such as writing blogs, scheduling social posts, and reposting other people posts. With organic it’s all about building your community, engaging with your customers, and telling your brand story.

The Pros and Cons of Organic Social.


  • It is free.
  • You are building a brand community and brand loyalty.
  • Gaining insights and feedback from your audience.
  • Maintaining your online presence.
  • Use hashtags to develop a free campaign.
  • Show and tell your brand story.
  • Build customer relationships.


  • It can take a while to become effective.
  • Most of the time it’s only directed to your current followers.
  • Algorithms are always changing which can affect your content being seen.

Organic Social Goals:

  • Engage with your audience for a continuous time.
  • Building relationships by providing your audience with the right content.
  • Always being there for your customers and providing support.

Are you interested in social media and want to learn more about it? Take a look at what Digital Marketing apprenticeships we have on https://www.apprenticetips.com/

Follow our social media channels @appreticetips for more tips and information about apprenticeships. Plus sign up to our emails for any updates, latest trends and key information.

Everything You Need to Know About Audience Targeting

A Guide to target audiences for Digital Marketing Apprentices

Graphic of a target with people around it

So you’ve come to the point in your apprenticeship when you have more responsibility for your campaigns and you don’t know where to start. With there being so many components that go into planning campaigns, like creatives, devices, budgets and more, it can be tricky to know what to start planning first. We look no further that this because we’re here to set you up for success.

As a marketer, you want to deliver the right message to the right people at the right time and the right place

Everyone is not your customer. Not everyone is going to be interested in the product or service you are advertising, which is why is it so important to define your target audience before anything else. In this article, well highlight some of the different way you an segment and identify your target audience.

What is a target audience & Why are they Important?

A target audience is a specific group of users with shared characteristics who are most likely to be interested in the product or service you are advertising. You would typically segment your audience by demographics, geographic, psychographics and behaviors. Below are some examples of each of these segments:

DemographicsGeographics Psychographics Behaviors
– Age
– Gender
– Income
– Level of education
– Profession / Role in
– Company
– Marital Status
– Language
– Country
– City
– Region
– Postal Code
– Personality
– Traits
– Hobbies
– Life goals
– Values
– Beliefs
– Lifestyle
– Spending habits
– Buying habits
– Browsing habits
– Interactions with brands
– Loyalty to brands

Defining a clear audience will help you create a message that will appeals to the type of people who are most likely to convert. Consumers want a brand that understands their challenges and provides solutions for them. In turn, this will build a strong relationship between you and your customers. However, in order to do this you will need this to find out more about their needs and challenges…

Empathy Maps

An empathy map is a visualization tool which helps marketers identify and understand their audience’s situations and feelings. Empathy is a common synonym to “being in someone else’s shoes” and is a key skill for marketers to have, as it allows them to take on their customers perspectives.

Empathy maps vary in size, but all of them should include the following four points

  • Say & Do – What the customer says about a product or brand. How do they interact on the internet… do they use social media? What actions and behaviors have / do they adopt and how do they interact with products and brands.
  • Think & Feel – What do they think about when they interact with a product? What occupies their thoughts and what matters to them? How do they feel when interacting with a brand? What do they get excited about and what worries them?
  • Hear – Who and what influences them and where do they find this? Celebrities? Social Media influencers? Their friends and family?
  • See – What do they see, day to day, in the environment they are in? What does this environment look like? What type of people or products are around them?

Below is an example of an empathy map, and some questions you can consider when creating one…

By producing an empathy map, you gain an understanding of your customers needs and wants. As you identify what you know about your audience, place it on an empathy map to gain a more holistic view of the users world.

Empathy maps serve as a foundation to another method of audience planning, which is more personal and involves thinking about a particular user in your audience. Customer personas represent a real person in your audience and have more human characteristics like name, age, motivations, personality, age and interest.

Customer Personas

Remember having an imaginary friend when you were a child? Marketers have them too, but in this case, they’re called customer or audience personas and they are an especially helpful too when defining your target audience. Customer personas remind you to put your audience’s wants and needs before the businesses’. As a result of this, you’ll be able to create better content that will appeal to the people you’re trying to target.

Customer personas are brief documents that encapsulate data about your target audience. They allow you to:

  • Build empathy for your customers and evaluate messaging from their perspective.
  • Give data context and a human face.
  • Help your business have a shared understanding which will help in decision making.

Take a look at this example of what a customer persona might look like and what questions you can ask yourself when creating one.

Some important things to note:

  • Don’t use gender unless it is consistently true for the customer or unrelated to why the persona would want your product/service. For example, if you’re promoting a Football brand, don’t specify your persona as a male because woman can enjoy football too.
  • Keep it simple.
  • Consider if a name and photo is actually helpful or weather it creates a bias.
  • Use real customer research and quotes.
  • Don’t make things up.


Having the responsibility of planning a campaign when you’re still new to the advertising industry can be scary. One of the most important components of any campaign is the target audience. If you target too broad of an audience, then you run the risk of wasting money on impressions from users who will not be interested in your brand / product. By defining a clear target audience, you can ensure that your advertising is being see by users who are the most likely to want you product and convert, which is what advertising is all about!

To learn more about digital marketing and digital marketing apprenticeship tips and advice, check out our other blog posts by clicking here.

Level 6 Senior Insurance Professional Apprenticeship

Do you have strong technical knowledge and a passion for helping people and businesses? If the answer is yes, then a Level 6 Insurance Professional apprenticeship could be for you! Insurance touches the lives of millions of people and assures them that if the worst happens, these companies will be there to support them. Have a read through this article to work out if this apprenticeship could help you progress in your career.


This apprenticeship will develop skills needed to work at a senior level in the incredibly diverse insurance industry. It covers a wide range of roles from managing internal operational processes to externally managing clients. You will need strong technical competence and the ability to apply and adapt this to various scenarios depending on their size, specialism and business model.

Knowledge Required

All senior insurance professional job roles require the following skills and knowledge:

  • Insurance Market – You will have an in depth understanding of the ever changing and composite needs of the insurance market and the diverse range of products and services to meet the needs of clients.
  • Risk & Regulatory – You will understand the Financial Services legal and regulatory framework, as well as the ethical principals reinforcing them. You must be proactive and understand new or changing legislation and legal practices on the insurance sector. Have an understanding of the impact of exposure to risk and strategies to manage, mitigate and transfer risk.
  • Clients & Colleagues – You must be able to build strong internal and external relationships and have a thorough understanding of the company’s culture and customer service standards.
  • Processes & Procedures – You must be able to form an understanding for the processes and procedures within your role and how these are impacted by the market. You will be able to evaluate how these support the delivery of the objectives of the business.
  • Commercial Awareness – Have an understanding of the insurance market and how competitors can affect the business and market position, as well as use this knowledge to develop the organizational strategy.

Skills Required

  • Technical Ability – being able to apply specialist technical knowledge and experience to unfamiliar and challenging situations.
  • Relationship development & management – Networking proactively with clients, customers, colleagues and senior management in order to deliver business outcomes. Delivering positive business outcomes by using interpersonal skills and networks to influence and gain support.
  • Communication – Negotiating effectively and using advanced communication techniques to convey comprehensive information.
  • Ownership & Initiative – Have a clear, rationale through process when making decisions, as well as contribute to the development and implementation of operational plans.
  • Governance – Extensive knowledge of regulatory requirements and understanding of risk.
  • Advice & Support – To be able to confidently support and collaborate with others to achieve results in line with the business strategy.
  • Management of information & data – to be able to analyses information and data effectively to evaluate performance and influence business results.

Entry Requirements

Although entry requirements will slightly vary for individual employers, most candidates will be required to have A levels (or equivalent) or a excising relevant Level 3 qualifications. You will also be requires to have Level 2 Math’s and English qualifications, however if you do not have these, you will be given the opportunity to achieve them before your end-point assessment.

Qualifications Needed

TO complete this apprenticeship you will need an advanced diploma in Insurance qualifications from either the Chartered Insurance Institute (CII) or the Chartered Institute of Loss Adjusters (CILA).

Future Career Paths

  • Underwriting
  • Client relations
  • Insurance claims
  • Loss adjusting
  • Broking
  • Reinsurance
  • Account management
  • Complaints handling
  • Insurance products and pricing
  • Risk management


36 months, not including the end point assessment period.


The Level 6 Senior Insurance Professional apprenticeship is ideal for anyone who want to advance their career in the insurance industry. You will be exposed to a wide range of transferrable knowledge and skills which will allow you to progress into a number of different roles.

To find out more about where to apply for Level 6 Senior Insurance Specialist apprenticeship roles, check out the Institute for Apprenticeships website. Additionally, click here to find out more about other types of apprenticeships.

This WordPress SEO Plug-In is a MUST for Digital Marketing Apprentices

Search engine optimisation may seem like a daunting task for many digital marketing apprentices that have a lack of experience with web design or WordPress. However, it isn’t as scary as it may seem thanks to this invaluable free plug-in for WordPress which guides you in your SEO endeavours with its easy-to-use interface and informative tips and tricks. Here’s why Yoast SEO is an absolute must-have for digital marketing apprenticeships looking to navigate the SEO space.

What is SEO?

SEO stands for search engine optimisation and it is the process of improving aspects of your website to increase its visibility in the rankings of search engine results pages, with the outcome leading to more traffic to your site and build your reputation in your industry. Search engines use bots to crawl pages on the web and collect information about them before sorting them into an index, which are then analysed by algorithms based on factors such as keyword density and readability to determine the order in which pages should appear in the search results for a given query. SEO gives you the ability to make improvements to your website to help increase your websites reputation in that index and in turn push your website higher up in the search rankings.

Diagram of a webpage with highlighted content labelled with the relevant SEO technique.
Altering aspects of your webpage will help boost your ranking in search engine results.

What is Yoast SEO?

Yoast SEO is a free to install plug-in for WordPress which simplifies the processes of SEO considerably, making it an effective tool for new digital marketers to understand the fundamentals. Once installed, it is automatically applied to all of the previous webpages on your website, providing them with two scores, a SEO score and a readability score. Further inspection of these will show that Yoast provides detailed criteria that your page needs to meet in order to improve on its scores. These analysis results provide you with easy solutions and guidance on how to effortlessly improve your SEO score. Yoast also acts as a tool to apply other changes to your webpage which you may not have been able to previously, such as the meta description that appears underneath the webpage title on search engine results pages.

Yoast SEO analysis results showing several areas for improvement.
Image: Bluehost Inc.

5 aspects of SEO Yoast will help you improve on


Keywords are specific terms which generalise the ideas and topics of what your content is about. These are an integral part to improve search engine rankings as search terms will often contain keywords that relate to the webpages they are looking for. Using Yoast’s editor, you can set a focus keyword that appears regularly in your page content to be pushed into search queries with the same keyword more frequently.

Meta descriptions

A meta description is a short summary of what the contents of the page is about. This appears underneath the title of the page in search engine results page and can be filled with important keywords and search phrases to help improve visibility. This can be done with the help of Yoast’s editor, even informing you on the perfect number of words you should use for it for the best results.

Inbound and outbound links

This refers to hyperlinks that take users to other pages on your website (inbound) and hyperlinks that take users to webpages on different websites (outbound) respectively. These are extremely important for SEO as it helps link your page to other relevant pieces of information on the web which will be analysed by bots and will result in your page ranking higher on search results. Yoast provides guidance on the recommended number of each type of link in webpages.


Yoast can help make your images as rich in information as possible to help your images appear in Google Images searches. Making sure all of the images you have used include relevant captions and alternative descriptions can make them more likely to appear higher up in image searches that share similar terms.

Text readability

Finally, Yoast’s dedicated readability score provides insights on par with professional copywriters about the readability of your webpage. Yoast will inform you on how to utilise headings more effectively, how to alter sentence length and vocabulary to improve readability and so much more. All of this is confined in a dedicated analysis to ensure that your page is as user-friendly as possible to keep readers engaged for longer periods of time.


The 5 criteria I just mentioned are just a small portion of what Yoast SEO can help you to improve on within all of your webpages. It’s incredibly user friendly interface and simplistic approach to SEO makes it a powerful tool for any digital marketing  apprentice to have in their arsenal. The best part is there’s no catch, it’s completely free and you can go and install it for your website right now. Click here to find out how to add Yoast to your WordPress suite now.

Learn more about the Level 3 Digital Marketing apprenticeship.

Keep up with updates from us and other key apprenticeship news by following us on Twitter and LinkedIn, or have quality information delivered right to your inbox by signing up to our mailing list.

Top Tips For Building A Community On TikTok

Influencers relaxing and posting on social media for their digital branding

The key to digital branding on TikTok is building a community.

Social media marketing and digital branding is hard to navigate with all of its constant feature updates and social media apps popping up everywhere. Not all marketers will have considered TikTok marketing as part of their strategy.

TikTok thrives off of its FYP, the algorithmic For You Page that displays content it thinks you’ll like based on recent activity. Most people navigate TikTok through the FYP and are consistently viewing content from accounts they do not follow. This means any account has the opportunity to get engagement regardless of follower size.

We’re here to give you some initial tips to get you started!


TikTok thrives off authenticity. This means you don’t need to produce the high-quality ads you would for Instagram or TV. Some of the most popular content by brands includes using trending sounds to poke fun at their own business as shown in this TikTok by BeReal, a new social media app that crashes a lot.

@BeReal on TikTok

Behind-the-scenes vlogs also do really well as it shows the audience what the business is actually like. TikTok is nosy, so play on that. You could:

  • Interview people in your office;
  • Vlog your day;
  • Film fun trends with your coworkers;
  • Show you actually fulfilling a task.

If your industry is something as serious as a law firm, then despite how professional you may feel you have to be online, it’s not going to fit well on TikTok. You need to lean into the silliness of it like @lawbymike

@lawbymike on TikTok

If you go into your TikTok strategy ready to make jokes, have fun and leave the serious corporate side of your branding to other media, then you can really succeed on TikTok.

Valuable Content

The best brands on TikTok know that they can’t just use the fun sounds. Your content needs to offer value to your audience. 

Recent TikTok data suggests they’re moving away from pushing trending sounds to the algorithmic For You Page. TikTok instead wants to encourage users to produce original content, and if it provides value to your audience then you’re likely to grow a community.

Original content can be:

  • Interviewing your staff with questions your audience wants to know;
  • Tips series for people in your industry;
  • Tips series for people who may require your services;
  • Updating your audience on news in your industry;
  • Recommendations for newsletters you love in your industry.

These videos can be done using trending sounds, talking to the camera, using the green screen feature, text-on-screen or in any creative way you can think of.

TikTok SEO

In order to maximise your content to build a community, you’ll need to get to know SEO for TikTok.

Like Google, TikTok has a search results page and you can optimise your content to rank better on it.

Firstly, find your keyword. This will be the phrase you want your video to appear under in search. 

For example, you run a beauty business and want your video on your new blush product to appear under “Best Cream Blushes”

On the review video, we’ll add this exact phrase to:

TikTok post page with Best Cream Blushes TikTok SEO example for Digital Branding
  • The caption;
  • Hashtags;
  • Text in the video;
  • Cover

This will make sure that TikTok’s algorithm knows what our video is about and where it should be so people will find it. 

Engaging With Your Community

This may seem like a no-brainer but you should be engaging with your comments. This could be replying with a simple emoji or even replying with a video giving your audience a more personal response. You want to build a community, not just a following, therefore you will need to make your audience feel listened to. Communities are friendly, warm and joke around together. That should be the vibes in your comment section.

Not Pushing Your Product

In TikTok’s own words “Create TikToks, not ads,” because users do not like being explicitly sold to. You need to integrate your content into the FYP. This means not pushing your products or services in every single video. You need to gently sprinkle it in like the finishing touches to a victoria sponge cake. Create videos that target your community and add in your products maybe every 3 videos. It may go against your marketing instincts but we promise it’s the right way to go out TikTok. 

Digital marketing apprentices who show up to a TikTok strategy meeting with these tips for digital branding are setting themselves up for success!

Find more tips on our website and socials





Digital Marketing Apprenticeships – No Degree

Digital marketing

Start Your Career In Digital Marketing Without A Degree 

Have you been looking for a path within digital marketing but worried that you may have to go to university? Well here is information on how you can break into the digital marketing industry without a degree with tips directly from ApprenticeTips.

Digital Marketing Level 3 Apprenticeship

Firstly, let’s define what exactly is digital marketing. Digital marketing predominantly focuses on promoting brands to connect these brands with potential customers using digital platforms such as the internet and social media. This may sound very technical and almost impossible without going to university, right? However, there are now ways that you can learn the technical skills and knowledge needed to break into digital marketing while getting paid too! A Level 3 Digital Marketing apprenticeship is the path to take if this sounds fitting for you! With a level 3 digital marketing apprenticeship, you will learn directly from digital marketing specialists and specialised digital marketing mentors from your training provider to help guide you through the apprenticeship. You can also receive life-changing opportunities to advance into your career while earning a salary wage!

As mentioned before, digital marketing predominantly focuses on promoting brands to connect with customers to encourage them to use or purchase your services or products. Therefore it is pivotal that you understand the customer lifecycle journey. This is a topic that you will learn within your digital marketing apprenticeship, so read on for a head start!

The customer lifecycle journey refers to what stage a customer is at once a customer has a need or curiosity within the buying process of this product or service. This helps to understand the most efficient digital marketing strategy you can use to achieve a sale.


The first stage within the customer lifecycle includes reaching. This is when a customer identifies that they have a need or interest which will cause them to browse for a product or service. This is the brand’s opportunity to bring awareness to the customer that your brand, products, and services exist so that they can opt to interact with your brand! Here you can reach brands through a variety of digital marketing strategies, such as conducting a paid social campaign, or through optimising your website well enough to reach the customer.


This is when the customer has been made aware of your brand and you now have their interest. Although this sounds exciting, you must have very compelling and clear content. It is that you are advertising so that you win over their interest as they are not 100% certain just yet that they would like to purchase your product or service. Here, you must ensure that you stand out from your competition so that customers can opt for your brand!


Here you have convinced the customer to purchase or use your services as they transition from considering purchasing from your brand, to actively purchasing from your brand. You must ensure that it is easy for them to do so so that this can be a returning customer!


Here, you want to ensure that you are doing everything that you can to maintain a relationship with your customers! You can use techniques such as upselling, cross selling and discounts to returning customers to entice them to continue to purchase from you. 


This is where all companies and brands desire to be. This is where your customers now become advocates for your brand and are now more likely to refer your services to friends and family.

And just like that, you have learned some fundamentals that you must know to excel in your Level 3 Digital Marketing Apprenticeship! You can find more information regarding digital marketing apprenticeships here.

Digital Marketing Apprenticeship – Technical Knowledge and Understanding

Digital Marketing Apprenticeship - Technical Knowledge and Understanding

Do you want to see a summary of two of the types of skills and content you will learn while on the Level 3 Digital Marketing Apprenticeship? Well, look no further! In this blog we will be going through some different types of technical knowledge and understanding you will be learning, whilst completing your Level 3 Digital Marketing Apprenticeship.  

Digital Marketing Apprenticeship - Principles of Coding

Digital Marketing Apprenticeship – Technical Knowledge and Understanding – Principles of coding

During your Level 3 Digital Marketing Apprenticeship, you will be taught about the principles of coding. Here you will be taught via group video call or in person the basics of different coding languages, such as HTML CSS and Javascript. As a Level 3 Digital Marketing Apprentice, it is a key topic to ensure you understand before stepping out into the working world. This allows you to understand how you can improve websites for SEO purposes, uploading content to a site and optimising your site. 

Firstly, we will provide a summary of the different types of coding languages you will learn while being taught your Digital Marketing Apprenticeship – Technical Knowledge and Understanding.


HTML stands for HyperText Markup Language. HyperText Markup Language is a markup language that provides structure to a website. Allowing a user to place: titles, text, images, links, lists, alt tags and much more within their site. 

Examples of different HTML code:

h1   /h1

H tags allow users to add titles to their websites. These not only prioritise in size (H1, H2) but also show crawlers which titles are most important. This is key for SEO as it shows a clear structure to your website that is easily readable. A crawler is a name given to a program used by search engines that traverses the internet to collect and index data.

<p>   </p>

P tags are used to input copy onto a site, this is where a user will provide the written copy that matches the rest of the content. Make sure that you include keywords into your copy as this shows SEO ranking that your content is useful and relevant. For example one of my keywords for this site is ‘Digital Marketing ApprenticeshipTechnical Knowledge and Understanding’. 


CSS stands for Cascading Style Sheets. A Cascading Style Sheets that allows a user to create and edit the visual representation of a website. Done by using a stylesheet and linking this back to the main HTML page. Providing two separate sheets, one for structure and one for style, without being congested onto one sheet. 

Example of CSS code:

h1 {

  color: white;

  text-align: center;


As you can see the language style of CSS is different to HTML. In the example provided, this will allow a user to change the styling of the h1 title. As shown in the HTML code examples. Color allows a user to change the colour of text, and text-align allows the user to decide where along the page you would like the title to be positioned horizontally.


JavaScript is often known as JS. The scripting language can update and change both HTML and CSS. JS can calculate, manipulate and validate data.

Example of JS code:

<p> id=”demo” JavaScript can change HTML content. </p>

<button type=”button” onclick=’document.getElementById(“demo”).innerHTML = “Hello JavaScript!”‘> Click Me! </button>

What this function will do is change the HTML code (p tags) from saying ‘JavaScript can change HTML content’ to ‘Hello JavaScript!’. This is done by the addition of the button code recognising that once clicked ‘onclick’ to change the copy. It recognises which p tag to change via the ‘id’ within the p tag. 

If you are interested in finding out about more code, have a look at w3schools. Here you can try different coding exercises, and prepare yourself for your principles of coding lessons.

Digital Marketing Apprenticeship – Technical Knowledge and Understanding – the Customer Lifecycle

Another topic you will cover within your Digital Marketing Apprenticeship – Technical Knowledge and Understanding, is the customer lifecycle. Understanding the customer lifecycle is a key component of any Digital Marketing strategy. This is because it allows shaping content to the right audience, as well as understanding where in the market to organisation strands.


The customer becomes aware that they have a problem or service that they require and looks for companies that can help resolve their problem. This is your opportunity to ‘reach’ a customer and be that solution. Here you can create content to be visible to a customer through search marketing: either through owned (website), paid (Paid Per Click campaigns on Google trends), or earned (shares and likes of content). 


At this point, you have an interested customer. The customer is actively considering whether or not to purchase the product or service that you offer. This is the stage where you have to stand out and show that you are better than the competition.  This can be done by listing how you are better, providing deals and showing customer satisfaction. 


In this stage, this is where the customer has converted from considering and becoming a customer through purchasing or signing up for a service. Make it as easy as possible for the customer, hopefully selling them as much as possible or providing them with the best deal. 


Here you want to do everything you can to maintain a relationship with the customer and sell to them more. It is easier and cheaper to keep a client than it is to acquire a new one, this is because they know and trust the company’s product and service. You can use email marketing to offer promotional deals, as well as recommend products and services that might suit them. 


This is the dream stage to be in the customer lifecycle and should aim to have this with all of your clients. At this point, your company has made such a good impression on the customer, through sales and excellent customer service. The customer is now an ambassador of your brand and actively recommends your products and services to others. 


As you can see from the topics provided above, there are many interesting topics that an apprentice will learn while completing the Level 3 Digital Marketing Apprenticeship. An apprentice will learn how to create content and market products and services. That will help generate revenue within a key, being a key part of any organisation. Having this knowledge and skills will help any individual when it comes to growing a business or achieving sales. 

If you wish to learn more about the overall Digital Marketing Apprenticeship – Technical Knowledge and Understanding. Please enjoy reading the content provided here and discover more about the digital marketing apprenticeship.  

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