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!

Level 3 Gas Network Craftsperson Apprenticeship

Level 3 Gas Network Craftsperson

On this Level 3 Gas Network Craftsperson Apprenticeship, you’ll have the opportunity to be responsible of the United Kingdom’s gas network. This consists of around 286,000 kilometres (175,00 miles) of pipeline that supplies natural gas from on shore terminals through to 21.5 million gas users.

Gas Network Craftsperson’s are employed by organisations authorised to transport gas throughout the United Kingdoms. The projects worked on could have values in excess of £250,000. This provides you with great experience in both the highly valued jobs as well as the lower valued jobs.

Typically, the duration of this apprenticeship is 48 months where you’ll be exposed to a larger team. This may include planners, designers, supervisors and managers. This will allow you to pick up recognised, valuable experience in the industry.

Job and entry Criteria for the Level 3 Gas Network Craftsperson Apprenticeship

Entry requirements:

Candidates will typically have 3 to 5 GCSEs at grades A to C or 9 to 4 (including mathematics, English and a science), or equivalent qualifications


Apprentices without level 2 English and maths on entry will need to achieve this level prior to completing the end point assessment. For those with an education, health and care plan or a legacy statement the apprenticeships English and maths minimum requirement. This is Entry Level 3, also British Sign Language qualification is an alternative to English qualifications for whom this is their primary language.

As a Level 3 Gas Network Craftsperson, there will be 4 key specialist responsibility that you’ll need to learn about.

Firstly, you will need to become Network Maintenance Craftsperson (Electrical & Instrumentation).  You will be responsible for maintaining the controls and systems that measure, monitor, analyse and control the performance of the gas network.

Secondly, you’ll need to learn skills to become a Network Maintenance Craftsperson (Pressure Management). You will be responsible for maintaining the controls and systems that measure, monitor and analyse pressures and flows within the gas network. 

Next, you’ll have the opportunity to expand your knowledge and be a Network Pipelines Maintenance Craftsperson. Being responsible for the maintenance and protection of the gas transportation pipelines and associated connecting plant and equipment.


A Level 3 Gas Network Craftsperson is a role in high demand and there are a lot of things to learn considering the number of skills and experience you will pick up from working in four different specialist areas. We highly recommend taking it. This career path will allow you to become an expert in an individual area such as Network Pipelines Maintenance Craftsperson, or become an allrounder and pick up all the skills in the trade which will come with an above average salary for sure!

Level 7 Chartered Town Planner (Degree Apprenticeship)

Are you interested in sustainable development, conservation and improving infrastructure?

Read on to find out how this Level 7 Chartered Town Planner apprenticeship can progress your career and give you the opportunity to impact and shape the towns, cities and villages we live in. Gain invaluable knowledge and skills to become a trusted professional, officially recognised by the Chartered Members of the Royal Town Planning Institute.

Jobs and Entry Criteria for the Level 7 Chartered Town Planner Degree Apprenticeship

While it is the individual employer who decides any entry requirements, an apprentice may typically be expected to have a relevant Level 3 qualification or equivalent (such as A Levels), to embark on this course.

Level 2 English and Maths are also required in order to take the end point assessment, however apprentices can achieve these after undertaking the course if they so choose.

  • British Sign Language qualifications can replace the minimum English requirement if this is the primary language the apprentice uses.
  • For those with an education, health & care plan, or legacy statement, the minimum English and Maths requirement is Entry Level 3.

The Chartered Town Planner Degree Apprenticeship opens a wide range of opportunities for an apprentice, with the option to go on to work for an organisation or as a contractor. Sectors an apprentice can go into are varied, including:

  • Construction
  • Environment
  • Housing
  • Energy
  • Transport
  • Regeneration
  • Coastal Heritage and Conservation
  • Minerals and Waste

Jobs are also available across local and national governments, private consultancies, corporations, and voluntary or non-governmental organisations, so there is a wealth of options available to an apprentice with this Level 7 qualification. When looking for a job in this field, there are multiple roles to keep an eye out for. Some typical job titles that apprentices may expect to look for include Planning Officer, Town Planner, Planner, and Development Management Planner.

Not only can this Level 7 degree apprenticeship open doors right now, but there is plenty of opportunity for further progression, with the course giving you the necessary base to go on to more senior roles in your career, for example as a Senior Planner or Principal Planning Officer. With sustainable development at the forefront of discussions today, town planning roles will continue to be essential to society and prove a stable long term career.

Key Responsibilities of a Chartered Town Planner Apprentice

Chartered Town Planners seek to balance economic growth and the needs of a community in terms of homes, jobs and facilities, with the impact on the environment. They are responsible for finding sustainable ways to develop the villages, towns and cities we live in, changing and improving them whilst keeping environmental integrity front of mind. Town Planner responsibilities include:

  • Researching and assessing technical information, data and surveys when considering proposals
  • Assessing land areas in person where necessary
  • Preparing statutory planning applications and proposals
  • Analysing and identifying land planning issues, allocating sites and resources (environmental, social and economic)
  • Formulating local strategic planning policy, laws and practise
  • Delivering infrastructure to the benefit of the public i.e. roads, railways, minerals, waste and energy facilities, collaborating with professionals including architects, surveyors, engineers, builders and environmental specialists when necessary
  • Attending committees, public inquiries and appeals, presenting when necessary and listening to ideas and answering questions
  • Write complex reports for a wide range of audiences including politicians, the public, and commercial clients, to assess and explain legislation, recommending if a plan should be accepted.

In carrying out responsibilities, it’s important to remember that Chartered Town Planners are held to the professional and ethical standards of the Royal Town Planning Institute. Decisions will have a long-term impact on economic, social and environmental well-being, so it’s critical to make sure the quality of work and level of service is high.

Town Planner Image

Level 7 Chartered Town Planner Core Knowledge and Behaviours

In carrying out a role as Town Planner, there are a number of core skills, areas of knowledge, and behaviours you will need to hold and demonstrate.


Skills include creative vision and design, research and critical analysis, decision making, plan implementation, stakeholder management, project management, collaborative working, communication and presentation skills.


Knowledge of planning theory and policy, as well as related law, political, and economic frameworks is essential to the responsibilities of a Town Planner. Understanding spatial design, sustainable resource management, community and stakeholder engagement, as well as professional ethical frameworks is also important to grasp.


The apprentice is held to the Royal Town Planning Institute’s standard of professional conduct. Within this, there are certain behaviours a Chartered Town Planner is expected to exhibit including honesty, integrity, due diligence, independent professional judgement, respect and equality. Aside from this, a focus on outcomes, positive attitude and a desire to learn and improve the world we live in will help an apprentice fulfil the role to the best standard.

The occupational standard for the Chartered Town Planner Degree Apprenticeship will offer further information on the skills and knowledge a Town Planner should understand, and explain what these are and why they are necessary in more detail.

Chartered Town Planner Assessment and Qualification

This Level 7 apprenticeship normally takes five years to complete, however depending on any planning qualifications the apprentice already holds, this may be shorter.

Upon entering Gateway, typically at 60 months, the apprentice has two methods to undertake.

Method 1 is professional discussion, presenting a reflective journal on pre-gateway experience and discussing with an independent assessor. This must be passed before apprentices can submit method 2.

Method 2 is an assessment of professional competence written assignment, where apprentices continue work experience, documenting professional experience gained post-gateway in a reflective journal. Once submitted, an assessor will grade the document against the skills, knowledge and behaviours listed above.

Upon completing the degree apprenticeship, apprentices will get a qualification from the regulating body, Royal Town Planning Institute (RTPI) accredited Planning School. They will become Chartered Members of the RTPI and officially able to use the title ‘Chartered Town Planner’.

For more information on the Town Planner Apprenticeship and assessment methods, see their assessment plan.


The Level 7 Chartered Town Planner Apprenticeship is a great way to progress or embark on a career in sustainable development that has a tangible positive impact on the communities around you. It is an accessible course open to past apprentices and employees looking to learn and grow in this industry, allowing you to earn while you learn. With an accredited qualification from the RTPI and a bounty of key skills and professional knowledge, this apprenticeship is valued by employers and apprentices alike, opening up a huge range of job opportunities across a variety of sectors – the options are endless.

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Digital Marketing: Do’s and don’ts of Facebook ads

There is few a tool more powerful in any digital marketer’s arsenal than Facebook. Despite the rise of newer social media channels, Facebook and Instagram (which are integrated on the same ads manager) remain unbeatable social media giants. 44% of the UK population have a Facebook account and 32.4% are on Instagram. That’s a lot of people to potentially reach! Therefore, a key component of digital marketing is running an engaging and impactful Facebook campaign. I’ve compiled this list of do’s and don’ts to help you make the most of Facebook and maximise your campaigns.  

Digital Marketing mobile

The do’s of digital marketing on Facebook  

DO define & refine your audience 

With almost half the UK population on Facebook, you don’t want your brand message to be lost into the ether. Instead, take time planning who you want your ad to reach and what stage of the customer lifecycle they are at (see Understanding The Customer Life Cycle). Facebook’s targeting options are the best in the digital marketing industry, so make sure you play around with narrowing your audiences based on location, age, gender, interests and language.  

DO carry out split tests  

Split testing is the simplest way of improving your campaign performance. Often referred to as A/B split tests, they allow you to change variables (e.g. creative, copy, audience) to see which variation of your ad delivers the best results. Although it may be tedious at first, split tests can boost your ROI by 10x when done properly. Best practice is to focus on a single metric to determine success of your split test and compare performance accurately.   

DO report weekly & optimise 

Campaign optimisation is a necessary step if you want to decrease costs, increase ROI and boost engagement. The easiest way to do this is to check your campaign consistently by pulling a weekly report and analysing your metrics. Is one audience segment engaging with your ad more than the other? Optimise toward them. Are one of your creatives underperforming? Turn it off and shift spend to a better performer. Facebook is incredibly competitive so optimisation is essential to compete with big brands.  

Digital marketing desktop

The dont’s of digital marketing on Facebook 

DON’T stop organic social posts  

While Facebook paid ads are a great method of driving engagements and sales, they should be seen as an addition to organic posts. When someone sees your ad, they will most likely view your other social media before they make a purchase. You should post regularly on organic channels and also use non-paid social to interact with your audience in ways that you can’t with paid ads. This maintains your brand image and builds a sense of community that paid ads cannot.  

DON’T use engagement bait  

Engagement bait is a tactic used to goad users into interacting with your post (think “share this post to win ££”). Facebook has a strict policy in place against engagement baiting and there are rules to ensure that it is not done. Not only does this deceive the customer, but it also harms your brand. The key to good digital marketing is to keep your posts authentic and then your target audience will engage with you without being goaded.  

DON’T overdo it on the copy  

It’s easy to think that because you’re paying for your ad, you want to get the most bang for your buck and fill it with copy. However, the average human attention span is only 8 seconds and on Facebook people spend an average of 1.7 seconds looking at a piece of content. Don’t waste your time writing long copy for no one to read, instead invest in your creatives. An engaging, thumb-stopping creative will be more impactful than lengthy copy.  


When done correctly, paid ads on Facebook can reach your target audience and boost your ROI. Facebook and social media are always evolving so what works one week may not work the next. You should consider these do’s and don’ts as a general guideline of Facebook paid social best practice to navigate this ever-changing landscape. Now you’re ready to explore Facebook ad manager for yourself!

Heavy Vehicle Service and Maintenance Technician Level 3 Apprenticeship

Men standing next to trucks in mechanics workshop

Are you interested in Heavy Vehicles? Does inspecting and repairing a range of different Heavy Vehicles sound like a strong career for you? If so, read on to find out more about how you can start a career in dealing with N2 or N3 vehicles and become a fully qualified Heavy Vehicle Service and Maintenance technician.

What are employers looking for?

Each employer will have a different set of requirements expected of you before you can embark on your journey to completing this apprenticeship. However, there is a recommendation from the Institute of Apprenticeships that prospective candidates are able to display the following qualities:

  • Candidates can demonstrate an interest in how the Heavy Vehicle (HV) industry operates.
  • Candidates have the ability to work in an organised and methodical way to analyse and solve problems.
  • Candidates can demonstrate mechanical skills.
  • Candidates can demonstrate the ability to communicate both verbally and in written communication.
  • It is also recommended that candidates have completed Level 2 English and Maths (GCSE) but is not required and can be completed during the course of the Apprenticeship.
Mechanic opening the front of a Heavy Vehicle

Skills you can demonstrate on completion of your Advanced Engineering and Manufacturing apprenticeship

After you have completed this apprenticeship, there are a wide range of different skills which you will be able to understand and demonstrate competently within the workplace

Ability to demonstrate the knowledge and understanding of:

  • The fundamentals of HV technologies e.g. HV chassis design, engine, fuels, transmissions, electrical (12/24v), air-conditioning, hydraulic and air braking, air suspension systems etc.
  • The types and associated characteristics of HV and their configurations and applications.
  • Diagnosing principles and logical problem solving techniques related to HV.
  • Sufficient Health and Safety knowledge and environmental awareness to carry out the work safely.
  • Operators “O” Licence requirements relating to HVs.
  • How to service, inspect and maintain vehicles and trailers to the expected standards and the importance of safety inspection and maintenance schedules to meet Operator’s (O) licence and legal obligations.
  • Customer expectations and implications of work carried out.
  • The need to be reliable, flexible, diligent and good timekeeper.
  • How the business works from an operational perspective and demonstrate commercial and financial awareness in the HV industry.
  • Complex problem solving techniques.
  • The requirements of providing roadside assistance.

Ability to achieve the following skills within your workplace

  • Carry out the basic tasks with tools and equipment common to all procedures involving basic mechanical and electrical procedures related to HV.
  • The ability to keep updated with emerging new technologies within the HV industry.
  • Contribute to the maintenance of a safe and efficient workshop and adhere to the company and legislative processes.
  • Access specific and related HV technical information appropriately.
  • The ability to service, inspect and maintain HVs and trailers to meet company, Driver and vehicle standards agency (DVSA) and manufacturers’ standards.
  • Use a range of diagnostic and electrical measuring equipment to identify faults and underlying causes on HV’s.
  • Successfully inspect and prepare vehicles and trailers to meet DVSA standards prescribed in the tester’s manual.
  • Carry out final quality checks before handover to the customer without supervision.
  • Apply advanced diagnostic principles and logical/problem solving techniques and regimes.
  • Maintain records to company and operators’ licence obligations and regulation.
  • To be able to communicate effectively in both oral and written mediums both internally and with customers on a range of topics that will support, HV inspection and diagnosing techniques.

Key Information

  • Apprenticeship Duration – 36 months (Please note – This does not include the End Point Assessment (EPA) period at the end of the Apprenticeship.
  • Maximum funding – £15,000
  • EQA Provider – Ofqual
  • Level 3 Apprenticeship – Equivalent to A-Levels
  • This standard has been designed to meet the professional standards of the relevant professional bodies of the Engineering Council for initial registration as an Engineering Technician (Eng. Tech). On completion of the standard the Engineering Technician will be eligible to apply for registration as an Engineering Technician with a relevant professional body. On completion and achievement of the standard, candidates will have the opportunity to progress to Master Technician, management or to develop in their current role.


As you can see from the above information, this apprenticeship is an exciting opportunity to not only start a career within Engineering but to also open the door to a wide variety of different routes up the career ladder with further opportunities through Level 4 or Level 5 Apprenticeships. To keep up to date with different Apprenticeships across the UK, you can sign up to our mailing list below.

Level 3 Digital Marketing Apprenticeship

As a Digital Marketing Apprentice, you’ll have the opportunity to build multi-channel marketing campaigns to attract and engage customer loyalty effectively such as through SEO marketing, emailing marketing, social media, push notifications and more. This blog will provide you with an overview of what it takes to be a digital marketing apprentice, the key responsibilities you’ll have and the skills and knowledge that you will learn.

Key Roles and Responsibilities

As a Digital Marketer, your roles and responsibilities will vary significantly from one employer to the next. However, as an apprentice, your general duties will be to follow brand guidelines/marketing briefs to meet creative design and deadlines, using your own judgment, customer and industry insights where appropriate, to help to upload content and imagery to the relevant marketing channels, increasing key marketing KPI’s such as click-through rate, how to analyse and interpret data to measure the effectiveness of campaigns, monitor and reply to online inquiries and deal with external companies over the supply of various products/services such as digital advertising, print, design, etc.

Digital Marketing Image

Basic Knowledge and Understanding

As you will be working in the Digital Marketing industry it is essential to know the basic knowledge and understanding such as SEO, SEM, Email Marketing, Social Media Marketing, Content Marketing and PPC. Therefore ensure you are up to date on the latest trends and development within Digital Marketing before the employment process.

Digital Marketing Standards

During your apprenticeship, you will need to complete the multiple tasks below to achieve a pass, merit or distinction graded apprenticeship:

  • A portfolio of your work will need to be produced for the end of your apprenticeship, containing evidence from projects you’ve completed during your apprenticeship and cover the entirety of the standard/Level 3 Digital Marketing competencies, and which can be assessed as part of the end point assessment
  • A synoptic project giving you the opportunity to undertake a business-related task over a one-week period away from the day to day workplace to demonstrate your digital marketing skills
  • An employer reference to be completed alongside your line manager as evidence to back up your portfolio of work
  • A structured interview with an assessor exploring what has been produced in your portfolio and the project as well as looking at how it has been produced to give you your final result

Digital Marketing Competencies:

During your time as a digital marketing apprentice, you will need to meet the apprenticeship standard/competencies of your role. The list below provides an overview of the competencies to meet the pass criteria and qualification of a Level 3 Digital Marketing Apprenticeship:

  • Written Communication
  • Research
  • Technologies
  • Data
  • Customer Service
  • Problem Solving
  • Analysis
  • Implementation
  • Specialist Areas
  • Digital Tools
  • Digital Analysis
  • Interprets and Follows
  • Operate
  • Demonstrating Skills
  • Business Objectives
  • Creative and Logical Thinking
  • Managing Relationships
  • Communication


As a Digital Marketing Apprentice, it will give you the chance to start and build your future career in digital marketing by learning and working at the same time in a workplace environment. It will provide you with the opportunity of training, communicating with senior stakeholders, developing key knowledge and skills, operate with internal and external businesses and so much more. Then once you receive your pass, merit or distinction grade from your Level 3 Digital Marketing Apprenticeship you can look to become a Marketing Executive or Marketing Manager in your future career.

To find out more about how apprenticeships work visit the Digital Marketer Apprenticeship page.

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Level 5 Bespoke Tailor and Cutter Apprenticeship

Level 5 Bespoke Tailor and Cutter Apprenticeship Image

For this great Bespoke tailors and cutters apprenticeship, you’ll have the opportunity to produce tailored garments that are cut and made to a unique pattern for an individual. The skills you learn will be mainly carried out by hand to produce a garment that fits precisely to a customer’s requirement. Bespoke tailoring forms the heart of the British menswear and womenswear industry and has an international and iconic reputation. The duration of the apprenticeship will typically be 2 years however the timescale may reduce if an apprentice can demonstrate effective practical skills on entry. This standard will be reviewed in 3 years.

Jobs and entry criteria for the level 5 bespoke tailor and cutter apprenticeship

Depending on your employer they may set their own entry requirements but typically businesses will be proficient in complex stitching and making processes. Apprentices will also need to achieve Level 2 English and Maths.

Key responsibilities of a bespoke tailor and cutter apprentice

As a bespoke tailor and cutter, your key responsibilities will be having practical skills in bespoke garment manufacture and pattern construction. The skills involved in being a bespoke tailor cover a wide range of expertise such as craft, technical, creative and design. These skills are fundamental to the bespoke tailoring industry and with the best practice must be carried out with great precision, to high standards of excellence and within realistic time management.

Tailor and Cutter Image

Level 5 Bespoke Tailor and Cutter Core Competencies

During your apprenticeship role, you will carry out multiple skills and knowledge competencies. Some examples are:

  • Select, use and store equipment and materials for example correct storage of patterns, purchasing materials and stock control
  • How to interpret instructions based on a customer’s requirements
  • Develop a good working relationship with the cutter in order to receive the cut and trimmed garment bundle
  • Adherence to appropriate Health & Safety procedures within the workplace
  • The fitting and reassembling instructions in order to support the company’s workflow procedures
  • Have overall responsibility for the outcome of the finished garment
  • The principles of garment construction for a range of garments such as jackets, trousers, waistcoats and overcoats
  • A recognition and appreciation of equality and diversity in the workplace

Portfolio and End Point Assessment Overview

As a part of the apprenticeship, you will need to complete a portfolio of practical garments and patterns carried out over a 6 month period and should bring all the skills, knowledge and behaviours together. The final project will be a substantial piece of work consisting of a series of bespoke garments and sample procedures/patterns.


From what you have now read through the Level 4 bespoke tailor and cutter apprenticeship will provide you with a great variety of skills and knowledge within the bespoke tailoring British menswear and womenswear industry. During the apprenticeship, you will benefit from boosting productivity and competitiveness, take part in advanced training, buildings quality working relationships and more. Being an apprentice will benefit you with a great working experience and kick start your future career.

To find out more useful tips about this apprenticeship visit the bespoke tailor and cutter assessment plan.

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