When first starting Digital Marketing Apprenticeships UK, blog posts can be a little daunting. You may question what to do, what to write about and what to include. Below are some tips of what to include and what not to do whilst writing a blog post and why it is so important to have a blog.
What are blog posts and why are they important?
Blog posts are articles, news, or guides that are published
in the blog section of a website. Blogs are important to help optimise traffic
to your website; they help engage visitors by helping them grasp more knowledge
on a certain subject. Additionally, they can help increase a websites SEO
ranking, this means that the website will most likely appear high on the search
engine results page.
Now for the do’s and don’ts.
DO- Write with your audience in mind
Who is your target audience, find out what your audience likes to read and want to know more about. Create meaningful and beneficial posts, you want your audience to be engaged with your content and to leave them wanting more so they will click on the links to the website which helps drive more traffic to your website.
DO- Post regularly
Make it a goal to post at least once a week, be consistent. This will help build followers on your blog and gain regular readers who will expect posts by a certain time.
DO- Create an eye-catching title
The title is the first thing visitors will see, so this
needs to grab their attention and click your post. Make sure the title gives
the visitor an idea on what the post is about otherwise this can lead to
Preview all the drafts before publishing. Don’t upload a
rough draft, as there will be spelling mistakes or grammar errors. You don’t
want to publish something that could be incorrect, this could lose your blog
DON’T- Write a novel
Keep sentences and paragraphs short, make sure to include images, graphics or quotes to help split up the text. There is no need to ramble on, get straight to the point, don’t drag the sentence out. Paragraphs should stay under 3 or 4 sentences, making sure there is space between each paragraph giving the readers eyes a break.
Don’t bombard readers with notification pop ups to subscribe or take a specific action on your website. Allow the reader the opportunity to do this themselves as they are less likely to subscribe if they are spammed with pop up messages.
DON’T- Use too many keywords in the text
This can affect your SEO ranking; search engines call this keyword stuffing. You want your readers to have a good experience, which is a ranking factor that search engines now prioritize to make sure you have relevant content for the intent of your visitors.
DON’T- Cover too many subjects at once
You don’t want to confuse or bombard the reader with a lot
of information. Split the different subjects into different blog posts, making
it clearer for the reader to understand.
I hope these Do’s and Don’ts have provided you a valuable insight into an aspect of the Level 3 digital marketing apprenticeships UK and that writing a blog post is not so daunting after all. Blog posts are an important part of a marketing strategy campaign as they help drive more traffic to the website. With these tips you should be able to create an engaging blog post to optimise your website.
Does Interpreting and analysing geospatial data as a geospatial mapping and science specialist sound like a new and exciting opportunity to you? How about the use of high-tech digital technology such as laser scanning? If so, then this UK apprenticeship could be for you. This apprenticeship presents a great opportunity to start a new career in a construction-based area.
What does a geospatial mapping and science specialist do?
They analyse data and provide advice for such things as satellite navigation, infrastructure, mapping, international boundaries and much more. With access to a wide range of state-of-the-art technology their more specific duties include interpretation, manipulation and analysation of geospatial data and measurements. Opportunities for work in both the private or public sector are plentiful with jobs in the military, private companies, and the government. Geospatial engineering is a crucial part of civil engineering construction projects and geospatial engineers are often at the forefront of any project with precision mapping and careful planning being their area task.
A minimum of three A levels at a grade C or higher or their equivalent. A level 3 apprenticeship in construction or property related discipline is also accepted but the final decision is that of each employer.
Geospatial mapping and science specialist have the opportunity to specialise in the following:
Geospatial engineering – Creating detailed layers of
geographical data for urban development
Hydrography – The surveying and charting of water
Utilities – The identification and labelling of public
Geospatial surveying – The mapping of boundaries, land,
and land registration
Knowledge and Skill Requirements for Geospatial Mapping and science Specialists
(land boundaries) and land boundaries
mapping and measurement
data management and analysis
of land and sea
Behaviour Requirements for Geospatial Mapping and science Specialists
a high standard of service
in a way that promotes trust in the professions
others with respect
Depending on their job role, apprentices will take one of the following specialist areas:
Geospatial engineering is the collection and analysis and interpretation of geographical data on the earth’s surface using modern mapping technologies. A geospatial engineer develops up-to date plans for structures to be built in the correct place and to scale.
Hydrography is the measurement and description of the physical features pertaining to bodies of water and near bye land. Harbours, rivers, and lakes are examples of where and what they would work on.
The role of a utilities engineer is identified, label and
map underground public utilities. Their job will be to understand the law, regulations
and geospatial data requirements of these utilities and services. Water mains, streetlights,
cable television, telecommunication and electricity distribution are just some
of the things they would work on.
Geospatial surveying is the science and study of the natural environment. State of the art technology is used to map and analyse the natural environment. The mapping of land, boundaries and land registration being their focal point.
What qualification will you gain?
Apprentices that pass will gain a BSc/BSc (Hons) in a geospatial science subject. This will be accredited by either the Royal Institution of Chartered Surveyors or the Chartered Institution of Civil Engineering Surveyors.
Apprentices will gain the knowledge, skills, and behaviours to apply for membership to the Royal Institution of Chartered Surveyors or the Chartered Institution of Civil Engineering Surveyors.
Typically to be undertaken over a period of 5 Years for level 6. The apprentice will be reviewed after three years.
We all know that coming up with new ideas for a new digital
campaign can sometimes be challenging. A lot of us can experience mental or a
creative block when coming up with new ideas for another campaign.
It is quite common in the digital marketing industry to exhaust your brilliant ideas and design work, so sometimes we just need a little bit of inspiration in order to come up with a new idea that fits your business ‘to a T’.
If you are currently looking to kick-start your career path
in Digital Marketing, or you have been debating it as a career/apprenticeship
option after leaving school here is a quick insight of the challenges you might
face when making campaigns and advertisements for your future employer.
Today I am going to share with you my top three tips for
building a digital marketing campaign. However, before I start you should be
able to identify the following:
Do you have an established understanding of what
you want your campaign goals to be?
Do you know who your target audience? Who are
you creating the content for?
Have you included a call to action? What do you
want the audience to do after seeing your digital campaign?
Does your campaign require customer involvement?
Is your post iterative with your customers?
Tip Number 1:
Be creative with the way you present your ideas!
There are many different ways you can create a digital
marketing campaign. Let’s choose social media for example…
On social media platforms you are able to share many different content types such as: images/image gallery, videos, PDF’s, Poll, GIFs, Share URL Links etc. This means that there are so many ways to create a campaign it is almost endless! As the platforms allow you to insert different media types, you should always make sure that you use a variety of different content for your audience to engage with this way you can ensure that you generate as much exposure as you can to your business.
Making your campaigns interactive with your audience can make a huge difference on the success of your posts. It can lead to many more ‘call to actions’ than a regular text post or image. However, my advice would be to start creating video content, include polls where necessary and use image galleries to spice up your feed because seeing the same type of content regularly can get dull.
Tip Number 2:
Make sure you choose a platform you want to optimise the
most during a campaign this will make it easier for you to measure the success
and in the future differentiate which platform works best for you as a company
delivering to your audience.
Here are a few platforms you can help to optimise and
develop a multi-channel marketing campaign:
Website: If you are looking to advertise a
product or a service… use blogs, new landing pages and product/service advertisements
(e.g. adding a new job or product).
Email: If you are looking to use email as a
platform, you can use it to help link back to your website and social pages.
This can be sending out a new newsletter to inform your target audience or
integrate different links to help direct traffic to another platform.
Social Media: You can have the same approach as
an email campaign to help deliver and redirect your audience to another
platform by using links or solely drawing attention to the product or service
in the digital campaign.
In the future you can start to make changes according to the data that you have collected. This will help improve your campaign strategy as you can start to use the more dominant platforms to help assist growth on your smaller platforms. This may depend on what company you work for as each platform has different strengths and weaknesses when it comes to advertising to different target audiences.
Tip Number 3:
Involve people in the workplace!
It is always good to create a relationship with your audience
online and a familiar face. Involving people in the workplace on your digital
campaigns can help create a brand image, personality and transparency. It makes
it easier for those using your service or purchasing your product to approach
you. Therefore, it may bring more attention and traffic to your business.
The more often they get to see your business environment, the more likely they are to gravitate towards you and your organisation.
Connect with us and keep up to date for future UK based Digital Marketing Apprenticeship opportunities.
Do you have a passion to help a wider team complete complex tasks using digital techniques? If this sounds like it would suit you, read on to find out how the Level 3 Digital Engineering Technician apprenticeship could help start your new career.
Key Responsibilities of a Digital Engineering Technician Apprentice
A Digital Engineering Technician helps produce detailed solutions to achieve the best performance of built environment projects through the use of digital models and presentations produced using software, sketches and electronic visualisations. This role will help support Digital Engineers and other functional specialists in completing complex tasks using digital techniques.
Entry Requirements for the Level 3 Digital Engineering Technician Apprenticeship
What does it take to get on a digital engineering technician apprenticeship? The typical entry requirements for this apprenticeship are 5 GCSEs or equivalent, including Maths and English; or a Level 2 apprenticeship. Employers may have their own entry requirements, so it is best to check with them to see what they ask for.
Core Competencies of a Digital Engineering Technician Apprentice
The course lasts 36 months, not including the End-Point Assessment (EPA) period. During this time, you will carry out many duties that could help fulfil different core competencies which you will be assessed on. Examples of some duties include:
Virtualisation and simulation;
Digital management of design, production and management of assets;
Communicate complex engineering principles to stakeholders;
Integration of construction data and information;
Follow the standards and regulation of digital information.
Digital Engineering Technician Knowledge Modules
Throughout this apprenticeship, you will have the opportunity to learn whilst on the job. However, you will also have knowledge modules that will help you understand:
Health and safety industry regulations, and how to identify basic health and safety outputs digitally
Sustainability issues in projects across various aspects
How engineering principles, codes and standards work in built environment
Principles of the commercial procedures and reporting on stages of construction project
Quantification and costing within a digital environment
How design brief proposals are prepared
Aware of how to apply technology and the human to technology interfaces
The importance of project planning and resourcing
The quality required throughout the lifecycle
The construction industry and its sectors
Awareness of objectives set by clients and employers
Basic research techniques to ensure integrity of knowledge discovery
The apprenticeship will help you understand these knowledge, skills and behaviours which will help you in your future career and further qualifications if you decide to continue pursuing this career path.
Qualifications You’ll Earn from the Digital Engineering Technician Apprenticeship
Once you have completed a digital engineering technician apprenticeship, you will gain qualifications in the following:
English and Maths will be required to be demonstrated at Level 2;
BTEC Level 3 Construction and the Built Environment;
NVQ Level 3 Diploma in Built Environment Design.
These qualifications are equivalent to A-levels.
Potential Jobs and Future Career
After completing this apprenticeship, you could progress to Construction Design Manager, Construction Quantity Surveyor, Construction Site Manager, and Civil Engineering Site Manager. Should you want to pursue a job as a Construction Design Manager, they apply similar skills that you would learn on this apprenticeship, such as commercial awareness, communication, and attention to detail. Construction Design Managers have an average salary of £25,000 to £90,000 so it is a lucrative career that you could look at developing in.
Other careers like Construction Quantity Surveyor have salaries that start from £25,000 and could go up to £80,000 at senior management levels. Similar to Construction Design Managers, this role has skills that can be applied that you will learn on the digital engineering technician apprenticeship.
The digital engineering technician apprenticeship has been designed to deliver the right competencies, knowledge and understanding to meet the requirements of Construction Skills Certification Scheme (CSCS) or other industry affiliated schemes, so you will not be ill-equipped if you decide to continue pursuing a career in this field.
As mentioned, the knowledge, skills and behaviours from this apprenticeship are required to help achieve Technician/Associate status through the following professional institutions:
The professional review process is also included in the assessment process of the apprenticeship.
For someone considering a construction career, this apprenticeship is a great starting point to get the transferable skills you need to continue developing as a digital engineering technician. A Digital Engineering Technician Apprenticeship will allow you to gain qualifications which will give you a strong foothold in further qualifications and professional regulations in this sector. In addition to learning and building your skills, you will be able to earn money and work in a real work environment, equipping you with the skills needed to succeed as you develop your career.
For more information on other related apprenticeships, take a look at our posts on other apprenticeship standards:
If you’re wondering how to become a self made digital marketing expert, here is the perfect place to start. Read on to find out the best tips and tricks to start a successful digital marketing career.
What is digital marketing?
Digital marketing is how you connect your brand with your customers, normally over the internet.
As more and more of our life becomes digitalised, digital marketing has taken over and there is a large demand for digital marketing everywhere. It is a great time to pick up the skill and take advantage of what digital marketing can do for your brand, or to start a career in digital marketing.
So, now you know what digital marketing is, you may be wondering how exactly to do it. Well, there are lots of new and exciting ways to get your brand out there, but let’s start with the basics.
Read on to find out how to become a self made digital marketing expert.
Types of Digital Marketing
There are many different forms and channels in digital marketing. however it mainly refers to:
Search Engine Optimisation (SEO)
Social Media Marketing
These are the main channels a digital marketer will use to reach their goals. A self made digital marketing expert will have to master all of these areas and more to understand how to grow their brand.
All of these channels have their own individual uses and you will need to learn the proper industry standards and best practices for them.
Getting digital marketing right
The most important part in getting digital marketing right is setting clear and realistic goals. You should start any digital marketing campaign in this way. You may want to get some new leads, or more sales on your website, or you may even just want to generate some brand awareness.
Whatever it is, you should keep a record of your targets and measure your success against them.
How to improve Search Engine Optimisation
Here are five quick ways you can improve your SEO (Search Engine Optimisation):
Publish relevant, useful content
Update your website frequently
Build up your backlinks
Use alt tags on your images
Search engine optimisation is an often overlooked part of growing your brand, however it should not be disregarded. The initial investment of creating content may be high, but it is certainly worth it.
Pay Per Click is just that – you pay advertisers per click you get on an ad. This is most often done through Google.
This is how you set up a PPC campaign in five steps:
Set your goals
Choose an advertiser
Select the keywords you want to bid on
Set up your budgets
Write your advert and create a landing page for it to link to
PPC is a much faster way of seeing your return on investment (ROI), however it can be costly. Just remember to keep your budgets small at first, until you have an idea of what works for you.
Content marketing for beginners
Content marketing is all about finding out what makes your target audience ticks, and using that to attract them to your brand. This may include articles, videos, podcasts, and other media.
Content marketing is not to be confused with SEO. SEO is the process of optimising your web pages to rank higher in the search engines, whereas content marketing is used to reach more people to connect with your brand with the use of content.
As you can see, SEO is more technical, while content marketing is more creative.
Email marketing has been around since the start of the internet, and is still a very effective way of reaching the right audience. Here are some tips for always creating an successful marketing campaigns:
Build your mailing list
Set your goals
Send different email types for different purposes
Segment your audience
Monitor your analytics
Make your opt-in attractive
Always follow up
Create original subject lines
An important thing to be aware of is that sometimes less is more with email marketing. It may be tempting to always send everything to your whole subscriber list, but this will quickly begin to feel spammy and won’t generate the leads you’re looking for.
Instead, personalise and tailor your content for different audience segments and it will be much better received.
It is also important to use the right platform. Research by Statistica shows that the most popular social media platforms in 2021 were:
Most used social media platform (millions)
Facebook – 2,895
YouTube – 2,291
WhatsApp – 2,000
Instagram – 1,393
Facebook Messenger – 1,300
Weixin / WeChat – 1,251
TikTok – 1,000
Douyin – 600
QQ – 591
Sina Weibo – 566
Telegram – 550
Snapchat – 538
Kuaishou – 506
Pinterest – 454
Twitter – 436
Reddit – 430
Quora – 300
Must have digital marketing tools
Some must-have digital marketing tools include:
Keyword research tool – SEMrush
SEO dashboard – yourSEOmarketingreport
Website analytics – Google analytics
Email marketing tool – Campaign monitor
Social media scheduling tool – Loomly
Photo editing tools – Canva or photoshop
Website tool – WordPress
Google data studio
These will help make your life much easier by automating certain tasks, tracking metrics or assist with content creation.
Is digital marketing a good career?
Digital Marketing a great career for anyone who is both creative and analytical.
You’ll have a lot of variation in your job. From creating social media campaigns, to PPC and display advertising, to SEO and the daily running of a website. You’ll never be bored in digital marketing.
It is important to note that you will need good english and maths skills, as the job involves a lot of analysing data and writing content. So, as long as that sounds something you’ll enjoy, digital marketing is definitely for you!
How much money does a digital marketer make?
The salary for an entry-level digital marketer, like a digital marketing assistant can range from £18,000 to £22,000.
Once you are more experienced in digital marketing, you could be earning p to £30,000 a year.
In a more senior management role, you could get up to £40,000 and more.
Level 3 digital marketing apprenticeships
The best way to start a career in digital marketing is to take a digital marketing apprenticeship. This way, you’ll be able to earn and learn, while gaining experience in digital marketing. But what does this mean?
If you take a digital marketing apprenticeship, you won’t have to pay a penny towards your learning costs, as this is covered by the apprenticeship levy. You also will get paid for full-time work while getting extra paid time to work towards your apprenticeship.
Another great thing about a digital marketing apprenticeship is that you’ll get the chance to gain valuable insight, knowledge and experience while you learn. You’ll even get a recognised qualification after you finish!
Level 6 digital marketing apprenticeships
After completing a level 3 digital marketing apprenticeship, you’ll be able to progress onto a level 6 digital marketing apprenticeship, which is actually a degree course. So, you’ll be able to gain a university-level qualification without any student debt.
After completing a level 6 digital marketing apprenticeship, the world will be your oyster, giving you unlimited opportunities for career progression – you will truly be a self made digital marketing expert.
It’s essential that people have the right knowledge, skills and confidence when getting started in apprenticeships. With digital marketing apprenticeships being a specific and unique profession to get into, I thought I’d share my top 3 tips into getting started and ensuring a good and solid foundation for success.
Realise it for yourself
You’ll find that you are probably involved in one aspect of digital marketing every single day. Whether that’s typing in your favourite products on a popular search engine (Google, Yahoo, Bing etc) to scrolling through social media or watching your favourite youtubers and coming across paid ads as an result, it’s needless to say that digital marketing is around us everywhere.
Seeing and appreciating Digital Marketing in this way will only help to raise your interest, awareness, but also develop your knowledge concerning the industry. As most young people have the opportunity using these aspects everyday, I’d suggest utilising them through the lense of a digital marketer. As you use these tools it would be good to raise a few points like:
Why does a search engine suggest keywords when finding a product on Google?
Why are the ads on social media telling me to ‘swipe up for more’ and what does swiping up do?
Why are companies constantly emailing me with incentives like ‘10% vouchers’?
There is always a reason behind these things and when going into Digital Marketing as an apprentice it definitely stands out and makes an impression on you that you can’t forget.
Get Familiar with Digital Marketing Tools
It’s important to familiarise yourself with tools that are needed for digital marketing. This way you’ll be able to track webpages and marketing campaigns and have a good understanding of how they perform.
KPIs and metrics such as form fills, page views, bounce rate, click through rate, open rate, organic reach and many more can all be measured on platforms such as:
One way in which I was able to get a great start in my Level 3 Digital Marketing Apprenticeship was through short and free courses that I searched for on Google.
There was a variety of courses that I completed prior to starting and during my apprenticeship. Doing these courses really established a foundation of knowledge that I was able to develop. The courses that I covered answered some questions that I had such as:
What does SEO stand for and what does it mean?
What tools do you use to measure paid campaigns?
How do I track the performance and data of a webpage?
How does Google Analytics work?
How do I know that emails are effective?
I recommend the following resources that provided all the latest updates, information and education needed for a great start in Digital Marketing:
In conclusion it’s important to integrate all of these tips, tricks and methods when getting into the field of Digital Marketing for any young person. Having these standards in place will definitely give any young person seeking an apprenticeship a great advantage in the field.
For the latest resources, updates and information around everything apprenticeships connect with us by filling the form below.
Are you preparing for your dream level 3 digital marketing apprenticeship interview? Want to get a boost ahead of other candidates for the role? Here are the top 5 interview tips for your level 3 digital marketing apprenticeship.
1. Maintain a summary of prior digital marketing experiences
You must make a list of experiences to show off your already
developing digital marketing competencies. Whether that be work experience or a
side hustle, anything to show off that you possess a genuine passion and
interest for the standard. Some good ideas to include could be:
Using social media insights to generate posts
(e.g. Instagram Insights)
Writing a blog about digital marketing topics
Describe how you keep up to date with the latest
Create a website with the intent to rank highly
Overall, you want to get across in your interview that the passion for digital marketing resides in you, you just need that real-world practicality and learning to take your skills and knowledge to the next level!
2. Update your LinkedIn profile and other digital channels
When applying for digital apprenticeships it is more crucial
than ever that you have set up a LinkedIn account and keep it up to date. If
you want to grow your digital marketing connections, an impressive presence on
LinkedIn is a must. Hiring managers across different industries use LinkedIn to
scout talent before interviews. It allows them to personalise questions and
gain a greater insight into an individual’s digital history. So, if you’re not
on there… how are they supposed to find you! Even worse, an account that is not
up to date could leave an employer questioning your professionalism.
It is also vital that you update any other digital channel
where you professionally present yourself. This could be an Instagram account
where you sell products or advertise a service. These are the small differences
to make your future employer believe in your initiative.
3. Prepare using practice questions
If your interview is 30 minutes long, that is approximately 30 minutes of questions. Therefore, it is key that you practice relevant questions. An example of digital marketing questions could be:
What do you like most about digital marketing?
What do you like least about digital marketing?
What digital marketing platforms and software do
What do you think is the biggest challenge in
digital marketing, and how are you addressing it?
What are the most important qualities for a
These types of questions can be practiced by writing answers
down or speaking out loud. However, the most effective way is to practice them
with a family member or friend. Through this method, you can also perfect your
tone of voice and body language to convey confidence.
4. Be aware of key level 3 digital marketing terminology
Research the most used terms in digital marketing and make a list of them. These can be found on level 3 digital marketing assessment plans. Throughout your preparation for the interview learn and memorise what each term means and what connects them to digital marketing. Some examples that could be on that list:
SEM or Search marketing
And there are plenty more! Being able to drop these digital
marketing terms could give you the edge and impress your interviewer.
5. Research the organisation you have applied for a level 3 digital marketing apprenticeship with
Dropping digital marketing terms into answers on your
interview communicates your interest in the standard. However, in addition to
this, you also want to pass on your interest in the organisation you have
applied for. Be sure to research previous successful (and unsuccessful) digital
campaigns that organisation had delivered and follow them on all platforms to
keep up to date with new projects. Not only will this tip show you have done
your research but display willingness to work on digital campaigns such as
Now that you have actioned each of these Interview tips for level 3 digital marketing apprenticeship, you are in a much better position to show off your digital marketing competencies before your interview. But there is one final tip that you should know… relax and be yourself! Remember why you have made it to the interview stage and that they are impressed already, now it is time to impress them even more!
You’ve almost certainly heard of Google Ads. After all, it’s why you’ve come. However, you may be perplexed as to how Google Ads generates customers for your company and how exactly do they work. Google Ads is a paid ad platform that falls within the pay-per-click (PPC) marketing channel, in which advertisers pay per click or per impression (CPM) on an ad. This guide will explain the different keyword match types digital marketers utilise to reach their goals.
Keyword match types
Keywords are words or phrases that are used to match advertisements to the terms that people are searching for. These ads are found at the top and bottom of SERPs. The keyword match types specify how closely the term must match the user’s search query for the ad to be considered for the auction. You may utilise broad match to offer your ad to a broader range of user searches, or exact match to target specific user searches. You can choose a broad match, phrase match, or exact match for your keyword match type when designing a text ad in your PPC campaign. Each form of match type in your Google Ads account has its own set of benefits and drawbacks.
While Googles machine learning and Algorithms have got smarter, broad match provides the least amount of restriction, matching your ads with a wide variety of search terms. When you choose broad match, your ad will show up whenever a user’s search query contains any word from your key phrase, regardless of the sequence. If you use broad match on “wedding guest dress,” for example, your ad may appear when someone searches “occasion dress,” “wedding outfits,” or “jumpsuits for weddings.” Google may also use synonyms to match your ad to searches such as matching “sundresses” to the keyword “summer dresses”
The broad match type is a great way to drive traffic however you should keep a close eye on your search terms report as costs can rise quickly.
Phrase match gives you a little more control than broad match but not as much as exact match; your ad will only appear if someone searches for your key phrase exactly as you typed it, even if there is other text before or after it. There has also been a recent adjustment, with broad match modifier being deleted and phrase match being simplified by merging phrase match’s control with broad match modifier’s wider reach. If you select phrase match on “summer dresses,” your ad can show up when someone searches for “mini summer dresses” or “summer dresses.”
Exact match is the last of the three match types and thus provides the most control. It has evolved over the last few years and has become smarter in matching user internet. Previously, if you were bidding on the term “black maxi dress” it would only match that specific term and not a search like “formal black maxi dress”. Now the algorithm allows for plurals and variations of the keyword. Exact math can help with keeping conversions and ROI high due to a closer search intent but can have less traffic.
Unfortunately, most campaigns end up spending more money on search terms that do not convert than we intended. Negative keywords use the same three match types as positive keywords. The big distinction is that if you want to eliminate a keyword, you must include all synonyms and nearby variations. By tightening up ad groups and campaigns with negative keywords, you can significantly enhance CTR and conversion rates and improve your paid search strategy.
Google Ads should be a component of your paid strategy because of its reach and authority. Start with doing your keyword research by using tools such as keywordtool.io and Google trends and test different keywords match types and strategies to find what works best for your business.
If you found this article useful, click here for more digital marketing guides and blogs.
As a Digital Marketing apprentice, it can be easy to fall into safe routines. Instead of recycling Facebook campaigns, read on to revolutionise your Paid Social today!
iOS updates sparks uncertainty for Facebook
Apple have recently announced their plans to introduce a new privacy setting to iPhones that will allow all users to consent to whether or not they permit being data farmed by ads, apps & advertisers – with the majority of people expected to take up the offer.
Though this may be a small victory to those who use the estimated 1.5 billion active devices, this is indeed a dent in the life-source of the digital age and spells great uncertainty to many ‘big data’ & ‘big tech’ companies alike (except of course, for Apple)
WHAT DOES THIS MEAN FOR FACEBOOK?
In the immediate future according to Facebook themselves “you can expect to see changes in our business and advertising tools, campaign set up, targeting, delivery, measurement, and reporting.”
Facebook are also expecting heavy issues with the current build of the Ads Manager, including “fluctuating performance for paid activity” & “custom audiences sizes being likely change”.
WHAT DOES THIS MEAN FOR YOU?
With this in mind, we can see that there is uncertainty for platform in the immediate future. There are, however, plenty of great alternatives when planning for paid social in you can use to really stand out in your Digital Marketing role!
Snapchat, whilst popular, remains to be overlooked as one of go-to Paid Social avenues.
As of 2021 the platform has accrued a user-base of over 265 million! On top of a huge user base, the engagement levels are off the charts: people use the application 25+ times per day, with 60%+ creating content daily.
From a creative perspective Snapchat offers a diverse selection of ways to best engage with your audience.
Snap Ads – this format is the most recognisable on the platform, these are in-feed videos as you scroll through stories. They always play with sound on and are 100% viewable in-frame.
Snap Commercials – ‘commercials’ are very similar to ‘ads’, difference being that these are non-skippable (but at a premium rate).
Despite this being a very brief introduction to the platform, Snapchat is proven to have an intuitive and quality advertising platform, through which you can control your activity using their Ads Manager. If your company/brand is looking to target a younger audience I’d definitely recommend researching the platform further.
As we all likely noticed, 2020 was the year for TikTok.
The second coming of Gen Z’s beloved Vine has taken the eyes of many by storm, with the actual downloads now totalling at 2 billion (the 7th most downloaded app of the 21st Century). The current viewership is now estimated to be around the 850 million mark.
Similarly to most modern Paid Social platforms, TikTok offers their own range of nuanced ways to engage with your audience
Influencer Activity – TikTok is famous for its influencer heavy content (both with and without spend behind it) and it’s no secret that influencer marketing, alongside TikTok, is on the up-and-up
Paid engagement (available via IO, self-service and programmatically) – TikTok naturally offer their own spin on in-feed video, allowing you to place your video creatives in the feeds on your custom audience via their own brand new Ads Manager.
As viable as TikTok has become there have been plenty of concerns regarding brand safety over the last year due to the enormous amount of UGC. If your employers or brand aren’t sold on the idea, you can be sure that TikTok themselves however have made huge progress in this area, now offering the below:
Human review of machine-identified harmful content with re-review based on level of views (viewership thresholds undisclosed).
Introduced Family Safety mode in the UK (allows parents to enable Restricted Mode & set screen time).
User interest & Demographic targeting.
Premium Targeting Mode (no brand suitability).
User controls: message/content/comments/violation reporting and a penalty system for policy violations (dissuading offensive behaviour).
Partnerships with NGOs and notable academics focused on user safety.
Plenty more where that came from
The two alternatives listed here are quick tours of, in my opinion, the best two alternatives right now.
However if you wish to look for more to enhance your Paid Social campaigns within your apprenticeship then read on here.
It’s critical to take advantage of social media best practices to succeed as a digital marketer since social media is one of the most influential and popular online activities. The recent pandemic has radically accelerated the use of online activities for people finding more ways to engage with each other. With social media constantly evolving and changing, your content and how you reach your audience has to adapt to these changes. Using social media best practices as well as strategies backed up by real data will get you the results you want.
I will be sharing some of the key best practices for social media, which you can implement into your social media strategy to improve your overall performance across channels.
1. Research your customers
Making assumptions isn’t going to work.
Knowing your customers is one of the most important foundational steps for any marketing campaign. If you don’t know who your audience is, you can’t give them what they want.
2. Competitor analysis
Often your social media audience overlaps with that of your competitors. So it’s worth checking out what they’re doing so you can benefit from the lessons they’ve already learned. Are they reaching segments you hadn’t thought to consider?
Look into the kind of content is being published and what performs well (and doesn’t). This will give you a head start on optimising your campaigns and increase the likelihood that your brand will be successful on social media.
3. Plan – Social Media Strategy
Summarising what you want to do and achieve on social media is vital.
Goals – Otherwise, how do you know what’s working, what’s not, and what to change as you create and share content? Here are a few examples:
Social Media Goal
Grow the brand
Customers into advocates
Comments, clicks, mentions
Drives leads and sales
Website clicks, email sign-ups
4. Choose which networks to use (and which to ignore)
Because too many marketers spread themselves too thin across too many networks. Research the demographics so you know more about your audience and who uses what social networks. It’s critical to determine which social platforms our audience prefers and tailor our content to match each platform.
5. Create a specific strategy for each social media platform
Don’t repost the same message across networks. Instead, craft a new message for every network and post. Each network is very different, so be sure to have a different strategy for each one. Various networks are each suited to different types of content and how you approach them.
Twitter is primarily meant for sharing ideas and is the platform where brands interact the most
Facebook is used to form an authentic relationship with their audience, it allows businesses to create and distribute quality content that’s helpful for their users
Instagram is used for sharing photography and videos, this is where people become a part of a social media community, there is less use of text and rather focused on imagery messaging – it makes the business more personable and not just product-centric
6. Respond to customers promptly
Speed is crucial to maintaining a happy customer base. People want to be noticed and feel recognised. Wherever it’s relevant—reply to your followers. In doing so, you could be cultivating a sales lead.
7. Monitor analytics to better optimise for future campaigns
Through measurement, you can determine whether your social media initiatives have led to positive results. Furthermore, if they haven’t, then this can help understand what adjustments to your strategy may be needed. There are many analytics tools to gather metrics from online; you can also use the analytics that the platforms provide:
Twitter has a dashboard to look at information, month-to-month. Like, top tweets, followers, and mentions. See too, engagements, impressions and promotions for your tweets for a given time period.
Facebook also has an analytics dashboard. Use it to view likes, followers, reach and engagement for your pages and posts. Notice the changes before and after a campaign.
Instagram offers analytics for business profiles. More than just content, gain insights about who your followers are when they’re online, and more.
KPIs for Social
Impressions, audience growth rate, number of likes, post reach, comments, reach & engagement rate.
There are endless ways you can best approach social media to reach your audience. Be sure to always research current trends when planning your social media marketing strategy, it’s all about what’s relevant now. It’s important to set goals that are relevant to your business. Take time to research your audience. Establish your most important metrics and KPIs. Create engaging social content. Assess what’s working, what isn’t, and how to keep improving. If you manage to get all that right or at least some of it…then there is no doubt you will have a successful social media approach.
Find out more
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