A guide to the End Point Assessment for your Level 3 Digital Marketing Apprenticeship

Are you starting or currently undertaking a Level 3 Digital Marketing Apprenticeship? Unsure how the End-Point Assessment works? Look no further!

Overview

Once you have completed your training and passed your Level 3 Marketing Principles Certification, Level 3 Principles of Coding Certification and Google Analytics Individual Qualification, you are ready to start your End-Point Assessment (EPA).

The EPA takes place in the final few months of your apprenticeship, using four assessment methods:

PortfolioEmployer Reference
This will be an accumulation of everything you have accomplished in your job so far. A chance to show the knowledge and competency you have gained through the apprenticeship and how you apply this in your work. Your real work project overviews will include performance reports, customer service and feedback.Your line manager will provide some information on how they think you are performing at work and the progression you have made. This will include how you apply your knowledge and behaviours whilst undertaking tasks within your role.
Synoptic ProjectInterview
You will be given a pre-defined project set to show a selection of your knowledge, skills and behaviours. You will be given 4 days to complete this task. This is a chance to show you are consistent in your work and that you have an understanding of specific digital marketing areas that may not be included in your day-to-day role but you have learnt in the apprenticeship.This is an opportunity to gather any other information or evidence to support your knowledge and competency shown in your Portfolio and Synoptic Project. This allows you to expand and define your work to the assessor, this will include your EPA work and workplace tasks.

The EPA gives the assessor a cumulative overview of your performance against the specified standards, allowing them to make a judgement on if you have met or exceeded the standards. Using a variety of assessment methods ensures that the assessment of your work is a reflection of your performance and the quality of the work you produce for your company using the skills and knowledge you have gained whilst undertaking this apprenticeship.

Grading and Results

Following the completion of your End Point Assessment, the grading will take place by an independent assessor. Who will accumulate your submitted work before the interview and will partially assess. The interview will allow the assessor to explore your portfolio and synoptic project in more detail, validate and test your knowledge. After the interview the assessor will come to a final conclusion for your grade. You will be awarded with a single grade of; Pass, Merit or Distinction.

The criteria that the assessment and grading is made from is the below 3 points:

  • The What: What you have shown you are able to do
  • The How: How your work has been carried out
  • The With Whom: Who you have worked with, the internal and external work relationships you have built

If you have met the minimum expected criteria you will be awarded a Pass. To receive a Merit your work must have a number of dimensions that shows you work significantly above the minimum criteria. For a Distinction grade, the quality of all your work must be significantly above the minimum criteria.

Summary

In conclusion, if you are thinking about undertaking a Level 3 Digital Marketing Apprenticeship or have already started, your EPA will happen in the end months of your apprenticeship once you have passed the required exams. You will be focusing on your knowledge, competency and behaviours, aiming to be significantly above the expected criteria to gain a Pass, Merit or Distinction. If you want to find out more information about the different stages of the Level 3 Digital Marketing Apprenticeship, please take a look at the blogs section of Apprentice Tips.

This is a great apprenticeship to undertake, it provides you with all the skills and knowledge you need to excel in your role and career as long as you apply yourself. Please be mindful that each apprenticeship will be based upon how the company your work is ran, you may not always be placed in the department you wish for but you may have the option to rotate. Make sure to research which company and apprenticeship would work best for you. Good luck and enjoy!

Skills A Digital Marketer Needs

Digital Marketing

The primary role of a digital marketer is to define, design build and implement digital campaigns across a number of different platforms, in hopes to create maximum noise for your business or organisation. What makes the ideal digital marketer? Well, we have collected the key skills required to create the best possible candidate for this role.

The skills required to become an innovating Digital Marketer

  • Logical and creative thinking skills
  • Analytical and Problem Solving Skills
  • Ability to work independently and to take responsibility
  • Ability to communication in various situations

1. Logical & Creative Thinking Skills

One of the more predominant skills to have as a digital marketing guru. Having the ability to breakdown analytical data and understanding the figures such as an email marketing campaign on Mailchimp. A digital marketer must suggest reasons a campaign may have succeeded/underperformed by using an open-minded approach and suggesting things which have not been mentioned before. This will allow you to stand out within your role. The ability to solve-problems with a well organised plan of action will deliver the best results in regards to your marketing campaigns.

2. Analytical & Problem Solving Skills

A digital marketer will work closely to Google analytics. Set tasks such as site performance, traffic and organic growth reports can be viewed within google analytics. Depending on the data on display, it is the marketers duty to evaluate this data. If any problems were to come forward, this would mean that the digital marketer would take this into their own hand, being able to solve the problem using initiative.

3. Ability to work independently & take responsibility

The marketing department is always going to change and this is because of external factors such as trends. It is a digital marketers duty to pay close attention to these trends and find ways to implement these into their own work. This is a huge liability but, a responsibility which displays leadership, initiative and awareness. This will definitely impress your marketing manager!

4. Ability to communicate in various situations

Communication is a key skill in which we all know the predominance of however, being able to master communication in various situations is a skill in itself. Some days it is all sunshine and rainbows but, other days may not be as electrifying within the marketing department. Work load maybe getting the better of you and you may feel glued to your seat for hours. Maybe a hostile bug has crashed your site or a hacker has crashed your Instagram page. In a situation like this, it is vital to remain composed.


An Overview

With the right skills in place, digital marketing can be made easy for all!

These key skills will be further sharpened and developed over time during your digital marketing course so do not feel overwhelmed and remember that patience is key and the key is needed for success and success cannot be rushed therefore you must be patient.


Any questions or quires which you may have regarding digital marketing apprenticeships, feel free to head over to our LinkedIn or Twitter page and join the discussion, by giving us a message or you can simply view our blog relating to digital marketing. We hope to hear from you soon!

Email marketing best practice to drive results

What is email marketing? 

Put simply, email marketing refers to the process of targeting your audience and customers through email to reach specific business objectives. 

Email marketing is a crucial element of the marketing mix; it enables you to:

  • Build and nurture contacts through personalised engagement.
  • Increase brand awareness by promoting your company’s products and services
  • Boost conversions and revenue by providing relevant and valuable information to customers to reach their goal.

How to build your email marketing strategy

The following steps outline an effective email marketing strategy to drive results:

Establish your audience: In order to ensure your email is effective and relevant you must first define your audience. Do some research and find out what your audience wants. This will then enable you to tailor your email campaign to the audience demand. 

Set your goals and objective: After establishing your audience, the other key component of an effective marketing strategy is defining your goals and objectives. For example, it could be to increase email recipient engagement (open rates, 

Grow your mailing list – this can be done in a variety of ways such as:

  • Create unique email content – emails must be informative and valuable increasing the likelihood that recipients will open and forward them to their connections. 
  • Encourage subscribers to forward your emails – add an ‘Email to a Friend’ and ‘Subscribe’ call to action/button on the emails to gain access to recipients’ networks to expand the mailing list. 
  • Create a lead-generation offer – promote a gated lead-generation offer, such as a free ebook, on a landing page that asks visitors to provide their email and opt-in to the mailing list to download it.
  • Promote lead-generation offer on social media – create a social campaign to promote a free resource that asks followers to opt-in to the mailing list. 

Choose your email campaign type: It is important to remember that certain types may suit  a particular audience segment. Examples of email campaigns types are as follows:

  • Welcome email: Initial email welcoming the new subscriber to the mailing list. This will provide an opportunity to educate the user on your brand.
  • Monthly newsletter.
  • Blog or content promotion.
  • Increase website traffic campaign: linking to relevant resources for a certain audience segment.
  • Re-engagement campaign: emailing segment of audience who haven’t opened an email in 6 months with refreshed content. 

Stick to an email schedule which matches with your target audience – for example, for B2B recipients emails sent Monday-Friday, only early morning and lunch times have the highest open rates. 

Track email campaigns: in order to measure the success of the email performance conduct a monthly audit using KPIs such as clickthrough rate, conversion rate, bounce rate, list growth rate, email sharing/forwarding rate, overall ROI, open rate and unsubscribe rate

Optimise your email performance with an a/b test (split test): is a marketing experiment where you split your audience to test a number of variations of an email to determine which performs better. 

Personalisition: where possible, it is vital to personalise your response, for example, using the person’s first name. This will ensure the email recipient  feels valued and inspiring greater brand loyalty

Conclusion

In order to ensure campaign success you must establish an email marketing strategy. Setting your target audience, establishing your goals and setting a mailing list growth strategy will ensure strong email engagement KPIs. So, why get creative and start building your email marketing campaign!

Do you want to develop your digital marketing skills? Click this link to sign up to our mailing list to receive the latest digital marketing blogs. 

Interested in developing your skills and digital marketing knowledge; click this link to explore other articles about digital marketing competencies.

A Level 3 Digital Marketer: Technical Tools and Tips

Tablet Displaying SEO Report

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

What does a Digital Marketer do?

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

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

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

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

Research

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

Customer Service

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

Digital Tools

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

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

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

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

Creation Tools

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

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

Research Tools

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

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

Analytics Tools

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

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

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

Customer Service Do’s and Don’ts

Customer Service Do's and Don'ts

Customer service is a key competency in a digital marketing apprenticeship. It is important to deliver good customer service to build a loyal customer base and avoid negative complaints. Here are the main customer service do’s and don’ts you should follow if you want to successfully meet the customer service competency: 

Customer Service Do's and Don'ts

Customer service Do’s:

Efficiency  

  • Customer queries should be responded to quickly and efficiently. Customers shouldn’t be left waiting for a response. If customers are left waiting for a long time, they may file a complaint or become frustrated and visit a competitor instead.  

Monitoring social channels and online

  • All channels, including online and social media, should be monitored daily to ensure that important customer queries have been answered. It is also beneficial to interact with customer content that doesn’t have a query to help create a sense of community.  

Accessibility 

  • Contact details of support teams such as customer/IT support should be easily accessible for customers, so they don’t have to search hard to find help with their queries. 
  • There should be multiple channels that allow customers to communicate such as email, social media and the website. This allows a wider range of customers to get in contact. 

Individual Responses 

  • It is important not to give standardised responses to all queries. Customers should feel like they are getting unique, personalised answers to their questions. It is important to have a consistent tone of voice, but messages should be altered depending on the query. 

Knowledge of FAQS 

  • Knowing the answers to frequently asked questions will help you respond to customer queries quickly and accurately. A compiled list of questions that are frequently asked can also be added to the website. This list can then be linked in customer responses for extra information. 

Customer service Don’ts: 

Only responding to customer service enquiries on one channel: In order to meet your competency for customer service, you must display your knowledge on multiple channels, social media and online. 

Displaying one response to a customer: To showcase your abilities in customer service, you must have evidence of responding to at least three different queries.  

Not having clear policies: If you don’t have clear policies to follow when responding, there won’t be a consistent response to customers.  

Not going above and beyond: If you are responding to customers and only writing the minimum level of information, customers may not feel valued. Adding links to additional information and a follow-up such as “please reach out if you have any further questions” will help a customer feel like their query has been fully answered. This also means that they can reach out again if needed. 

How to improve your customer service?

As well as following the customer service do’s listed on this blog… Here are some things you can do to improve your customer service skills: 

  • Research your company’s brand and tone of voice (e.g. formal/informal). This will help guide how you respond to customers and keep responses consistent.  
  • Research industry leaders and how they do their customer service. Looking at how they respond to customers on social and online channels can show you customer service best practices.  
  • Stay up to date with new trends and changes. New developments in technology such as Live Chats can affect the standard of customer service customers expect from you. Keeping up to date with trends can help you deliver a high standard of customer service. 

Conclusion

Customer service is an important part of digital marketing. Learning how to deliver high-quality customer service will help you be successful in a digital marketing apprenticeship.  

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Comment any customer service do’s and don’ts that we missed! 

Organic vs. Paid Social Media

Young people sitting on stairs using smartphones for organic and paid social media

Weighing up the options between paid and organic social media? Not sure where to start? We’ll save you some legwork: you’ll find everything you need to know in this expert guide.

As a digital marketing apprentice, social media implementation is crucial. For instance, you’ll need to show that you have a variety of skills and the ability to run digital campaigns across different social media platforms. In this guide we’ve outlined the main differences between organic and paid social media, as well as including some examples to help you understand better. We’ve also chucked in some useful links to help get you started to becoming a social media wizard!

The key to social media is being social

Eli Fennell

What is Organic Social Media?

Organic social media refers to the free content that all users, including business and brands, share with each other on feeds. For example, this could include posts, photos, videos, memes and stories.

As a brand, when you post organically to your account, you can expect that people who see it are:

  • A percentage of your followers (also known as organic reach)
  • Your follower’s followers
  • People following any hashtags you use

Brands use organic social to:

  • Establish their personality and voice
  • Build relationships through informative, entertaining or inspiring content
  • Engage customers at every stage of the customer life cycle journey

Example of typical organic content from a business:

Pantone leveraging user-generated content

Pantone excels at the strategic use of user-generated content to build a stunning feed. For example, the brand uses aesthetically pleasing, high quality content to grab the audiences attention. Additionally, the short, punny copy doesn’t detract from the image.

What is Paid Social Media?

Paid social media involves brands paying money to social networks such as Facebook and Instagram to have their content shared with specific audiences. Paid social posts will show up in the feeds of whichever audience you decide to target and can be filtered by demographics, likes, interests and more.

Cost-per-click (CPC) is one of the most common methods of charging for this type of promotion.

Businesses and organisations use paid promotion on social media to:

  • Raise brand awareness and attract new followers
  • Promote new deals, content, events
  • Generate leads
  • Drive conversions

Example of typical paid content from a business:

example of paid social media
Moz stands out with colourful ad creative

Similarly to the the organic social example, Moz uses bright colours to stand out in the audience’s feed. It grabs the reader’s attention with bold colour choices. However, this ad is targeted to people who like marketing and marketing agencies, so a case study link makes sense here. Moreover, the strong, minimal copy gets the point across quickly and efficiently.

While paid social and organic social vary in their scope it is useful to know the benefits and drawbacks of each.

The verdict on Organic vs. Paid Social Media

Both organic and paid social media suit different businesses with different priorities in different situations. If your business doesn’t have the budget to implement a paid social media strategy, then try focusing on organic social media. Write thoughtful content and actively engage with your customers online. However, if your business has a sizeable marketing budget, prioritise your paid social media efforts to immediately spread brand awareness and draw specific audiences to your profile.

Ideally, you will be able to find a way to incorporate both methods into your overall social media strategy to improve your online presence. To take your social media marketing skills to the next level, take a look at more of our digital marketing blogs to become a social media pro!

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The do’s and don’ts of social media implementation as a digital marketer

As a digital marketing apprentice, social media implementation is vital. you’ll need to show that you can run digital campaigns across a variety of channels, including social media platforms, websites, and email. In this post, I’ve compiled a list of the top do’s and don’ts for digital marketing apprentices when it comes to launching a social campaign. You’ll be able to tweet, comment, post, and snap with confidence knowing that you’re on the right track if you follow these simple principles.

Do – Keep consistency across social media platforms

The only way for you and your organisation to flourish online is to maintain a consistent brand throughout all of your online conversations. You can improve your brand equity, consumer trust, and, eventually, your bottom line by being loyal to who you are. Reminding yourself of the corporate voice/tone, utilising brand colours when creating, and ensuring that the messages you’re publishing or re-posting are relevant to your brand image.

For a further look at the do’s and dont’s of social media as a whole, read ‘The do’s and don’ts of social media as a Level 3 Digital Marketer’.

Don’t – Allow trolls or bots to spam the comments

Delete any remarks made by a social media troll that are derogatory or insulting, and report the individual. Bots that post spammy messages in the comments are in the same boat. Despite the fact that you have no control over this behaviour, you should react to these comments as quickly as possible since they can harm your brand’s reputation.

Don't allow trolls or bots to spam the comments - The do's and don'ts of social media implementation as a digital marketer
Don’t allow trolls or bots to spam the comments

Do – Vary your social media post type

Your social media implementation should be varied to some extent. The same old 1 by 1 aspect ratio photo style can get monotonous, and if your followers grow weary of your format, they may start passing over your material without engaging with it. That’s why I always recommend sharing a balanced mix of vertical, horizontal (landscape), video (or Reels on Instagram), and gallery posts (Carousel on Instagram).

Don’t – make spelling or grammar mistakes

This may seem obvious, but you should always have a second pair of eyes proofread your posts or articles. Before sending out a post or an update, be sure it’s been proofread by at least one person. Apps like Grammarly, on the other hand, can help you lower your typo rate.

Do – Create a social media post schedule

Scheduling social media postings ahead of time is a huge time-saver. Pre-scheduling your social media activities will save a lot of time for a digital marketing apprentice, allowing you to focus on other digital parts of your company. It’s always a good idea to save time by scheduling your blog articles, tweets, and status updates ahead of time. An example of a tool that can help with this is Later.

Don’t – Mix personal and professional

Nowadays, brands and businesses strive to humanise their online presence. This might involve linking their personal and corporate accounts, as well as commenting and sharing between them. Although it looks to be a great idea when done correctly, I feel it is a hazardous strategy because your business might be overwhelmed by personal updates, leaving your audience confused about what your business stands for.

Don't mix personal and professional - The do's and don'ts of social media implementation as a digital marketer
Don’t mix personal and professional

Conclusion

Hopefully, this ‘do’s and don’ts’ advice has taught you that social media isn’t only for personal use, such as posting pictures of your cats or holiday photos! Instead, social media implementation is a strong tool for businesses and digital marketers to promote a brand, drive traffic to a website, and develop a reputation that your competitors can’t ignore.

Digital marketing apprentices are responsible for using social media implementation as a marketing strategy. The goal of social media marketing is to increase your brand’s visibility, personality, and community. Hopefully, now you can create a set of fundamental ground rules for your business’s future social media marketing campaign by following the dos and don’ts outlined above.

For more information on other apprenticeship courses available in the UK, visit our website by clicking the link here.

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How to become a self made digital marketing expert

Person using the internet to become a self made digital marketing expert

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)
  • Pay-Per-Click (PPC)
  • Content Marketing
  • Email Marketing
  • 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):

  1. Publish relevant, useful content
  2. Update your website frequently
  3. Optimise metadata
  4. Build up your backlinks
  5. 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.

Here are 5 ways to generate more website traffic.

How to use Pay Per Click

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:

  1. Set your goals
  2. Choose an advertiser
  3. Select the keywords you want to bid on
  4. Set up your budgets
  5. 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.

Here are 7 ways to generate more website traffic.

How to up an email marketing campaign

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:

  1. Build your mailing list
  2. Set your goals
  3. Send different email types for different purposes
  4. Segment your audience
  5. Monitor your analytics
  6. Make your opt-in attractive
  7. Always follow up
  8. 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.

Here are 5 free email marketing tools to create effective campains in 2022.

How to launch a successful social media campaign

Now it is time to launch your first social media campaign. Follow these simple steps to never fall short again.

  1. Research your competition
  2. Decide on your strategy and change it if you need to
  3. Use different types of content within a campaign
  4. Use a mix of promotional and informative content
  5. Find out what’s trending
  6. Make your content stand out
  7. Create a social media schedule

Social media is a great tool to use as a digital marketer. You have the option to set up either paid or organic campaigns, suited to any budget. But which platform should you choose?

Find out more ways to make your social media campaigns successful.

Pie chart of social media for digital marketers

Pie chart of social media

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)

  1. Facebook – 2,895
  2. YouTube – 2,291
  3. WhatsApp –  2,000
  4. Instagram – 1,393
  5. Facebook Messenger – 1,300
  6. Weixin / WeChat – 1,251
  7. TikTok – 1,000
  8. Douyin – 600
  9. QQ – 591
  10. Sina Weibo – 566
  11. Telegram – 550
  12. Snapchat – 538
  13. Kuaishou – 506
  14. Pinterest – 454
  15. Twitter – 436
  16. Reddit – 430
  17. 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.

3 Major Reasons you need Social Media in Marketing

Social Media in Marketing

Social media is at the forefront of peoples minds today with approximately 3.78 billion social media users worldwide in 2021. With so many users worldwide, if you’re not using social media in marketing then you absolutely should be! There’s an array of opportunities for marketing on each social media platform, whether you’re a B2C or B2B. The marketing sector has evolved over the years, especially with the likes of the pandemic pushing tech innovations to surface even faster than before. But what does this mean?

As more of us are working from home, using these tech devices, the marketing sector has had to adapt to these changes, pushing advertisements in other places other than the traditional methods. As an Apprentice Digital Marketer, you will learn the benefits of social media in marketing and how to curate social media campaigns subject to the Apprenticeship Standards.

However for now, we will run through 3 major reasons why you need social media in marketing…

The world is moving to Digital, and so is Marketing

The world is becoming more digital and self serve by the day, with innovations such as Amazon Alexa popping up. However, the 2020 Covid Pandemic had heavily increased the pace of Digital innovation.

Traditional marketing is still existing in the likes of radio, newspapers and billboards however, many sources are moving online. Newspapers and magazines have moved forward with the times and now operate online. They even have their own social media accounts where their audience can comment and re-share articles, which in term is getting lots of engagement and more views than traditional alone.

By being online this opens many more doors to obtaining customer data and behaviours, creating mailing lists, gaining subscriptions and much more than just paper alone: the possibilities are endless!

Social Media Advertising is noticed much more, and considerably cheaper

Although we still see traditional marketing around, it’s something we have all become accustomed to seeing and not being interested. Our mobile devices however, are getting much more screen time, therefore much more attention.

“In 2020, digital advertising spending in the United Kingdom (UK) amounted to 16.47 billion British pounds” – Statista.com

Additionally, social media advertising can be much cheaper than traditional. Some posts across platforms are as cheap as a few pounds with a much higher exposure. Generally, there is a much higher ROI with paid ads.

There are huge benefits to social media advertising, such as:

  • Targeting audiences at granular levels including demographics, behaviours, locations, interests etc.
  • Gaining back data on audiences to cater advertisements to them
  • Analytics on advertisements being so precise you can see how effective your ads are
  • Revising whilst they are active to gain the highest benefits from your ads
  • There are so many different formats of advertisements apart from the standard image

Read more on Digital Marketing tips in our blog

The rise of short video content – taking the web by storm

In 2021, the most downloaded app is of course, TikTok.

Unless you have been living under a rock the past year, everybody has heard of the video based app taking over the online world. But what does this have to do with social media in marketing?

Many social media platforms are turning to short video based content to follow in TikTok’s footsteps – as it’s success is very clear. What people want to see has evolved over time, and short videos show no signs of slowing down. The fact that TikTok has been the most downloaded app of the year, shows where people are visiting most. So, if you’re not creating this type of content and using it for advertising, you’re most definitely missing out on the 1 billion users alone on TikTok…

Although video content may seem harder to do, is it no doubt more fun to take part in rather than uploading a plain infographic. With the use of trending sounds combined with user participation – short video is so engaging that even the likes of huge corporations such as Innocent Drinks & Ryan Air are getting involved in the fun.

Read here to stay up to date with social media trends.

Conclusion

In short, social media in marketing today is a must. The audience on each platform is so vast there is no excuse NOT to include social media in your marketing plan! Talking of social media…

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Digital marketing – How to connect with your audience on Social Media

A phone with social media platform apps with a text overlay how to connect with your audience on social media

There are many skills that will make you a great digital marketing apprentice, like running great email campaigns, getting the best out of paid social, or utilising SEO to name a few.

Social Media platforms offer a brilliant way to connect with your audience, here’s how it’s done!

Encourage audience participation

Create engaging content that encourages your audience to get involved!

  • Ask questions in your social media posts.
  • Make use of interactive polls and Q&A features on platforms such as Instagram Stories.
  • Run relevant competitions where the entry mechanism involves some kind of audience interaction.

Engage with comments and mentions as part of your digital marketing strategy

  • Get involved in conversation where people are talking to or about your brand.
  • You can manage relationships with customers on social media through written communication the form of social response. This can help you improve people’s perception of your brand by strengthening individual relationships with customers and enhancing & maintaining positive sentiment on social media.
  • There are sometimes risks when replying to negative, hateful or derogatory comments. There is the possibility of adding fuel to the fire and giving someone the opportunity to bite back. This could lead to a conversation to escalating in a negative light. However if you ensure brand responses are always helpful and sympathetic to the problem that a customer is facing – you can often turn a frown upside down.
A screenshot showing a customer interaction on social media and how social media engagement in digital marketing can turn a negative perception into a positive interaction.
In this image, a customer was unhappy with their experience on a training course from an accounting software provider. The comment was responded to with appropriate humour and demonstrates how you can turn a negative perception into a positive interaction by engaging with social comments.

Amplify User Generated Content

User-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands.

Hootsuite – A Marketer’s Guide to Using User-Generated Content on Social Media

People connect with people! By amplifying UGC on your social platforms, you allow customers to become advocates of your brand.

  • Instagram is a great platform to highlight User Generated Content. If your customers or fans share relevant stories tagging you, these can easily be reposted onto your stories. This is an easy method to slowly introduce UGC to your digital marketing strategy as it doesn’t impact your usual posting cadence or the look of your Instagram grid that may already be well established.
  • Another easy way to introduce UGC is to make use of testimonials and reviews and repurpose these as social posts. Your future customers are likely to trust the voice of another person who likes your product or service.

Adopt an authentic brand tone of voice as part of your digital marketing strategy

Creating an authentic tone of voice can help you to humanise a brand and make more personal connections with your audience. A brand voice isn’t something that can be created overnight, it takes time to amplify this consistent tone on social media. Some companies such as Innocent Smoothies do a great job, recognisable for their witty posts and responses to customers.

  • When crafting written social content, rather than just typing or writing, say things out loud, then note them down. How you formulate sentences when you speak may have a much more natural, conversational tone. 
  • It can be easier to strike a more human tone when thinking less about grammar. For some, using contractions is a no go, however using contractions can read more naturally and less corporate or cold. For example : “We cannot take the credit for that, Lewis, but if you ever need accounting software stuffed with great features, you are in the right place.” sounds more monotone and automated than “We can’t take the credit for that Lewis. But, if you ever need accounting software stuffed with great features, you’re in the right place.”  

Here’s a great four part formula to finding your brand voice.

If you’re an existing Digital Marketing Apprentice honing your skills, or interested in taking the Digital Marketing apprentice route… We have something for you! An E-Book packed full of everything you need to know for your EPA interview.

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