The Do’s and Don’ts of Email Marketing Campaigns

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

There are so many different marketing methods out there nowadays, especially with the rise of digital marketing, that it can often be difficult to pinpoint which methods will be most successful in reaching your audience. Luckily, there are a few trustworthy methods that prove their effectiveness time and time again – one of which is email marketing! While it can be daunting starting an email marketing campaign from scratch, especially as a digital marketing apprentice, there are plenty of free tools to help break it down. This blog is one of them, and I’m going to go over some of the major do’s and don’ts of implementing an email marketing campaign to hit as many competencies in your Level 3 Digital Marketing Apprenticeship as possible!

A figure gives the thumbs up while leaning on a green tick

Email Marketing Do’s

Use a Free ESP (Email Service Provider)
There are plenty of tools available online for free that can make the process of preparing and distributing an email campaign much easier. Platforms such as MailChimp and SendGrid offer built-in segmentation tools to segment your audiences, as well as drag-and-drop email editing and easy-to-navigate analytics reports. Using a tool like these simplifies the process, reducing the need to manage mailing lists and content in separate applications. If that wasn’t enough, using an ESP properly and effectively to build an email campaign can contribute towards multiple competencies, including but not limited to implementation, technologies, written communication, and analysis.

Segment Your Audience

As mentioned above, it’s important to segment your audience to ensure that you are sending the most relevant content to each group. There are four types of audience segmentation:

  • Geographic Segmentation
    Grouping audiences together based on geographical location and borders.
  • Demographic Segmentation
    Grouping audiences together based on demographic, such as age, gender identity, education level etc.
  • Psychographic Segmentation
    Grouping customers based on traits such as their personalities and interests.
  • Behavioural Segmentation
    Grouping customers based upon their decision making and purchase history.

As an example, if you were to run an email newsletter based on fashion trends and industry news, it may make sense to use demographic or behavioural segmentation. Demographic segmentation could be used to segment audiences based on their gender identity, to ensure they are only receiving information on trends that impact them. Likewise, behavioural segmentation could be used to segment audiences based on their purchasing history, and to break audiences down into those who have purchased different items, i.e. purses, handbags, shoes, clothes etc.

Not only will segmenting your audience lead to higher open and click-through rates, but you will again meet several competencies from the Level 3 Digital Marketing Apprenticeship, including research, implementation, and digital tools.

Utilise A/B Testing
A/B testing is a method whereby two almost identical emails are sent to two different test groups, with the aim of finding out which is most effective and produces the best results/analytics. It’s important to note that when conducting A/B testing of an email, the elements that are changed should be kept to a minimal amount. If too many features are different, such as the subject, preheader, imagery and links, then it may be difficult to determine exactly which feature/s impacted the results. In contrast, using only a different subject line and preheader for both emails will enable you to easily track what impacted the results, with whichever one having a higher open rate and generally better metrics being the ‘winner’. Since A/B testing is conducted with just a small sample of your total audience, the ‘winning’ email can then be sent out to the rest of your audience knowing that the more effective and impactful subject and pre-header are being used.

A figure gives a ‘halt’ gesture to signal not to do something

Email Marketing Don’ts

Send Emails for the Sake of it
Since there are particular competencies and projects you may need to complete for your Level 3 Digital Marketing Apprenticeship, it could be tempting to put together an email marketing campaign and send the emails out in quick succession to ensure you meet the competencies. This could have the opposite effect though, as it is one of the quickest ways to lose your audience’s interest, and can lead to a dramatic increase in unsubscribes and spam reports. If you’ve taken the time to segment your audiences and curate content that is relevant and engaging to them, you don’t want to overdo the emails and bombard them with too many! It’s important to create and adhere to a campaign schedule for email marketing, which should evenly space out emails and prevent too many being sent close to each other. This could lead to audiences losing interest in your content, and may result in email providers marking your emails as spam/junk, further damaging your campaign’s analytics.

Forget to Check Your GDPR Compliance
Since the EU’s GDPR (General Data Protection Regulation) was enshrined in UK law via the Data Protection Act 2018, it is vital that every email you send adheres to these regulations and legislation. Every email marketing campaign must include the sender’s physical address within each email, whether it be an office address, home address, or PO Box. In addition, you must also provide a way for email recipients to easily change their preferences or opt out of all email communications from you. This is usually found at the bottom of an email, with buttons stating ‘Unsubscribe Preferences’ and ‘Unsubscribe Completely’. By including these simple elements, you are ensuring that your emails are GDPR-compliant and mitigate the risk of any legal or financial backlash.

Use Too Many Images
Finally, don’t use a lot of images in one email! While it may look nice when you’re designing your campaign, images can have a large impact on email’s loading times, and may not even display due to data limitations on mobile devices. It’s fine to use a couple of images in each email, but using too many images reduces how well your content will display on different devices, and may therefore result in people losing interest in your campaign. If you are including imagery in your email campaign, be sure to test the email before sending, and view the email on multiple devices and platforms to ensure the content and imagery are optimised and fully visible on every one.


While it may seem a daunting task with too many technical aspects to remember, building an effective email marketing campaign can reap sizable rewards for your company. If you stick to best practice and the advice above, you can easily build and schedule an amazing email marketing campaign that takes care of itself, with you only needing to monitor the analytics once each email is sent. In turn, you should have a brilliant campaign to include in your portfolio for your Level 3 Digital Marketing Apprenticeship, and hopefully have ticked off quite a few competencies along the way!

Digital Marketing Magic

Digital marketing is essential for any and all brands. Creating an impact across all channels increases the brand revenue, awareness as well as brand image massively. Working within digital marketing to make this happen for a brand is magical! We’ll be sharing the different areas you can go into below.

digital marketing, digital work

Social Media Marketing

Social media is huge right? It is actually 4.95 billion people, huge! According to The Digital Overview Report, that is nearly 63% of the world using social media regularly. Social media is a key element to digital marketing, looking for all the potential customers for your client to target across the key social media platforms coupled with choosing and placing strong performing formats.

You have the chance to partner with Instagram, Facebook, TikTok, Snapchat, Youtube, LinkedIn as well as Pinterest. By creating exciting campaigns for your client, measuring success by developing your analysis and digital tool skills. Find more about the skills you can develop here. Additionally, check out Apprentice Now’s blogs on Social Media here.

SEO Marketing

There are many key elements that make up SEO (search engine optimization), one of these being keywords, together with all the coding that goes into a website. But what are keywords, exactly? Keywords are words and phrases that the target audience use to find online content, and brands can then use to connect with those who are looking for their products and services.

You will learn how to value a site based on coding, improve the site by the successful use of digital tools and watch the site ranking improve day-on-day! Google ranks a site based on Google uses crawlers to crawl, scan and index every website page. The website then gets ranked based on Google’s opinion of its authority and usefulness to the end-user.

Find out more about SEO, what it is and the apprenticeships available now here!

Display Marketing

Within display marketing you have the opportunity to partner with a huge choice of magazines and newspaper titles to create brilliant campaigns and results. Furthermore, build strong professional relationships with the media owners, developing your skills meanwhile creating great campaigns for happy clients.

You will discover an abundance of formats from superhero, carousel to MPUs, choosing the best format for your client brief to attract your target audience the most efficiently! Find out more about Display Marketing and the apprenticeships available.

Email Marketing

Email marketing builds customer relationships, launched easily and effectively as well as creates brand recognition. You use email marketing to promote the clients brand, business and services by creating customer loyalty through email communication. Keeping the brands customers in the loop about latest news, products, discounts, etc.

It is a simple, yet effective way to increase client revenue, sending emails through a custom made mailing list. Check out roles, education schemes and more about Email Marketing now!

Other Options

Within digital you have other options such as: Search Marketing, PPC, Content Marketing, Mobile Marketing, SEM, Influencer Marketing and more! To find out more on all the other channels and paths you can go into click here.

Marketing is a huge industry, fast-moving and exiting! The industry provides you will many transferable skills such as organization, communication, problem solving, analysis, and many technical and digital tool skills. These skills will set you up for the basis of great marketing, as well as the ability to transfer into other departments successfully.

Check out the roles available on Apprentice Now, along with the training you under go here.

Past apprentices have created a page where you can review each apprenticeship and if this department would be the best fit for you, you can also see the success stories and the progress you could make within the industry! Find out more now!

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.

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

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

Digital Marketing mobile

The do’s of digital marketing on Facebook  

DO define & refine your audience 

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

DO carry out split tests  

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

DO report weekly & optimise 

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

Digital marketing desktop

The dont’s of digital marketing on Facebook 

DON’T stop organic social posts  

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

DON’T use engagement bait  

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

DON’T overdo it on the copy  

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


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

Digital Marketing Apprenticeship Level 3 | Top 5 Tips for Email Marketing

Male using laptop with mobile on desk for digital marketing apprenticeship

Email marketing is a specialist area of your Digital Marketing apprenticeship and also remains as one of the most powerful marketing tools, it has truly stood the test of time. Whilst Facebook, Instagram, Twitter, Tik Tok all pose big opportunities for your company, algorithms, spend and following all have a substantial impact on ROI. With email marketing you have the opportunity to digitally ‘hand-deliver’ a message, promotion or information directly to the customer. Yes, they will need to have signed up to your mailing list, but as soon as they do, you have an open door to one of the most personal possessions, their email inbox.

Below I cover five top tips for email marketing within your organisation and as part of your level 3 digital marketing apprenticeship.

1. Know your audience and make it personal

So, to make this work you need to learn about your email subscribers, 77% of consumers want personalized content. With Mailchimp predicted demographics you instantly get a better idea of who you are talking to. At this point, what you know about the customer is, rough age, gender, name and email address… This is all useful information, but your emails would benefit from a little more background before they are created. Key information to learn:

  • Date of birth – good for birthday vouchers, discount codes and knowing age.
  • Location
  • Product preferences
  • Lifestyle interests

If you are using Mailchimp for your email campaigns, see the survey builder here.

Knowing your audience not only allows you to better connect with them, but you can also tailor campaigns to them, segmenting your audience into different groups with different needs. This will help you build a positive relationship with the customer, and keep your email being opened.

2. Invest time in your subject line

The subject line is the first impression of the whole email, all the hard work you have put into the email campaign itself could be lost if you are not successful in crafting a catchy, relevant or interesting subject line, they can make and break your campaign. Mailchimp carried out an email marketing study and found that short, personal and descriptive subject lines that gives the reader a reason to learn more work best. One approach may not work for the entirety of your audience though, be sure to segment your audience into groups so you can adjust the subject lines to better suit them. Also, you can use merge tags to include the customer name or location in the subject line, this making the email very specific to that person.

3. Easy reading and good imagery

In a digital world where everything is so busy, advertisements are everywhere, and we have less and less time, it is important that you make emails easy to read, skimmable and interesting to look at. It is important that you communicate your message as quickly as possible to ensure the audience will open your email and give it any time or thought. Content structure is crucial to enabling easy reading and understanding. Use bullet point, lists and headings so the important part of your message is delivered quickly. Keeping the valuable content in your email above the fold is a useful tactic, this saves the reader time, without sacrificing what you want to tell them.

Making your emails easy on the eye will also prove beneficial, keeping the campaign text down and complimenting this with good visuals will reinforce your email message and give you more chance of the campaign being successful, would you read a white page full of text if it landed in your inbox?

Super sale promotional image for interesting content for digital marketing apprenticeship email marketing

4. Limit how frequent your emails are

How often should you email your subscribers? Well, marketers who send only one email per week have the highest open and click-through rates. This being said, if you want to maximise ROI it is important you don’t miss out on valuable sales opportunities. Email frequency can be a balancing act, optimising email frequency is important to get the most out of your campaigns, without losing subscribers. A study carried out by Validity found that primary subscribers could tolerate up to five emails per week before complaints substantially increased. I feel this is pushing the boundary though, depending on your market and products of course. Typically, I would recommend starting with a single solid campaign per week, perhaps increasing this up over time to two, all the while monitoring for positive and negative impacts to open rates, click-throughs and subscribers, then making frequency adjustments accordingly.

5. Make it easy for people to unsubscribe

Yes, that is correct, make it easy to unsubscribe. This goes against everything you will work so hard for, building up you subscribers just to make it easy for them to get away… Well, it is unfortunately inevitable that some people will unsubscribe, it could be anything from changing location, not requiring your services anymore or they were just not satisfied with your emails. Unsubscribers are good and bad; bad because you lose a contact to email, good because it makes your subscriber list cleaner, holding only people that are interested in your campaigns.

To ensure good deliverability and worthwhile data from campaigns it is better that people unsubscribe than put your emails into a separate folder, or even worse… mark as spam.

A few tips to allowing people to easily unsubscribe:

  • Make it clear, “Unsubscribe” as hyperlink text so it is quickly found.
  • Check it is big enough text so that it can be seen on mobile devices.
  • Don’t require subscribers to log into an app or website to confirm, a simple two-click process is desirable.

It is not beneficial to you or the customer if the text is buried somewhere deep into the footer.


Whether you are currently taking part in a Level 3 Digital Marketing apprenticeship or an interested employer, these five tips to email marketing success should set you on the right track to boosting open-rates and click-throughs. Monitoring campaign success, how well each subject line performs and unsubscribe rates is very important in maintaining and expanding a healthy mailing list.

If you are looking to become or hire a Level 3 Digital Marketing apprentice, have a look at our article Level 3 Digital Marketing Apprenticeship for more information.

Top 5 Digital Marketing Tools: A Marketing Toolkit

digital marketing tools

As a digital marketer, there are plenty of different tools to choose from. In fact, there are so many it can become overwhelming. Through-out my career in digital marketing, I have trialled many different tools and software that promised the world but deliver nowhere near. So I have put together a digital marketing tool kit that will be sure to take your digital marketing game to a new level.

Discover my top 5 digital marketing tools:


Usually, the best is saved for the last, but in this case, I had to start with my ultimate top digital tool. Later is the best social media scheduling tool I have tried, not to mention it comes with so many additional benefits. This tool can be used to schedule Instagram, Twitter, Facebook and Pinterest posts. 

Like all scheduling tools Later does what most scheduling tools do. What makes Later different is you can schedule Instagram stories and visually see the layout of your Instagram feed, including posts that have not been published yet. Furthermore, Later has comes with a great social analytics tool, including hash-tag analytics, and a place to reply to comments on all posts, from all platforms. Not to mention, Unsplash comes free with Later. Based on my time using this tool, it is clear that they constantly update their site to reflect social media updates. This ensures it consistently stays the best social scheduling tool available.


Following on from later, Unsplash is the next tool you need to add to your tool kit. Unsplash is a royalty-free photo website that includes only high-quality photos. Shutterstock is the most common choice but the quality of images that are available on Unsplash outway the choice that comes with Shutterstock. A lot of photos uploaded onto Shutterstock are amateur and are not at a standard good enough for brand content. On Unsplash there is also a wider selection of portrait images that fit better with image size options on Instagram. Finally, there is no cost involved with Unsplash if you choose Later as your social media scheduling tool.

digital marketing tools


Spark is an easy to use graphic tool that allows you to create high-quality social content, from Instagram stories and Pinterest posts to Facebook banners and collages. There is some debate when it comes to Spark vs Canva, but personally, I think Spark is the better choice. Spark allows you to create cohesive content with a much more friendly user interface. Canva is great for icon selection, however, you have limited choice unless you pay for the software. Spark is free if you already pay for creative cloud. Spark allows you to create a brand by adding your logo, brand colours and brand font. This makes it easy to design work that is cohesive to the rest of your content. The duplication feature allows you to quickly create Instagram stories and the animation tool makes the stories much more captivating.


Klaviyo is an email marketing platform for eCommerce that has really elevated my email marketing. Prior to Klaviyo, I was using Mailchimp which is a good tool, however, Mailchimp’s biggest downfall is its inability to adequately segment audiences. Subscribers are not automatically added into audience segments unless you ask their interests, you have to add them manually. This can be extremely time-consuming. Klaviyo is extremely sophisticated as you can create dynamic audience segments. This automation feature saves time and allows me to spend time on more important things, such as designing the emails.  Moreover, when you create emails you can be extremely specific with who you want to receive it. For example, people that have viewed a specific product in the last 3 months. Klaviyo has significantly helped in personalising emails and decrease our unsubscribe rate.


Pinterest is a great social media platform for brands, but it is also a great way to collect content. By creating private Pinterest boards, you can visually brainstorm ideas for different campaigns, social media content, or even the aesthetics of your brand. An additional feature of Pinterest in the Pinterest plugin tool that you can add to your browser. This allows you to collect images for your boards both on and off Pinterest. This is particularly useful if you want to create a collection of Instagram posts for inspiration or to repost.


There are many different digital marketing tools out there, but these 5 digital tools are a must as a digital marketer. They will improve your skills within your job role, from scheduling content to email marketing. Not to mention the automation aspects of these tools will free up time so you spend time on more important things such as creating content or researching new developments with the industry. To conclude, these digital marketing tools are the best of what is currently available and will be sure to improve your performance within your job role.

To find out more about the skills involved in digital marketing, click here.

Interested in pursuing a career in digital marketing? Earn while you learn with an Apprenticeship in Digital Marketing.

My top 6 tips for building your personal brand as a digital marketing apprentice

You are your own brand motto
Building your own brand is as important as building your client’s brands”

As a young digital marketing apprentice starting in the marketing environment, it is important to establish your personal brand early. Our industry is full of clients wanting to build and grow their corporate brands, but what about our own reputation and kudos? Just like networking, your personal brand is the key to long term career progression. The following 6 steps will help you to establish your personal brand, while ticking off some of the behaviours and competencies required in your digital marketing apprenticeship…

Step One: Determine your values and passions

You’ll recognise values and passions stated in brand’s mission statements or tag-lines. But what about our own as people? Values are extremely important for you in your profession, if they match those of the company, you are more likely to fit in and do well.

Passions, on the other hand, are the things you love doing. To build your personal brand, you must first identify your passions – both personal and professional. Professional passions might include design, accounting or digital marketing, while personal passions might include football, family, and painting.

Values and passions help you determine where you want to be in two, five or even twenty-five years, including your ideal career path!

Values are extremely important for a digital marketing apprentice, if they match those of the company, you are more likely to fit in and do well.

Step Two: Identify your key traits as a digital marketing apprentice

It may sound cliché, but in order to develop your personal brand, you need to really understand yourself and your attributes as a young digital marketing apprentice. You need to identify your key strengths and weaknesses within, and outside of, your working environment. One of the best ways to do this is by asking those closest to you – your friends and family – how they’d describe you in three key ways. Those three words could be basis of your personal brand identity.

Step Three: Develop your personal aesthetic

Once you know your values, passions and personality traits, it’s time to start showcasing them! Here are some ways that you can get started:

  1. Have professional photographs taken. You can use these in your company profile or on your company website etc.
  2. Cultivate an email signature that’s unique to you. Include all of your contact information, your signature, your company and your website.
  3. Build credibility with content. Use your personal blog, Linkedin profile or publishing tools like WordPress to get your message out on topics you are knowledgeable about in the marketing industry and make your opinions known! People will love to hear about your experience as a young digital marketing apprentice!

Step Four: Define your core target audience

Defining a target audience is important for brands, and it’s also important for individuals. It’s best to invest your time and energy into an audience that will help you achieve your goals. These may be your employer, networking contacts on LinkedIn, your clients, your colleagues and your friends and family.

Step Five: Build your online presence as a digital marketing apprentice

From Twitter to podcasts, blogs to Facebook, to establish your personal brand, you must get your voice out there. Linkedin is one of the best places to start if you’re interested in improving your job standing or looking for clients. Twitter, Facebook and Instagram are the other major useful networks. Secure your username here and start building your profiles on the network that will best fit and help further your personal brand.

Step Six: Find yourself a mentor in the digital marketing industry

One of the best ways to shape your own professional brand, is to follow in the footsteps of someone you greatly admire. If your organisation doesn’t already pair you up with mentors, then there’s no harm in actively seeking one out! Think about who above you inspires you and makes you want to be the best person you can be at your job? That person is the perfect candidate for your mentor! Set up a meeting or coffee with this person to ask them if they’ll give you some guidance, no doubt they’ll be happy to help out.

The above steps will not only help you to establish your own personal brand, but enable you to meet some of the key behavioural criteria in your Digital Marketing Apprenticeship:

  • Ability to work independently and to take responsibility
  • Can use own initiative
  • A thorough and organised approach
  • Ability to work with a range of internal and external people
  • Ability to communicate effectively in a variety of situations
  • Maintain productive, professional and secure working environment
Digital marketing presentation and client environment
Who knows where this opportunity will take you!

If you’re interested in the Level 3 Digital Marketing Apprenticeship, head to our website to find out more!

If you want to find out more about the technicalities of the job, learn about these Digital Marketing Tips for Success.

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Communication and Networking As a Digital Marketing Apprentice

Why do I need to be effective at communication and networking?

As a digital marketing apprentice, communication is key when developing relationships with team members and clients. The level 3 digital marketing standard outlines that apprentices need to understand and respond to the business environment and understand how teams work effectively to deliver digital marketing campaigns. Therefore communication is essential to developing these skills which can easily be achieved through networking and our tips below!

Read Speech Bubble saying 'Communication Is Key' to accompany post about Communication and Networking. Guide On How to Become a Communication Pro

  • Develop strong communications with your team.

Flag with your team if you are struggling or need help! Communicate your weekly to-do list and whether you have the capacity for more/less work. This will result in you becoming a trusted member of the team with clear communication and organizational skills. Furthermore, make recommendations and suggestions for strategies and be an active member of the team.

  • Attend Events and Network!

Whether these are events with other apprentices, industry events, or client events it is so important for you to develop your professional presence. Have face-to-face conversions with colleagues and clients – this doesn’t even have to be about work! Starting friendly conversions presents an approachable and warm first impression. Make sure to add connections on LinkedIn to expand your network.

  • Understand the Importance of Tone of Voice

When communicating over email, learning how to use the appropriate tone of voice is essential to responding to the business environment appropriately. When emailing clients make sure to use a formal tone and the correct grammar. Internal emails to colleagues can be written with a less formal tone however ensure emails stay polite and professional. As you progress in your career you will develop relationships with clients and colleagues so sending the appropriate emails makes a good first impression!

  • Respond To Problems Appropriately

Learning how to respond to problems effectively is key to being a digital marketing genius. This could be as simple as regularly responding to social media inquiries and checking for a positive online reputation. If you spot an abnormal number of complaints that is product related navigate how to resolve this issue. You could schedule a call with the client to discuss and solve. Customers use social media as a tool to complain so manage your social profiles well!

Images of Digital Marketing Apprentices Networking at events.
Digital Marketing Apprentices networking at events

This will help you meet the below competencies:

  • Understands how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
  • Understands and responds to the business environment and business issues related to digital marketing and customer needs.

To Conclude...

Starting with the basics will help your professional career flourish and these strong relationships will be of great use throughout your career!

What digital tools can you use to level up your social media content?

Social media management is one of many responsibilities that Digital Marketers must adhere too. It is becoming the new norm in terms with communicating with people nationwide. So it is important to know how to optimize your content for the viewing pleasure of everyone!

Social Media Tools:

(Click each name to go to home page)

Canva: Canva is a free piece of online software that allows you to pre make social media content, posters, leaflets, etc. Along side having a free built in royalty free stock image gallery. Use this to make your social media posts.

  • Free Version (Basic capabilities)
  • Pro: £8.99/mo (Gives you the access to more integrated design tools, such as more Fonts and Images.)

Buffer: Buffer is a piece of online software that gives you the ability to schedule posts on several social media platforms. Ranging from Twitter, Facebook, and Instagram, Too LinkedIn, Tumblr and more. I recommend giving this one an install as it allows you to stay ahead of the curve and schedule your posts ahead of time.

  • Pro: £11.57/mo (Up to social 8 accounts, 1 user and 100 schedule posts)
  • Premium: £50.15/mo (Up to social 8 accounts, 2 user and 2000 schedule posts)
  • Small businesses – Large business: from £76.38 on-wards (Up to social 25-150 accounts, 6-26 user and 2000 schedule posts)

Argora Pulse: Is a Social media management and marketing tool. You can link Facebook, Instagram, Twitter, YouTube and LinkedIn accounts to the tool, giving you the ability to control all social media communications with ease. It also comes with one-click reporting, giving users the chance to access important stats in CSV and PPT formats

  • Has an adaptable price range depending on the amount of page views you want. Ranges from £99p/m up to £989p/m on-wards

Hotjar: Hotjar provides a visual way for companies to understand what their users do on their website and social pages. It makes heat maps of web pages, highlighting the parts that people actually use, click on and scroll.

  • Starter: £33.60/mo
  • Professional: £655/mo
  • Enterprise: £2624/mo

Hubspot: HubSpot provides many marketing and sales-related tools designed to help businesses. They have their own CRM platform that includes analytics, automated publishing, conversion tracking and more!

  • Starter: £33.60/mo
  • Professional: £655/mo
  • Enterprise: £2624/mo


There are hundred of thousands of flexible option for you to sink your teeth into. Don’t worry if none of these suggestions appeal to your companies needs and objectives as the most important thing is the tools help you reach your goals.

Can you recommend anymore social media tools to help level up others content? Why not let us know in the comment section below!

Which Ad platform should I use?

A sheet of paper with Ad statistics on.

Strategising how to spend your marketing budget on ads can be a tedious task. Which is right? Which is wrong? However, it seems that we’ve hit a crossroad when deciding which is the best form of online advertisement. Whilst Google Ads has undoubtedly been the favourite method of advertising in recent years, are we about to see video swoop in and take its place? Here is what I’ve learnt in my time as a Level 3 Digital Marketing Apprentice.

77 years ago in a television broadcast of the Brooklyn Dodgers v the Philadelphia Phillies game, the world saw its first promotional video content in an advert for timepiece company Bulova Watch Co. Almost 8 decades on, around 5 billion video ads are watched online each year. Video has undoubtedly proven itself as the most prestigious advertising platform of all time. But are we too quick to write off Google Ads? With the uprising of platforms like TikTok and Instagram reels, I can understand your confusion, which is why I’m here to help.

What about print?

Whilst most will argue that print is dead, they’re wrong. However, with the current speed of technological advancements, it’s a ticking time bomb. David Matli from Matli Consulting LLC told Forbes ‘Print will continue to be valuable where there is a physical customer presence’, but with every industry slowly transitioning their physical aspects into digital, it’s only so long before a physical customer presence no longer exists. Luckily, print will always be unique in that the consumer can quite literally hold a direct piece of marketing in their hands, rather than see it on a screen.

How much does Video cost?

I suppose before I delve into the positives and negatives, it would be a good idea to explain the actual costing of the full process for your business to get either a promotional or informational video made.

A video camera
A film camera filming a video
(Source: Pexels)

According to SiteProNews these are the costs:

Semi-Pro Level: $1,500 – $3000

Professional Level: $5,000 – $20,000

Premium Level: $25,000 – $50,000

Hollywood Level: $100,000 – $1,000,000+

Now whilst I appreciate if you’re a small business your budget is limited and if you’re a start-up, even more so. However, by working out the Lifetime Value of your customers and your cost of conversion against the video, an engaging and high-quality piece has a high chance of being profitable.

For example, if you’re a Car Mechanic and you spend £2000 on a video ad showcasing your garage and promoting your £50 MOT offer. If the ad reaches a couple of hundred people and 40 convert and go to you for their MOT, you’ve made your money back and anything on top of that? Profit. However, if you don’t hit enough people, you’re losing out considerably.

How else can I market?

Whilst, Youtube does rack up billions of video views each day, Google processes around 4 billion searches per day and with a much higher chance of your target market using Google than Youtube, Google Ads are likely the best way to market your business. With the freedom to track everything, from every angle, for every customer, you can’t lose. 

Why you can’t go wrong with Google Ads.

The danger of investing a large bulk amount into a piece of advertising then hoping that it’ll generate ROI (Return on investment) is a foreign feeling when it comes to Google Ads with the ability to run tests campaigns and full flexibility with your budget to ensure you’re never going out of pocket. Whilst it sounds easy, without experience and knowledge on the system it can be hard to use which is why we always recommend you hire a Digital Marketer to run your Ad Campaigns, giving you the freedom to focus on running your business without having to worry about generating leads online.

I hope to have answered some of your unanswered questions and if not be sure to get in touch here. If you’re interested in finding out more about tracking and measuring your digital marketing, check out this article on 5 Digital Marketing Tools every Digital Marketer Needs.