How to Reach Your Target Audience: 4 Simple Marketing Tips

Two hands typing on a laptop, creating a blog post on the screen.

As Digital Marketers, one of our most important jobs is to communicate information to a wide range of audiences over various platforms. However, sending out the right message can be a challenge if we do not understand our customers and their interests enough.

The information below provides 4 easy digital marketing practices that can help you establish the ‘art of communication’ in your work and directly reach your audience!

1. Keep it simple: create a clear message

Before we begin to share content with our audience, we first need to make sure that there is a clear intention behind our business message, whether we are selling a product or encouraging people to sign up to a service. 

Mixed messages with too many ‘call to actions’ (CTAs) will leave customers confused, and in some cases contribute to a higher bounce rate from your content. You will be less likely to reach your audience without a clear, memorable sentiment.

Firstly ask yourself, am I trying to ‘Push’ my audience to act on/buy something, or do I want to ‘Pull’ my audience in to become loyal customers of the brand? This is otherwise known as Push vs. Pull Marketing. 

Next, and most importantly, define the value that you are providing customers with. How does the product/service benefit them, or solve a pain point they have? 

Remember that people don’t want to be bored by irrelevant information. The Simplicity Index tells us that 55% of consumers would pay more for an uncomplicated experience, while 64% would recommend a brand to others because of this. Therefore, ‘cut to the chase’ and focus on what people want/need from your brand.

Finally, you need to establish ‘how’ you want your audience to engage with you. Create a simple and easy Call To Action (CTA) that you want your prospective customers to follow (e.g. hyperlinked buttons such as ‘Subscribe to our newsletter’ or ‘Visit our store’). Read more about how to create CTAs here.

2. Research and refine your audience

Now that you have a direct message that you are ready to share, it is time to remind yourself of who your audience really are. The idea of conducting market research can sound intimidating, but in reality, this simply means getting to know your audience better. 

To make this as simple as possible, you can segment your audience into 4 categories: Geographic, Demographic, Psychographic, and Behavioural. Answer the questions below to do so.  

  • Geographic – Where do they live? What language do they speak? Are there any cultural implications for the way you communicate with them?
  • Demographic – What gender, age and status are they? Does this affect which media they use? (e.g. Gen Z are less likely to be reachable on Facebook; workers are more likely to use LinkedIn)
  • Psychographic – What are they interested in, and what do they believe? How does this relate to the brand/product/service you are promoting?
  • Behavioral – What is the typical online behavior for someone in your audience, and where are they most likely to buy from/engage with an online brand? Where do they sit on the Customer Lifecycle?
A chart comparing the five different stages of the customer lifecycle
The Customer Lifecycle

Having researched the answers to these questions, you can now build a ‘Consumer Persona’; an imaginary customer that represents the members of your target audience. 

When communicating to your audience, imagine that you are speaking directly to this person (or people if you create more than one); Do they prefer to use professional or colloquial language? Do they understand the terms you are using? Make sure to write in a way that is accessible, so that they can relate to and trust your brand. 

3. Set the right tone for your audience

In order to communicate effectively, we need to adapt our style and tone of voice. 

We do this all the time – think about the way you would speak with your close friend, and compare this with how you might talk to your employer. No doubt this is very different! When sending our business message to the target audience, we need to do this on a larger scale. 

Start by evaluating your method of communication, and how information is usually transmitted this way. For example, you can read our blog post which explains the best practices of communication within Email Marketing, or alternatively learn about social media interaction here

You can also research your competitors; look for patterns in the way they write content, including the structure and length of their campaigns. This should help to give you a better idea of what is appropriate for the platform in question. 

Different channels will generally use specific tones of voice; LinkedIn accounts tend to use professional formal language, while businesses on Tiktok will use a more casual, relaxed style of content.

In any case, following these main rules should help you reach your audience efficiently:

  • Be consistent – don’t contradict the other content posted by the brand
  • Be authentic – reflect your brand with honesty and integrity to gain trust from your audience. Show a genuine interest in them and be sensitive when doing so.
  • Stay interesting – while you may need to adapt your tone for a certain channel, don’t forget that appropriately promoting value to your customers is the most important part, not copying your competitors!

4. Get to the point with an informative headline

David Ogilvy, known as the ‘Father of Advertising’ once said this:

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

– David Ogilvy

Similarly, studies suggest that only 2 out of 10 people will actually read your content; the other 80% only read the headline. 

Evidently, your headline is the most important factor in digitally communicating with your audience, whether it is an email subject line or an article title. 

Therefore, make sure your point is clear and appeals to your target audience; in a busy digital world, your post, email, or article needs to sound worth your viewer’s time. 

Ask yourself: does my audience already know what info they would find from this headline, or does it make them want to learn more? Is this topic generic to the industry, or is it specific to my brand and my audience’s needs?

The use of long-tail keywords can help communicate the topic better to your audience, and appeal to their specific needs and wants. 

A great way to create a unique headline is to use an analyser, which can estimate how successful your headline will be in terms of readability. A personal favourite of mine is CoSchedule’s analysis tool, which breaks down your draft word by word, and offers creative solutions to improve the headline’s score. 

Screenshot of an analysis tool which suggests how to create a headline that reaches a wider audience.
CoSchedule’s Headline Studio in practice

This tool also offers an analysis on the SEO ranking of your headline, which is important in getting a high SERP position if you are writing web content – another significant way to reach your target audience! 

‘Reaching your audience’ in a nutshell

In conclusion, we have discussed 4 key points that will help you clearly communicate your message to reach your audience. If you follow these steps, you will see an improvement in the success of your campaigns and attract the right kind of customers. 

Next time you plan to send out a message to your audience, remember to:

  1. Have a clear message that directly offers value to the viewer
  2. Ensure you understand your audience well; know when and where they consume information online
  3. Use an effective and appropriate tone of voice, taking the channel and audience into consideration 
  4. Optimise your headlines to get your point across

Reach Out to us!

Over the coming weeks, make sure to check for more Digital Marketing tips, as we will be covering some of the topics mentioned in more detail!  

Otherwise, please reach out to us if you have any questions, suggestions, or would like to learn more, by filling out the form below:

Find us on LinkedIn, Facebook and Twitter for regular updates, or subscribe to our newsletter!

– ApprenticeTips Team

Top 5 Digital Marketing tools to help you excel in 2023

Digital marketing fills our world today, it is what allows us to know about everything and anything. However, Digital Marketing can’t excel without a few tricks and tools up its sleeve. That’s why today I have compiled ApprenticeTip’s top 5 Digital Marketing tools to help you excel in 2023. Not only will you constantly be using these tools, but they are also cost-effective. It is a win-win.

A female using Pinterest on her iPad. She is scrolling through with her apple pencil. The background is blurred.

The list of recommended tools is below.

  1. Buffer – Scheduling and analytics
  2. Trello – Planning
  3. Mailchimp – Email marketing 
  4. Answer the public – Keyword/SEO
  5. Canva -visual design

1. Buffer – Scheduling and analytics

The first tool today is Buffer. Buffer is a great tool which allows you to schedule posts over channels including; Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok more! Alongside this, you can; view your content calendar, create campaigns, browse through analytics of your channels including your audiences, impressions, likes, shares and overviews of your engagement along with the ability to reply to comments. Along with this, you are able to check out what hashtags are working best for you. Buffer will tell you what your best hashtag is, how much your hashtags reach and the engagement they create. All of this makes for an all-in-one content curation tool with an amazing price. Starting at £0 to only £8.33 per channel with unlimited users. 

Using Buffer is as simple as 123. Once all of your social media accounts are linked simply add the content you want, what platforms you want for this to be posted on and the time and dates, add this to your queue of posts and you have completed scheduling a post. From this, you can access the content calendar and check out what is scheduled.

As a marketer scheduling content for the future is so important. This is because it allows you to be consistent, keep focused and be constantly planning for the future. Therefore, if you want to push your company to the next level then download buffer today.

A man sitting at a coffee shop enjoying a cup of coffee whilst planning on a notebook and looking at a iPad.

Buffer: All-you-need social media toolkit for small businesses

2. Trello – planning

The second tool is Trello. Trello is a project managing planning tool which allows you to easily track the progress of campaigns, to-do lists, content schedules and anything else you can think of at a starting price of nothing. Trello is an amazing tool for visual learners. As it allows you to create cards and drag them over to other sections. For example, if you have a to-do list including to-do, doing and done you can drag something from ‘doing’ to ‘done’ very easily. 

Being able to plan is so important in a business. As it allows you and your team to stay focused organised and productive. That is why Trello is the perfect tool. You can plan anything you want at any given time. Whether the project is short or long Trello can handle it. There are other tools which are more suitable for long-term projects. However, Trello can handle it all and it allows you to have everything you need in one small place. Along with all of these benefits. Trello has pre-written lists to help you prepare for your projects as easily and smoothly as possible. Including templates for project managers, business owners, marketers, campaigns and more. This is the perfect tool for anyone who owns a business, is a digital marketer or is learning the ropes as an apprentice and wants the perfect easy-to-use tool in their arsenal.

A Digital Marketing team sitting around a table with coffee, notebooks and charts deciding on analytics and pointing at a pie chart.

Manage Your Team’s Projects From Anywhere | Trello

3. MailChimp – Email marketing

There are 4 billion daily email users. And due to this marketers take hold of all of the email marketing opportunities they can. Promoting their brand, sending vouchers and coupons, promoting their social media, new blog or website and more. Out of most email marketing tools out there MailChimp is one of the easiest tools on the market.

As a marketer myself, I have tried many email marketing tools. They can be difficult to understand and do not have interesting styles which are going to catch a reader’s eye. However, I feel as though with MailChimp they have great interesting layouts which you can design alone just by dragging your block of options. These blocks include text, boxed text, dividers, images, buttons, social media following and more, making for perfect email structures. After adding these elements they can be completely customised before you send them out to subscribers.

Not only does MailChimp allow you to create emails for free and have up to 12,000 emails per month to 2,000 subscribers but you can also have a full analytics report on how your email is doing including conversion rates, click-through rates, open rates and more. I could talk forever about how beneficial MailChimp is to Email marketing. However, I will let you take a look yourself.

An iPhone displaying that the mail app has over 20 emails which have not been opened.

Marketing, Automation & Email Platform | Mailchimp

4. Answer The Public – Keyword/SEO

Marketers need to know what questions are being asked, and what keywords they need to optimise their SEO. To make sure their content meets goals and reached their target audience. To reach this, Answer the Public is perfect to make sure your SEO efforts are having a real impact on your company. 

Answer the Public is completely free to use unless you want to upgrade. All you need to do is. Enter a topic, brand or product, choose where you are from and language and hit search. From this Answer the public will create hundreds of ideas for you just in a matter of minutes. Including questions, prepositions, comparisons, alphabetical and related. All of this data can be saved to your device and used in the future. 

For this example, I searched Digital Marketing. From this, I had a compiled visual content map and a separate data list which will allow me to create content, improve my SEO and have great insight into what people are asking about so I can answer it on social media. All with a free search and a few minutes of my time. Along with this, key indicators are showing what is high, average and lowest searched

Three word blocks. Each word blog has one letter spelling out SEO. Which is a Digital Marketing term.

AnswerThePublic: that free visual keyword research & content ideas tool

5. Canva – visual design

People scrolling through social media want to find something unique, fun and different that will catch their eyes. And when it comes to creating visually aesthetic and sharable marketing images, gifs and videos Canva dominates. Canva is one of the easiest-to-use design platforms with hundreds of templates free of charge to use. With Canva you can create Instagram posts, stories, ads and reels. Facebook covers, ads and posts, LinkedIn posts, and Twitter posts, the tool even has templates for TikTok videos which can then be shared onto Instagram Reels and other social media platforms. The possibilities are endless. Not only does Canva allow you to create digital marketing content but it is something the whole team can use. Allowing you to; create presentations, T-shirts, brochures, newsletters, websites, infographics, desktop wallpapers photo collages and more. Allowing for a great space for all departments. 

Along with the amazing possibilities for visual design which Canva has to offer, they also offer Canva Pro. This upgrade allows you to link most social media accounts and post Canva imagery directly to that platform. Including a caption, date and time. As well as the ability to unlock all of the templates Canva has to offer. And the unlocking of the ‘Brand’ section. The brand section is a great way to easily add your logos, colour palette and fonts. As a result, you won’t have to add in colour hexes whenever you want your brand colours. Canva is for simplicity and easiness.

Woman on Canva, a great Digital Marketing tool which helps you design content. The laptop is silver and she is currently choosing a template while laying on her bed.

Free Design Tool: Presentations, Video, Social Media | Canva


There are so many tools out there which are all great in their own way. However, having too many tools can be confusing and hard to keep track of. That’s why it is so important and convenient to find tools which will do it all for you. The basic start of all of these tools is free to use with the possibility for future upgrades. As well as this they are easy to use and do not take time getting to understand and know. Because of this, these are my top 5 Digital Marketing tools which you should have in your arsenal this year. Whether you are an apprentice, employee or business owner these can all be for you. 

To find more tips and tricks on Digital Marketing and more head too…

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White Hat SEO: Top 5 Tips on improving your SEO

White Hat SEO
White Hat on a computer monitor

What is White Hat SEO?

‘White Hat SEO’ is the term used for SEO tactics that are in line with the terms and conditions set out by major search engines, including Google. Equally, you can brush up on what SEO is on our post ‘What is SEO and why is it important?‘.

The opposite to to this is Black Hat SEO. Black Hat SEO is the term for SEO tactics that are not within the search engine’s terms of service. White Hat SEO refers to any tactics that have been approved by the search engine’s terms of service. Additionally, this will increase the search rating of your website whilst maintaining the integrity of your website. These tactics are in line with the guidelines Google has outlined and you can find more information on all of them here. These tactics are the best way to increase your search ranking without even spending a penny though it may take some time to kick in. It can be up to 6-12 months before you will start to see the effects, regardless, don’t let that put you off because these will work in the long run.

White Hat SEO just out of the top 5

  • Have compelling Title Tags and Meta Descriptions – These are 2 of the most important Tags on your page. If these are not enticing, people will not click on your page.
  • Optimise your Images – Make sure to use the best file format, compress those images, add in Alt Tags and lastly, use lazy loading to make sure crucial content in displayed
  • Loading Speed is Key – Use Googles PageSpeed Insights tool to analyse you pages loading speed, as this is a primary ranking factor
  • Internal and External Links – Make sure to build an internal link structure to establish a hierarchy for your website. Also the right External links will increase your credibility

Our Top 5 White Hat SEO Tips

1. Be familiar with the webmasters SEO Guidelines.

To make sure you are adhering to the White Hat SEO tactics laid out by the Webmasters. You can see Google’s Guidelines to help you understand what you will need. By sticking to this you will not enter the ‘grey’ area of Black Hat SEO.

These guidelines inform you on how Google finds, indexes and ranks sites. Learning about these will give you an insight into how and why Google ranks sites an will allow you to optimise your site safely. It also details illicit methods that can lead to your site being blacklisted or banned permanently.

You may want to consider performing an SEO Audit of your website. Tips on how to do this can be found in our post: How to Do an SEO Audit: The Ultimate Checklist. This process will help you further your understanding of SEO and help you improve the effectiveness of your current strategy.

2. Publish relevant, unique and quality content

Publishing original content that is unique and helpful to the users. That does not mean that it has to be in depth and extremely long. Though Google doesn’t recommend a specific post length, we think, for the best results you should aim to hit at least 1000 words. Try to solve hard problems and share your learnings, data and challenge the way that people think.

A great way to do this is to find topics that are relevant and trending in the industry and tackle them from a different angle with new data and perspectives. Having great quality content that is unique will need to be relevant to the users, this will be touched on when we talk about the User Intent. In Contrast, if you decided to produce content that is ‘low-quality’, often duplicated and only intended to get people to a page, this is Black Hat SEO. Stay clear of this as is those bots at google catch you, you will have to start all over again.

3. Use Keyword tools and place them strategically and organically

Using keywords is important. Using them organically and strategically is better. The best tool to use for this is the Google Ads Keyword Planner. Conducting keyword analysis will help you stay away from keywords that are overly competitive and identify the best short and long-tail keywords to use on your site. This will also help you to match the User Intent (there’s that phrase again).

Another good way to brainstorm long-tail keywords is to go to google and search for something. Google will then give you options on how to finish off the search. These are the most common search’s related to what you’ve typed already. E.G. If you type in ‘Harry’, google will list the most common search’s i.e. ‘Harry Potter’, ‘Harry Kane’, ‘Harry & Megan’ and ‘Harry Styles’.

Begin to type the words you want to rank for note the phrases that Google suggests, these key phrases tend to be less competitive whilst also being more appropriate to your page.

To use keywords organically on your page try to utilise them in page titles, meta descriptions and image alt tags. This is very important as it will boost your SEO greatly. Additionally, you don’t have to have the exact match keyword in your content. For example, if your longtail keyword is ‘Vegetarian pizza recipes no tomato‘ then this could be hard to get into a sentence naturally. Search engines will recognise those words within a sentence like this ‘these are the best recipes for vegetarian pizza with no tomato that I’ve ever tried’.

It is important not to over do it with keywords as this would be classed as ‘keyword stuffing’. Overuse of the keywords in Titles, Headers and meta data is deemed as a Black Hat SEO technique. Try to incorporate them naturally to avoid any danger.

4. Consider User intent

User intent (also called ‘Search Intent’) is highly important to understand when creating your content. This is the search query that the user has typed into their search engine. The better the match to your page, the higher you will appear.

Firstly, understanding what people are going to search for and satisfying search intent is a top priority for Search Engines. By doing this you will pass their test and be much more likely to appear on the first page on the SERP (Search Engine Results Page).

Also consider how people search for what you are providing. Test it out on colleagues, family and friends. Furthermore, use Googles search function to pinpoint the best way to match the users Search Intent.

There are 4 common types of search intent:

  1. Informational – when users are searching to learn about a subject
  2. Navigational – when users are looking for a specific page or website
  3. Commercial – when users are trying to learn about a product before making a purchase
  4. Transactional – when a user is intending on completing a purchase or action.

Also make sure to use this along side step 3 and match the Keywords to the intent of the user.

5. Strive for a positive User Experience (UX)

The User Experience (otherwise known as UX) plays a big role in improving your Search Rankings. Google would much rather send you to a page that users find easy to use, loads quickly, is well structured and is mobile friendly.

There are several ways to improve your UX as shown above but the mot common ones to look out for are:

  • Headers and Sub-headers – using these will help build a structure to the website that helps the likes of Google to better understand your content. Using Sub-headings within headings (H1, H2, H3) will make the text more accessible an readable to users.
  • Make the Content Visually Appealing – Visuals like Images, videos, screenshots and infographics will also help readers understand your content better as it will help segregate the the content and get the points across
  • Avoid using intrusive pop-ups – In 2017 Google introduced guidelines that would penalise sites that use intrusive pop-up ads. They can be seen as annoying and cause users to leave the site. It is wise to use these sparingly. Find out more on this here.
  • Use White Space – Including white space on a webpage will increase legibility, branding and focus. The Interaction Design Foundation stands by this in their article and so does Google! Using white space in fundamental in a good design.
  • Mobile Friendly Sites are Key – 99.4% of the UK used mobile phones as of January 2021 so if your site is not mobile friendly you could be missing out on a huge audience. However, it is also crucial when it comes to UX because Google uses mobile-first Indexing. Use Google’s mobile-friendly test to check your site.

These tips will help you improve your UX. Not to mention that you Loading Speed will also have an impact on your UX.

If you found this information useful and would like to learn more take a look at our other posts helping with a variety of Digital Marketing tips.

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Newsletter Writing: Our top tips on writing good content

Male Hands Typing on a Wireless Computer Keyboard logo, with the caption “Information on apprenticeships in the UK”

Define your newsletter goals

The first stage to writing a newsletter is always to figure out why you’re writing it in the first place. What are your goals? Keeping these goals in mind is helpful when deciding on topics, and when creating a call-to-action. But we’ll come to that later.

Research your audience

Before you start writing, let’s take some time to research your audience. This will help you understand who they are and what speaks to them. Understand what they’re interested in and what would make this type of person want to read your newsletter. If you focus on topics that matter to them, they will stay engaged further into the content.

A good way to perform audience research is to use Google Analytics. We will be publishing a guide to using this in the coming weeks, so stay tuned for that. Once this is set up on your website, with the correct settings enabled, you will be able to gather data on the people using your site. This may or may not be the target audience for your newsletter, so always keep your goals in mind.

If you want to target specifically pre-existing customers, your company may have some spreadsheet data on customers that could be of use (as long as policy allows it). For instance, a holiday company might want to include a section in their newsletter about their winter ski holiday sale, but their customers who only ever book holidays in hot, sunny places wouldn’t necessarily be interested in this section, so they might create a separate newsletter for those customers without that section. This keeps those people engaged in the newsletter, as the topics more accurately reflect their interests.

Plan your newsletter topics

Make sure you have your topics planned out before you start writing. This helps you focus your content on your target audience’s interests, ensuring that they are engaged for as long as possible. List your main topics as subheadings, then break each one down into its component parts to guide the creation of your paragraphs. This will help you create a clear structure for the content in your newsletter and make it easier to write.

Good topics to cover can include, but are not limited to:

  • Any major changes to your products/services that may affect your customers
  • Any awards or certifications your company has recently received
  • In some smaller companies, changes in staff may be of interest to your customers
  • Celebrating recently well-performed jobs or happy customers
Male Hands Typing on a Wireless Computer Keyboard

Tell a story

People love a good story. When writing your copy, don’t simply list things that have happened and state facts. Instead, think about how each item of discussion came to be. Tell its whole story, from beginning to end. For instance, rather than a roofing company saying they had a happy customer who recently had a roof completely re-fitted, they could explain that the old roof had major damage sustained in a recent storm, and after only 10 days, a brand new rood was fitted, ensuring the family had a roof over their heads for the winter. It tells a story with low points and high points, which engages the reader more than a statement only describing the outcome.

Create a call-to-action

Once all your main content is written up, it is important to end the newsletter with a call-to-action (CTA). A CTA should first and foremost assist in the completion of the goals that you determined before writing the newsletter. For instance, if the purpose of the newsletter is to get more traffic to your website, place a link to your website near the end, with some copy asking the reader to see your website.

Be sure to make the CTA a simple action that doesn’t require much thought, if possible, as people are more likely to follow through when given clear instructions.

The Bottom Line

In summary, the main points to remember are to:

  • Define clear goals for the newsletter
  • Determine what topics will interest your target audience
  • Tell a story
  • Use a call-to-action (CTA)

Remember to keep an eye on our blog page for further tips, such as the upcoming Google Analytics guide.

The Future Of Digital Marketing Technology: How To Grow With It

Photo Of People Using Laptops

In a world where technology is constantly growing and evolving you can be at the centre of it all. Design, build and implement campaigns across a variety of platforms. Develop skills, learn new technologies and explore the Metaverse with a Level 3 Digital Marketing Apprenticeship.

Digital Marketing Technologies 

Marketers who adapt to newer technologies are able to personalise, engage, and connect with their audience. Developments in system technologies help marketers become better at targeting and predicting the behaviours of their industries consumers. During your apprenticeship you will be recommended technologies to learn and understand. Applying effective secure and appropriate solutions whilst using a wide variety of platforms and user interfaces to achieve marketing objectives. Interfaces mean by which the user and computer system interact. In accordance with the occupational brief the apprentice will be able to demonstrate the use of three digital technology tools over three different platforms or user interfaces to meet objectives.

Examples technologies and tool:

  • Social Media – Instagram, Facebook, Twitter, TikTok etc. As well as social media management tools. Examples include Sprout, Hootsuite and Later.
  • Design Tools – Creating content for advertising using platforms such as Canva, Photoshop and Adobe Illustrator.
  • Email Marketing Tools – Using written communication skills in the form of newsletters to encourage brand engagement. Common tools include Mailchimp, Sender and Iterable.

The Importance Of Research 

Market research goes hand in hand with digital marketing. Gathering consumer preferences, identifying trends, brand research and social listening. This can help your business eliminate the risk of targeting the wrong audience. This can save your company thousands of pounds when creating paid advertisements. During your apprenticeship you will take and interpret given topics both short and long term and make recommendations and report on the summary of findings to create a strategy. Throughout you will be conducting research sometimes without even realising you are! You will develop technical understanding of the following principles:

  • Search Marketing
  • SEO (Search Engine Optimisation)
  • Metrics
  • Pay-Per-Click

Analysing Data

Digital analytics measures and evaluates the success of digital marketing activities. You will analyse digital data from various sources like websites, mobile apps, and social media to provide a vision of how customers are behaving in relation to your company. Through analytics you will obtain an insight into the areas where there may need to be improvement. In line with the occupational brief the apprentice must be able to analyse data and create reports by selecting three appropriate tools. This can include:

  • Website Data – this identifies who is coming to the company’s site and their activity while they’re there. This can be obtained through Google analytics. Google analytics lets you explore your audience such as demographics, location, retention, and the device in which the user searched on.
  • Social Media analytics – Data gathered from social channels measures the performance of actioned based decisions through social media. Companies with business accounts have access to information such as accounts reached, accounts engaged, impressions and profile activity. Tools such as Hootsuite, Sprout and Later can also be used to gather data.
A Group of People Discussing Charts

Digital Marketer Assessment

Technical knowledge and understanding are formally assessed at relevant times during your apprenticeship. The EPA (End Point Assessment) includes an assessment of all requirements of the standard. The following assessment methods are summative portfolio, synoptic project, employer reference and an interview. This displays all the knowledge, behaviours, and technical competencies you have learnt through your apprenticeship. 


As you can see, the Level 3 Digital Marketer apprenticeship includes various technical aspects. With technology constantly evolving it has the power to predict your consumer’s next move. I hope this blog gives you an insight into the technologies you will learn during the apprenticeship including analytics, research, and social media tools.  

Digital Marketing and Influencers

Digital Marketing through Influencers is a form of social media marketing. Companies use influencers for product placement and endorsement. It works because of the connection and trust between the person and their followers. But where did it start, what’s the true value of it and where is it heading?

Influencers in Digital Marketing Origins

Influencers really started around 2009, with the likes of PewDiePie, Alfie Deyes and Zoella. Hobbies with engaging content attracted fans and followers, which in turn gave them status as industry leaders, and therefore, influencers.

Instagram started in 2010 which really started the influencer craze. Here, posts were image and video lead which enabled them to reach larger audiences than ever before.

By the mid-2010’s, the statistics showed the real power influencers had over opinions and buying habits.

  • 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube (2016)
  • 74% of people turn to social networks for guidance on purchase decisions. (2014)
  • Twitter users report a 5.2X increase in purchase intent when exposed to promotional content from influencers. (2016)
  • Among teens, YouTube stars are perceived as 17X more engaging and 11X more extraordinary than mainstream stars. (2015)

The global pandemic saw an even bigger rise in influencer marketing as social media consumption boomed. So, with all these amazing statistics up until today, where do influencers take digital marketing in 2023?

Influencers and Digital Marketing

Trends for Influencers in Digital Marketing in 2023

With the influencer industry predicted to be worth $24.1bn by 2025, these are the trends that are likely to get us there:

  • Longer content is going to be ok! TikTok saw a trend of short content going viral, however, they have since raised the video length to 10 minutes proving that there is room for both types of content
  • Smaller creators will be given the chance to shine. For businesses, it makes sense to partner with influencers with huge followings. However, there is now a trend for micro and nano influencers to be used. These influencers engage more personally with their audience, which is a great thing.
  • Niche creators are becoming more widespread. This is great news as there’s always an option for someone to fit what you want as a business.
  • Being real is becoming more popular. You’re going to be seeing fewer filters and seeing more off-the-cuff content.
  • Live shopping has become big in China, so you can expect to be seeing more influencers taking you out shopping with them.
  • Brands are collaborating on products with influencers too. As the influencer gains name recognition, it only makes sense to use it with the products.


In conclusion, using influencers as a form of digital marketing has come a long way. It will continue to be a valuable tool for brands looking to reach targeted audiences and generate buzz. Furthermore, brands can drive amazing results by using authentic influencers. In partnering with influencers who have large and engaged followings, brands can reach new audiences and drive traffic to their own channels which is essential.

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Top Tips for Digital Marketing Apprentices: Beginners Guide

First of all, what is an Apprenticeship?

An apprenticeship is a paid job where the employee learns and gains valuable real life experiences for a company and within the industry of their choice.

Alongside is the job-training, where as an apprentice, are expected to spend at least 20% of their weekly working hours completing and attending classroom-based learning with either a training provider or university as well as the duration of the programme will vary depending on the apprenticeship level. At the end of the programme, the apprentice will receive a nationally recognised qualification.

Secondly, what is Digital Marketing?

Digital Marketing, also known as online marketing, is the component of marketing that uses different types of digital communication (this include search engines or online platforms such as Facebook and Instagram) to connect potential customers to a brand, product or service in which they may have shown previous interest in.

So either you are thinking of starting an apprenticeship or have started your journey as an apprentice already, these tips will surely come in useful at any level!

Here are 5 tips to keep in mind when embarking your apprenticeship journey straight from an apprentice alumni, who have successfully graduated and have received their Digital Marketing Certificate within the last year at Apprenticeship Now.

Tip 1: Learn the role!

Finding out as much of the apprenticeship programme and the role is just as important as your CV. To increase your chances of getting the role, expand your knowledge and experiences by doing courses online or even applying for a junior role for a startup. The more experiences you have related to the role, the higher the chances you are being qualified for the role. I recommend completing an online course called ‘The Fundamentals of Digital Marketing’ from one of the leading companies in this space called ‘Google’, this will not only teach you all the basic knowledge but will also give you examples of how those can be applied in real life.

Tip 2: Never be afraid to ask questions

If you are struggling at something, be it at work or an apprenticeship task from the university or training provider, keep in mind that there is always someone to ask for help, there will always be someone assigned to look after you, either guide/manager from your assigned company or a training coach/professor from your training provider or university. Whoever it may be, they will be more than welcome to support whatever it may be.

Tip 3: Don’t get intimidated or be overwhelmed by the abilities of your colleagues

Remember, this may be the start of your professional career so you are not expected to know everything and you are certainly not expected to produce nor have the same capabilities or knowledge as someone who has been in the industry for years. Know that you do not need to rush things, take things slowly and you will get to that point soon enough.

Tip 4: Remember, you are still part of the team

Whatever stage you are in your apprenticeship, do remember that you are still part of the team and even though you may not have the same responsibilities as your colleagues, they will see you as a valuable member of the team who produces huge impact in every task you are set.

Tip 5: Observe your collegues and network

Watch how your team members interact with each other and clients, how they handle workload and separate work/life balance. You can learn a lot by watching, listening and talking to them. It is essentially a cheat code, rather than learning through trial and error, you can learn straight from them.

Digital Marketing: How to optimize a blog with SEO

So you’ve just started your Digital Marketing apprenticeship, and you’ve been tasked with producing a blog post to help with a client’s SEO… But you have no idea where to start? Fear not, we have created the ultimate Digital Marketing guide to Maximizing a blog post for SEO

SEO can be a very confusing thing to get your head around to begin with, especially if you’ve only just started your digital marketing journey. It’s crucial to remember that SEO is constantly changing from industry to industry, so it’s unfortunately not a one size fits all solution.

That being said, SEO does not have to be all doom and gloom, and there are a few easy steps us Digital marketing professionals can take to optimize your content so that it reaches more people!

1) Digital marketing basics – How do search engines work …

Lets go back to the Digital Marketing basics and look at how search engines work.

There is 3 main processes:

1) Crawling: When someone first enters a query into a search engine such as Google, the search engine will use computer programs known as Crawlers, Spiders, or other bots to pull together relevant information on the internet

2) Indexing: The Crawling bots will then source a mixture of sites, images, maps, videos, and other forms of content and media and produce a list (or index) of sources relevant to the search

3) Ranking: The search engine bots will then look at the relevant results and rank the content in order of relevancy and deliver it to the searcher, this will be based on a mixture of keywords, titles, Paid/organic content, and several other factors

2) How do blog posts help SEO in Digital marketing?

Whilst on your digital marketing journey, it is likely that your clients will ask you to work on their SEO through blogging for them. Some of the main reasons that businesses start and maintain blogs include factors like:

  • Increasing traffic to websites or social media pages
  • Good quality blog posts help with search engine ranking
  • Blogs can result in increased brand awareness
  • Conversions (Sales, Email subscriptions, Signing up for events..)
  • Product launches or feature releases
  • Educational or step-by-step instructional content (Such as infographics or e-books)

When producing high-quality content, blogging can have great long-term impacts and can be a great way to keep traffic coming through to your website for months and years after publishing. High traffic rates can help with SEO by building authority for your website (which we will discuss later in this article) and can help you rank higher on search engines like Google and Bing. This can help you provide great results to your clients throughout your digital marketing journey

Hubspot studies also show that:

  • Companies who maintain a blog receive 97% more links to their website.
  • Marketers who prioritize their blog are 13x more likely to see positive ROI.
  • B2B marketers who blog get 67% more leads than those who don’t.
  • Websites with blogs have 434% more indexed pages (hint: this is huge for SEO purposes.)

( Source: Hubspot’s How to create a successful blog guide)
SO, now we’ve covered the SEO Basics… let’s talk about HOW we can enhance SEO in a few simple steps…

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3) Don’t forget about code!

Did you know that HTML and other back-end coding of your website are super important when it comes to SEO?

Throughout your Digital Marketing journey, you may be required to manage your clients website, whoch means you may need to understand the code on the back end of the website to help you maximize your SEO performance. A great place to learn more about simple HTML is Free Code Camp

This is a resource I found helpful when starting my Digital marketing journey, as understanding the basics of coding such as HTML and CSS can make a big difference when it comes to SEO.

But, if you are a beginner, or running a website yourself, a few good places to start are:

Title elements:

Using the HTML5 title element can help search engines determine what content your website provides.

For example:

<title> How to maximize a blog post (4 steps for beginners) <title/>

Here I have embedded my title within the <Title> Element in the HTML code on the backend of my website. This will help Search engines understand what my content is about and therefore bring it up in relevant searches.

According to Moz “Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, our research suggests that you can expect about 90% of your titles to display properly.”

Text elements:

Relevant body text should be embodied within the text element in HTML with specific keywords (which we will discuss later) so that search engines can determine what your blog post is about

For example:

<text> Here is a paragraph as an example of how to use the text element within HTML, Using this Element along with relevant Keywords can help search engines determine what your site is about and help it rank highly within Search engines <text/>

Relevancy is important when it comes to SEO, so make sure your body text is relevant to your audience and buyer personas, and that relevant keyword are used.

Meta Descriptions:

Meta descriptions are a HTML attribute that gives Search engines a summary of a web page. Many search engines will present the meta description in search results, just underneath the title.

Although Google has confirmed that Meta Tags don’t have an impact on a site’s SEO, they can increase click-through rates. For this reason, it is worth including them in your HTML

For example:

<head> <meta name=”description”

content=”Here is where you will write a description of your site, blog post or content to be read by search engines and visitors.”></head>

According to Moz“Meta descriptions can be any length, but Google generally truncates snippets to ~155–160 characters. It’s best to keep meta descriptions long enough that they’re sufficiently descriptive, so we recommend descriptions between 50–160 characters.”

Image Alt attributes:

If you use images on your website, it is important that the coding behind them is relevant.

Images within your website/ blog posts should always have Alt text (alternative text) included within their HTML coding, Alt text is an alternative text that is shown when your website has trouble loading your images to website visitors for certain reasons (i.e poor connection)

Search engines aren’t able to see images the way humans do, so adding Alt text to your images explaining what the image shows allows the search engine to determine what the image is, and can help with SEO ranking.

For example:

<img src=”SEO.Jpeg” alt=”This is where you describe your image”>

The alt element also makes your website more accessible for people who have sight difficulties, as it allows screen readers to provide a description.

To write a good alt text description, make sure you provide a specific description that isn’t too lengthy, but not too vague. You also want to include at least one keyword, but not too many as this can flag up as spam for keyword stuffing (which we will discuss in the keywords section)

4) Use Relevant Keywords

Next, let’s talk about keywords. Keywords themselves are their own topic, so today we will brush over the Digital marketing basics of what keywords are, how to use them, and what to avoid.

What are keywords?

Essentially, your SEO keywords are the words and phrases included in your web content that make it possible for people to find your sites and blog posts on search engines such as Google and Bing.

Implementing good Keywords is important for SEO performance. Without them, your customers will land on the many other pages of your competitors on the internet, rather than yours.

Like most things regarding SEO, Keywords can take a lot of trial and error to find out which words work best at bringing traffic to your website.

Because of this, it’s important to spend time throughout your Digital Marketing career doing in-depth keyword research to find out what sort of words your customers and buyer personas are searching for to find content similar to yours.

A great place to start with Keyword research is by using tools such as:

  • Google Keyword Planner This tool allows you to input information on your website and pull up analytics on what keywords are working well for your site, as well as what ones to include in the future
  • Word streams Free Keyword Tool will suggest keywords relevant to your site and show you how competitive they are
  • Bings Webmasters tool provides several SEO tools, including keyword research tools and analytics

Long-tail keywords

Keywords must be reviewed on a regular basis, and high-volume, competitive keywords that are used by many other businesses similar to yours, can often be replaced with long-tail keywords to target more specific customers.

Long-tail keywords are highly specific and targeted phrases that are commonly searched by your customers.

For example, let’s say you run a Gourmet Bakery based in Kensington, and are releasing a new Blueberry Muffin on your menu. The competitive Keyword – “Blueberry Muffins” could be turned into a long-tailed keyword by changing it to “Gourmet Blueberry Muffins in Kensington”.

These specific phrases are designed not to bring in just any visitor to your site, but exactly the right visitors, who are looking specifically for your product or service. Therefore, it is worth including Long-tailed keywords in your blog posts to reach out to customers who are highly interested in what you have to offer.

How often should I use keywords?

Keywords should be included throughout your content at a normal cadence, that does not seem robotic to the reader. They should appear naturally within your writing, Image alt text, headings, and meta tags.

You mustn’t overuse keywords as this can appear as Keyword stuffing and could flag up as spam, meaning that Search engines will not show your site in search results.

5) Build Authority

When search engines are going through the indexing phase, they take into consideration 3 things. A sites Relevance, a site’s bid value (only necessary if you are using Google Paid ads, which we will discuss in another post), and Authority.

Authority is important as it can change whether your website and content will rank at the top or the bottom of google.

Authority is based on several things:

  • How many links you have to your blogs that are talked about and shared on social media often
  • Content that is referred to other websites or blog posts, otherwise known as backlinks. The more backlinks you have from good quality relevant sites, the higher you will rank on search engines.
  • Content that is cited by other works (for example press links)

Gaining authority is not something that happens overnight, and takes some work. You can help your clients gain authority through your digital marketing efforts with SEO, as compelling, unique, and high-quality content is more likely to be shared by other content creators and social media users than a website alone would.

You can measure your web site’s authority by looking at the link volume, page views, and time spent on different pages of your site.

You can use tools such as Moz’s link explorer to help you discover backlinks to your site, as well as help you discover links that may be damaging your site authority.

This is also a great tool that provides an estimated rank of your site’s overall authority on the internet by looking at the number of unique websites that have backlinks to your content.

Another great way to monitor backlinks is to set up a Google Alert for any mentions of your site throughout Google.

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For more Digital marketing and apprenticeship tips and advice, be sure to check out our other blog posts by clicking here

You can also find more information on our social media pages:

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What Do You Do In A Digital Marketing Apprenticeship?

When you say ‘digital marketing’, it leaves a huge spectrum of possibilities. There are so many different way of marketing, especially online! Here’s what you can actually expect, and how you can prepare for what’s about to come. Digital marketing apprenticeships are always different, no matter what; but there are some things that are always the same. Here’s what you can expect to learn in your digital marketing apprenticeship!

Content Creation

Now, of course every business is different. You might even have a graphic designer that designs all of your content for you. If not, it could be down to you! It’s not uncommon for marketing apprentices to be given control over certain social channels, but don’t worry – it’s easy enough! The most crucial part of content creation is scheduling the content beforehand. Getting to grips with themes, any campaigns you’re running, and the mood of the posts is a great way to think up new, creative design ideas. Things to keep in mind with content creation are any branding guidelines your company uses in their outward presentation, the tone of voice, and the way that you interact with the consumer. For a more in depth look at how you can create unique content, check here.

Part of this is also the scheduling of all of the aforementioned posts. this is usually the easy part, where you say goodbye to the previous project and move onto something new and refreshing. Digital marketing apprenticeships are a constant cycle of movement, from one project to another, so it will definitely keep you on your toes!

Search Engine Optimisation

A vital part of digital marketing is SEO, or search engine optimisation. Search engine optimisation is the process of driving traffic to your website through organic means. SEO helps with SERP’s (search engine results pages), and allows your page to get more views. SEO consists of looking into the back end of pages, and what users are actively searching for, and appealing to those searches. As you go through your apprenticeship, you learn much more about SEO and how to appeal to the public through crawlers, meta descriptions and more. However, as you start out, you’ll most likely be looking at the bare bones of SEO to get an understanding of what’s going on and how it fits together.

This will be things like ‘keywords’, and finding out how certain words and phrases rank online, as well as how they affect your own content. Looking at your on-page SEO, and any inbound or outbound links you have – all of it ties together to decide whereabouts you rank online, and how many people see your content.

To find out more about improving SEO, check out our blog on it!


After you’ve worked hard to make sure that your content does in fact rank well, you need to monitor it, and understand whether it actually is. Analytics help you to understand how your brand looks online, and whether people are finding and sticking with your content.  Analytics helps you figure out much more than just views, though; they help you to understand who you’re targeting, what platform your customers are on, what time of day is best to post, and more. Understanding analytics tells you whether your content is succeeding, and if not, possible reasons as to why. Monitoring them carefully and seeing what works and what doesn’t is a guaranteed way to improve your content. A digital marketing apprenticeship not only teaches you how to use skills to boost content and posts, but to monitor them and learn their value too!

Social Listening

Not to be confused with social monitoring, social listening is a deeper understanding of who, what, where, when, why and how people are interacting with your content. Social listening includes seeing what people are saying about you and your brand online, and how it compares to competitors. It helps to understand what needs to change or be modernized in your brand, and how you can update either the way you address customers, the brand itself, the platforms you use, and more. To get a deeper understanding, see here.

Of course, this list isn’t the be all and end all for what you’ll discover in your digital marketing apprenticeship, but it’s often better and easier to go into things with a background knowledge! Get to grips with the basics as you explore the world of digital marketing…

Digital Marketing Degree Apprenticeship

Social Media

You may find that you have just finished high school and you are currently looking for another route as you are not going to university. You have landed at the right page as this Digital Marketing Degree Apprenticeship consists of working across various digital channels in order to execute digital marketing strategies. This may be challenging but if you have a plan it be executed efficiently. If you want to have a kick-start in your digital marketing profession and start an apprenticeship now, this is the best place to be, therefore please read along for exciting progression opportunities that we have available for you when completing our level 4 Digital Marketing Degree Apprenticeship

What is Digital Marketing and how do I progress to Level 6?

Digital Marketing is marketing that is implemented through the use of digital channels such as Website Optimisation, Search Engine Optimisation, Social Media, Instgaram Ads, Email Marketing, and much more. This is compared to traditional marketing such as billboards/television marketing therefore, it is vital that we maximise the digital tools that are available in the industry to excel the growth of businesses presence and show the advocacy of a brand.

If the above seems interesting to you, we have progression opportunities as well so you can earn a degree equivalent qualification whilst working as a full-time digital marketing apprentice for your marketing career. The below theory knowledge is essential for you to progress as it shows in your job role you are able to apply theoretical knowledge to real-life digital problems.

To progress you will be working along-side be taught the following modules:

  • Marketing Concepts & Theories
  • Market Research
  • Budget Management
  • Business Understanding & Commercial Awareness
  • Marketing Campaigns
  • Products & Channels

What Skills and knowledge do I require to succeed in a Level 4 Digital Marketing Apprenticeship

Skills Required

  • Create content for online channels that include CTA (Call To Action)
  • Lead on digital marketing projects.
  • Apply marketing mix knowledge to meet customer demands.

Previous Knowledge Required to excel

  • Multichannel marketing and working with agencies/clients to localise and make changes to content e.g. banners
  • Content Management System knowledge and the importance of content meta descriptions e.g. SEO, Page descriptions, and site structure + knowing the trends to make a better user journey when purchasing productss.
Word cloud displaying skills network engineer apprentices need to know.

Job Entry Requirements

  • Level 2 in Maths & English
  • Between 4-9 GCSE’s Gradesd between (C-A*)
  • Previous Marketing/Sale Experience
  • This is a UK Apprenticeship therefore, you must be living in the UK.

Job Details

  • You will earn a Bachelor’s Degree in Digital Marketing
  • Course Duration: 3 Years
  • Earn 24,000 a year

Expectations we require for you when completing your Digital Marketing Degree Apprenticeship

We require you to hire a serious candidate that would like to go beyond the normal job role expectations and show off their passion in this field. Further to this, you must be professional in your job profession through data privacy of the company and pay high attention to deadlines when work is due.


If you are interested for this apprenticeship and would like to continue for 3 years for a long term progression, please click this link here and one of our team members will get back to you

If you still need time to think, have a read of what employers are currently looking for in a candidate here