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How many Social Media examples are used on our courses?

When you run a Social Media course you need to give trainees an idea of how other organisations use Social Media. This is the number of examples we use on our 1-day course. Check out course details over here.


Launch of the CIM Digital Diploma in Professional Marketing

We are excited to announce that from June of this year Marketing Tom will be offering the new CIM Digital Diploma in Professional Marketing.

This is a new qualification designed to offer progression from a number of digitally focused Level 4 qualifications available within the sector and also links with the existing Level 6 Diploma in Professional Marketing. The aim of the Level 6 Digital Diploma in Professional Marketing is to provide the practicing marketer with relevant, contemporary marketing content to equip them for the current global landscape.

Marketing Tom, as many of you are aware, have delivered the CAM Diploma in Digital Marketing for many years and scores of people have successfully completed this qualification. This qualification will be retired in July 2018 but we are confident that many of our CAM and CIM Level 4 students, along with marketers who may not be familiar with Marketing Tom, will relish the opportunity to study 3 'pure digital' modules at this higher level.

Our approach to delivery will be slightly different to other modules. We plan to deliver courses over two 1-day training days (on consecutive months) and 1 Saturday revision/ assessment planning day. We anticipate that there will be two cohorts per year and numbers will be a limited to a maximum of 12 per course.

Here's an overview of the qualification from the CIM:

If you'd like more information, please visit the CIM Digital Diploma in Professional Marketing page or call us on 02920 005 778.

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A Selection of Whiteboard Friday Videos From MOZ

In February of this year Rand Fishkin stepped down as the CEO of the company he founded 17 years' ago after  he " dropped out of college to work with my mom, Gillian, on the business that became Moz. For 7 years (from 2007-2014), I was that company’s CEO." For those who are not familiar with the company, Moz started out as a blog written by Fishkin, developed into a community for SEO folks, then became a SEO consultancy and finally ended up selling SEO tools to folks from around the world.

During this time Rand began filming a series of videos, called Whiteboard Friday, which attempted to demystify the subject of Search Marketing and offer practitioners some great insights into how they could improve their Search efforts. A quick look at this section of their site indicates that there are 41 pages of top tips, with around 14 videos on each! Boy, do I wish that this sort of information, in this format, had been around when I first delved into the world of SEO all those years ago.

Though Rand Fishkin will be stepping down, he will still be contributing videos for Whiteboard Friday. Make sure you bookmark the page!

Here are a selection of the most recent videos which I think are worth taking a close look at. I'm pretty sure that our CIM students and many of those who attend our 1-day workshops will find this resource of interest (that's assuming that I haven't told you before -unlikely!).

What Does It Mean to "Write for SEO" in 2018?

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GDPR is 56 days away. What are you doing?

In 56 days the new European data privacy laws will come into effect. The exact date is May 25, 2018. But how prepared is your business and what steps do you need to be putting in place to protect your business?

In order to help you navigate the minefield that is GDPR, I thought I'd compile a list of useful sites which may you offer you some help and guidance. :

Wired magazine's What is GDPR? The need-to-know guide is a really nice primer on GDPR. Ideal for both those who've never heard of GDPR and those wanting a little more detail.

The Information Commissioner's Office has some very practical advice. Check out their 12 Steps To Take Now document.

The What is GDPR? section of the CIM website has practical tips and even has a selection of articles related to marketers (as it would!). You might find 7 GDPR tips marketers need to know a useful read.

Econsultancy have a long list of useful articles in their GDPR for marketers: best practice, tips and case studies. And you won't be surprised to find that, like the CIM, they also offer training on this!

Marketing Week takes a different approach and offers general marketing articles on the subject/tag GDPR, such as their take on Waterstones' decision to start from scratch with customer data. Did you know they deleted 700,00 customers emails!

This is an article written by Business Wales which also features links to workshops going on across the country How to Prepare your Business for the General Data Protection Regulation.

And this comprehensive article by Simply Business is also well worth a read: GDPR for small business

As many of you marketers may have guessed Dave Chaffey and his team at Smart Insights also have GDPR covered on their site. Take a look the article Implications of the GDPR for marketing in UK and Europe

Looking at SEO and PPC implications, you may find this discussion on Moz and this one on Search Engine Land of interest.

For you email folks out there Mailchimp has a couple of articles.

And Hubspot has a number of useful/insightful articles on their website, under the heading of GDPR Compliance


Congratulations to all our CIM and CAM Students

We are pleased to announce that yet again we have achieved a 100% pass rate across our CIM and CAM exams. And not just that but 80% got A's on our CIM courses and 65% and 35 got, respectively, A's and Bs on CAM. Well done to all our students. We know how much hard work you have put in and you thoroughly deserve these results. Well done guys!


Study the Professional Certificate in Marketing

We are pleased to announce that the Chartered Institute of Marketing has approved Marketing Tom Media to deliver the CIM Certificate in Professional Marketing from 2018. For us this qualification will replace the CAM Diploma in Digital Marketing which is being withdrawn in July 2018. Students have to complete 3 modules to earn the Certificate but each module is a bite-sized award in its own right.

The first course module - Marketing - will be rolled out in January, 2018 and will be followed by Integrated Communications in February and then Digital Marketing in March. As with all of our courses they will be run over 2 consecutive week days. However, unlike the CAM Diploma but similar to the Foundation Certificate, there will be one exam for the Marketing module and assignments for the other two modules.

Here's what CIM has to say about the qualification:

The aim of the CIM Level 4 Certificate in Professional Marketing is to provide the practicing marketer with relevant, contemporary marketing content to equip them for the current global landscape. Learning is brought to life through meaningful and active assessment methods which embrace the modern marketing industry. Successful completion of the CIM Level 4 Certificate in Professional Marketing will establish the knowledge, skills and understanding to be able to perform at an operational level and to carry out an essential and successful professional marketing role within the workplace.

So, what are the modules and what do they entail:

Marketing (mandatory) - The role and function of marketing in some depth, as well as what influences the behaviour of your customers. You will be able to apply and adapt a marketing mix to satisfy customer needs.

Integrated Communications (mandatory) - The many different ways of communicating with customers, both inside and outside the organisation.

And then you will do one elective (Marketing Tom is only offering the Digital elective):

Digital Marketing - How to apply practical knowledge, including the effective use of a digital marketing toolkit.

If you would like more information, please visit the Certificate in Professional Marketing page or give us a call on 02920 005778.


Social Media Spotlight on: Waterstones

On our Social Media courses we cover channels such as Twitter, Facebook, LinkedIn and blogging and we try to make sure that we keep content as up-to-date as possible. This means keeping an eye out, and making changes, to all sections of our presentation as and when required. So, when Facebook adds video capability to Facebook covers or when Twitter expands the character count to 280, we make sure that this is reflected in our course materials. On top of this, we also try to make sure that we present our students with as broad an array of social media examples as possible. We show them what Marks & Spencer, Foster and partners, Riverford, Imperial College, Maersk, the British Museum, General Electric, Square and many more are using social media channels.

One company that I have used over the years, and whose social media presence has caught my attention again recently, is Waterstones. This is a company that uses a number of different social media channels to reach out to it's target audience. We can see that they use it for customer acquisition, retention and conversion. With channels such as blogging, we can also see that they are also considering content marketing/search engine optimisation. As I have done with both Starbucks and Flavourly, I would now like to highlight how they are using the social media platforms. (more…)


Christmas Book Competition

Our Christmas Book Offer this year is Robert Cialdini's fabulous book Pre-Suasion - a must for all marketers. In order to enter this competition for 1 of 2 books, please complete the form below (only open to UK residents). The draw will take place on 21st December, 2017 at 12.00 pm.  Here are some of the reviews of this book:

"An essential tool for anyone serious about science based business strategies. Pre-Suasion is well worth the long wait, and is destined to be an instant classic. The book belongs on the shelf of anyone in business, from the CEO to the newest salesperson." (Forbes)

"A fascinating, fluent and original book from one of the giants of behavioural science." (Tim Harford, author of The Undercover Economist Strikes Back)

"Cialdini is no doubt the godfather of persuasion, and I wouldn't be surprised if Pre-Suasion causes another revolution in the influence arena … it is mind-blowing" (Management Today)

"An utterly fascinating read on how the most important drivers of persuasion aren't the words we choose in the moment, but how we set the stage beforehand. Robert Cialdini is the world's foremost expert on influence, and you will never look at it the same way again." (Adam Grant, author of Originals and Give and Take)

"Cialdini collates an impressive array of studies suitable for academic and general readers." (Books of the Year Times Higher Education)

Enter the book competition

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The draw will take place on 21st December, 2017 at 12.00 pm and we will announce the winners on this site and by email. Good luck!


30 Tips To Improve Your Twitter Account

So, you've to a Twitter account and, yes, you've got some Tweets but are you using Twitter to its full potential? Here are 30 relatively straightforward, and easy to implement, tips for giving your account a facelift, from header to bio and then tweets.

Twitter Header

Your Twitter header is the first thing that people see when they visit your Twitter account. Many organisations tend to use image which reflect the company's corporate image. Now, whilst this is fine you shouldn't feel that you have to adopt this approach. Just take a look at what Adidas, Fitbit, Tesco, Starbucks, Marks and Spencer, Foster and Partners, the Guggenheim, and Waterstones are doing today.

1. Change your Twitter header to reflect events, products, staff, new promotions. exhibitions, conferences or just for the season.

2. Use a free tool, with pre-set dimensions, like Canva to change it.

3. Why not use [Free] images from Unsplash or Pixabay?

4. Get some inspiration from Hubspot and Canva and Shutterstock

Twitter Bio

Your Twitter bio offers potential followers the ability to get an overview of you, the brand, campaign or company. It makes sense to clearly demonstrate to followers the reasons that they should follow you. Here are some ideas on what you could do:

5. Tell them who you are and what you do

6. Consider telling them what they may get out of following you - free tips, advice, offers, insights, knowledge, etc.

7. Consider using product/company features & benefits in your bio.

8. Make sure you add a link to your company profile.

9. BUT did you know you can add more links to your bio. Campaign links? Products links? Instagram?

10. Create Bitly links to your services/products.

11. Add your own custom shortened URLs (like mktom.com/twtrcourse).

12. Emojis are flavour of the month - and visual - use them.

13. Use pipes “|” to separate information.

14. Use relevant hashtags for discovery.

15. Add links to related Twitter accounts. This is how Dell does it:

Tweets

Tweets? Where do we start? Your Twitter updates have changed over the last month and Twitter now lets you write up to 280 characters. Surprisingly, it is quite enough especially if, like me, you have been tweeting for many years. So, what can you be doing to add some zing to your tweets. Here goes:

16. Use images where possible. Check out Riverford.

17. Use images which are local & relevant to your audience.

18. Consider using image collages (they are built in and all you need do is upload images). Look at this fabulous set of images from Visit Portugal.

19. You can add up to 4 images. Go ahead try them out.

20. You can tag up to 10 people in a tweet (make them count). Do you know any journalists or influencers who might like your tweets?

21. You have 280 characters to play with - be creative! Check out these great examples from Grammarly, this from Social Media Today and this from Mashable.

22. Use the white space. There's plenty of it, though many of us like to cram words in to long paragraphs/sentences.

23. Consider emojis. Starbucks love them!

24. Use custom shortened URLs - they can cost under £5.

25. Pin tweets to the top of your profile. Think about events, products, seasons, etc. Here's one from John Lewis.

26. Use hashtags for discovery. They are a great way for people to find you. And, with your 280 characters, and white space, you can even place them toward the end of your character count.

27. Think about broad hashtags and granular (or niche) hashtags. Notice the 2 types in this tweet: #impfringe is granular, whereas #engineering is broad - designed to pull a wider audience in.

28. Mention people (relevant & interested) in your tweets. You never know you may get retweets, likes or followers.

29. Start thinking about video. It's the future and it doesn't have to be complicated or costly.

30. Have you discovered animated GIF's? They can be aded to any tweet. Just click the tweet button in Twitter and then click "GIF". Just like Pizza Express did.

This is just a quick overview of some of the tweaks you can make. I know, and use, many more but please feel free to add your own ideas. That would be brilliant.

Related Articles

Tweet length increases from 140 to 280 characters
Social Media Spotlight On: Starbucks
Are You Making Digital Marketing Waves or Ripples?

Related Courses

Twitter Course
Social Media Marketing Course (London and Cardiff)