Digital Marketing in Local Authorities:
Building Communication, Identity and Culture

The Importance of Digital Marketing in Local Authorities

Digital Marketing in local authorities has seen a huge increase in recent years.

From email campaigns, blog sites, Facebook groups and daily Twitter feeds. Online channels are becoming one of the primary communication platforms for many of today’s councils.

Why? Because it’s one of the best value tools available for tapping into the masses. What else lets you connect with thousands, possibly millions of people for the price of an internet connection?

Local authorities are recognising this potential. And are starting to use digital marketing in ever-more useful, creative and engaging ways.

-Digital marketing is one the best value tools for tapping into the masses-

How Are Local Authorities Using Digital Marketing?

Local authorities are in place to serve their public. By running services, directing funds and meeting the most pressing needs of the people.

At the heart of all this must be strong communication networks: if people can’t vocalise how they need and want to be served, how can local authorities best provide for them? Equally, if local authorities can’t communicate how they are spending money and offering services, how can the public use them and become aware of the council’s work?

Today, optimising communication has been made much easier with social media and digital platforms. From scheduled email bulletins to real-time Twitter conversations. While reducing the burden on call centres and traditional channels.

Here’s three key areas in which local authorities are benefiting from digital marketing – sharing updates, connecting directly with residents, and creating identity:

1. Sharing updates

Whether clamping down on fly tipping, building football pitches, changing bin routes or adjusting benefits, local authorities have plenty worth talking about.

But unless your residents turn up to your general meetings, this information needs sharing.

Digital marketing channels provide cheap, targeted and straightforward options for getting your news in front of your residents. Popular options include:

• Sharing regular newsletters via email
• Posting on social media channels (Twitter, Facebook, Instagram, LinkedIn etc.)
• Creating a blog on your website
• Regularly updating your website information pages

2. Connecting with residents

One of the top benefits of social media is that it lets you quickly and easily connect with your followers/residents. From answering queries, dispelling rumours, or just staying in touch, social media gives you a succinct way to satisfy questions and set records straight.

Not only does this mean you can answer queries directly but, being publicly visible, also means others can benefit from the same advice. Great for when that burst water main closes the high street and 50 people are about to call in about it!

3. Creating identity

Your area is more than the shops and services you provide. An essential part of community is celebrating the area you live in, its people, character and culture. Digital marketing channels are the perfect way to build and share the identity of the place you call home.

- Digital Marketing lets you create awareness of your services, gives people a chance to interact with your organisation, and celebrates the area you live in-

Digital Marketing Apprentices

Like anything, digital marketing is easier said than done. Seeing ‘Create a social media strategy’ come to life can sometimes take months of planning, meetings and expertise. (At least, if you want to do it well.)

All too often, marketing emails are left to general managers; social media control is given to anyone who wants to do it.

But those seeing the best results from their marketing channels are the ones placing the right importance on it and hiring for dedicated roles.

Digital marketing apprentices are one of the most cost-effective ways of employing dedicated marketing staff.

Apprentices are a great way to inject new skills, energy and ideas into your business. They receive high-quality training from experienced instructors. So you know they have the latest thinking and skills behind them.

Financially, the current minimum wage for school-leaver apprentices is £3.90 per hour. And if you pay apprenticeship levy payments, you can use these to cover large parts – sometimes all – of the training cost.

-Digital marketing apprentices are one of the most cost-effective ways of employing dedicated marketing staff-

How escalla Can Help

We understand the benefits that digital marketing apprentices can bring. Because we train them for businesses throughout England. Our employer and learner satisfaction rates and continued employment rates testify to the impact each one of them is having.

You can find out more information here about our Digital Marketing Apprenticeship qualification.

Or, if you’re new to apprenticeships, here’s answers to all the questions you might have, on our Employing an Apprentice page.