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Ethical marketing is a biiiiiig subject, and handling your marketing as a small business can easily become overwhelming. I know that first hand, which is why over time I have built my own stack of resources to help me navigate the many areas of marketing my own business ethically. And here at DigitallyAlex, there's no gatekeeping! I created this list of tools and reading materials for you to also be able to create and implement marketing strategies that feel good, with ease.

Please note: some of the linked items include affiliate links, meaning that if you make a purchase or subscription, I may receive a commission for it. This helps me to keep dedicating time to developing free in-house resources, and to researching and learning to build on my ethical marketing expertise. ​For transparency, all affiliate links will have an [AF] in the description.
My promise to you is that I will always recommend tools that I actually use, and books or listening materials that I found helpful in developing my ethical marketing expertise.  The way in which I decide what to share is first, genuinely pick a resource I like and find helpful and second, add an affiliate link if available (it's a nice bonus for what is otherwise free promotion).
Read the full Affiliate Disclaimer & Disclosure Statement here.



QUIZ GUIDE: Is Your Marketing as Ethical as You Think It Is?

This guide is framed like a quiz to help you find out the areas where your marketing is in line with ethical marketing standards, and where some work may be needed. Get started and join the movement of businesses who want to do better!

DigitallyAlex Is Your Marketing As Ethical As You Think It Is.jpg


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My business would literally not survive without Canva! I use the Pro version, which allows me to instantly personalise the thousands of available templates with my own logo and branding. It also has in-built AI generation tools, and you can do so much more than just social media content with it. Think videos, animations, presentations, mind-mapping, and more. [AF]

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Free Version Available. Pro starts at £10.99pm



I tried a lot of different social media schedulers, and none of them have been as complete as Later. I love that if you have multiple businesses, or clients, you can purchase extra 'social sets' even on the starter plan. You can schedule content for Instagram (Even Reels!), TikTok, Facebook, LinkedIn, Twitter and Pinterest in one social set! I use it for my social media management clients, and my own socials.[AF]

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14 Day Free trial. Starter Plan starts at $18pm.


Answer The Public

If you feel a bit stuck when it comes to creating content for your blog articles, social media, or newsletters, this website will be a game-changer! Simply add a keyword that is relevant to your industry, and find out what people are searching in relation to it on the internet. You can then export the results and bam! Dozens of new ideas for your content plan!

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3 free searches per day. £9pm for 100 searches, £99 lifetime.



I feel like SEMrush is one of those tools that not many outside of the marketing industry know about, but they totally should! It's an incredible platform for businesses of all sizes, and it offers dozens of tools and resources for you to get your SEO and Content Marketing in order. The free version alone is GOLDEN! I use it monthly when gathering my data to tweak my strategy, and coming up with new ideas. [AF]

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Up to 10 free reports per day. Pro version starts at $99pm, with 7 days free trial.



Trello is the main platform I use to manage work and collaborations with my clients. The free version alone works amazingly, and you can personalise each board to fit your needs. You can add labels, due dates, colour coding, Gifs and emojis, add automations, and easily tag your team members on specific cards. 

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Free Version Works Great. Workspace Upgrade From $5pm



I absolutely love Wix! My own website is hosted on it, and my favourite thing is the ease with which you can create show-stopping websites and landing pages, even with little experience. You can simply drag and drop elements, add your branding colours and fonts to entire templates, and it has an in-built email marketing platform, as well as lots of analytics and SEO features.

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Free option available. Paid plans start at £4pm +taxes.


Also Asked

Also asked is quite similar to Answer The Public, but the results will solely focus on questions that people ask in relation to your specific keyword. This is a fantastic tool, and often the questions that come up can be blog post titles on their own. I regularly use this tool when I sit down to plan my quarterly content. Try it out for yourself! [AF]

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3 free searches per day. £12pm+VAT for 100 searches.



While most of my work is around digital marketing, I will never deny the power of traditional marketing. If you'd like to make a good impression at the next networking event, or make branded clothes and items for your team and clients, they certainly have your back. While I try to stay conscious about my physical paper consumption, I use VistaPrint when I need to get a new batch of cards for clients, or create branded items for my welcome packs.

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Various prices for different products. Frequent offers!




"Sustainable Marketing: How to drive profits with purpose" by Michelle Carvill, Gemma Butler and Geraint Evans 

A thought-provoking book that shares strategies, tactics, and case studies to help businesses align their marketing with social and environmental responsibility. Loved the practical tips after each chapter! [AF]

Sustainable Marketing - How to drive profits with purpose by Michelle Carvill, Gemma Butle


"Start With Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek

A classic of purpose driven marketing, this book  emphasizes the importance of starting with a clear sense of purpose and belief, enabling leaders to ignite passion, loyalty, and motivation in their teams and customers. A must-read for aspiring leaders, entrepreneurs, and anyone seeking to create a lasting impact. [AF]

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"Serve: Stop taking and start giving, your key to sustainable and ethical marketing success" by Mitchel White

Practical strategies and real-world examples to help you navigate the evolving landscape of marketing, where authenticity and purpose are key drivers of success. 'Serve' will empower you to build a brand that not only delivers results but also makes a positive impact on society and the environment.[AF]

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"Net Positive: How Courageous Companies Thrive by Giving More Than They Take" by Paul Polman and Andrew S. Winston

This visionary book offers a compelling exploration of the cutting-edge technologies and innovations that are shaping our world. Delve into a future where the impossible becomes possible and discover how you can leverage these emerging trends to thrive in a rapidly changing world. [AF]

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