Similar to other managerial positions, exceptional leadership, teamwork, organizational, planning, and problem-solving skills are required.
When telling the story of your career, be as detailed as you can. For example, instead of saying:
“I started out as a one-man team and built it up into a 5-man team.”
Put it somewhere along these lines:
“The company I previously worked for formed a new department and put me in charge of growing it. From a one-man team, I sourced for reliable digital agencies to offload some of the work and grew revenue by 500% in the first year. With the increased capital, I managed to take some of the projects in-house and hired and trained a competent digital marketing team. Despite some disagreements with the management and team, I managed to convince them to adopt my proposed initiative. As a result, our five-man team achieved 30% of the company’s overall profit in the last year attributed to digital channels alone.”
The interviewer will try to probe for any signs of over exaggeration as it is easy to take credit for certain achievements which could have been the result of team effort or initiatives from other departments. Going into the details make your recounts more trustworthy and earn you bonus points.
Budget planning is another key skill interviewers look for. If the interviewer asks you how you would spend a $100k budget to achieve $1million in revenue, don’t give a canned answer like “we should spend it all on digital channels because the reach is wider and everyone is online”.
Instead, provide a more methodical approach and recommend testing a small percentage of the budget on traditional vs digital channels over a short period to see which one is more effective in order to make better informed budget allocations. Share the various formulas and frameworks such as the “Aligning Business Objectives to Digital KPIs and Metrics Exercise” covered in our digital marketing strategy course to determine the budget for each campaign and as previously emphasized – go into the details.
Additionally, you will need to display distinguished leadership and organizational management skills. When asked how you would structure your digital marketing teams, explain in detail why you chose the structure and elaborate how it can help achieve specific objectives.
Digital Marketing Specialists Interview Questions
Depending on the industry and focus of the job scope, the interviewer may ask questions that are very specific to a particular discipline or channel.
Some industries don’t invest in certain channels while others do. For example, F&B businesses tend not to focus on SEM while financial institutions invest a lot in SEM/SEO.
Regardless, specialists roles such as the SEO Specialist, Content Strategist, and Digital Marketing Analyst have been created to provide specialized expertise to support general marketing teams.
Content Marketing-related Interview Questions
Content marketing can get really fuzzy, especially when there is no strategy or governance in place and content is being created and distributed with no clear direction or purpose. Content strategists are in charge of piecing the jigsaw puzzle pieces together to paint a clear and complete picture for the rest of the marketing team to align towards.
If you’re applying for a role that lists content marketing strategy as a required skill set, prepare for these questions:
- How do you research your customer personas?
- Do you document your customer personas?
- How do you ensure editorial publishing timelines are met?
- Tell me about a situation when a particular content piece you thought would be well received by the audience turned out negative instead and how did you manage it?
- What are some content marketing models you apply?
- What workflows do you use for content curation?
- What is your content production workflow for various content types and formats (e.g. blog posts, videos, whitepapers, ebooks, infographics, etc.)?
- What is your content ideation process like?
- Describe the processes you use for content repurposing.
- What are some content tools you use?
- What are some content manage systems you have experience with? (e.g. WordPress, Joomla, Drupal)
- How do you track and measure content marketing ROI?
- How would you structure your content team and why?
- What is your favourite content marketing mission statement?
- Given a budget of $X amount, how would you spend it on content marketing?
- How do you ensure your content is consistent with your brand?
- Read these 3 headlines and tell me which one is best for our brand and why?
- Which owned, earned, paid, and shared channels do you usually distribute your content to?
- How do you determine your content distribution channels?
- When do you decide to outsource or take your content marketing in-house?
- What criteria and guidelines do you adhere to to select the best content marketing agency?
- What are some key elements for a content to become shareable?
- What content maturity models do you use?
- What content governance models do you use?
- What is your content strategy process?
- Do you document your content marketing strategy?
Content marketers need to have excellent creativity, attention to detail, a strong command in English, and planning and project management skills among many other skill sets. The interviewer will want to see that you embody these skills and are able to apply it to the job function.
For example, when asked what content marketing models you apply, you can mention the hub hero hygiene and hub and spoke models. But of course, you would need to have experience implementing the models in order to demonstrate your competency.
The ability to measure content marketing ROI, allocate your budgets strategically, document your content strategy, and carry out the entire content marketing process are highly sought-after skills.
If you are able to share from experience how you saw through the entire content marketing strategy process such as our 6-step content marketing strategy from our Content Marketing Strategy course (from content ideation to production, publishing, promotion, measurement, and governance), the deal will be sealed.
Search Engine Optimization-related Interview Questions
Search engine optimization (SEO) skills are in high demand as SEO is a long-term strategy that is integrated with many other marketing-related disciplines such as copywriting, PR, and content marketing.
These are some questions your interviewer may ask you if you are applying for a SEO Specialist role:
- Why is SEO an important aspect in marketing?
- How would you convince the management and marketing team to invest more into an SEO campaign?
- Go through this technical SEO audit report and tell me how you would solve some of these technical SEO issues.
- How do you deal with duplicate content?
- How regularly do you keep up to date with the latest SEO trends?
- What SEO-related websites do you frequent?
- What are the latest search engine algorithm updates (e.g. Google)?
- What other search engines do you optimize for other than Google?
- What process do you apply for an SEO site migration?
- Tell me about a successful SEO campaign.
- What SEO techniques did you apply to achieve the goals within the stipulated timelines?
- What metrics did you use to measure your success?
- Tell me about an unsuccessful SEO campaign.
- What did you think went wrong?
- How would you do differently in the future?
- When there is potential conflict between prioritizing UX, SEO, and brand, how do you approach the situation without compromising other important aspects?
- Here are three keywords I want to rank on the top 3 positions of Google. What strategies would you propose to achieve this goal?
- How do you capture the top featured snippet results for these keywords?
- How do you construct your website architecture?
- What is your typical keyword research process?
- What SEO tools do you use?
- Which content management systems are you experienced with?
- How do you implement structured data markup?
- Have you ever dealt with a manual penalty?
- What is your link building process?
- How do you integrate SEO into the overall marketing strategy?
- How do you optimize a website for local SEO?
- How do you optimize a website for international SEO?
- If you had a $100k budget for SEO, how would you spend it?
- What are some important SEO metrics you measure?
- What is your typical SEO audit process?
- How often do you measure your SEO performance?
- How often do you conduct a full SEO audit?
- Which audit findings do you prioritize fixing first?
- How do you conduct competitive SEO analysis?
- Review this SEO service proposal report from an SEO agency and share your thoughts.
Being an SEO specialist requires you to have a good balance of creative, technical, and analytical skills. On top of being objective-oriented, a go-getter, you need to demonstrate your ability to analyze data and propose viable solutions and alternatives.
For instance when going through a technical SEO audit report with the interviewer, there may be hundreds of issues that need to be solved. However, there may not be sufficient time and resources to resolve certain issues. Thus, you will be expected to suggest viable alternatives rather than harper on a particular issue that may not even be the priority to achieving the main objectives.
Say for example, there are two technical SEO issues present, one being slow page loading time and the other being duplicate meta descriptions. Since page loading speed affects the user experience and may negatively impact rankings, you will need to prioritize fixing this over the duplicate meta description issue. This comes from having a deep understanding of how search engines work and technical jargon.
An SEO specialist within a large organization or a digital agency will need to work closely with other marketing teams. He/she will need to understand that not everyone realizes the importance of SEO, hence, the SEO specialist needs to be an excellent communicator to push forth important SEO initiatives that can positively impact the organization as a whole.
An appropriate response to the question “When there is potential conflict between prioritizing UX, SEO, and brand, how do you approach the situation without compromising other important aspects?” would be:
“I would first hear everyone’s perspectives and try to find an optimal solution to avoid compromising any aspect. For example, if a UX designer wanted to design a one-pager with content embedded within lightboxes that compromise SEO rankings, I would check with the UX designer exactly what type of experience he wanted the user to have. If the UX designer wanted to prevent the user from loading another page and also prevent content clutter, I would propose another web design element such as accordions which are more SEO-friendly and would almost achieve the same objective.”
Keyword research is a significant aspect of SEO and should be integrated with other aspects of marketing including content marketing, social media marketing, and paid search advertising. Be as detailed as you can when you describe your keyword research processes such as the 4-step keyword research process covered extensively in our SEO course.
Digital Advertising-related Interview Questions
Global digital ad spend reaches the hundreds of billions every year with the US topping $100 billion in 2018 alone. – CNBC
In Singapore, many companies run digital ads through Google Ads and Facebook Ads, although there are many other DSPs that larger companies use that can be found here.
If you’re applying for a role as an Account Executive, Media Planner, Ad Operations Manager, or Performance Marketing Specialist in a digital agency or any client-side role listing Google Ads, Facebook Ads, Search Engine Marketing, and Programmatic Advertising as a required skill, be prepared for these questions:
- Which digital advertising platforms (e.g. Google Ads, Facebook Ads, Double Click, Bing Ads, Criteo, Outbrain) have you had experience with?
- If you had $100k advertising budget, how would you spend it?
- If the average CPC bid is $1 and the profit margin of a sale is $50, what should the max CPA be?
- How do you structure your Google Ads account for different languages and different countries?
- View this ad creative and tell me what you like and don’t like about it.
- Have a look at this landing page and tell me what’s wrong or right about this page.
- Do you have experience with Google Tag Manager?
- Do you have experience with Google Analytics?
- Do you have technical expertise in implementing tags (e.g. Google Ads Tag and Facebook Pixel) onto websites?
- How do you research your audiences?
- What are some audience targeting options you use?
- Tell me about a time you targeted the right or wrong audience.
- What were the results?
- How did you measure the performance?
- How would you target differently or similarly in the future?
- If a company wanted to launch ads for brand awareness, which metrics would you recommend tracking and analyzing?
- If a company wanted to launch ads for lead generation and sales, which metrics would you recommend tracking and analyzing?
- Go through these Google Ads/Facebook Ads reports and tell me what is doing well and what isn’t?
- What do you look for when choosing a digital advertising agency?
- Go through this proposal by a digital ad agency and share with me your thoughts.
- We’ve been running our remarketing/retargeting campaigns for some time, but there’s been a drop in clicks over the past few months. What could have gone wrong?
- How do you tell the signs of ad fatigue?
- Which reports do you access to gain competitive insights for Google Ads?
- How do you factor in the dropoff rate when calculating the effectiveness of your digital ad campaigns?
- What attribution models do you apply when analyzing your digital ad campaign reports?
- Have you ever run into inconsistent data reporting across different advertising platforms and how did you manage it?
- Which is more important – conversions or conversion rate?
- When do you optimize for reach and when do you optimize for impressions?
- How do you improve the CTR of your ads?
- What could be wrong with an ad campaign that receives many clicks but little to no conversions?
- Tell me about an A/B testing experiment you conducted.
- Did you achieve the intended results?
- If not, what did you not get right or wrong?
- How would you conduct the experiment differently in the future?
- What websites or books do you read to keep up to date on digital advertising trends and emerging technologies?