Online advertising is one of the fastest-growing industries. At the interview stage, even the best candidates will not know everything that will be useful for them in a new position. Digital marketers must understand the technical aspects of projects, configure several marketing tools, and be able to manage a team. To become a qualified internet marketer and digital director, the potential specialist need to gain practical work experience that cannot be got through specialized training in courses. The following questions will help clarify both the hard and soft skills of a potential employee.
1. How to optimize contextual advertising?
Start from any question to test the general marketing knowledge. Ask about factors of influence and propose to describe the plan point by point. Optimization starts with creating ads. At this stage, the account development details determine what exactly will be optimized in the future.
If not enough ads were added, the new ones must be created for optimization. If the semantics doesn’t work correctly, it must be extended further. An experienced specialist will point out that all the settings must be checked before starting a campaign.
2. What is the Page Rank?
Page Rank is a link ranking algorithm that shows page importance for search engines. It is determined by the number from 0 to 10. Moreover, if the difference between 0 and 1 is small, then it will be huge between 8 and 9 because the points are calculated on a logarithmic scale.
To effectively promote a brand on social networks, it is not enough to create a community and fill it with interesting content. An SMM manager has to constantly analyze and understand how the audience reacts to any post and the community as a whole. For this, the page statistics on every social network must be checked.
3. Which SEO tools do you use?
SEMrush, Ahrefs, Poptin are the most popular ones. Anyway, those digital specialists who enjoy their work are always looking for other interesting tools to get extended results. For example, AuthoritySpy will help you find the most significant entrepreneurs in your niche. Linkody notifies when new resources link to the site.
For optimal search engines crawling, indexing, and suggesting specific content to users, the content must have a unique URL. Different text (for example, related to different products in the store) and materials presented in several variants should be placed on separate URLs for the correct search results ranking.
4. How to identify potential problems with demand?
General strategic questions about marketing and knowledge of tool bundles should be clarified. In most cases, a small client base, unattainable profit margins, or inappropriate organization development precede main problems with demand. Anyway, all these issues can be solved with the correct marketing strategy, advertising selection, etc.
Almost any company needs a competitor’s analysis on the Internet. Those that have already occupied their niche are interested in finetuning the processes of Internet marketing. The ones that are just planning to go online must be monitored for marking common mistakes and useful tips as well.
5. Have you got experience with Google Adwords campaign management?
Budget optimization, keywords selection, competitor analysis, A / B testing are the parts of an optimal Google Adwords campaign. Making a detailed monthly report is another important aspect as the marketer has to show business development to the client.
Using contextual advertising for attracting and increasing traffic is very effective. AdWords is a convenient and affordable tool for communicating with Internet users. Google's advertising program can help digital marketers attract new customers and grow their business, even if its owners can't spend a lot of time and money on marketing.
6. What is the SMM manager's main goal?
The candidate needs to mention not only basic issues like attracting traffic, working with the audience, and managing brand perception. Experienced marketers try to tell more about creating media and content plans, developing a strategy for a company's presence in social networks, content generation, etc.
Advanced language skills also increase the level of the CMM manager, allowing him to follow all foreign trends and opening the way for foreign customer companies. The required set of personal qualities includes curiosity, creativity, communication skills, analytical and system thinking, independence, and internal discipline.
7. How to measure SEO performance?
Measuring SEO performance usually targets the following metrics:
Calls to action;
Number of potential customers;
External and internal links.
8. What about soft skills?
Digital marketers work within teams and communicate with clients. Therefore, their communication skills must be at a high level. Moreover, successful workers are usually poise: it helps them avoid numerous unpleasant situations.
A motivated digital marketer is always creative. Vivid imagery and graphics still work in marketing. The online marketplace is very competitive, and the specialists’ ingenuity and creativity skills will help set the project apart from others.
9. How to avoid spam?
Behavioral factors are usually adopted by search systems. If recipients frequently report messages as spam, email systems will classify them as spam further. It is reasonable to process email validation in this case: it will confirm that the addresses do exist and will help avoid a high Bounce Rate when letters do not reach the addressees.
An experienced digital marketer will explain that the recipient base has to be formed by the company itself. The person must be ready to receive a letter from you, otherwise, the mailing will not be successful. Email addresses can be collected by using trigger pop-ups on the site. Then your audience will be warm and engaged. Paid databases have a lot of invalid email addresses.
10. How do you act if your colleagues do not agree with you?
This question is used to check the candidate's leadership skills. The answers may vary, but a potential worker should not demonstrate any aggression or dismissive attitude towards employees. Remember that any manager must point out the mistakes of other team members so that they could understand what to pay attention to in the future.
Today, flexibility is one of the main requirements for a highly effective leader, team, or organization in the face of constant change. Flexibility is understood here as the ability of a person to change his thoughts and actions according to the situation, without changing his values and beliefs. This skill determines how a leader can act in an unforeseen situation.
11. Being a responsive digital marketer: what does it mean?
Responsibility is a personal quality that is difficult to measure. There are different ways of identifying this skill, but the easiest and the most accurate one is to ask the candidate about the definition.
The readiness to do everything to achieve the desired result, as well as the readiness to do more or otherwise, if the actions that the manager asked for, are not enough. Also, you may ask potential workers about the cases in which they have shown exclusive responsibility.
Qualified digital marketers use figures in their speeches. They set tasks for increasing capacity at the bottleneck, evaluate the timing, and the expediency of investing resources. Despite the great number of routine responsibilities, marketers often have to deal with non-standard tasks and workload. Therefore, they cannot succeed without self-organization skills.