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Online Marketing Interview
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30 Questions and Answers by
| Marcie is the principal and founder of CopyHawk, a company that offers editing, writing, and career coaching services. She loves to revamp client resumes so they can land the job of their dreams.

Question 1 of 30

Tell me about your experiences with content marketing and content strategy.

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Online Marketing Interview Questions

    1.

  1. Tell me about your experiences with content marketing and content strategy.
    • One area in online marketing that is gaining in importance is content strategy. The interviewer wants to know if you have any experience in this area and if you are staying abreast of changes and innovations in the industry. When preparing a response to this question, be sure to demonstrate your knowledge and experience in these areas and also show that you are curious and eager to keep learning new skills.

      Marcie's Answer

      "As an online marketer, I have always enjoyed communication, especially writing. So, the use of content to draw in new customers and engage existing ones is of great interest to me. I am continually watching and learning more about this trend, even on my own personal time. In my last role, one of our clients relied heavily on content marketing, so I had the opportunity to learn how to strategize and execute in this area. We listened to the target audience, understood their needs, and then produced content across multiple digital channels to engage them. I worked with colleagues who were experts in SEO and social media to do this, and we used Google Analytics to track the results and adjust our strategy. I definitely enjoyed this experience and look forward to working even more with content in the future."

    2.

  1. How do you communicate successfully with clients, stakeholders, and your team?
    • Being an online marketer not only entails planning and executing successful campaigns but also being able to effectively communicate the results to upper management, clients, and team members. The interviewer wants to ensure that you are a strong communicator. Give examples of times when you have communicated effectively with others. Be mindful that communication comes in many forms and requires different skills, like writing, listening, speaking, and even timeliness.

      Marcie's Answer

      "In my past role, I was in charge of the online marketing team. Communication was of vital importance as I needed to convey ideas and give constructive feedback on a daily basis to my team members. One way we facilitated communication was through quick daily meetings where we discussed goals, timelines, and new ideas. I was also the person who presented our findings and the results of our campaigns to upper management. I did this by creating a visually easy-to-read monthly report that I distributed, and then I followed that up with a presentation. I am confident in my ability to communicate effectively and look forward to bringing my skills to my new position."

    3.

  1. What method or strategy do you generally employ when it comes to SEO?
    • The interviewer wants to know that you not only have knowledge around SEO but that you also have a process or method in place to effectively implement it. This sort of question often comes as a follow-up to a simple 'what is SEO' sort of question, so be prepared to pull specific examples from your experience. In this case, talk the interviewer through the steps you would likely follow when implementing SEO.

      Marcie's Answer

      "SEO is vital in online marketing because so many customer conversions can come from organic search traffic. There are many aspects to it, so I keep things organized by focusing on the following areas in particular: first, I use tools like Google Analytics and Ahrefs to conduct keyword research. That way, I can create content that is relevant to our target audience and ranks high on search. Second, I analyze the website's traffic and trends and then make adjustments based on that information. Finally, I work to improve the website's search rankings by making improvements to its code and making sure keyword-driven content is included on the site. There are many other elements that play into SEO, but these are the general steps I take when tackling this broad topic."

    4.

  1. In what areas of online marketing are you most knowledgeable?
    • Online marketers are expected to know at least some about a large number of varying methods, tools, and platforms. With this question, the interviewer wants to know if you are an expert in any specific area. Being very knowledgeable or experienced in a particular method or tool can help give you an edge over another candidate. When preparing your response to this question, be sure to reference the job description for any key indicators as to what they are looking for in this position, and make your answer direct and not vague.

      Marcie's Answer

      "I have in-depth experience in many different areas of online marketing; however, I consider myself an expert in email marketing. Early on in my career, I worked for a company that put me in charge of their email marketing. I learned how to craft effective messaging that converted readers into paying customers. I also gained experience in email design and using Google Analytics to run A/B tests on different designs and to track email opens and conversions. Over the years I have built on this experience and knowledge with online courses and opportunities at other companies. I would love to be heavily involved in email marketing at your company; I know my contributions would help it to succeed."

    5.

  1. What is the difference between inbound and outbound marketing?
    • You will likely be asked various knowledge-based questions during your interview, so be sure to brush up on industry terms prior to the interview. Here, the interviewer is testing your knowledge around the two broad segments of marketing. Simply respond with some differences between them and provide a few examples of both.

      Marcie's Answer

      "Outbound marketing refers to when a company initiates the conversation and sends its message out to an audience. In many cases, this refers to traditional marketing, like radio ads, television commercials, print advertisements, cold calls, and email. Inbound marketing, on the other hand, is when the customer finds the company when they need its products through mediums like paid online ads, content marketing, opt-in emails, blogs, and SEO."

    6.

  1. Why did you apply specifically for this role?
    • Interviewers are always interested in what drew you to the company and position, and they're also able to use this question to measure how well you actually understand the role and how it relates to the company. This is a great opportunity to show your enthusiasm for the role as well as the research you've done on the position and the company. Don't answer generically; offer particulars in terms of why you think you're a great fit for this role and why the company interests you.

      Marcie's Answer

      "I've been working in the online marketing industry for a few years now, and I am passionate about what I do. The reason I'm looking to make this move is because I'm ready for new challenges. In particular, I'd love the chance to lead a marketing team; I've had temporary leadership roles at my current company, and I know that I'm ready to take it on as a more permanent role. In addition, your company's products greatly interest me, and I know - if given the opportunity - that I can create such an online buzz around them."

    7.

  1. What online marketing platforms and software do you have experience using?
    • Online marketers use a variety of different tools, platforms, and programs. The interviewer is asking this question to find out which of these you've used before. The more experienced you are with these various platforms and software, the easier it will be for you to hit the ground running if they hire you. Practice beforehand so you can rattle off all the tools and software you know how to use.

      Marcie's Answer

      "I have a lot of experience using various programs and tools for paid search, social media, and content marketing. I am proficient in using Google Ads Editor and have also run Facebook, LinkedIn, and Bing paid ads before as well. In terms of social media, I'm very comfortable in this area and use Hootsuite and Agorapulse for engaging followers, scheduling posts, and running reports. For keyword research, I've used multiple tools before, including Google Ads and Analytics, Moz, and SEMrush. I'm also familiar with using WordPress for content management and publishing. In general, I'm a quick learner and confident that I can easily pick up and master any other new tools or programs."

    8.

  1. How is online marketing different from traditional marketing?
    • The interviewer wants to find out if you know the differences between an online and traditional (print, television, etc.) marketing campaign. This is important because the role you're after is specific to online marketing, not traditional marketing, so you need to be able to clearly explain how they differ. Brush up on the differences prior to the interview so you can appear knowledgeable on this topic.

      Marcie's Answer

      "The biggest difference between online and traditional marketing is the medium that is used to communicate the marketing message to the audience. Traditional marketing involves producing physical marketing materials and then delivering them via traditional marketing channels, which include direct mailings, print advertising like magazines and newspapers, radio, and television. It can also include in-person marketing events like tradeshows. Online marketing, on the other hand, utilizes digital channels as tools for marketing communication. These tools include online videos, email, content, social media, search engine optimization, and pay-per-click campaigns."

    9.

  1. In your opinion, what is the difference between content marketing and content strategy?
    • Your interviewer will likely follow-up on knowledge-based questions like this one with questions pertaining to your experience, so be sure to prepare some examples of each of these in advance. In this case, the interviewer wants to see if you understand the differences between content marketing and content strategy, both of which are being utilized more and more frequently in online marketing. Prepare for this question before the interview so when the moment comes you can easily offer an explanation.

      Marcie's Answer

      "Right off the bat, I view content strategy as the umbrella that reaches out over content marketing. It is concerned with the planning and implementation of online content and involves user testing, website audits, competitive analysis, and the tracking of key performance indicators. It determines what kind of content will be effective for the target audience. Meanwhile, content marketing is the creation of that online content. It provides customers with relevant information that guides and engages them and builds brand loyalty."

    10.

  1. Imagine that you start this job tomorrow. What are the first three things you will do?
    • The interviewer is putting you on the spot with this scenario-based question. They want to see how quickly you think on your feet as well as how well you are able to understand the role and prioritize. Prior to the interview, be sure to review the job description and research the company to help inform answers to questions like this one. Then, think about the steps you would take in the first few months on the job so you're prepared if asked.

      Marcie's Answer

      "Before anything, I'd be so excited to meet my coworkers and set up my workspace! I believe strong relationships and a positive environment are key to success. The first action I'd take beyond that would be to meet with my manager to clarify my objectives for the first 90 days or so. The next thing I'd do is move toward nailing down the positioning of the company by defining what it does, what problems it solves, and why this is important to its customers. Ideally, I'd talk to customers to determine that the value-adds they receive mimic the positioning that we share on the website and in presentations. Finally, I'd create a customer journey map so I can determine every interaction a customer has with our business, and I'd talk with people from various departments within the company to build our relationship and to learn from them."

    11.

  1. Discuss a time when your team disagreed with you. How did you deal with this?
    • The interviewer might ask you this question to uncover how you handle conflict. Behavioral questions like this one are common in interviews, particularly face-to-face interviews, so be prepared to have outlined examples available. In this case, you'll want to give an example of a time when you successfully tackled discord on your team. Remember to discuss the lessons that you learned and carried with you.

      Marcie's Answer

      "In general, I've always had great teams, and we've worked well together. In an earlier role I had, there was one time when my team didn't agree with the strategy I had devised for a paid ad campaign we were planning. Initially, it didn't feel great to be met with disapproval, but after some thought, I realized that I needed to take another look at my strategy. I met one-on-one with my team members and listened to their thoughts and concerns. Later we met again as a group and worked together to adjust the strategy. In the end, it was a much stronger strategy, and I learned to always make time to listen to the dissenters. I'm certainly not right 100% of the time, and we are smarter when we put all of our heads together."

    12.

  1. Why did you choose to work in the field of online marketing?
    • The interviewer is looking to find out why you chose to become an online marketer. What interests you about it? What do you love about it? What drives you forward? Is it the process, ideation, execution, communication, or the data side of it that you like best? Try to frame your answer in a way that shows that your reasons align with the company culture and the position itself. As always, be honest with your response and try to make it as personal as possible - your interviewers will find authenticity more memorable!

      Marcie's Answer

      "I originally became interested in online marketing because I loved communicating and brainstorming creative ideas. I love the challenge of coming up with innovative and fun ways to engage customers and earn their loyalty. So, for me, a lot of the joy comes from brainstorming and being creative with communication. As I've gained more experience, however, I've also discovered that I have an analytical side, and it's important to me that the data backs-up the success of my campaigns. I see that as a challenge, too I love working hard and creatively on a campaign and then proving its effectiveness via analytics and data analysis."

    13.

  1. Tell me about yourself and your experience in online marketing.
    • The interviewer wants to find out how much experience you have in online marketing. If you have a lengthy background in this area, then let the interviewer know and try to outline your response well so you don't over-share. If you are new to the field or just out of college, then talk about the courses you've taken and internships you've had that will allow you to excel in the role.

      Marcie's Answer

      "Ever since I was a kid, I've always been interested in technology and the internet. Once I hit college, I discovered that I could overlap this interest with my passion for communication. As a digital marketing major, I had the opportunity to learn about all kinds of online marketing tools, including SEO, online display advertising, Facebook, Google Ads, and more. I interned this past summer and gained valuable experience in engaging customers through social media for the company, performing keyword research, and running online ad campaigns."

    14.

  1. Do you have experience working with outside agencies, freelancers, subcontractors, clients, and in-house staff?
    • To be successful at online marketing, one needs to be able to work with others who are both inside and outside the company. The interviewer is asking this question in order to determine your level of experience in working with various other parties. Share your background in this area. If you lack experience working with some of these parties, express that you are open to doing so in the future and eager to learn. This is also a great opportunity to demonstrate skills like relationship building and collaboration.

      Marcie's Answer

      "I am a team player who loves to collaborate with others on a shared goal. To date, I have worked with copywriters, designers, photographers, developers, and others to put together successful campaigns. There is mutual respect in all of my relationships that derives from clear and friendly communication, even when there is urgency. I can very easily switch between working with a freelancer or subcontractor to someone on an internal team; I recognize that we all need to work together to achieve our goal."

    15.

  1. Are you familiar with the following acronyms? CPC, PPC, CTR.
    • Online marketers use a lot of different acronyms that are specific to their field. The interviewer wants to know how familiar you are with this terminology. Since knowledge-based questions can be common in interviews, you'll want to go through all the common terms and names that are used in online marketing before the interview so you can quickly list their meanings if needed.

      Marcie's Answer

      "I definitely am! In the past, I ran Google Ads campaigns for a small investment research company. I ran monthly reports and examined the results for these acronyms. CPC indicated how much we were paying for each click on the ads we ran. CTR stood for the clickthrough rate or the number of clicks each ad received divided by how many times it was shown. I always aimed for a 4-5% CTR on the organic search network and at least 1% on the display network. PPC, meanwhile, is a more general acronym; it stands for pay-per-click, which is the model of internet marketing where advertisers pay a fee every time their ad is clicked."

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