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Web Marketing Specialist Interview Questions

To help you prepare for your Web Marketing Specialist interview, here are 25 interview questions and answer examples.

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Question 1 of 25

Let's say that a client has done everything according to plan, but they're still unable to obtain new customers. What do you do?

How to Answer

Your interviewer will ask you situation-based questions to gain insight as to how you might handle various scenarios you'll likely encounter. These questions provide an opportunity to show off your knowledge and expertise, so be prepared to pull examples from prior experience or understanding to help you respond. With this question in particular, the interviewer is looking for your process, so be sure to detail the steps you'd take and the thought-process behind it. If you're sharing an example from your own experience, then briefly share the outcome at the end of your response.

Written by Clara Canon on November 16th, 2020

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25 Web Marketing Specialist Interview Questions & Answers

  • 1. Let's say that a client has done everything according to plan, but they're still unable to obtain new customers. What do you do?

      How to Answer

      Your interviewer will ask you situation-based questions to gain insight as to how you might handle various scenarios you'll likely encounter. These questions provide an opportunity to show off your knowledge and expertise, so be prepared to pull examples from prior experience or understanding to help you respond. With this question in particular, the interviewer is looking for your process, so be sure to detail the steps you'd take and the thought-process behind it. If you're sharing an example from your own experience, then briefly share the outcome at the end of your response.

      Written by Clara Canon on November 16th, 2020

      1st Answer Example

      "I would comb through the data and look for any areas where we see growth trends and where we should trim back our efforts. If we identify what is not working and reallocate that dedicated time to something that is working, then we will generally see greater increases. I would also identify additional strategies that align with what we are doing well in order to boost awareness and increase engagement. Once I have that data and the updated strategy proposal ready, then I would call a meeting with the client to review and get their feedback. It is important for clients to see that we are paying attention, hearing their concerns, and willing to pivot as needed."

      Written by Clara Canon on November 16th, 2020

  • 2. Tell me what you know about the sales funnel.

      How to Answer

      The interviewer is testing your knowledge of a very prominent concept in web-based marketing: the sales funnel. Be sure to brush up on the steps in the sales funnel prior to the interview in anticipation of this question. You want to be prepared to impress the interviewer with your knowledge and experience as it pertains to important concepts in the field. If you can connect it to a specific example in your working life, then even better!

      Written by Clara Canon on November 16th, 2020

      1st Answer Example

      "I'm very familiar with the sales funnel. In my current job, I work hard to engage customers during every step of the funnel. First, my team and I introduce our brand to them during the 'Awareness' part of the funnel (the wide part at the top) via blog and social media posts, YouTube videos, podcasts, and paid ads. Once the customers reach the middle of the funnel, or the 'Evaluation' stage, we try to solve their problem with our product using sales pages, webinars, emails, and downloadable guides. Finally, we target the customers who reach the bottom of the funnel, also known as the 'Conversion' stage, with demos, customer testimonials, and special offers, among other things. Every day we plan the path that the target customer will travel down the sales funnel, and I look forward to doing this for your products as well!"

      Written by Clara Canon on November 16th, 2020

  • 3. What method or strategy do you generally employ when it comes to SEO?

      How to Answer

      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.

      Written by Clara Canon on November 16th, 2020

      1st Answer Example

      "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."

      Written by Clara Canon on November 16th, 2020

  • 4. How would you optimize the conversion rates for a PPC campaign that wasn't performing well?

      How to Answer

      You will likely be asked various situation-based questions during your interview, so be sure to practice running through different scenarios ahead of time. For this question, the interviewer wants you to delve into the details of how you would fix a pay-per-click (PPC) campaign that wasn't converting. Tell the interviewer the tactics you would employ to resolve this issue. If you experienced a similar situation in the past, then share this with the interviewer.

      Written by Clara Canon on November 16th, 2020

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  • 5. In your opinion, what is the difference between content marketing and content strategy?

      How to Answer

      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.

      Written by Clara Canon on November 16th, 2020

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  • 6. How do you communicate successfully with clients, stakeholders, and your team?

      How to Answer

      Being in web marketing 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.

      Written by Clara Canon on November 16th, 2020

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  • 7. In what areas of web-based marketing are you most knowledgeable?

      How to Answer

      Web Marketing Specialists 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.

      Written by Clara Canon on November 16th, 2020

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  • 8. How do you stay organized when working on multiple projects and campaigns?

      How to Answer

      You will undoubtedly be working on multiple things at once in this role, so you will need to assure the interviewer that you are prepared to effectively organize your time, tasks, and even stress in order to get things done. When preparing your response to this question, reflect on a particularly busy time and the measures you took to ensure that you were able to successfully accomplish all of your targets and goals. Feel free to share an example if you have one!

      Written by Clara Canon on November 16th, 2020

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  • 9. As a consumer, tell us about a campaign that effectively pulled you in and resulted in a sale.

      How to Answer

      This question puts you in the position of the consumer, though it still provides an opportunity to share industry knowledge and insight to guide your response. Your interviewers are looking for details on how well you understand the impact of various components of a successful campaign from the eyes of the public. Reflect on a campaign that had you hooked and resulted in you making a transaction, and be prepared to share details on what made it work for you as a consumer.

      Written by Clara Canon on November 16th, 2020

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  • 10. If you had to rate our current online marketing presence on a scale from 1 to 10, what score would you give us and why?

      How to Answer

      With a question like this, there are really several underlying questions. How well have you researched and reviewed our online presence? How prepared and confident are you in naming our growth areas? Are you able to challenge us to do better and consider new ideas? If your interviewer asks you this question, then they are not expecting you to respond with '10,' otherwise why would they be interviewing you for this role? Prepare for this answer by scouring their online presence and taking notes on what they do well, what they miss, and where they can grow. You want to be honest with your response, and ideally don't give too low of a score or too 'perfect' of a score. Be prepared for follow-up questions on any growth areas you mention, and always have some sort of suggestion for a solution to a problem you present.

      Written by Clara Canon on November 16th, 2020

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  • 11. What is a Google Quality Score, and why is it important?

      How to Answer

      Your interviewer will ask you a series of knowledge- and experience-based questions, so prepare for these questions by reviewing the job description for specific tools and platforms they use, outlining key points on your resume, and writing a summary of your skills along with examples. If you do get asked a question that you aren't prepared for, then share what you know, be honest, and express your interest in pursuing it further.

      Written by Clara Canon on November 16th, 2020

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  • 12. What would you say are the current trends in social media? What do you think the future of social media will look like?

      How to Answer

      Social media plays an increasingly pivotal role in web-based marketing, so understanding social media, user engagement, and trends will all be critical in running successful campaigns. Your interviewers want to ensure that you are not only familiar with the technical components of social media but also the societal components. When responding to this question, you want to demonstrate that you have strategic vision and can accurately and consistently keep up with - and even predict - trends in the online landscape.

      Written by Clara Canon on November 16th, 2020

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  • 13. In your opinion, what has been our company's most successful marketing campaign?

      How to Answer

      This is a clever way of checking to see that you've done your research and know the company well. It is also a way for the interviewers to understand how you measure success, at least with limited private data and insight available. Even if you feel that you know the company well, take time to thoroughly research their past campaigns to better prepare yourself to answer questions like this. You will impress your interviewers by doing some digging and sharing an older or less obvious response. For this example response, we'll say that you are interviewing with Coca-Cola.

      Written by Clara Canon on November 16th, 2020

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  • 14. What experience do you have creating and managing company blogs?

      How to Answer

      Blogs allow companies to connect and communicate with consumers in a more personal and casual sort of way, even allowing conversations to take place in the comment section. Company blogs can be leveraged to support the image of a brand without it really feeling like traditional marketing to the consumers. Your interviewers are interested in whether or not you understand and have experience with this, and they want to gauge your skill level with this sort of marketing strategy. Blogs require an emphasis on writing and editing skills as well as the ability to create content that tailors the voice to a key audience. When responding to this question, be sure to highlight your writing skills, attention to audience and voice, understanding of timing, and of course any prior experience you have with company blogs.

      Written by Clara Canon on November 16th, 2020

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  • 15. How would you approach a new product that we might offer? What would be the first step you would take?

      How to Answer

      Your interviewer will likely provide you a scenario to play through during your interview, so prepare in advance by researching the company and what products they generally offer. In this case, they are interested in how you first get started and what you prioritize. If you can, reflect on how you have approached new products in the past - what did you need to consider, what was your first step, what did you learn? Use this reflection along with research on the company and its products to help guide your response.

      Written by Clara Canon on November 16th, 2020

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  • 16. How are your writing and editing skills? Describe your process.

      How to Answer

      Strong communication skills with minimal error, particularly in writing, are critical in marketing. Your interviewer will likely inquire about your writing and editing skills, your process, and possibly even ask to see samples of your work. In some cases, you might even be asked to perform a short writing/editing assignment at the interview. Be prepared to speak to your creative writing experience, attention to detail, and process for creating and editing content.

      Written by Clara Canon on November 16th, 2020

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  • 17. What data sources have you used to aid you in creating web marketing strategy?

      How to Answer

      Web Marketing Specialists use a variety of different tools, platforms, and programs to collect data and inform their marketing strategies. 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. Prepare for this question by listing each of the tools and data sources you've used in your career thus far. You may also review the job description for any clues as to what data sources they will expect you to use in this role.

      Written by Clara Canon on November 16th, 2020

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  • 18. Describe your experience with content marketing.

      How to Answer

      You will likely be asked fairly open-ended questions about your experience in a particular area, so it is important to be prepared ahead of time to ensure that your response packs a punch without taking up too much air time. This is an opportunity to share your highlight reel, not the full list of credits, so draft an outline of your relevant career experience prior to the interview. The better prepared you are in advance, the more likely you are to keep your answer concise without forgetting a key point.

      Written by Clara Canon on November 16th, 2020

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  • 19. Which marketing automation platforms do you have experience with? Which do you find provides the most value to the business?

      How to Answer

      Your interviewer will ask questions regarding your experience with various software and platforms to gauge your skill level and ability to easily navigate whatever tools they use at their company. Prepare for questions like this by reviewing the job description for clues as to what tools and platforms they want their preferred candidate to know. If you have experience using these software systems, then great! If not, then speak to the systems you are more familiar with and express your eagerness to quickly learn and pick-up new things.

      Written by Clara Canon on November 16th, 2020

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  • 20. What email marketing platforms do you have experience with? If you have experience with more than one, which do you find provides the most value?

      How to Answer

      Depending on the position, you might be running email marketing campaigns, so your interviewer will want to make sure you are familiar enough with the tools necessary to hit the ground running. Prior to your interview, be sure to scour the job description for any indication of email marketing and what platform they use. You'll often find these details in the qualifications section of the job description. Even if you don't have direct experience with the platform they use, you can research and draw connections to what you already know. If you don't see any specific details, then simply outline what platforms you have experience with and define what value means to you when selecting your favorite.

      Written by Clara Canon on November 16th, 2020

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  • 21. An understanding of web page design is important knowledge for Web Specialists to have. What experience do you have with HTML and CSS? What web page design tools do you have experience using?

      How to Answer

      Your interviewer wants to ensure that you have a solid understanding of the landscape in which you'll be working. As a Web Marketing Specialist, that landscape includes web building tools like HTML and CSS. You will want to demonstrate your knowledge and experience using tools such as these and others that are relevant. If you do not have a lot of experience with these tools, then share what you know and demonstrate that you are a fast and efficient learner.

      Written by Clara Canon on November 16th, 2020

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  • 22. Which online channels have you found to be the valuable in terms of ROI of web marketing dollars? If necessary, talk about how it may have been different for each of the industries in which you've worked.

      How to Answer

      Your interviewer will ask you a variety of questions that will require you to speak to your experience while flexing your industry knowledge, so be prepared to provide specific examples covering a range of topics. This question in particular requires additional contextual understanding, so be sure to provide context in your response to help the interviewer better understand your valuation process. The second part of this question should be a hint to you that different channels might be more valuable in different contexts and industries.

      Written by Clara Canon on November 16th, 2020

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  • 23. Do you have experience with Google Analytics? If so, what measures do you capture with this tool?

      How to Answer

      Google Analytics is part of Google's larger marketing platform, and it is often a go-to for web marketing analysis. Your interviewer is interested primarily in how you use a tool like Google Analytics and what you use it for. So, if you don't have a lot of experience using it, then do some research on what it does and what it offers, and draw comparisons to a tool that you have used. When answering this question, you primarily want to demonstrate that you are experienced and equipped in data collection, analysis, and report distribution using web-based platforms.

      Written by Clara Canon on November 16th, 2020

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  • 24. Do you have experience with paid social media advertising? If so, which social media channel have you found to be the most effective for the companies you have worked for and why?

      How to Answer

      Social media continues to play an increasingly important role in web marketing, so your interviewer will likely try to gauge your knowledge of and experience with social media marketing and advertising. This is a great opportunity to share an example of a successful ad campaign; be sure to indicate any considerations or modifications you made across social platforms, how you measured the efficacy of your ads, and what key takeaways you learned from that experience.

      Written by Clara Canon on November 16th, 2020

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  • 25. Describe an email marketing campaign you planned and executed that had a significant impact on sales and/or lead generation.

      How to Answer

      Your interviewer will be interested in your results, so you will almost certainly get questions regarding user engagement, sales trends, and so on. When preparing for the interview, be sure to have a few examples of campaigns ready so you can share the best possible response and not lean on the same answer for multiple questions. If you don't have a lot of experience planning campaigns, then consider when you have played a critical role and acted as a leader for other campaigns in your career.

      Written by Clara Canon on November 16th, 2020

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