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Web Marketing Specialist Interview

25 Questions and Answers by Clara Canon
| Clara is a career coaching expert and has supported individuals landing positions in education, nonprofit, corporate, and beyond.

Question 1 of 25

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

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Web Marketing Specialist Interview Questions


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

      Clara's Answer

      "I have used Google Analytics numerous times over the course of my career thus far, and I've found it to be an incredibly useful source of information that can determine the direction of our marketing strategies. Most recently, I used it to run A/B tests on changes that were made to the company website, and we then made decisions based on its insights. I have also used it to view website traffic and demographic trends, in addition to using it to track conversions for various campaigns."


  1. 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?
    • 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.

      Clara's Answer

      "I've used a few email marketing platforms over the years, and the two most prominent have been Mailchimp and Sendinblue. Overall, I'd say that Mailchimp has provided the most value over time. It's such a well-established platform, so they have a considerable amount of resources and new features and functions available. It's also very streamlined and user-friendly, so I feel like I can spend more time on the campaign itself and less time on navigating the platform."


  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?
    • 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.

      Clara's Answer

      "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."


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

      Clara's Answer

      "Whenever I am working with a new product, I first seek to understand its function and its key market. If I am going to prepare a marketing campaign for a new product, then I need to understand what sets it above other products, what makes it unique, and who will be most inclined to purchase it. Whenever possible, I like to use the product myself to gain that understanding. Once I've done that, I'll do some market research and explore competitor products that are similar. That way, I can see what we're up against, what's already being done, and what we can do differently. I'll pair that with my assessment of our product and key market, and I'll put together a strategy that highlights what makes our product different and sets it above the rest."


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

      Clara's Answer

      "Coca-Cola is incredibly well known for its successful and impactful marketing over the years. That said, I think that one marketing choice you made a few decades ago was the smartest, most successful strategy of all - integrating Santa Claus. While there are varying opinions about whether or not Coca-Cola can be attributed with dressing Santa in the iconic red we know today, it is irrefutable that Coca-Cola played a pivotal role in shaping the image of Santa that we have now. Santa went from robed and a bit scraggly to suited and jolly. He became a brand ambassador and top salesman for the company, which drew in the Santa-loving masses. The decision to make Santa a salesman created a long-standing shift in brand visibility and awareness far beyond that initial campaign, and it created anticipation around Coca-Cola's future holiday advertising, even as the polar bear became more prevalent in your advertising."


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

      Clara's Answer

      "The first that comes to mind was by Olive & June, a nail polish company based out of California. I noticed an ad of theirs appear in an Instagram story and remembered thinking the name was unique, but I didn't think much more about it. A couple of days later, they appeared on my Instagram feed. At first, I thought it was a post from a friend. The ad was so simple and seamless that it didn't feel like an intrusive ad at all, and the colors and quality of imaging made me finally check out their page. I was impressed by how fresh and fun their content looked for a nail polish company, and I realized that their products were more than just nail polish. Within an hour, I had gone to their website and purchased a full kit. I'm still a huge fan!"


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

      Clara'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."


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

      Clara's Answer

      "Earlier in my career, I was in charge of running multiple PPC campaigns using Google Ads and Yahoo. There were definitely times when the conversion rates for some of my ad groups were below expectations, and I had to adjust various elements to reverse the performance. I would make sure that my ads were directing customers to relevant landing pages that contained useful, keyword-specific content. I would also confirm that the registration process was engaging and easy to use. After making adjustments, I was always able to improve the conversion rates that we were seeing."


  1. Tell me what you know about the sales funnel.
    • 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!

      Clara's Answer

      "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!"


  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.

      Clara'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."


  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.

      Clara'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."


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

      Clara'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."


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

      Clara's Answer

      "I have found that the most critical component of my organization is organizing my time. Effective time management leads to a clearer head and more time to focus on the task at hand. The second most important element to organization for me is my space - both in a physical and technical capacity. I keep my work area clean and clutter-free, and I organize my materials by project so I don't miss anything. Similarly, I keep all of my computer files organized, and I use various flows and tools to keep me focused and on track throughout the day and week. I have learned over my career that neglecting any one of these key areas makes it harder for me to stay organized and effective at getting my work done, so I always maintain high standards of organization with work."


  1. 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?
    • 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.

      Clara's Answer

      "Based off of my research and what I've seen of your online presence, I'd give your company a 7.5. I don't think any company ever gets a perfect score, because there is always room to grow and tap into new things. I think you do an excellent job consistently interacting with clients on various platforms. I thought your recent 'challenge' giveaway was brilliant and tapped into what's trending currently. I believe there is room for improvement in your Search Engine Marketing, and I also think it would be useful to re-harness the energy from your 'challenge' giveaway and employ interactive ways to continue that momentum. Fortunately, I have extensive experience in each of these areas."


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

      Clara's Answer

      "A Google Quality Score is essentially an estimate of the quality of your ads, keywords, and landing pages. Quality Score will show you an estimate of how relevant your ads, keywords, and landing page are to anyone who sees your ad. Having all of this information is useful, because high quality ads can mean lower prices and better ad positions."


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