Interviews never turn out to be the cakewalk of life. The growth of information and communication technology has brought out numerous changes in our lives. People may not have the patience to stand in queues to buy groceries for survival. Each and everything can be accessed online. Being it buying of goods or selling of it. The changing trends of merchandising good has made digital marketing as a money-spinning market. Youngsters are looking to make an impact on this highly creative career. Online Marketing Agencies, banks, and other companies are hiring digital marketing professionals. If you want to be a professional, you have to undergo a selection process. Professional interviews need a specific kind of preparation to tackle the battle of an interview. Here are some of the expected interview questions for digital marketers to sharpen the axe.
# 1. Tell me about yourself
It looks like a simple question but tough to express. You can share your profile and interest. Be honest and never be excited. You can also talk a bit about your current role and the scope of it. You can talk about your accomplishments. Tell the interviewer how you about previous experience that’s relevant to the job and company you’re applying for. The simple and effective formula for structuring your response. It would be just to focus on the present role, and experience, and future goal.
- Present: You talk a bit about your current role and the scope of it and your recent accomplishment.
- Past: You tell the interviewer about your previous experience that is relevant to the job that you are applying for.
- Future: You share with your interviewer what you are looking to do next and why you’re interested in this job and company.
# 2. Explain – What is digital marketing?
This is also a simple basic question but does not make it a complicated one. The interviewer would be looking for your understanding. They do not want you to tell “Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.” Let your answer be a crystal clear answer based on your understanding and connect your response with the present trends and aspects of the field. You can also share the changing trends of the nature of digital marketing and the expected changes in the future.
# 3. Why are you interested in pursuing a career in it?
Do not exaggerate and never get excited about it. Be honest about the reasons why you are keen on Digital Marketing and the challenges you are looking forward to facing. Some of the answers reasons can be –
- You are inclined towards marketing & technology, and digital marketing gives you that opportunity to explore both.
- Digital Marketing has a great scope in the present & future, and that is why you want to pursue a career in it.
- Digital Marketing is a field that is evolving rapidly, and you want to have a career that has such fast-paced changes, as you enjoy it.
# 4. How do you categorize digital marketing?
Digital marketing includes online marketing activities. However, it might also include some offline activities. There are two major categories of digital marketing. These are as follows:
- Inbound – utilizing multiple platforms to make customers aware of the company’s doing. This focuses on the utilization of social media. Creating blog posts, social media content, email newsletters, digital content in e-books, webinars or e-newsletter to increase the number of clicks on links are depends upon a company and its services. Inbound marketing also includes Search engine optimization, paid discovery, and paid search help for the people to find marketer’s content.
- Outbound – It is about reaching out to potential clients. This includes placing ads in newspaper, radio ads, cold-calls or reach out to potential customers through various modes of digital media.
# 5. What are the most efficient and useful Digital Marketing tools?
Having done a course in digital marketing, you well aware of some of the common tools like Hubspot, Keyword Planner, Tableau, Search Console, Google Analytics, etc. This question is asked in an interview to check whether you are aware of the common tools. Therefore it is good to be aware of some of the common digital marketing tools used by industry professionals. You can also talk about the influence of one or two tools in the field of digital marketing. More importantly, if you are aware of the tool you can talk about it. Otherwise, you just list out and share what you are familiar it.
# 6. Why do you believe that online marketing will be more beneficial to our company compared to offline marketing?
This is a common question to the job seekers who have the intensity to enter the world of Internet Marketing. Online marketing is dominant in today’s time, but offline marketing was also successful for a reason and appealed to earlier generations. Do not be completely biased towards offline marketing. The interviewer wants to understand how you can be a resource for the company. The answer must be subjective. You can list out your reasons and preferences on how online marketing will be more beneficial to the company.
You can talk about the technological changes and developments happening.
How online marketing platforms have improved the path of reaching out to a larger audience.
There is a higher capacity to reach out to a larger audience, the relevant audience at a reasonable cost.
A better scope to analyze the performance of the tasks done. You can share how this helps to bridge the gap between the growth of the business and customers. How it could foster the growth of the company in a better way.
#7. What is your strategy to improve our current business through Digital Marketing?
You have to understand the business well in advance, analyze the competitor, identify the strengths and list down the opportunities. Take the maximum input from the interviewer, and note down the pain points. Take considerable time from the interviewer and understand the resources that are available by doing a background study of the company and draft a strategy around these segments. Most of the times, an answer to this can turn the tables, if the strategy is smart. The proper strategy assures your placement in the company, so plan it properly. But at the same time, do not be quick to spill out a plan or strategy.
# 8. Explain what is SEO?
SEO Stands for Search Engine Optimization. The search engine is “a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the World Wide Web”. This method helps businesses to get their website rank for potential keywords without spending time on search engines advertisements and bringing the most valuable traffic. The optimization methods make sure that your website is ranking for targeted keywords. The practise of increasing the quantity and quality of traffic to your website through organic search engine results.
# 9. Difference between DA and PA.
DA is Domain Authority that explains the authority of your entire website. The higher the DA, the higher the possibility of ranking. But, DA is one of the hundreds of ranking factor. Domain authority (DA) is a metric used to gauge the potential performance of websites on the search engine result pages (SERPs). This ranking system was developed by SEO giants, Moz, to measure the chances of a site ranking above its competitors in SERPs.
PA is Page Authority. It explains the authority of a specific page, based on the backlink, social sharing, etc. Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.
# 10. What is the difference between On-Page SEO and Off-Page SEO?
On-page SEO activities are used to refer to the factors through which you can control your website and regulate website traffic through page changes. Task such as improving websites structure, inter-linking, page load time, title tag, Meta descriptions are some examples of On-Page Optimization activities.
Off-page SEO refers to the page ranking factors that occur off your website, such as backlinks from another site activities. It is done to improve the website presence and visibility on the internet. . It also includes your promotion methods, taking into account the amount of exposure something gets on social media task such as creating contextual backlinks, social media marketing (likes/shares), guest blogging, questions & answers websites, etc. SEO is all about ‘indicating relevance’.
# 11. What is a keyword in digital marketing? How to do Keyword Analysis?
This is often an expected question for every SEO Interview. The interviewer will want to understand your stand on how to do keyword analysis. It is important. Most of your work will depend on it. A keyword is a term used in digital marketing to describe a word or a group of words an Internet user uses to perform a search in a search engine or search bar. Some of these points should be considered while answering this question:
- Do mention about keyword planner tool to find the right keywords and their search volumes.
- Do not pick up keyword’s basis their search volume, understand the competition level and the relevancy aspect as well.
For instance, for a client in Chennai who is running a veg restaurant, a keyword like “Restaurants in Chennai” is relevant and may have a high search volume as well. But a keyword like “Veg Restaurant in Chennai” will win on relevance and may be lower in competition as well. So, these types of keywords will be quick and easy wins.
# 12. How do you plan on optimizing our site ranking and increase the traffic on our website?
It is one of the expected questions in the interview. You can give a brief on your plan to enhance the user experience and engagement to the interviewer. You can also state how it would boost the conversion. This question focuses on only the organic ranking segment of it. You could also mention the huddles to avoid in the process of optimizing a website.
# 13. Explain what is PPC advertising?
PPC stands for pay-per-click. It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked by someone. Essentially, it is one of the ways of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most prevalent forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. On ways of how to make PPC effective, focus on optimizing the use of keywords, ad groups, reducing costs, improving quality score and the addition of negative keywords. Consistent account review and analysis is an important aspect of an SEM campaign. PPC Analyst must focus on Ads and Keywords that perform well in terms of ROI. That is one of the common objectives of running a PPC campaign unless you are doing it for Branding.
# 14. List out few tools do you use for Keyword Analysis?
Keyword research is one of the first – and most crucial – steps in any search marketing campaign, organic or paid. It is a general question asked to check your practical knowledge. You just list out the tools that you are aware of it. There are several tools used for keyword analysis. The tools help you with analyzing the keywords. This is classified into two categories as Free Tools and Paid Tools.
- Free Tools – You can use the software for analysis without paying. Keyword Planner Tool, Google Autosuggest, Google Trends, Search Console. Most of the free tools are from Google and are pretty much reliable. But most free keyword suggestion tools offer limited results and limited utility.
- Paid Tools – You have to pay for using it. Ahrefs, SEMRush, MOZ.
# 15. Differentiate the White hat SEO and Black hat SEO?
One of the most common questions related to SEO in an interview. White Hat SEO is a process of improving your search engine rank following the guidelines of search engines without compromising on your methods. White Hat SEO involves building a search engine friendly website and user experience. The white hat also involves creating quality content that provides value to the visitors and helps them to earn links instead of building backlinks. Black Hat SEO is a process of trying to manipulate search engine algorithms to improve the search engine ranking. It violates search engines’ guidelines and practices the methods to get immediate results. There are so many Black Hat methods. It might be helpful in the short term but if you are planning for the long term, the black hat is not the solution. If your site gets penalized, it takes so much time and effort to remove it.
- The list of methods that are following Google’s guidelines is called White Hat SEO.
- The list of methods that are not following Google’s guidelines is called Black Hat SEO.
# 16. What is Quality Score? Bring out the factors that determine the Quality Score?
Quality Score is Google’s measure of how relevant a keyword has been based on data from past ad auctions. As soon as Google has enough data, keywords in an advertiser’s account are assigned a QS number between 1 and 10, with 10 being the best. It is the quality evaluation of your ads, keywords, and landing pages. Better quality ads can result in lower cost and better ad positions. Quality Score is used to determine CPC and multiplied by the maximum bid to determine the ad rank in an ad auction process.
The factors that influence quality score are:
- Click-through rate (CTR)
- The relevance of the keyword
- Landing page quality and relevance and its experience
- The relevance of the ad text
- Historical Google Ads account performance
# 17. Why does social media important for a business and what are the most successful social media platforms according to you?
This is an expected question. It is asked to find out your awareness of the media. Let your answer be objective. Companies are already aware of the importance of social media marketing. Therefore, you just need to focus on the most appropriate platforms that will help them achieve their goals and expand their audience.
# 18. What successful social media campaign you have run from beginning to end?
This is to check your practical knowledge. Being a Social Media Specialist, you will be responsible for planning and executing campaigns. Therefore, you must provide throw light on the social media campaign that you managed. You can give an outline of your approach to it. You have to be Smart by articulating the issues that you had faced. Your experience of how they handled them. You also talk about your approach, goals, methods that were used to achieve your goals and their outcome during the campaign. You can also talk about criteria that you have adopted to measure its success. The huge success of the campaign is not necessary, as far as the approach was correct.
# 19. What is content marketing and how do you decide on what content to publish?
This is one of the expected questions in an interview. You should be creative with how you would look at the brand and share the best ways to distribute it. Because Content marketing is the creation and distribution of digital marketing. It collaterals to increase brand awareness, improving search engine rankings and igniting audience interest.
# 20. Where do you see yourself after three years? (Concerning Digital Marketing Career)
Be positive and practical in your answer. Your answer should convince the interviewer. Your commitment and passion towards the stream of Digital Marketing should be express indirectly by your answer. You can share about your long term vision and willingness to learn.
These are some of the expected questions. You have to prepare well from a personal perspective. Always give a creative touch to it but never exaggerate. You should be confident. The field of digital marketing has been leading in the industry, which makes it more competitive to secure a job. Therefore, if you want to stand out of the crowd, you must be extremely passionate and knowledgeable in the field of Digital Marketing. You should use social media vibrantly in a holistic manner.
During the interview, Make sure that you give compliments and appreciate some of the works of the company. You have to ensure that you have done ample research on the company. This may have stood out for you or why you would want to work for them. However, you should not be afraid of criticizing their current marketing strategies or highlight areas for improvement but let it be polite by using polished words. Share your own experiences and any other questions that you may have faced in some Digital Marketing interview. Also, please feel free to reach out to Henry Harvin in case you are interested in doing a course on digital marketing.
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