Interview Prep

Can you walk me through how you would create a successful e-mail campaign?

1. Define Objectives and Audience: Begin by clearly defining the campaign objectives. Whether it's driving sales, increasing engagement, or promoting an event, having a specific goal is crucial. 2. Identify and understand the target audience. Tailoring the campaign to meet the needs and interests of the audience enhances its effectiveness. 3. Segmentation and Personalization: Segment the email list based on relevant criteria such as demographics, purchase history, or engagement level. Personalize content to make it more relevant to each segment. This includes using the recipient's name, recommending personalized products, or referencing past interactions. 4. Create Compelling Content: Craft engaging and concise copy that aligns with the campaign objective. Use compelling visuals, such as images or videos, to capture attention. 5. Incorporate a clear call-to-action (CTA) that guides recipients on the desired next steps. 6. Design and Responsiveness: Ensure the email design is visually appealing and aligns with the brand. 7. Optimize for mobile responsiveness to accommodate users on various devices. Test the email across different email clients to guarantee a consistent experience. 8. A/B Testing: Implement A/B testing on various elements, such as subject lines, email copy, visuals, or CTAs. Analyze the results to identify which elements resonate best with the audience. 9. Timing and Frequency: Consider the optimal timing for sending emails based on the target audience. This may involve testing different days and times. 10. Manage the frequency of emails to maintain engagement without overwhelming subscribers. 11. Integration with Other Channels: Ensure consistency by integrating the email campaign with other marketing channels. This may include social media, content marketing, or advertising efforts.

When do you use PPC?

1. For speed to increase sales or word out there right away. 2. Data you get when you publish PPC campaigns

Do you have any questions for us?

1. What's one thing you might change about the company? 2. What were your first few weeks like at the company? 3. I know fititng the company dynamic is important. Do you fell like my personality would fit in well with others? 4. Marketing is directly related to the values and strategic goals of the overall business. What are some of the goals of the business right now and going forward for 2024? 5. I know you're interviewing a lot of people, and for me interviewing has never been a strong suit of mine. Could you give me some actionable feedback I can use to better my interviewing skills?

List and describe the 5 major Google Ad Campaign types:

1.Search campaigns This is the original type of ad campaign and is displayed on Google's search engine results page with the rest of the results of a search query. These ads are usually text-based, and when displayed, they look just like a regular part of the search results. Your ads will be displayed with the organic results when a user's search queries match the specified keywords for your campaign (if your Ad Rank is high enough for the keywords). That applies to Google search results or other websites on the Google Search Network. 2.Display campaigns Display ad campaigns are different because their goal is brand visibility, not clicks. So your campaign is usually in a format that attracts visual attention. Google Ads uses its Google Display Network to ensure that ads of this type are visible not just on Google-owned properties but also on millions of other websites and online platforms. You can also use demographics and other forms of targeting to control where and how your ads are displayed on the network. 3.Video campaigns These campaign types are designed to appear on YouTube, Google's video platform. The ads are also in video format, so they can play alongside the regular video content on the platform. Video ads are typically 6-15 seconds long to ensure they can catch a viewer's attention, though they can be much longer. Also, YouTube plays them before the requested video loads and sometimes during the video playback, but users can skip them. 4.Shopping campaigns Google Ads shopping campaigns are perfect for customers with eCommerce sites or offline retail stores that need to showcase their products to a new audience. However, it requires you to jump through some hoops before advertising your products. 5.App campaigns App campaigns allow you to promote Android or iOS apps by placing ads in sea

What are your strengths?

2 areas: Raw intelligence and alignment. I have a proven ability to ask questions, find answers, and ultimately have the knowledge needed to excel in anything I do. No one has ever had to hold my hand, I do the research and work needed to learn and find the answers. More importantly, I understand the goal of the business and align with that so we can work as a team to achieve the company's initiatives.

What is Search Engine Marketing (SEM) campaign? (digital marketing campaign)

A campaign that's paid advertising on search engines to increase visibility.

Churn Rate

A metric that measures how many customers you retain and at what value. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame. (Don't include any new sales from that time frame.) For example, if a company had 500 customers at the beginning of October and only 450 customers at the end of October (discounting any customers that were closed in October), their customer churn rate would be: (500-450)/500 = 50/500 = 10%.

ADobe vs Google analytics

Adobe Analytics and Google Analytics are both powerful web analytics platforms, but they have some key differences in terms of features, capabilities, and the types of users they serve. Here are some distinctions between Adobe Analytics and Google Analytics: Target Audience: Adobe Analytics: Primarily designed for enterprise-level businesses and large organizations with complex analytics needs. Google Analytics: Geared towards a broader audience, including small to large businesses, individuals, and website owners. Data Collection: Adobe Analytics: Utilizes first-party cookies, and data collection is more customizable, allowing for granular tracking and segmentation. Google Analytics: Primarily relies on JavaScript tags for data collection, and while customizable, it may not provide the same level of granularity as Adobe Analytics. Customization and Flexibility: Adobe Analytics: Offers a high degree of customization and flexibility, allowing users to define custom metrics, dimensions, and events. Google Analytics: Provides customization options but may have some limitations compared to Adobe Analytics. Real-time Reporting: Adobe Analytics: Offers real-time reporting, allowing users to monitor website activity as it happens. Google Analytics: Also provides real-time reporting but may have a slight delay compared to Adobe Analytics. Integration: Adobe Analytics: Part of the Adobe Marketing Cloud, which includes other tools for marketing automation, advertising, and content management. Google Analytics: Integrates seamlessly with other Google products, such as Google Ads and Google Data Studio. Cost: Adobe Analytics: Generally associated with higher costs, making it more suitable for larger enterprises with substantial analytics budgets. Google Analytics: Offers a free version (Google Analytics Standard) with premiu

What is a Cause Marketing Campaign?

Associating a brand with a social or environmental cause to drive engagement and support.

Discuss a situation where you had to collaborate with other departments, such as sales or product development, to achieve marketing objectives. How did you ensure effective collaboration?

At ADP, during a campaign featuring ADP's several products, collaboration with the product teams was crucial. I initiated regular cross-functional meetings, ensuring clear communication and alignment of goals. By establishing a collaborative environment, we successfully launched the campaign, resulting in a 20% increase in sales.

What are the different objectives for marketing camaings?

Brand Awareness: Objective: Increase visibility and recognition of the brand among the target audience. Description: Focus on creating a strong brand presence, introducing the brand to new audiences, and making it memorable. Lead Generation: Objective: Generate interest and capture potential customers' information for future marketing efforts. Description: Utilize tactics like gated content, webinars, or contests to attract leads and encourage them to share their contact details. Sales Conversion: Objective: Drive immediate sales and revenue. Description: Implement strategies like limited-time promotions, discounts, or exclusive offers to encourage prompt purchase decisions. Customer Retention: Objective: Keep existing customers engaged and loyal to the brand. Description: Offer exclusive deals, loyalty programs, or personalized content to maintain a strong relationship with current customers. Product Launch: Objective: Introduce a new product or service to the market successfully. Description: Build anticipation through teasers, pre-launch promotions, and an impactful launch event to drive initial sales. Engagement and Interaction: Objective: Encourage audience interaction and engagement with the brand.Description: Leverage social media, interactive content, and gamification to create a two-way communication channel with the audience. Educational Campaign: Objective: Provide valuable information about products, services, or industry-related topics. Description: Develop content-rich campaigns through webinars, tutorials, or blog series to position the brand as an industry authority. Community Building: Objective: Foster a sense of community around the brand. Description: Use social media groups, forums, or exclusive events to connect customers and build a loyal community. Market Research: Objective: Gather insig

CAN-SPAM

CAN-SPAM stands for "Controlling the Assault of Non-Solicited Pornography and Marketing." It's a U.S. law passed in 2003 that establishes the rules for commercial email and commercial messages, it gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.

What are some CRM's and what are they used for?

CRM tools help manage customer interactions and data throughout the customer lifecycle. Use them to track leads, automate marketing processes, and analyze customer behavior. CRMs are valuable for improving customer relationships and increasing sales efficiency.

What are some graphic desng tools and what are they used for?

Canva, Adobe Creative Cloud--Graphic design tools are essential for creating visually appealing content for your marketing campaigns. Use them for designing social media graphics, infographics, banners, and other promotional materials.

Part Two: Steps to creating a PPC campaign in Google Ads

Create Ads: Write compelling ad copy for your ads. Include relevant keywords in your ad copy. Craft a captivating headline and description. Add Ad Extensions: Enhance your ads with ad extensions for additional information (e.g., site link extensions, callout extensions). Set Up Conversion Tracking: Implement conversion tracking to measure the success of your campaigns. Define specific actions as conversions, such as form submissions or purchases. Review and Launch: Review your campaign settings, targeting, keywords, and ads. Set your campaign status to "Active" to launch your PPC campaign. Monitor and Optimize: Regularly monitor the performance of your ads. Adjust bids, keywords, and ad copy based on performance data. A/B test different ad variations to identify the most effective ones. Refine Targeting and Keywords: Analyze search terms and adjust negative keywords. Refine geographic targeting based on performance. Utilize Analytics: Integrate Google Analytics to gain deeper insights into user behavior. Use analytics data to inform future ad strategy.

What is a content marketing campaign? (digital marketing campaign)

Creating and distributing valuable content to attract and engage a target audience.

What is a Product Launch Campaigns?

Creating buzz and anticipation for a new product through various marketing channels.

Viral Marketing Campaigns:

Creating content that encourages users to share it widely, leading to rapid online distribution.

What is Experiential Marketing Campaigns?

Creating immersive brand experiences to connect with the audience emotionally.

What would your first 30 days look like on the job?

Days 1-5: Onboarding and Orientation Complete HR paperwork, understand company policies, and meet with key team members. Familiarize myself with the company culture, mission, and vision. Set up necessary tools and software accounts. Days 6-10: Industry and Company Research Deep dive into the industry landscape and understand key competitors. Conduct a comprehensive review of the company's current marketing strategies and materials. Schedule meetings with various teams to grasp different aspects of the business. Days 11-15: Stakeholder Meetings and Relationship Building Schedule introductory meetings with key internal stakeholders. Understand their expectations, goals, and pain points related to marketing. Begin building relationships with cross-functional teams. Days 16-20: Product/Service Familiarization Gain a thorough understanding of the company's products/services. Identify unique selling propositions and key features. Shadow sales and customer support teams to gather insights. Days 21-30: Analyze Current Marketing Efforts Review existing marketing materials, campaigns, and analytics. Identify areas of improvement and potential quick wins. Start crafting a preliminary report on initial observations and proposed changes.

How do you measure the success of a social media campaign, and what metrics do you consider most important?

Determining the metrics depends on the goals of the business and campaign. If my main goal is brand awareness then Ill focus on impressions and reach. If I'm trying to build a community I'll look at engagement rate, comments, and audience growth rate. I enjoy using the Sporoutsocials, social Media Metrics Map template for this.

Tell me about a time when you had to deal with a challenging stakeholder or team member during a marketing project. How did you handle the situation?

During a cross-functional project at ADP, I encountered resistance from a team member who was not aligned with our marketing or product focus strategy. I initiated a one-on-one conversation to understand their concerns, actively listened, and addressed their points. I also developed a small booklet on Canva describing the goals of our team and strategy for any new member I met to help avoid this in the future. By finding common ground and emphasizing shared goals, we were able to collaborate more effectively, resulting in a successful campaign that met everyone's expectations.

Can you share an experience where a marketing campaign did not perform as expected? How did you analyze the situation, and what adjustments did you make?

During a previous campaign at ADP, we faced unexpected shifts in our target audience's preferences. Despite thorough research, our messaging didn't resonate as expected. Recognizing the issue, I quickly convened a cross-functional team to analyze data and consumer feedback. We identified the disconnect and swiftly adjusted our messaging and creative assets. While the initial engagement was below our expectations, these changes resulted in a 25% increase in click-through rates in the subsequent weeks. This experience reinforced the importance of real-time data analysis and the need for agile marketing strategies. It also underscored my commitment to learning and adapting to dynamic market conditions.

What is a referral marketing campaign?

Encouraging existing customers to refer new customers in exchange for rewards.

What is the most popular PPC form?

Google Ads

What is Google Ads?

Google Ads (formerly Google Adwords), is an internet advertising platform that allows you to create and display ads on the internet. These ads can be created in several formats and placed in different locations online to encourage interested internet users to interact with them.

How does Google Ads work?

Google Ads uses a number of factors to determine how and when adverts from your campaign are displayed, including: Quality Score: Google Ads uses a scale of 1-10 to measure the quality score of your ads. The three metrics are measured against other ads from the past 90 days that use similar keywords. Advert Bid: Next is your advert's bid. It refers to the maximum amount you are willing to pay Google each time someone interacts with any of your adverts. These interactions vary depending on the ad type, which also affects the focus of your bidding Ad Rank: Google Ads combines your quality score with the maximum bid to determine an Ad Rank for your campaign. The Ad Rank is entered into an auction with those from several other competing ad campaigns to determine if they will appear on a search engine results page (SERP) or other ad display locations.

What are some Pay-Per-Click (PPC) Advertising Platforms and what are they used for?

Google Ads, Facebook Ads- PPC platforms are effective for immediate visibility and targeted advertising. Use them to drive traffic to your website, promote specific products, or generate leads. PPC is especially useful when you want to see quick results or have a specific campaign goal.

How do you us google analytics to help you with SEO?

Google Analytics can be a valuable tool for understanding and optimizing your website's performance in terms of SEO (Search Engine Optimization). Here are some ways to use Google Analytics for SEO: Traffic Sources: Overview: In the "Acquisition" section, go to "Overview" to see the traffic sources. This helps you understand where your website traffic is coming from—whether it's from organic search, paid search, social media, or other channels. Organic Search: Specifically, under "Acquisition," navigate to "All Traffic" and then "Channels." Click on "Organic Search" to see the keywords driving organic traffic to your site. Landing Page Performance: Behavior > Site Content > Landing Pages: Check which pages on your site are attracting the most traffic. Analyze the content and structure of these pages to understand what appeals to your audience and aligns with search intent. User Behavior: Behavior Flow: Explore the "Behavior Flow" section to understand how users navigate through your site. Identify popular entry and exit pages, and optimize them for a better user experience and engagement. Conversion Tracking: Goals and Conversions: Set up goals in Google Analytics to track specific actions on your site, such as form submissions or product purchases. This helps you understand how organic search traffic contributes to your business objectives.

What are some analytics tools and what are they used for?

Google Analytics, Adobe Analytics- Analytics tools help you track and analyze website and marketing performance. Use them to measure website traffic, understand user behavior, and assess the effectiveness of your marketing campaigns. Analytics are crucial for data-driven decision-making.

What is PPC?

Here's how PPC generally works: Ad Creation: Advertisers create digital ads that are typically displayed on search engine results pages (like Google) or on websites. Keyword Selection: Advertisers choose specific keywords or phrases relevant to their target audience. These keywords determine when the ads will be displayed. Bid Amount: Advertisers set a bid amount, which is the maximum amount they are willing to pay for a click on their ad. The bidding process takes place in real-time when someone triggers the ad by searching for the selected keywords. Ad Placement: When a user searches for a keyword, a complex algorithm determines which ads are displayed, and the order in which they appear. This is influenced by factors like bid amount and ad relevance. Payment: The advertiser pays the search engine or advertising platform the bid amount every time a user clicks on the ad. Hence, it's called "pay-per-click." PPC advertising can be highly effective because it allows advertisers to target specific audiences based on their search queries. Google Ads is one of the most popular PPC platforms, but other search engines and social media platforms also offer PPC advertising options

What is an event marketing campaign?

Hosting or participating in events to promote products or services. Webinars: Conducting online seminars or workshops to educate and engage the audience.

Can you tell me how you've handled marketing budgets previously?

I always make sure I am clear on ROI and goals set. For the events at adp, video creation etc. I had a budget of $3,000.

Why are you leaving your current role?

I am relocating to Austin for my fiancé's job, and I am excited about the idea of building my professional career in a remote environment. While I have genuinely enjoyed my time at ADP, a remote role allows me to explore fresh opportunities and contribute my skills in a different setting. I am confident that this change aligns well with both my personal and professional goals, and I am eager to bring my experiences to a new team and make a positive impact.

What are your salary requirements?

I appreciate the opportunity to discuss compensation. Based on my research and the responsibilities outlined for this role, I believe a fair and competitive salary would be in the range of [provide a range based on your research]. However, I am flexible and open to discussion, and my primary focus is on finding the right fit for both myself and the company. I'm confident that we can come to a mutually beneficial arrangement that reflects my skills and experience in relation to the value I can bring to the team

How do you handle negative comments or crises on social media?

I believe in addressing issues promptly and transparently. In my previous role at ADP, we dealt with a lot of current clients that had payroll issues. I developed a solid communication plan outlining the steps to take in various scenarios. This included acknowledging concerns, moving the conversation offline when necessary, and showcasing our commitment to resolving issues. One example in particular was an agency I was working with. THey couldn't process payroll. I reached out to my internal teams and stayed at work late that night until their people were paid and everything was resolved.

How do you approach target audience segmentation and persona development in your marketing strategy?

I believe in data-driven persona development. In my previous role at ADP, I analyzed customer demographics, behaviors, and preferences to create detailed buyer personas. I also frequently used surveys to understand an area of priority for the person and segmented based on that. This approach helped us tailor our messaging and achieve a 40% increase in email open rates and a 20% rise in click-through rates.

How do you approach A/B testing in marketing, and can you share a specific example of a successful A/B test you've conducted?

I believe in systematic A/B testing to optimize campaigns. In a recent email marketing campaign, I tested different subject lines and CTAs. The winning variant, identified through statistical analysis, increased open rates by 18% and click-through rates by 12%. This data-driven approach ensures continuous improvement and better performance over time.

Why marketing?

I chose marketing because it perfectly blends my creativity with analytical thinking. From an early stage in my career, I recognized the power of storytelling and the ability to connect with people through effective communication. Marketing allows me to craft compelling narratives, design engaging campaigns, and create experiences that resonate with the audience.

Can you share an example of a successful social media campaign you've led?

I conceptualized and executed a giveaway to increase brand awareness and engagement. I started with a video explaining the rules, then I launched the contest where they had to tag us working out, follow us and comment done, share winner and hosted a q&a session then post best workouts on highlights. This resulted in a 25% boost in user engagement. Leveraging hashtags and interactive elements, we created a sense of community, fostering a positive brand image and desire to learn. Right now Im developing a mindful moments campaign opening the discussion for mental health, posting about daily mindfulness tips, reposting those who are contributing, showcasing data, and releasing a video of people opening the conversation.

Can you describe your experience with Google Analytics?

I consistently use the platform to gather actionable insights, optimize campaigns, and contribute to data-driven decision-making. One of the key ways I utilized Google Analytics was to identify website bottlenecks and optimize landing pages. For example, after noticing a high bounce rate on a particular page, I conducted A/B testing on different page elements and reduced the bounce rate by 15%.

How do you handle stress and pressure?

I handle it well by staying organized and communicating. For example, while at ADP, there was a time when I had a client meeting to create a case study in person, then an e-mail campaign to be sent out that day and in person flyers I had to drop, plus calls to existing clients to offer a referral program. My calendar was often back to back. I created a comprehensive timeline in my journal and calendar, communicated clear expectations with the team, and identified tasks that could be delegated. By effectively managing resources and timelines, we successfully executed both the product launches and the event without compromising quality.

How do you approach market research and competitor analysis?

I have 6 steps to conducting a competitor analysis to strengthen my marketing strategies. I love doing this because it allows me to see how viable my products and services are, understand how my marketing efforts compare, and discover creative ways to reach new customers. I also use Hubspot's competitive analysis template to help guide me. The first thing I do is identify who my direct (netflix and Hulu) and indirect competitors (amazon and walmart) are and learn as much as I can about them. The 2nd thing I do is evaluate the products my competitor is offering. What makes mine unique? What's different. Research their sales process. What's it like? How do they move through the process? Understand their pricing strategy and how does it compare. Does they offer any perks? What kind of marketing techniques? Use Semrush to gain a snapshot into their traffic. Press, socials SWOT Analysis to see how companies stack up to yours

Can you describe your experience with social media marketing?

I have extensive experience in social media marketing, including developing a firm-wide content calendar that helped streamline social media efforts for partners across the organization. Most recently, I conducted a LinkedIn training for the asset management team, teaching them how to leverage the platform for professional networking and business development.

How have you used Google Ads in the past?

I have extensive experience leveraging Google AdWords to drive targeted traffic and achieve specific marketing objectives. In my previous role at FTLO Marketing, I routinely utilized Google AdWords to create and manage paid advertising campaigns. This involved in-depth keyword research, crafting compelling ad copy, and setting up strategic bidding strategies to optimize campaign performance. On a daily basis, I monitored campaign analytics closely, analyzing key metrics such as click-through rates, conversion rates, and return on ad spend. I regularly conducted A/B testing on ad variations and adjusted bid strategies based on performance data. Additionally, I ensured alignment with broader marketing goals by integrating AdWords data with overall marketing analytics. In one notable campaign, I successfully increased conversions by 15% over a quarter by refining targeting parameters and implementing strategic bid adjustments. My approach involves not only technical proficiency in the AdWords platform but also a keen understanding of our target audience and overall marketing strategy.

What social media management tools are you familiar with?

I have hands-on experience with tools such as Sprout Social for scheduling posts, analyzing performance metrics, and managing social media accounts efficiently. I'm also proficient in using design-generating creation tools like adobe Illustrator

When writing Ad copy for PPC, what are some things you consider?

I make sure I include the target keywords, so If I'm a cosmetic dentistry, I'll make sure I include that in my PPC Ad. Then I add in some type of qualifier so if it's a luxury dentistry I might add in "Prices from the 1500's" Then I will add in some type of differentiator. Ex might be 24/7 support or same day delivery or some type of quantifier to stand out. Then mention offer such as "Free consultation" and finally a CTA which is the thing you're telling people to do.

How do you measure the success of an e-mail campaign?

I measure the success of an email campaign through a combination of quantitative and qualitative metrics. Key performance indicators (KPIs) play a crucial role in evaluating the effectiveness of each campaign. Here are some of the metrics I focus on: Open Rates: The percentage of recipients who open the email gives insight into the effectiveness of the subject line and overall email relevance. Click-Through Rates (CTR): CTR measures the percentage of recipients who clicked on one or more links within the email. It indicates the level of engagement and interest in the content. Conversion Rates: The ultimate goal of many email campaigns is to drive specific actions, such as making a purchase or filling out a form. I track conversion rates to understand how well the campaign achieves these objectives. Bounce Rates: Bounces occur when an email cannot be delivered. Monitoring bounce rates helps maintain a clean and engaged subscriber list. List Growth: Successful campaigns should contribute to the growth of the subscriber list. I track the number of new subscribers acquired through each campaign. Revenue Attribution: For e-commerce or sales-focused campaigns, I analyze the direct revenue generated. This involves tracking purchases or conversions directly linked to the email campaign. A/B Testing Results: I regularly conduct A/B testing on different elements of the email, such as subject lines, visuals, or calls-to-action. Analyzing the results helps refine future campaigns based on what resonates best with the audience. Engagement Beyond Clicks: I consider metrics like social media shares or forwards to understand the campaign's broader impact and audience reach. In addition to these quantitative metrics, I also pay attention to qualitative feedback, such as customer responses, comments, or survey results, which provi

How do you stay updated on the latest marketing trends and technologies?

I regularly review marketing industry reports like the Gartner Marketing Symposium, connect with marketing leaders, and gain a marketing mentor. I am also a member of marketing groups online and AMA or American marketing association, allowing me to stay connected with industry experts and learn about emerging trends. This proactive approach ensures that my strategies are always innovative and up-to-date.

How do you measure the success of a marketing campaign?

I use a combination of key performance indicators (KPIs) depending on the campaign objectives. For instance, for lead generation, I focus on conversion rates and cost per acquisition. I'll also use Utilize Google Analytics to track website traffic, user behavior, and conversion rates. Set up goals and event tracking to monitor specific actions, such as form submissions or product purchases, tied to the campaign.

How do you prioritize and manage multiple marketing projects with tight deadlines?

I use project management tools to create detailed timelines like Asana and Notion. I prioritize tasks based on their impact on overall goals. In my previous role, I successfully managed a simultaneous email marketing campaign, event marketing campaign, and internal content enablement tools needed to be developed, meeting all deadlines by utilizing Monday.com to track my tasks.

How do you take feedback?

I value feedback because I know how important it is in my personal and professional development. Some steps I take when I receive feedback are to: 1. Reflection 2. Discussion to identify actionable steps 3. See from all angles 4. Follow up

Can you tell me about yourself?

I'm Lauren McGregor, a Dallas-based marketing professional known for driving impactful campaigns. I have experience in events, consulting, tracking analytics, e-mail campaigns, case studies, social media, A/B testing, and SEO. I hold a BA from the University of Texas, graduating Summa Cum Laude, and have certifications in Digital Marketing, E-Commerce, and Data Analytics from Google. In my free time, I enjoy reading, developing my brand and writing my second publication.

Share an experience where you had to adapt your marketing strategy due to unexpected changes in the market or industry. How did you handle it?

In a rapidly changing industry at ADP, I noticed a shift in consumer preferences within the construction space based on new regulations that had previously come out. I immediately convened a strategy session with the team to reassess our approach and direct our messaging more converting awareness on how our product supports this. We conducted additional market research, identified emerging trends, and swiftly adjusted our campaigns to align with the evolving needs of our target audience. This adaptability led to a 15% increase in customer engagement.

Where do you see yourself in five years?

In five years, I see myself in a leadership role where I can contribute my skills and experiences to drive strategic initiatives. I am committed to continuous learning and development, and I believe that [prospective company] provides the growth opportunities to help me achieve these goals.

Can you tell me what your experience has been with SEO?

In my previous roles, I've accumulated extensive experience in SEO, leveraging strategies to enhance online visibility and drive organic traffic. Key components of my SEO experience include: Keyword Research: I have conducted thorough keyword research to identify relevant and high-impact keywords for content optimization. This involves utilizing tools like Google Keyword Planner, SEMrush, and Ahrefs to identify search trends and competition. On-Page Optimization: I've implemented on-page optimization techniques, including optimizing meta tags, headers, and URLs. I ensure that content is structured in a way that aligns with search engine algorithms while maintaining a positive user experience. Content Creation: I've been actively involved in creating high-quality, SEO-friendly content. This involves integrating targeted keywords naturally within the content, creating engaging and shareable material, and ensuring content aligns with user intent. Analytics and Reporting: Proficient in using tools like Google Analytics and Search Console, I regularly monitor and analyze SEO performance metrics. This includes tracking keyword rankings, organic traffic growth, and user behavior to inform future strategies. Adaptability: SEO is a dynamic field, and I stay current with industry trends and algorithm

When developing a campaign for a product launch what KPI's would you look at?

KPIs: Sales volume during the launch period Social media engagement and shares Website traffic and conversions

When developing a campaign to increase brand awareness, what KPI's would you look at?

KPIs: Reach and Impressions Brand mentions and sentiment on social media Website traffic (new visitors)

When developing a campaign to increase sales conversion, what KPI's would you look at?

KPIs:Conversion rate from leads to customers Sales revenue generated Return on Investment (ROI)

When developing a campaign to increase lead generation, what KPI's would you look at?

KPIs:Conversion rate on lead generation forms Number of new leads acquired Cost per lead (CPL)

When developing a campaign to increase customer retention, what KPI's would you look at?

KPIs:Customer retention rate Repeat purchase rate Customer lifetime value (CLV)

When developing a community building campaign what KPIs would you look at?

KPIs:Growth in community membership Active participation in forums or groups Sentiment within the community

When devloping an influencer collab campaign, what KPI's would you look at?

KPIs:Influencer reach and engagementIncrease in followers on brand's social mediaConversion rates from influencer-driven content

When developing a reputation management campaign what KPIs would you look at?

KPIs:Online reviews and ratings Net Promoter Score (NPS) Brand mentions in media

When developing a campaign to increase engagement and interaction KPIs would you look at?

KPIs:Social media likes, comments, and shares Click-through rates (CTRs) on interactive content Time spent on interactive elements

When developing a market research campaign what KPIs would you look at?

KPIs:Survey completion rates Insights gained from research Changes in customer behavior or preferences

When developing an educational campaign what KPIs would you look at?

KPIs:Webinar attendance and participation download of educational resources Increase in organic traffic to educational content

When developing a campaign, what are key steps you take?

Key elements of a marketing campaign include: Objectives: Clearly defined goals that the campaign aims to achieve, such as increasing sales, brand awareness, or customer engagement. Target Audience: Identifying the specific group of people the campaign intends to reach and influence. Messaging: Crafting a consistent and compelling message that resonates with the target audience and aligns with the brand's values. Channels: Determining the platforms and channels through which the campaign will be executed, such as digital marketing, social media, traditional advertising, or events. Timing: Establishing the duration of the campaign and determining the optimal times for maximum impact. Budget: Allocating financial resources to different elements of the campaign, including advertising, creative development, and promotional activities. Creatives: Developing visual and written content that effectively communicates the campaign's message and engages the audience. Monitoring and Analytics: Implementing systems to track and measure the campaign's performance against the set objectives. This involves using key performance indicators (KPIs) to assess success.

What are some ways you used Salesforce to help you with your marketing efforts?

Lead Management: Lead Capture: Use Salesforce to capture and store leads obtained from various sources, such as websites, forms, and campaigns. Lead Scoring: Implement lead scoring models to prioritize leads based on their engagement and readiness to convert. Email Marketing: Integration: Salesforce can be integrated with email marketing platforms to track and manage email campaigns. Personalization: Leverage Salesforce data to personalize email content and target specific segments of your audience. Campaign Management: Create Campaigns: Plan, execute, and track marketing campaigns directly within Salesforce. ROI Tracking: Monitor the effectiveness of campaigns by tracking metrics like conversion rates and return on investment (ROI). Analytics and Reporting: Dashboards: Build customized dashboards to visualize and analyze marketing performance data. Reports: Generate detailed reports to gain insights into the success of marketing initiatives. Automation: Workflow Automation: Automate repetitive marketing tasks and processes to improve efficiency. Drip Campaigns: Set up drip campaigns and nurture leads based on their interactions and behaviors. Social Media Integration: Social Listening: Integrate Salesforce with social media tools to monitor brand mentions and engage with the audience. Lead Generation: Use social media data to identify and capture potential leads. Customer Segmentation: Data Segmentation: Segment your audience based on various criteria stored in Salesforce. Targeted Marketing: Tailor marketing messages to specific segments for more personalized communication. Customer Journey Mapping: Map Customer Journeys: Visualize and map out the entire customer journey within Salesforce. Automate Touchpoints: Automate touchpoints along the customer journey to enhance user experience. Integration with Marketi

What are some email marketing platforms and what are they used for?

Mailchimp, Constant Contact- Email marketing is suitable for building and nurturing customer relationships. Use it for sending newsletters, promotional offers, product updates, and personalized content. It's effective in maintaining regular communication with your audience.

What would 90 days look like on the job?

Monitor campaign performance and make real-time adjustments as needed. Collaborate with design and content teams to ensure cohesive messaging. Days 71-80: Social Media Engagement and Growth Implement strategies to increase social media engagement. Explore new platforms or channels for potential growth. Analyze social media metrics and adjust strategies accordingly. Days 81-90: Data Analysis and Reporting Conduct a comprehensive analysis of marketing data. Prepare a detailed report highlighting key performance indicators. Present findings and recommendations to the team and leadership.

What are examples of an e mail marketing campaign?

Newsletter Campaigns: Regularly sending newsletters to subscribers with updates and promotions. Drip Campaigns: Sending a series of automated emails based on user actions or time intervals.

What would your 2nd 30 days look like on the job? (60 days)

Next 30 Days: Planning and Strategy Development Days 31-40: Develop a Comprehensive Marketing Plan Build a detailed marketing plan outlining short-term and long-term goals. Collaborate with the team to align marketing strategies with overall business objectives. Prioritize initiatives based on potential impact and resources. Days 41-50: Target Audience and Persona Development Create detailed buyer personas to guide future marketing efforts Conduct market research to identify and understand the target audience. Align messaging and communication strategies with identified personas. Days 51-60: Content Strategy and Calendar Development Develop a content strategy that aligns with marketing objectives. Create an editorial calendar for blog posts, social media, and other content. Identify opportunities for guest posting or collaborations.

What are the steps to conducting a swot analysis?

Objective: Clearly define the purpose of the SWOT analysis. Internal Factors: Identify strengths (what the organization does well) and weaknesses (areas for improvement). External Factors: Identify opportunities (external positive factors) and threats (external negative factors). Input: Gather input from key stakeholders. SWOT Matrix: Organize findings into a four-quadrant matrix. Prioritize: Rank items based on significance. Strategies: Develop strategies to leverage strengths, mitigate weaknesses, exploit opportunities, and address threats. Actionable Insights: Derive actionable insights to guide decision-making. Regular Review: Periodically review and update the SWOT analysis.

What are your weaknesses?

One area I've been working on is my inclination to be overly critical of my own work and myself and because of that I have wanted to take on as many projects as I could to challenge myself and develop my skills. I have learned since then that delegating tasks and prioritizing my time to see if I have room to allow for another project is essential to developing quality content. While I still have an inclination to always be learning, I have substantially gotten better at this throughout the years.

What is a Affiliate Marketing Campaign?

Partnering with affiliates who promote products and earn a commission on sales.

What is an Offline Marketing Campaign?

Print Advertising: Placing ads in newspapers, magazines, or direct mail. TV and Radio Advertising: Broadcasting commercials on television or radio.

What is a Social Media Marketing (SMM) campaign? (digital marketing campaign)

Promoting products or services on social media platforms.

What are some SEO tools and what are they used for?

Semrush, Moz- Employ SEO tools to optimize your website's content for search engines. Use them to conduct keyword research, analyze competitors, and track your website's performance. SEO tools are crucial for improving your site's visibility in search engine results.

What is SMS and movile marketing campaings?

Sending targeted messages or promotions directly to users' mobile devices.

What is retargeting campaign?

Showing ads to users who have previously interacted with a brand or visited its website.

Part one: Steps to creating a PPC campaign in Google Ads

Sign In to Google Ads: Go to the Google Ads website (ads.google.com) and sign in with your Google account. Create a New Campaign: Click on the "+ Campaign" button to start a new campaign. Choose your campaign goal, such as Sales, Leads, or Website Traffic. Select Campaign Type: Choose the campaign type that aligns with your advertising goals (e.g., Search, Display, Video, App, etc.). Choose Campaign Settings: Enter your campaign name. Select your campaign's geographic targeting. Set your budget and bidding strategy. Create Ad Groups: Divide your campaign into ad groups based on related keywords or themes. Add relevant keywords to each ad group.

What websites do you use to conduct market research?

Statista: Provides statistical data on a wide range of topics. Google Trends: Offers insights into search trends and interest over time. SurveyMonkey: Allows you to create and conduct online surveys. Social Media Platforms: Platforms like Facebook, Twitter, and LinkedIn offer insights and analytics. U.S. Census Bureau: Provides demographic and economic data for the United States. IBISWorld: Offers industry reports and market research for various sectors. Compete.com: Provides information on website traffic and online consumer behavior. SEMrush: Useful for SEO and competitive analysis. Gartner: Known for its research and analysis on the global IT industry. Forrester Research: Focuses on technology, market research, and consumer experience. MarketResearch.com: Offers a wide range of market research reports. Hoover's: Provides company information, industry analysis, and market research. Remember, the choice of the platform depends on your specific research needs, industry, and target audience.

How to create a Google Ads campaign

Step 1: Create a Google Ads account Go to the Google Ads website and click on either Sign In to create a new account or Start Here if you already have an account. Step 2: Set the goals for your new advertising campaign This refers to selecting the activity you want users to perform when your advert successfully attracts their attention. Step 3: Craft your advert messaging Here's where you put down the ad's contents that will be visible to users on the internet. There are three sections: the headline, the description and the call to action. Note each section has character limits. Step 4: Choose your keywords Your keywords are the foundation for how Google determines who sees your ads. Google compares the terms in your keywords to its users' search results and search history. Step 5: Select the location for your ads You can also specify the location where you want your ads to be displayed. That helps tailor the reach of your ad campaign and makes it more likely to reach your audience. Step 6: Set your campaign budget This is how you determine the average daily spend for your campaign. The daily average affects how many times your ads can be displayed in a day if its Ad Rank is high enough. Step 7: Publish your campaign

What are some survey feedback tools and what are they used for?

SurveyMonkey, Typeform--Use survey tools to gather feedback from your audience. Conduct customer satisfaction surveys, collect opinions, and gain insights into your market. These tools are valuable for making data-driven improvements to your products or services.

Bottom of the Funnel

The bottom of the funnel refers to a stage of the buying process leads reach when they're just about to close as new customers. They've identified a problem, have shopped around for possible solutions, and are very close to buying.

What's one thing you consider when creating a PPC ad?

The one thing I consider is the intent of the searchers. It comes down to two really important areas 1. Informational searches which are like people looking for information and then the 2nd is commercial searches which are the people that are looking to buy. I also make sure I look for volume of searches for that particular topic. The last thing that I think about is budget. I also look at Ad Quality. I look for common search phrases that are in line with what many people are searching for. I also take into consideration the quality of the landing page in this as well.

Describe a situation where you had to manage conflicting priorities in your marketing role. How did you handle it?

There was a time when we had simultaneous report launches at Stylus and a breakfast trend event, I employed a strategic approach to manage conflicting priorities. I created a comprehensive timeline using Asana's OM tool, created a color coded to-do list in Notion and communicated clear expectations with the team, and identified tasks that could be delegated. By effectively managing resources and timelines, we successfully executed both the product launches and the event without compromising quality.

Describe your experience with marketing automation tools. How have you used them to streamline processes and improve efficiency?

This is an area that excites me, With AI being present, automation has never been more seamless. I've used tools like Metricool and Meta Business Suite for scheduling posts and constant contact, Mailchimp for e-mailing, Google Analytics for tracking website performance, Semrush for keyword optimization, even Gong to hear sales team talk to clients and even grammarlys AI for copy! Tools that I've started diving deeper into is behuman which is an automated personalized video to use in e-mails, when people download an e-book, or for the sales team. I'm also currently researching adcreativeai to streamline the ad creation process.

What are some project managment tools and what are they used for?

Trello, Asana and even notion--Project management tools are helpful for coordinating and organizing marketing campaigns. Use them to assign tasks, set deadlines, and collaborate with team members. Project management tools ensure efficient workflow and timely execution of marketing initiatives.

What is Guerrilla Marketing Campaigns?

Unconventional and creative strategies to grab attention, often in unexpected places.

How do you ensure marketing ROI?

We leverage advanced tracking tools and analytics platforms to monitor the performance of our campaigns in real time. This allows us to gather valuable data on user behavior, conversion rates, and other key metrics, enabling us to make data-driven adjustments for optimal performance. The result was a 20% improvement in conversion attribution accuracy. This streamlined approach enabled data-driven decision-making and garnered positive feedback from stakeholders. We use You take the sales growth from that business or product line, subtract the marketing costs, and then divide by the marketing cost. So, if sales grew by $1,000 and the marketing campaign cost $100, then the simple ROI is 900%.

Bounce Rate

Website bounce rate: The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.

How do you ensure all marketing materials are consistent with the brand strategy?

With brand awareness, consistency is key. Whether it's utilizing consistent messaging, pictures, logos, colors, or tone all while engaging storytelling and understanding the buyer. At FTLO with my clients, a part of onboarding is not only sitting down to develop campaigns that work best for them, but also putting together an onboarding document that has mood boards, tone of voice, example colors, logos, messaging, buyer personas, competitors. All of this is key to staying consistent.

What are some content management platforms and what are they used for?

Wordpress, Joomla- Content management systems are essential for maintaining and updating your website. They are user-friendly and allow you to publish, edit, and organize content efficiently. Use them for blogging, updating product information, and managing website structure.

Have you ever done PPC before?

Yes, I have a solid background in using PPC as part of my marketing strategy. In my previous role at [Previous Company], I was responsible for creating and optimizing PPC campaigns across platforms like Google Ads. I successfully increased website traffic by X%, leading to a Y% boost in conversions. My approach involves in-depth keyword research, strategic bid management, and continuous performance analysis. I also utilize A/B testing to refine ad copy and landing pages for optimal results. I'm well-versed in leveraging analytics tools to track key metrics and make data-driven decisions. For example, in a campaign focused on [specific goal], I implemented a targeted keyword strategy that resulted in a Z% improvement in click-through rates. I am confident in my ability to apply these skills effectively to drive successful PPC campaigns for [Current Company]

Can you give an example of a time when you successfully utilized content marketing to drive brand awareness and customer engagement?

Yes, at ADP, there are many different payroll providers that, on the surface level, offer similar products. Because I understood the buyer and communicated with internal teams, a large problem when deciding between providers is the amount of overwhelming information, deciphering between online reviews and what each sales team from each company is telling them. With this in mind, I started writing blog posts that talked about payroll providers and what they offer. I hosted webinars where prospects can learn about product features without feeling sold to. I developed case studies with clear infographics. I also sent out e-mail newsletters once a month to leads based on industry events and I posted on socials frequently.

When doing PPC, what's important to consider when creating the landing page? And what's an average conversion rate from a PPC?

You should add 1. The Components of a Successful PPC Landing Page 2.Use a Really Clear Headline 3. Use a Sub Headline 4 Use Credibility 5Use Strong Body Copy 6 Make Your Offer Clear, Obvious, and Compelling 7 Design For Mobile Too and 7% is the average instead of the 1% for linking website

What is an influencer marketing campaign?

collaborating with influencers to promote products or services to their followers.

What is an interactive campaing?

engaging users through interactive content like quizzes, polls, and contests.