Ask Them about Running a Successful Campaign
To run a successful campaign you don’t just need to pick out a few keywords, link to your website and hope for the best. Good campaigns are responsive and relevant, and are carefully managed. Look out for candidates that talk about:
– Creating relevant landing pages.
– Responding to world events and special occasions.
– Optimising your website by making sure that the people that click through can find relevant and informative information, to encourage conversions.
Your candidate should know that PPC marketing doesn’t stop once the advert is live, or once a certain click-through rate has been achieved.
Tell Them about Your Goals
Tell your candidate what you hope to achieve by running PPC campaigns. Who do you want to target? What do you want them to do? What is your budget? Use the interview as an opportunity to help your candidate to understand your requirements, and make sure that they tell you how they’ll help you to reach your goals.
Ask Them about Google’s Quality Score
Someone that understands Google Adwords should be able to explain Google’s Quality Score, and its effect on Ad Rank. In simple terms a high Quality Score is given when a keyword links to a relevant advertising message and has a high click-through rate, and when visitors that click the advert are taken to a relevant landing page.
A good quality score will boost the Ad Rank, which influences the position that an advert appears in. In an ideal world, your candidate would be able to log in to Google Analytics and show you examples of Quality Scores that they’ve achieved.
Discuss Your Competitors
A good candidate should at least have looked at what your competitors are doing before they attend your interview. Can they explain why your competitor is running their campaign the way they are, and what your competitor is achieving?
Ideally your candidate will also be able to pick fault with your competitor’s campaign, and explain how you could do better.
Social Media Positions
If you don’t have Twitter talent, you’re not a Facebook fanatic and you admit that Pinterest leaves you feeling perplexed then how do you find the right person to manage your social network presence? You don’t just want someone that enjoys sending pictures of their cat to their Aunt once a week; you need someone that isn’t fazed by long lists of notifications and won’t panic when they’re asked to manage this:
Your social presence is your company’s voice. Someone filling a social media position needs to be your customer service representative, answering customer queries and dealing with complaints, and they’ll need to write in your company tone of voice, with an approachable personality. They need to be able to have a little fun, but they’ve also got to paint your company in a good light. After all, it’s entirely possible for the wrong person to destroy your brand’s image in just one 140-character Tweet:
So, how do you find the perfect person? How do you ensure that you can find someone that can keep up to date with current affairs, manage multiple accounts, keep customers happy and spend their time building your brand rather than knocking it to the ground? Here are a few tips:
Ease Them In
A good interview starts with a relaxed conversation, to help your candidate settle in and feel comfortable. A few days before your interview, pick out a top trending hashtag on Twitter and see what it’s about. As you chat to your candidate, bring it up as a topic of conversation. Hopefully, if they follow social media trends, they’ll know what you’re talking about!
Ask Which Brands Inspire Them
Anyone with an interest in social media should be able to give an example of at least one company that is doing it right. It’s also worth asking if they have examples of companies that are managing their social accounts in the completely wrong way. Hopefully, they’ll be able to think outside the box. Few social media success stories are bigger than Innocent Drinks’, so you might hear about them a lot, but perhaps the best candidate knows of another company that seems to know what it’s doing?
Ask Them to Clarify Their Role
A candidate at the interview stage will have read in your job advertisement what it is that you expect of them, but you should use their interview as an opportunity to ask what they think they should be doing. Look out for positive buzzwords like ‘responsive’ or ‘reactive’, showing that they don’t just plan to schedule posts a month in advance and that they plan to be keep on top of the latest industry news.
Check that they understand the importance of being a community manager – they’re there to encourage interaction, to get people talking and to promote your brand, not just to shout at your customers. Nothing is worse than a social media account that is filled with promotion and sales talk.
Ask Them How They’ll Deal with Complaints
Your chosen candidate should feel confident enough to turn a complaint around in the public eye rather than hiding it from view. If your customers realise that you’re deleting negative comments then social networks give them a chance to group together and send forth a wave of negative publicity that could damage your brand. Instead, addressing an issue publicly and coming up with a resolution that your customer is happy with can portray your company in a very positive light.
Check That They Know Their Twitter from Their Facebook
It’s vital that your chosen candidate knows their Twitter from their Facebook and their Facebook from their Google+, and their Google+ from their Pinterest and their Pinterest from their Linkedin…you get the idea. There are dozens of social networks available for your company to utilise, but a good candidate will know that not all of them are the same. They should vary their strategy from network to network, and might even suggest which ones are vital for your business and which ones aren’t. After all, it’s better to have a strong and positive presence on the networks most relevant to your company than to have a weaker presence spread across them all.
You don’t need to be a digital marketing expert to hire someone to fill one of these roles, but whatever your level of experience you can use a few simple questions to sort the experts from the rookies.
Do you have any tips of your own to add? I’d love to hear your thoughts!
This blog was written by Stephen Thompson, Managing Director of Forward Role; a leading Digital, Marketing, Creative and Analytical recruitment business based in Manchester, England.