How To Build An Inbound Marketing Team: Interview Questions

More and more small- to medium-sized businesses are using inbound marketing to grow their businesses. To do this effectively, your Registered Training Organisation (RTO) needs an inbound marketing team that understands digital marketing and all the techniques and tools that will ensure your inbound marketing strategy is a success. To find the right people, use these key questions when you interview potential inbound marketing team candidates:

1. Have you experienced inbound marketing success?

Does your candidate have any knowledge about inbound marketing? Ensure they have solid experience and statistics to back up their claims. You are looking for increases in conversion, growth in leads and escalating revenue. Their analysis will also indicate their understanding of the important role measuring inbound marketing plays in its on-going success.

2. What do you like to read online?

Find out where they like to hang out online and what they like to read. If they are good inbound marketers, they will be familiar with all the latest business news and emerging digital trends. They must demonstrate they have a passion for staying on top of emerging technology and how it assists their inbound marketing strategy.

3. Where would you begin implementing inbound marketing in our RTO?

A good inbound marketer will always reply that one of the first places to start is profiling your personas. To create personalised content and segment it according to your different prospects, you need to understand who your inbound marketing is aimed at. If your potential candidate responds with social media, it demonstrates they may not be the best at seeing the bigger picture.

4. What companies do you know that have successfully implemented inbound marketing?

Reverse engineering is a good marketing tool. If they are passionate about inbound marketing they should be closely following other companies and their inbound marketing campaigns to identify what they did successfully.

5. What are five relevant blog posts you would write for our RTO?

If they have done their interview homework, they should already know about some of the challenges an RTO faces. If they suggest good blog posts, it demonstrates they have a great understanding of how they can incorporate industry insights into the inbound marketing mix for your RTO.

6.How long before we can expect to see results from your inbound marketing?

Based on their past experience, your potential candidate should have a good understanding of how long it takes before a business of your size can expect to see results. They should be able to answer this question confidently and should give you reasonable estimates, instead of trying to impress you with promises of quick results.

7. What type of content would you create for our RTO?

This question will indicate if they have an understanding of the needs, challenges and pain points of the educational marketplace. They shouldn’t just be focused on social media and blog posts but should be looking broader at things like webinars and ebooks.

8. What areas of inbound marketing are you least knowledgeable about?

A good marketer will understand that inbound marketing is evolving at a very rapid rate and it’s impossible to ‘know it all’. This type of question will help clarify the maturity of the person you are interviewing as well as their understanding of the fast pace of digital marketing.

9. Why do you love inbound marketing?

This question will clearly indicate if they have a good understanding of how a successful inbound marketing campaign can cost-effectively connect and engage prospects at all stages of the sales funnel. They should be passionate about personalised content and the role it plays in attracting today’s millennial consumer.

Lupo Digital is an inbound marketing agency that specialises in inbound marketing and has a passionate, experienced team dedicated to bringing all the benefits of inbound marketing to RTOs. For more information about how inbound marketing works for RTOs, download our executive guide to inbound marketing for RTOs.