Audit a digital business it must be accompanied by a series of intelligent questions, which allow us to better understand what we need to know about the business and perhaps the numbers are not going to answer us. So open your mentoring manual and create the powerful questions section when auditing.
What to ask when auditing a digital business
How much and what has been invested in Marketing?
Regardless of the business you have, you must invest in marketing. Does it sound a bit logical? Believe us that many people still do not do it, so it is possible that when auditing an online business you will find one that does not invest in marketing.
Many think that it is unnecessary, that it is money for which they will not see much fruit, or that to achieve good results they must create a million-dollar campaign. Others on their side do not know how to do it and in order not to make mistakes, they avoid it. We are going to have to give a special talk to these types of clients; they can become a difficult customer.
Asking this question when auditing a digital business will allow you several things:
- Know where to start strategies
- Know where the business is
- Prepare an action plan from scratch
- Design an investment calendar
Those who have already invested and have obtained good results will be easier to carry. Now, those who have not done it or have not achieved good results will be a challenge for you. But see the opportunity as a blank canvas that you can paint to your liking.
What product or service are the most purchased?
This will give us an idea of where the potential is and what our customers need. It is not a question of leaving aside the rest, but of taking advantage of this clear signal that our buyers are giving us. In that way? Well, we are going to give you an example so that you better understand what we mean.
If you have two courses, one on how to sell products online and another on how to create organic content. And your course on online sales has more sales, you can take advantage of that! Your market segment is more interested in learning about online sales.
You could create other products aimed at it, about launches, funnels, create infoproducts, etc. You can also create more content according to this theme, educate about online sales for free, so that your product has even greater credibility. Sometimes we wonder: How to update an infoproduct that has already been launched? In this article we tell you how you can do it.
When auditing a digital business, ask what presence they have on social networks
An online business without social networks? That’s possible? Of course not, that’s why it’s important to know which channels they have a presence on. This is essential for an online business, to be where your audience and potential customers are.
Social networks are our sales channel, but they also work as a letter of introduction for our business. It is almost automatic to search on these platforms when we want to know more about a brand or we are looking for a product or service. Therefore, when auditing a digital business, we must know the smallest detail related to them.
How does this question help you when auditing a digital business?
- To suggest presence in new channels.
- Recommend content and formats that lead those platforms.
- Suggest an omnichannel strategy that works and gives results.
Who are the competitors?
Not to steal ideas. It is important to know who your competitors consider, to know if they have your business segmented correctly. On the one hand, it is important to know that they are clear about who their customers are and what other brand has them as well.
On the other hand, it is not about seeing the competition as a threat, we must learn to see it as an opportunity to create an alliance that brings benefits to both of us. Because your strategy will not be the same as theirs, even if they are in the same market and sell similar products, your business can be aimed at young people and your competition’s at older people.
So this question can help you a lot, to see who you can establish alliances with. It can also give you clarity, there will be brands that are competitors, but you would not recommend them to relate to each other, because they do not share values, for example.
What do you think has worked and why?
The things that have worked should not be stopped, they should be improved and complemented with other actions that enhance it even more. This question can become your starting line when conducting the audit.
If they know what has worked for them, much better, sometimes you will have to start digging yourself to find out what works well for them and gives them results. When the client is clear on the strategies and actions of their business, you can carry out the audit in a more optimized and easy way.
Related content: What is an audit and how to do it step by step?
What hasn’t worked and why?
Strategies often don’t work because we don’t take into account the really relevant factors, such as who it’s for, what we want to achieve, why it’s important. If we do not consider these factors, it may not work.
But it’s good to get your perspective on why it didn’t work. This way we will know how to help them enhance it or if we should definitely change what they are doing. Focus at all times on looking for improvements and not on highlighting what they are doing wrong.
Ready to audit? Tell us in the comments how it goes.