Aside from the CNA, what are some general opening questions I can ask my advertiser about Digital?

Aside from the CNA, what are some general opening questions I can ask my advertiser about Digital?

Sometimes we never know what to ask an advertiser when we have just a few minutes with them. Along with the CNA Client Needs Assessment, here are some additional basic questions you can choose from to help open up a conversation to get some insights about their digital footprint:


Are you happy with your website, or are there improvements planned?

What kind of advertising are you doing? What is that generating for you? (top of mind awareness, follows, just activity so users know you’re online etc…) 


Who is your ideal customer right now? Are you trying to reach new customers, or bring back existing ones?

What kind of Digital are you doing & Why? Display, Paid Search, YouTube, DOOH, Streaming TV, Social Media (Pinterest, IG, FB, Linkedin, TikTok), Google Business Page, or something else? 


What are you focused on in those ads? (events, brand awareness, specific products, coop)


How do you know it’s working? How do you see/measure results?


Where do your customers typically come from? How far are people willing to travel for your product/service?

Is there a busy season or specific time you're trying to drive results?

Do you need results right away, or are you building more long term awareness?

What happens after someone clicks your ad? (Do they call, fill out a form, walk in, book online?)

Quantify: How many appointments, bookings, new customers do you need in a month/quarter/year? What does success look like for you? (Ex: 50 new followers in a month, 5 appointments?)


Who are your main competitors? Have you ever noticed what kind of advertising they do? Who in our market do you think is doing advertising well?

Have you set aside a monthly budget for digital, or are you exploring options?