Digital signage is a fantastic marketing technique that many still don't know of. We all have dead Television screens around us - in our restaurants, bars, offices, even at the local library or even the gym.
The reason most of these displays are dead (or showing generic, boring content) is because the person-in-charge does not have the right strategy to put it into practice.
A strategy is what makes digital signage screens from okay or average, to the ones that actually help with company goals, like upselling products or producing internal communities.
A few other advantages of having a well-documented digital signage strategy include:
- More engagement with your screens
- A solid foundation for excellent internal communication
- More user-generated content on feedback sites and social media
- More traffic to your site or other owned business channels
- Digital signage content that is simpler to update and manage
- The capability to track the results of your digital signage
1 - Set goals
When we do not have clear goals, our digital signage content becomes a useless piece of garbage. If you have a business, you must be looking forward to using digital signage solutions to,
- Increase web traffic (send audiences to a particular URL from your digital signage)
- Sell more goods (in the case of restaurant upselling and promotions)
- Increase signups to a mailing list
- Increase social media following or user-generated content
The ultimate goal would be to drive viewers towards more acceptable behavior such as:
- Enhanced internal communications
- Sales teams to achieve bigger target goals
- Ease of room booking processes or wayfinding
- The rise in brand awareness across new products or crucial verticals
Clarifying the goals to yourself and your company will take you one step ahead in putting out an effective digital signage marketing strategy.
2 - Set measurables
When your content is running out on the Internet, it's perhaps easier to convince stakeholders of the true value and significance of content marketing.
Companies such as Buffer and Kissmetrics have defined entire business models around their ability to draw in people using fabulous content. With digital signage content, you can win those who are skeptical.
This leads to an essential question - how will you measure your goals? Whether it's via number, dollar, referral, web sessions, follower count, ice cream sales, and more, the metric is your choice.
If you can not think of a reliable way to measure what you are promoting, then you probably are not ready to start implementing it in the first place.
Do not let this confuse you. All you have to do is set a goal, choose a KPI. Then repeat the process until every piece of your content strategy has inception, middle, and finish.
You can make it as creative as you want by adding a CTA, a unique URL, or a promotional code. It will help tell customers what to do and will ensure you get your measurables. You can also use ROO (Return on Objectives) if you want a tangible metric.
3 - Positioning screens
You might already have a TV screen that you'd like to use, or if you're adding a new one, think thoughtfully about its position. Digital signage displays don't inevitably have to be in areas of high traffic. However, its positioning will help you to answer other critical questions such as,
- How long will the customer be in front of the display
- What type of activity will they be doing when they arrive there
Screens in a QSR queue would look very different to screens in a restaurant window. You also have the external/internal split, where the later is likely to be viewed for less than half the time of the former. So, where you position your displays does make a difference.
4 - Identify the target audience
You need to identify various user/buyer personas using multiple tools. They will help you to dig deep into your customers, identifying their personal goals, and help achieve them.
While identifying user personas, you will have to take care of things like,
- Who is your core audience
- What their typical day looks like on weekdays and weekends
- What are their interests at different times
- What are the objectives of various user groups
Crafting the content becomes easier once you have all the user personas with you.
5 - Craft the content utilizing user personas
When choosing content, it is essential to give things a "sense check" before they get illustrated on your digital signage displays. This ensures you freeze your digital content with your viewers' behavior.
As a viewer, there won't be anything more irritating than being shown an advertising spindle, but not being able to find the toilet. Your digital signage content's main goal is to inform, help, or impress your audience.
6 - Divide your content times
Once you have your content ready, you can divide it to create the optimal layout for your audience. To work this out, you will have to think about:
- What kind of audience will be passing by, and when?
- Who are my consumers, and how will they feel when they see my screens?
- Are my clients different in the morning compared to the afternoon?
- What information is going to be the most relevant/interesting/useful to my audience at any given time?
In an office, restaurant, hotel bar, or reception, your audience is likely to linger longer.
You can utilize this opportunity to create one comprehensive piece of content (such as a video included with client testimonials, stories, case studies, and action shots). You can also create lots of short pieces of content, possibly led by a theme or with introductory slides.
7 - Design schedules and playlists
Since you have your content ready to publish, it is time to schedule that content for publishing. An excellent digital signage playlist could help consumers buy more, upgrade, or connect with you on various channels.
It provides your information to the audience at the right time, something we wish for in every marketing discipline, from email sequences to web copy.
Scheduling allows you to change your content so that it responds with real-time events, specific audiences, and multiple audiences.
8 - Engage audiences with marketing campaigns
The more appealing your campaigns are, the more likely to are to entice and retain customers.
Some of the digital signage content practices you could try include:
- Using your digital screen to gather User Generated Content has also been proven to be effective.
- Points of interest
- Customer storytelling
- Team insights
- Live data - conversions, website hits, and sales metrics
- Product competitions
- Voting and polling
- Social media talks that ask for audience participation
- Competitions
9 - Gather feedback
So often, we produce marketing material without ever verifying in on whether it works in reality. It is crucial to have a "preview screen" feature that allows you to view your entire playlist from your PC.
While this is exceptional for adding items and editing content, you can't beat setting your display up and running through it via someone who's never seen it earlier.
Requesting feedback from a fresh pair of eyes will ease spotting typos and any design issues where the text isn't clear or big enough to read. This step is vital to creating screens that are well-designed and will have a more significant effect when shown to your audience.
10 - Adjust and review
As mentioned earlier, the purpose of creating a content strategy for digital signage is to ensure your content does not get old. One should not spend time and effort setting up a digital signage content and then let it rot away like a disliked website or weather-tarnished static sign.
You can become better marketing personnel when you review and adjust your digital signage campaigns and uncover what actually works for your audience.
Digital signage, over the last decade, has gained much traction as a major tool for marketing, advertising, and communication across many industries.
Digital displays offer a wide range of business benefits, not limited to increased profits, greater reach, and enhanced engagement from visitors and customers.
According to research, digital signs capture as many as 4-times more views than your standard, static display, with a recall rate for information and messages at an impressive 83%.
The enhanced engagement that digital signs generate provide businesses with bigger and greater opportunities to increase consumer interest, invite more foot traffic, and in turn, impact sales.
If you think about the number of times you’ve gone into a store or any establishment because of their flashy digital signage, you’ll understand just how powerful this technology can be in attracting consumer attention—enough to bring them into a store’s threshold and make them want to participate in the business inside.
Not only do digital signs reduce perceived wait times in store queues, they also provide customers a convenient means to find their way around the establishment, learn about products and services, and even sign up for promotions.
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