Digital signage is the way of the future, but getting started with content and keeping up with it is daunting.
You’re probably wondering, where do I even begin with digital signage? There are a few things you should consider as you start making the transition.
One of the biggest reasons to make the change is that with digital signage, your content never grows stale – as long as you have a plan in place. To do that, you’ll want to make sure you have a clear content strategy that will help guide you in this process.
That starts with asking the right questions.
WHAT ARE YOUR DIGITAL SIGNAGE CONTENT GOALS?
To create your content strategy, you'll need to know what your goals are. What do you want to accomplish with the transition to digital signage?
Some common metric-based goals tend to be: increasing web traffic, branding, awareness of services and scope of capabilities, selling more products, increasing signups for an event, and/or gaining social media followers, just ot name a few. Additional targets could include: improving communication, sharing customer testimonials and brand stories, cross-selling opportunities, and/or promoting new launches or products.
No matter what your goals are, this is what will drive your content strategy. Many times, businesses will incorporate a few goals into their strategic plan.
WHO IS THE AUDIENCE?
Once you have your goals in place, you will need to define your target audience. This is because the content you decide to share will vary drastically depending on who your audience is.
Millennials interact very differently with content than boomers do. For example, two different clothing stores, depending on their target audience, will have two very different messages, just like they also play different music in each of these stores.
A young, hip clothing store geared towards teens will likely have flashier content with bright colors. Whereas a clothing store geared towards older women will probably have a more relaxing vibe.
Both messages will be engaging to their target audience but look very different, even though at the core, they are doing the same thing – selling clothing and accessories.
Likely, your business has already put together customer personas and knows who your customers are. Now is the time to look back on your target audience and determine the best digital content that will work alongside your goals.
If you don’t currently have personas in place, now is the time to do this. Creating personas will help your business market to the right person and help increase sales.
HOW DIGITAL SIGNAGE CAN ENHANCE YOUR BRAND.
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WHAT MESSAGES DOES YOUR DIGITAL SIGNAGE NEED TO CONVEY?
Once you know your audience, it’s a lot easier to work on the messages you’ll be displaying through your digital signage.
You will likely already have some content that you can repurpose. This can be commercials, images, or presentations you've already used. But, you'll also want to make sure there is new content that you are incorporating into your content strategy. You don’t want it to feel stale.
And this is where adding digital signage may feel overwhelming. But it doesn’t have to be.
There are many content agencies out there, like Textile Creative Studios, that can help you craft the perfect plan, so you don't have stale content. These agencies can also help make sure your content is hitting your target audience and telling the right message.
Digital signage allows you to get creative with your marketing strategy and the messages you share.
It's also good to scope out what your competition is doing. This can help you get ideas on what to do and what not to do. Also, check out other businesses that aren't in your industry. By looking at companies outside your market, you may find some new and fun creative ideas to try.
Part of your digital signage strategy could be sharing customer tags from social media, creating live polls, competitions, customer engagement, or just about anything you can imagine. And, if something isn’t working, you can easily swap it out for something that is performing better.
HOW OFTEN DO YOU WANT TO CHANGE THE MESSAGE?
It's not just enough to share the right content, but you also need to pay attention to the timing of when those messages are shared. This is one of the perks of incorporating digital signage into your marketing strategy. The content is easily changeable.
If you’re a restaurant, you can promote breakfast specials in the morning, lunch specials in the afternoon, happy hour specials after work, and dinner specials in the evening. It's easy to schedule out content, so you don't even have to think about it.
Gone are the days of someone manually going out and changing signs.
Digital signage is also beneficial for retail stores. Think about Black Friday and other times of the year when there’s a promotional price for a limited amount of time. With digital signage, you can set the price and have it automatically change back to its original price when the promotion ends. This leaves your staff free to assist customers and do other work.
For your business, there are likely other trends that you’ve seen. A customer who stops in quickly on their way to work has a different mindset than someone who is casually shopping in the late morning. Digital signage allows you to market specifically to those different customers at the time when they are visiting your business.
WHEN TO USE IN HOUSE RESOURCES
& WHEN TO OUTSOURCE CONTENT SERVICES
There's a lot that goes into creating the perfect material for digital signage. This is because there are so many options for how your company can appeal to your target audience.
Many businesses have a marketing department that can create on-brand content for your digital signs. But sometimes it works best to work alongside an agency that specializes in digital signage strategy, especially when you are getting started.
While some of the marketing strategies are similar, the appeal of digital signage is that they can be a lot more interactive. These agencies, like Textile Creative Studios, specialize in this kind of marketing and can help you come up with a plan that aligns with your goals so that you can get the most ROI on your digital signage.
WHAT IS THE COST OF CREATING & MAINTAINING THE CONTENT
Digital signage is the future, and the cost of not doing it now will outweigh the costs of setting it up and producing content. The ROI potential for digital signage is huge. Reach out today to PTG and allow us to help you determine what kind of digital signage works best for your business.
HOW WILL YOU MEASURE SUCCESS?
To measure success, you will need to make sure you have set clear goals. The great thing about digital signage is that you can quickly and easily make changes to content that is not doing its job. Digital signage content strategy optimizes marketing for your business, so what you're putting out there does not get stale.
You’ll be able to see success and adjust much faster when you have digital signage, as well as set your KPI's to measure ROI for your business.
If you’re ready to make the change to digital signage, PTG is here to help you determine the best possible plan for your business.