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Creating a digital signage content strategy

HOW TO CREATE  A DIGITAL SIGNAGE CONTENT STRATEGY THAT WORKS

There are two key areas to get right when implementing a successful digital signage solution, the first is hardware the second is content strategy.

Here we will explore some of the key points  to consider when implementing a digital signage strategy.

KNOW YOUR GOALS

To create a strong digital signage strategy you must first start by understanding the goals you want to achieve with the digital signage.

Some common goals include:

  • Improved sales
  • Increasing brand awareness
  • Growing social media followers
  • More website traffic

The opportunities that exist with digital signage are almost endless so it is important to try and establish these first before jumping in head first.

SET MEASURABLES

Once you know your goals it’s of great benefit  if these are measurable. Setting these targets will help you to understand if your strategy is on track. One of the biggest advantages of digital signage is the ability to react quickly. While we would like to think that a carefully thought out strategy will work every time reality is that some things will work better than others. Measuring the success will allow you to focus on the content that creates the best responses based on your goals for the best long term success. So the trick here is measure what you can and make changes quickly when necessary.

UNDERSTAND YOUR AUDIENCE

Knowing your audience will allow you to play content that will engage with this person. This is nothing new and something Marketers do across all mediums whether print, social, digital etc. What is different is that consumers in 2018 are becoming to expect this sort of targeting with content directed towards them, content that is personalised will have a far better impact that content that is not. We have discussed earlier the freedom that comes with digital signage. Consider your audiences at different day parts, your morning traffic may differ from afternoon traffic which may differ from weekend traffic. Your digital signage content should reflect this for the best results.

PLAY TO  YOUR LOCATION

It’s important to be aware of the location of your signage or more important how your audience engages. For example roadside digital signage may have only 1 to 2 seconds to get a message across, content should consider this. Digital signage in a lift or at a petrol pump may on the other hand have a more captive audience for longer. Another example may be a waiting room, if the average wait time is 5 minutes a 6 minute loop would likely be wasteful, on the other hand a 1 minute loop could get frustrating and less effective.

We also touched on timing earlier in regards to target audience, be sure to also play relevant content at the right time. Lets not promote our breakfast menu at midday. It’s important to remember that messages in context will have the biggest impact.

There are many ways that digital signage can help businesses to achieve beyond their expectations, following these steps will help you to realise the huge potential that exists.

If you would like to learn more about digital signage and how it could positively impact your business contact us on 1300 797 220 or info@ariadigitalscreens.com.au.