How to Build a Solid Digital Signage Content Strategy
Digital signage is one of the most effective modern advertising tools that businesses can use to get their brand messaging and product information in front of the eyes of their target audiences. Statistics show that consumers are 400% more likely to become engaged with digital displays and advertising as opposed to conventional static advertising methods. Interactive and moving digital displays have the capacity to capture and keep people’s attention as they’re passing by in public places. But it’s not enough to simply purchase and occupy the ad space.
You need to constantly create new, exciting, and engaging content that entices and impresses your target audience. To accomplish this goal, you need to come up with a dynamic and creative content strategy that’s always changing and not only keeping up with the most recent trends but also anticipating and staying ahead of them. If you want your brand to be at the forefront of advertising innovation in your field, then you need to be an industry disruptor by regularly creating and releasing fun and memorable content.
Why You Should Invest in a Dynamic Digital Signage Content Strategy
Creating unique conceptual digital signage content to help capture and retain the attention of your target audience is challenging, but the end result is well worth it. Investing in creative digital marketing tactics can help boost your ROI and your overall bottom line. Along with getting your brand name and message out there, memorable digital advertisements also have massive selling power.
Where static signs tend to fade into the background, digital advertisements tend to be far more dynamic due to their unmatched visual and interactive appeal. In many cases, digital advertisements physically draw your audience in, making it impossible for passersby to ignore them.
Paired with a high-end digital signage system, the right content strategy can help put your advertising efforts over the top. But there’s a lot of elaborate planning involved and it might not necessarily happen overnight.
Here are a few tips to help you build a solid digital signage content strategy that’ll not only help your brand get noticed, but that’ll also help establish a loyal fan base and expand your reach.
Clearly Define and Outline Your Goals and Objectives
What is your organization trying to accomplish with your digital signage initiatives? How will you go about effectively reaching those goals? Before you go ahead and install digital displays throughout your various business locations, you need to have a clear and precise brand message in mind that you want to be associated with and representative of your business.
Without a clearly defined and well-worded brand message, it’s easy for consumers to lose sight of what you’re trying to sell and advertising to them. A good content strategy should consist of a strong brand message that customers can easily relate to, understand, and associate with your brand.
Once you’ve determined what you want to communicate to your target audience and prospective demographics, the next step is to set a content strategy and communication budget that can help you achieve those goals.
Set Your Brand Apart From Your Competitors
Digital displays present your brand with a unique opportunity to differentiate yourself from your competitors. What features and attributes does your organization possess that makes you stand out from your competitors? This is important information to have in your arsenal so that you can effectively communicate to your target audience why they should support your business instead of others in your field.
An in-depth content strategy should include your brand’s core values and put them on full display at all times. Of course, the nature of your industry is constantly evolving and your brand messaging should evolve with it. That’s why conventional static advertisements no longer suffice to represent modern businesses. A digital signage system gives you the ability to make automatic changes as needed, but you should carefully think about what type of messaging you want displayed, which is where a concrete content strategy comes into play.
Tell Your Audience Who You Are
Generally speaking, consumers find it easier to support an organization they recognize instead of some large faceless corporation or conglomerate. One of the most important aspects of creating a brand image through a well-thought out content strategy is telling your target audience who you are as an organization.
An effective way of accomplishing this is by introducing your audience to your team to introduce them to the faces behind your organization. Associating familiar faces with a business helps make it easier for customers to relate to your brand and encourages them to support you more. Digital signage can help you tell your brand’s story in real time and give personal perspectives of what it’s like to work for your business. This personal take is important because it can help you reach out to a much wider niche audience that takes pride in supporting local businesses.
Plan a Well-Timed Content Strategy
Consider the time of year when planning out your content strategy. Are there any well-known or widely celebrated holidays coming up? Of course, there are always the big holidays like Christmas, New Year’s Eve/Day, Valentine’s Day, Easter, and Thanksgiving that are all excellent advertising opportunities for every business.
But try to think outside the box to make your brand stand out even more. Are there any specifically location-based or regional holidays or events that you should be aware of? Research each location your business is in and try to speak directly to the unique sensibilities of the locals there.
Digital signage offers your brand unparalleled opportunities to flex your creative muscles, so you can have a little bit of fun with it and make it more engaging for your local target audiences as well. Don’t shy away from clever tongue-in-cheek slogans or bold and bright colours, images, and interactive displays.
Nauticomp Inc. is one of the leading designers and manufacturers of custom digital signage systems that are ideal for indoor and outdoor use. We build digital displays for a wide range of industries including military, Marines, retail, hospitality, restaurants, and even medical facilities. Contact us today to learn more!