10 Easy Steps to a Digital Signage Marketing Strategy

Strategies for rich digital signage displays..that actually work!


Nov 2016

10 Easy Steps to a Digital Signage Marketing Strategy

Digital signage is a great marketing method that many still don’t know about. We all have dead TV monitors around us - in the office, in bars, even at the gym or our local library. The reason most of these screens are dead (or boring) is because the person in charge of them didn’t have time to think of a strategy. That’s right! The magic S word.

Strategy is what makes digital signage displays work and fulfil real company aims. When you create great digital screens, people look at them. In retail, 8/10 customers have entered a store because of a digital sign catching their interest. Digital media used in public venues also reaches more customers than videos on the Internet or Facebook.

When digital screens are positioned well, they work. It’s as simple as that! With these 10 steps you can create a digital signage strategy that will help market your business more effectively from the off.

1. Set goals

Now I know we’ve just given you two great reasons to setup digital signage for your business (and here are 29 more), but it’s important that you also drill down into your business goals. Like any route to market, digital signage needs to do more than just look good. It could be that you want to gain more social media followers, increase social corporate responsibility, streamline communications or sell more burgers. Set your goals, then a calendar date and decide how you will measure them in advance. This could be through followers, online brand love, product sales or any other measure that you choose.

2. Position your screen(s)

You may already have a TV monitor that you’d like to utilize, or if you’re adding one, think about its positioning. Digital signage screens don’t necessarily have to be in areas of high footfall but their positioning will help you to answer other important questions. For example; how long will visitors be in front of the screen for, or what type of activity will they be undertaking when they get there. Screens in a restaurant queue (where patrons know what they want to eat) would look very different to screens in a restaurant window (where viewers may still be undecided). You also have the internal/external split where the former is likely to be viewed for less than half the time of the latter, so where you position your screens really does make a difference. 

3. See what content you have to show

If you don’t know what you want to show on your digital signage screens there’s an answer for that (see step 4). But chances are, you have at least one or two pieces of collateral already in reach. Company videos, images, adverts and social media content creations can all be easily deployed to your TV screens ready to show off to the world. Minimal effort and maximum output, now that’s what we like to see! 

4. Create and show new content 

Content is what makes a digital signage display. You can have the best TV in the world, but if the content’s rubbish it’s still just a TV. If you don’t have content to show then that’s where our App Store comes in really handy. It’s a connector to create content such as news displays, powerful social media dashboards, office meeting room technology and a ton of other features you may not even know you need! 

5. Design playlists and schedules

Now you have your content, it’s time to look at what you will show and when. A great digital signage playlist could help customers upgrade, buy more or connect with you on multiple channels. It serves your message at the right time, something we long for in every marketing discipline from web copy to email sequences. Scheduling also allows you to change your content so that it reacts with real time events, specific audiences (e.g. the late-night shopper) and multiple audiences. 

6. Create anticipation 

Building the content that’s coming helps make your digital signage more anticipated. This could be as simple as adding a slide to say “keep an eye out for our new offers dropping on Monday” or a lead in to a special piece of content, menu item or event. 

7. Use UGC to engage audiences

We love to believe in the power of our peers for an honest review don’t we? It’s why blogging sites and review systems such as Yelp and Trip Advisor (both available in the ScreenCloud App Store I may add) have become so popular in recent years. These platforms, along with social media sites, utilize the power of user generated content (UGC) for ideas, social proof and feedback. Adding them to your digital signage screen will add authenticity to your marketing. On the flip side, using your digital screen to gather UGC has also been proven to be effective. 

8. Ask for feedback 

So often we create marketing material without ever checking in on whether it works in a real scenario. At ScreenCloud, we have a ‘preview screen’ feature which allows you to watch your entire playlist from your PC or laptop. While this is great for editing content and adding items, you can’t beat setting your screen up and running through it with someone who’s never seen it before. Asking for feedback from a fresh pair of eyes will help spot typos and any design issues where the text isn’t big or clear enough to read. This step is crucial to creating displays which are well-designed and which will have higher effect when shown to your audience. 

9. Track metrics

Digital signage is trackable to an extent (promo codes, unique URLs and so on) and it’s important to use this to your advantage. Checking in to see how many people have taken an action after seeing your display will help to enhance your calls-to-action, test content and optimize your screen displays for higher results.  

10. Review and adjust 

The great thing about digital signage is that it isn’t set in stone. Unlike printed material and static signs, it can be changed and redesigned at any time. If you’re following this process properly, you should have a wealth of feedback and ideas on how to edit your content and digital signage for higher success. Continually working at it over the course of a month, or even a year, will make your digital communications rise above the noise to attract and retain more customers. 

We hope that this guide has put you in a great position to set up at least one successful digital signage screen. If you need to set up more, simply work your way through it twice. We can always show the same content on the same screens, but the power of great communications is in personalization. If you know your audience, you know the screen content to show. 

Start your 14-day free digital signage trial today at screen.cloud

appscontentdigital signmetricsoptimizationplaylistschedule