Although digital signage is a unique communications platform, it shares the same best practices as many other platforms such as websites, blogs, social media — and even print marketing.
When using digital signage, it’s a good idea to keep these best practices in mind. But you can’t adhere to them if you don’t know what they are! That’s why we’ve created a list of the top 5 best practices that help your digital signage content resonate with customers and potential customers.
Keep it Short
Whether your message is video- or text-driven, it’s always best to keep your message as short as possible. The placement of your digital signage will determine exactly how short your message needs to be.
For instance, if your digital signage is in the front of a retail store, you might have about 5 seconds to engage with a passerby, or someone entering the shop. This is not the place for a 30-second benefit driven video. But if your signage is deeper within the store, focusing on particular products like cookware, then a 30-second tutorial is perfect. Even a series of 30-second tutorials works well, and by breaking down the content into “bite-sized” pieces (pun intended), your cookware videos add value & interest — without demanding any extra time from the customer.
In a doctor’s office, 1-2 minute video spots are a better choice for length. You’ll need enough content in your “rotation” to ensure the same graphics or videos are not repeating every 5 minutes — in case the viewer is sitting in the waiting room for an extended amount of time. This concept is true of any environment. You always need to be cognizant of the typical amount of time a viewer may be in front of your digital signage so they don’t experience repetition.
Keep it Clear
Your message needs to be instantly clear to customers, not just your team. If someone who knows nothing about what you do walks by, will they “get it” in 5 seconds or less? One good way to keep things clear is to boil your message down to its most key point. The more complexity you add, the more difficult your message becomes to digest.
Keep it Visual
The written word is powerful, but an interesting image can get people to stop and take notice. If the image is well crafted, it can also tell a story before the viewer even reads a word. How can you use imagery to tell your story?
Provide Relevant Information
What’s the top benefit? How can this help a potential customer? What problem does this solve? If you’re answering these types of questions, your content will be relevant and customers will be interested in what you have to say.
Make it About Them
This point goes hand in hand with providing relevant information. Making every message customer-centric, instead of company-centric, goes a long way in connecting with customers in a meaningful way. Unfortunately, most people don’t care about how many awards you’ve received. They care about how your product or service can help them.
We hope our article has provided you with value and insight into the world of digital signage. If you need assistance with your digital signage, please contact Pridham Electronics anytime! We have an abundance of solutions to suit your needs, and your price point!