Running a business is a repeated cycle of generating leads, nurturing prospects, and ultimately converting them into loyal customers. That takes a chunk of time and effort but the good news is that a well-designed digital signage strategy can help you accelerate each stage.
The initial investment for this technology is on the higher end, so you probably need a few questions answered before making the big jump. Without any further ado, here is a comprehensive guide to answer all your digital signage FAQs.
1. What is Digital Signage and How It Works?
Simply put, digital signage entails using a screen (be it a single screen or an entire network) to display various types of content including images, videos, text, and interactive elements to capture attention, convey information, and influence customer behavior.
It works by integrating a few essential components. First, you need a screen, which can be a regular TV, a computer monitor, or a specialized commercial display. This screen is connected to a media player - the device that renders the content and sends it to the display.
The content displayed on the screen is created using digital signage software or other design tools. This software also manages the scheduling, distribution, and content playback across multiple screens, if applicable. The content can be stored locally on the media player or in the cloud, depending on the setup.
2. Why Should My Small Business Invest in Digital Signage?
Common practice is that a buyer comes in, gets what they want and then leaves. But what if there was a way to upsell and influence impulse purchases without turning off your customers?
Digital signage isn’t just attention-grabbing, it’s also highly customizable. You have complete control over what’s displayed at all times in different sections of your business.
This means you can tailor content to specific areas, like displaying infotainment content in waiting areas to reduce perceived wait times, reviews and customer testimonials in high-traffic areas, detailed product information, usage tips, or suggest complementary items in product aisles to encourage cross-selling.
3. What Exactly Do I Need To Get Started?
You might be surprised to learn you probably already have the essentials. TVs, media players, and an internet connection are the basic building blocks. Although a commercial-grade TV would be the most appropriate since it can operate 24/7 and is built for the demands of digital signage, you can definitely use your standard TV to start. Couple this with a streaming device such as an Amazon Firestick or Google Chromecast in place of a professional-grade media player and your digital signage is up and running.
For software, you can start with a free or budget-friendly option to test it out. Most businesses use a USB drive to load content onto their TVs, but this method lacks the flexibility and remote management capabilities of cloud-based digital signage software. We don’t recommend USB drives since you'll need physical access to the TV to update content, which can be time-consuming and inconvenient.
As you grow, you can upgrade to professional displays and more advanced software, but there's no need to break the bank upfront.
4. How Much Will The Deployment Cost Me?
Option 1: Using Existing Hardware
With a TV, you can opt for a streaming device which shouldn’t cost you more than $150. You can then install your digital signage software and your signage will be up and running.
Some popular software options offer free plans with limited features, while others may have affordable monthly subscriptions starting at around $15 per screen per month. So as not to incur additional content creation expenses, prioritize a digital signage CMS with templates and easy-to-use built-in designer tools.
Option 2: Investing in Commercial Displays and Software
A commercial display can cost anywhere from $500 to $2,000 or more, depending on the size and features. An entry-level media player can cost upwards of $200. Software costs will remain similar to Option 1, but the subscription per month will increase with additional screens.
If you choose to hire a professional for installation, expect to pay an additional $100-$300 for a small-scale deployment.
5. What Are The Different Types of Digital Signage Available?
Owing to the fact that digital signage has been around for a while now, this technology has evolved to suit different kinds of environments and content types across industries. The choice is up to your needs and budget:
- Indoor Displays: This is the most common type that uses LCD or LED screens for vibrant visuals inside your business. Examples include menu boards in cafes, promotional displays in retail stores, or informational screens in waiting rooms.
- Window Displays: These screens are designed to face outwards, attracting passersby with eye-catching content even when your business is closed. They're great for showcasing new products, limited-time offers, or simply creating a buzz around your brand. Some models are even viewable in direct sunlight.
- Interactive Kiosks: If you want to add a touch of interactivity, consider a kiosk. These touchscreen displays can be used for self-service ordering, wayfinding, product browsing, or gathering customer feedback.
- Video Walls: There are smaller versions of video walls(2-4 screens) that can create a visually impressive focal point in your space. Video walls combine multiple screens into one massive display and are perfect for creating a wow factor.
6. How Do I Choose the Right Digital Signage For My Business?
It really comes down to your budget and specific needs as a business. Knowing how much you're willing to spend will help you narrow down your choices.
Consider where you'll be using it – indoors or outdoors – as this will dictate the type of display you need. Think about the kind of content you want to show: will it be primarily images and videos, or do you want interactive elements? And what about functionality – do you need to schedule content or update it remotely?
Finally, consider the size of your displays - they should be appropriate to the viewing distance and space available.
7. What Kind of Content Should I Display On My Digital Signage?
The best question is, what are your goals? Do you want to build credibility and trust? then customer testimonials, reviews, and user-generated content should be top of the list. Want to keep customers engaged while they wait? Entertaining content like social media feeds or trivia questions can make the wait feel shorter.
The possibilities are endless, but the most important thing is to choose content that aligns with your business objectives and resonates with your audience. Remember, the most effective content is visually appealing, regularly updated, and relevant to the specific location where it's displayed.
8. Is It Difficult To Set Up and Manage Digital Signage?
Not at all! Modern digital signage software is designed to be user-friendly, even for those without technical expertise. You can easily create and schedule content, make updates remotely, and track the performance of your displays.
Many providers also offer professional installation and content creation services if you prefer a hands-off approach.
9. Are There Any Legal Considerations For Using Digital Signage?
Copyright and Licensing:
One of the primary concerns is copyright infringement. If you’re going to use images, videos, or other display content that you don’t have ownership over, it’s important to obtain proper licenses or permissions from the copyright holders.
Public Safety Regulations:
Depending on your location and the placement of your digital signage, there may be regulations regarding brightness, size, and placement to ensure they don't distract drivers or pedestrians. It's important that you adhere to these guidelines to avoid potential fines or legal issues.
Advertising and Content Restrictions:
Certain industries and locations may have specific rules regarding the content that can be displayed on digital signage. For example, there might be restrictions on advertising certain products like alcohol or tobacco, or limitations on the volume of audio content in public spaces.
Accessibility Considerations:
In some cases, you may need to ensure that your digital signage is accessible to individuals with disabilities. This could involve providing closed captioning for videos, using high-contrast colors for text, or offering alternative audio descriptions for visual content.
It's always advisable to research and comply with local regulations and ordinances when implementing digital signage. Consulting with a legal professional can help you navigate these complexities and ensure your signage is compliant with all relevant laws and regulations.
What Next?
Now that you have the fundamentals down, the next would be to assess your current resources and needs. You can start by taking inventory of any existing hardware you could repurpose, such as TVs or monitors. If you need to invest in new equipment, research budget-friendly media players and displays that align with your budget and requirements.
For software, most providers offer free trials and demos to test features and functionality before committing to a subscription. Compare pricing, features, ease of use, and customer support to find the best fit for your business. Finally, don’t hesitate to request quotes from different vendors for both hardware and software to get a clear understanding of the overall costs involved.
