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A Guideline to Great Content for Your Digital Signage Channels: Part 3

We’re back with the third and last part of our guideline to great content for your digital signage channels! To help you out, we’ll give you a quick recap first. So far, we’ve introduced COPE and CARE. Then you made your audience groups. After that, we handed you a bunch of ideas on how to Train, Enlighten, Assist and Motivate your employees.

For the last part of our guideline, we’re stepping away from your employees for a bit. Last (but not least), we’re here to help you decide what information you should show to visitors, like customers, patients or job applicants. You might have mostly used your digital signage screens for internal communications, but it would be a waste to not incorporate your screens in your external communication!

For your visitors, you answer the same question:

What’s the purpose of your digital signage content?

The same communicative intentions apply to your visitors, though we’re skipping the part where you train them. Our new acronym therefore is I AM!

Here are some ideas on informing, assisting and motivating you customers or patients:

Inform

You can use digital signage to inform your patients or customers about all sorts of things. Show operating hours, upcoming closed holidays, prices, waiting times, FAQs or even the weather – a big ‘small talk hit’ when waiting times get long. You could also add ‘in case of an emergency’ info to make sure your customers or patients stay safe.

Assist

To assist your customers in finding their way through your building, digital signage can be used for wayfinding. If your institution practices certain surgeries or medical practices, you could use your screens to explain these procedures to your patients; it might put them at ease.

digital signage wayfinding exampleMotivate

To motivate your customers to buy your products, show them testimonials of past and current clients, new products and (upcoming) special offers and discounts on a loop. Studies show aesthetically pleasing content is higher valued by customers than educational content when buying products, so make sure it looks good!

Differentiation’s key

Now you may have divided your customers or patients into just one target group. This could work if you’re a one-building organization. However, think of how your customers or patients are spread throughout your building(s). Do you have multiple locations visited by customers? Different items might be on sale in different locations; not all operating hours will be the same and even prices may vary. Still, if you’ve just got one building, like a medical centre, polyclinics will definitely have varying waiting times and not all medical procedures will be the same.

Your employees will ‘just’ be distracted when you show them unnecessary information. However, your customers might not even come back if they’re overwhelmed with irrelevant or inaccurate information! Differentiation is key here. Again, try to put yourself in your audiences’ shoes when publishing your content. And maybe go and add a target group or two.

Would you like to get started with digital signage? To help you get going, here are 14 clever ideas to use digital signage for!

About the author

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Bente Pieters

Bente is, besides a language purist, a communication wizard. She knows all internal communication ins and outs and likes to share these in impeccable language. In her spare time, you can find her at the gym or reading books at home.