Big Picture - August 2016 - (Page 18)
Your Client Base
Want to sell more digital signage? Know your customer. | by Beth Osborne
ow can your shop better penetrate the digital
signage market? In the simplest terms, it comes
down to knowing your customer. That's not a
novel or revolutionary idea, yet many digital
signage suppliers aren't leveraging it.
Whatever your value proposition is to prospective
customers, it needs to be tailored to their needs. You can't sell
screens to a fast casual restaurant in the same way you would
to a medical facility. They have different requirements and
expected outcomes, and you need to understand what those
are if you want to capture their business.
To help you do that, here are three strategies to execute.
PUBLISH CONTENT: TALK ABOUT SUCCESSES
Are you providing content on what you're doing right now in
digital signage? If not, then you need to start. You should
have a blog, resources, and case studies, and you should post
regularly on social media. Putting out great content about
what you're doing right now creates real interest. It also
builds authority and confidence. You can garner leads by
showcasing how you're making a mark with digital signage.
Here are a few ideas:
Make a video of an installation. Trim it down to just a
few minutes. (Remember, people have short attention spans,
but they love to watch videos.) Edit it with some music and
highlight the most important parts of the installation, like
putting up the screens, hooking up the hardware, and showing
those screens in action. This gives your audience an intimate
look at what they can expect should they choose to do
business with you.
Write a case study with a trusted partner. Do you have
a client that is over the moon about what digital signage has
done for them? Will they let you use their name and company?
Yes, and yes? Then start writing. Talk about what exactly their
challenges were and what they wanted to accomplish. Then,
discuss how you solved those challenges and delivered the
expected outcome. Numbers are important in case studies so
you can provide insight into ROI. Did sales increase on
particular items? Did wait times decrease? Did social media
impressions and followers increase due to a digital signage
promotion? Package your case study with images and
testimonials that can ring true for your audience.
Create an informational e-book. The key to creating
content and attracting people to it is adding value, not selfpromoting. One way to do this is to create an informational
e-book. This should be a targeted and specific asset. Narrow it
down to a topic like "Tips for Great Content" and then make it
even more targeted by choosing a specific industry, like retail.
So, you could create an e-book called "7 Tips to Great Digital
Signage Content for Retailers." The bulk of the content should
be informational and provide real ideas for that audience. You
can certainly cite other references like industry publications, but
also share some of your own content approaches. Close the
e-book with a soft value proposition and/or elevator pitch about
what you offer. Then get the content out there - on social
media, through email, and, of course, on your website.
BETH OSBORNE is a consultant with many years' experience working with end users,
providers, and stakeholders in dynamic and large-format signage. She resides in
Charlotte, North Carolina. Contact her at email@example.com.
Table of Contents for the Digital Edition of Big Picture - August 2016
Big Picture - August 2016
Business + Management
Touching the Future of Print
How I Got the Job: Sino Tour
RIP It, RIP It Good
Big Picture - August 2016