Even a great digital signage solution can struggle to make an impact. The good news is that it’s usually a relatively straightforward problem to solve. Over the years, our team has learned that when digital signage is ineffective, it’s usually down to one of the following reasons: 1) you’ve launched your digital signage program without a content strategy in place, 2) you’re not leveraging the full power of your digital signage solution, or 3) you haven’t properly maintained the technology.
The good news? None of these issues are impossible to overcome! Facing these challenges doesn’t mean that digital signage isn’t a good fit for your business, it just means you have some work to do before you can get the most from this game-changing technology.
In this article, we’ll look at each of these potential problems – and their solutions – one by one.
Problem: You’ve launched your digital signage program without a content strategy in place
Solution: Take a step back and figure out how digital signage fits into your wider content landscape
In order to see success with your digital signage, you need to consider how it fits into your wider content strategy. You’ll need to determine how you plan to use it, how you’re going to manage it, and how you’re going to measure its impact and success before you actually put it into action.
It’s important to weave your digital signage into your current content strategy so that you know exactly where it fits in your wider communications landscape. For example, you might want to ask yourself if your digital signage is complementary to your existing channels, or if it’s actually going to replace an outdated form of communication. Maybe you’re swapping physical menus for digital screens, or adding digital signage to an office space: In either case, you need to consider the role that digital signage specifically will play in how you communicate with your audience.
Always ensure that there’s consistency across your channels to reinforce your brand and messaging, and if you’re using digital signage to replace another form of content, make sure to think about the additional capabilities – or limitations – of digital screens when compared to the channel it’s displacing.
We’ve written in more detail about how to incorporate digital signage into your content strategy in this article.
Problem: You’re not leveraging the full power of your digital signage solution
Solution: Get educated about your digital signage software! Book a demo or do self-guided research
It’s often the case that we under-utilise workplace technologies. This is usually a function of time or resources, or the result of wanting to stay in our comfort zone. But for your digital signage to really make an impact, you need to learn how to get the absolute most out of it. This doesn’t mean spending hours perfecting new skills, it just means learning more about the features and functionalities that come with the solution you’ve invested in.
Most digital signage software providers will have plenty of resources for you to learn more about how to use their platform. These often include blogs, video tutorials, FAQ web pages, support desks, and demo options. For Yodeck users, there’s also the Yodeck Academy, which offers a vast library of educational content that customers can use whenever they want, for free. Included in the Academy are webinar recordings and brief video tutorials that review a wide range of topics, such as set-up, scheduling, and content creation.
Ultimately, the best way to get more from your digital signage software is to learn how to leverage the features, functionalities, and capabilities that made you select the solution in the first place. Even with limited time, it’s usually fairly easy to learn new skills in just a few minutes online.
Problem: You haven’t properly maintained the technology
Solution: Protect your investment with regular updates and maintenance
Think of your digital signage as you would any other technology, and update it consistently to ensure peak performance. When you properly maintain your digital signage – including both the hardware and software – you prolong the life of your investment and increase the likelihood that your digital content will succeed.
When you properly maintain your technology, you reduce friction with the platform. Said otherwise: digital signage is easier to use when it’s running well. You also give yourself access to the most up-to-date features, which make it possible for you to create even more compelling, engaging digital content.
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Getting the most from your digital signage shouldn’t feel impossible (because it isn’t!)
With the right content strategy, some education, and proper maintenance, delivering incredible content to your audience can be a seamless and fun experience. Of course, it helps to have an industry-leading platform powering your digital signage program: one that’s intelligent, secure, adaptable and – most importantly – purpose-built to help you get the most from your investment in digital screens.
To learn more about Yodeck, the first and only intelligent digital signage platform, just visit this page. And if you’re interested in hearing more from a member of our team, you can book a free demo.
*Katie Rose Hester is a senior content strategist and writer working with product-led businesses bringing interesting, helpful innovations to market.