Want to sell more? Know your customer.
By Beth Osborne
How 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.
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