We have frequently talked about the merits of using big data for B2C businesses. One of the reasons that we focus on these sectors is that there is so much data on consumers, which makes it easier to create a solid business model with big data.
However, data analytics technology can be just as useful with regards to creating a successful B2B business. Business-to-business companies need to understand their customers and market to them just as effectively .
One of the benefits of data analytics in B2B marketing is with using digital signage. Digital signage has always been effective for improving marketing, but it can be even more useful when used in conjunction with data analytics tools.
Data Analytics Helps Companies Create More Effective Digital Signage Marketing Strategies
For B2B companies, digital signage may not be the first thing that comes to mind when developing a marketing strategy. However, many businesses in this sector can benefit from this form of marketing, which has been steadily growing in popularity. Businesses spent almost $21.5 billion on digital signage in 2020 alone. It can be even more useful if you use it with big data.
The first step to getting started with digital signage is to develop your content strategy. Data analytics technology can help immensely at this and all subsequent stages.
Set Goals and Develop a Strategy with Data Mining
For digital signage to be successful, you must set goals and develop a strategy. This is one of the most important ways that big data can help. What is the purpose of your signage?
- Do you want to improve corporate communication
- Are you looking to show business intelligence tools?
- Do you want to internal market your brand?
- Do you want to advertise products and services?
- Are you looking to provide wayfinding?
For most B2B companies, the primary purpose of digital signage will be to attract new customers and engage your own employees. Whatever your goals may be, make sure that you write them down so that you have a way to measure your progress.
You may not need to use data mining to outline your goals, but you will probably need this technology to conceptualize them. You can use data mining technology to learn more about the challenges and obstacles that you will encounter, which is going to be important for the next steps.
Placement and content will be two vital things to consider when investing in digital signage. For example, shopping malls may not be the best location for B2B digital signage, but metro stations and convention centers may be a good fit.
Data mining technology can help you learn more about the different places your digital signage can be used. You can learn more about the foot traffic, regional demographics and other relevant factors about various venues, so you can use it appropriately.
As part of your strategy development, you’ll need to better understand your target customers and their behavior. Demographic data can be especially useful in this regard. Your message needs to be seen by decision-makers, and getting to know them will help you find the best place to install your signs.
So, in order to make your digital signage strategy a reality, here are the steps you should follow:
Leverage Digital Tools and Machine Learning to Create Engaging Content
In order to bring in new customers or achieve your goals, your digital signs must display content that will appeal to your target audience. This is one of the ways that big data technology can help.
First, it’s crucial to find digital signage networks that will allow you to display your content the way you envision. The right platform will make it easy for you to set up your signage and display images, text, video – whatever content you’re investing in.
As for the content itself, it’s important to understand your audience. You should use data analytics technology to learn as much about them as possible, so you can craft content that will resonate with them. Invest in content that will appeal to them. Machine learning technology can help immensely with the content generation process. In the B2B sector, this typically means creating content that focuses on their pain points and how your products/services can solve them.
Your content can come in the form of:
- Graphics that are eye-catching. They can include behind-the-scenes photos, images that showcase your business or even before and after photos. We recommend leveraging tools like Canva to create graphics that impress.
- Videos. People love video content, and even in the B2B sector, they can be appealing to target audiences. Videos that demonstrate your product/service and its results can be very effective.
- Customer testimonials. Want to win over the trust of your target customers? Incorporate customer testimonials or reviews in your content for social proof and credibility. Find a digital signage provider that offers a quote app to create content in minutes.
Regardless of the type of content that you create, big data and AI can help you create it more effectively. Platforms like Canva use sophisticated AI and data-driven design algorithms to create the best possible content for marketers. No matter what type of content you create, it’s vital to ensure that:
- All digital images are of high quality
- Videos are engaging and also of high quality
As a general rule of thumb, you want to avoid looping the same videos and images repeatedly.
The Proof Is In the Reports
Digital signage is a powerful communication tool and it’s important to show management teams the impact of digital signage. There are two methods we suggest:
- Proof of Play Reports. Detailed proof of play reports and campaign reporting will show a detailed view of what is working, and what content changes should be made. Gain insight into the screen location and name, the impressions, timestamps, and number of plays.
- Business Intelligence Tools. Find a digital signage provider that offers a secure BI tool to display that visualization data. This is a powerful app and can help your business visualize performance across all your marketing campaigns.
Create Playlists and Schedules
Digital signage software allows you to create playlists. These are the order by which you want content to appear on your digital signage displays. Playlists and schedules work together to ensure that the content you want is played in the order and at the time that you want.
For example, your images, videos or messages can change depending on the time of day, season or even the weather. Having fresh content throughout the day can be a great way to keep your audience engaged and prevent decision-makers from becoming “blind” to your ads or content.
When using digital signage for your B2B company, ensure that you’re taking advantage of playlists and scheduling features. AI tools have made this much easier than ever.
Engage Your Audience with Calls to Action
To make your digital signage more effective, make sure that you include calls to action (CTAs) in your content. CTAs tell your target audience what to do next – call, text, email, walk in to learn more.
Because you will only have the viewer’s attention for a brief second or two, it’s essential to make sure that your message is short and memorable. The desired action should also be as easy as possible for customers to do. For example, you can encourage decision-makers to follow your B2B company on LinkedIn, Twitter or Facebook. From here, they can learn more about your business and what you offer.
Data analytics can help with the calls to action. You can use automated split-testing tools to see how various CTAs perform and optimize accordingly.
Assess and Adjust
Once you have your digital signage campaign up and running, it’s vital to assess the results by looking at data analytics tools and adjust as necessary.
Over time, you may need to change your playlist or even move your signage to a new location. Adjusting and assessing as necessary will help you maximize the results of your campaign.