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6 mistakes to avoid when choosing a digital signage provider

6 mistakes to avoid when choosing a digital signage provider

Getting the digital signage right can help businesses expand their reach. So, choosing a provider that can assist with content management and offering the right displays for the signage is important. Additionally, the right digital signage provider offers exceptional support. So, to choose such a service provider, one should carefully assess the services they offer, their responsiveness, and their plan for one’s business. Further, one should avoid the following mistakes while choosing a provider: 

1. Focusing on low costs
Of course, setting a budget and sticking to it is important. However, when choosing a digital signage provider, one should avoid letting price be the sole deciding factor. There are low-cost digital signage solutions available in the market, but one has to consider factors like do they provide end-to-end services that can help businesses reach their target audience in the most effective manner. Nevertheless, good digital signage solutions do not have to be costly. One can get in touch with manufacturers who are ready to work with a flexible payment plan. This can help you save money by eliminating the need to pay intermediaries.

2. Not defining objectives
Setting clear goals is one of the first things to do while planning a digital signage campaign. Clearly defining the objectives of the campaign is of utmost importance as this will help in communicating with the provider. This means they will know exactly how to help the business meet its goals. For instance, in the plan they share with digital signage providers, businesses can describe the target audience, the specific type of content they want for the signage, and the marketing goals they wish to achieve via the signage. 

3. Overlooking software and hardware compatibility
One should also ensure that the software and hardware (displays and mounting solutions) are compatible with each other before the campaign goes live. One can ask for trial runs to ensure the signage runs smoothly without hiccups.

4. Ignoring service needs
Digital signage is not limited to displays, it needs media players, mounting systems, software, support services, cabling, and other components to work. The right provider will offer end-to-end support and assist with acquiring all the equipment. When the campaign is running, businesses will need adequate support to gauge the effectiveness of the signage. Further, the signage could require tweaks and troubleshooting. The provider should be able to help the businesses get through any hiccups throughout the campaign and help resolve any issues that affect the functioning of the signage.

5. Overlooking permit and region-based assistance
Every region has its zoning laws in place that need to be complied with while putting up signages of all sorts. A digital signage provider will secure permits on behalf of the business. However, an end-to-end service provider should ideally offer location-based data to businesses. This information includes updated traffic count and real-time data on exposure so businesses can understand how visible their signage is. Based on these results, businesses can make decisions to continue with the digital signage or change their design or message to improve visibility. So, businesses should go with providers that offer additional data and assistance along with permits.

6. Not consider content management tools
Digital signage providers are also responsible for content management, which involves the use of software to design and deliver the brand message and interact with the audience. The right provider should work with user-friendly software that supports multiple formats and offers features like scheduling and data analytics to gauge content performance. The right content management system gives businesses and signage providers the option to create, program, share, and update content as and when required. This also makes digital signage a highly adaptable form of marketing, unlike static signs. So, it is important to consider the content management services a provider offers before signing up with them.

Additionally, one should choose a provider that gets all technical aspects right to maximize the visibility and effectiveness of the signage. For instance, the provider should get the placement as well as the angle of the signage right. So, the signage must be easy to view and read. Further, one should get the display size right. They can see if the provider offers enough hardware options to choose the best possible tools for the business. 

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6 mistakes small business startups must avoid

Starting a business of any size requires a whole lot of patience, effort, skill, and, of course, resources. Further, to make the investment of human and physical resources pay off, it is important to adopt the right practices and tread carefully in the initial stages of a startup. The process can involve a lot of trial and error, but here are a few major mistakes one can avoid while setting up a small business: 1. Skipping market research A clear understanding of the market and the target audience is a crucial aspect of starting and running a successful business. Before setting up a startup, one must have a proper knowledge of the segment that they are entering. They must know their target audience as well as competitors. One must also study their target audience in detail to understand their preferences and complaints regarding available products. Following thorough market research, they can develop new products or services and improve upon existing ideas to stand out. Further, entrepreneurs must understand their competitors’ approach to learn more about the market. Without such research, a startup may find it difficult to grow.  2. Not making a clear plan A clear plan for a startup is like laying a foundation for a building. To allow the structure to grow and become indestructible, the foundation has to be strong. So, when starting a business from scratch, one must begin by drafting a basic plan. This outline does not have to be complicated and extremely rigid. It only needs to be clear so that everyone involved knows the business objectives and strategy to meet these goals. The plan must make the following elements very clear: - The short-term and long-term goals of the business - The desired impact of products or services being offered - Growth and expansion strategy for the future Over time, as the startup grows, the plan can grow, too, gradually incorporating elements like cash flow planning, strategy for hiring and managing employees, inventory management plans, strategy for acquiring and retaining clients/customers, and so on. 3. Misallocation of funds For small startups and businesses, it is extremely important to spend money carefully. Entrepreneurs must identify the key aspects of their business that need more investment. Similarly, they must also identify unnecessary expenses that can be avoided in the initial stages. For instance, if a startup can function with its employees working remotely, the entrepreneur need not spend money to rent an office space. Instead, they can direct their funds toward things that would actually benefit their business, like providing better salaries to employees. 4. Undervaluing the product A big mistake that new startups must avoid when they are launching their product is undervaluing it. Entrepreneurs may be inclined to set low prices to seem better than their competitors. However, in the long run, this could impact the business negatively. For instance, a low-priced product may be perceived to be inferior in quality by the target audience. Additionally, if a startup prices its products or services too low, it may struggle to make profits or even meet its operational expenses. 5. Rushing the hiring process Building a workforce is a crucial step for startups. It helps one manage the operations and the clients better, which would eventually lead to the growth of the business. However, in the initial stages, it is better for a startup to delay hiring full-time employees as long as possible and instead opt for freelancers or part-timers. Also, when it is time for a startup to begin hiring full-time workers, it is important to be patient during the process. This is because each applicant’s skill level, experience, and other similar factors have to be carefully considered to determine if they are the right fit. This can influence the initial growth of the business. 6. Ignoring intellectual property rights For any business, the products or services are the most important assets. If the offering is something unique or self-created, one must protect it. One can do so by applying for relevant patents and copyrights. Besides its products, a small business startup must also protect its other intellectual properties (IP), like the name of its business, its tagline, trade secrets, and other creative inventions that contribute toward building the identity and USP of the business. Failing to protect intellectual property can expose business creations to theft and unauthorized use.

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7 online reputation management mistakes small businesses should avoid

In today's world, brand presence is a big part of any business's image. The internet has made it easy for brands and consumers to have an engaging relationship; at the same time, customers expect transparency from the brands they choose to buy. Essentially, it is as easy for one to compliment or criticize the brand. As a small business, here are some of the mistakes to avoid for online reputation management of the brand. Ignoring the complaints As mentioned above, it is easy for consumers to leave complaints or negative feedback on review websites or the brand's page for everyone to see. As a small business, it is important to not ignore any of these complaints and respond in a timely manner. There should be a proper structure or a guidebook that explains how to deal with such issues in the digital age to the relationship manager. Their response should be sensitive, and the customer should feel heard about their complaint. Approach them to have a one-on-one conversation and work towards finding a solution for the aggrieved party. Not being consistent The key to staying relevant is to stay active on online platforms for the brand. Experts suggest that you have to stay consistent with your message and always remain authentic to your brand’s communication and principles. Research suggests that the consumer needs six to eight touchpoints to lead to any kind of sale. This means that staying on top of brand communication is key to ensure that the user is not just interacting but also converting into actual buying customers. Posting fake reviews Research suggests that more than 90 percent of the users look at online reviews before they commit to a purchase. This means that testimonials are an important part for a business, especially a small business. However, always be sure not to post any fake reviews. Remember that the first year of building a brand is just trying to establish communication and this means spending of some capital. Find a balance and see how to build good reviews with the help of giveaways and other opportunities. Think about your budget as well, of course, but focus on getting authentic, genuine reviews from customers who have used and experienced the product first-hand. Taking customers for granted Customer satisfaction is crucial to the business and taking them for granted or their positive feedback for granted will never work well for the business. Think of how to keep the customers happy by giving them incentives for their trust and loyalty. A marketing specialist will be able to help with loyalty programs or other ideas that keep the customers engaged and make them feel like the brand genuinely cares for their support and voice. Not hiring the right team Online reputation management cannot be done as a job on the side for an existing employee. It requires a lot of dedication and some creative thinking as well. There are plenty of experts in the market who can help the brand with this need, so businesses need to hire someone who is sensitive to consumer demands, has good communication skills, and is well-versed with social media and its technology. The brand specialists can also help analyze any communication gap that may be witnessed in the brand's online reputation. Since they are directly speaking to the customer online, they may have better insights into what they need and how to work on solutions for brand management. Personal and professional distinction There are times when the brand’s page is run by the small business owners themselves. And while this is a great way to establish communication with your customers directly, it is also important to note certain things. It is crucial to find the distinction between your personal life and the brand’s life. Customers expect authenticity, but disclosing every aspect of the business may lead to confusing communication and the need for further clarification. Users are also very quick to hold small business owners accountable for their communication, so always be careful of what you say and share on social media. Neglecting SEO Make use of all the available marketing tools and knowledge that help you build your brand’s reputation online. SEO, or Search Engine Optimization, is a great tool to keep in mind. Following its rules allows for the business to be seen and heard through the crowd of brands that are available online, making it a crucial marketing tool.

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