Digital signage is all around us in the modern world. We’ve all glanced at screens promoting offers and new products in various stores or cast quick glances at arrival and departure times at airports. Most of us have taken long and thoughtful glances at our choice fast-food menus or ordered goods from digital kiosks. We’ve experienced countless similar interactions, and because of them, we all understand digital signage, implicitly at least.

Since it’s so integrated into almost all facets of modern life and business, it’s no wonder then that the global digital signage market will reach $16.3 billion in 2021 and $27.8 billion by 2026. These staggering numbers indicate an industry with rapid growth and an enormous potential for companies.

But what exactly does digital signage mean for businesses? Put simply, it’s a modern, digital solution for information distribution. By using content management software (CMS), you can spread information across numerous screens and possibly multiple locations from a centrally controlled platform. This means that digital signage is a platform that delivers choice and timely information to employees, customers and partners.

There are many possible ways to utilize such a platform depending on the nature of a business. There are many benefits to any enterprise. However, this guide focuses on the ways digital signage can improve the business of your law firm. Below are three key aspects you need to consider before you can decide on your digital signage strategy.

Set the goals of your digital signage

The very nature of digital signage is versatility. Information can be shared on only one screen in a single office or can be broadcasted to an expansive display network. Schedule management can be provided to your employees, welcoming and helpful messages directed to clients, or data-packed presentations can be shared for partners during meetings. 

Because of all the possibilities, it is crucial for you to determine what you hope to achieve with digital signage. Without having a clear goal, you’re in danger of creating a strategy of mixed messages that fails on all fronts. To establish a coherent strategy, you need to consider the following:

• What form of content will you display – videos, images, audio, etc.

• What will this content be used for – customer or employee information, or a mix of both

• Where will the content be displayed – reception area, conference rooms, offices, etc.

• What the ultimate goals is – improve customer service, establish and boost trust, etc.

  
  

Consider your audience

Before you can establish a digital signage strategy, you need to consider your audience. Without stepping into their shoes, you’re at risk of creating a uniform strategy that will fail to deliver the intended message. This is why you need to consider what your audience wishes to see and what kind of message you want to relay.

Consider, for instance, that your intended audience are your clients. Here is a list of messages that can be displayed to them:

• Information about your firm and services – including special offers and packages

• Biographies of your partners and staff – including specializations

• Welcoming messages – which can be customized and personalized for every client

• Customer testimonials – an excellent way to establish trust

• A showcase of recent awards and accomplishments – invokes confidence

  
  

Of course, all of these messages are commercial digital signage and turned towards your clients. But, digital signage can be used to relay information to your employees as well:

• Scheduling app or tool of your choice – helps employees keep track of meetings

• Law-related information, including recent laws – promotes learning

• Presentations and lectures – intended for online calls, briefs, meetings and conferences

  
  

These lists are far from complete, of course. They are meant to demonstrate the power of digital signage and spark your imagination, letting you create your own ideas of possible applications.

Simplicity is key

One of the main pillars of every efficient and successful digital signage strategy is simplicity. Even in the planning phase, it is prudent to start small then scale up. Once you’ve established the goals of your digital signage and considered your intended audience, you need to create a clear business plan. In more practical terms, only when you establish your first CMS platform, create and display your first content and feel comfortable maintaining and updating your network can you think about expansion.

Final thoughts

The intent of this quick guide was to provide a brief introduction to digital signage, then list advantages to a law firm, and finally inspire you to think of all possible applications. As a content delivery platform, digital signage comes with a wide variety of benefits:

• Cost-efficiency – once the network is set up, changes and updates to content require no additional cost

• Informative – provides relevant content to your intended audience, useful for communication with employees or clients

• Effectiveness – centrally-controlled CMS platforms provide an easy tool to update all your content

• Branding – digital signage is a platform to establish and build your firm’s brand and promote your values

Technology is transforming pretty much every industry, and digital signage is one of the most pervasive and obvious examples. Law firms could definitely benefit from introducing it and making their operations more efficient.