With all the talk about digital marketing, you would think that it was the be-all and end-all of business advertising. That, however, is far from the truth. While conversations about SEO, search engine rankings, and PPC might be trendy right now, it doesn’t tell the full story. Physical signage is still incredibly critical to the success of your business.
Local businesses stand to gain most from signage. The more that they can capture the attention of passing trade, the more successful they will be in the long term.
Creating quality signage, however, is a challenge. You need something that looks authentic but, at the same time, captures the attention of your target audience. It’s a tricky balance.
What’s more, local regulations often put limitations on the types of signs that you can even use for your business, increasing the difficulty immensely.
With that said, physical signage offers a lot of benefits that are often overlooked. Take a look at the following:
Google and other search engines have a very clever PPC model. They promise never to charge you a penny so long as your target audience doesn’t click your ad. In other words, you only pay when the search engine or social media network generates a lead for you.
It sounds like a great idea in principle, but when you think about it in practice, it doesn’t make a lot of sense. No other form of advertising makes you pay every time a customer shows an interest in your brand. Isn’t that an expensive way of doing things?
Signage is different. You don’t pay extra for each new impression. Eyeballs on your sign are mostly free after you create it, allowing you to generate significant returns on investment in a short amount of time.
You Can Put It In A Prominent Location
Some of the most successful companies recognize the value of strategically placing signage to direct customers to their business. Restaurants, for instance, will often provide directions to their establishments in the form of signage on public roads. For example, “300 yards on the left.”
With double-sided sticky tape from sites like https://eurotechdisplays.com.au/product/double-sided-tape/mightytack-double-sided-tape/, you can do something similar. Placing your signs strategically in your local environment can massively boost the quantity of passing trade that you receive.
Multiple signs are an excellent tool for “warming people up.” You want to plant the idea in your customers’ heads that they should shop with you before they actually arrive at your physical establishment. It gives them a chance to think about whether they should stop by or continue moving on. They don’t have to make an immediate decision when they get to your front door.
It Differentiates You From Your Competitors
Finally, excellent signage is a great tool that you can use to differentiate yourself from your competitors. The better your signage, the more chance you have of attracting customers, according to https://ceoworld.biz/2019/03/30/the-importance-of-communicating-your-brand-through-your-signage/.
How will you use signage in your business?