Outdoor Advertising in the Digital Age: Combining Traditional Signage with Online Marketing Strategies

These days, it’s pretty common for companies to spend a majority of their marketing budgets on digital marketing. After all, that’s a great way to get people familiar with your brand, products, or services– and it can reach anyone worldwide.

While digital marketing is very important, you should be careful not to forget about the power of outdoor advertising. Outdoor signage, like billboards and building signs, remains a highly effective way to promote your brand and reach a wide local audience.

In fact, combining traditional signage techniques with digital marketing strategies can create a powerful marketing campaign that drives traffic to your business.

What should my building sign look like?

Your outdoor signage should be clear, easy to read, and memorable. Try to use bold, contrasting colors– within your brand guidelines, but with enough contrast to be accessible to people viewing your sign from a distance.

Keeping it simple is also very important. If you have too much information or visual clutter on your sign, people won’t be able to retain the information on it– and they might even forget your business’s name. 

How can I combine digital and outdoor advertising?

One great way to make your signage more interactive is to add QR codes or NFC tags to seamlessly lead customers to your website or social media pages.

This is an excellent way to maximize the benefits of digital marketing and the benefits of outdoor advertising!

How can I optimize my sign for today’s technology?

Including a QR code is a great way to let people find your website or social media by simply using their phones, but you should consider other ways to use their phones.

For example, many phones today can scan and extract text from a photo. You can use this to your advantage by including your company’s website or contact information in legible lettering on the sign– so that someone scanning the sign with their phone can easily reach your website.

Combine with online advertising

When you’re dealing with digital marketing, there’s a good chance that you’ve spent some time strategizing about the most effective marketing campaign– creating graphics or ads that work across multiple platforms.

Using outdoor marketing is just another way to expand your ad campaigns. This may not necessarily work with a building sign, but you can make it work with other types of outdoor advertising. Creating a set of visuals that’s consistent with your digital marketing materials will maximize the brand recognition you can expect from both types of marketing campaigns.

Digital displays

One of the best ways to combine outdoor and digital advertising is by using digital signage. Take advantage of the technological advancements made in the past few decades of outdoor sign design, and utilize motion graphics and even videos to help attract customers’ attention and get them to interact with your business.

Plus, one of the best things about digital signage is that once you’ve made the investment into placing a digital sign near your business, you can change its content as many times as you’d like with no additional cost. Any new products, logos, or brand graphics that you might develop can easily be added to a dynamic digital sign.

Work with the professionals

At Pinnacle Signs, we’re here to help you bring your business signage into 2023. As technology continues to advance and the importance of digital marketing continues to increase, it’s essential to find a way to combine outdoor “real-world” advertising with digital marketing.

If you’d like to brainstorm the best ways to market your business with signage, just give us a call today or reach out for a free quote!