Handling Your QR Code Marketing Successfully

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QR codes have become an important part of the success of your social media marketing campaign. There is a growing understanding that they are important. However, it is one thing to understand the importance and another to use them correctly.

Lately, QR codes have been getting some negative publicity. The reason for this is that some business people, although they are extremely knowledgeable in several aspects of business, are not so knowledgeable when it comes to using QR codes in their social media marketing campaign in a way that strengthens their business. It is truly a matter of education when it comes to using them appropriately and really leveraging them to their fullest potential.

QR codes, as independent entities, are tools.  You can think about them as doors to something else. The information that is beyond that door (the QR code) is what will cause a positive or a negative result. Sadly, there are many business people who don’t really understand how to use QR codes to their fullest potential. There are some mistakes that are commonly made and if you are able to avoid them, you will enjoy greater success in your business.

One thing that is important to remember is that since QR codes are usually scanned by mobile devices, the websites to which the mobile device owner is led must be optimized for viewing on mobile devices. If the QR code leads to a URL of a website that is not optimized for viewing on a mobile device, the purpose of the QR code has been defeated.

  • Always test the code: This one seems so simple yet many people forget to do it. Because of the fact that humans are not able to read a QR code by simply looking at it, it will need to be tested with a mobile device that will read it for you. The smartest thing to do is to test the code with a variety of different mobile devices just to make sure that it works. This should be done before you consider launching your campaign. Testing the code is a very easy way to identify problems. It is always a possibility that the person who designed the QR code made some sort of design error. Testing it will let you know that immediately.
  • Place the QR code strategically: If the code is not easily scannable, your campaign may not be a success. It is important to consider the strength of the reception that the mobile device will get based on where the code is placed. The easier you make it for your audience, the more likely they will be to connect with you based on that experience.
  • Always keep it simple: Complicated QR codes won’t do you any good. You should always be sure to use short URLs and try to avoid plain text because barcode scanners can’t extract the link from them. It is certainly not a possibility that the owner of the mobile device will be copying and pasting anything. The QR code should be thought of as a link that can be successfully picked up by any mobile device. If there is a lot of work (or any at all) involved, your audience members won’t bother. The last thing that you want or need is to have a QR code that causes errors or just doesn’t do what it is supposed to do.
  • Make sure that it takes them where it is supposed to: Make sure that your QR code leads to a proper, functioning website or other content that can be accessed and used. You can achieve this by either hiring someone to ensure that this will happen or building your own mobile website using a content management system.
  •  Always offer tremendous value: You will want to try to offer some sort of award or incentive to the people who are scanning your code. You can mix up the awards that you offer, depending on what you are trying to highlight. Whatever you do offer, you need to make sure that it is exciting and holds the interest of other people. Be sure to include a call-to-action and guarantee that you offer at least one of the following:
    • Free downloads that will be of interest
    • Time-sensitive access
    • A contest where they can instantly win something
    • Special gifts, coupons, or other offers
    • Exclusive information that is not shared with many people

Conclusion

It is excellent if you can put yourself in the shoes of the other person when considering how you want to present your QR code and your offerings behind it. If you ask yourself if you would be happy to be the recipient of what you are offering to others, you are offering the right thing and your business will enjoy the benefits of that. QR codes are an excellent and effective tool for your business. If you aren’t sure whether they will work for your business, give them a try. You have absolutely nothing to lose and everything to gain. Ultimately, QR codes are about communication in a form that may be different than what you are used to. It is another tool that will help you to build relationships with your customers and enhance your business.

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Author

  • Michael Cohn

    Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has decades of experience in IT and web technologies. Michael founded CompuKol Communications to help small businesses and entrepreneurs increase their visibility and reputation. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

11 Responses

  1. Cindy Rack says:

    I like your writing style.  Very clear and to the point.  Good information on Best Practices using QR Codes in Advertising.

  2. Head Honcho says:

    "…build relationships with your customers and enhance your business…"
    Nice note Michael, we continue to monitor good, bad, and the ugly QR code use.  Most recently we visited Sheraton, which is now part of the Starwood Hotels & Resorts Worldwide, Inc.; here we found the QR code being used.  With your room access cards, guest receive a small card with the QR code / access to earn triple Starpoints® when you register online.  It's here you have the opportunity to go scan the QR code to register.
    Several weeks back we posted an article with photos showing how Cici's Pizza used the QR code for prizes.  There are a few samples of QR code use that can help readers fine examine how the top brands are using QR codes to communicate.

  3. Elizabeth says:

    I just added a QR code to my website and the back of my business cards. Since I'm a freelance writer, I want to get people to my site quickly to view my samples and I want to meet with them to discuss what I can offer. The QR code takes them to a special page that gives them a free consultation and a chance to view my work online, easily, without having to remember complex or lengthy URLs. Also, I'm hoping my clients are curious about integrating this kind of technology into their own PR plans, so I feel it's a great way to attract the kind of client I want to work for. Win-win!

  4. Kathy Condon says:

    I appreciate the way you spelled out the information for the QR. It is interesting people are talking about it since it starting to show up in many places. One wonders though how many people will take your step-by-step advice to make sure it is effective. AND there are still an awful lot of people without a smartphone etc.

  5. Jennifer says:

     

    Via LinkedIn Groups

    Group: Social Media Marketing Mavens
    Discussion: Handling Your QR Code Marketing Successfully

    Great article. I'm starting to like QR codes more and more everyday. Love putting them on business cards. Direct them to your website, LinkedIn profile, your resume, a video, etc. 
    Posted by Jennifer

  6. Gerry Z. says:

     

    Via LinkedIn Groups

    Group: eMarketing Association Network
    Discussion: Handling Your QR Code Marketing Successfully

    Michael………….. this is all true…………. we here at the QR MEGAMALL also want people to use the codes the proper way. We find however, that many companies are doing this in-house because the think they know what they are doing…………..There seems to be alot of self-service because people THINK they know everything. The bottom line is that you can't wear all the hats and even if you did, you aren't perfect. 

    Gerry Z.
    ZIELINSKI and PARTNERS

    612-834-4477 
    Posted by Gerald

  7. Andrew Gossen says:

    Michael,

    Nice article. For your section on value, I'd add "Something that is contextually relevant." When the QR code is attached to a fixed object, that's a chance to deliver high-value content that is important at that particular location. It could be an incentive; it could be interesting information — there's lots of room for creativity here.

  8. Michelle Shaeffer says:

    Good tips.  I haven't ventured into including a QR code yet so this is helpful to make sure I incorporate them smartly the first time around.  Thanks!

  9. Adam says:

     

    Via LinkedIn Groups

    Group: Social Media & Community 2.0
    Discussion: Handling Your QR Code Marketing Successfully

    Nice share, Michael. I've been a little turned off by QR codes because the ones I've scanned simply lead me to a website with no added value. I like that the author of this post claims that you should offer some benefit to scanning the code, such as a free download, a coupon, or other special access. Otherwise, what's the point of the code? You might as well just place your website's address in its place.
    Posted by Adam

  10. Kevin says:

    Be careful where your media buyer is placing your ads with QR codes. I saw one last week at a lightrail station here in Minneapolis situated across the tracks so I would have had to stand on the tracks to scan it.

  11. Harry says:

    I am not sure if this has already been mentioned, but part of the testing before initiating would reveal issues like directing QR codes to flash content which will not show up on certain devices.