A QR code is basically a barcode in a square shape. (Without
bars, ironically). It is scanned by a smartphone. It could direct someone to a
website, an image, a text message or, even, a phone number. (That’s totally up
to the QR code’s creator). For marketers, a QR code allows you to get
smartphone users to call you without forcing them to actually type in a phone
number or URL.
QR codes reduce friction.
They’re getting more popular. If you’re paying attention,
you are starting to see them on many business cards, print ads, online ads and
even on major Presidential candidates’ buses and brochures.
The majority of QR codes lead users to websites and coupons.
They can appear on websites, print ads, posters, buildings, buses, t-shirts, TV
(as Shakira says, ‘Whenever, Wherever’). If you can see something, you can put
a QR code on it.
How should your company use QR codes?
1) Direct your QR code to a phone number, specifically a
tracking phone number – Many companies direct QR codes to phone numbers. But
far fewer direct them to a tracking numbers. What’s the difference? Well, a
tracking number allows you to see how many people actually call your number
from your QR code. It basically tells you if your QR code is working or not.
This is number one on our list because LogMyCalls and Kall8
offers tracking numbers (we’re being honest). And, because someone can call you
directly just seconds after scanning the code. They go from seeing your code,
to scanning it, to talking to you on the phone in about 3 seconds.
That’s pretty immediate.
That’s pretty low friction.
That’s pretty awesome.
2) Direct your QR code to your Facebook page – This allows
for interaction. That’s good. Plus they aren’t expecting to hit your Facebook
page. They’re expecting a corporate website. If you send them to your Facebook
page (especially if that Facebook page has a coupon or offer of some sort),
they will be pleasantly surprised and likely to like your page.
3) Direct your QR code to a coupon – This gives the person
‘the goods’ immediately. It shows them that you mean business. You are serious
about winning them over.
Put a tracking number on the coupon. This will show you how
many people take the next step and tap that number on their smartphone screen.
This is big. You want them to call. And with a tracking number (again, that
LogMyCalls or Kall8 sells and tracks) you’ll be able to discover how many of
them are actually calling.
4) Send them to high quality/helpful content – Give them
something worthwhile immediately. If your QR code is marketed to a B2B crowd,
give them a free case study, article, White Paper or eBook, just for scanning
the code. This builds massive amounts of credibility. Make sure the content is
worthwhile and useful and they will be impressed.
5) Put the QR Code on your product labels, storefront or
website – This keeps the QR code constantly in front of your customers. Direct
the code to an additional offer, a tracking number, or a website that will
allow them to shop for similar products.
6) Use QR Codes in your direct mailer and email marketing
campaigns – This method is often overlooked by even the most tech savvy
companies. They have QR codes splashed on billboard ads, websites, t-shirts and
business cards and yet they forget to put them on their direct mailers and
email marketing campaigns. That’s silly. Put them there too. Direct these QR
codes to a tracking number or a coupon.
7.) Put the QR code on a company vehicle – instead of a “how’s
my driving?” give them a question pertaining to your business and ask them to
scan and answer. Of course you don’t want to come off as encouraging texting
and driving, but for the passengers, this is a fun easy way to get feedback.
You could even make it a game by making the QR codes different colors and
having them “collect them all” to unlock a coupon/prize.
Get creative. What ways are you currently using QR Codes? If
you’re not using them, what ways could you be? Let us know, let’s get some
brainstorming going!
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