Take Your Marketing To The Streets: A QR Code Primer
QR codes are powerful little marketing tools. These 2D barcodes
By Rebekah Henson October 28, 2011
QR codes are powerful little marketing tools. These 2D barcodes bridge the gap between the real world and mobile Internet, allowing customers to interact with your content in new ways.
We showed you how to build your email list offline with QR codes that link to your web form. Here are some best practices to keep in mind, along with some other ways that QR codes can supplement your email marketing.
Best Practice #1: Use For Offline Marketing
QR codes boil down to ease of use.
Through the magic of QR codes, consumers can interact with your brand in unexpected places. Mobile web means they can explore your content away from their home computer.
That’s why QR codes make the most sense in print – on billboards, stickers, fliers, signs, business cards, in magazines, anywhere people might see them on the go. The point is to drive them to your mobile site to make a purchase, join your mailing list, download a coupon, find out more about your business or something else that makes their interaction with you easy and enjoyable.
(via Web Design News)
Don’t use QR codes in place of a text link online. Do use QR codes in other venues when you want to give customers easy access to your information.
Best Practice #2: Make It Easy To Scan
QR codes possess a novelty factor that makes them fun to interact with. That also means that not every smartphone user is going to know what to do with your code.
Providing some quick instructions will help clueless customers engage with your content.
You should also consider your QR code’s density – the number of small dots your code contains. QR codes that contain a lot of data are denser and harder to read. If you’re linking to a long URL, use a link shortener to keep your code easily readable.
The more scannable, the better. Shorten links if you need to so your QR codes are less dense and easier to read.
Best Practice #3: Make Content Worth Scanning
Embrace the novelty of QR codes by offering something useful and fun.
EMarketer revealed in a recent study that most customers scan QR codes to access discounts and additional information about a product or service. The more valuable the information linked to your QR code, the more people will want to scan it.
You’ll also need a clear call to action. What are you offering? What happens when your code gets scanned? Where does it take your customers? What do you want them to do once they reach your landing page?
Put yourself in your customers’ shoes. If you were confronted with your code and call to action, would the offer compel you to reach for your phone, download an app and scan the code to view your content?
If the novelty of your QR code doesn’t get you excited enough to scan it, it won’t excite your customers either.
Make it worth your audience’s time to scan your code and reward them for their efforts.
Best Practice #4: Get Creative
QR codes let you engage your customers in fun, new ways. Charm your customers with some other creative uses like:
Wine fans can also check out related varieties and get more information about the winery on the landing page.
Embrace The Viral Potential
When used right, QR codes can bring your site more traffic and your email campaign more subscribers. They have a ton of creative potential even beyond the uses discussed here. And the fact that they’re new and a little mysterious can send your campaign viral with the right content. It’s all about the focus and the value.
What kind of fun, engaging content can you use to supplement your email marketing campaign?