7 Ways to Make QR Codes Work for Your Business

QR codes are barcode-looking symbols that appear on everything from signs to packaging. They are used by marketers as a way to engage consumers and make offline materials interactive. Lately, it seems they are showing up everywhere, yet many business owners execute this technology poorly, which provides little benefit to themselves or potential customers.

However, this doesn’t have to be the case – QR codes really can help your business. By following these five practices you can utilize this technology to its fullest and truly see an impact on your conversions.

1. Have a Plan

Like any good marketing campaign, implementing QR codes requires a solid research-based plan. Don’t just slap a QR code on your ads or packaging without first considering their real purpose (i.e. what do you want your business to get out of them?)

No matter your ultimate goal (increasing Facebook fans, making a sale, growing your email list, etc.), if you want to see it happen you must first have a general understanding of your target audience. You can do this by answering these questions:

• What types of people are most interested in your product or service?
• What types of places do they go, and where should you place your codes so they are noticeable?
• Is your audience tech savvy, or do they need instructions about how to utilize the codes?

Once you understand the people who are in your audience, you must figure out a way to motivate them to use your QR codes. People are busy and, unfortunately, are used to getting little in return for taking the time to scan codes. Thus, you have to convince them your code is worth the effort. The best way to do this is by offering some sort of incentive and advertising that reward beside your code. What you offer is entirely up to you, so get creative. Here are some suggestions to get you thinking:

• Coupons
• Contest Entry
• Free newsletter or eBook
• Videos
• Free mp3
• Join a discount club
• Exclusive access
• Chat with a customer service agent

2. Use Quality Codes

One of the things which makes QR codes so great is they are free for everyone to produce; however, the downside to this is there are plenty of free QR code generators which simply don’t work. So, be careful when selecting a generating program, and then test and retest (using multiple devices) your code to ensure it works.

Users who encounter non-functioning QR codes will immediately form a negative impression of your brand and may never attempt to scan one of your codes again. Besides just testing your codes, you can improve their performance by following these tips:

• Make your links shorter through a link-shortening program.
• If using colors, make sure they have a distinct contrast.
• Bigger QR codes are better (make yours at least 1” x 1”).
• Have a neutral area around the code (no patterns or graphics).
• Place codes on non-reflective materials.
• Ensure internet and cellular services are available where your codes are located.

3. Connect Your QR Code to a Mobile-Optimized Site

One of the worst things you can do is use your QR codes to direct people to a website that doesn’t display properly on mobile devices. After all, if users can’t suitably view your message then what is the point?

Although making sure your site is mobile-friendly is the most basic thing you should do, you’ll find you have much better results if you create a dedicated, mobile-optimized website designed specifically for smartphones, tablets, and other on-the-go gadgets. With such a site you can include features like tap to call links, tap to email links, Google maps, social sharing, and links to YouTube. These elements encourage action and improve consumer engagement.

There are many other strategies for creating an effective mobile sites (that’s a topic for another post), but essentially it should conform to the user’s situation and environment (on the move, looking for quick info, facing many distractions) and take advantage of mobile technology.

4. Use a QR Code Management System

Many QR code generating programs allow you to track the number of scans your codes receive, but recently, more services are offering comprehensive code managements systems which let you analyze all types of data, including where and what time your code was scanned and what type of device was used.

You can use this information to see which variables produce the best results and then adjust your campaign accordingly. Most of these analytic programs are new and still developing, but they are still worth using since some insight into customer behavior is better than none at all.

5. Backup Your QR Codes with a Smart Campaign

Even though QR codes are cool (at least to tech people), you shouldn’t consider them the crux of your marketing campaign – they are simply a tool to make things easier or better. In other words, masking an otherwise poor marketing campaign with innovative QR codes will not improve your bottom line.

Research the needs and wants of your customers and then try to find a unique way to meet those demands. Once you have that in place, you can devise creative ways to integrate QR codes to enhance your overall mission.

What are some of the most creative ways you’ve seen QR codes used?