A QR code (Quick-Response) is taking a traditional bar-code to a new level; that level is mobile. It is basically a two-dimensional bar-code that allows mobile smartphone users to obtain more information about a specific product or service. In marketing terms, it allows the user to further interact with the brand.
The mobile user needs to scan or take a picture of the code with their smartphone which is linked to more product information or allow a consumer to make a purchase.
While the debate continues about whether QR codes are a simply a fad or yet ANOTHER marketing channel to engage with the consumer, they seem to be popping up everywhere!
From marketing perspective, QR codes add a dynamic component to static forms of marketing (i.e. direct mail, print ad, billboards).
The key for small business owners is to use this interactive tool to deliver useful and relevant experiences to the consumer; it’s all about “content” …surprise!
If you are thinking about using QR-codes in your small business marketing plan, consider these 3-tips to help you improve your results.
1. Define an Objective
Before you begin to think about the “creative-side” (i.e. landing page, video), think about what you want to achieve when you ask the consumer to scan your QR-code. Do you want to increase subscriptions to your email list? Do you want them to purchase something? The last thing you want to do is just send them to your homepage.
The clearer you are about the purpose of your campaign, the easier it will be to discern whether your goals have been achieved.
2. Landing Page Optimization
QR-codes are for mobile devices so design a landing page that will load quick on a mobile device and allow the consumer to easily read what’s on the screen without having to constantly adjust the page or “slide” it around on their screens. Give them something new and dynamic. Don’t just send them to your homepage; it will be too busy and (possibly) too difficult to navigate on a mobile device screen. Create a seamless and simple interaction between them and your brand and you will see positive results.
3. Metrics
Conventional wisdom might lead you to believe that the number of scans per day is a good indicator of success. However, with QR-codes, you want to focus on the length of engagement time that your code is generating to determine success of the campaign.
If people are spending two to three (or more) minutes on a link, the campaign is a success. The power of a QR code is to transform the user experience from a “quick glance” to a “deep dive.” When users spend a lot of time on your QR site, it shows that you have developed something captivating — a brand worth the interaction.
Be Real. Grow your business.
Reality Business Consulting (RBC) (www.realityconsulting.ca) is a Toronto Web Design and Small Business Marketing Company that helps small businesses grow by designing profitable, creative and practical small business marketing plans and web marketing strategies, including WordPress small business website design. Having already successfully co-founded a technology and eCommerce company, as the principle of Reality Business Consulting, I understand the challenges and needs of a small business.
If you are searching for a professional and customer-focused small business marketing company with extensive work in marketing planning, WordPress small business website design, contact us for a “Reality Check”; a no-obligation, no-charge consultation.