This month, Mobile Monday is dedicated to improving your QR code campaigns. Last time, we told you where to avoid putting your QR code. Assuming that you’ve picked out a placement strategy that won’t make its viewers cringe, it’s time to take a look at what that QR code will take your audience to.
Any sort of content you decide to link to with a QR code needs to be optimized for mobile viewing, provide immediate value, and include what step the scanner should take next.
Mobile Optimized Content
A recent Mashable article states that 10% of global Internet traffic, and more people will browse the web using mobile devices than PCs in the next year. Not having a mobile website won’t be an option for much longer. It’s not an option at all if you’re using QR codes to promote your website. (Click here to tweet this idea)
Never use a QR code to link to content that isn’t optimized for mobile viewing. Ever. If, for some reason, you cannot create an entire mobile website, at least try to create a mobile-optimized landing page for your QR code campaign. There are tools for doing this, some of which are mentioned in the Mashable article linked to above.
Provide Immediate Value
Why should this person seeing your QR code scan it right now? Does it make a different whether they consume this content now, while they’re on the go and probably busy, versus at home browsing the web on a computer or tablet? If it doesn’t make a huge different, you may want to rethink the content. Any QR code should provide immediate value to whoever is scanning it. (Click here to tweet this idea)
Immediate value can take many forms. A coupon or something to save the user money is an obvious value, but value doesn’t always mean money. You can use a QR code to link to your app’s download page if that app will be helpful in the immediate future. If you post special offers on your Facebook page for fans only, liking the page has value. Value can mean money, time, information, and more, depending on your business and your audience.
Examples of valuable content:
- An in-store QR code that links to an offer or coupon
- A QR code in an advertisement that saves your contact information into the scanner’s phone
- A QR code in an advertisement that gives direction to your place of business
- A link to a landing page on your mobile-optimized website
- A link to download your app
Include Next Steps
Marketing and advertising campaigns should always include a call-to-action, and QR codes are no different. Not only should there be a call to action to scan the QR code (i.e. Scan using a QR Scanner app to receive an exclusive coupon), but the content itself should contain an additional CTA. Include what you want the scanner to after scanning the QR code. A QR code is not a call-to-action by itself, it needs one to accompany it. (Click here to tweet this idea)
This makes it clear to the scanner what the point of the QR code is (even though it should already be apparent). It’s also helpful in case someone scans your code at one time but doesn’t actually look at the content until later. You don’t want them thinking, “This video is awesome, but I don’t remember who/what sent me to it.” The CTA included with the QR code should also explain what the code is, in case anyone doesn’t know what a QR code is.
Examples of CTAs to scan the QR code (explanation of QR code not included):
- Save 10% on your purchase today by scanning this QR code
- Scan this to ‘Like’ our Facebook page with exclusive offers, videos, and news
- Use this QR code to call and place your carryout order now
- Scan this QR code for more information about this product
- For a coupon: Show this screen to the cashier when you make today’s purchase
- For product information: Buy this product to (insert product’s use here)
Have you seen any great uses of QR codes recently? What were they? Tell us about them below in the comments!