QR Code Best Practices for B2B Marketers

In the past couple of months I have received requests from several of my clients about the best way to utilize QR codes. No doubt, QR codes are growing in popularity. According to the latest U.S. statistics published by ComScore, an estimated 14.5 million QR codes were scanned in June 2011. More than a third of those who interacted with the QR codes make over $100,000 per year, a demographic closely associated with business decision makers. With QR code usage on the rise, B2B marketers must adhere to best practices to make the experience relevant and rewarding rather than just rushing into the latest marketing fad.

Business owners or decision makers looking for a considered product or service have a need for education. They want products and services that will help them grow their business. They often base a buying decision on their business goals, vendor relationships and trust. QR codes paired with educational content help to build awareness and trust. A QR code suggests there is something of value for me if I go to the trouble of taking out my phone and scanning it. QR codes that waste the time of a business buyer will be detrimental to a trusted relationship.

B2B QR Code Best Practices

1. It is all about content.

QR codes are real-world links, so be creative and thoughtful about when and where you use them. Create an experience that your customers or prospects will not forget. Deliver content to customers or prospects that is worth the time it takes them to scan the code. The novelty of the QR code has already passed, so if you don’t have compelling, unique and useful content to deliver, don’t use a QR code simply as an engagement device. Using a QR code to simply drive a user to your website could have a negative impact on your brand. A highly engaging experience will set you apart.

Some of the best examples we have seen for delivering relevant content via a QR code include:

• Delivering bite-sized information on products or services – QR codes on catalogs and direct mail pieces can provide quick (less than three minutes) instructional videos or product specifications.
• Gathering opinions – QR codes can be used to provide a link to a simple one- to three-question survey of your prospects or customers.
• Fast-tracking the path to sales or service – QR codes can be set up to dial in directly to sales or service representatives to provide quick and easy answers to customer or prospect questions.
• Delivering personal video messages from your CEO, product managers or engineers to reinforce brand or product messaging.
• Enhancing event and tradeshow marketing with QR codes leading to information about speakers and conference sessions.
• Linking to your Facebook or LinkedIn pages to encourage customer engagement.
• Delivering a promotional offer – QR codes linked to mobile coupons are part of the bigger trend of digital coupons, which may be a viable strategy for the small business market.
• Personalizing messages by combining QR codes with a pURL.

2. Capture leads.

In the rush to utilize the latest technology, I see many companies forgetting that lead generation is their primary goal. Be sure that you have a lead capture component to any type of content you are delivering. This could be as simple as providing an opt-in to ongoing communication.

3. Have a strong call to action.

We are stating the obvious, but time and again, we see a QR code slapped on a printed piece without any message telling someone why they should scan it. We are past the days where QR codes are a novelty and worth pulling out your phone just to see what’s there. Put a message next to the barcode that tells someone why they should scan it. For instance, “Scan for 5 tips” or “Scan to see how it works.” Give them a reason to scan and make it a good one.

4. Grab their attention.

Print your QR code in a highly visible location and make it big enough to read. Since it is an extension of your printed piece, the QR code should be placed near the content it is meant to reinforce. Also, keep in mind that the more content contained inside the QR code, the more complicated the QR code will be. The more complicated the QR code, the harder it will be for smartphones to read. If your QR code links to contact info, only put what's absolutely necessary. If your QR code links to a website, make sure the URL is as short as possible.

5. Make it easy to share.

Your goal should be to make something engaging and to create a unique experience that people will want to share. Make sure that the Twitter/Facebook share icons are the mobile-friendly share icons to ensure that your customers have the best experience.

6. Track your success.

If you are a B2B marketer, you will undoubtedly be interested in seeing if your efforts are generating interest – and potential leads. Set up tracking see how many people scanned your code. This requires a platform that lets you measure all aspects of your campaign and provides actionable reporting to allow you to optimize your efforts quickly. Of course, if the content you are sharing is valuable, businesses will share it with other business owners or colleagues on Twitter or Facebook, so the first generation tracking information is just part of the total story. Through QR codes, we can tell where a customer came from and what they do next.

7. Make it mobile-friendly.

QR codes are just the first step in customer engagement. There is nothing more irritating than scanning a QR code and being directed to a website that is not optimized for viewing on a smartphone. Images, navigation, content and video should all be optimized for the small screen and mobile broadband constraints. Video must be delivered encoded for the device that scans it. Web apps or web pages must be optimized for all possible devices as well. And, be sure to make your content bite-sized. Mobile users are looking for quick bits of information.