The Seven Deadly Sins of QR Codes – Part 2

Last week we covered the first 3 of The Seven Deadly Sins of QR Codes.  If you did not get to read part one, you may do so by clicking here.  This week we cover the remainder.  We hope you find this a useful guide in how to better leverage this technology for your business.

QR Codes Deadly Sin #4 – Not Telling People What to Expect

By not indicating what is waiting for someone at the other end of the rainbow, you reduce the click rate of potential users.  This can be attributed to time being extremely precious, but two other factors play a major role in this.  One is the potential threat of viruses.  You did read that right…  Mistakenly thought to be impervious to viruses, evil doers have recently exploited technology to turn your smart phone into a 1/2 lb brick.  QR codes have proven an efficient way to do this by covering up banner ad QR codes with stickers.  People are more hesitant to scan unless they know where they are going after the click.  Indicating a destination that is tied to your industry can lead to more clicks by showing it to be legitimate.  Second is the ever looming threat of exceeding data plans.  Newer smart phone users no longer have access to unlimited data with mainstream providers like AT&T and Verizon.  This is such a problem that there are apps out there now that exist solely for monitoring your bandwidth usage.  Clicking on a QR now means wasted money for the end user, which leads me to our next sin…

QR Codes

QR Codes Deadly Sin #5 – Not Providing a Click Incentive

Because of bandwidth limits, users must be choosy when it comes to browsing.  Providing a page that allows access to coupons, money saving tips, special offers, etc. will show a higher click rate.  People always need items that will save them time and money.  If you provide a truly good offer, people will follow.  They may even share this with others if you don’t commit the next sin.

QR Codes Deadly Sin #6 – Not Incorporating Social Media

In these days of Social Media, things can go from obscure to viral in a matter of hours.  If you are providing a killer incentive for users to click, you should also make it easy for the user to share.  This doesn’t do much for the user except to let them blather on about the next cool thing they found.  It does a world of good for you though.  Magazines, marketing materials, billboards, etc. all have limited traffic and circulation.  Social Media is the new “Word of Mouth” and needs to be utilized to the fullest.

QR Codes Deadly Sin #7 – Not Capturing User Data

As referenced in the first part of this article, a click on a QR code will give you an IP address and that’s it.  Unless you are the Federal Government, finding a way to trace this back to the details of the end user can be problematic… and illegal too!  Give people a way to provide information to you in exchange for that “killer offer”.  This can be done with simple name and email/mobile number boxes.  Don’t require too much information as typing on smart phones can be a chore.  Just get enough so that you can market to your audience in other ways such as email or text messaging.  Another option is capturing information from the user by driving them to log in using Facebook, Google Plus, etc.  Not capturing information only allows you to engage the end user in the moment and may not lead to future business.

I hope you have enjoyed the article.  If I had to come up with an 8th deadly sin, it would be NOT USING QR CODES.  Leveraging this technology properly can be an extremely successful and cost effective way to promote your business.  If you’re not sure how to get started, consult an expert.  Now you may be part of the DIY crowd, but consulting with someone who has made all the mistakes first and learned the technology will be a much faster path to success.  My last tip?  Get out there and start clicking people!

As an integrated marketing company, Print Tech has been providing marketing services for over 30 years.  If your lead generation is in need of a boost, give us a call and see how we can make your marketing sizzle!
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