Have you ever been at a restaurant, staring at a QR code on the table while trying to remember if you’ve ever used one before? You’re not alone.
QR codes have become about as common (and annoying) as seagulls by the ocean (If you live in San Diego, you feel my pain), yet many people are still scratching their heads over how to use them effectively.
In fact, they’ve been jokingly dubbed the “herpes of mobile technology.” They just keep sticking around despite some questionable management along the way. But fear not! Let’s untangle the mystery of these pixelated squares and explore how they can be beneficial when used correctly.
QR Codes: The Basin Wrench of Digital Tools
Imagine a basin wrench—an oddly shaped tool that seems useless for anything but a specific job. That’s what a QR code is like. If you don’t have the right situation, it might feel pointless (and it is). But when you need to direct someone on their phone, from something they read in print, to a complex link without overwhelming them, suddenly, that QR code becomes the perfect tool.
So, let’s break down the two golden rules for using QR codes effectively.
1. Directing to Complex Links
Let’s say you want to send potential customers to a detailed survey, a special promotion, or a PDF file filled with mouthwatering product details.
Imagine printing a long URL on a flyer: it’s an eyesore! Instead, you can use a QR code to take them directly to that page.
During the pandemic, restaurants used QR codes to link diners to digital menus. A quick scan saved them from trying to read whiteboards and trying to remember the special of the day on Wednesdays and kept things contactless.
Examples of When to Use a QR Code:
- Linking to a survey
- Promoting a limited-time offer
- Directing to a specific product page
- Sharing a complex URL that would look messy in print
2. Tracking Engagement
The second purpose of QR codes is all about tracking. Imagine you’ve placed ads in three different magazines. Wouldn’t knowing which publication brings in the most customers would be handy? With a unique QR code for each ad, you can effortlessly track how many people journeyed to your site from each magazine and every issue.
Tracking Essentials:
- Create a unique QR code for each advertising campaign (or anything your paying for)
- Use UTM tracking to monitor performance
- Analyze which ads drive the most traffic
Having distinct QR codes allows you to see which of your efforts are paying off, much like tracking the performance of each sales representative by giving them their own unique code to put on their sales materials and business cards, or even their company vehicles.
Common Missteps to Avoid
Now, let’s take a moment to highlight some pitfalls to steer clear of when it comes to QR codes:
- Using One QR Code for Everything: This is akin to having seven dogs (life goals) and naming them all Jeff. You lose the ability to keep track of all of them, and in the case of QR codes, where the traffic is coming from. Make sure each campaign has its own QR code!
- Creating QR Codes from Unreliable Services: If your QR code points to a service that goes out of business, you could find yourself with a dead link. This can be extremely costly after you’ve printed 10,000 business cards and wrapped a fleet of vehicles. Always double-check where your QR codes are linking.
- Printing QR Codes Without Purpose: If the QR code simply leads to your homepage, you’re missing the point. Instead, aim for targeted links that offer something valuable to your audience, AND to you!
- Putting QR Codes where they don’t belong: One mantra I always repeat is, “Try it as a user”. This means imagining yourself as a user and using whatever new toy you just created. For example, putting your QR code on your website or in your email signature would be downright pointless, but I see it all the time.
The Right Tools for the Job
To make the most of your QR codes, consider using reliable tracking and management services that take you to another link before going to the destination. This can be a very good thing for tracking and historical data.
For example, paid tools like Switchy can help you create subdomains for your QR codes, which means they’ll show something like “go.bobsplumbing.com” instead of a URL that isn’t yours. This keeps your branding intact while giving you the tracking capabilities you need. Also, tools like switchy will allow you to add pixels to your link, and even change the link after you’ve printed them.
For example, let’s say you’ve decided to direct your QR codes to your “Link In Bio” page because it has additional connections to all your tools, services, socials and promotions.
Great, that’s a good strategy, but what happens if you decide to switch your link in bio from one service to another, or create your own (hint, hint), well all of your QR codes are still going to that old location. With a tool like switchy (and there are lot’s more) you can keep the QR code, but have it go somewhere else.
My favorite FREE QR code generator
If you’re going to use a Free QR code generator, be sure to use one that is separate from any service. You want it to create a code that goes directly to your final destination no middleman. The advantage of this is it will always work. The disadvantage of this is you will be responsible for your tracking, and you can never change the destination.
For this purpose, I go straight to the pros at Adobe. Their free-to-use service allows you to create a permanent QR code that does not go anywhere before the destination, and you can customize it (the first time) as much as you like.
So, what should I put into my QR code?
The number one thing that you’re going to want to include in every QR code is UTM tags. When someone scans this, where are they? What did they scan? If you’re paying for the placement (like an ad), this is critical information.
Wrapping It Up
QR codes are here to stay, whether we like it or not, but they can be a valuable asset for your business when used correctly.
Remember, these handy little squares are meant for print materials and have two primary uses: directing to complex links and tracking engagement.
So, the next time you spot a QR code, don’t hesitate to scan it, or maybe just chuckle at it if you realize they used it incorrectly (trust me, they are everywhere)! Just make sure it’s leading you somewhere worthwhile.
And if you’re thinking about using QR codes in your marketing, remember to choose wisely, track diligently, and watch your efforts pay off.
