Yep, it’s Totally FREE
You have seen them and perhaps even scanned them. You know, QR codes and Microsoft tags.
The novelty of them has worn off and you would think that as adoption has increased, the correct use of this marketing tactic would improve.
Well just like all things in marketing, even mediocre use will look good due to the number of bad implementations of QR codes or Microsoft tags.
So I wrote the eBook for free distribution. I ask that you read it and share it with others. Nothing more. Click on the book cover to access the eBook or copy the URL http://bit.ly/OnQrcode to your browser.
While not a topic for this post, I just wanted to add that giving something away for FREE with no strings attached may not seem like a tactic within Inbound Marketing or Lead Generation, but it is. On the last page of the eBook is an offer for a Web site analysis, which is something I do. There I need information that starts the process of creating a lead and then other steps are involved in qualifying the prospect. This is a topic for another post.
You need to be measuring the effectiveness of your code/tag. That is to say how many times has it been scanned. I use Bit.ly to build a URL that I could create a code. Bit.ly allows me to create a campaign that racks use of the code and opens of the shortened link over time. You can also use Google Analytics to measure page views of the landing page, but that might take a bit more skill than most small business owners have time for.
Microsoft tags has analytics is built into their system. This is a great tool for those people that are not tech savvy. Just remember that MS tag use is outpaced by QR codes 3 to 1. People may not have a tag reader on their mobile device. Always include not only a URL to the landing page so people can enter it into a mobile browser window, or for later use on their computer. I also include a URL to a code reader or to the MS tag reader.
You would be surprised at the number of people that do not realize they need a separate code reader in order to scan a QR code or MS tag. I have seen people hold up their smartphones to a code and take a picture of it with their smartphone camera. Son;t assume your prospect knows how to use a code.
I thought this Sheldon Comic that ran on June 28, 2012, was funny and very appropriate. Too many times the use of this tactic is not well thought out in the overall design of the marketing piece. Couple this with where it takes the prospect that is scanning the code – more than likely not to a mobile friendly web page – and you have a recipe for poor implementation. You can click on the cartoon to take you to the comic on the Sheldon web site.
I think the biggest thing I have run across is being taken to a web site that is not mobile optimized or a landing page that is a form that has 10 fields to fill out.
When I spotted the QR code at a local Famous Dave’s for their P.I.G. (Pretty Important Guest) club, I scanned it and the resulting mobile friendly page was a form with 3 fields. Easy to see and fill out. I received a follow-up email requesting more information. Now this email I clicked the link while on my PC. I did not get it until after I arrived home. I never thought of checking my email on my phone to see what the result might have been.
If I can leave you with anything here are a few points:
- Make the landing page for your code or tag MOBILE – FRIENDLY.
- TEST, TEST, and TEST the code. Scan it on multiple devices; iPhone, iPod, Android Phones, tablets, Windows Mobile, Blackberries, whatever…
- Design the marketing piece so as to incorporate the code in the overall design of the piece.
- Include links or instructions to code readers for your prospect.
- Include a shortened link so people can enter it manually should they not have a code reader.
I put other best uses in the eBook.
Now there are other tactics that need to be included in using a WR code or MS tag. The number of possible uses all depends upon your specific needs so I cannot cover them here.
Feel free to comment and let me know what you think of the eBook or this post and if you have any other suggestions.