Should you consider using QR codes for your business?
By Amy Hoppenrath
If you have recently skimmed a magazine or a publication, you may have noticed odd little bar code boxes, called “QR” codes, lurking on the pages. QR codes are similar to the bar codes used by retailers to track inventory and price products at the point of sale. The key difference between the two is the amount of data they can hold or share. QR codes can be scanned with a smart phone to provide a link to a website or other information. To scan them, smart phone owners must download a QR code application.
Invented in Japan by Denso Wave, a subsidiary of Toyota, QR codes have been widely used for well over a decade in other countries (Denso made the decision not to trademark this nifty tool to allow for widespread usage).
We originally brushed off the QR craze as just another gimmick, convincing ourselves that it’s really a super tool for the business to consumer trade, not the traditional B2B market. Then, our clients started talking about them and we had to admit, we could be wrong!
As with any other technology tool, the key to QR codes is to understand how to use them. We see QR codes as a way to quickly engage people with your company, while also bridging the gap between traditional and digital marketing.
Skeptics aside, many accountants, lawyers and other professionals are embracing QR codes by printing them on business cards, brochures, advertisements, tradeshow booths and including them on websites. Here are a few tips to think about if you’re considering using QR codes.
How to Use Them
Why do you want to use QR codes? What action do you want a visitor to take? A law firm we know is going to include them on business cards so the attorney’s V-card can be easily downloaded. Another firm is using QR codes to drive traffic to a white paper on its website. What is the business use for you? Be sure you communicate the value of using these codes to your internal audience.
Craft Your Message Carefully
The message you create should align with your business objectives. For example, if an accounting firm posts a year-end tax update whitepaper on its website, it might want to consider creating a QR code linked to a landing page on the tax services page.
How to Get a QR Code
Obtaining QR codes can be a do it yourself project, you do not need a programmer or other technical expert to do it. There are good code generator sites where you can create your own code. We suggest www.i-nigma.com/CreateBarcodes.html.
Track, Track, Track
New technologies can be a lot of fun, but also a drain on resources. If you are serious about using QR codes for your business, find a code generator that also provides you with analytics so you know the value and return on the investment of resources.
Give It a Try
If you’ve never scanned a QR code, give it a try now. Scan the QR code below to download our white paper: The Expertise Perspective: Get Known for What You Know.
Amy Hoppenrath is principal of AccelerAction, the only agency in Kansas City dedicated to fueling successful professional services firms by creating powerful branding messages, developing strategic lead generation campaigns and driving business development programs. www.acceleraction.com.
