Sky's the Limit for How B2B Firms Can Use QR Codes Effectively

QR codes, or quick response codes, are basically 2D bar codes that may be decoded using your smartphone with a QR code reader.  For a while I couldn’t figure out the hype behind the QR code.  Maybe it makes us reminiscent of the childhood excitement of cereal box prizes.  I used to beg for a certain box just based on the prize inside.  But just like the cereal box prizes, many of the QR code destinations disappoint.   I still see them everywhere in the B2C market, but who is going to the trouble of clicking on a Doritos QR code to go to their web site just to see more promotional material?  Seems like a lot of trouble for little reward.

I see some better value to be offered in the B2B service market.  In a consumer product market, you can most likely only deliver instant gratification.  In B2B services, you can offer real value and possibly build relationships.  Sure, using QR codes is new and seems pretty tech savvy and innovative, but firms need to give some real thought before plowing ahead to jump on the bandwagon. 

Before you get started:

• Give serious thought to your audience.  What would your prospects find valuable and/or entertaining?
• Be sure to give instructions and let prospects know what the QR code will link to. 
• Remember, the QR codes will be used by smartphones most likely, so make sure it’s smartphone friendly across all platforms. 
• Make your URL short by using a service like Bit.ly or Google URL shortener.

How does it work?

Most smartphones sold now today come with a QR reader already installed, if not, you can get one from the app store (the free one for iPhone is by TapMedia, Ltd.).  After your reader is installed, fire up the app to simply snap a picture of the QR code (it takes a steady hand).  The URL will open in your browser, in about 30 seconds.

Getting started:

The best thing about the QR code is that you can generate them free, online, ready to embed in printed or online material.  You can link to a URL, a social media profile, a map, or simply an image.  Check out the QR code generator BeQRious to try out creating your own.

Some smart ways that B2B service firms can use QR codes:

QR Codes on your business cards or letterhead.  You can let prospects view additional information to make a stronger, more personal connection.

• A video introduction.  Especially if you are in a service profession, a personal connection is key to building a trusting relationship. 
• Your V-Card. 
• Your social media profiles. I’ve always been leery of adding a URL to printed material that someone has to then type in.  If you save them a step, you will likely get a higher response rate.
• Directions to your office.

QR Codes on a promotional postcard or advertisement.  In both cases it’s best to use a few impactful words, however, QR codes let you add in as much multi-media information as you want in flexible formats for a more in-depth message. 

• A short webinar-type tutorial. Short is key, people are using their smartphones—they are on the go. 
• A relevant blog post.
• A calendar of events or registration page.

With more and more people accessing the Web on the go, as long as you have creative and dynamic materials to access, QR codes may just be here to stay for awhile.