Over the last decade, QR codes have done a disappearing act. Now you see them, now you don’t. Yet, just when you think they’re gone for good, they reappear.

Just this year, Snapchat released a new feature allowing advertisers to link to outside content using QR codes—launching the technology back into the spotlight.

In today’s post, we explore everything you need to know about QR codes as part of your B2B marketing strategy.

What is QR code marketing?

QR codes, or quick response codes, are square barcodes comprised of small black and white boxes. However, unlike regular barcodes, these small squares can store much larger amounts of information – including URLs – which can be accessed by scanning the code with a camera-enabled smartphone. Typically, once scanned, a QR code will redirect users to digital content through their phone’s web browser.

Since their first appearance, QR codes have been declared a “dead” media – meaning they’re no longer relevant. Yet, despite these claims, we still see them in use. Don’t believe us? When’s the last time you scanned another Snapchat user’s Snap Code? See, not so dead after all.

When used as part of your B2B marketing strategy, QR codes can put useful, relevant content in front of your prospects, instantaneously. Additionally, their online and offline capabilities are a fantastic way to create synergy between your print and digital campaigns.

To top it all off, QR codes are cost-effective and fairly simple to implement. Here’s how:

1. Find a QR code generator.

There are hundreds of QR code generators at your B2B’s disposal. When you select your QR generator, consider tracking & analytics, pricing, ease of use, custom branding features and most importantly, the types of content your QR code can link too.

Choose the vendor that will best suit your needs and help you reach your marketing goals.

2. Create your QR code.

Even though all QR codes have the same black and white color scheme, you can still have some fun with the design of your marketing collateral.

Once your design is finalized, it’s time to determine the behavior of your QR code. Consider the end goal of your campaign. For instance, if your goal is lead generation, consider directing your prospect to a landing page where they must provide their contact information to access your content.

3. Test, track and analyze!

There is nothing more embarrassing than planning an entire campaign around a QR code, only to find out your code generates an error message.

Save yourself the shame by thoroughly testing your code prior to campaign launch. Be sure to cover your bases and test your code with multiple different scanners.

Like any other marketing campaign, it’s important to track and analyze the results of your QR code campaign. These metrics will allow you to adjust, improve or even abandon your QR code strategy, to drive the most success.

4. Best use cases for QR code marketing.

Events: It can be a challenge to have meaningful conversations with each attendee at an event – especially when you’re fighting for their attention in a crowded exhibit hall. QR codes allow those who attend professional events to quickly and easily access more information about your company – on their own time.

Business cards: QR codes ease the often tedious process of manually entering contact information into a database – and can even eliminate human error.

Surveys: Looking for customer or prospect feedback? Use a QR code on your ‘Thank You’ page or handout material, that prospects can scan and be directed to a survey or poll. Easy access increases the chances of your prospects actually filling them out and providing you with the information you need.

Social media: Trying to build brand awareness or increase your social media presence? Use QR codes on printed materials to drive traffic directly to your social media profiles.

Contests: If you plan to run a contest or promotion, spread your reach with a QR code. Direct anyone who scans the code to contest rules or entry details.

Coupon codes or discounts: Everyone loves a good deal. Provide an incentive to scan your code with some sort of discount.

Final Thoughts on QR Code Marketing

To put it simply, we can’t promise QR codes will skyrocket your B2B marketing success. However, based off of their consistent “in and out again” pattern over the last decade, we can safely assume they aren’t going anywhere – for good, at least. Instead of ignoring their existence, consider testing out their capabilities. You may be pleasantly surprised!

Contact ZoomInfo today for more ways to boost your B2B marketing presence.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

Subscribe to the ZoomInfo blog.

B2B marketing, growth, sales and more.

    Related Content