Mobile & Direct Mail: Decipher the Code
4. Steady Flow
Keep customers and prospects advancing through the stages of the buying cycle by delivering interactive content via QR Codes. Start first by reviewing the steps prospects take to become customers, and the steps it will take to convert customers into even bigger brand loyalists. At each touch point in the engagement, use a QR Code to present content that helps to validate issues, uncover new needs, address any concerns and assuage any obstacles that could hinder a sale.
With current customers, use QR Codes effectively to push content that deepens relationships and, in turn, the customer lifetime value. Content should help reinforce the value of selecting your product/service, foster more brand loyalty, or cross-sell them to other products and services. With prospects, push content that helps them differentiate the product/service from competitors, or share satisfied customer stories and experiences.
5. Trackable Scans
One important—and often overlooked—aspect of QR Codes is they are trackable. So, when placing a QR Code on a marketing piece, it is important for marketers to keep tabs on the number of scans over the relevant lifetime of the piece. If results are not as strong as desired in a first effort, consider switching response tactics, or take a moment to see where content could be optimized.
And remember, not all content requires a link, so not all content requires a QR Code. Consider whether the means justifies the end. It is important to deliver content directly, rather than hinder a target audience with another step in the process of acquiring information. If there is valuable information such as proof points, testimonials or other influencing benefits that make the case, consider including those salient points within the communication piece.
Today's campaigns need to be more fluid and flexible to align with the audience's decision-making process, and not hinder growing interest or the desire to buy. Remember, the goal is not to secure scans but to drive richer audience engagement and, in turn, more sales and loyal customers.