Marketing and advertising pros have taken the lead in incorporating QR codes into mobile campaigns; however, these 3-D bar codes can be part of a PR pro’s arsenal as well.

For example, QR codes can help generate additional likes, followers, and impressions by bridging the gap between the physical and digital worlds.

Here is some advice to help PR incorporate and maximize QR codes:

Choose your platform carefully. Not all QR code generators are created equal, so make sure you find the one that’s best suited for your needs. Certain platforms offer free features, such as colored codes, analytics, and instant notifications; others focus on code generation. Think about what you'll need over time, and choose the generator that best fits your needs.

Incorporate calls to action. QR codes are most effective when they take users to a campaign-specific landing page that’s optimized for mobile viewing. That landing page should incorporate a clear call to action. Once someone arrives at your landing page, what do you want them to do? How can they stay connected with you beyond that one interaction? Make it easy for them to like, follow, or subscribe, and to become a part of the brand’s online network.

Encourage social engagement. Speaking of social media, a QR code scan can help users to “like” a page on Facebook, check in, or follow you on Twitter. QR codes can help cut out the additional steps normally needed to connect with you. Remember: The more user-friendly the experience, the more likely your audience will remain engaged.

Link to content that consumers care about. The PR team is often responsible for building and maintaining online relationships. As a result, you know what kinds of content resonate with the audience. Be sure this is reflected in a QR code campaign. A part of PR has always been about quality storytelling. That skill is much needed when developing smart mobile campaigns. Make an impact from the first scan to ensure that your audience will keep scanning in the future. Consider an offer they’re unlikely to refuse: Link to exclusive coupons and offers, recommendations for products or services, or free downloads.

Keep it simple. Even with mobile marketing, this rule still applies. Don’t make your code or campaign convoluted. Keep your content easy to access—and easier to act on.

If you’ve implemented a successful QR code campaign, what other advice would you offer to ensure its success?

As CEO of Hipscan, Bobby Marhamat aspires to revolutionize mobile marketing through QR Code adoption. Currently, he is in the process of expanding Hipscan's services to help businesses create mobile marketing tools. Connect with Bobby on Twitter.

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