How to Use QR Codes in Your Marketing

QR codes have been around since the 1990s, but their use has exploded in recent years, becoming an essential tool for businesses looking to streamline customer interactions. From restaurant menus to product packaging and event sign-ins, QR codes provide a fast and convenient way to streamline operations. Their ability to bridge the gap between physical and online experiences makes them an invaluable resource for businesses of all sizes.

As a small business owner, you may be wondering: Are there any disadvantages to using QR codes? How do I use them properly to maximize their benefits?

The short answer? There aren’t really any disadvantages—except when QR codes aren’t used properly. When used correctly, they streamline the user experience, making it easier for customers to take action. However, when used poorly, they can confuse or even frustrate potential customers.

While QR codes can be used to streamline other aspects of the customer journey, in this article, we’ll cover how to use QR codes effectively in your marketing while avoiding some common mistakes.

1. What QR Codes Are Really For

At their core, QR codes exist to simplify a process—not complicate it. They reduce friction by allowing users to scan a code instead of manually typing in a web address or searching for information.

A great example is how streaming services use QR codes for login. Instead of tediously entering your email and password using a remote, you’re given two options:

• Manually enter your login information
• Scan a QR code on your phone to sign in instantly

The QR code option is faster and easier. But notice how they still give you context and an alternative. The same principle applies in marketing.

2. How to Use QR Codes Effectively in Marketing

To make QR codes useful instead of confusing, follow these best practices:

Always Provide Context

A QR code with no explanation is a missed opportunity. Users need to know why they should scan it and what’s in it for them. For example:

✅ Good Example: “Scan the QR code to access exclusive home-buying tips.”

❌ Bad Example: A lone QR code floating on a flyer with no explanation.

Pair Them With a Web Address

Not everyone is comfortable scanning QR codes. By including the web address, you reinforce the purpose of the QR code and offer an alternative. This builds trust and gives users control over how they access your content. Additionally, people aren’t always using their phones when they come across your marketing material. Some may prefer to check it out later on their desktop. If you only provide a QR code, you could be excluding a portion of your audience who prefer or need to engage with your content in a different way.

✅ Good Example: “Learn more about “XYZ” by visiting our website (yourwebsite.com) or by scanning the QR code with your phone’s camera.”

❌ Bad Example: A QR code with no backup URL, leaving those who can’t or won’t scan it in the dark.

Make Sure Your QR Code Links to a Mobile-Friendly Page

Since QR codes are meant to be scanned with cell phones, the destination page must be optimized for mobile viewing. Slow-loading pages or desktop-only designs will frustrate users and reduce engagement. A good mobile experience goes a long way!

3. Common QR Code Mistakes to Avoid

Even well-intentioned QR codes can backfire if they’re implemented poorly. Here are some pitfalls to steer clear of:

❌ No Explanation – If users don’t know what they’re scanning, they probably won’t.

❌ Poor Placement – A QR code on a moving vehicle or hard-to-reach spot isn’t practical.

❌ Broken or Non-Mobile-Friendly Links – Always test your QR code before printing materials.

❌ Forgetting the Alternative – Always include the web address alongside the QR code.

4. Where to Use QR Codes in Your Marketing

QR codes can be a powerful tool when used in the right places, such as:

📌 Business Cards – Link to your website, portfolio, or a “contact me” page.

📌 Flyers and Print Ads – Offer exclusive deals or direct users to a landing page.

📌 Storefront Signage – Let customers scan for hours, specials, or online ordering.

📌 Product Packaging – Provide how-to guides, recipes, or reordering options.

Final Thoughts: Keep It Simple, Clear, and Valuable

QR codes should always enhance the customer experience, not create confusion. By providing context, pairing them with a web address, and ensuring they lead to a mobile-friendly page, you’ll make it easier for users to engage with your business.

Used correctly, QR codes can be a small but mighty tool in your marketing arsenal—just make sure they work for your customers, not against them!