Custom redirects, or shortened URLs, gave marketers a whole world of insight into how their links were performing when they first appeared on the internet scene over ten years ago. Services like bitly allowed marketers to see the activity generated by the links they shared via social media or posted on their website. It gave real transparency to areas that sorely need it.
However, custom redirects still remain underutilized resources, even today. Short, trackable URLs have been relegated almost exclusively to social media because of the insight they give into the number of clicks a post generates. However, the possibilities of tracking clicks are only limited by the lively imaginations of marketing professionals, and can be far more useful than merely tracking the vanity metrics of social clicks.
Below are a few ideas to spark your creativity and open your eyes to the varied uses of custom redirects.
Track Clicks on Internal Emails
All of the tools at a marketer’s disposal are not solely for external use. You can use custom redirects to track clicks on an internal email as well. If you are sending an important document over for review, custom redirects will let you know if your manager has seen them yet. If you are training new hires and assign them several resources to review, custom redirects will tell you who takes the initiative.
Gauge Audience Interest
Custom redirects can be an easy way to monitor the interests of your audiences. If you are sending an email blast to your prospect list with links to a few interesting resources, attaching custom redirects to those links can help you monitor which links receive the most clicks, and ultimately which content is catching the fancy of your audience.
Create a Quick Poll
Have you ever wanted to poll your audience, but didn’t have the time to put together a full online survey? This can be especially frustrating if you are only asking one question. Custom redirects can be a quick and easy way to create a short survey. Simply attach custom redirects to the separate links, buttons, or images used for voting and they will automatically record the clicks on each link.
Monitor Prospect Activity
Ever wished you could be alerted to a certain prospect’s activity on your site? Imagine you’ve had a prospect close to close for over a month now, but they want time and space to make their own decision. Wouldn’t it be nice to know when that person gets serious and looks at your pricing options? Custom redirects allow you to track such activity in two ways. If you send that prospect an email, you can create custom redirects to certain links and monitor what that prospect clicks. If you are using a service like Pardot, you can set the system to notify you immediately of specific actions taken by a prospect.
Custom redirects are powerful tools, capable of much more than just monitoring the success of your social postings. Before you launch your next campaign, think carefully about the different places you could use custom redirects to gain additional insight, and feel free to implement any of the ideas listed above.
Do you have any clever uses of your own that we missed? We’d love to hear about them in the comments below.