Are you using custom redirects to their full potential?
Marketing automation is all about insight — insight into your prospects’ interests, insight into campaign ROI, insight into marketing-sales alignment. And when it comes to providing insight, custom redirects, or shortened URLs, are your go-to tool. So if you’ve only been using custom redirects here and there, make sure you understand the four benefits below, and are taking full advantage of this powerful feature.
Gaining insight on current prospects.
The more information you have on a prospect, the more tailored and meaningful your conversations can be — and custom redirects are a great way to gain insight. With marketing automation, for any tracked link that a prospect clicks, a record of the activity will be added to their comprehensive profile, allowing your sales rep to see at a glance what topics have been of most interest to them.
Accountability for lead generation.
Custom redirects aren’t just about tracking your current prospects’ activities; they’re also about bringing new leads into your system, and allowing you to attribute the source of each incoming lead. Publish an interesting blog post? Add a call to action with a custom redirect to the bottom of your post to give readers the opportunity to convert for further information. When you’re able to see which custom redirect a lead came in on and follow them throughout the sales cycle, you’ll begin to see how your inbound marketing efforts are impacting both lead generation and overall revenue.
Optimizing your messaging and distribution.
Sure, custom redirects can help your marketing department receive credit where credit is due, but they’re also a very important tool for marketers to determine what’s working and what’s not. In optimizing your calls to action, custom redirects can help you answer questions like, “which wording is most effective?” and “are visual banners and callouts more effective than text?” If you’re promoting the same blog post on multiple social media platforms, put a separate custom redirect behind each posting to see which of your social sites receives the most traffic, and spot patterns that could indicate the specific interests of each audience.
Tracking internal engagement.
Take this one step further and use custom redirects to optimize internal communication. Effective internal communication is crucial to sales-marketing alignment and overall business success, so make sure you’re reaching out in the best way possible. Use custom redirects to understand how often the resources you’re passing over are being put to use. If your links are receiving little to no clicks, try a different approach, or ask your coworkers how you can figure out a more effective system.
What are some other benefits and creative uses of custom redirects? We’d love to hear your thoughts in our comments section!