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 detailed information and comparing the effectiveness of different marketing efforts, custom redirects, or shortened URLs, are your go-to tool.
So if you’re only using this feature to throw in a customized link here and there, it’s time to delve deeper. Let’s take a look at five ways that custom redirects can improve tracking and accountability.
Get a better grasp on social.
All social media channels are not created equal — each has its own unique audience and purpose. And when promoting content through social media channels, every marketer faces the same question: will my audience appreciate this or am I cluttering feeds? Stop questioning and start measuring.
If you’re publishing the same blog post to multiple platforms, put a separate custom redirect behind each. Not only will you see which of your social sites receives the most traffic, you can begin to recognize patterns and draw conclusions about the specific interests of each audience.
Receive credit for event registrations.
One of the most important benefits of marketing automation is accountability. Make sure your marketing department is receiving credit where credit is due — including your impact on driving event registration. Place custom redirects behind any event promotions created by marketing and give your sales reps custom redirects to use when they pitch the event as well. Better yet, create separate custom redirects for each channel that you use to promote the event for more insight into what’s working and what’s not.
Test the effectiveness of your calls to action.
We’ve talked a lot about the art of creating compelling calls to action — now take the next step and place custom redirects behind each of your CTAs to measure their success. Not only will this help with accountability, you can begin to answer questions like “which wording is most effective?” and “are visual banners and callouts more effective than text?”
Understand partner relationships.
Use custom redirects to gain insight into how your partner relationships are impacting traffic, and ultimately your bottom line. Have your partners place custom redirects behind your information on their websites to determine which partners are driving the most traffic to your site, and place custom redirects behind your links to your partners’ sites to learn which partners are of most interest to your prospects and customers.
Measure the success of offline marketing efforts.
It’s harder to gain insight into the success of offline marketing efforts, but that doesn’t mean you have to operate blindly. If you send out a direct mail campaign, include a custom redirect to keep track of the traffic it generates. If you use billboards, include a separate custom redirect on each one — not only will you learn how effective your overall campaign is, you can see which billboard locations perform the best. And keep in mind that you can create vanity URLs that are specific to your company, so including a link on a printed item doesn’t have to look like a nonsensical jumble of letters.
Looking for more creative uses for custom redirects? Check out our previous article on the topic, and be sure to share your own techniques for using custom redirects in our comments section!