Six ways to use tracked links

Those of you who have been reading our blog know that we have always been enthusiastic proponents of agile marketing, since its benefits are bountiful. One of the key components of agile marketing consists of tracking and measuring all of your marketing efforts, so that you can use those metrics in order to determine what worked and what didn’t and optimize your strategy accordingly. Tracked links can be a powerful tool in your agile marketing arsenal. You can manually create them using bit.ly or goo.gl or use a web marketing tool to automatically generate them and aggregate your analytics data for you. Let’s take a look at some of the instances where using tracked links can be particularly helpful.

Emails

As we’ve mentioned before, emails are still a powerful sales and marketing tool.  You can use it to nurture your leads and to promote your content. While open rates are a great indicator of the success of your email campaigns, an even better way to gauge your recipients’ interest rates is to use tracked links to some of your resources. For instance, you may include a tracked link to your buyer’s guide and maybe another one to a product review. Being able to see whether the email recipient clicked on one of those links will help you make a decision with regard to next steps. In addition, it allows you to gain a better understanding of what type of content a specific segment of your audience is most interested in, which will help you fine-tune your campaigns going forward.

Social posts

If you use your social posts to promote your fresh content (as you should), use separate tracked links for each one of your social media channels. Why? First, it allows you to gain insights into which channels work best for your business when it comes to driving traffic to your website. Second, it will help you understand which types of posts are most effective and identify the best days and times to post.

Discussion forums

As an inbound marketer who strives to always provide value to your audience, you might participate in online discussion forums on LinkedIn and other sites that are relevant to your industry. For instance, you may point to an article that talks about the same topic that is being discussed in the group. How do you know if the readers found it interesting enough to click on it? By using a tracked link. This, of course, will help you determine which forums are worth your while.

White papers

You can also use tracked links in your white papers to link to additional resources that you make available to your readers, including other white papers or your RSS feed for your blog. Once again, this will give you a good indication of your audience’s interest level. Do they want to learn more? Another great use of tracked links in a white paper is pre-composed tweets. For example, you may want to make it as easy as possible for your readers to tweet a link to your white paper, so you could pre-compose a tweet like this one: https://twitter.com/intent/tweet?text=Need%20help%20with%20SEO?%20Download%20this%20free%20guide%20from%20@teamspectate%20 and associate it with a Twitter icon while using a tracked link. You can now check how many times your readers shared your white paper via Twitter. Pretty cool, isn’t it?

Tangible marketing collateral

Not all of your marketing collateral is digital. You may have business cards, banners, posters, or SWAG. Thanks to QR codes, you now have the ability to track links even on non-digital assets. While QR codes are still not being used to their full potential, they are a great way for you to start measuring the traffic that your tangible marketing objects drive to your site.

Videos

If you host your marketing videos on YouTube or other social channels, you can see how many views they’ve gotten. But you don’t necessarily know how your viewers found you. So why not use tracked links whenever you promote one of your videos? Furthermore, don’t miss out on an opportunity to use your video to send your audience to additional content that they may enjoy, so be sure to add a tracked link to the end of your video. That way, you can monitor how effective your video was in terms of making your viewers want to learn more.

As you can see, tracked links can be an agile marketer’s best friend, and there are many opportunities to leverage them. What about you? How frequently do you use tracked links? Where do you use them the most?

Kat is the CEO of Spectate. Her goal is to empower users to create and manage their web content and to provide them with the tools to become even better content marketers. Connect with Kat on Google+!

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