Links are the connective tissue of content marketing, driving users between websites, landing pages, and social posts. But haphazard link sharing can lead to dead ends. With strategic link management, brands can create trackable links that provide data to optimize campaigns.
This article explores tips for managing short links and long form URLs to maximize marketing analytics and performance.
Implement Naming Conventions
Well-organized link names are more usable and trackable. Develop naming conventions like:
- Prefixes – Denote content type, campaign, or category. E.g. “WEB_BlogPost1”
- Dates – Include year, month, date in link names. E.g. “2020_10_25_WebinarRegistration”
- Keywords – Incorporate relevant keywords into names. E.g. “metrics_dashboard_tutorial”
- Iterations – Add version numbers to links. E.g. “ebook_analytics_V2”
Consistent conventions make links easy to identify at a glance while retaining searchability.
Categorize Links
A spreadsheet or database to categorize links by type, such as:
- Campaign links
- Affiliate links
- Social media links
- Links in emails
- Links in articles
- Advertising links
Well-organized categorization enablesusers to quickly find links by type and purpose when needed.
Centralize Links with Management Tools
Using link management systems to store and organize URLs in one place can simplify generating, customizing, sharing, and analyzing links.
Popular tools include:
- Bitly – Link shortener with robust organization features.
- Rebrandly – Create and share branded links.
- BuzzStream – All-in-one link building tool.
- MozBar – View link metrics.
- Linkody – Tracks campaigns and gathers competitive intelligence.
The dashboard interface these tools provide makes managing links efficient.
Audit Links Regularly
Check links routinely to identify and fix:
- Broken links – Redirect or update ASAP.
- Circular redirects – Streamline redirect chains.
- Mismatched URLs – Fix incorrect URLs.
- Improper tracking codes – Update UTM tags if needed.
Staying on top of link issues preserves credibility and user experience.
Set Up Link Redirects
Set up global redirects so that if a link breaks, it seamlessly reroutes users to a working page. This eliminates frustrating 404 errors.
Use server-side redirects or link management tools. Redirects also allow links to keep working seamlessly if content is moved.
Implement UTM Tracking Codes
Append UTM parameters like ?utm_source=twitter to URLs to identify how users arrive at your content. This reveals which links drive action across channels like:
- Social media
- Websites
- Paid advertising
Unique UTM codes for each link and channel provides visibility into marketing performance.
Brand Links with Custom Domains
Using a branded custom domain for links lends memorability and consistency. Instead of bit.ly/12345abcd, create vanity URLs like acme.co/promo.
Purchase a dedicated domain or subdomain to brand short links. The improved credibility and recall can increase click-through-rates.
Analyze Link Metrics
Link management tools provide powerful analytics to optimize links, like:
- Clicks and click-through rates
- Channel sources of clicks
- Geographic data
- Audience interests/demographics
- Popular link content performance
Analyze this data to double down on well-converting links and refine underperforming ones.
Generate Link Reports
Compile link data into monthly or quarterly reports to spot trends and inform strategy, such as:
- Total links created and clicks generated
- Highest performing channels
- Link types driving most conversions
- Changes in audience geography
- Most popular landing page content
Routine reports provide critical insights to sharpen link building tactics.
Maintain Updated Link Database
Continuously add new links and prune outdated or underperforming ones. Keep link collections current and filled with only the most effective links to drive optimal results.
Proactively Managing Links for Marketing Success
With structured organization, consistent measurement, and constant optimization, links become high-performing marketing assets. Link management takes effort but delivers the actionable data needed to maximize content sharing and improve conversions. Tightly managed links create more connected, seamless user journeys that ultimately drive growth.
