Smart marketers are consistently asking the question, "How do I make sure I'm getting the right message to the right audience at the right time?" A quick search will yield a plethora of blog posts with advice on how to do just that - whether it's through list segmentation in email marketing, A/B testing, or a host of other perfectly valid techniques. But that's not what you'll find in this post.
Let's talk about content optimization within the link itself. With intelligent link routing, you can take one short URL and send it to many different destinations, based on your specific rule set that determines who you want to see what when they click.
How does this work? Link routes are created in an "if, then" format. Quick example: If the user is on an iPhone, then send them to download your app in the App store. If device isn't specified, then send them to your home page. Pretty simple, right? Let's dive in to 6 ways to use this feature for content optimization:
- Route by Time of Day: Perfect for e-commerce and brick and mortar businesses alike, this rule will determine what time it is when a user clicks and choose their destination accordingly.
- Real world example, e-commerce: Host an online flash sale and route one link to the sale item within the designated sale time. Route another link to a page that indicates the sale has ended, but keeps them on your site with another offer or a call to action to keep shopping.
- Real world example, brick and mortar: Promote your restaurant's special by routing different links to display at different times. Use one link to promote early bird specials from 7-9am, lunchtime combos from 11-2pm, and happy hour deals from 4-6pm.
- Route by Day of Week: Pretty straight-forward- determine click destination based on what day of the week it is.
- Real world example: Your peak web traffic days are late morning on Tuesday & Wednesday. Release your weekly sales flyer at one of these times and link to an extra incentive for those who click through and shop immediately. Get a quick and easy sales boost during a high traffic time, and route those shopping on other days to your standard sales page.
- Route by Language: This rule determines the native language of the user's device and routes them accordingly, so you can ensure your global audience understands your content without implementing an interstitial page requiring them to choose a language. The less clicks, the more eyeballs on your content!
- Real world example: Coca-Cola uses this function right on their packaging. Read more about the world's largest beverage company's creative use of language-based routing here.
- Route by Date & Time: This rule is very handy for marketers who use content that "expires." We've all had that cringe-worthy moment of finding a seriously outdated link alive and well on your site. Use this rule to direct users to a different destination before and after a specified date, and even add a layer that specifies time too, if you wish.
- Real world example: Host a giveaway that ends at midnight on August 1st. Direct the link to the entry page up until that point, and any clicks that come in after 12:01AM on August 2nd to a landing page explaining that the contest is over. Save yourself the headache of pulling pages down in the middle of the night, and never worry about broken links or disputes over legit giveaway entries.
- Route by Country: Another way to avoid adding that pesky interstitial page. Detect your user's country of origin and route them to the right destination.
- Real world example: An international clothing brand can avoid a lot of headaches that come with international shipping regulations if they route their social media links to country-specific shopping areas. They also eliminate the need to manage multiple brand pages by location and their users get the best experience every time.
- Route by Device: Content optimization at its finest. Detect your user's device type and route them to the best device-specific experience. The platform can recognize iPhone, iPad, Android, Windows, Blackberry, or just "any mobile device" and route accordingly.
- Real world example: Use a Twitter card to promote your app download and ensure the user gets to the correct app store. If they're on a desktop, send them to a landing page within your site promoting your app.
BudURL is built on the philosophy that short URLs hold way more potential beyond their tiny character count. Intelligent link routing is available to all BudURL paid plan levels. Click here to learn more about how to use it.
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