Advice and answers from the BudURL Team

BudURL is a simple but powerful link management platform that is built for business. But what does link management mean? it’s a simple and accessible system to manage links for creative purposes that also integrates into your communications ecosystem

In a nutshell, a link management platform offers:

  • Custom short domains - multiple depending on the plan you choose
  • Editable links - change the destination of a short URL at any time, giving you the flexibility to use short URLs in large campaigns and print materials with no risk
  • Dynamic link routing - route one shortURL to many different destination based on "if,then" rules - ensuring your audience sees the right content at the right time
  • Secure and advanced analytics - a powerful dashboard with guaranteed data security for painless and informed reporting and decision-making
  • Flexibility - a robust API ensures your link management flows seamlessly with other marketing tools, and a dedicated team helps customize your experience to ensure your business needs are met

Interested in learning more? A quick Q&A with BudURL founder Andy Meadows helps shed some light on how link management can help your business grow.

Let’s start with the basics. What does link management mean?

It’s a simple and accessible system to manage links for creative purposes that also integrates into your communications ecosystem. It’s collaborative, secure and intelligent – a shortlink can be edited and/or routed by device, language, date, time of day and location- and none of this requires the time of a developer. A link management platform puts the power of the link in the marketing team’s hands, seamlessly performing tasks that used to require resource-intensive development team time.

Also, flexibility is key – a true link manager should include friendly API integration so you can connect it to any other system you can imagine – social media management, customer engagement, creative campaigns, and beyond!

Finally, it’s easy to use, with tags and filtering to easily search and group links. This makes it quick to view advanced analytics by campaign, time period, social channel – whatever you need.

You often refer to link management as “going beyond social.” Can you explain what you mean by that?

It means that shortlinks have so much more potential than just looking cleaner for social media. Brands can use them throughout their websites, applications, collateral – we should be looking at URLs as the ties that hold campaigns together, not an isolated component.

I tend to look at some of our most innovative clients to help explain this – take Coca-Cola for example. They use shortlinks at the point of sale, on packaging, and to harmoniously tie international campaigns together. They have hundreds of marketing teams all over the world, and through BudURL’s link management platform, they share insights and preserve consistency no matter what language they speak.

You recommend that companies manage their links outside of their social media management platform, even though it may have a built-in link shortener available. Why is that?

The short answer is, social media platforms come and go, but links are pervasive.

Technologies evolve at a staggering pace and the platform that was perfect for your organization last year may no longer be a fit next year. Your links need to persist though, and you shouldn’t be locked into a social platform simply for your links. You need the autonomy to move between platforms as your business needs evolve. With link management, the links are yours – connect them to any platform you’d like via API, and evolve your social tools as your organization evolves – without fear.

Link management is still a new concept to many. What’s one benefit of the strategy that you think is truly a game-changer?

It seems simplistic, but the ability to edit a link. A marketer can quickly re-route traffic on a whim with confidence and efficiency. This is huge! In so many cases, once a link is routed to one place, whether digital or print, a change could take days or even weeks to update on the production server by a busy development team. Empowering the marketing team with this flexibility is so valuable, both from a financial standpoint, in saved resources, and a competitive standpoint, by allowing for a more agile digital strategy. In so many cases, I’ve seen published links where opportunities were missed because the marketers has little to no control over the published content and associated links.

Opportunities pass in hours, not days – what is the cost of a missed opportunity due to resource lag that can be eliminated with a true link management platform?

Any closing thoughts on link management?

Any business, big or small, can benefit from link management. It doesn’t matter the size of your marketing budget, it eliminates a significant pain point that every organization experiences in one way or another. If you don’t have the power to control your links, you’re missing opportunities. The potential of link management lies in the sheer amount of creativity that is possible, with no technical training required.

If you interested in learning more about how link management can take your business beyond social, Andy would love to help! Send an email to support@budurl.co and he’ll get back to you right away.

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