URL shortening has evolved from a simple space-saving technique to a sophisticated marketing tool. In 2023, knowing how to leverage URL shorteners effectively can significantly impact your digital marketing success. Here are the essential best practices for making the most of URL shortening services like ViaLink.

1. Use Custom Aliases for Important Links

Generic shortened URLs (like vialink/a1b2c3) serve their basic purpose, but custom aliases (like vialink/summer-sale) offer several advantages:

  • Improved brand consistency: Custom aliases extend your branding to the link itself
  • Better user trust: Users can see what the link relates to before clicking
  • Increased memorability: Custom aliases are easier to remember for verbal sharing or typing
  • Higher click-through rates: Studies show custom aliases can increase CTR by 25-34%

When creating custom aliases, keep them concise, relevant to the content, and free of special characters that might cause confusion. For recurring campaigns, establish a consistent naming convention (e.g., vialink/promo-jan23, vialink/promo-feb23).

2. Implement UTM Parameters Strategically

While URL shorteners provide their own analytics, combining them with UTM parameters creates a powerful tracking system that integrates with Google Analytics and other platforms:

example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale

This combination gives you dual-layer analytics: the URL shortener tracks clicks and visitor information, while UTM parameters help you track conversions and user behavior after the click.

3. Set Expiration Dates for Time-Sensitive Content

For promotional offers, event registrations, or seasonal content, setting an expiration date on your shortened URLs provides several benefits:

  • Prevents users from accessing outdated promotions or content
  • Maintains link database cleanliness by clearly identifying temporary links
  • Creates urgency when communicating time-limited offers
  • Allows for repurposing popular custom aliases for future campaigns

4. Segment Your Links for Detailed Analytics

Rather than using the same shortened URL across multiple channels, create unique shortened URLs for each platform or content piece. This segmentation allows for precise performance tracking and comparison.

For example, instead of using one link for a product announcement, create separate shortened URLs for:

  • Email newsletter (vialink/product-email)
  • Twitter posts (vialink/product-twitter)
  • LinkedIn updates (vialink/product-linkedin)
  • Facebook shares (vialink/product-facebook)

This approach reveals which channels drive the most engagement, allowing you to optimize your distribution strategy accordingly.

5. Incorporate QR Codes for Physical Media

In 2023, with QR code adoption at an all-time high, combining shortened URLs with QR codes creates powerful connections between physical and digital media:

  • Print materials (brochures, business cards, packaging)
  • Event signage and conference materials
  • Product packaging and instruction manuals
  • Indoor and outdoor advertising

When generating QR codes, always use your shortened URL rather than the long destination URL. This provides tracking capabilities and allows you to update the destination without changing the QR code itself.

6. Monitor and Analyze Performance Regularly

URL shortening analytics offer valuable insights that should inform your ongoing strategy:

  • Click patterns by time/day: Identify optimal posting times for your audience
  • Geographic data: Discover where your audience is located
  • Referrer analysis: Understand which platforms drive the most engagement
  • Device information: Ensure your destination pages are optimized for the devices your audience uses

Establish a regular review cadence (weekly for active campaigns, monthly for ongoing links) to spot trends and adjust your strategy accordingly.

7. Test Your Shortened URLs

Before distributing shortened URLs, especially for high-stakes campaigns, thoroughly test them:

  • Verify the redirect works across different browsers and devices
  • Confirm the destination page loads properly and quickly
  • Check that analytics tracking is functioning correctly
  • Test the user experience from click to conversion

Conclusion

URL shortening in 2023 goes far beyond simply making links more compact. By implementing these best practices, you'll transform shortened URLs from basic utilities into strategic assets that enhance your marketing effectiveness, provide valuable insights, and improve the user experience.

Remember that like any digital tool, URL shortening techniques should evolve with your needs and adapt to changing platform requirements and user behaviors. Regularly revisit and refine your approach to maintain optimal results.