Link Management

Link management is about the ability to organize, edit, analyze and have complete control over all the links your organization shares – no matter how big or small your company is.

Links are an important asset to any business. They connect your brand with the online world, so its essential that you’re in control of them. Link management presents you with the opportunity to protect your brand and optimize your marketing.

Between social media sharing, email marketing, customer support, admin and internal communications, you probably don’t even have a ballpark estimate of how many links you create or share each year.

But that’s where a central link management tool comes in. From improved collaboration and tracking to safeguarding your brand against a PR crisis, find out why you need to take back control of your links:

Link Management

Rebrandly Partners with iQ Global to Bring AI-enabled Trust and Safety to Digital Branding

The collaboration sets new standards for secure and trustworthy digital brand management. Rebrandly, a leader in branded link management, has partnered with the Norwegian cybersecurity firm iQ Global. This collaboration aims to strengthen Rebrandly’s dedication to ensuring data privacy, enhancing online security, and improving security and trust in digital brand management. In an online landscape increasingly challenged by threats and misinformation, trust and safety are essential for maintaining consumer confidence...
Link Management

Build vs. Buy: 9 Reasons to Consider Enterprise Link Management Solutions

Let’s face it; times are changing. The digital ecosystem has become so much more than we ever thought it could be. The deliverability, performance, and security of short links are more critical than ever, and every form of communication in every channel (SMS, WhatsApp, Email, Social Media, etc.) matters. It’s now time to move on from legacy providers who facilitate generic link-shortening and move to a more modern, secure alternative....
Link Management

Essential Questions IT and Security Professionals Should Ask about Link Management

Links are the lifeblood of digital experiences, enabling content to flow between organizations and their customers, users, and employees. IT and security professionals are becoming increasingly aware of the role link management platforms can play as a core strategy to help their organizations manage their links securely to decrease risk and increase security.  In this article, we share 11 essential questions that you should be asking about the risk level...
Link Management

How to Determine if Your LinkedIn Links Are a Security Risk

As a hub for career advancement and business development, LinkedIn is filled with potential opportunities, but it’s also speckled with potential security risks. These risks come in many forms, but one of the most overlooked is the humble hyperlink. Identifying whether your LinkedIn links pose a security risk is not just about protecting your customers’ personal information. It’s also about safeguarding your business reputation and maintaining the trust of your...
Link Management

How to Determine if Your Facebook Links Are a Security Risk

Businesses rely heavily on online presence and social media to connect with their audience, and the security of their online assets has become paramount. Facebook, as one of the leading social media platforms, is a valuable tool for companies to engage with their customers and promote their brand. However, with great power comes great responsibility, and it’s crucial for businesses to assess whether their Facebook links pose a security risk. ...
Link Management

Do Your Links Hurt Your Email Open Rate?

Email marketing remains a critical tool for engaging with your audience and driving conversions for businesses and organizations. However, the effectiveness of your email campaigns hinges not only on your compelling content but also on the strategic placement of hyperlinks within your messages. Links, when used thoughtfully, can enhance user experience and drive desired actions, such as clicking through to your website or making a purchase. But if not carefully...
Link Management

Build vs Outsource: Why You Should Use an Outsourced Branded Link Shortener?

When it comes to optimizing your online presence and enhancing your marketing efforts, the choice between building an in-house solution and outsourcing specific services is a critical decision. One such pivotal area that businesses need to consider is the implementation of a branded link shortener. It can have a substantial impact on a brand’s online identity and customer engagement While developing an in-house branded link shortener may seem like a...
Link Management

How to shorten a long URL

Nowadays, it’s rare that you’d hear the words generic, untargeted, impersonal or unbranded when it comes to marketing — which poses the question, why are people still using long, generic, unbranded links? When planning out campaigns, everything is mapped out down to the last detail, from the target audience, to messaging, CTAs, user journeys, and so much more. But one very important detail is often overlooked — the links.  In...
Link Management

What is a URL Slug?

Choosing the right keyword for a URL slug is akin to selecting the perfect title for a book. It not only tells potential readers what to expect but also entices them to delve deeper into the content. Selecting the ideal keyword for a URL slug requires a delicate balance between clarity and conciseness. It’s about distilling the essence of your content into a few words that both humans and search...
Link Management

Zapier and Rebrandly: 8 Zaps For Custom Short URLs

If you’re not familiar with Zapier, you are seriously missing out! Zapier allows you to connect your various different applications and tools so an action in one triggers a response in another. These mini-integrations are known as zaps. For example, you can create a zap for WordPress and Facebook, so when a new blog post is created in WordPress it automatically posts the finished blog to Facebook. Or when your...
Link Management

Broken Links: 4 Tips to Avoid the Dreaded 404 Redirect

Do you publish multiple links per month? Per week? Per day? For most marketers and web developers, managing link volume is a reality. In fact, many Rebrandly customers send tens of thousands of unique links per month. Some send millions or more.  With that volume, it may feel impossible to keep track of each link and ensure it doesn’t lead a customer, potential buyer, partner, or employee to a dreaded...
Link Management

Link management: What it is and why your company needs it

  Link management is about the ability to organize, edit, analyze and have complete control over all the links your organization shares – no matter how big or small your company is. Links are an important asset to any business. They connect your brand with the online world, so its essential that you’re in control of them. Link management presents you with the opportunity to protect your brand and optimize your...

Easily brand and manage multiple domains

It’s important to put your brand on your links by using a custom domain name that you have ownership of. Custom short links provide many benefits to marketers, including improved link trust and CTR, increased brand recognition and better link deliverability. But you can also get creative by using different domain names as a base for your short links.

For example, we use to create links to our blog and to send FAQs to our customers. With hundreds of domain name extensions, from .social and .news to .coffee and .pizza, the possibilities are endless and you’re sure to find a domain name suited to each department of your business.

link management rebrandly dashboard

Some of our customers have even set up domains just to share links related to a specific promotion or competition. Check out the below example of an automated tweet created after students entered a sweepstake competition run by McAfee and HP.

Registering custom domains for your short links in Rebrandly is a simple process and they can then be handled departmentally within the platform. You can also filter the links in your dashboard by the domain name.

This means marketing teams don’t need to rely on IT departments to set up a new domain and link management is made easy for managers and team members.

The importance of link ownership

When creating short links with your own custom domain, you claim full ownership over them.

Whereas, when you create a link with a third party domain, your short URLs really belong to whoever owns that domain. You can’t edit or manage these links and it’s out of your control who else creates links with that domain. If someone shares spam or other illegitimate content with that domain, your links can end up blacklisted and your emails will end up in the spam folders of customers and prospects.

By using your own domain and a link management tool, this issue is unlikely to arise and if there is ever an issue, you’ll be able to find the source of the problem and quickly address it.

By owning your own domain, you also have control over your link data. This will be stored securely in your link management tool where your click stats are private, which isn’t always the case with other URL shorteners like Bitly.

Link management means better organization and collaboration

Having all your links in a centralized dashboard makes it easier to organize and access them. Teams can be organized into workspaces and given access to different domain names, according to their departments or locations. At Rebrandly, the marketing team can create and share links using our .blog and .news domains, while our customer service team makes use of to share FAQs, videos and other useful content.

Depending on the layout of your organization, you could create workspaces by department, country or whatever else might suit you. French multinational, Saint Gobain, has offices in 67 countries around the world and uses Rebrandly so that departments in each country can create custom short links, organized by nation.

Beyond teams, access and permissions can also be edited for each team member and controlled by managers. Colleagues can see each other’s links and share them from within the dashboard. This will prevent the marketing team from creating several links to the one blog post. This helps keep your links more organized and will help later on when you are assessing the success of your marketing efforts.

In your link management platform, you can also keep your links organized by tagging them. You can use color-coded tags to indicate the type of content it is or the campaign it is part of. When searching for a link, team members can filter links by tags, domains or use the search bar.

link management filter link-management-3

This kind of centralized link management is important to team collaboration, both internally and externally. Companies can give external vendors access to their link management platform so they can create branded links, but without relinquishing control of the domain itself. While agencies can give access to their clients so they can check in on the progress of campaigns or access links as they please.

Destination control lets you protect your brand

Let’s face it, we’ve all accidentally sent out a link that leads to the wrong destination at some point in our work lives. I used to feel a pang of dread at the prospect everytime I sent out a newsletter via email.

link management gif

But this isn’t an issue when you have a link management tool like Rebrandly. Whether you need to fix a slip-up or simply want to update your link with the latest information, you can edit the destination URL of your short link.

Having the ability to edit or delete your links is perhaps the most important aspect of link management. There are many situations where this is useful. Beyond fixing an embarrassing human error, you can update your links to lead to the most up-to-date information – whether you want old links to lead to the newest version of your legal policy or your Instagram bio link to lead to your latest vlog.

It’s also very important for protecting your brand. If you send out a press release that has been received negatively, you’ll be able to delete or edit the destination URL quickly to control the situation.

From a legal perspective, link management provides assurance and protection in case something detrimental is ever accidentally shared by your organization. It also allows you to update the destination with relevant content rather than lead browsers to a dead end.

When using a generic or the default link shortener, you’re stuck if anything needs changing. It could take days or even weeks to be updated by busy development teams.

Whereas, link management empowers marketers to use short URLs in campaigns and materials without any risk.

Workforce management company, Kelly Services, for example, use our link management tool to share job opportunities on job sites, in print, on social media and via emails. Once the position is filled, the link’s destination is updated to reflect other relevant content or the latest opportunities.

Put your links to work for your business

Link management platforms let you discern which of your marketing campaigns, channels, and actions are really paying off. With the click data provided, you’ll see that perhaps your curated content is receiving a great reaction, while your blog posts only get a lukewarm reception. You could even see which support FAQs are getting the most clicks, which will indicate areas of the customer experience that you can improve upon. Rasmus Wolff is Chief Development Officer at StuDocu claims that with the click data provided, you’ll see that perhaps your curated content is receiving a great reaction, while your blog posts only get a lukewarm reception.

By using UTM parameters, you can also take your marketing analytics one step further and precisely measure the source level data from every touch point, which is the most accurate way to monitor your traffic sources. With these valuable insights, you can optimize your marketing campaigns.

You can also boost your remarketing campaigns with link retargeting. If you create a link to some positive press coverage, a great review or even some highly relevant industry news, you can add on retargeting pixels from advertising platforms like Google and Facebook. This way you can later retarget ads at those who clicked on these links.

Link management makes sense in the fast-moving environment of digital marketers. It aids smooth collaboration, in-depth tracking, and better organization, while also facilitating an instant fix when something goes wrong.

While social platforms come and go, links are more pervasive and it’s important you have them organized and under control for all the reasons above. Link management tools like Rebrandly can fit seamlessly with your company’s communications. It’s collaborative, secure and can prevent a PR crisis that will damage your brand. Any business, big or small, can benefit from link management and will find it abolishes many of its marketers’ pain points.

For more info on Link Management, be sure to check out our video here!

Further Reading:

This Article is About:

  • What is link management
  • Link management tools
  • The benefits of link management
  • Link management platforms

Originally Posted: 3rd of April 2018
Last Updated: 22nd of January 2021

Photo in main image by via Unsplash