Are you using a link shortener that allows you to created branded links for your content? Well if you are a podcaster listen up because in this episode you'll discover what branded links are, why they are important and where to get them. Be sure to listen to the end to find out when NOT to use a link shortener.
Branded Links and Generic Shortened Links
There are two types of shortened links we cover in this episode; branded versus generic. Let's define those two terms. When it comes to shortened links a branded link refers to a URL that is customized around a brand name.
A branded link – a shortened URL built around a brand name or related term that helps to associate the company with the links, content, and information you share online. (from Rebrandly)
Here are a few examples:
- Pep.si
- Sbux.co
- Youtu.be
- Apple.news
Generic short links don't correspond to a brand other than the service that is used for shortening.
Here are a few examples:
- bit.ly
- buff.ly
- goo.gl (Google has shut down this one)
Why Use Branded Short Links
The primary and most compelling reason podcasters would want to use branded short links is for ease of use during your episode. 
From the listener perspective, if they are multitasking while they listen to your show, it will be much easier for them to remember a branded short link than a generic one. The same benefit applies for you as the podcaster.
Your branded link will be so much easier for you to memorize share verbally than something like goo.gl (slash) or buff.ly (slash). At least with a bit.ly short link you can customize the ending, but there is a chance that they link you want to use has already been claimed. The customization is case-sensitive so you might be able to alter the link with capitalization or by adding a dash.
According to a case study conducted by Bit.ly “Branded Short Domains drive more than just brand impressions and visibility – they can drive up to a 34% increase in CTR. Clearly this is another benefit of acquiring a branded short domain.
Kevin from Uniquely Common called in to say that he is using a branded short domain from Bit.ly.
Bruce Colthart mentions that he uses Rebrandly (so do I) to register his branded short domain and create branded links. Bruce has bccreative.link and I have ileane.link.
These links are using the tdl (or Top Level Domain) of .link but a few other odd examples are .guru or .click.
Pretty Link is a WordPress plugin that podcasters can use to create links with their full domain name like I do with my podcast. In other words, episode 12 would be ileanesmith.com/12 instead of ileanesmith.com/branded-links. I also use Pretty Links to make it easy to remember my affiliate link. For example, when I mention AWeber and can easily remember https://ileanesmith.com/aweber
ReBrandly Mobile App Demo
Here's how to grab your short link on the go with the Rebrandly Mobile App.
When NOT to Use Generic Links
I use AWeber as my email service provider and I learned from them a long time ago that you can't use generic shortened links from bit.ly inside your emails. Most email service providers will stop you from using these links in your emails. So stick with your full domain or register a branded short domain with a site like Rebrandly.
More Branding Resources
- Should You Write More or Promote More?
- Known: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age
- The AntiHustle: Start a Six Figure Business in One Year
If you have a question, or want to leave feedback that might be featured on the podcast, you have three options:
- Call-in to my station over on Anchor.fm or
- Use my handy SpeakPipe page to record your question in a voicemail.
- Send me an email here
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