Jim Carlson dot Net

Recently, I conducted a brief experiment comparing the URL shortener services Bit.ly and Ow.ly. Although both services shortened links effectively (as they all do) I was specifically researching the analytic advantages of these services. I also asked my Facebook and Twitter followers what they used. Every recommendation I received was for Bit.ly.

Ow.ly and Ht.ly are integrated into HootSuite. Ow.ly shortens links, while Ht.ly shortens links and also adds the Owly Social Bar which allows users to Tweet, share and rate your page.

Since Ow.ly and Ht.ly are part of HootSuite, users can shorten the links using the online interface. This is very convenient.

Bit.ly also shortens links effectively. If you use HootSuite, like I do, this is a separate step. You must go to Bit.ly and shorten your link, then copy/paste it into HootSuite. It should be noted that Bit.ly does offer API access and other social media aggregators like TweetDeck which allow you to use Bit.ly seamlessly. Finally, both Google Chrome and FireFox browsers have Bit.ly plug-ins/extensions to quickly generate short-links on the fly.

Analytics

Both of these services offer analytics so you can track clicks using your custom shortened link. This can help you measure your influence, as other people may Retweet your message, or may copy and paste the shortened link and share it with their friends.

As a webmaster, you can also use the shortened links on your pages, allowing for another analytic metric to track out bound links.

To be fair, I think Bit.ly’s analytics were easier to use and more complete but both services do a great job.

Custom URL’s

One of the cool things about Bit.ly comes with Bit.ly Pro. This (still free) service allows you to configure custom URLs to generate your shortlink. For example, I purchased JimC.us and configured it so all of my Bit.ly links use  JimC.us instead of Bit.ly URLs. For me, it is more of a novelty, but for larger companies (like Facebook and The New York Times) this is an essential brand extension.

Wrap Up

Either service allows you to shorten links and track clicks-throughs.  Bit.ly, for me won the battle. I just thought the interface was cleaner, the analytics were better and I love having a vanity URL for my short-links!

My latest article for TMA+Peritus on Wausau Daily Herald dot com overviews business websites. In general there are three major types of sites: corporate, e-commerce and content marketing.

Websites offer different benefits for corporate, e-commerce and content marketing.

As I mentioned in my previous posts Sharpening Your Music Marketing Skills and The Blame Game, I believe that educating yourself about the music industry is a critical factor in being successful.

Martin Atkins has released his latest book, “Welcome to the Music Business, You’re Fucked”. Quite frankly, this is a must read. The book is easy to digest (I read the digital version on my iPod), uses the “F” word very creatively, and most importantly, spells out how your are f’ed and how to get un-f’ed. There’s some cool pics, too.

You can pre-order the paper version of the book at invisiblerecords.com, get a downloadable digital copy (.pdf) and a t-shirt for only twenty five bucks. You can also personalize the book….just type in what you want Martin to sign….be creative.

Disclaimer: Although I’m a big fan of Martin and his books, I have absolutely no financial stake in the sale of this product.

[Editors Note: Kanon Kulpa and I have been 'marketing geeks' and friends for years. We chat often about the ever changing world of marketing and the impact economics and technology have on the marketing landscape. - Jim]

Times are tough right now and it’s a normal reaction for businesses to initiate cutbacks during these trying times. Heck, I’ve cut back on drinking less milk and juice and drink more water from the tap, sold my gas guzzling truck to buy a more fuel efficient car and started a garden to grow my own vegetables. If you look at what I just said you’ll notice I made cutbacks on certain things like what I drink, what I drive and how I get my food, but what I haven’t done is give up on them entirely. I still drink juice and milk, I still drive a car that needs gas to go and I’m still eating my vegetables. In short, I’ve simply adapted my lively hood to overcome the burden of higher prices.

This same concept rings true for branding or marketing your business during tough economic times. It’s not healthy for me to give up on drinking milk or eating vegetables and it’s not healthy for your business to give up on advertising your brand to your consumers or target audience.

During the late 1980s to early 1990s, the United States went through a recessionary period which was peaked by the start of the Gulf War in 1990. During this time, many businesses started thinking about cutbacks with hopes of weathering this recession. The first item on the budget-cut list was spending for marketing/advertising. Many companies all but eliminated their spending on advertising to the point that they seemed almost nonexistent.

During this time, I was employed as a Graphic Designer for a small ad agency in Milwaukee, Wisconsin. The agency’s biggest concern was that clients were pulling back from their advertising plans causing the agency itself to fall short on profits and have to possibly enforce layoffs, but the agency owner had a plan. It was time to re-educate our clients on the importance maintaining their visibility in during these weak economic times. After countless meetings with clients, about two-thirds of our clients heeded the message and decided to take steps to build their brand in the marketplace when all of there competitors were in lock-down mode.

Two months after meeting with clients, they began to see payoffs in the form of increased sales. These sales were tracked directly back to our clients’ various marketing strategies that literally catapulted them to the top of their respective markets. It made that small ad agency look larger than life in the eyes of their clients, but what it really was was common sense that was worth repeating.

So remember that when times get tough, it’s also time to toughen up your brand. Let your consumers know that you’re a pillar of strength in the market, that you’re company is designed to handle adversity and that you’ll be here for years to come. By the way, be prepared to see an increase in consumer loyalty to your brand because of it.