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Before we dive in, we want to make sure that we’re all on the same page when we talk about link shortening. At its heart, it really is as simple as taking a long URL and making it tinier—but some of the cooler applications come from knowing how the process works. When you submit a link for shortening, our app generates a unique, shorter link and notes both the original and shortened URLs in our database. Whenever a user follows your shortened link, it sends a command to our service to send them to the paired, original URL. In technical terms, this is called URL redirection. Whenever a user follows your shortened link, it sends a command to our service to send them to the paired, original URL. There are a lot of different things that can happen on top of those basic steps. We can create custom links, set you up with your very own domains, and even track basic demographic information about the people who follow your links.

From the moment we learned just how many of our users rely on our service to run their physical and digital marketing campaigns, we’ve been hard at work figuring out the best ways to help them help their current and would-be customers. One thing we figured out early on was that users appreciate it when you keep things short and simple. Shortening links with Cuty.io URL monetization allows marketers to offer links that look cleaner and take up less space. Customization takes this a step further, making links viable for print media.

While your ideal outcome would be for someone to click on your links, sometimes it can be just as useful to be remembered. Brand recall is a valuable currency. Being memorable means that your marketing efforts aren’t wasted on people who aren’t in the market for your solutions right now. If they can remember your brand name or value propositions when they do find themselves needing you, then your marketing materials can stay effective weeks or even months after they’re seen. With custom links and branded domains, your calls to action can serve as yet another reminder of who you are and what you do.

Consumer cynicism has been a problem for years now. Social media and review platforms like Yelp have led to customers becoming more critical of where they spend their money. Moreover, we’re sure everyone’s had regrets clicking on links they shouldn’t have by now. If you’re lucky, the worst you get is rickrolled—but phishing scams, malware and other perils can keep people from clicking through. Earning trust is more important than ever for marketers and business owners, which is why your links have to be as transparent and direct as possible. Long, branded URLs with confusing UTM codes won’t cut it either: users need to have a clear idea of what kind of content they’re in for by clicking your links.