A huge part of my role in heading up digital campaigns at MetaCompliance is being able to measure success of campaigns, find out what’s working, what’s not working and optimise our digital marketing efforts. 

A modern digital marketer needs to know how to measure results and which channels are delivering leads and opportunities.

One of the most underused features of Pardot is the custom redirect. For some marketers this is seen as another URL shortener which is used mainly for social media posts. However the custom redirect feature is a powerful tool when used creatively. 

Use Custom Redirects to generate URLs for Printed marketing collateral. 

You may think that printed marketing collateral is an old school marketing method and that it’s hard to measure ROI for a piece of physical marketing. This may be true in some cases but by using a custom redirect you can turn this old school method into a fully measurable campaign. 

Let’s say your printed piece of collateral has an offer that the end user can only redeem by visiting the link printed. Why not use the custom redirect feature in Pardot to create a unique link for the flyers or brochures? The custom URL can then redirect the end user to a landing page and once the unknown person becomes a lead and converts, then… BINGO! 

You have now successfully attributed a physical piece of marketing collateral to a converted lead / prospect in Pardot. Should this prospect go on to become an opportunity or even better a closed deal, then you can directly attribute that deal to the brochure or flyer campaign. 

Here are 6 simple steps to get started: 

  1. Create a campaign in Pardot / Salesforce and name it 
  2. Create a list and name it accordingly
  3. Create a custom redirect and give it a title similar or the same as the campaign created in step 1. (See screenshot below)
    1. Choose the correct campaign i.e the campaign created in step 1.
    2. Enter the destination URL. This is the URL that you would like the person to visit. This could be your landing page for the campaign. 
    3. Give the custom redirect a vanity URL. Try and keep this as simple and as descriptive as possible. 

Once you have your vanity URL for the custom redirect simply test this by typing or pasting into a browser. If the link works then you are good to go and you can give the URL over to your designers to include on the physical print designs. 

For more information on how to use custom redirects creatively I found this post on Pardot’s blog very helpful – https://www.pardot.com/marketing-automation/4-important-benefits-using-custom-redirects/

Author Bio

Bernard Ward is Head of Digital Campaigns and Pardot Specialist at MetaCompliance. He is also a hotel, interior and commercial photographer based in Derry and Winner of the Ireland National Award at the 2017 Sony World Photography Awards. See his great work at https://www.derryphotos.com.