|Nope, that’s not a knitting reference and it’s definitely not a nod to that priceless heirloom your grandma wears around her neck—we’re talking about personalized URLs. Personalized URLs, or PURLS, are a web tactic that offers your business a fun opportunity to impress and entice tradeshow-goers.Essentially, a PURL is a web page that has been created with an individual in mind that is unique to them, often incorporating their name into your website’s URL like http://www.yoursite.com/jane-doe. The content on these pages is tailored to best meet their needs or appeal to their interests, based on other information you have previously obtained from them, such as industry, profession, location, past purchases, etc. with the hopes of promoting an event or service, making a sale or providing customer service. PURLs are usually created in mass quantities by special software available online for direct marketing purposes or developed with the help of a business’s IT department and used in conjunction with traditional mail and e-mail direct marketing strategies.PURLs are an alluring option to marketers and users alike. First and foremost, the sight of a person’s name attached to a website captures attention—so much so that studies have shown that people are twice as likely to click on a link with their name on it as opposed to links that don’t. Second of all, the unique nature of PURLs allows for serious measurement—you have a clear picture of who is looking at a page when used with website analytic tools and can draw conclusions as to what messages lead to sales, what type of marketing pieces are most effective and more. Lastly, the use of PURLs hasn’t quite reached a saturation point—meaning there is still|
a novelty attached to them, something a tradeshow representative certainly knows holds value in appealing to booth visitors.
Take note of these options for incorporating PURLs at your next tradeshow:
PURLs and tradeshows are the perfect pairing for businesses looking to connect with customers in a new and engaging way. Just remember: It’s knit one and PURL two.
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