The Secret To Boosting Sales With Smart Hyperlinks

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad and Scott Cate as they chat about Time-of-Day Marketing, and figuring out the best time of the day to get the right message to customers.

Scott Cate is a SaaS innovator with more than three decades of experience. Since 1991, Scott has navigated the evolution of software—from the days of floppy disks to the cutting-edge, cloud-native solutions we rely on today. He’s seen hundreds of startup failures, made several successful exits, and served in key engineering roles at industry giants like Microsoft and Amazon. Scott blends this deep technical expertise with his talents as a public speaker to inspire and engage audiences.

Scott excels at identifying unmet needs and turning them into transformative solutions. Having traveled to 52 countries and flown more than 2 million miles, he’s experienced firsthand the challenges that global marketing teams face when it comes to managing links at scale. His insights into the lack of sophisticated link management tools (particularly for tasks like intelligent routing, bot detection, and traffic validation) became the driving force behind 301.Pro.

In this Episode:

• Scott tells us about Dynamic Link Routing and Real-Time Marketing – How links can be programmed to send users to different destinations based on data like time, location, or language.
• Scott discusses the Limitations of Hard-Coded Hyperlinks and why traditional static links are outdated and less effective for modern marketing.
• Scott talks about personalization based on time, location, and weather, while using contextual data to tailor landing pages and offers for each user.
• Scott tells us about automatically directing users to content in their preferred language.
• Scott also shares some ideas about balancing user privacy with the ability to personalize experiences using non-identifiable data.

Quotes from this Episode:
“We think we have reinvented the basic click of the internet called the hyperlink.” – Scott Cate
“If a thousand people click the same link and they all end up at the same place, we think that's a fail.” – Scott Cate
“You have to have a URL with a little brain in it that asks what time it is for the person that just clicked this link.” – Scott Cate
“If we know the time and we know the location, we also know the weather… does your mindset and your buyer mindset change based on weather?” – Scott Cate
“The first thing that I have people do if they want to get advanced and do something on their own is their store, their shopping experience should be upgraded to include light mode and dark mode.” – Scott Cate

Resources:

Scott Cate:
LinkedIn: Scott Cate
X: Scott Cate
Website: 301.Pro

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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