5 Cheat Codes to Speed Up Your Launch of Metadata
What is the shortest launch time for a customer? One day. What is the longest launch time? 100 days.
The difference? You.
Here’s what you can do to get Metadata launched as quickly as possible.
- Install the Metadata Site Script
It is important to know where your website is hosted, as this will determine how you install the Metadata site script.
One of the most common places where websites are hosted is WordPress, and below we will guide you as to how to install it correctly.
You can embed our script by adding a custom HTML(site script) directly on WordPress.
- Enable admin permissions for your company’s Facebook page
As a growing organization, you will want to make sure you have the proper permissions, as shown below, to run your ads on Facebook.
- Metadata Facebook Business Manager Admin Access
- Metadata Facebook Business Page Admin Access
- Metadata Facebook Ad Account Admin Access
Additionally, Facebook requires landing page domains to be verified and to have an associated event tied to that domain, as shown here.
- Connect Metadata with your marketing automation platform
Setting up your marketing automation field mappings will make sure new converted leads are enriched and routed properly to your sales team.
What do we have to do to ensure this is correct?
Normalization
The revenue, employees, countries, states, and industry fields will have certain values that will be sent over with every lead. So make sure the values stated here are in the pick list or that the fields are set up as a single-line text field to prevent lead sync errors.
UTMs
In order to capture the original source of where the lead came from, such as Facebook or LinkedIn, you will want to make sure you have integrated the ad channels, specifically lead sync on HubSpot and the launch point on Marketo for Facebook and LinkedIn.
Next comes configuring the default UTM parameters in Metadata to standardize the tracking for campaigns and leads. We recommend that use replicate your existing UTM parameters here, but if you need a refresher, please see below:
UTM_Source – Choose custom and enter the static value of the channel.
UTM_Medium – Choose custom and enter the static value of paid social for Facebook and LinkedIn and PPC for Google.
UTM_Term – Choose custom audience name, as this will pull the audience for your social campaigns and the keyword for Google.
UTM_Campaign – Choose campaign name.
UTM_Content – Choose ad name.
Additionally, you can add more fields, such as SFDC campaign id or Marketo program name, as shown here.
Note: If you are using Bizible (Marketo measure) you will want to make sure that you enter the UTM parameters in the landing page link used on the landing page offer.
- Business email
In order to increase the likelihood that your prospect/lead provides you with a business email, then you will want to make it so that your form asks a user to manually input their email address.
You would set up a custom field, as shown here.
- Workflows post lead submission
As you are integrating Metadata with your marketing automation tool, you will want to use the submit test leads as shown here, to test how a Metadata generated lead will behave once in your marketing automation tool.
- Legal and procurement considerations
Make sure that your legal department has taken the time to review and sign off on the functionality of Metadata. This means the installation of site scripts on your site and lead capture workflow.
- Setting up Thank You Pages to appear after the content download page (if you are using lead gen forms).
Pre-requisites: Install LinkedIn Insight Tag and Facebook Thank You pixels
From your paid social ad, it’s best practice to send people to a page that will prompt them through a CTA to download a piece of content and then leads to a thank-you page.
Setting up your website to display a thank you page after a person downloads a piece of content provides you the ability to create powerful retargeting audiences based on that conversion event.
By avoiding these five common mistakes, you can generate more leads and revenue with Metadata in less time.
