Naming Assets in Ontraport
We recommend using a six-part naming convention structure across assets. While you won’t always use all six in everything, it’s still important to have the structure established for those occasions when you do need them.
Here is the naming convention framework:
Department: Funnel Stage: Program: Category/Campaign Name: Asset Name: Date Created
- Department: This is marketing, sales, operations, etc.
- Funnel Stage: This is the stage of the customer lifecycle this campaign is for.
- Program: This is most commonly used for content marketing to define the type of asset. For example, our programs include sales tools (“tools”), blog articles, gated content, etc.
- Category/Campaign Name: Depending on the asset you’re naming, this would either be the category you’re promoting or your campaign’s name. Think of categories as the pain point you’re solving.
- Asset Name: This is different from your campaign name because there are often multiple assets within a campaign. You might have several landing pages, emails, SMS messages and postcards in one campaign, and this part of the naming structure is how you’ll differentiate between each one.
- Date Created: When did you build or last edit the campaign, message or page in Ontraport?
When deciding how to name your campaigns, think about what they all have in common — that will become the outermost layer of your campaign naming convention. From there, break the campaigns down by the specific solution (category) the campaign is covering. Once you build the campaign, add the date created. Here’s our recommended overall campaign-naming structure:
Funnel Stage: Category/Campaign Name: Date Created
Here’s an example of one of our Ontraport campaign names:
Marketing: Attract Email Marketing: 01/2020
Messages are typically assets that live within a campaign, so we suggest to start your message names with the category or campaign they belong to. Include the purpose of the email and asset name, which email # it is in a series, and the date created. Here’s what the structure looks like written out:
Category/Campaign Name: Asset Name/Purpose: Email #: Date Created
Here’s an example of an Ontraport message name:
Email Marketing: Bonus Content: Email #2: 01/2020
It’s tempting to name each of your pages by their headline or general topic, but resist the urge and instead think bigger picture. If you first label each page with the category and campaign it belongs to, it will be easier to keep track of them later.
Program: Category/Campaign Name: Asset Name: Date Created
Here’s an example of an Ontraport landing page name:
Gated: Email Marketing: Guide: How to Craft the Perfect Email: 01/2020
When creating page URL structure, we recommend using the same format as page assets but with two key changes:
- Created a client-facing version of the program name
- Change colons and spaces to slashes and dashes for URL friendly formatting
This is the overall URL structure:
Tags for Lead Sources
It is often useful to be able to see where your leads are coming from. If you want to create tags for different lead sources, it is best to create tags with a prefix that allows you to easily see the purpose of your tag.
Lead Src: Asset Name