You likely have a growing library of webinar recordings from the past few months, part of your pandemic CX strategy. How you share those recordings & provide people with access to them needs to be thought through to drive the best possible outcome.
Once your webinar has concluded, your webinar provider will generally offer you two choices:
- Save your webinar to their cloud. This usually provides you with a way to share the recording with people via a unique URL and perhaps within a microsite with your webinar platform’s branding. Some may offer you the ability to brand the microsite. You may have limited ability to complete some editing on the recording.
- Save the webinar to your local drive. This option allows you to take the .mp4 file and edit it in a video editing application of your choice. At Marketing Cube we use Apple iMovie to edit our webinars.
Option 1
Your webinar platform provider will generally offer cloud storage for your webinar replays. That storage may or may not be covered in your subscription fees. Contact your provider for pricing specifics.
Option 1 + 2
Vimeo & YouTube are great ways to store your webinar replays along with other video content about your products or services. You can easily embed YouTube & Vimeo clips in your CMS, social media platforms & Eloqua Landing Pages.
Option 1 + 2 = 3
By taking your webinar replay and hosting it on YouTube or Vimeo you can then easily display it on an Eloqua Landing Page. You’re now in control of the experience, the branding is yours & you can gate or not gate the video.
Editing your replay
At Marketing Cube, we use Apple iMovie to edit the .MP4 files we download from ZOOM at the completion of the webinar. This enables us to optimise the recording by removing any lengthy quiet portions and add titles to help clarify specific points raised during the webinar.
As an example, when you present a poll in ZOOM, there’s usually time provided for people to respond. What your webinar attendees see on screen is not recorded and is not visible during the replay. These portions of your replays are generally best edited out.
Importantly bumpers and branded stingers can be added at the beginning and the end of the replay.
Where to host your replay?
In the past, we’ve used ReadyTalk but today we use ZOOM for our webinars. Most webinar platforms will provide you with a .MP4 file. We’ve always used YouTube to host our webinar replays. We have a good amount of content, more than some and much less than others. To give you an idea, our YouTube Channel has 366 subscribers and over the past 90 days has had 2,300 views and total watch time of 374.4 hours – that’s 46.8 working days of the quarter.
The advantage with platforms like YouTube & Vimeo is the ease of sharing your recorded content via Social, but also being able to embed the content elsewhere i.e. your CMS and Eloqua Landing Pages.
If your organisation subscribes to ON24, you have access to some solutions that offer a different range of ways to deliver your webinar replay content. ON24’s Engagement Hub is outlined below in more detail.
What if you don’t want your content publicly available on YouTube?
YouTube offers two options that you can use to control access to your content.
Unlisted video URLs work like any URL; anyone that has it can use it to view the video, but the URL will not be listed on the YouTube website. Once you share it, the person you gave it to can share it like any other URL.
Private video URLs are strictly controlled by you. They won’t be listed on the YouTube website. Only users you INVITE to view the video can play the video. If they try to share the URL it will not play because the URL is controlled by you, and will only play for users you invited.
You can load Unlisted or publically available YouTube content to your Eloqua Landing Pages.
Get more from Eloqua’s Landing Pages, and watch this replay
Would it surprise you to learn that globally, Eloqua users create more landing pages than they do emails?
If your organisation isn’t creating Landing Pages, would you agree it’s likely you’re missing the benefits of a key component of your campaigns?
ON24’s Engagement Hub
Drive more inbound leads with bingeable content hubs.
Engage prospects and customers with content they can binge on. Remove the dead ends after a piece of content is viewed by creating binge-worthy playlists of your best content. Give your audience the flexibility to self-educate by quickly finding content by filtering by topic, use case or target audience.
Easily organise and publish multimedia assets
Manage and publish your entire library of on-demand webinars and an unlimited number of multimedia assets. Optimise your content for SEO and prioritise and share content based on content performance insights. Replace confusing, hard-to-manage website resource centres with the ability to embed Engagement Hubs directly on website pages.
Other points to consider about your webinars
Grow your audience & their profile.
In the course of hosting your webinar, polls are a great way to engage your audience and gather additional data about a person and/or the organisation they work for.
- Use the data you capture in future campaigns. Constantly think one step ahead
- How will the data captured in this campaign shape the next campaign?
- Use the data for further segmentation and personalisation
- Think of the value of Poll data. Should that be captured by Eloqua and/or your CRM platform?
Post webinar communications
You will likely use Eloqua’s Email Editor to produce post-webinar communications. It’s important to contact all webinar registrants and divide your message by their engagement:
- Attendees
- No-shows
You will know their engagement i.e. attendee or no-show, via the webinar App you use in Eloqua on the Campaign Canvas. Those two emails can be a little different. Attendees could be provided with a link that takes them directly to the replay and no-shows could be sent to a form/gate where you ask them additional questions before they have access to the replay.
How to add YouTube or Vimeo video content to your Eloqua Landing Pages.
STEP 1:
Drag the Video Design Component to your Landing Page.
STEP 2:
Paste the URL from YouTube or Vimeo into the Video Link field. Add Alt Text and select from the additional settings highlighted below. You’re done, you’ve just embedded a video into your responsive Eloqua Landing Page without any coding.
In Summary
Any strategy you employ is typically not an either/or situation, but there will always be exceptions. At Marketing Cube we see the benefit of presenting our webinar replays on Eloqua Landing Pages as a default strategy. We would really need to have a good reason to not do it.
When you consider the amount of time and effort that goes into your webinar planning, it makes perfect sense to have that content live on as a key marketing asset that you could use for lead capture and more.
If you scroll back up this page, you will see an invitation to access a recent Eloqua User Group Replay focussed on Landing Pages. This is a perfect example of using and re-using webinar replay content.
Doing nothing with your webinar replays is a little like winking at someone in the dark. Let’s keep the lights turned on.
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