In episode 1 of our 3 part series, “Driving event registration success with Eloqua” we explored the webinar registration process. While Zoom users represented 56% of User Group registrants, we also reviewed ON24, WebEx and GoToWebinar.
Welcome to Episode 1 – Automating your Webinar Registration process
Event registration is the number one topic requested by User Group members. While we covered the subject a number of times over the years, this 3 part series is a new approach.
While the fundamentals of event registration with Eloqua are mush the same, there are nuances between a webinar, a single location in-person event and a multi-location/multi-city event.
Discover how Eloqua’s Multi-Step Campaign Canvas helps you deliver a magical CX
There are many ways you can choose to deliver your webinar registration campaigns. Our focus is to provide a more personalised approach acknowledging the campaign members engagement or lack of engagement. Webinars are a perfect opportunity to use Eloqua’s Progressive Profiling. What’s the point of asking a group of prospects the same questions over and over for every webinar when you could be asking questions to grow your profile data?
Design your CX
Our approach is to build two multi-step campaigns to deliver the entire webinar registration experience. The first campaign delivers the invitations, usually three. We don’t use the registration page provided by the webinar provider, we use Eloqua to host an Eloqua registration form on an Eloqua Landing Page.
Once the registrant submits the form we then add them to the second canvas which uses the webinar app to register them with your chosen webinar provider. The form sends the confirmation email and the second canvas sends the reminders to attend along with SMS reminders.
Watch the replay and we’ll explain why two multi-step canvases work so well.
The user group replay covers these three assets in detail. We didn’t focus on Eloqua Landing Pages during this episode, however the assumption is that you will host your Eloqua webinar registration form on an Eloqua Landing Page.
Maintaining engagement during your webinar is key, however your content should be the primary focus of your webinar.
At the end of the day you never really know if your webinar is just one window open on your registrants screen while they “multi-task” with other tasks. Your content should be the primary reason people attend, it should be on-message, add value for your attendees and hopefully be relevant for some time after your initial broadcast.
Creating engaging, visually stimulating slides.
When you design your slides, don’t make the mistake of simply building your deck like you would for a presentation you would make in-person. When you make an in-person presentation, you’re there as part of the presentation.
People can look at slides and they can look at you. On a webinar, your slide deck is generally your primary method to engage people. Your video may be visible, but not always and that depends on your webinar platform.
Who attends the Eloqua User Group each month?
As User Group members register each month we ask them a series of questions.
This month we asked them how often they login to Eloqua and which is their primary webinar platform, the one they use for external webinars.
Based on their response about the frequency of their Eloqua logins we use Eloqua’s data tools to transpose that information and create a new label of “Power User”, “Frequent User”, “Lite User” or in some cases “Non-User”
Include polls, Q&A, chat & charts.
Most webinar platforms provide a range of tools to help you engage your audience. In my view ON24 has the best tools to help you keep your audience engaged. However most platforms offer Q&A, the ability to present a poll and then present responses.
Plan ahead carefully to ensure the questions you ask firstly offer value to your webinar attendees and then also to your sales team as you associate poll responses to their Eloqua profiles.
A tip for you to consider:
Eloqua Data Tools can help you manipulate, cleanse or standardise data. For example, you may use externally friendly “language” as part of a campaign/form in a single select picklist, like our question above about login frequencies and then transpose the responses to conform to standard data models across your enterprise systems e.g. CRM, ERP etc.
10 Tips for creating great webinar content
Webinars are the only marketing tool that allow us to be in front of our prospects for an average of 55 minutes per engagement. But the key to a great webinar, is great content.
Join the ON24 team for “10 Tips for Creating Great Webinar Content” an interactive, live webinar where you will learn tips for creating impactful webinar content that engages audiences and results in more highly qualified leads.
In this on-demand webinar replay you will learn:
- How to find new content themes and ideas
- Making webinar content more interactive
- How to build multi-media presentations
- Creating more targeted content
Getting in front of your audience is half the battle, engaging them with great content is the key to victory.
You can watch the ON24 webinar on-demand, click on the button above and submit the ON24 form to access their replay.
Long after your webinar has concluded, your replay could be capturing new leads.
As you have probably already identified, this blog post is built around providing access to a webinar replay. We provide enough information here to “tease” you a little with the promise that the webinar replay will answer more of your questions and provide greater detail to help you design your own Eloqua multi-step campaign canvas.
How much do you edit? Is the replay exactly what took place during the live broadcast?
The answer will likely differ based on your content. In the context of this blog post and the associated Eloqua User Group replay, we do very little editing.
We place some branding to top and tail the webinar replay and we edit out any polls that may have been presented in live broadcast. The Eloqua User Group doesn’t really lend itself to being broken down into smaller, shorter “chunks”.
For other types of webinars, it might make sense to “chunk” down the webinar content into shorter topics that could stand alone.
There’s no reason you couldn’t place three or four videos on a landing page with a short summary below each bullet pointing out the key topics presented.
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 […]
Enhanced security for blind form URL’s, SSL certificate management & more.
The main focus of the 21C release is security with enhancements to help make PII (personally identifiable information) contained in a URL private, this is typically associated with a blind form submission.
A new SSL Certification Management option will be available shortly after the 21C update. This screen will allow you to view details and expiry dates for the certificates that you own. You will notice a column titled Eloqua Owned. This is part of a planned enhancement in a future release to secure new domains with Eloqua owned certificates.
You can watch the Eloqua Product Marketing Team 21C Release replay here.
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