- Content Assets uploaded to Eloqua
- Query Strings to track links wherever they are used
- A Saved Report to identify who clicked on those links
- A Marketing Automation Program with Program Feeder to grab those people
In this example, let's say you want to kick off a campaign that allows your fans to easily download your team's schedule from an email, which would trigger a number of benefits for them (perhaps being added to a "Tell Me About Special Offers" distribution list) and a number of benefits for you (knowing who is interested in timing of games and events for better segmentation for upsell).
Now we'll move on to your email - design the email containing the free download offer and insert the hyperlink - when you paste in the link to your schedule (the link we told you to hold on to a few steps back), you will be editing the end of the URL to add the query string parameter you just created AND the name of the content, in this case "Event Schedule", to record the fact that anyone who has clicked on this link has done so to request your Event Schedule (you might need to click on this image to see it clearly):
The content element of your campaign is done! Now when people click on this link, they'll download your team's schedule! The next part is setting up the reporting and the automation to capture those people and add them to a marketing automation program.
Add a first step to your program to act as the entry point for your schedule downloaders. As an action for this step, we recommend having them added to a Contact Group so that you have more flexibility in how you manage and report on the fans that have downloaded the content (e.g., when put in a contact group it becomes easier to add them to a future email campaign distribution list):
Then, once that first step is saved, go to the "Members" menu and add a Feeder to the program - this is the item that actually defines how fans will be added to this automated progam - so to tie everything together, you'll be telling to system to add to the program all the fans that show up in that report you saved a few steps back - worded differently, anyone who downloaded your schedule will be added to this program:
Save this feeder and YOU'RE DONE!!
- Send them follow-up emails with further promotional offers
- Add them to other lead nurturing campaigns
- Notify your sales team to contact the fans
- Update their profiles to indicate their activity or change their lead score