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Spotlight Innovators

Professional actors: If you don't want to be on camera, one of our actors can be your brand's video ambassador. Our
highly personable and experienced actors can deliver your content very authentically, using a teleprompter and
professional setup to read your script.
Step 4: reach your audience:

This is perhaps the most important part, where most people miss a trick. To promote your video as effectively as
possible, you need to get in front of the right audience.

LinkedIn: If you're B2B, LinkedIn is a great platform. You can send an InMail inviting someone to watch your video.
You'll be paying for reach (pay per send instead of engagement), so make your recipients feel special by making your
message authentic and personal instead of spammy.

Social Media: If you're B2C (or in many cases even if you're B2B), try Facebook and YouTube ads. We're hearing from
some experts that Instagram is becoming another great place to build an audience cost-effectively too.

Step 5: Capture emails:
After your viewers have watched 1 or 2 minutes of your video and understand your value proposition, prompt
for their email address in order to continue watching the video. This tends to work well and can be done easily by
hosting your video on Vimeo with a business account or Wistia.

Landing page: Your video can direct traffic to a landing page with an offer.

Gate your video: You can "gate" your video using an embedded pop-up inside the video that asks for an email
address.

Step 6: Nurture leads:
Once you have your list of emails from people who have watched your video, it's time to nurture a trusted business
relationship with them.

Boost engagement: You should typically send them a series of 5-8 emails using a software tool like Mailshake or
Mailchimp. The content can be some of your best blogs, ideally turned into videos in order to continue with high
engagement (research on the impact of video in email campaigns shows 50-300% more engagement).
Manage frequency: Some experts recommend using the Fibonacci sequence for the frequency of your emails,
meaning that you send 1 the next day, 1 the following day, then wait for 2 days before another email goes out, then
3 days, and then 5 days etc.

So there you have a step by step process to create AND promote high-impact video content: blog -> webinar -> record ->
promote -> capture -> nurture. And this is a process that you'll probably want to repeat on a regular (e.g., monthly) basis
in order to keep growing your audience and promoting new services or the same service with a different angle.

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