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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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