5 Reasons Insurance Agencies Should Invest in Video Content

Posted by Richard "Dick" Cleary on May 6, 2020 11:01:56 AM

AdobeStock_212489792Regardless of which marketing information source you consult, video content has become the most powerful digital marketing tool to reach consumers. Numerous marketing surveys and study reveal more than 50 percent of consumers prefer to see video content from the brands and businesses they support; and, video content has edged out static photo images as the best performing content for businesses. If you are not leveraging the power of video content to increase your brand awareness and capture leads, it's time to jump on the bandwagon. Video content is the next big thing and it isn't going anywhere soon. Here are six reasons you should invest in video content for your insurance practice:

Increase Brand Awareness

Building and maintaining a successful insurance agency requires creating strong brand recognition. Use the power of video content on your website and social media pages to make sure current and potential clients have no doubt about who you are and what you do. Each video you create for your website should contain your agency's logo and you should use a consistent format and font. As you post more videos, your brand will become recognizable. Another way to increase brand awareness with video is by creating content which tells visitors why they should do business with you. A video like this works well on your "About Us" page. Content can include your mission, your core values, an introduction to your associates, and brief explanation of how you can help potential clients. This video content should be sincere and promote a connection with the viewer, your target market (if you have one) as well as the community you serve.

Don't be afraid to include some personal details, such as why you started your business, and safe details about your family, hobbies, etc.

Standout on LinkedInAdobeStock_128586265

According to Forbes, LinkedIn has become one of the most important places to promote your brand – especially in a professional capacity – however, limiting your message to only text-based content will stifle your ability to truly exude your brand and connect with viewers emotionally. In order to stand out on LinkedIn from your competitors, and quickly capture the attention of those who are making decisions about you, augment your words with pictures – moving pictures (videos).

Forbes went on to report that although text, email, blogs, and text-based biographical information are the norm for most of our communications today, they’re the least rich forms. Video, on the other hand, allows you to provide a complete communication, thereby making a better first impression – one much closer to being there in person. The first impression you deliver has moved online – along with much of your other communications – so video has become more important and more valuable.

Provide Professional Training

Setting up your associates for success requires providing professional sales training to develop their core competencies in how to build and run a successful practice in today’s ever-changing marketplace. Conducting in-house training can be timely and expensive, but not if you provide video training. Creating professional training videos for new hires to watch saves time and money. It also benefits those undergoing the training because they can stop, rewind, and listen repeatedly to more challenging subjects. Additionally, they can return to the training after a week or two, once they have some experience under their belt, to refresh and make certain they are following best practices.

Video training content also works well to supplement live training or provide an engaging and comprehensive resource for ongoing training. No matter how much experience one has with insurance, refreshers can always help reinvigorate those who might be in a slump, by providing competency-based learning where associates have a voice in not only what they need, but also have a choice in when and how they get it. You can use training videos for more than just sales techniques; you can use them to present office practices, how to fill out paperwork, information about new policies and products, and any state or national legal changes that might impact business.

Detailed Analytics to See What Works

Traditional text content makes it difficult to hone in on specific parts of a social media post or blog post which resonates with readers. In some cases, you might not even know how many people have read your post. Video content gives you powerful tools to track when viewers stopped watching your video and whether a video resulted in business. You can also see how many full views and partial views have occurred for each video. Video heatmaps are one of the most revolutionary metrics to measure how efficiently your marketing videos perform on your agency's website. Instead of telling you if a user is watching a video, a video heatmap shows you how a user is watching it. Heatmaps track things such as mouse locations, watch rates, and points during your video when users engage or drop off.

Educate Clients with Financial Literacy Content

VideoMarketingBlogPictureIn today’s world, both agency owners and associates who want to make an impact and succeed in the financial services industry are tasked with educating clients and prospective clients, so they can make informed choices about the insurance and investment products they need and want. The bulk of your website and social media account should provide financial literacy content about insurance-related topics. As previously mentioned, consumers prefer to watch videos instead of reading content. You can post videos explaining types of coverage, tips and tricks, as well as any other topic which you think your clients should know about.

FAQ videos covering common questions about particular coverage also attract viewers. You can make short videos addressing questions about what to do after an accident, after a fire, or the steps to take when a client has purchased a new (car, house, boat, RV, jewelry, etc.). Other topics can include how to file a death or disability claim, and answers to common questions to help clients through these challenging times, such as on Social Security. You can also provide video content about insurance-adjacent topics and post customer testimonials about your service and problem-solving skills. Videos are also a great way to directly communicate with your clients. You can send videos to an email list for special holiday announcements. To really stand out, you can even send a special "Happy Birthday" video message to your clients.

Capture Leads to Increase Business

Video content serves as a powerful tool to capture leads to increase business. You can offer a teaser and place a lead form in the middle of a video to get name, address, email, etc. When videos are extra-long and contain a lot of information, you can also put them behind a gate, requiring viewers to enter information before they view. You might also consider creating an interactive video. This allows you to pre-screen prospects and learn valuable information about them before a phone call or meeting. Pre-screening can include direct questions about their current coverage and/or what kind of coverage they are seeking. You can also include indirect questions about how they would handle their income needs after a death or disability, or the various costs after a disaster or accident. Finally, multiline practices could ask if they are interested in saving money on premiums by bundling coverage.

Topics: Agent / Advisor Training, eLearning, Training and Development, Insurance

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