As an insurance agent, it is important to find innovative ways to grab people’s attention. Increasingly these days, that means doing things that are outside of our comfort zone. Many of us are not comfortable being on camera, but there is just no denying that video marketing is hot right now. It is one of the most effective ways for agents to get noticed and land more local insurance clients. If done right, video marketing can beat referrals, networking, and events combined.
Forbes magazine deemed 2016 “The Year of Video Marketing.” ComScore says 84.5% of the U.S. internet audience views online videos. And HubSpot says 90% of internet users find video useful in making their purchasing decisions. In short, consumers love video.
Videos play an important role in the online viewing experience and incorporating them into your marketing campaign can significantly boost results. As one article on HubSpot explains, “Video is no longer an ‘up-and-coming’ marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.”
You Don’t Need High-End Equipment
Agents sometimes shy away from video marketing because they assume that it will be costly. They think that a lot of specialized equipment will be required, or that they need the services of a high-end video production agency. In reality, you can produce effective videos using resources you already have.
To start, you can look in-house instead of hiring an outside videographer. The benefits of doing so are twofold: Firstly, it costs less; Secondly, it will give people on your team an opportunity to develop their video marketing skills. As video is one of the fastest-growing trends in marketing, learning how to capture, edit, and produce in-house could prove advantageous.
A well-lit conference room can be used in place of a studio; a good quality smartphone will suffice in the absence of professional camera equipment; and, as previously mentioned, you can use a member of your office team to undertake the role of videographer.
You Might Need Acoustics and Lighting Equipment
Sound and lighting are important aspects of video production: Good sound is essential in ensuring you get your message across clearly. Proper lighting eliminates shadows on your face and adds an air of professionalism to your video. That does not mean you have to spend a pile of cash on acoustic and lighting equipment, though.
Something like a Zoom H1 microphone costs less than $100 and produces top quality video acoustics. Likewise, for under $100, you can make your own lighting kit with a few basic purchases from Home Depot or Lowe’s.
You Don’t Have to Mimic Other YouTube Marketing Videos, but it Might Help
YouTube is an amazing platform for marketing your insurance agency. As the second largest search engine, it should also be the primary focus of your video marketing efforts. According to Statistica, more than 400 hours of video is uploaded to YouTube every minute. A large portion of that content is user generated rather than brand oriented. There are, however, many brands vying for attention on YouTube.
Because of the immense popularity of YouTube, it can be tempting to try something drastically different from what others are doing in an attempt to differentiate your brand. The pressure to differentiate is often a sticking point for some agents who ultimately find the challenge insurmountable. Instead of backing into a creativity cul-de-sac with thoughts of coming up with something unique, why not simply mimic the strategies of other successful brands.
According to a recent study by Pixability, YouTube has clear clusters of companies within the same industries pursuing similar content strategies. If a formula is working for one, there is no reason it won’t work for another. That demonstrates that you don’t necessarily have to come up with an original strategy before getting started.
You Do Need to Consider Your Content and The Audience
Your video could be as simple as you standing in front of the camera describing your company and the services you offer. Many YouTube videos follow this format and a large portion of them are successful. A little creativity, however, can go a long way. Please ensure that they’re 100% compliant with D.O.I., FINRA and corporate rules and regulations.
First, you need to assess your target demographic; what are their interests? What is going to make them keep watching your video past the first few seconds? Fast Company says you have 20 seconds to capture your viewers’ attention. In that time, you have to convince people that your video is worth watching. Videos that offer value to people’s lives are given more attention than those with an express marketing purpose.
The most successful marketers use a range of video content to reach a variety of people within their target demographic. Both short form and long form marketing videos can be used to great effect.
You Probably Need a Script
You don’t need an Oscar-winning script, but “freestyling” your way through your marketing video might be a bad idea, particularly if you lack on-camera confidence. You no doubt already have thorough knowledge of your services, but few things rob the brain of energy as quickly as getting in front of a camera. A script is also a good way to ensure you cover all the important points that you need to convey to your audience.
Keep in mind that your video will essentially be performing the role of your sales team. It will be delivering a message to a viewer, and hopefully, entice them to finding out more about your brand.
With that said, the best videos appear natural and unscripted – just like a good sales call. That means you will have to become so comfortable with the information on the script that you can get in front of the camera and perform like it is second nature.
You Will Definitely Need a Call-to-Action
Finally, one of the most important aspects of your video is a call-to-action or CTA. If you’ve managed to keep your viewer’s attention to the end, you need to tell them what to do next: Do you want them to visit your website? Call your office? Or join your Facebook group? Let them know at the end of the video.
Make it clear what the next steps are and how they can remain in contact with your agency. Make the CTA compelling, yet simple. Something like: Our local insurance rates are among the most competitive in the industry. Come and find out more about how we do what we do at – www.yourwebsite.com.
Video is a great tool to have in your marketing arsenal. It allows you to reach out to more local clients than you might normally be able to. What’s more, people love consuming video and do so frequently via smartphones, tablets, and laptops. Video marketing helps make sure your brand shows up wherever they are.
