How to Leverage Video Marketing to Attract Clients

To engage with potential insurance clients, you must build an active digital presence. A major part of that active presence also must be video marketing, which has quickly risen to be a leading medium for communicating messages online.  A recent survey found that 89% of businesses use video in their marketing efforts, and 93% said they’ve received positive ROI from it. This highlights just how important video marketing is today, even for traditional face-to-face or over-the-phone marketing industries such as insurance.  In this article, we’ll discuss how you can leverage video marketing to attract new insurance clients. 

Be Authentic 

Just like everything else you do, you should always be authentic in your video marketing. Stay true to your company’s values and mission statement, and don’t try to do anything that doesn’t fit in with this just to grab attention.  The format, tone and subject matter that you cover in your video marketing needs to fit in with other aspects of your business. This includes everything from the printed marketing materials you send, to the content you post on your company blog, to how you approach people at networking events.  Your personality and that of your agency needs to shine through in your video marketing, and that will result in it being effective. 

Keep It Simple 

You may see some of the intricate, professionally-run video marketing campaigns of large insurance carriers and try to replicate that for your own efforts. Of course, it’s not likely that you have nearly the same budget as those enormous companies do, but that’s OK.  At a local level, you don’t need that type of budget to produce high-quality video marketing that is useful to clients. In fact, you can record most of this video on your own, using a smartphone or a relatively inexpensive camera.  While it may pay to invest in video editing software – or even a video editing freelancer/contractor if you or someone on your staff doesn’t have the skills to do it yourself — it doesn’t take much to create impactful video content today.  Once recorded, you can upload it to your social media platforms and on your website, and even use it as part of email marketing campaigns you send to current and prospective clients. 

Find the Right Mix 

Video marketing is a rather general term that covers a number of different types of media. This includes video testimonials, product explainers, customer onboarding/service, training videos, mobile app demos and more.  To be effective with video marketing, you need to find the right mix for what you are and what you want to accomplish.  According to the same survey quoted above, the leading type of video marketing is explainer videos, with 73% of marketers producing them. This is a great way for you to explain some complicated aspects of insurance products you offer.  You could integrate graphics and a slideshow along with a voiceover to explain how different aspects of home, auto and life insurance work. This video content can make it easier for clients to understand, and it also positions you as an expert on the subjects. 

Go ‘Behind the Scenes’ 

Consumers want to do business with people they feel they can trust. So much of the local insurance business is based around relationships, and leveraging video marketing in the right way can help you build those relationships with more people.  While some of your video marketing efforts may be explainer videos or other types of content that focuses on your products, don’t forget to let your agency’s personality shine through.  An effective way to do that is through “behind the scenes” content. You could take smartphone “selfie” videos of you meeting with new satisfied clients who are signing paperwork for an insurance policy at your office, for example.  You could also take video of you and your staff at a local charity event, networking event or even at a staff team-building outing. Consider that you have the option to record the video at the event and post it later, or even go live on some social media platforms as you’re there.  What this type of content does is allow clients to see you on a more human level, which helps them connect with you as “ordinary people,” rather than just insurance salespeople.   When combined with other types of video marketing content, this can prove very effective at attracting new clients and separating yourself from the competition. 

Discover the Good Life

At Good Life Insurance Associates, our experienced insurance sales associates are here to provide support and training for both new and experienced agents. To learn more about us, remember to explore our business support services. Or, to speak with a member of our team about your journey to becoming an independent agent, contact us today!