In this digital era where most client facing interactions are conducted over email or by phone, it’s very easy to lose that human touch. Insurance agency video marketing is an effective strategy to bridging the gap between technology and client relations, while also increasing conversions.
WHY IS VIDEO CONTENT SO IMPORTANT?
In case you have any doubts of exactly how powerful video content is for your digital marketing strategy, here are a few eye opening statistics from Hubspot; almost 50% of internet users look for videos related to a product or service before making a purchasing decision. Also, 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
Video content is in high demand from consumers, and is an incredibly beneficial tool to help with converting leads and retaining customers.
HOW CAN VIDEO BE USED BY INSURANCE AGENTS?
No matter how successful video marketing might be for everyone else, the real question is how can you, as an insurance agent, effectively utilize video marketing? Here are a few tips specifically for agents.
The Welcome Kit Video – Once upon a time clients walked through your doors to conduct business face-to-face. Now you mostly engage clients over the phone or online, and everyone saves time in the process. The trade off is the human connection can quickly be lost. Using video content to replace or complement the welcome kit package is a unique, low-effort, high impact video anyone can create.
Why would a welcome kit video be beneficial? According to Hubspot 4X as many customers would rather watch a video about a product or service than read about it. This goes back to our Insurance Agency Marketing Content Strategy; craft quality, beneficial content that will set you apart from competitors.
Video Content for Dead Leads – Your agency website will always get visitors who request a quote, and then seemingly disappear as they never take your calls or ignore follow up emails. Unique video content can be an incredibly useful tool to converting those dead leads. Don’t be afraid to use humorous or emotional messaging to relate to your target audience when storyboarding your video content.
Of course video marketing isn’t just about creating content, it’s also a useful tool for lead tracking. Use marketing automation software when sharing your video content to acquire beneficial insights crucial to your prospecting strategy. See which cold leads viewed your video in its entirety, and how many videos they viewed; the more they engage with your video content the higher chance of conversion.
The Cross-selling or Upselling Video – Create compelling insurance agency video marketing content outlining the benefits of further buying into your agency’s offerings. This is a good way to personalize your message and further establish trust with your clients. Remember, most modern day customers would rather watch a video about a product than read about it. With this in mind, leveraging the popularity of video will help increase your conversion rates when cross-selling or upselling to clients.
INSURANCE AGENCY VIDEO MARKETING IS MORE THAN A TOOL – IT COMMUNICATES YOUR CULTURE
The video content you put out is an extension of your agency’s brand identity and culture. In the content saturated world of digital marketing it’s important to showcase your human brand, especially in the insurance industry where relationships are at the center of growth. People want to do business with other people. It’s not about being a content production manufacturer, but rather utilizing the power of video to make real connections that turn into lasting business relationships.