Promoting Your Agency with Video

Ask anyone who works in marketing this question, “What is the best way to get a prospect’s attention?” It may not be the first thing that comes to mind for all marketers, but at some point during the conversation just about everyone you ask will mention video.

In an environment where the consumer’s attention is increasingly fragmented, the idea of using interactive content to draw them in is gaining in popularity. Video is second only to feature articles when it comes to the best return on investment for marketing practices, according to a January 2013 study conducted by Copy Press, a software company specializing in content marketing tools. White papers, photos and interactive media round out the top five.

If you decide to go with video content as a way to draw people to your business, keep in mind that marketing your business with online video doesn't end with the production. You need to take steps to make sure the video is seen and if it's a worthwhile endeavor for your insurance business.

It may be extra work you weren’t planning to take on, but consider the fact that videos are 50 times more likely than text to appear on the first page of Google's results, according to Forrester Research.

Market your agency or business with these video marketing tips:

  1. Create content that is authentic and actionable. People know when they are being marketed to, so instead of carefully crafting a script that will mention every single type of policy you sell, focus on one area that captures the human interest. One way to do this is to share a story about how insurance saved the day for one of your clients. You may even want to interview that client for the segment. Another is to do a straight product overview, anticipating that viewers will only watch it if they want specific information about your products.

    Helpful Tip: Your videos should be consistent with an expected attention span. Producing short 30 second intro videos to whet the appetite of your clients will be far more effective than a 15 minute long cause/effect video. Be simple and be sure to cover the important points...briefly. The idea here should be to encourage your insurance prospects to call you, your videos should not try to answer several questions...unless of course you are producing an FAQ video.

  2. Optimize video for Google search. When you post your video online, don’t forget to add in the keywords that do a good job of describing the content. Add these keywords to the file name, title, tags, URL address, as well as a descriptive paragraph under the video, to better enhance your video for online search ability, as well as user experience.

  3. Post your video on your Facebook fan page. If you don’t already have a Facebook fan page for your business, create one and start inviting your customers to engage with you there. Before you know it, you’ll have a large fan base, and every time you post something new to your page, each fan will get an update in their feed. Regularly post video highlights of events you’ve been involved with, past events and customer testimonials, so customers will know your value to the industry.

  4. Put your video on YouTube and other video sites. Next to Google, YouTube is the second largest search engine, getting more than 3.5 billion queries a month according to comScore. So, right after you post your videos to your website, be sure to add them to your You Tube feed as well.

  5. Don’t forget the call to action. No matter what you do, don't forget to incorporate a call to action at the end of the video. It can be as simple as offering a phone number people can call, or even more useful, a trackable URL, coupon or discount code. Not only do these extras encourage viewers to engage with you, they provide a tangible way to measure the results of your efforts.

  6. Make a good showing. Presentation in a video is the same as if you were addressing a group of people in a room. Determine prior to taping what outfits will appear on the people interviewed in the video. Look at the setting the taping is happening. What all will be appearing in the background? Once a segment is taped, be sure to review it with a fresh eye, looking for anything that would distract the viewer from your messaging.

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