Video Marketing Essentials for Insurance Agents and Financial Advisors

In today's digital landscape, video marketing has emerged as a powerful tool for insurance and financial planning professionals who want a better online presence and audience connections. To leverage this tool effectively, it's crucial to have a solid video strategy, engaging content, online seminars and more. This article shares tips and suggestions to help you get started.

The Importance of a Well-Defined Video Strategy

Your video strategy roadmap should include:

• Types of videos you will produce
• Marketing platforms you will use
• Scheduling of when this content will be shared
• Timeline for the overall execution

Tip: Posting videos regularly and consistently increases audience engagement and keeps them coming back for more.

Creating Engaging Content for Customers and Prospects

Putting out engaging content is vital for capturing audience attention and building prospect loyalty. But what formats work best for insurance agents and financial advisors? Two recommendations: informational videos and testimonials.

Informational videos address questions or challenges common to your audience. Popular subjects include:

• Products and solutions
• Trending topics
• Frequently asked questions

By providing valuable insights and solutions, you position yourself as an industry authority. For example, if your customers frequently ask you about a particular insurance product, you could create a video guide that demonstrates its features and benefits.

Testimonials allow satisfied customers to advocate for your business. Ask them to share their experiences about how you helped them solve a problem. Do remember to get the customer’s approval prior to sharing their stories. Authentic testimonials can build trust and credibility, encouraging potential prospects to choose your business.

Generating Leads With Online Seminars

Conducting online seminars or webinars can be an excellent way to generate leads and engage with your audience in real time. Hosting a seminar allows you to display your expertise, answer questions and interact with potential customers directly. Plus, by requiring registration, you’re able to capture the client information for lead follow up.

Start promoting your webinar or seminar event two to three weeks in advance by sending short, one-minute teaser videos across your social media platforms. Use a reliable hosting platform like Zoom to ensure your event runs smoothly. Whether you choose to go live or prerecord your content, make sure it's informative and provides value to your audience.

Using Personalized Video Messages to Build Customer Loyalty

Personalized video messages can significantly enhance customer loyalty by making your audience feel valued and appreciated. Sending personalized birthday wishes, anniversary greetings or customer appreciation messages, can create a strong emotional connection with your audience. It will help you retain your clients and keep them engaged with your business.

Tailor your message to each recipient. Address them by name and mention specific details relevant to them. Doing this sets your business apart and fosters long-term relationships.

Choosing the Right Equipment for Your Experience Level

Selecting the right equipment for video creation can significantly influence content quality. Depending on your experience level and budget, different tools may be more appropriate. You can check out all our video equipment recommendations.

Cameras

Getting started with creating great videos is easier and cheaper than you might think. If you have an iPhone, Galaxy, or Pixel smartphone from the last few years, you already have a fantastic camera in your pocket. Just flip to the main camera on the back for the best picture quality. Then, start capturing content.

If you want to take it up a notch, and your budget allows for it, try more advanced camera options like the Panasonic LUMIX G7 or the Canon EOS R6 Mark II. Both provide excellent video quality, speeds up the content creation process and elevates your brand’s presence.

Microphones

It’s important that you have good quality sound when compiling video content. Good audio engages viewers. Subpar audio, on the other hand, drives people away.

Here are some microphone recommendations to consider:

To ensure your videos sound as good as they look, you should use audio tools that are compatible with your chosen camera setup. When selecting microphones, recorders or other audio gear, pay attention to the features you will need for seamless integration — for example, microphone input jacks or compatibility with wireless systems.

Tip: Search on YouTube for "Does [specific audio tool] work with the [specific camera]?" Doing this should bring up real-world examples and reviews from other creators.

Post-Production Audio Tools

Generally, investing more in quality audio equipment will yield better sound. However, even if you encounter less-than-ideal audio, using tools like Descript and Auphonic can significantly improve the sound in post-production.

Essential Tools and Platforms for Hosting and Editing Videos

To produce high-quality videos, you will need reliable tools and platforms for hosting and editing your content. Depending on your experience level, different software options may be more suitable.

If you’re new to video editing, CapCut and Kapwing are good recommendations. They both have user-friendly interfaces, making them excellent software for helping you understand the fundamentals of video editing.

Do you already understand the fundamentals of video editing? In that case, you may be ready for more in-depth editing capabilities and greater control. One option to consider with a wider range of features is PowerDirector 365.

For professionals needing the depth and flexibility needed for complex, high-quality video production, Adobe Premiere Pro is a good choice. This option encompasses the most comprehensive set of tools and the highest level of precision available.

Video Marketing Channels and Their Strategies

When you are ready to share your video creations, consider how you will share them. With any kind of marketing, there are different stages of effective inbound marketing. These stages are attract, engage and delight. Are you aiming to attract prospects with the video you’ve created? Are you looking to have clients engage with your content? How are you continuing to delight your clients with the content you’re creating? Each of these marketing channels offer a different strategy as seen below.

Video Marketing in Conclusion

Incorporating video marketing into your business strategy can unlock new opportunities for growth and customer engagement. By having a well-defined video strategy, choosing the right equipment, creating engaging content, hosting online seminars and using personalized video messages, you can build a strong online presence and foster lasting relationships with your audience. Remember to be genuine and compliant in your content, and keep experimenting with different tools and platforms to find what works best for your business.

Senior Market Sales^® (SMS) wants you to stay current with video and digital marketing by subscribing to its YouTube channel. And don’t forget to like its videos and engage in the comments section. Our goal is to provide you with content that elevates your business to new heights.

More SMS resources for agents and advisors:

• Essential Email Marketing Practices
• Fundamentals of Digital Marketing
• Best SEO Practices
• Top Marketing Tips to Boost Sales

SMS also offers a large library of content for marketing purposes. Our agent marketing platform has exclusive tools and resources designed to help fill your pipeline with prospects and stay connected with clients.

If you’re looking for more marketing content, contact an SMS marketing consultant at 1.800.786.5566.