Using Video to Educate Clients
Written by Mia McGowan – Marketing Coordinator with Trusted Choice
In today’s evolving insurance landscape, your role as an independent insurance agent is more important than ever. Not only do you aim to provide clients with the best possible service, but you also educate them about the constantly changing market conditions and variety of insurance coverages. This builds a foundation of trust and reliability which is key in retaining business. As the market continues to evolve, it is important to leverage a mix of different tools to effectively communicate and differentiate yourself from competitors.
The Power of Video in Client Engagement
As technology continues to change how we communicate, video has become a powerful tool for reaching and engaging new and existing clients. Incorporating video into your communication strategy is a unique way to connect with your clients on a personal level. In fact, 72% of customers said they would rather learn about a product or service by way of video. Videos can explain information in an easily digestible format, making it easier for clients to understand important concepts about market conditions and insurance coverages rather than if it was received in a written format.
Video content allows you to stand out from your competitors. Unlike traditional methods such as email newsletters, articles, or printed brochures, videos capture attention quickly and are more likely to be shared across social media platforms. Videos can showcase your agency’s personality and expertise, helping to humanize your brand and build stronger connections with your clients.
The Benefits of Video in Client Engagement
- Enhanced Engagement: Videos are engaging, combining visuals with audio to capture and hold viewers’ attention. Whether explaining a new market trend or explaining coverages, video can make the content more interesting.
- Building Trust: Trust plays a huge role in the foundation of client-agent relationships. Videos can allow you to present yourself as a transparent and trusted advisor. By using video to explain complex insurance topics, you can build credibility and strengthen your relationship with your clients. Another way of building trust through video is using it to showcase your community involvement. Next time your agency is volunteering and giving back to your community, consider snapping a quick video to share on your social media, website, etc. When clients see you giving back to your community, it builds a deeper sense of trust and shows that you care. It means a lot more to see your community involvement than simply reading about it through written content.
- Brand Enhancement: Video content provides an opportunity for you to differentiate yourself in a crowded marketplace. By showcasing your knowledge and expertise, you can position yourself as an industry leader. Consistent, high-quality video content can elevate a brand, making you the go-to resource for insurance guidance.
Integrating Video into Your Marketing Strategy
To ensure the effectiveness of your video content, you’ll want to integrate it into your marketing plan. Consider identifying the topics that resonate most with your current and potential clients, such as common insurance myths, the importance of different coverages or how market trends could affect their policies. Create a content calendar to ensure regular video postings and work them in throughout your social media.
Promote your videos across multiple channels, including social media, your website, and email campaigns. Encourage client interaction by asking for feedback or questions in the comments section. This not only boosts engagement but also provides valuable insights into client concerns and interests.
Remember, when creating videos to share on social media, don’t make them too long. On social media, visitors will likely be more drawn to video as it is something different in their typical feed, but if it runs too long you risk losing their attention. Try to get your point across and keep these videos around 10-15 seconds. You can then use that as a structure for longer, more informative videos to use throughout your website and email campaigns.
Trusted Choice Insurance Explained Video Series
Trusted Choice’s Insurance Explained video series has become a valuable resource to help Big “I’ members get started using video as a tool for client education and engagement. With over 30 videos, this series helps explain those complex insurance topics so clients can be informed in their decision-making. This method of sharing information is becoming more popular as 91% of consumers watched an explainer video to learn more about a product or service. These videos can be shared across various platforms, including your website, social media, and email campaigns.
Some of the topics in this series include umbrella insurance, small business essentials, commercial insurance, protecting employees, and more.
These videos can be customized with your agency name and logo or downloaded immediately.
Conclusion
As independent agents, educating clients is an important aspect of your role, and video content is a new and exciting way to deliver this information. By embracing video, you can improve client engagement, build stronger relationships, and differentiate yourself in this competitive market. The Insurance Explained videos provide easily shareable, informative, and engaging video content so that you can ensure your clients are both informed and empowered, solidifying your reputation as trusted agents.
Trusted Choice® is the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big “I”) and offers marketing resources to all Big “I” members. Trusted Choice is designed to complement the local marketing efforts of Big “I” member agencies, extend their reach, and drive more consumers to independent agencies.Trusted Choice, as part of the Big “I,” also offers a suite of programs, including marketing materials, social media resources, reimbursement dollars, and more. Learn more here.