Insurance is not typically a business that you think of when you think of social followings. Of course, the world we live in today is anything but typical. Thanks to social media, many consumers not only enjoy but are starting to expect that brands and companies of all kinds get on board and get engaged.
Plus, you’ve got major brands like Progressive and Allstate championing the more casual nature of business relationships with insurance companies, and many other big names aren’t far behind. Your brokerage needs to get on board, and you can take note from a lot of those who have come before you.
Of course, the way you approach video marketing is going to be different based on your needs, as well as the types of audiences that you are trying to attract. That’s the beauty of it, though: versatility and creativity are nearly unlimited when you’re putting video to work on social platforms like Facebook, TikTok, and YouTube.
Of course, some efforts are more successful than others, so you'll have to study up on the best practices. The good news is that you can learn a lot just by paying attention to the people and groups in the list below. They all have the lock on video marketing, with some thriving in the insurance industry specifically and others dedicated to the art that is marketing and branding through video.
The Internet loves its video these days. Over 65% of the people watching YouTube say that videos feel “like real life”. Over 1 billion hours of video are streamed each day on YouTube, and that’s rapidly growing.
You can find all kinds of statistics out there regarding video marketing, but the fact of the matter is that they all say the same thing: you need this tool.
Before we start exploring the people you should be following and learning from, let’s look at what you can do with this unique marketing tool to build your social following.
So, if you’re not familiar with this marketing tool and why you need it, you’re probably not also as well-versed in all the ways that you can put it to use. While some of the big-name insurance companies stick to ads or commercials, you can do a lot more with this tool than you might initially think. A simple search for something like “car insurance” on YouTube will show you millions of videos from millions of posters, all offering tons of different angles and purposes.
For one, you can create videos that showcase your brokerage and yourself as an agent. You can also showcase the rest of your team or do a “day in the life” type of video so that your clients can see what your day-to-day business is like. This is a good way to connect with people and give them that sense of transparency that they crave.
Another great way to use videos is for information sharing. Create informational videos that help your clients and the rest of your audience learn about insurance, including what types there are, how to buy coverage, what policies include, definitions and terms, and other important factors. This will show your audience that you care not just about selling them insurance, but about providing them with valuable information with no expectation in return.
Branding is one of the key reasons that companies use video marketing. When you employ it in a diverse strategy, you’ll ensure that you hit all the various marks as you go and give your brokerage the best chance of success. Consider making testimonial videos, videos like “what to expect with an insurance claim”, and so forth.
You could even make videos for news and current events in the insurance industry, helping your audience stay informed about the ever-changing world of insurance.
Video can serve you well in your marketing efforts in more ways than you might realize when you do it well. Now, here are some people who can help you along the way.
This YouTube channel offers a ton of helpful information for those interested in the legislative side of the insurance world. It offers interviews with brokers and agents all over the industry and covers a variety of subjects, providing plenty of insight and valuable information. The channel also features an engaging format and allows people to reach out to the brand through their website and other social platforms, which is a good lesson in interlinking all of your social profiles. If you want to see how to provide quality video on current events, this is a good group.
Agency Nation has taken YouTube very seriously and done quite well to make an impressive mark. They have a lot of subscribers and some great content that they’ve posted, including things about social media marketing as an insurance agent, how to use Google Analytics, and how to get customers without being dependent on leads. In addition to learning from their style, you can learn a lot about your business from all the insight that they have to offer.
Michael Sams is a sales expert that offers lots of great insight on various insurance sales tactics. As the Director of Sales Training and Development at New Horizons Insurance Marketing, he can show you how to close sales in under five minutes, every single time. He focuses on things like building confidence, giving a good presentation, and hitting on the key points that clients are concerned with to encourage them to act sooner than later. He has a lot of great videos that you can check out and the rest of his social following is growing, as well.
As the head of marketing at vidIQ, Mark Robertson now has a platform from which to help educate others on the world of video marketing. He has spent years in business and entrepreneurship, and he knows how to get results in a variety of areas. He's also a big fan of embracing the growth and change that comes with the new world of social media and engagement and takes a no-nonsense approach in his videos that helps him get results and make a good impression. He also teaches soft skills and things like how confidence can help you in your marketing efforts more than you may realize.
Evan Carmichael has a video on insurance marketing strategies that gives you a glimpse of his personality and shows you just why he has more than 3.1 million subscribers on his YouTube channel alone. He is part business expert, part entrepreneur, and publishes a newsletter named BELIEVE to keep people informed, too. He has a great social following and he offers various bundles of his programs for those who want to grow their success and learn his ways through more than just his YouTube and social profiles.
Gary is one of the best when it comes to embracing the new world of business. For years, he’s been an entrepreneur and business success. Currently, he’s the CEO of VarnerMedia and has done plenty in his business career, including building several successful businesses. He has a unique approach to business and knows how to engage audiences, no matter what business you’re in. From produced videos that show impressive marketing efforts to his selfie-style uploads that prove anyone can build a video following by just being a “normal person”, he is an example in and of himself, in addition to all of the tips and insight that he offers.
Neil Patel is one of the best business marketing experts out there today. While his expertise is specifically in SEO and search engine marketing, he’s also got a host of insights and resources that help with digital video marketing, too. Neil has been noticed for his efforts and was even recognized by former President Obama as one of the top 100 entrepreneurs under 30. Today, he focuses on providing as much useful content to his audience as possible and has an impressive publication rate. If you can figure out how to be as aggressive as Neil with your marketing, you’ll create a social network of near-constant sharing and engagement.
Brian works over at Backlinko, but he’s known for his efforts in digital marketing in several different realms and areas. He was one of the most popular digital marketing experts in 2021 and continues to be featured in a variety of publications. Brian’s specialty is in link building and traffic generation and he has “invented” some of the weirdest but most effective strategies out there today. He's got tons of successful marketing strategies and efforts of his own to offer and his videos alone can help you get set up for success. He likes to give actionable advice to help brands get results.
The founder of UnMarketing.com, Scott Stratten has created quite a social following with the help of his wife. They have mastered the viral video art form and are happy to share their expertise with anyone around them, focusing on marketing in unconventional ways to get results. They have published six books, spoken at many major companies and events, and love to help small businesses get their marketing efforts off the ground. They have plenty of resources available and even just checking out their content can offer a lot of insight.
We can’t do a list of proper video marketing and social media marketing in the insurance world without mentioning Progressive. Their marketing department has always been great at embracing the new and finding the best ways to connect with people. Whether it’s their collection of videos from Flo or other resources and videos that they offer, there’s plenty of inspiration to help you find your success in social video marketing. Take a few notes from the pros and when you’re done checking out the rest of this list, make sure that you look at brands like Progressive to take a note from their strategy books.
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