How ‘Professionalism’ Could Be Killing Your Insurance Video Marketing Efforts
If you have read this blog for any length of time, then you know how important it is to put yourself out there with a strong online marketing presence. We encourage blogs, Social media, a frequently updated website, and personality. One way that you can deliver both personality and value to your customers and potential customers is to produce video content for YouTube and your website.
Video is a great way to communicate information quickly and effectively while giving a sense of who you are and answering questions that are important to your customers’ needs. But there is one mistake you could be making to kill your insurance video marketing efforts before even getting started. It’s called “professionalism.”
Don’t misunderstand me. I’m not saying you should go out of your way to be unprofessional. I’m saying you should do whatever it takes to be real and authentic. Here are some ways that professionalism can really harm your efforts.
It leads you to produce slick, polished videos that no one will have the time or patience to watch.
When you think that your video marketing efforts require a substantial expenditure of time and money… when you think that you have to hire someone to overproduce a web video on how to reduce the amount of your teenager’s premium … you are stifling your own creative process and overthinking what should be a fast and fun marketing tool. It does not take a lot of money or a lot of time to create and publish a video that provides value to your customers and potential customers.
It eliminates authenticity from your marketing.
According to John Carroll of the InsuranceSplash podcast, people actually respond better to videos that are imperfect and off-the-cuff. You can easily create such marketing materials with an iPhone, and by doing so, you do more to foster a sense of community that can make you seem approachable and authoritative — a wonderful combination in online marketing of any kind. The thing that you want to communicate most in all marketing materials that you put out into the world is authenticity. Gone are the days of snake oil salesmanship. Customers are too smart for that. They want information and guidance from people they can trust. Your videos can do this without taking up too much time and resources.
It costs you marketing dollars that could be better served elsewhere.
Bottom line: if you have expertise, you should never have to spend a lot of money to convince people of it. Your marketing dollars could serve you better elsewhere. Buying vetted leads is one way to get more out of your budget because it has a direct revenue impact on your business. Video marketing can be an important addition to your brand building efforts, which can have revenue effects down the road, but if you spend too much time trying to polish it up and be “professional,” you run a real risk of losing the core focus of your job as an insurance agent. Online marketing of any kind should be cheaper and more effective at ROI. That’s why it is important in your videos to be yourself and talk to your audience with your voice — not something that feels polished and manufactured.
Insurance leads & customers are among the smartest in the world. They’ve harnessed the power of the ‘Net to learn more about the decisions they’re making, but they still need you as part of the buying process. It makes sense to go where they are and to reach out in an omni-channel way through videos and sites like YouTube. But don’t overdo it. Authenticity works, and it comes with a cheap price tag. Take advantage of that!