Insurance Broker Blog

Want to Elevate Your Business With YouTube?

How to Stand Out, Engage, and Convert with YouTube Videos

The power of YouTube video marketing is hard to deny when it comes to building trust with your customers.

Key takeaways:

  • It has been proven that people are visual learners, which means YouTube is a valuable tool in your marketing arsenal.
  • Helpful video interactions lead to greater purchase intent and your brand association gets a huge boost.
  • Video content is shared 12 times as often as text and image content combined.
  • Include a call-to-action (CTA) in your video. You will get 380% more clicks!

Not sure where to start? No worries – we have some expert tips so you can craft a video that works hard for you, and even shoot it on your own.

When it comes to building an online presence, nothing beats video since 65% of people are visual learners. Thanks to its movement and sound, video gives a lasting impression – 95% of a message is remembered when it’s watched, as opposed to 10% when read. Another impressive statistic about video is that when a viewer has a positive experience, their purchase intent increases by 97%, and brand association goes up by 139%!

All the statistics point to the value of video, but how do brokers translate them into leads and conversions? YouTube. It’s the second largest search engine after Google with billions of monthly searches. YouTube has become so large that you are almost guaranteed to find raving fans and customers if you educate, entertain, and offer solutions to their problems.

Is the voice in your head saying, “But, I don’t know how to make videos!” No need to be discouraged. It is not as difficult as you think, and the rewards are immense. YouTube is the strongest social media platform for driving conversions and closing sales

As such a competitive field, it is important for brokers to find ways to highlight their skills and stand out. How can YouTube help with that? Start by creating a business-centered channel and post videos of your speaking engagements or make videos on topics of your choosing. Provide content that will allow viewers to take something away from your videos. Are you knowledgeable about a new system that helps with your business? Are you good at explaining complex insurance terms? Do you like working with a specific type of groups such as large organizations or smaller companies? Explain your reasoning but make sure not to give everything away. Make them want more and keep coming back for your expertise.

1. By marketing on YouTube, you will be more easily found in Google searches

Google Universal Search means videos, images, news, books, and local searches are included in Google’s search results to provide the most useful information. When searching Google, you will see that video is appearing more often. One way to use this to your full advantage is to add YouTube videos to articles on your site. This will build backlinks to your site, which means you will get found on Google more often.

2. You can build your email list

Here is one way your engaging, educational, and compelling content can also bring in leads. There is software that can embed a sign-up form directly into your videos. The video can then be stopped temporarily so the viewer can enter their email address before they continue watching. It is an effective way to build your list. Alternatively, you can include a link in your video description and mention it in your video to draw attention to it.

3. You can evoke emotion and personalize your brand

Video evokes emotion, making people feel, think, and remember. Research has found that video content is shared 12 times as often as text and image content combined. Video is also processed faster in the brain. It can help humanize your brand, bringing it to life, with the ability to take your messaging from something static and flat to something dynamic and engaging, building trust and authority with your targeted audience.

4. You can repurpose your videos for more impact

The video you make for YouTube can be spread across your other social media channels, which will direct more potential clients to your YouTube channel, which means you have the chance to collect more viewers and subscribers.

5. Videos encourage people to act

Video is arguably more compelling than other mediums. It can enable a more authentic interaction which makes viewers more open to what you have to say. It is all about the call-to-action (CTA). You use it in your social and blog posts as well as other digital touchpoints, and its inclusion in a video produces 380% more clicks than if it’s in your description. It boosts the viewer’s likelihood of acting on what they see.

These are some strong points for why you should use YouTube videos to market your business, but you are probably wondering what makes a compelling video. Read on.

Tips for making videos that convert to Sales

You can get as sophisticated as you want when it comes to video creation and production or you can simply sit behind a desk and deliver your information, but the essential elements remain the same.

  • Context. Let viewers know what problem you are solving, how your insurance product will make their lives better, and increase their overall happiness.
  • Show and tell. Explain how it works. Use before and after photos if you can get them, and include testimonials that show why your products are better than the competition’s. This is where you show your unique personality and authenticity.
  • Share stories. This is a bit different from “show and tell.” In what ways does your product stand out? What about the people you work with? Can they or a happy customer tell a story about the benefits of your product? Authentic stories from relatable people go far in developing trust.
  • Be positive. Highlight the benefits. Scare tactics are a cheap, inauthentic way to attract attention. Focus on those who have purchased from you – these people inform your target audience.
  • Show some personality. You want to establish your brand identity, so display your personality. Remember, people buy from humans, not videos.

And, of course, include that all-important CTA so people know how to contact you.

YouTube videos are a successful way to market your brokerage and your products, whether B2B or B2C. The content may change, but the intent is the same: To get qualified leads that convert. Highlight your skills as a broker and a compassionate human being, and when you make your videos, they will come.

Whether you hire a video production company or decide to shoot with your own camera, video is one of today’s strongest marketing tools.

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