I’ll be honest – I got lucky.
My boss loves video almost as much as I do. In fact, he’ll slack me (yes, Slack is also a verb…like Google, but giving you more street-cred) asking when my next video is coming out. AND his video studio is currently way more legit than mine (not for long though). But this dynamic is not often the case.
So often, I hear that bosses are worried about wasting time and resources on video. “What’s the ROI?” they ask. And if all you can give them is “it’s really cool, duh!” I’m guessing it’ll be a short conversation.
Here’s how to crush that question the next time you’re asked.
It Will Increase Online Engagement.
Throw your boss this softball first: people go crazy for video! Ask yourself this: “Do I binge-watch Game Of Thrones on Netflix on the weekends or binge-read the Game Of Thrones book series? Do I click on more play buttons scrolling through my newsfeed or read more shared articles?” I think we both know the answer (who doesn’t have a secret obsession with cute puppy videos).
In business terms, all this video-love = more engagement with your brand. Let me give you an example. Below is the Google Analytics data for 3 EMK articles.
Article 1: The Only Insurance Video Marketing Guide You’ll Ever Need, has lots of on-page videos, generated a few thousand visits.
Article 2: How Women Are Changing The Insurance Space, no on-page video, generated over 20,000 visits.
Article 3: 7 Habits of Highly-Effective Insurance Agents, no on-page video, generated over 20,000 visits.
Articles 2 & 3 are our most popular EMK articles today, together generating almost 50,000 visits. But the average time a visitors spends on EMK reading either of those video-less articles is 228% less than the article which incorporates video.
Bounce rate is another awesome stat that can be used to track engagement. Bounce rate is the percentage of visitors who come to your website and leave without viewing any other pages on your website. The average bounce rate for Articles 2 & 3 is 88%; this means that 88% of the people who entered EMK through those articles left without viewing any other articles or pages. So, you could say we had 22% engagement (based solely off of Bounce Rate) on those articles. However, the bounce rate for Article 1 is 52%; meaning our engagement was closer to 50%. The article with video drove more people to continue navigating around EMK, even after having been on that page for almost 9 minutes! Boom, baby.
Simply put, even though Articles 2 & 3 increased the quantity of EMK traffic, Article 1 increased the quality of EMK traffic.
That’s the power of using video on your website: it captures people’s attention and keeps them engaged.
It Will Boost Your SEO Game.
[Real quick, SEO is ranking your website or your Youtube channel videos on Google for relevant consumer searches. Aka – increasing your website traffic through organic search.]
Technically you can boost your SEO game in two ways through video: through public-hosting or private-hosting.
Public-Hosting SEO Boost
If you’ve ever heard about Ryan Hanley’s “100 Questions in 100 Days” Campaign from his insurance agent days, you already know this SEO tactic. The strategy is to optimize videos on YouTube, the #1 public-hosting site, for relevant consumer searches on Google. For example, Ryan optimized this YouTube video for the search “what is the difference between flood insurance and water backup coverage.”
Publicly-Hosting Video SEO Strategy: Remember that Google owns YouTube, so they want to show good quality, value-adding YouTube videos to their search results. All YOU have to do is make ’em and optimize ’em on YouTube.
Private-Hosting SEO Boost
When you host your videos privately, you cannot rank the video itself on Google for a relevant search. So, privately-hosting video requires a different, but equally-valuable SEO strategy. Essentially, you are placing these videos in your content or around your website to help boost visitor engagement for that page.
Remember the Google Analytics data we referenced before? Well, high visitor engagement isn’t just good in and of itself; it’s also an SEO signal. Google looks for and ranks content that people love interacting with. Case in Point….that insurance video marketing article (the one with the super high engagement rate) is ranking on Google in spot #5 after less than 2 months! Boom, baby.
Privately-Hosted Video SEO Strategy: Create great videos, put them on your website, watch your visitors get pumped, let Google do the rest.
It Will Drive More Online Business Into Your Office.
Last year, Hubspot published some stats from an analysis of their own internal video usage. They saw a 200% – 300% increase in click-through rates when an email included video. They also saw an 80% increase in conversion rates when video was included on a landing page.
We’ve seen these same video-powered conversion increases in our own content.
At the beginning of last year, we were sending out this email to generate webinar registrations from our Advantage Subscribers on TrustedChoice.com
We were seeing about 25 registrants for every email sent (they went out monthly). So, it took us 4 emails (4 months) to hit 99 registrants. Then, one afternoon (over a beer), we decided to film a super short, kinda silly video just for the heck of it. It was a test to see if all the talk about video was actually true. Here it is, in all its glory:
125 people registered from this one email. That’s a 500% conversion increase. Guess all the talk was true. Boom, baby.
Nick Ayers, an independent agent in California, also incorporates video into his emails. He calls them “Video Proposals.” After he meets with a client, he records a short video like this and emails it to them:
At the end of the video, there’s a Call To Action asking the viewer to schedule an appointment to buy the policy Nick has suggested. These video proposals have (a) helped keep Nick at the top of his prospect’s mind, (b) set Nick apart from other agents and (c) increased his conversion rate.
Steal more of Nick’s awesome video marketing strategies here: The Only Insurance Video Marketing Guide You’ll Ever Need.
Using video in key places during the buyer’s journey will help turn more online prospects into clients.
It Will Create Social Media Hype.
Social media is an incredible tool to help make your business more human. It brings out the social side of “work.” People don’t want to read educational insurance content on Facebook; they want to interact with the other people inside your business.
What better way to capture the humanity of your office than through video?
I mean, check out the engagement on these insurance agent social media videos:
4,654 views. (Meiers Lombardi Lemanski Insurance in Michigan)
951 views. (Davis & Massey Insurance in South Carolina)
1,200 views. (Talladega Insurance in Alabama.)
Why Now Is The Time For Insurance Agent Videos
There’s a wave of change crashing down on the internet right now.
It’s not coming from the ridiculously expensive set-ups of professionals videographers; it’s flowing from average business people picking up their iPhones and sharing their thoughts, ideas, experiences and memories.
It’s why private-hosting platforms like Wistia and Bomb Bomb are seeing incredible organic growth rates.
It’s why Snapchat is the new Facebook.
It’s why even Starbucks (the company that used to literally never advertise) now has video ads like this all over social media:
User-generated video content feeds the human connection online users are craving.
And not many independent agents are taking advantage of it.
Its high-demand, low competition existence makes video one of the most opportunistic marketing channels for 2021.
And it’s time for independent agents to jump on board.
Thanks for reading (as always), friends!