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Insurance Video Marketing Made “EASY”

Presented by:

The Ultimate Guide to help P&C Agents use video to Attract, Engage, & Retain.

Table of Contents

Introduction 3

Why Use Video? 5

What Videos Should You Make? 14

Customer Testimonials 15

Why Work With My Agency 18

Happy Birthday Videos 21

Best Practice: Paradiso 27

Holiday Videos 29

Types of Coverages 31

Best Practice: Hanley 34

Creating Your Video 38

Pros and Cons 39

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Appearing on Camera 40

Recording Your Screen 44

Tips for Using Your Video 47

Video Hosting 48

On Your Website 49

When Quoting 51

When Cross Selling 53

Email Newsletter 56

Social Media 57

Best Practice: Stromsoe 58

Conclusion 61

Introduction

“Video is a powerful way to share information and educate both clients and prospects. The challenge in creating video is that it takes a bit more than writing a simple article.”

- Steve Anderson, Authority on Insurance Technology, Productivity and Profitability Steve Anderson Tech Tips

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Video is a fantastic way to help consumers better understand the Value of Insurance. That’s why we’ve created this resource. We want to provide you with detailed instructions on how you can create and utilize videos in your agency.

To your success !

- Mike Demko, Founder & CEO, My Insurance Videos

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Why Use Video?

5

Important Facts about the

effectiveness of Video

of big brands say that VIDEO is the MOST EFFECTIVE Form of Content

74%

And Video Ads Doubled Last Year… because they WORK !

6 Why Use Video?

Voice

Imagery TEXT

Most people are Visual Learners

7 Why Use Video?

has 6X better retention rates than VOICE alone

Voice +Imagery +Text The Combination of

8 Why Use Video?

Many of The FASTEST Growing Agencies USE Video Today

Source: Vertafore & Aite Study 2014

9 Why Use Video?

Including the word “VIDEO” in the subject

line of an Email can boost open rates by

20% Or

more

Why Use Video?

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Don’t get left behind

Video is the FUTURE!

11 Why Use Video?

Video is a great way to attract new prospects, educate and retain your clients, and create a WOW customer experience

12 Why Use Video?

Why Use Video?

Video is Versatile Can be Embedded within your Website

Can be Sent via email when quoting, cross selling and in Email newsletters

Posted to Facebook and all social media platforms

Can be used for Birthday and Holiday Greetings

13 Why Use Video?

What Videos Should You Make?

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A review of the types of videos that

you should consider for your agency

Customer Testimonials

Guidelines Keep it brief – Under a minute is BEST

“Help” your customers with what to say by writing a script for them

Makes it MUCH easier for your customers to agree to give a testimonial

This way, you’ll get a variety of topics (that you choose)

Helps you get the “perfect” testimonial

15 What Videos Should You Make?

Experts Tip: When discussing script ideas to your clients, be sure to mention it’s just a draft, and your customer can change it however they’d like

Customer Testimonials

Topic Ideas (What You Want Your Customers to Say About Your Agency) Your Subject Matter Expertise

Excellence In Customer Service

That Your Agency Is Easy To Work With

That Your Agency Is A One-stop Shop

That Your Agency Helped The Client To Save Money

How You Helped Them With A Claim

16 What Videos Should You Make?

Experts Tip: Some customers may want to record their video with a smartphone or webcam and send it to you - That’s ok, just “help them” with the script.

Customer Testimonials

Best Practice Examples:

Sampson Insurance Testimonial

W.J. Wheeler Insurance Testimonial

Cossio Insurance Agency Testimonial

17 What Videos Should You Make?

Why Work With My Agency

This video can be posted your Home page or shared with your prospects when quoting or even on Facebook or LinkedIn

18 What Videos Should You Make?

Guidelines Keep it brief (1 min to 1:30 min MAX)

Decide if you want to appear on camera or not (see “On Camera” Tips on page 32)

Why Work With My Agency

Topic Ideas What is your unique selling proposition? Why should prospects choose

you?

How long have you been helping families protect their assets in your neighborhood?

How do you give back to your community?

How do you help consumers navigate the complexities of insurance?

“I can help you with all of your insurance needs, not just personal lines” (or whatever your Agency offers)

19 What Videos Should You Make?

Experts Tip: Be sure to mention that as an independent agent, you are able to shop different carriers for best pricing.

Why Work With Our Agency

Best Practice Examples:

Neckerman Insurance Services

McClain Insurance

Rey Insurance

CCW Insurance - Top 10 Reasons to Choose CCW

Mark Anthony Group – Why Choose an Independent Insurance Agent

Jackson Insurance Group

Foster Insurance Group (a little long)

20 What Videos Should You Make?

Birthday Videos

Sending a birthday greeting to your clients on their birthday is a MUST! You are in the relationship business, and everyone likes to be acknowledged on their special day.

21 What Videos Should You Make?

Birthday Videos – Emailing

Many Agency Management Systems can send out a Bday Campaign Automatically

MailChimp & ConstantContact, etc also have Automatic Birthday Campaigns (Set it and forget it !!!)

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*My Insurance Videos data 2014

Experts Tip: Birthday Videos have the highest open rate of any Campaign (up to 85%*). Top agents are texting Birthday Videos to their clients

Birthday Videos - Facebook

Posting your Birthday Video on your Friends wall is a great way to Wish your current clients and prospects a Happy Birthday

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Benefits of Posting Birthday Videos to Facebook

The Birthday Message is coming from you & YOUR Agency

Your video will be noticed by all of your Friends’ friends (great exposure for your agency)

A simple way to deepen your relationship

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Experts Tip: Don’t just post to your current clients wall. The birthday video is a great way to connect with your friends that “aren’t yet your clients” (but should be !)

Happy Birthday Videos

Guidelines Keep it brief (30 seconds is probably best)

Be sure to include music

Include your STAFF!

Their voices or a picture of your agency

Don’t be afraid to show your personality

You don’t have to appear on camera

Make sure it is mobile friendly

Never send a video file (send a LINK to a video file)

25 What Videos Should You Make?

Happy Birthday Videos

Best Practice Examples:

Happy Birthday from Paradiso Insurance!

Happy Birthday from AltaVista Insurance Agency!

John E. Peakes Insurance Agency Wishes You a Very Happy Birthday!

Happy Birthday from the Stromsoe Insurance Agency!

(Disclaimer: this video is from MyInsuranceVideos.com)

26 What Videos Should You Make?

Best Practice: Paradiso Insurance

Has been Posting Birthday Video to Facebook since 2011

More than 1,000 views each year

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Experts Tip: Posts the Birthday Video to Facebook on his friend’s wall

Chris Paradiso Hartford, CT

Best Practice: Paradiso Insurance 28

Click here to Watch Video

Holiday Videos

Talking to your book of business throughout the year is a great way to strengthen your relationships and stay top of mind.

29 What Videos Should You Make?

Holiday Videos

Best Practice Examples: 4th of July

Loiselle Insurance Agency

Happy Thanksgiving John E. Peakes Insurance Agency

(a little long, but good idea)

Season’s Greetings Michael Phillips Insurance Agency

Morgan Insurance Agency

Lancaster Insurance

Derek Twells Insurance Agency (from My Insurance Videos)

30 What Videos Should You Make?

Explanation of Coverages

Guidelines

Keep them brief (2 to 3 min MAX)

Decide if you want to appear on camera or not

31 What Videos Should You Make?

Explanation of Coverages

Topic Ideas

Create videos for each line of business that you write

Ask your policyholders and prospects what questions they have about insurance

Develop the LIST of videos to create from your insureds questions

Ideal video length – 2-3 minutes

Tone should be “educational” not salesy

32 What Videos Should You Make?

Explanation of Coverages

Best Practice Examples (On Camera)

Murray Insurance Group

There’s 100 Videos total

Ryan Hanley created 100 Videos in 100 Days

Giangola Insurance

Joey Giangola has “set the bar” for Explanation of Coverages

You must give your name/email to watch the videos series, but it’s a FANTASTIC example

33 What Videos Should You Make?

Ryan Hanley – Murray Insurance

Explanation of Coverages -100 Videos in 100 days

34 Best Practice

Ryan Hanley: Murray Insurance (now Head of Marketing for )

Tips from Ryan:

Just do it, it doesn’t have to be perfect

A way to stand out from the Crowd, communicate your value

Post the videos on your site and on your YouTube channel

35 Best Practice:

Explanation of Coverages

Other Best Practice Examples (On Camera) Murray Insurance Group - General Liability vs. Professional Liability

Dickinson Insurance Agency – Renter’s Insurance

Neckerman Insurance Services – Liability for Fitness Centers & Personal Trainers

Roman Insurance – Why you Need Commercial Auto Insurance

Neckman Insurance Services – What is an Umbrella Policy?

Bush Insurance – Personal Umbrella Policy

Lancaster Insurance – Covered California Open Enrollment

Meiers Lombardi Lemanski – Liability Limits on a Personal Auto Policy

36 What Videos Should You Make?

Explanation of Coverages

Best Practice Examples (NOT on Camera) Gilman Insurance – Valuable Items Endorsement

Zeiler Insurance Services, Inc. – Building Ordinance & Law Coverage

Insure Right Insurance Agency – Personal Umbrella Insurance

Renters Insurance Elite – Renter’s Insurance

Neighborhood Insurance Agency – Auto Insurance

First Quote Insurance – Understanding 5 Types of Car Insurance Coverage

37 What Videos Should You Make?

Creating Your Videos

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Appearing on Camera vs.

Recording Your Screen

Appearing on Camera vs Recording Your Screen Appearing on Camera

Pros

Showcase your personality

Helps to establish trust

Cons

Hard to execute

Can be expensive (if editing is involved)

Not everyone has an on-camera personality

Requires you to memorize a script

39 Creating Your Videos

Recording Your Screen

Pros

You can read from the script

Less personality needed

Cons

Less personal than being on camera

Must have visuals to go with the audio

Appearing on Camera

Using a Video Camera Make sure you have GREAT audio

Consider using an External microphone

Recommendation: Lavalier microphone

Make sure you have good lighting

3 point lighting technique: Watch Video

Use a simple background

Shooting at a desk is fine, make sure you’re the “background” is also clean and professional

40 Creating Your Videos

Experts Tip: For better audio, you can even use the voice recorder app on your phone. Place your phone as close as you can to the subject when shooting.

Appearing on Camera

Using Your Smart Phone

Follow the same guidelines as Using a Video Camera

Be sure to “steady” the camera with tripod

Focus on the content

Good audio is still key!

Your audience can tolerate lower quality picture, but they likely won’t tolerate poor audio quality

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Experts Tip: Practice, Practice, Practice. Use bullet points to help you remember the script. Speak into the camera as if you were simply having a conversation with a client.

Creating Your Videos

42 Appearing on Camera

Tips for Shooting with Your Smart Phone Hold it steady

Use a tripod adapter for your phone if possible

Hold the phone with both hands and rest your elbows on a table or on your stomach

Record your video in landscape mode

Make sure you have enough space on your phone’s memory card

42 Creating Your Videos

Experts Tip: Turn airplane mode on when recording so that a phone call won’t stop your recording.

Appearing on Camera

Using Web Cam

Follow the same guidelines as Using a Video Camera

Focus on the content

Good audio is still key!

Your audience can tolerate lower quality picture, but they likely won’t tolerate poor audio quality

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Experts Tip: Your WebCam usually sits on top of you Computer or nearby. Be sure that the background you are filming is “tidy” and professional.

Creating Your Videos

Recording Your Screen

Screen Recording Software

44 Creating Your Videos

Camtasia Studio (PC): $277 Camtasia Studio is a video-editing software for Windows that also allows you to record what’s on your monitor. (also know as “screencasting”)

ScreenFlow (Mac): $99 A Mac alternative for Camtasia Studio is Screenflow for Mac. Also a video-editing software that can record the contents of your monitor.

Screencast-o-matic.com (PC and Mac): Free Screenr is a web-based screen recorder. Record your monitor from your web browser (max 5 min) and download it as a video file. You will need a separate video-editing program to edit the video.

Recording Your Screen

Design the Visuals for each video

PowerPoint/Google Slides/Prezi

Whiteboard animation - VideoScribe

Be sure to include a lot of images to help “tell the story” - Animoto

Personalize the video by adding pictures of yourself, your staff and your office

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Experts Tip: Learn how to add basic animations in PPT to create nice video effects in your video. Click here for Microsoft’s tutorial

Creating Your Videos

46 Creating Your Video with PPT

Open your PPT presentation in full screen

Start screen recording

Read your script using this microphone (recommended)

Click through the animations and slides as you read through the script

46 Creating Your Videos

Experts Tip: Hire a Video editor from Upwork.com or Fiverr.com That way you can focus on the audio and your Video editor will “merge” these two together

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Using Your Videos Where to Host & How to

“Share” your Videos

Video Hosting Services

YouTube It’s free and easy to use

Owned by Google and may help your organic search rankings

Wistia Free for up to 25 videos

Premium video player with customization

Tracking features and detailed analytics

HIGHLY Recommended

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On Your Website Ideas for embedding the Videos

Embed the “Why Work with our Agency” on the Home page

Include a video for each line of business you write

Consider creating a “Video Library” link that includes a “drop down” all of your Videos

Rotate the Customer Testimonial videos on the homepage

Best Practice – The Murray Group

49 Using Your Videos

On Your Website Technical Tips

Use the “Embed code” from your Video Hosting provider

Make sure videos aren’t set to AutoPlay

Use tracking to better understand key metrics

Number of Views

Engagement (where viewers “Drop-off”)

50 Using Your Videos

Experts Tip: On YouTube – Be sure to Disable advertisements (You don’t want a GEICO/Progressive ad to play before or after your video plays)

When Quoting Helps you to Stand out from the Crowd (will boost your

close rate)

Can help to “support the conversation” you’ve just had

Helps to reinforce your value as the “trusted advisor”

Can also be used to “plant the seed” for cross selling additional lines

51 Using Your Videos

Experts Tip: DON’T Attach the videos Use a “thumbnail” image in your email that links to your Video, this will generate more click-thrus

Example “thumbnail”

Hmm, this agent is very PROFESSIONAL and EASY to

work with!

Using Video When Quoting can boost Close Rates

Using Your Videos

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When Cross-selling Include a Link to the Videos that support the conversation

Provide more detail than covered in the phone call

Makes it easy for “the spouse” (who wasn’t on the call) to understand the value of insurance

Helps you to Stand out from the Crowd

Can also be used to “plant the seed” for cross selling

53 Using Your Videos

Experts Tip: Tell the recipient you’ll be sending a brief video, this will increase the video views

Example “thumbnail”

I’m including a brief video that will expand on what we’ve

discussed or that will help to further explain the coverages.

When Cross-selling

Using Your Videos

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Experts Tip: Have your CSR/Producer follow up with a call. “Have you had a chance to watch the video? - The video gives your staff “more of a reason” to follow up

Save your Videos as Templates for Easy Access In Outlook you’ll use “QuickParts” Here’s how (Video) In Gmail you’ll use “Canned Responses” Here’s how (Video)

Using Your Videos

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In Your Email Newsletter

A low-cost way to touch your book and stay “top of mind”

Send out a “educational” video every month that answers a “Frequently Asked Question”

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Email Newsletter

On Social Media Post your videos on your social media accounts to educate your

clients and attract prospects

Post birthday videos to your clients’ Facebook wall on their special day

Post holiday greeting videos to engage with your clients

Showcase your Agency in the community

Your clients in your office or their Achievements

Your staff members’ milestones

Your monthly referral program drawing

57 Using Your Videos

Mike Stromsoe - SIA Insurance Using Video to document his Monthly Referral

Program (since 2011 !)

58 Best Practice

Mike Stromsoe – Murrieta, CA

Takes a Video of his monthly referral giveaway

Great way to create more engagement through his Facebook Page

Videos shot with his IPhone

59 Best Practice

Mike Stromsoe - SIA Insurance

60 Best Practice

Includes a different staff member to join him each month

Conclusion

Many top agents are using Video throughout the customer lifecycle to:

Attract new business

Boost their close rates when Quoting

Rounding out accounts

Deepening Relationships

We strongly encourage all Agency owners to find a way to incorporate video into your Sales and Marketing efforts.

For more information on how we can help you leverage video please visit: www.myinsurancevideos.com

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And Lastly… Here’s some Funny Insurance Videos

Crescenta Valley Insurance – We’re not the lizard

J. N. Mason Insurance Agency – Superman vs the gecko

The Insurance Agent of Hollywood

Welsh Insurance Agency – Happy Balls

GEFS Insurance & Investments – Cheap Life Insurance Quotes

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