Video has become a staple of our everyday lives and has been rising as a content marketing format. While traditional television commercials are still relevant, 6 out of 10 people would rather watch online videos than television. Video attracts 300% more traffic, keeps people’s attention better, helps to nurture leads, and is easy to digest in comparison to the excess of textual information flooding the internet. In this week’s post, we share how to create a promotional video to strengthen your agency’s brand.
How Will A Promotional Video Strengthen Your Agency’s Brand?
Video content can take many forms in your marketing strategy. For instance, you can create a personalized video to send a quote to a prospective client, or you can produce videos to educate your groups. However, in this post, we will focus specifically on how creating a promotional video can strengthen your agency’s brand:
Optimize Your Agency In Search
Search Engine Optimization (SEO) is essential for your inbound marketing strategy. Knowing that over 80% of all traffic will consist of video by 2021, getting started now is important. Search engines prioritize videos as they represent high-quality content. Creating a promotional video and optimizing it for search by picking a strong title, an engaging meta description, and accurate keywords will put your agency on top of the Google results page and will strengthen your agency’s brand.
Edge Out Your Competition
87% of businesses are using video as a marketing tool in 2019. Some of your competitors might already be taking advantage of the benefits of insurance video marketing. If you don’t want to fall behind, implementing video is key in your content marketing strategy to share your agency with the world and be considered as an option.
Boost Your Conversions
70% of B2B marketers consider video more effective when converting qualified leads than other types of content. Health insurance choices are complex and can be difficult to understand. Instead of only providing reading materials, creating a video can help you connect with prospective groups and easily explain what your agency can do for them.
More than 50% of consumers rather see video from brands than any other type of content. But how can you start your insurance video marketing journey? Below, we share the first steps to create a promotional video to strengthen your agency’s brand.
1. Choose A Direction And Set The Tone
The goal of a promotional video is to generate brand awareness, but there are different methods to achieve the same result. The direction is the type of video you want to create depending on your goal. For example, if you were creating a video to help employers learn about the Affordable Care Act (ACA), the direction could be informative. If you created a video to show employers how your technology solution works, it could be explanatory.
When creating a promotional video, align it with the goal of generating brand awareness. Below are three directions you can consider for a promotional video:
– Introductory: Introduce yourself and your agency. Tell your audience who you are, the services your agency offers, and explain your mission and values.
– Problem/Solution: Research what your audience’s pain points are and present your agency as the solution.
– Narrative: Create a story to tell your audience about yourself and your agency using elements such as a plot, conflict, and resolution.
Once you know the direction you want for your video, setting the tone is your next step. The tone will tighten the character and attitude of your video. How do you want your audience to feel when they see it? The direction and the tone go hand in hand. For example, choosing an explanatory direction and setting an urgent tone probably won’t make sense since urgency is mostly used for a sale or promotion. The types of tone we recommend for a promotional video are informative, conversational, entertaining, or inspirational.
2. Decide The Duration
It can be difficult to decide on the length of your video when you’re unsure of the content, but setting time parameters is crucial for a successful outcome. If you don’t decide the duration of your video in advance, it will most likely end up being too long. Making a decision about the time your video should be will help you deliver a stronger and more effective message and strengthen your agency’s brand. It will also prevent having to cut it down later when the script is done.
To decide the duration of your video, think about where the video is going to be hosted, for example, a landing page, YouTube, or social media. Videos on social media tend to be shorter than on other platforms since the attention of your audience is lower and there are also time limits. In addition, keep your budget in mind as longer videos will have a higher cost.
3. Select The Video Visual Style
This step consists of deciding what your video is going to look like. The visual style will be the first impression for the viewer and it needs to carry throughout the entirety of the video to strengthen your agency’s brand. You can select and combine different styles, but you need to consider your business look and the values of your agency when deciding the style of your video. The direction, tone, and duration of your video will also impact this decision.
For example, if you choose to create an introductory video in an entertaining tone, using the recording of a computer screen probably won’t work. Some of the styles we recommend for a promotional video are based on real people (yourself or testimonials), b-roll or stock video, or animation. Here is a detailed list of the style of videos you can create.
4. Write The Script
By now, you probably have an idea of the video you want. The next step is to write a paragraph that summarizes that idea at a high-level. By doing so, you can always refer back to it when writing the script to make sure you are still within the original concept you outlined. Don’t forget to specify the call to action at the end of the video to optimize your conversion rate. What is the last message you want to leave your audience with? What do you want them to do after watching the video?
Once you have the overview, you can focus on the details. In other words, you can start writing the script. Usually, the script can be made in collaboration with the company that will create your video, but if you want to do it by yourself, there are a lot of templates on the internet you can use to start. Regardless of how it looks, lay out the number of scenes, the time for each scene, the audio, dialogue or voiceover, and a description of the scene that includes characters, location, expressions, movements, or any details necessary. The script is the guideline that will contain the necessary and most helpful information for the shoot.
Once you have your script, you can decide to create and edit the video yourself or you can hire a production company to take care of the production and post-production part. Implementing a promotional video in your marketing strategy will help you generate brand awareness, get noticed, and improve your lead generation. Through a video, you will be communicating your agency’s personality, fostering trust, and, ultimately, helping employers better understand how you can help them.