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Imagine this: a business owner is scrolling through their social media feed, eyes glazed over from the same old content.

Suddenly, your video pops up. In seconds, you’ve captured their attention. You have taken the complex world of health insurance and made it simple, relatable, and engaging. No dry jargon, no confusion. Just clear, concise information that speaks directly to their needs.

This is the power of video content marketing. It’s not just about being seen — it’s about making a connection, building trust, and turning viewers into clients.

 

The Power of Video Content Marketing

Video content marketing isn’t a flashy new trend; it's quickly becoming the most powerful way to promote your insurance business. Videos engage viewers in a way that text or images simply cannot. They can quickly convey complex information, making it easier for clients to understand the health insurance world. Additionally, videos humanize your brand. When clients see your face and hear your voice, it builds trust and makes your business more relatable.

But the benefits don't stop there. Search engines favor video content, meaning your videos can help improve your search engine rankings. This makes it easier for potential clients to find you online. Lastly, videos are highly shareable on social media platforms, increasing your reach and visibility.

 

Creating Compelling Content

When creating video content, it's essential to focus on topics that provide your audience with valuable information and establish you as an authoritative voice in the industry. Here are some key topics to consider:

• Educational Videos: Break down complex health insurance concepts into simple, easy-to-understand videos. For example, explain the differences between various health insurance plans or the benefits of each, or defining confusing terms such as co-pay or co-insurance.
• Client Testimonials: Feature satisfied clients sharing their positive experiences with your services or highlighting scenarios where you’ve helped a client through a difficult problem. Real-life stories establish social proof and build trust with potential clients.
• How-To Guides: Create step-by-step guides on various processes, such as choosing a health insurance plan or filing a claim. These videos can demystify complex processes and empower your clients.
• Industry Updates: Discuss new regulations, policy changes, or emerging trends. The clearer and simpler you can explain industry changes, the more valuable your content will be.
• Q&A Sessions: Address common questions and concerns that clients have about health insurance. This can be done through live video sessions or by going over frequent questions you are asked by clients at renewal or during enrollment.

Best Practices for Videos

When creating content, don’t just hit record and hope for the best. The way you craft your videos reflects directly on your business, so it’s crucial to get it right. Here’s how to ensure your video marketing efforts are polished, engaging, and effective:

• Plan Your Content: Select your video topics and schedule in advance. This will help you stay consistent and ensure you cover a variety of relevant topics. A good rule of thumb is to post at least twice a week.
• Keep It Short and Simple: Attention spans are short, so keep your videos brief and to the point. Aim for videos that are 1-2 minutes long.
• Prioritize Video Quality: Shaky cameras, smudged lenses, bad lighting, or poor audio can make your videos look unprofessional. Ensure your videos are clear and intelligible by using a tripod, a microphone, and a ring light. If you’re starting without equipment, speaking clearly and taking advantage of bright sunlight works great.
• Add Captions: Adding captions to your videos helps with understandability, especially if you don’t have high quality audio equipment. Also, captions help capture the attention of viewers who are scrolling with their audio off.
• Optimize for SEO: Use relevant keywords in your video titles, descriptions, and hashtags to help your videos rank higher in search results. You want to make it as easy as possible for search engines and viewers to quickly understand what your video is about.
• Be Authentic: Your viewers are not experts in health insurance, but they are experts in people. Authenticity is key in building trust, so be yourself and let your personality shine through.
• Promote Your Videos: Share your videos across all your marketing channels, including your website, social media platforms, and email newsletters. Encourage your clients to share them as well.

Getting Started

Many health insurance brokers feel hesitant to create video content, especially if technology isn’t their strong suit. But getting started doesn’t have to be intimidating. Here are a few simple  tips:

• Identify Your Goals: Determine what you want to achieve with your video content. Are you looking to educate your audience, generate leads, or increase brand awareness? Clear goals will guide your strategy and content creation.
• Know Your Audience: Understand who your audience is and what information they need. Tailor your content to address their specific pain points and interests.
• Start Small: You don't have to produce Hollywood-quality videos right away. Start with simple videos and gradually improve your production quality as you gain more experience.
• Measure Your Success: Track the performance of your videos using analytics tools. Pay attention to metrics like views, engagement, and conversion rates to understand what works and what doesn't.

Conclusion

Video content marketing is a game-changer that can elevate your health insurance business to new heights. Don’t let fear hold you back. Start small, be authentic, and take that first step. With each video, you’ll gain confidence and see the impact on your lead acquisitions and client relationships. Embrace the power of video content marketing, and watch your business grow.

About the Author
Noe Villasenor is Digital Marketing Supervisor for The Word & Brown Companies. He holds a Bachelor of Arts degree in Philosophy from California State University, Fullerton, and has been at Word & Brown since 2018.