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Agent to Agent: How to Make YouTube Work for Your Agency

By Bob Mucci
Wolpert Insurance

It’s true. People aren’t always interested in learning about insurance. In general, it’s something people purchase once, and then don’t think about again unless their rates increase or they have to file a claim.

But what if there were a way to educate them in a fun way about insurance? That’s what we do every month when we create a video blog on topics of interest to our niche commercial clients. Utilizing YouTube creates an easy way to upload and share the videos you make with online audiences.

Here are some crucial pointers:

  • Keep videos short – no longer than 5 minutes long.
  • Keep videos simple – just you, a decent quality video camera, and good lighting is all you really need.
  • Consider purchasing ads on YouTube – they tend to be cheaper than Google AdWords ads and could potentially drive much more traffic to your videos than if you just post them and leave it alone.
  • Watch lots of YouTube videos – the only way to become an expert is to watch lots of videos, pay attention to the number of views to get a sense of what’s successful, and apply those tactics for your agency. One good tactic is to search for insurance videos. Do some research into what your competitors are doing on YouTube to get traction.
  • Share your YouTube video EVERYWHERE – in other words, don’t forget to share a link to your newly uploaded YouTube video on all of your agency’s social media networks. Encourage your employees to do the same on their personal social media networks. Write a brief blog post and embed the video into your blog post. Share a link to it in an email blast to clients or potential clients.

Of course time management is always an issue, but don’t worry. You could test it out by doing one video every two months. See how effective it is. Then work towards one video per month. And remember, YouTube should be only part of your overall digital marketing strategy. If you’re not engaging regularly through blogging and other social networks, you’re not likely going to get a ton of engagement for your YouTube channel either.

Bob Mucci is the VP of Massachusetts-based Wolpert Insurance. As a leading local insurance agency, Wolpert Insurance specializes in providing Massachusetts insurance consumers with reliable commercial trucking insurance, moving and storage coverage, livery insurance, garage insurance and effective risk management solutions.