20 Minute Marketing Webinar: How to Personalize Your Sales with Video Proposals

20 Minute Marketing Webinar: How to Personalize Your Sales with Video Proposals

The importance of personalizing your prospects’ and clients’ online experiences only continues to increase as COVID-19 continues across the country. 

In this webinar, BrightFire Sales Executive Spencer Breidenbach shows how video proposals can take your agency’s sales efforts to the next level and offers strategies to convert more prospects, build client relationships, and grow your sales. 

A few topics Spencer covers in this webinar include:

  • The Importance of Video 
  • What is a Video Proposal, and What Goes In It?
  • Tips For Making A Great Video Proposal
  • Creating Video Proposal Templates
  • And More

Finally, Spencer details how BrightFire’s Insurance Agency Websites service helps your agency create and share video proposals with clients and prospects so you can best personalize your sales efforts and convert more leads.

Watch The Webinar

Additional Questions?

If you have any questions about this webinar or our Video Proposals included in our Insurance Agency Website service, please contact us or call us at (888) 778-4393.

Webinar Transcript

Chelsea: Alright. It’s two o’clock, so we’ll go ahead and get started here. Well, hello everyone. My name is Chelsea Peterson. I’m a Digital Marketing Coordinator here at BrightFire, as well as your host for today’s 20 Minute Marketing Webinar. Thanks so much to everyone joining us today. Last month, we discussed the 10 Tips to Humanize Your Agency with Social Media Marketing. If you missed that webinar or any of the previous ones in our webinar series, you can access the whole 20 Minute Marketing Webinars series on-demand at www.brightfire.com/webinars.  

Chelsea: Our goal in these webinars is really just to provide independent insurance agents and producers with digital marketing advice and discuss different topics in digital marketing in a brief 20-minute format, followed by a Q&A period to answer any questions from the attendees. If you do have any questions throughout the presentation, go ahead and use that Q&A feature in Zoom at the bottom of the screen. We’ll do our best to answer these at the end of the presentation. If for whatever reason, we don’t have time to get through all of the questions, we will be sure to reach out personally to you to get that answer.

Chelsea: Today’s webinar is focused on How to Personalize Your Sales with Video Proposals and will be presented by Spencer Breidenbach, a Sales Executive here at BrightFire. He’ll show you how Video Proposals can really take your agency sales efforts to the next level through personalized online experiences. Then, he’ll also go through some key tips and strategies to help your agency build stronger relationships with policyholders, convert more prospects, and grow your sales, even amid the COVID-19 pandemic. As a reminder, today’s webinar is being recorded, so everything we discussed today will be saved and emailed to you in the next business day or two. That way, you can watch it on demand for future reference.

Chelsea: Lastly, we do have a couple of polls for today’s webinar, so be sure to keep an eye out for those. When we launch them, you’ll see the poll pop up on your screen with the question and multiple-choice options. You can select more than one response, and each poll is anonymous. We’ll give you guys roughly 30 seconds to a minute to share your response. And then we’ll go ahead and share the anonymous results with the group to see what the collective responses were. With that being said, I’ll go ahead and hand it over to Spencer to kick off today’s webinar.

Spencer: Hey, thanks so much, Chelsea. And thank you all to everyone joining in today. Before we get started, I want to just offer a brief background on BrightFire since we do have a mix of both current customers, as well as a lot of insurance agents that are new to BrightFire attending today. So we started out by providing Insurance Agency Websites back in 2000. And over the years, as the needs of agencies have grown and consumers have turned more and more to the Internet to find local businesses. We expanded our digital marketing services beyond just the website itself to also include things like SEO, Reviews & Reputation Management, Pay-Per-Click Advertising, Local Listings Management – all things aimed at helping with lead generation or improving their visibility for the consumers they’re trying to go after – as well as Social Media Marketing.

Spencer: And then we’ve also added a whole Sales Tool Suite and expanded the services that are available through the Insurance Agency Website service. That Sales Tool Suite includes things like My Agent Personalization (MAP), a customizable Notification Bar that you can put up, weekly blog content, and what we’ll talk about in more detail today, the Video Proposals tool that we provide. Currently, we provide our Insurance Agency Websites to thousands of independent insurance agents across the country. And we’re always proud to say that our first agency customer that started with us back in 2000 is still working with us today 20 years later. With that brief background, let’s get started.

Spencer: So by now it’s likely you’re all aware that personalizing your marketing and sales messages to prospects and customers is really important. In fact, 80% of customers say that they’re more likely to purchase a product or a service from a brand that’s provided a personalized experience to them (Epsilon). But I know it’s not always obvious how to implement that kind of personalized experience in just the everyday workflow that you go through. So today I want to zone in on the following topics and really highlight one simple and effective way to personalize your sales efforts, which is making sure you’re using the Video Proposals. So we’ll talk about how important and powerful using video can be for your insurance agency, what exactly a Video Proposal is, and why you would want to bother with creating one. We’ll dive into some tips for making a really solid Video Proposal, as well as what kinds of things you’d want to include in a proposal.

Spencer: Then, we’ll cover the process of sending out your Video Proposals using your Insurance Agency Website with BrightFire and how you can stream the overall process by doing a little more of the work upfront and just creating a few proposal templates, so things are really smooth and streamlined as you start to implement those. Finally, we’ll dive into how you can get started with BrightFire’s Insurance Agency Website service to introduce personalized Video Proposals into your agency’s sales strategy. So let’s take a look at just how important video is for businesses in all industries at this point. For the sake of time, I won’t read off every single one of these stats, but in my opinion, a lot of these are really eye-opening.

Spencer: The first notable one here is that 72% of consumers say they’d rather learn about a product or service through video (HubSpot). It’s no secret that insurance isn’t the most exciting topic, but video can provide a lot more engagement with prospects and customers and really put a face to your name, giving you a chance to add emphasis and excitement for them through your personality, your voice, tone, and inflection. You can change it from being, “Hey, here’s an abstract Acme Insurance Agency,” to, “Hey, here’s the agency owner, Samantha. She’s a real person just like me. Insurance isn’t engaging, but she is.”

Spencer: Another great stat here is that people retain 95% of a message when they watch it in video versus 10% when they read it in text (Invisia). That’s a really big opportunity to articulate why someone would want to work with your team and why the policy you’re selling is important for that prospect. And actually, you’ll have more of that information stick with them past when they’re actually done consuming that content. Incorporating videos in your emails can increase your click rates by 300% (Hubspot), and even adding the word video into the subject line can increase open rates. People anticipate, “Hey, they mentioned video in here. Now I’ve got my curiosity peaked, and I’m more willing to click to this to check out out what video content they sent me.”

Spencer: We all know you’ll increase clicks and engagement with messaging you’re sending that often feeds into and leads to more conversions. So you can really use those strengths and benefits that video content provides to boost your marketing strategy and see kind of what works best for your agency. The last statistic I want to point out on this slide is that 66% of marketers don’t make videos because they think it’s going to be too time-consuming, while 41% think that it’s too complicated (Biteable). Now I want to launch our first poll for the day. What’s your experience using videos in your sales efforts? And that poll should pop up at that bottom taskbar for you guys now, and I’ll leave this open so folks can get a chance to respond to this. I’ll leave it open for just a few more seconds. Thanks, guys for participating and getting answers in really quickly. That’s super helpful.

Spencer: Now let’s take a look at those results. By far the most popular looks like, “Hey, I have no clue how to create and send videos to prospects or customers.” Yeah, that’s to be expected. And that’s definitely something we want to help you with today. A lot of folks are also saying it’s too time-consuming or too complicated. And it looks like about 15% of you said either you sometimes use it or you love sending those out, which is awesome. So yeah, we can definitely address some of these and walk you guys through how to actually get into utilizing this tool. Thank you all for participating in that one.

Spencer: So what is a Video Proposal? I know you may be wondering why is this relevant? Why should I create these? Well, a Video Proposal is exactly what it sounds like. It’s going to be a video discussing a proposal you’ve created for a prospect or current policyholder. It doesn’t have to be anything super fancy or formal. In fact, it can definitely just be a simple recording of your screen showing the digital version of a proposal you’ve written. Just saying, “Hey, I’m going to share my screen and walk you through this document and point things out, highlight things with my cursor.” However, I would recommend you also show yourself talking in the video using your webcam, kind of like I’m currently doing for this webinar. It’s a really easy way to help consumers connect with you more and help personalize you and your agency so they see, “Hy, this is a real human being just like me that’s going to be invested in me. I’m not calling into a call center somewhere where I’m just a number to them.”

Spencer: But I’ll dive deeper into tips for making Video Proposals a little later on today. So Video Proposals are really great way to follow up with and walk them through an insurance proposal, especially since a lot of folks are super busy and it’s hard to actually get them connected with you sometimes or coordinate to find a time when you’re free and your prospect’s free. So this gives you a way to say, “Hey, I can send this out now and then whenever they’re ready and have a moment, they can watch it. We don’t have to play phone tag back and forth.” In addition, they can help transform long legal documents with tons of technical insurance lingo and legalese into shorter, engaging videos that are much easier for an average customer to understand. And also a lot of folks are going to appreciate, “Hey, they’re walking me through the high level of this, so I’m not lost, wondering what all these details are or having to email or call back. My agent already walked me through what everything is at a high level.”

Spencer: Finally, Video Proposals can also really help increase your credibility as you quickly restate the client’s problems, connect back with conversations you’ve had and what you know about them, and really show them, “Hey, I’m not just a puzzle piece. My agent’s not trying to fit me into an archetype or persona of consumers they work with. They’re talking about my unique needs. They’re remembering things about me.” Their life stories and needs are unique. So they really want to know you’ll treat them with a customized, personalized experience. Again, they’re not just a cog in the machine like they would be if they called into some national brand call center somewhere.

Spencer: Now let’s talk about what your proposal should include and the most effectively detailed info you need to provide while still maintaining their attention and helping you to stand out from all the other videos consumers watch all the time. The first thing – you really want to start out with a personalized introduction or greet them with a warm smile and sound really genuine. You want to make sure to look at the camera and mention them by name. You just want to make it feel really organic like you’re actually talking to them as if the two of you were sitting across from the table together in person.

Spencer: So if you’re using this for a prospect in earlier stages that are less familiar with you, it’s a great opportunity to introduce yourself and the agency, build in some things that are going to help build credibility. If you’ve got some awards or community involvement you do, or even something like, “Hey, we’re with Smith Agency, and we’re super proud of our customer experience. Hey, go check out our Google reviews, we’ve got a really strong reputation.” It’s really important to just remain sincere, help them feel your passion for what you do, make them feel really safe, and help them know that they’re in good hands with you.

Spencer: As I mentioned previously, you want to address all their personal circumstances and needs, as well as anything you know about them versus just giving them a generic, “Hey, I know as a business owner, you need A, B, and C.” If there’s anything you can do to personalize it, that’s perfect. State why the policy you’re recommending is going to help them. Address their actual problem and why that’s going to be a better fit than other common alternatives others might be recommending. And don’t forget to put any technical terminology that they may not understand. This is a great chance to really get on their level and break down how the policy is actually going to impact them and their lives. Then, you can briefly go over pricing details of what you’re recommending as well as costs for some of the alternative options you may have just mentioned.

Spencer: If it’s applicable, it’s also great to include a case study or customer success story with someone in similar circumstances you’ve helped out. Offer a visual or understanding of why you’re going to be the right agent to fit their specific needs. For example, “Hey, a few months ago I was able to help a customer add protection for an uninsured motorist onto their auto policy event. Sure enough, they got rear-ended by somebody who was uninsured two months later. And thanks to having that updated policy, they were just out $250 for their deductible versus having to cover all the actual thousands of dollars of damage to their vehicle.”

Spencer: And lastly, you want to make sure to wrap it up with a strong call to action so they understand, “Hey, here’s our clear next step and where I need to go.” Just set expectations. Should they expect a call from you? Should they expect to call or email you to respond? What’s their next move towards getting this new policy or updated policy bound? How can they best get in touch with you to move forward on things? Let them know exactly what you want them to do so there’s no confusion, and they can keep that rhythm going full steam ahead. I’ll pause for a moment here and launch our next poll, which is, “Which of these elements would you consider most important in a Video Proposal?” And that should be popping up for you just now.

Spencer: Alright. It looks like we’ve got quite a few responses in. Thanks to everybody who’s participating. I’ll go ahead and share those results. I just don’t want to take up too much of your time and keep things moving for you today. So it looks like our number one was, “Address their problem and needs.” Really spot on. A lot of folks also say, “personalize the greeting,” as well as, “introduce yourself and your agency.” So that’s great. Those are all things that are really going to help establish that trust and connection upfront and keep things at a high level with them. And then other folks are also indicating, “close with a strong call to action,” which is perfect. Because again, you want to build that trust and help them feel comfortable with you, and then keep that momentum and bridge that gap so they know exactly what’s coming next in terms of steps.

Spencer: So thanks, guys. Probably the most challenging part in all of this is that videos under two minutes long get the most engagement, which is not a ton of time to dive into every single element. You don’t necessarily need to live and die by that two-minute rule. Just remember that the longer that video is, the more likely somebody’s going to turn it off before they get to the end and you finish what you’ve got to say. 

Spencer: I want to take a moment to talk about some best practices for the format and layout of the actual proposals you create. If you’re doing less transactional things and a lot of business policies or high-value personal lines, we’ve got two recommendations related, specifically to business insurance proposals. First, you want to incorporate your business prospect’s brand colors and any other brand elements in the proposal.

Spencer: Secondly, be sure to include their logo on the cover if it’s possible. That’s one easy way to personalize the proposal, and it shows them you’re treating them as an individual, not just generalizing, “Hey, here’s the same proposal or policy I threw out to everybody.” The rest of the recommendations here should work well with any kind of insurance proposal you may send out. So you’ll want to begin with a table of contents. And while it may seem easy to throw it together or just overlook it altogether, it’s really important and helpful for prospects and customers to have a clear understanding of where are your proposals headed and how they can get right to a part they need to reference or the information they may really care about. It’s also a really great idea to try and make that table of contents clickable so they can jump right to their desired section instead of having to scroll all the way manually down to page six.

Spencer: Another helpful tip that’s super important is to format your proposal so each section offers a personal touch and stands out visually in some way. If you throw in bullet points, charts, and some images to break it up so it’s not just a wall of text. For example, you can personalize it by putting the recipient’s name and the headlines on each page and throughout the content of your proposal bringing their name back into it. You can also include images of your agency and your actual staff. You can even put in images of clients. Of course, with their approval, if you’ve got relevant testimonials, you can say, “Hey, I’m doing this commercial auto policy. Here’s this policyholder that’s been with us five years and has a great testimonial.” That’s a great way to really gain trust and build that credibility with prospects and show how you’ve delivered value for other people who’ve got really similar situations to their own.

Spencer: You can even take it a step or two further if you have a client or two that’s willing to record a short video of them sharing their experience with your team. You can add that video or video link to your proposal and stand out that much more. They’ll say, “Hey, this is obviously a real person who’s had genuine experience and really nice things to say about the agency.” It’s also worth mentioning that you should include a section in your proposal for team intros. Who will the individual be working with? What does that person do? How can they help? And what’s the best contact info for them. Those are all essential questions you should answer to help them feel at ease knowing, “Hey, they’re going to care about me beyond when this policy binds. You do have support, and this is what I can expect.”

Spencer: Similar to the last point about client testimonials, if you can, have an image or video to help showcase those team members. That’ll help your prospects feel better, thinking, “Hey, I can trust these people that I’m going to be working with, and I feel more connected with them.” One last tip for creating your proposals is to offer some kind of service demo when that’s applicable. So for example, you could provide a quick overview of an online portal to show them – “Hey, here’s how you can manage your accounts or policies. Here’s how you can handle claims.” You can add screenshots of that portal or just walk through that portal itself as part of your Video Proposal. Four times as many consumers would rather watch a video than read through textual content (Wistia). So why not give consumers what they’re looking for and take that extra step to hopefully snag their attention and then their business out of it?

Spencer: At this point, you may be thinking, “Hey, this all sounds great, but there’s no way I’m ever going to have time for any of this.” The good thing is that although our focus today is to personalize your sales with each prospect’s proposal, you can still craft video templates for a common situation consumers find themselves in, or for your most popular types of policies you sell to speed up the buying process and make it easier on you, your team, and your clients. If you’re going this route, the first step would be to create a script for each common type of policy you sell or want to focus on, as well as anything you would typically bundle with that or anything that you encounter all the time.

Spencer: Each of those scripts should include some of those elements we went over earlier that are relevant to the proposal, such as the greeting, building that trust, a relevant case study, etc. From there, you can add some placeholder text where you want to personalize content, such as in the intro when you’re mentioning their name and when you are going to talk about the specifics of their situation. And then that’s it. When it comes time to create a new Video Proposal for a lead, you can just open up that template document, find the relevant script you drafted, personalize the content from what you know about that actual prospect so far, and just start recording.

Spencer: On the topic of creating video templates, is it a good time to mention that you don’t have to limit yourself to videos for prospects or customers you’re trying to cross-sell on a new policy. If you really want to take sales personalization experiences to the next level, you can also consider creating videos that align well with different stages of your funnel or for holidays or milestones for big clients. Some examples include sending a welcome video to new customers to help them get started with their policy and account sending them some helpful tips on when to update their policy or file a claim, as well as FAQs. You can even create a video annually to say thanks for their business and show your appreciation.

Spencer: I know for some of these examples, it’s a little harder to justify the time to personalize every single customer’s video, but depending on the email platform you use, you can add in some personalization tokens in that email. So for example, you can automatically pull in the customer’s name or the name of their business, as well as how many years they’ve been a customer. That way, you can create one generalized video that everyone’s getting, but send emails personalized for each person. Either way, by sending videos and offering different personalized experiences to your prospects and customers, you’ll be able to build stronger relationships, stand out from your competitors, and become a more valued resource for consumers.

Spencer: As I mentioned briefly at the beginning of the webinar, our platform does provide agencies with their very own Video Proposals tool that’s integrated into our Insurance Agency Website service. That Video Proposals tool makes it easy to record your screen and/or your webcam, complete with audio. You can create those videos when you log into the admin area of your website. And once you finish recording through there, you’ll get a password-protected, private link to share with your prospects or clients. You can then send out an email to the recipient who will be able to watch that video on the website after they click the link and enter the password. After you send that video, you can log into your website again, and you will be able to see how many times somebody has watched a particular video.

Spencer: One really cool element of the tool is that our Video Proposals also work with other features in that Sales Tool Suite, like My Agent Personalization. This will let you have your recipient watch their video and then over on the side, they’ll see their specific producer’s photo and contact info right next to the video. That way, they get that much more, “Hey, I’m seeing Samuel walk me through this. Great. I’m ready for the next steps. Here’s how I can get right in touch with him.” You can even include a calendar link if you’ve integrated a BrightFire-compatible service. I know a lot of clients will use things like Calendly or Acuity or Doodle so that a client can schedule a meeting with you after they watch that video that you’ve made for them.

Spencer: All those extra tools and features are included at no additional costs with our Insurance Agency Website service. So if you don’t already work with us on this, how can you get started? The Insurance Agency Websites cost $100 a month with no big upfront cost or anything like that. As I mentioned before, that’ll include that Sales Tool Suite with all the features that we’ve been discussing in addition to the Video Proposals tool itself. For all of our digital marketing services, there’s no setup fee or contracts. It includes a 30-day, money-back guarantee because we want people to be really confident. “Hey, I’m going to like the website that I end up with at the end of this process.” Additionally, our Ultimate SEO Bundle includes an Insurance Agency Website, and then also adds on Reviews & Reputation Management and Local Listings Management.

Spencer: These are the two biggest factors Google’s looking at for SEO besides the website itself. So that costs $190 per month and would basically save you $30 a month if you were doing all of those things separately. So with our onboarding process, we really want to take the burden off of you as much as possible. We know most of our clients are looking for, “Hey, I’m just trying to get somebody I can trust to take care of this aspect of my business for me. And I want to be focused on selling policies and growing my business.” We’ll do all of the leg work at designing and building your website. It would be two 30-minute phone calls with our website designers. And we’ll continue to work with you until you’re totally happy with your new website. We want to make sure it’s something you’re super proud of and not just something that we’re pushing out the door.

Spencer: As a thank you for attending today, we are offering a $50 account credit to webinar attendees. You can receive a $50 account credit that will get added automatically to your account when you sign up for the Insurance Agency Website service. That promo expires on March 29th. To get started personalizing your sales or Video Proposals through a BrightFire Insurance Agency Website, you can visit brightfire.com/solutions-for-insurance-agents/insurance-agency-websites/, or you can also speak with us directly at (888) 778-4393. So that concludes our presentation on How to Personalize Your Sales with Video Proposals. Now I’ll hand it back over to Chelsea so we can get that Q&A session started if anybody has any questions.

Chelsea: Awesome. Thanks, Spencer. As a reminder to everyone, we will do our best to answer all the questions that come through. You can still submit them now as well, but if we aren’t able to get to all the questions, we will be sure to follow up with you all to get those answered. We’ll go ahead and get started on the first question here. Spencer, “Is there software I have to install on my computer to use Video Proposals, or how exactly does that work?”

Spencer: Oh yeah. Good question. So it is very similar to Zoom. Everybody’s familiar with that if you’re in this webinar today. So just like Zoom, we’ll have all single-time download that takes a couple of minutes. The first time you use Video Proposals, your website dashboard, when you log in, will guide you through the setup process. It’s only a couple of clicks, and then after that initial install, you’re good to go.

Chelsea: Awesome. The next question we have here is, “Can I embed videos I create onto my website?”

Spencer: Yeah. Great question. Permanent video content on your website is an awesome idea. So BrightFire can embed YouTube or Vimeo videos for you anywhere on your website. The Video Proposals are a little more individualized in that they’re automatically embedded into your website, and they’ll have a password-protected URL for each video. So that would be something more you’re using with individual clients or in some of those follow-up emails having some general videos like we were talking about earlier. But yeah, we can absolutely embed video content on your site for you.

Chelsea: Great. We have another one here. “Do I have to have a BrightFire website to be able to use this? Or can I buy the Video Proposals feature separately to work with a non BrightFire website?”

Spencer: Oh, sure. Good question. It is only available with the BrightFire website since it’s part of our whole platform that’s built into the back end versus a separate standalone product.

Chelsea: Okay. Another one we have is, “Is there a good way to post a video on our Insurance Agency Website as a commercial for different products or coverages that we offer?”

Spencer: Yeah, absolutely. I know a lot of folks will record things and then save it as a YouTube video. Then, they can just send it over to the BrightFire support team and let us know, “Hey guys, here’s a general welcome video. I want this to go on my homepage above our reviews,” for example, and we’ll get that on there and taken care of for you guys.

Chelsea: Great. Next, we have, “Do all agents log into BrightFire to do these videos on the admin section?”

Spencer: Right. Yeah. You would just log into the backend of your website. And if you haven’t done that before or don’t have that log-in info, we can reset that for you. Just like in any other platform, “Hey if you forget your Gmail login, you need to reset it and verify that it’s you.”

Chelsea: Perfect. Alright. Well, I think that’s all the time that we have for the questions today. Thanks again, to everyone who submitted a question. If you do think of another question later on, feel free to give us a call or reach out to us on our website, and we’ll be happy to get that answered for you. But before we close today, I would like to remind everyone of our upcoming 20 Minute Marketing Webinars.

Chelsea: Our next webinar coming up is Why Customer Lifetime Value is Vital to Your Pay-Per-Click Advertising Success. When it comes to Pay-Per-Click Advertising, also referred to as PPC, knowing your Customer Lifetime Value (CLV) is really vital to understanding if your campaigns are generating a return on your investment. This insight will then enable you to make important decisions on how to strengthen your advertising strategy as well as appropriately spend your advertising dollars.

Chelsea: In this webinar, you’ll discover really what Customer Lifetime Value is, how to calculate your PPC return on investment, and why that matters to your agency at all. This webinar will be held on Thursday, April 29th, at the same time as today, 2:00 PM Eastern or 11:00 AM Pacific. And then our webinar in May is about Recent Local Search Trends to Help Your Insurance Agency’s Business Listings. And since 97% of people learn more about a local company online than anywhere else, it’s imperative that your agency stays on top of local search trends to rank as high as possible in Google.
Chelsea: This webinar will cover recent local search trends, offer tips to effectively manage your local business listings, and discuss how local listings play an integral role in your agency’s overall efforts to reach more people and improve your website’s SEO. This webinar will be held on Thursday, May 27th, at 2:00 PM Eastern or 11:00 AM Pacific as well. You can save your spot at any of these webinars by visiting our webinars page on our website at www.brightfire.com/webinars. So that does it for today! From me, Spencer, and the rest of the BrightFire team, we just want to thank you so much for attending today, and I hope you all have a great day.

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