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July 28, 2025
Does social selling speak to you?
If you have an insurance brokerage firm, then watch this video.
https://youtu.be/JkaYZWs3p24
3 minutes to understand the traffic-authority-trust triangle
A company like yours came to us with the following question: “Can you help me make videos for social media?”
Behind her question are several expectations:
Can you help me increase my reputation?
But above all:
Can you help me increase my sales?
This triangle is defended by Olivier Roland, a successful French-speaking blogger.
Olivier Roland's recipes are extremely effective in the context of a blogger working in B2C.
However, they need to be adapted in the context of an established company (several dozen employees), working both in B2B and B2C.
For the brokerage firm, generating traffic involves a YouTube channel and a blog, in parallel with the company's website.
Youtube videos must be properly referenced in terms of SEO, but also, they must provide useful content to the prospect. For example, this may be advice on insurance coverage, or on products. Even if the products are not sold by the company.
Videos should focus on the camera, with company experts. No actors. The prospect must be able to meet the expert if he wishes.
The blog should include the content of the videos, but in greater depth. This shows the seriousness of the company, and its desire to inform its public.
Regular communications on social networks should make it possible to attract customers, and lead them to consult YouTube videos or blog articles.
The brokerage firm should post high-content articles on the blog. The prospect must say to himself: wow, I have learned something.
Authority can also be developed through participation in conferences, or even press articles on the evolution of the insurance world.
The company can also issue free e-books on the world of insurance. For example: “10 basic insurances that every household with children should take out.”
This e-book should be available for free download on the website and blog.
Trust will come if the company makes neutral publications, with substance, and not only advertising publications.
The company can also organize enchanting events for its prospects. These events can be an opportunity for free conferences, but also for promotional sales on stage.
This work of increasing notoriety takes time. Developing an image of proximity, seriousness, that generates appetite and traffic takes at least a year.
It requires the company to include this dimension in its digital plan, with the necessary resources: community manager, expert time for articles...
It's a real transformation of the sales approach: we transform broker's time running behind prospects into the time of educating prospects that makes them come to you by themselves.