Hi there,
Thanks for getting in touch. Happy to give you some initial thoughts and guidance on your policy management software launch. Building a waitlist is a good shout – gets that early traction going. Let's break down how you can leverage video and the right platforms to reach insurance brokers and generate buzz.
We'll need to look at your target audience...
First off, insurance brokers are your target? You're spot on with LinkedIn. I'd say that's their watering hole. It's where they network, share industry insights, and stay updated on professional trends. Makes sense to start there.
I'd recommend having a look at what the big insurers are doing content-wise on LinkedIn to see how they're positioning themselves. What kind of language are they using? What topics are they covering? What seems to be resonating with their audience? This can give you a good starting point for developing your own content strategy.
I'd say you need to think about content creation...
Right, video *can* work, but it's gotta be REALLY good. I see so many companies chucking up boring, talking-head explainer videos that nobody watches. Been there, done that, wasted money. Remember, attention spans are short, especially online.
Think about what problems insurance brokers have day-to-day, and how your software solves them. Forget about listing features and focus on tangible benefits they'll get. Nobody cares that your software has "advanced AI-powered algorithms." They care that it saves them time, reduces errors, and makes them more money.
I remember working with a client who focused on illustrating how their software solution streamlined insurance compliance processes. Instead of focusing on the cutting-edge features of the product, we created a series of animated videos that illustrated how the client's product solved specific pain points and saved money. Distributing these videos across LinkedIn and YouTube led to a 300% increase in qualified leads.
You probably should consider different platforms...
Also, pre-roll ads *can* be effective, but only if they're really well targeted and not too long. Nobody wants to sit through a 30-second ad before watching a cat video. Keep it short, sweet, and to the point. Make sure the ad shows the content that will come up in the linked video. It's all about being useful and to the point. If the person is interested, they'll click it! If not, don't hold them up for too long.
I'd be thinking about other platforms as well - YouTube for example. Loads of professionals hang out there for tutorials, industry news, and professional development. The demographic might be slightly different from LinkedIn, so you'd want to tailor your content accordingly. But it's worth exploring. Video is great to make people aware, but to actually convert you'd want to also use text or other content in the funnel.
It might cost ya more, but the targeting on YouTube can be much better if you have a look at custom audiences. You can target people based on their interests, demographics, and even their browsing history. This lets you get your videos in front of a really specific audience who are already interested in what you have to offer.
You'll need to think about your messaging...
Here's the thing: insurance brokers are bombarded with marketing messages every day. To stand out, you need to be different. I'd say you need to avoid jargon and buzzwords. Talk to them like human beings. Use clear, concise language that they can understand. Be authentic, be helpful, and be genuine. Show them that you understand their challenges and that you have a solution that can make their lives easier. A video will help convey this message.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| LinkedIn Focus | Start with LinkedIn as your primary platform, researching what big insurers are doing content-wise to inform your strategy. |
| Engaging Video Content | Create short, punchy videos that showcase how your software solves day-to-day problems for insurance brokers. |
| Targeted Pre-Roll Ads | Use pre-roll ads on platforms like YouTube, ensuring they are highly targeted, short, and relevant to the content. |
| Clear Messaging | Avoid jargon, use clear language, and focus on the tangible benefits your software provides to insurance brokers. |
Generating early buzz for a B2B SaaS product like yours takes a strategic approach. Focus on creating high-quality video content that speaks directly to the needs and pain points of insurance brokers. Use the right platforms to reach your target audience. And make sure your messaging is clear, concise, and authentic.
I'm really happy to help more. I specialise in helping B2B SaaS companies like yours launch successfully and generate early traction. If you'd like to book in a free consultation, where we can review your strategy and accounts in detail, just let me know. We can explore how to create a video strategy that really resonates with insurance brokers, identify the right platforms to reach your target audience, and fine-tune your messaging to maximise conversions.
Regards,
Team @ Lukas Holschuh
