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Webinars are still fairly rare in the insurance industry, but they can bring a lot of benefits. Here are a few ways webinars can make an impact.

First, if you have a new insurance product available, you’ll want to make sure your prospective customers know about it as quickly as possible. Producing a short explainer video or webinar on it is a great way to get the word out fast.

Insurance products tend to be complicated to the uninitiated, and your prospects may not understand the benefits of your new offering over competitors’ products. Your explainer video can quickly highlight the unique features of the product and what it covers, in terms your audience understands.

Webinars can also be a great tool for building your brand. Insurance agents gain customers by building trust and developing a personal connection. Unlike other types of advertising, a webinar or educational video can help your audience put a face to your name and feel like they’re getting to know you—while you showcase your expertise.

Webinars can be marketing-related or educational—and the more educational webinars can be a great marketing tool as well. You can use them to offer information of value to your audience, which has the benefit of attracting a highly interested and motivated audience that you can market to later.

You can cover the ins and outs of various insurance products—but you can also discuss how your audience can mitigate risk, reduce their insurance costs, and what to do in various insurance-related situations—such as when they’re in a car accident or their property has been damaged.

You can produce webinars for the wider public, or you can offer them exclusively for existing customers, newsletter subscribers, or social media followers. This would incentivize people to sign up, and help you build your following.

And finally, webinars can get you in front of important decision-makers. It can be tough to gain a meeting with an important corporate customer—say, someone who’s looking to buy an employee benefits package.

Producing a webinar that explains the benefits and coverage of larger, more complex insurance packages for corporate customers can serve to get you in front of those decision-makers without having to land an in-person meeting. Ideally, you could make a sale from a good webinar alone—or the webinar can prime the decision-maker to reach out to you.

Webinars can be a great marketing tool for insurance agents, whether you’re looking to reach out to a consumer or corporate audience. Use them to build your brand, cultivate trust, educate your audience, and gain important meetings with corporate decision-makers—and you should see your bottom-line improve.