Insurance is a business based on trust and relationships, and video marketing can be a great tool in your arsenal to cultivate those relationships with customers. It lets people see you face to face, helps you make connections that you can’t make via text, and can do a lot of heavy lifting in terms of building trust.

Making videos might sound work-intensive, but it doesn’t have to be. In the days of COVID lockdowns, people are very forgiving of lower-budget videos, and even expect them. These days, you don’t have to spend a lot of money on equipment to make effective videos.

Cultivating empathy for your audience helps you connect with them better and give them better service—and it also helps you develop more effective marketing messages. Here’s how to incorporate compassion and empathy into your social media strategy.

Know your audience—inside and out. It’s important to understand the people you sell to. Write up a customer profile—many insurance agents have several customer profiles, depending on the types of insurance they sell. Understand how old your typical customer is, what their needs are, and what challenges they face in buying insurance.