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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.

One powerful way to connect with your customers via video is letting your customers speak for you. Client testimonials can build trust with your prospects and show them exactly how you’ve helped others—and can help them.

To make a strong testimonial video, invite your happiest customers to film a few words about your agency. Ask them specific questions that guide them in telling a story—what their situation was, what type of insurance they needed and why, and how you helped them solve their problems in a concrete way.

Another way to make yourself accessible over video is to record a few words about your professional passion. Talk about what you love most about your job, what attracted you to working in insurance, and the most rewarding parts of your profession.

You can have a member of your staff interview you, or display the questions in text form alongside your answers in the video. You can also introduce your team members to your audience by filming short videos for them as well.

A third powerful way to connect with your prospects is to record a training video that helps them solve a common insurance problem.

You don’t necessarily have to record a full-on, lengthy training video—you can simply film yourself answering common questions or explaining some challenging part of the insurance business in an accessible way.

Consider the questions your prospects most often ask you—and the insurance issues that keep them up at night. If you can hit on a nerve with your customers and help them assuage their anxieties in this area, your video could have broad reach.

Video can be a powerful way to reach your customers by putting a face to your agency’s name, allowing them a glimpse into your business and life, and building trust. Introducing video into your marketing mix could bring great rewards.