A picture of an iPad playing a video with the caption of "Video Marketing" underneath.

Properly utilizing video marketing as a tool is important.

Video marketing remains the most effective aspect of a broader content plan. It continues getting recognition as a winning platform. All the major companies see video marketing as a surefire way to connect with consumers. The medium is engaging, and it seamlessly converts viewers into paying customers.

Many marketers, however, are missing out. They are still unsure how to navigate the landscape. Acknowledging a hot trend is good, but not being able to capitalize on it accomplishes nothing. Mishandling a business’ video marketing can be avoided. To help you get started, here are a few guidelines for you to follow.

The More Videos, the Better

The average company produces 11 videos a year. Large companies produce even more. Data such as this would suggest new video content should be generated roughly once a month. Content that’s great obviously takes time. But a steady volume is needed for a brand’s visibility to stay afloat.

Using Advanced Analytics to Track Growth Helps Your Video Marketing

According to study from VidYard, nearly a quarter of businesses who were asked say they do not know what their return on investment (ROI) is for marketing. This is directly linked to not using advanced analytics. Those who do use advanced analytics are twice as likely to say their ROI is better and will then increase their video budget.

Personalizing Content Might Be as Good as Going Viral

A viral video has the potential to put a company on the map. But there’s so much unpredictability in what will stick. More and more companies have started using personalized video content to get their message across. The personalized approach has improved the ROI for 58% of the companies that use them. This is an effective approach with far less risk to it than trying to produce a viral video.

Success in the video marketing department takes a lot of work. Companies need to produce good content at an efficient rate, do their homework and know their audience. If they are not able to do each of these things, they will inevitably fail.