Over the past year I've been working on creating a more personalized way to reach my customers. I've come to love making videos for my company. While I've failed in many aspects, I've learned a few key things you need to be doing to make video work for your business.

The world of marketing is all about trends and the ability of marketers to identify and cultivate them. Unsurprisingly, content marketing continues to gain momentum while live streaming, marketing automation and mobile have solidified their spots as central tenets of any solid marketing strategy. Now, content personalization and video marketing are also emerging as potential performance juggernauts, providing companies new and creative ways to increase revenues.

Video consumption continues to rise and over the course of the last few years, the hours we spend watching videos on our smartphones has doubled each year. Syndcast estimates that three-quarters of all internet traffic in 2017 will be video and data suggests that simply including the word video in your email subject lines can increase open rates by 19 percent, increase click-through rates by 65 percent and reduce unsubscribes by 26 percent.

When it comes to video and pretty much everything else, the more personalized the content, the higher the chances of conversion. To master personalized marketing, keep in mind that different prospects take different journeys to conversion, focus on getting to know your audience directly, and do what you can to make each person feel that you understand their needs.

Here are some ideas for using video personalization to drive business success.

Let customers see who you really are

Brands that prioritize scalable video marketing are turning to real-time video personalization solutions such one of my favorites, Idomoo.

"The potential," writes Michael Elias in a recent blog post, "is exponentially larger than the current version of one-to-many or brand-to-consumer marketing scopes." Using sophisticated video templates and database syncing technology, the platform has helped brands like Vodafone, Cadbury and Exxon to engage with their audiences in new and innovative ways.

Another player in the field that I like, Nextiva, does a nice job of using video to connect with customers. Whenever a customer reaches out with a question, comment, or an issue, the CEO, or a staffer, will create a 15-second video to answer and thank them.

Create new revenue models

Like most successful businesses, you and your employees have a vast knowledge base and expertise in your vertical, as well as a lot of great video and text content to prove it. So, why not monetize your expertise and create digital products and membership courses?

Using an all-in one content publishing and distribution platform can help your company to maximize all the content at its disposal. You can harness your employees to become experts in their respective fields. Consider this: Gartner makes $2.6 billion annually selling content. What's stopping you from becoming a media powerhouse?

Sure, tweaking your business model is always risky, but the rise of the so-called subscription economy is giving companies a variety of new options to expand. Alix Stuart, writing about the benefits of the subscription model, says that extra cash can help support other ongoing operations.

"When the model works, it's great. Customers pay up front, giving the business the cash flow to fund operations, and recurring sales mean predictable revenue."

Create investment pitches

Investors receive pitches from startups all day long. The same old boring PowerPoint deck just isn't going to cut it anymore. Send a video pitch instead.

Think of this as your elevator pitch. With a solid story-line, voice and a sense of mission, you'll be able to instantly connect your audience to your company. Research indicates that stimulating both the visual and auditory senses will increase viewer pitch comprehension by 74 percent.

According to Stephen Key, "when you pitch a company on your idea, you have just a few seconds to grab its attention and pique its interest."

Elevate employee motivation

Employee motivation is a key factor in loyalty and productivity. Since it costs far more to replace an employee that to retain one, a great way to boost motivation is sending a video message to your employees for their birthday, work anniversary, or acknowledging other events in their lives.

According to Dale Carnegie, American economy loses $11 billion as a result of employee turnover. 71 percent of employees are not fully engaged, whereas companies with engaged employees outperform others by up to 202 percent. Given the impact on the company's bottom line, it makes financial sense to invest in programs and other incentives to keep employees motivated and engaged.

One way to increase productivity ad motivation is to use video. For example, video-based learning can be extremely useful for companies with limited budgets as they are fairly inexpensive to make and can be shown with a variety of devices.

Send creative media pitches

Like investors, journalists are pitched all the time - and while a press release blast may help get the word get out, there's also a big chance it will land in the spam folder. Catch their attention with a video pitch of your story.

Much like your elevator pitch for investors, you want to craft a video that tells your story but that also provides an angle that ties your story to a current trend. Remember, journalists write for a variety of audiences, so it is a smart idea to provide different story angles for specific audiences.

When you send your video pitch, go ahead and send any additional assets like visuals and quotes that may be useful for the journalist, should they decide to pick up your story. Turn to platforms like Help a Reporter Out to find journalists looking to cover stories like yours, and craft a short, personalized video pitch for each.

Personalized video for the win

Personalized video has a variety of applications for business. Ultimately, you can use it to attract customers, investors, broadcast new products and services, and connect with your audience via email, social media and on your website.

Even if you're operating with an extremely modest video budget, you can get creative with your solutions, relying on services like Freelancer and Fiverr to help you get the job done with lean budgets and tight deadlines.

Published on: Nov 27, 2016
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.