Marketing Tools

3 Powerful Tips for Building Your Business and Career. How Effective Conversion Paths Work [Cartoon] I’m a sucker for a creative metaphor.

I love taking a complex idea, dismantling it, and then conveying it in a form that’s much easier to digest. Sort of like explaining advanced inbound marketing concepts to my parents through a series of exaggerated hand motions and funnel-like gestures. See what I did there? One of my all-time favorite metaphors that I’ve used extensively when explaining inbound marketing is the similarity of a conversion path to a rabbit hunt. Well, it doesn’t necessarily need to be a rabbit -- (any old animal will do. So, now let’s discuss the metaphor.

Step 1: The Call-to-Action Is the Bait Any good marketer knows that their offer is only as good as their call-to-action (CTA). Step 2: The Clickthrough Is the Cage Success! Step 3: The Landing Page Is the Capture & Tagging. How to Make a Marketing Video: A Beginner's Guide [VIDEO] When people talk about inbound marketing, most agree that in theory, video is a great tool to attract new visitors, connect and engage with your leads, and delight your loyal customers ... but most marketers would say actually doing video is a whole other ball game.

Why are we so afraid of doing video? Most of us get paralyzed by the "no time, too hard" fallacy. We convince ourselves that we need fancy camera equipment and editing software to make video work ... and there is no way that is happening with our current budget. Plus, we're trying to juggle a ton of other marketing activities, so video seems like a luxury we can't afford.

But video doesn't have to be hard or time consuming. So, it's time for all of us to get over our fears of video. After you're done watching the video, check out the "Quick Wins" below -- five quick actions items that will help you get your very first video out the door. Ready to start creating videos? 1) Define your audience. 9 Critical Components for Optimized Marketing Emails.

As a marketer, email marketing should be one of your favorite tools.

Not only is sending emails a great way to communicate with your audience and keep your list warm, but email marketing can (and should!) Also be used as a channel for generating leads. But in order to convert more leads from your email marketing, you have to first get your readers to open your emails, and click through on them. This is why, as email marketers, we’re all but obsessed with our open rates and clickthrough rates -- because increasing those metrics gives us more opportunities to convert our readers into leads. So how do you create that perfect email? 1) Subject Line Why It’s Important: You need to grab the reader’s attention. How to Optimize: First, your subject line should be relevant to your audience.

Another tip for optimizing your subject lines is to personalize them. Finally, when writing strong subject lines, use actionable language, like “join us,” “download,” “get your free,” etc. 2) Sender Name.