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Pedro Talaia - Inbound marketing by Hubspot

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Presentation of the key points in the book "Inbound Marketing" by Hubspot Founders.

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Pedro Talaia - Inbound marketing by Hubspot

  1. 1. INBOUND MARKETING PEDRO TALAIA
  2. 2. OUTBOUND VS INBOUND
  3. 3. OUTBOUND VS INBOUND ▸ Outbound = push marketing ▸ Inbound = pull techniques
  4. 4. FIND YOUR REACH AND CREATE REMARKABLE CONTENT ▸ People want to get help and not to get services pushed into their e-mails. ▸ Find your reach and don’t only focus on your website and what’s happening on your webpage. ▸ Start creating content that give something new and share insights where people can live on.
  5. 5. SEO
  6. 6. SEO ‣ (S)earch (E)ngine (O)ptimization ‣ 2 basic things: ‣ Search and Index ‣ Matching searches
  7. 7. SEO: BLACK HAT VS WHITE HAT ▸ Black Hat SEO is only about tricking search engines and getting banned ▸ White Hat SEO is delivering quality results to users trough your remarkable content ▸ Types of Black Hat SEO: ▸ Link Farms; Keyword Stuffing; Cloaking; Hidden Text;
  8. 8. LEADS
  9. 9. CONVERT VISITORS INTO LEADS ‣ A lead is when someone engages with your business. By filling out a form or subscribing a newsletter ‣ Always use a strong CTA (Call to Action) using a VEPA model (Valuable, Easy to Use, Prominent and Action Oriented)
  10. 10. CONVERT PROSPECTS INTO LEADS ‣ A prospect is someone that comes to your page from targeted traffic: landing pages or email marketing. ‣ Track your progress (Eg: Page Views; Submissions; Conversion Rate)
  11. 11. CONVERT LEADS INTO CUSTOMERS ‣ Grade and score your leads (Eg: Referrals - 2, Website Visits - 1, CTA’s taken - 3) ‣ Nurture Your Leads based on the grade ‣ Measure your Reach
  12. 12. MAKE BETTER DECISIONS
  13. 13. MAKE BETTER DECISIONS ▸ Create a funnel (Prospect/ Leads/ Opportunity/ Customer) ▸ In the PROSPECT stage you’ll decide which sources/channels you’ll use to bring you the LEADS that you need to prepare to show your product ▸ OPPORTUNITY is when the potential customer decides ▸ And if he buys you get to the CUSTOMER stage.
  14. 14. MEASURE ▸ each stage by channel ▸ the yield by channel (prospects over customers) ▸ the ROI by channel
  15. 15. MEASURE YOUR PEOPLE
  16. 16. DARC ▸ D = Hire Digital Citizens ▸ A = Hire for Analytical Chops ▸ R = Hire for Web Reach ▸ C = Hire Content Creators

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