pedro talaia - inbound marketing by hubspot

INBOUND MARKETINGPEDRO TALAIA

OUTBOUND VS INBOUND

OUTBOUND VS INBOUND

▸ Outbound = push marketing

▸ Inbound = pull techniques

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.

SEO

SEO

‣ (S)earch (E)ngine (O)ptimization

‣ 2 basic things:

‣ Search and Index

‣ Matching searches

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;

LEADS

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)

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)

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

MAKE BETTER DECISIONS

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.

MEASURE

▸ each stage by channel

▸ the yield by channel (prospects over customers)

▸ the ROI by channel

MEASURE YOUR PEOPLE

DARC

▸ D = Hire Digital Citizens

▸ A = Hire for Analytical Chops

▸ R = Hire for Web Reach

▸ C = Hire Content Creators