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

1. INBOUND MARKETING
PEDRO TALAIA

2. OUTBOUND VS
INBOUND

3. OUTBOUND VS INBOUND
▸ Outbound = push marketing
▸ Inbound = pull techniques

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. SEO

6. SEO
‣ (S)earch (E)ngine (O)ptimization
‣ 2 basic things:
‣ Search and Index
‣ Matching searches

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. LEADS

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. 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. 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. MAKE BETTER DECISIONS

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. MEASURE
▸ each stage by channel
▸ the yield by channel (prospects over customers)
▸ the ROI by channel

15. MEASURE YOUR PEOPLE

16. DARC
▸ D = Hire Digital Citizens
▸ A = Hire for Analytical Chops
▸ R = Hire for Web Reach
▸ C = Hire Content Creators