Marketing Strategy

Everything on the site — every page, every section, every CTA, every lead magnet — exists to move someone from "I'm curious about remote talent" to "I want to talk to Nearby."

Not educate the whole internet. Not win design awards. Not impress existing clients. One job: generate qualified inbound conversations. Every decision in this document is made against that single filter.

That sentence drives everything. It is the brand in one line. Every piece of copy, every page, every CTA must connect back to the system, the management, and the performance — not just the talent.

The Four Brand Slogans

These are not taglines for footers. They are positioning compressed into a single sentence. Use them in body copy, carousel slides, video scripts, and page closers.

Typography Note for Design

The italic accent font (Monarcha) and brand purple color apply to verbs only — never adjectives, nouns, or full phrases. Body copy is always Inter.

When writing copy for design, mark intended italic/purple verbs like this: [italic: Let the rest go]

The One Differentiator Nobody Else Can Use

Nearby is the only company in this space that runs entirely on its own model. The only person in the US is the founder. Every function — operations, finance, marketing, customer success, design — is executed by the exact type of talent Nearby places for clients.

Never say "fast hiring" or "high retention." Use the actual figures. Always. These are the only claims Nearby makes that don’t need further proof — the numbers are the proof.

Primary Proof Points (use in all copy)

Supporting Proof Points

Numbers Math (for internal defensibility)

These instructions govern every piece of content produced for Nearby — website copy, social posts, video scripts, email, ads. No exceptions.

The Three Voice Rules

The Four Audience Variants

Every piece of content must be written for one of these four audiences. Never write for a generic "business leader." If you can’t tag the audience, the post doesn’t exist yet.

Banned Words — Delete on Sight

These words appear in competitor copy constantly. They trigger nothing in a reader and signal generic thinking. Never use them in any Nearby content.

Banned Formats

Format Instructions

Hashtag Rules

Maximum 3 per post. No exceptions.

Pre-Publish Checklist

Confirm all 9 before any piece of content is finalised.

• ☐ Audience tagged — Written for [EXEC], [OPS], [HR], or [FOUNDER]. Not "business leaders."
• ☐ Nearby DNA test — Could only Nearby publish this. Not any other HR tech company.
• ☐ No banned words — Scanned and cleared.
• ☐ No banned formats — No "This isn’t just X." No soft CTAs. No generic polls.
• ☐ Real problem named — A specific person can read this and say "that’s exactly my situation."
• ☐ Claims are earned — Metrics used, not adjectives. Proof over promises.
• ☐ CTA is specific — An action, a date, or a link. Not a sentiment.
• ☐ Brand slogan used — At least one of the four slogans is naturally integrated.
• ☐ Hashtags capped at 3 — Clean, brand-relevant only.

1. Role page  /hire/[cat]/[role]  — Highest intent (buyer knows the role)
   → Reads content → Sees talent cards → "Build Your [Role] Seat" → /contact → GHL

2. Homepage  /  — Medium intent (buyer has a staffing problem)
   → Understands the model → Clicks category → follows role page path
   → OR hits nav "Get Started" → /contact → GHL

3. Blog  /blog/[post]  — Low intent (buyer researching)
   → Reads post → Inline CTA → Downloads lead magnet
   → 5-email GHL nurture sequence → Eventually /contact → GHL

One primary CTA and one secondary per page. Never three. Never zero.

Located at /contact. No nav distractions. Minimum friction.

1. First name *
2. Company name *
3. Email *
4. What role are you looking to fill? (dropdown — 7 categories) *
5. How many seats? (1 / 2–5 / 6–10 / 10+) *
6. Tell us more (text field, optional)

Why this is the first thing on every page: it activates existing clients and contacts as a distribution channel the moment they arrive. Companies that offer referral bonuses signal confidence, not desperation.

Role Page Structure

H1: Hire a Remote [Role] | LATAM Talent — Significantly Less Than US Equivalent
Lead paragraph — what the person does (start with fact, not question)
H2: What Your [Role] Will Handle  (6–8 outcome-oriented bullets)
H2: Skills & Tools  (two-column table)
H2: What Nearby Manages Behind the Hire
    (payroll, compliance, PPM, replacement, what’s included standard)
H2: Frequently Asked Questions  (4–6 Q&As — FAQPage schema)
—— Featured Talent ———————————————————
    2 anonymous profile cards (YouTube Shorts embedded)
Primary CTA: "Build Your [Role] Seat" → /contact
Related roles: 3 cards (must exist in architecture)

Word count: 750–950 words minimum body copy. No specific rates or price figures on any role page — use savings-percentage framing only.

5-Email Sequence (per lead magnet trigger)

Format: 200–350 words. Plain text preferred over HTML. Reads like a person wrote it.

What Belongs to Each Brand

Nearby’s Social Plays

Based on the 6-competitor analysis. These gaps have zero competition and high buyer intent. Build in this order.

Steal These (from competitors)

Avoid These (competitor traps)