Peter Leshaw - Entrepreneur Minds Academy - How to create effective online & email marketing for your new business? - Entrepreneur Minds Speak - Series #7 Internations Miami Business Leaders & Entrepreneurs Starting a Product Line Tuesday, September 22, 2015 from 7:00 PM to 8:30 PM (EDT) Miami, FL @ WeWork Miami, 350 Lincoln Road - Miami Beach

1. Fundamentals of Creating Successful
Online Marketing Strategies
Peter Leshaw
Follow me @PeterLeshaw
LinkedIn.com/in/PeterLeshaw

2. The Internet Marketing Strategist
• Peter Leshaw
• Over 16 Years Experience
• Worked on both Brand and Agency Teams
• Past-President (2014-15): South Florida
Interactive Marketing Association SFIMA.com
• Speaks Nationally: Pubcon, SEMPO, FDMA
• Member: NSU Business School, Entrepreneur
Council since 2010
• Director of Internet Marketing, MDT Marketing
MDTMarketing.com
• Higher Education Marketing

3. Online Marketing Strategies
• Branding
• Lead Generation
• Social Awareness

4. Online Marketing Campaigns
• Branding
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media Marketing (SMM)
• Lead Generation
Search Engine Marketing
Digital Advertising
Content Marketing
Email Marketing
• Social Awareness
Social Media Marketing
Content Marketing

5. Online Marketing Channels
• Search Engine Marketing
Pay Per Click
Google Adwords
Bing AdCenter
Yahoo Gemini
• Digital Advertising
Pay Per Impression
AdRoll
DoubleClick
Infolinks
Rocketfuel (Programmatic)
• Email Marketing
Direct Response Marketing
Constant Contact
Exact Target (Salesforce)
Silver Pop (IBM)
• Social Media Marketing
Paid Social Media Marketing
LinkedIn
Facebook
Twitter
YouTube

6. Online Marketing Definitions
• Search Engine Optimization (SEO)
The process of maximizing the number of visitors
to a particular website by ensuring that the site
appears high on the list of results returned by a
search engine.
• Search Engine Marketing (SEM)
A form of Internet marketing that involves the
promotion of websites by increasing their visibility
in search engine results pages (SERPs) primarily
through paid advertising.
Example: Pay Per Click Ads (PPC)

7. How To SEO 101
• Every Page Should Have a Unique Page
Title (Meta Title Tag)
• Every Page Should Have a Unique
Description with a CALL TO ACTION
(Meta Description Tag)
• Every Page Should Have a group of 2-4
Keywords That Are the Most Popular
and Relevant Words To Describe the
Content of That Page
• Every Page Should Have An Unique
Image (Alt Image Tag)
• Every Page Should Have at Least 250
words used to illustrate why that page is
unique and important to the visitor
• Google’s Starter Guide to SEO:
• http://goo.gl/Rzrfhu
• Create a Sitemap:
– Start by creating an outline of all
the pages that you want on the
site.
• Keyword Discovery:
– Search Google for the types of
products you offer and take note of
only the relevant keywords that got
you to what you were searching for.
• Create Content
– “massage” the relevant words into
all aspects of your websites
content.

8. Search Engine Optimization (SEO)
• SEO: the process of
maximizing the number of
visitors to a particular website
by ensuring that the site
appears high on the list of
results returned by a search
engine.

9. Local Search Engine Optimization
• Local SEO:
The process of optimizing your
website so that you can gain higher
local search rankings. Over a 1/3 of
all searches in 2014 was local and
when you include non geo-targeted
keywords that trigger local results,
the number nears 50%
Moz Local ($84 / year)
https://goo.gl/Gd4b66

10. What You Need To Succeed In SEO
1. Website: Optimize Your Content
– Unique Content
– Concise Sitemap and Navigation
– EASY TO READ CONTENT
– Clear Call To Actions
– Requests Users To “Sign Up” or “Submit” Information
2. Email List: Grow and Segment Your Email List
– Offer Something Value Added:
• Newsletters, Premium Content, Special Offers
3. Claim Your Local Listing: Get Reviewed
– Google, Yahoo, Bing, >>>> Moz Local
– Include Photos, Videos, All Location Information (hours of
operation, payments)
– Links to Testimonials and Reviews !!!!!
4. Participate In Social Media: Speak Out
– Be Transparent 33% (Share Corporate Culture)
– Be Relevant 33% (Share Good Links, Articles, Resources)
– Be Friendly 33% (Reach Out To Like Minded)

11. SEO Tactics To Focus On
• Email Marketing is still the cheapest form of online marketing
that returns the highest results. Low Cost and High ROI.
– One To One Marketing: Personalize email’s whenever possible.
– Keep Subject Lines Short and REALLY SWEET!
– Always include a Call To Action
• Ask For Reviews: Link To Your Business Listing
• Speed Up The Web: Keep Image Sizes Small, Spend More For
Dedicated Hosting
• Content, Email, and Social Media Marketing: Focus efforts on
proving that you are the expert through a drip marketing
campaign via email and social, Mix in access to premium
services only offered to those on your list.

12. How To Measure Success of An SEO
Campaign
• Month Over Month % Increase:
– Unique Visitors From Search
– Number of Referrals
– Number of Organic Keywords
– Bounce Rate
Total Cost (Time and Effort) / Total Number
of Leads = Cost Per SEO Lead

13. Search Engine Marketing (SEM)
• SEM: a form of Internet
marketing that involves the
promotion of websites by increasing
their visibility in search engine results
pages (SERPs) primarily through paid
advertising.
Paid Search or Pay Per Click Ads
(PPC)
Is an internet advertising model used
to direct traffic to websites, in which
advertisers pay the publisher
(typically a website owner) when the
ad is clicked.

14. What You Need To Succeed In PPC
• Have a 3, 6, or 12 Month Ad Spend Budget
• Have Conversion Goals
– Cost Per Lead
– Cost Per Sale
• Track EVERYTHING!
– Conversions:
• Leads
• Sales
• Calls
• Downloads
• Form Submissions
• Chat
• Get Certified in Adwords or Hire an Expert

15. Tactics To Focus On PPC
Mobile Marketing
Pay Per Call
Mobile Landing Pages
Display / Content Network
Audience Targeting
Attribution Modeling

16. How To Measure Success of An SEM
or Pay Per Click Campaign
• Average Cost Per Click
• Click Thru Rate
• Conversion Rate
• Cost Per Lead (Conversion)
• Cost Per Call
Total Cost (PPC Ad Spend) / Total Number of
Leads = Cost Per PPC Lead

17. What You Need To Succeed In Email
1. Organic Email List, Preferably Your
Own
– Do Not Purchase A List
2. Segment Your List
– Demographics
– Buying Habits
– Interests
3. Awesome Subject Lines
4. Email Service Provider
Less Graphics, Clear Call To Action

18. Tactics To Focus On Email
• Offer “Premium” Content or
Services to those who sign up
• Create a “Drip” Marketing
Funnel (1-6 weeks)
–Submit
–Welcome Email / Offer 1
–Email Drip 2 – Video Testimonial
–Email 3 – Promo 1 / Offer 2

19. How To Measure Success of An Email
Campaign
• Open Rates Above or On Par with
Industry Standards
– Marketing Sherpa
• High Click Through Rates
• Traffic To Your Site From Email
Campaign
• Less than 1% Opt Out or Junk Label per
send

20. Which Strategy Applies To My Business?
• Search Engine Optimization
– Search Engine Optimization
– Content Marketing
– Social Media Marketing
– Can Be Created In-House
• Email Marketing
• Search Engine Marketing
– Search Engine Marketing
– Digital Advertising
– Pay Per Lead
– Must Determine Your Cost Per Lead / Sale

21. Thank You!
Peter Leshaw, Director of Internet Marketing
Peter@MDTMarketing.com
954-764-2630
www.twitter.com/PeterLeshaw
www.Linkedin.com/In/PeterLeshaw
Check Out www.SFIMA.com for our next event and contact
me for a free invite to the next Educational event.