In a past interview at PubCon Austin 2011, Peter Leshaw, was the online marketing director for Lakeview Health Systems, and shared his experiences and insights on bringing SEO (Search Engine Optimization) in-house. His strategies and achievements provide valuable lessons for businesses looking to leverage digital marketing and AI-driven workflows.
Key Takeaways
Streamlining SEO Operations
Peter’s initial team was a mix of in-house staff and external agencies. However, managing multiple consultants proved challenging, leading to the decision to streamline the process. The goal was to leverage the internet to outperform traditional marketing channels, such as Yellow Pages, to spend less, convert more, and target their efforts more effectively.
Outsourcing and Consultant Selection
When outsourcing, Peter emphasized the importance of having a single point of contact who frequently reports on their work and provides statistics and analytics. He prefers working with boutique-type consultants who specialize in their industry or vertical.
Improving User Experience
One of their significant achievements was hiring a usability consultant to improve their website, which resulted in a significant reduction in their bounce rate. This strategy of focusing on user experience aligns well with current trends in digital marketing.
Social Media as a Customer Service Tool
Rather than using social media as a sales tool, they used it more as a customer service and reputation management tool. They maintained several Facebook pages for their different sites and used tools like Disqus to facilitate discussions between their followers.
Conversion Strategy
They created a conversion page that offers an intervention guide for download, which is the first step to wanting to get treatment. This strategy has worked well for them.
AI-Driven Workflows: The Future of Business Operations
Peter Lachat’s current work involves helping businesses leverage AI-Driven Workflows. This approach complements and supplements the resources in place, similar to the way he streamlined SEO operations at Lakeview Health Systems.
AI-driven workflows can automate repetitive tasks, freeing up human resources for more complex tasks. They can also provide valuable insights and analytics, similar to the reports Peter emphasized in his consultant selection process.
In conclusion, Peter Leshaw’s experiences provide valuable insights for businesses looking to leverage digital marketing and AI-driven workflows. His strategies of streamlining operations, focusing on user experience, and leveraging social media as a customer service tool are particularly relevant in today’s digital age.
For more insights from Peter Leshaw, watch the full interview on YouTube.
