Social Media Workshop: Video 101

At the May 6, 2016, social media workshop hosted by the Grand Haven chamber of commerce, we led a conversation about great storytelling in promotional videos. A group of 18 business owners covered things like the narrative arch in storytelling, calls to action, features vs. benefits, as well as tips on how to shoot professional looking videos with equipment they already have — like iPhones and consumer DSLRs.

Our goal with the workshop was to empower business owners to promote their products or services with videos for their social media and websites. The good news for everyone is that you don’t need to spend tons of money on professional grade video equipment to make your videos look fantastic.

If you couldn’t make the event — no problem! — here are the slides.

Here’s the video we made together:

Video Production 101

ChamberLogo2010Attend the Grand Haven Chamber of Commerce Social Media Workshop this Friday, May 6, and learn how to produce great promotional videos — without breaking the bank on expensive video equipment.

Yours truly will host the event. Just $15 for chamber members and $20 for future members.

At this event, you’ll learn the basics of:

•Video Scripting + Messaging

•Lighting + Composition

•Video Shooting Techniques

•Editing Tips + Tricks

•Publishing to Facebook, YouTube, and your Website.

Join us 11:30 am to 1 pm at One South Harbor in downtown Grand Haven. Register online at or call the Chamber at 616-842-4910.

5 Tips for 1 Page Marketing Plans

During a recent social media workshop, I asked the audience to raise their hands if they had a marketing plan – a few people timidly obliged, but an overwhelming majority was like – yeah, right!

My message to them: It’s OK.

Small business owners wear many hats. There are phones to answer, payroll to complete, orders to fulfill, and that’s just before breakfast. You don’t need a 10-page marketing plan with colorful diagrams and fancy graphics – start by jotting a few ideas on paper and go from there.

Here are my 5 Tips for a One-Page Online Marketing Plan

  1. Every marketing plan should start by identifying a target audience, knowing where that audience spends time online, and developing strategies to reach them. Channels to reach targeted audiences include Pay Per Click advertising, Social Media, Search Engine Optimization, Blogging, and Video Marketing.
  2. Define what you want customers to do. Are you looking for more website referral submissions? More phone calls? More sales? Make sure your website has landing pages that make it easy for visitors to complete your desired outcomes. Make referral forms easy to use; phone numbers easy to find; and checkouts easy to complete.
  3. Set a budget. How much are you willing to spend?
  4. Know your cost of customer acquisition. If you’re going to spend $1,000 on Facebook ads, research how far that budget will go, how much it will cost per click, and realistic conversion rates. Your average transaction value should be twice the amount of your customer acquisition cost. If it costs $500 to acquire a new customer/client, you should make at least $1,000 on that transaction.
  5. Get free help. Many communities have SCORE counselors (Service Corps of Retired Entrepreneurs), who will help you develop business and marketing plans. For free. Call your local chamber of commerce to find out more.

Social Media Workshop: Hosted By Yours Truly

By Chad D. Lerch | Owner, Digi Marketing Pros

Last week, I had the privilege of hosting a social media workshop for 20+ business owners and marketing managers in Grand Haven. The topic: advertising on social media. Speaking in public terrifies me, but I survived, and hope the Grand Haven chamber of commerce invites me back to lead another fruitful discussion about internet marketing.

Chad LerchI talked up the advantages of social media advertising: Micro-targeting, increase brand ID, reach audiences quickly, and how to use Key Performance Indicators to measure successes.

In all the impressive lingo, analysis of the latest trends, and comparing Facebook audience behavior vs. Twitter, I failed to communicate the heart of it – what makes social media advertising so powerful.

Fifteen ago, there were few opportunities for small businesses to take marketing messages direct to targeted audiences. You either paid through the nostrils for radio, TV, or newspaper ads without really knowing who you were reaching or how they were reacting to it; or begged a local reporter to turn your burning press release into a story for the “masses”.

The beauty of paid social media advertising is that you can reach people in a specific geographic area, by age, gender, relationship status, education level, where they went to college, the TV shows they like, the books they’ve read, all the things they like or dislike.

We tell Facebook EVERYTHING about us. Everything an advertiser needs to know is right in your profile and in your posts. Facebook – and other social networks, but mostly Facebook – wisely use this information to offer advertisers targeted consumers on silver platters. Marketers can talk directly to consumers and know whether they’re clicking the ads, commenting on them, or ignoring them. You can boost a post, or place a side column ad, for $20 or $40, and reach the right people, right now.

The other day, a friend on Facebook was raving about the show The Blacklist, and in passing, I mentioned that “James Spader is cool!” Two minutes later, Facebook served up a promoted post asking me to like the James Spader fan page.

C’mon, you gotta admit that’s almost as cool as James Spader himself!

Here are my slides from the presentation – tell me what you think.