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Imagine in Color 2023: Head of the Table

Nov 16, 2023

"Think" In Color 2023 has officially been concluded! We're glad and grateful for the opportunity to take in our line-up of brilliant women and BIPOC creatives and movers in the business. We're hoping that, at the end of the evening, you felt inspired by our speakers' experiences and gained insight into how to create a successful virtual community, broaden your service offerings and grow your business in addition to other aspects.

While many subjects were discussed during the conference We've tried our best to share the best moments with the attention of. Read on to learn what we took away from each speaker.

Skip ahead:

Creating Cozy & Collaborative Virtual Communities

Cicely Blain, anti-racism consultant and Founder of Bakau Consulting

Description of the session: While remote work existed before COVID-19, the pandemic intensified the necessity for companies transitioning to a more virtual environment. In turn, companies that would like to have a strong connection with their clients set up groups of the same-minded customers can benefit from and help one another. It can, however, be difficult to create an online community as intimate like a physical one.

In this talk, Cicely Blain shares their journey to build their virtual community, Living Room. They shared their approach to creating warm and inviting atmosphere in the digital world, developing inclusive and safe communities, and using the internet to cater to the needs of people.

  Principal takeaways  

  Know who your audience is and what they're looking for.  

Before establishing Living Room, Cicely had identify the audience they wanted to build an online environment to. Since their mission is founded in anti-racism and anti-oppression Cicely was aware that the community was primarily geared towards individuals who are DEI experts, consultants and HR professionals that do similar work.

Next, Cicely had to figure out what these people really wanted.

      "I was thinking about"What do these people seeking, especially in this pivotal time where so many things are shifting and they're being directed by different names?    

      Folks are definitely yearning for community, a sense of belonging, solidarity and connections in times of the feeling of. People are also seeking sources and are eager to gain knowledge."  

  Make your content an audience-friendly website.  

One of the best ways to attract people to join your virtual community is to provide them with something that they are able to relate to. For Cicely the thing that was relatable was their living room. They sought to replicate the similar cozy and comfortable atmosphere that their own living room provided them.

      "I was thinking, "What are the feelings I want people feeling when they come into the space?' I thought, well, I want them to feel the same how they would feel if they come into the physical space. It should be cozy and wholesome and inviting. I wanted them to feel comfortable, relaxed, supported, connected, and seen."  

Cicely infuses this spirit to the world by:

  • Starting off each virtual meeting with a 10 minute reflection. The facilitators ask one simple question on the screen to help attendees do an internal reflection.
  • Playing a soft music playlist based on R&B to help listeners relax and get comfortable with the call.
  • Approaching each call like you're enjoying a casual conversation with their closest friends. When they're not making footage for their on-line class, Cicely might be doing their makeup or brewing a cup of coffee in their kitchen.

  Offer several ways for members of the community to obtain what they require  

Although members of an online community tend to be similar to each other, they will have their own needs strength, weaknesses, and needs. In your own enterprise, you'll need discover different ways in that you are able to meet the requirements of your community members, despite the differences.

Together with Living Room, Cicely met the needs of their members with:

  • Providing different forms of engagement (e.g. live chat, forums for discussion, comprehensive online courses and more. );
  • Defining common values and guidelines for the community;
  • Allowing people to show themselves as authentic;
  • Removal of unnecessary stressors such as time constraints and agendas for meetings;
  • Considering accessibility needs (e.g. disability and neurodivergence), etc.

Funds In The Funnel: How To Maximize Sales With a Customer-Focused Funnel

Ellie Diop, Content & Finance Coach for Ellievated Academy

Description of session: To create an effective business, you need customers to purchase your products or avail your services. Many companies make the error of creating content that they would like their ideal clients to want, instead of what their clients actually need. In this talk, Ellie explains how you can increase your sales and maximize sales by creating the right funnel that entices your most desirable customers, and is tailored to their needs and wants.

  Principal takeaways  

  Every piece of content has a role to play.  

A funnel that is focused on the customer is like forging a relationship with your clients. One of the best ways to accomplish that is to create information that is useful, relevant and useful to customers. A funnel designed to be customer-focused has five steps:

  • Awareness
  • Discovery
  • Consideration
  • Conversion
  • Retention + relationship + REPEAT

On the importance of creating the right content Ellie states, "Every piece of content that you produce is part in your team selling. So whatever you posted three months ago is still working to move people down this funnel... Being consistent and presenting consistently with a similar style creates a predictable tone for your customers to understand and help them navigate through this funnel."

  Make your brand clear  

If you're not sure whom your goods or services are catering to, no one's going to buy from or hire them. So before building a funnel, clarify your business's purpose and goals by starting with the ideal customer. Consider:

  • Who do I serve?
  • What do I help them in resolving their problems?
  • What can I do?

Answers to these questions are the basis of every business decision. Ellie proposes a simple template that can be used to assist the [YOUR TARGET AUDIENCE] achieve fulfill [YOUR PURPOSES] through your product or service

In her own experience in growing her business Ellie says, "For myself, this could mean "I support women to create profitable businesses through providing them with strategy and financial skills '... for a long time I kept this information written on a notepad in a corner. So, whenever I decided to make a video, I remembered who I was speaking to."

  Develop your social media followers  

Social media is one of the most successful digital channels for building the brand's reputation and driving leads for your business. It's so efficient that the majority of people will browse through your business's Instagram profile (or your other social media pages) prior to visiting your site.

Thus, you must invest time (and maybe even money) into the content on social media in order to make it more visible. The best way to accomplish that is by:

  • Making engaging, informative and easily shareable video content (especially video)
  • Ads that run paid
  • Collaborating with influencers with a similar target audience as you

  Lead magnets can be used to expand your email database  

As you're creating content, the goal is to pull the maximum number of people who aren't on social media on your list of email subscribers. When you sign-up people to your email list it gives you a way to communicate directly with them -- which is more valuable than if they happen to stumble onto your videos and posts when they browse Instagram or X (formerly Twitter). That's where lead magnets can come in.

With lead magnets, you're handing worth to get people's contact details (usually their name and email address). However, you may ask for other things too. In the beginning of her venture, Ellie offered free 1-on-1 sessions to customers who were willing to give testimonials. She used those testimonials to gain her first group of paid clients.

      "You've got to consider, 'What is an field where I can provide an amazing free service that will inspire people? And make it your principal draw. [In my business], I've recently implemented a new strategy where instead of pushing the customer directly towards a particular product, we push the user to sign up for a free deal such as the free masterclass. We then sell it on the back end. The results have been great."  

  Maintaining customers who are already there is easier than acquiring new ones  

With each new lead you acquire, you go through the process of moving them through the sales funnel. It is a lot harder than convincing an existing customer to buy from you again. So focus on customer retention at the same level, if not more, as you do customer acquisition.

In order to keep your clients, here are some steps to take:

  • Offer high-quality customer support
  • Use customer surveys to get feedback
  • Get testimonials from happy customer (offer incentives, if possible)
  • Create a secondary offering that can fill in market gaps

In creating the second deal, Ellie shares, "I have created my very first business credit class at 15 dollars. In the meantime, I was getting comments from my customers on what theyrequire the next. This led me to create the Business Credit revamped. Later, I came up with an entire Business Credit masterclass, and later the complete package. What happened is, a majority of those who bought the first one then bought the next one to make up the missing pieces. They then bought the third version because they grew in knowledge, they needed more."

Growing Both B2C and B2B Businesses to generate multiple revenue streams

Jessica Chen, Global Communication Expert & CEO at Soulcast Media

Session description: Businesses, generally speaking, have three primary revenue and sales elements: their offerings and services and the content they produce to explain their products and services and the channels by the channels they share their information. In this talk, Jessica discusses the power of LinkedIn to help businesses connect to both customers (B2C) as well as other companies (B2B), how to make your content appealing to both types of audiences and how to expand the range of services you offer in order to meet the needs of both groups.

  LinkedIn is an effective way to share content on LinkedIn and increase your exposure  

While many professionals and entrepreneurs have profiles on LinkedIn however, they aren't considering it a platform where you are able to increase your reach and publish content. Instead, they see it as an avenue for updating resumes, finding new jobs, and only connecting with people you know.

In real life, LinkedIn is a social media platform, similar to Instagram and X (formerly Twitter), and it should be treated like such. Only difference is the kind of content that you share.

In regards to LinkedIn's popularity, Jessica says, "The benefit of LinkedIn is this: You're reaching a particular segment of the population that is engaged in the process of professional development and an eagerness to grow."

Jessica also explains her journey from speaking about her experience as a reporter in 2018 to becoming a accredited Top Voice and a LinkedIn instructor in just five years. The reason she explains this is being consistent on the platform and connecting with a wide variety of audiences that can be benefited from her service to help people improve their communicating abilities.

  Tweak your messaging to suit both B2C and B2B audiences  

Most business owners believe they'll only get noticed if their content only caters to consumers who are merely individuals. This isn't true.

The strength of LinkedIn is that it allows the user to alter their message to cater to both B2C and B2B customers. The content itself does not need to change, but changing the way you describe your company can increase your exposure and help you attract business and individual customers.

"I discovered that when I'm trying to communicate to my audience B2C, I employ words like "you," "your" Have ever considered this? ...?'""you"?" asks Jessica. "My words are direct, which means that those who are reading the material feels as if it's a personal message.

      "[With an audience that is B2B], instead of using 'you' or 'your', I'm now presenting my message using things like"the team' or 'the company'. This is more optimistic and less personal]."  

  Make yourself known as an thought-leader in order to attract B2B buyers.  

In contrast to the individual customer who just want a great product, B2B audiences are looking to ensure they're getting the best. So to get their attention, you'll need present yourself as a professional or thought-leader in your area, even if the product you offer is designed towards B2C customers.

In the case of a photographer, then you may develop and market courses in photography for your B2C market. But to get B2B leads, you can publish thought leadership content about working in the field of arts or how to build a successful company by being an artist. Or if you offer 1-on-1 workshops that teach people how to be more productive You can reach out to B2B audiences by posting content about improving workplace productivity.

So, you'll be able to go to selling B2C items like e-courses or 1-on-1 classes to offering talks and workshops.

Making a Personal Brand with Video

XayLi Barclay, Expert and Visual Content Coach for Start Shoot Expand

Session Description as the owner of your business isn't it easy to be viewed as unimportant, particularly if you're selling in a crowded sector or market. But you can overcome this by creating an image for yourself through video content, be it short TikTok clips, Instagram Reels, or lengthy YouTube videos. In this presentation, XayLi explains how you can make use of video content to help promote your online courses as well as to generate sales. build your brand's reputation to your customers.

  There isn't really much information to start.  

If you are creating your first video or launching your first livestream, not everything has to be perfect. Start with the footage you have. When you first start out, viewers will accept your poor quality video and editing skill since they are aware that with time, you'll get better.

XayLi herself started with her laptop, simple white backdrop and a run-off-the-mill ring light.

"This is the place where I got my start, even when approached me as an expert," she says. "I was eager to wait until I had the newsroom set to start teaching people. I made use of the equipment I had since I knew what I was trying to impart was not just about how stunning your setup could be.

      Today, I have a full Studio built into my house However, this is the place my first attempt at HTML0 a couple of years ago."    

  You will receive more resources as you advance  

As you get more visibility through your video content and earn money, it's possible to begin to build out your set and upgrade your video equipment. As an example, you could purchase a higher quality camera/webcam, a tripod stand (worth between $500 and $1,000), a green screen and E-Camm Live as well as a teleprompter software, and a Adobe Premiere subscription for editing.

When it comes to upgrade options for equipment and sets, XayLi says, "[At this stage] it is possible to have multiple camera angles and the list goes on. The time is now to invest into these things since you're earning profits. Many of us believe that we have to be attractive before the money comes. No. It is necessary to go on the market, and after that the money will start coming in."

Once you have earned enough cash, you may outsource your video recording edits, distribution, and recording to contractors or an internal team.

  Pay attention to only one thing at a given time  

There's a common misconception that you must do everything to scale your business: post on every channel, hop into every trend and discuss a variety of topics. It's not always the case. It's better to concentrate only on one aspect one at a time while you build your personal image. Not only does this prevent the possibility of burning out, but it also lets your audience know what to be expecting from you each time you post a video.

In accordance with XayLi Barclay's "Rule of 5 Ones" These are the five things to focus on when defining your digital strategy:

  • One item or service
  • One target market
  • One lead conversion tool
  • The most important traffic source
  • One business goal

Memberships - Memberships - The Good, The Bad The Ugly, and The Ugly

Teri Ijeoma the founder of Trade & Travel

Session description: When done properly, memberships are excellent for businesses to build stronger relationships with their clients, in addition to generating additional revenues. Teri Ijeoma has created an online membership platform that focuses on Trade & Travel and she now has over 35,000 people taking her classes and over 185,000 email list subscribers. In this session, Teri shares the benefits from establishing a program for membership, and explains how businesses can establish and utilize to create memberships in a way that is effective.

  Be aware of when you can transition from a group that is free to a paid membership model  

If you're not a popular business, chances are that you'll have to begin your membership program by offering value for free. Teri began her membership program using a group on Facebook that was free. However, as you grow your group, you'll need to know when to transition from a free community into a paid-membership model.

These are indicators to be aware of prior to taking a turn:

  • Your group is growing in size but your members are only paying an annual fee to receive the service you offer, as opposed to paying to cover the other benefits your group provides, e.g. year-long customer support, etc.
  • The group members begin their own meetings or sub-groups, making it harder to manage the group's administration.
  • Group moderators are hired as coaches to offer consulting to group members, and not generating any additional income through your group members.

  Your Membership program is an item by itself  

Some companies who create online courses also offer subscription programs to the courses. While membership programs are an excellent way to make your course more attractive but you must treat it as a complete productand not just an add-on.

When discussing the benefits of her Trade & Travel membership, Teri admits "In my initial stages, I believed that it was a continuation of my education. It's not the case -- the membership is a product all by itself. It should have its own staff, promotions and marketing plan... you should consider the membership as a "product."

  Make sure you are aware of your pricing  

In the transition from a no-cost group to a membership model, take note of the income goals you have and then price your product on the basis of that. In this point, it's simple to set your price lower to get more members. If you're certain that your program's packed with value, don't be afraid to charge a premium price to get it.

If, for instance, your aim is to generate 10,000 per month, it's better to get 500 people to pay $200/month than to get 1,000 customers to pay $100/month. In reality, the more expensive your costs are, the less potential customers will sign up for it. This also means you'll reach your goals for income quicker, and find it easier to control the program.

Head of table panel discussion

Diandra Marizet (Host) The Executive Director & Co-founder of Intersectional Environmentalist

Session description: This panel discussion includes speakers Cicely, Ellie, Jessica and XayLi discussing their views on the importance of inclusivity and diversity in the entrepreneurial space, the issues women as well as BIPOC business owners confront as they seek to establish themselves in the creator economy, and how to price their products ethically in the capitalist market.

Here are a selection of the more poignant and important concerns and questions in this conversation:

  Many women of color entrepreneurs are coming into financial stability for the very first time. What new challenges, problems, and opportunities do the future hold for them?

Ellie Diop: Just like the trauma of poverty There's also wealth trauma too. When you're the first one in your family to own a 6- or seven-figure company, there's not any examples for you to emulate. There's a stigma that still exists when speaking about money, specifically in the case of a person who is of color and earning more than most people see throughout their lives.

When I made my first million, I was afraid to leave my mom's home. I wasn't ready to commit on a house because I didn't know what I'd do if it was gone. It was also a bit scary to share the news with my family since I was worried they'd think differently of my character.

What I'd love to be able to see more of are collaborative places like these that can remove this stigma, and state "Hey, what's going on? If you're struggling to make money and what to spend your earnings Don't be shy to discuss it". The stigma that is perpetuated is a reason why we see people make lots of money, only to return to the place they were.

  Oftentimes, in business settings there is a need to integrate, code-switch or remain silent, or put aspects of ourselves aside. It is not always easy to think that we belong to the notion of professionalism. Did that experience influence how you serve your community and how do you integrate that experience into the work that you enjoy as a DEI professional?

Cicely Blain: With the systems that we grew up in and where we are seeing the same sort of person featured on TV, media as well as social media as well as when certain creators on the internet have a lot of traction and others get banned, you begin believing that you must to conform to a certain style of living and how you speak.

When you find a space where you are seen for the person you are by the people around you and your people in authority (even when they may not have the same experiences that you), that's truly liberating. Although the number of people represented is growing and more opportunities are accessible, there's an unwritten rule about how people can show up. It's not uncommon for us to internalize the two rules (even even though they may be untrue) which can hinder us.

For example, on TikTok the majority of users don't show up well-dressed and polished constantly. While that's liberating but I'm of the opinion that that chance is available only to a select few, and there's a higher expectation for others and how they present themselves.

  When do you decide that the path you're on does not align with where your capacity can be and what your dream can be, and make the decision to transition into full-time entrepreneurship?  

Jessica Chen: All of us will reach a point in time reach where we realize that what we were hoping to accomplish is now over and we're ready for an entirely new experience. Myself I was working in an excellent job that I was passionate about, but after 10 years, I felt like there was something more to offer. I've always been the type of person who has the ability to design my own way. Then I considered how I could teach the skills I've learned.

My first job was in journalism, which you may consider to be the only "proper" job that doesn't allow you to share your opinions, you aren't able to express yourself and are merely telling other people's stories. It was quite a shock to begin creating my own voice and displaying my personality. That was definitely a learning steeple.

  How do you approach pricing your offerings or services in order in order to draw people who share your values, are eager to gain knowledge from you and see the value in your offering?

XayLi Barclay Says: Lots of the time we offer low prices and then we overburden those investing- and that is a shame for the investor. It's tempting to believe that you'll attract a lot of buyers if you sell low. However, chances are that you're dealing with people who are overwhelmed that are not ready to make a decision.

I hired a coach for my business to determine how much I should be making which then determined my prices based on volumes. We see a lot of creators who launch a $7 course and make six figures from that course and yet they lack the volume. If you're a small-scale creator, you need to be aware of what your goals are as a business so you're able to set prices according to your goals.

If I sell 5 online classes at $1,000 for each course, I'll make five thousand dollars, versus selling 500 courses at $10 per course. Imagine it in this manner. It's what I needed to undergo.

Watch Sessions of Think In Color 2023 available for on-demand

And there you have it The key takeaways from the three-hour-long event created for both budding and established entrepreneurs working in the creation economy. We encourage you to dive further into the subjects that have piqued your curiosity.