Crealanta Magazine

Imagine in Color 2023"Head of the Table"

Nov 16, 2023

"Think" In Color 2023 has officially ended! We're thankful and pleased for the opportunity to take in our line-up of brilliant women as well as BIPOC makers and pioneers of the business. We're hoping that, at the time you've finished the conference you're impressed by our speaker's adventures and learnt how you can build a powerful virtual community, diversify your services and grow your business and expand your reach, among other things.

While many subjects were discussed in the forum, we've done our best to bring the highlights to the attention of. Read on to learn our key takeaways from every speaker.

Skip ahead:

Creating Cozy & Collaborative Virtual Communities

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

Description of the session: While remote working was a reality prior to COVID-19 was discovered, it accelerated the requirement for businesses to move to a digital location. In turn, companies that wanted to maintain a close connection with their clients set up up virtual communities where similar-minded individuals can share their knowledge and support one another. However, it can be hard to make a virtual community as close-knit like a physical one.

In this presentation, Cicely Blain shares their journey to build their virtual community, Living Room. They shared how they created warm and inviting atmosphere in the digital world, developing inclusive and safe communities and utilizing technology to address people's needs.

  Principal takeaways  

  Know who your audience is and what they are looking for.  

Before creating Living Room, Cicely had determine who they were trying to create the digital space for. Because their work is rooted in the fight against racism and oppression, Cicely knew that this community was primarily geared towards those such as DEI practitioners, consultants, and HR professionals that do similar work.

Then, Cicely had to figure out what they really were looking for.

      "I thought about what these people are looking forward to, in particular at this moment of change, when many things are shifting and being referred to by different names?    

      The people are clearly looking for community, a sense of connection, solidarity, and unity in times of isolation. [They're also] looking for ways to connect and learning."  

  Be relatable to your audience  

One of the best ways to attract people to join your virtual community is to give them something they can connect with. For Cicely the thing that was relatable was their living space. They sought to replicate the similar cozy and comfortable atmosphere that their own living space gave them.

      "I thought, 'What do I want people feeling in this place?' I thought, well I'd like them to feel the same how they would feel if they walk into the physical space. It should be warm and welcoming and cozy. I wanted them to feel comfortable, relaxed, supported, connected, and understood."  

Cicely incorporates this spirit in the community through:

  • The beginning of every virtual conference begins with 10 minutes of reflection. They ask a simple question on the screen for participants to engage in self-reflection.
  • Playing a soft R&B-inspired playlist that helps users relax and settle into the phone call.
  • Approaching each call like you're enjoying a casual conversation with the closest people. While making video clips for the online courses, Cicely might be doing makeup or brewing a cup of tea in the kitchen.

  Provide a variety of ways for community members to get what they require  

Although the members of the virtual community are generally similar to each other, they will have different needs as well as strengths and weaknesses. For your company, you'll have to figure out different ways through how you can satisfy the demands of your members, despite the differences.

Together with Living Room, Cicely met their community members' needs by:

  • Engaging in various ways (e.g. chat forums, live discussions, comprehensive online courses and more. );
  • The definition of common values and guidelines for the community;
  • allowing people to dress in their authentic selves;
  • Removal of unnecessary stressors such as time constraints and meeting agendas;
  • Consider accessibility requirements (e.g. disability and neurodivergence), etc.

Funds in the Funnel: How to Maximize Sales With a Customer-Focused Funnel

Ellie Diop, Content and Finance Coach in Ellievated Academy

Description of session: To create an effective business, you need customers to purchase your products or avail with your offerings. But, most businesses make the mistake of creating content that their ideal customers would want rather than what their customers really want. In this presentation, Ellie explains how you can grow your business and increase sales by creating a funnel that attracts your ideal customers and caters to their wants and needs.

  The most important takeaways are:  

  Every element of content is important.  

A funnel that is focused on the customer can be described as establishing a connection with your clients. One of the best ways to accomplish it is by creating content that is informative, useful, relevant and valuable to your customers. A funnel that is focused on the customer has five steps:

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

When it comes to the value of writing material, Ellie says, "Every piece of content that you produce is part of the sales staff. Therefore, whatever you published in the last three months is working to move customers through this process... Making sure you show up consistently with a similar style creates a predictable tone that your clients can understand and help them navigate through this funnel."

  Clarify your brand  

If you're not aware of the people your services or products target, nobody will buy from you or work with them. Before you create an online funnel, you need to clarify your business's purpose and goals by starting with the ideal customer. Ask yourself:

  • Who do I serve?
  • How can I assist them to with their problem?
  • What can I do?

These answers form the foundation of the business decisions you make. Ellie proposes a simple template for this: I help [YOUR TARGET AUDIENCE] to fulfill [YOUR PURPOSES] through your product or service

In her own experience of growing her company, Ellie declares, "For myself, this could mean "I support women to create successful businesses by providing them with strategy and financial techniques '... In the past I wrote this down in a post-it note in the corner of my office, and each time I attempted to make a video, I remembered who I was talking about."

  Develop your social media followers  

Social media is among the most successful digital channels for building branding awareness as well as generating leads for your company. The results are so good that many customers will visit your business's Instagram profile (or your other social media pages) before they visit your site.

Therefore, it is important to invest your time (and perhaps money) into your content for social media in order to increase its visibility. The best way to accomplish it is:

  • creating engaging, educational, and shareable content (especially video)
  • Running paid ads
  • Working with influencers that have a similar target audience as you

  Use lead magnets to expand your email database  

When you're making content, your goal is to get most people from social media onto your email list. When people subscribe to your list of email subscribers will give the opportunity to interact directly with them, which is more valuable than if they happen to stumble into your posts and videos while scrolling through Instagram and X (formerly Twitter). This is where lead magnets come in.

In the ideal scenario, when you use lead magnets, you're giving out value for free in exchange for contact details (usually their name and email address). You can also request other items as well. In the beginning of her venture, Ellie offered free 1-on-1 training to clients in exchange for reviews. They were used to get her first batch of paying clients.

      "You've gotta look at the question, "What's an field where I can provide an amazing free service that will get someone excited?' And make it your principal attraction. (In my own business) I made a shift recently where instead of pushing you directly to a item, we instead push you to a free offer, which is the free masterclass. After that, we sell the backend. We have had great results."  

  Retaining existing customers is much easier than finding new customers  

Every new lead you get You go through the process of pushing them down the sales funnel. This is a lot harder than convincing an existing client to purchase from you once more. Thus, focus on retention of customers at the same level or even more as you do customer acquisition.

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

  • Provide high-end customer service
  • Utilize surveys from customers to collect feedback
  • Gather testimonials from satisfied customer (offer incentive programs, when possible)
  • Create a second product that will fill market gaps

In creating the second offer, Ellie shares, "I made my first credit for business class at 15 dollars. In the meantime, I was getting the feedback of my customers about what theywould like to see the next. So I came up with the Business Credit revamped. After that, I developed an entire Business Credit masterclass, and then the entire bundle. The result was that a majority of the people who purchased the first then bought the next one to make up the missing pieces. [Then] they bought the third because they grew in skills, they wanted to know more."

Growing Both B2C and B2B Businesses with Multiple Revenue Sources

Jessica Chen, Global Communication Expert & CEO of Soulcast Media

Description of session: Businesses in general, have three major sales and revenue elements: their offerings and services and the content they produce to explain their products and services, and the channels through which they distribute that content. In this talk, Jessica discusses the power of LinkedIn to help businesses connect with both their clients (B2C) as well as other companies (B2B), how to make your content appealing to both types of audiences and the best way to grow your offerings and services in order to meet the needs of both groups.

  LinkedIn is an effective platform to distribute content and grow your visibility  

Although many professionals and entrepreneurs are on LinkedIn however, they aren't considering it as a platform through which they can grow your visibility and share content. Instead, they view it as an avenue for updating resumes, finding new opportunities and connecting with people you know.

In real life, LinkedIn is a social media platform just like Instagram or X (formerly Twitter), and it should be treated like such. The only difference is in what kind of content you post.

The appeal of LinkedIn, Jessica says, "The appeal of LinkedIn is this: You're reaching a particular set of audience who is at a point of professional development and eagerness to learn."

Jessica also shares how she grew from talking about her experiences as a reporter in 2018 before becoming qualified Top Voice and a LinkedIn instructor within five years. The reason she explains this is being consistent on the platform as well as connecting with a range of people who can benefit from her offer of helping others improve their communication skills.

  Modify your message to meet the needs of both B2C and B2B audiences  

Most business owners believe they can only gain visibility when their content is targeted to consumers who are merely individuals. It's not the case.

The advantage of LinkedIn is its ability to allow users to modify their messaging in order to appeal to both B2C and B2B audiences. The offer itself doesn't have to change, but changing the way you describe your company can increase your exposure and help you attract business and individual customers.

"I have found that, if I want to speak to a B2C audience I employ words like "you," "your" and have you ever thought about ...?'" says Jessica. "My style of speaking is clear, so anyone who reads my content feels like it's personal.

      "[With the B2B marketInstead of using 'you' and "your", I'm framing my talk by saying things like, 'the team' and 'the organization'. It's more positive-driven and [less personal]."  

  Set yourself up as an thought-leader to appeal to B2B audiences  

In contrast to the individual customer who just need a good product, B2B buyers want to be sure they're buying from the top of the line. In order to attract the attention of B2B customers, you'll have establish yourself as a professional or thought leader within your industry, even if the product you offer is designed at B2C audiences.

In the case of an artist, you could create and sell an online photography class to your B2C audience. But to get B2B leads, you could post thought leadership material about working in the field of arts or about establishing a company through your art. Or if you offer 1-on-1 training classes to help people be more productive You can reach out to B2B audiences by posting information about improving the productivity of your workplace.

So, you'll be able to move from offering B2C products such as e-courses, 1-on-1 classes, to providing speaking engagements and workshops.

Designing Your Personal Brand through Video

XayLi Barclay expert and Visual Content Coach for Start Shoot Expand

Session description If you're an owner of a business isn't it easy to not be noticed, especially when you sell in a saturated sector or market. You can combat the feeling by establishing your personal brand with video content, be it short TikTok clips, Instagram Reels, or longer-form YouTube videos. In this presentation, XayLi explains how you could use videos to help promote your online courses as well as to generate sales. establish your name within the minds of the people who purchase from you.

  There isn't really much to get started  

In the process of creating your first video or creating your first livestream, it's not necessary for everything to be flawless. It's okay to start with what you already have. At the start, people are willing to overlook your poor video quality and editing skill as they understand that over time, you'll become better.

XayLi herself started with her laptop, simple white backdrop, as well as a ring light that was ripped from the mill.

"This is the place where I got my start with my first job, and I was even approached as one of their experts" she states. "I was eager to wait until I had the newsroom set for my first lesson to teach people. I used the equipment I had since I realized that the things I wanted to teach was not just about how stunning your set could look.

      In the present, I have a full Studio built into my house however, this is where I started a few years back."    

  Get more resources as you get more  

When you see more attention with your videos and begin to earn income, you can start expanding your equipment and upgrade your video equipment. As an example, you could get a better camera/webcam and tripod stand (worth around $500-$1,000) and a green screen and E-Camm Live and a teleprompter application along with an Adobe Premiere subscription for editing.

In a discussion about the latest equipment and setting upgrades XayLi says, "[At this stage], you can have multiple camera angles and so on. The time is now to invest in those things because you're making profits. We [often] think that we need to look good before we can earn money. No. It is necessary to go in the marketplace, and the money will start coming in."

If you are earning enough money, you could start outsourcing your video recording production, editing and distribution to contractors or an internal team.

  Concentrate on just one thing at the moment  

It's common to think that you need to do everything to scale your company: publish on every channel, get on every trend, and talk about several topics. However, this isn't always true. It's much better to focus on a single thing one at a time while you create your own personal branding. This not only keeps your energy from dwindling and wasting time, it also lets the viewers know what they can be expecting from you each when you upload a video.

According to XayLi Barclay's "Rule of 5 Ones", here are the five elements to consider when defining your digital strategy:

  • One service or product
  • One market to target
  • One lead converter tool
  • The most important traffic source
  • One objective for business

Memberships -- The Good, The Bad as well as The Ugly

Teri Ijeoma, the founder of Trade & Travel

Summary of session: If executed properly, memberships are excellent for businesses to forge deeper relationships with their clients, in addition to generating additional revenue. Teri Ijeoma has created an online membership platform for Trade & Travel and she now has over 35,000 people taking her classes and over 185,000 email list subscribers. In this talk, Teri shares the benefits of establishing a membership system as well as explains how businesses can set up and use to create memberships in a way that is effective.

  Know when to transition from a no-cost group to a paid membership model  

If you're not a famous business, then you'll need to start your membership program by offering the benefits for no cost. Teri started hers using a group on Facebook that was free. But, as you build your network, it is important to be aware of the time to move from a community that is free to a paid membership model.

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

  • Your organization is expanding in size, yet the members pay an annual fee to receive your offer -- instead of paying for any additional benefits that your organization offers, e.g. year-long customer support, etc.
  • The group members begin their own groups or meetings, which makes difficult the group's administration.
  • Group moderators are hired as coaches to offer consulting to group members, and not generating any additional income from your members.

  Your membership program is a product by its own  

A lot of companies that offer online courses also offer membership programs as add-ons for their classes. While a membership program is an effective method of making your course more valuable however, it should be treated as a product itself -- not a mere add-on.

In her interview about Teri's Trade & Travel membership, Teri acknowledges "In early on, I was thinking that it was a continuation of my course. This isn't the case. it's a product entirely on its own. It should have its own team, promotion, marketing schedule... You should consider it as a product itself."

  Make sure you are aware of your pricing  

If you're transitioning from a free group to a paid-membership model, consider your goal for income and price your offer on the basis of that. It's possible to make your offer less to attract more customers. But if you're sure that your membership program is packed with value, don't be afraid to charge a premium price to get it.

In the example above, if you're hoping to earn $10,000 each month, it's better to have 500 people pay $200/month than to get 1,000 people to pay $100/month. It's true that the higher your rates are, the less potential customers would sign up. This also means you'll reach your goals for income more quickly, while also finding it easier to handle the program.

Head of the Table Panel Discussion

Diandra Marizet, (Host) Executive Director & co-founder of Intersectional Environmentalist

The description of this panel discussion features the panelists Cicely, Ellie, Jessica Cicely, Jessica XayLi sharing their perspectives regarding the importance of inclusiveness and representation within the business world, the difficulties women and BIPOC business owners confront as they enter the economy of creators as well as how they can price their products ethically within a capitalist system.

Here are some of the most poignant questions and answers in this debate:

  A lot of women entrepreneurs from underrepresented groups have reached financial security for the first time. What new challenges, issues, and opportunities does this bring?

Ellie Diop: Just like there's poverty trauma and wealth trauma also. When you're the first one within your family to have the 6- to seven-figure enterprise, there's many examples to follow. There's still a stigma around speaking about money, specifically when you're a person who is of color and earning more than most people see over the course of a lifetime.

For example, when I earned my first million, I was anxious to leave my mom's house. I was reluctant to invest the money since I wasn't sure what I would do in the event that it went away. It was also a bit scary to inform my family members because I was worried they'd think differently of me.

What I'd love to have more of is collaboration spaces like this that remove this stigma, and state "Hey is something going on? If you're stressed about making money, and what you should use the money Don't be shy to share your thoughts". Allowing that stigma to continue is a reason why many people earn lots of money, only to then go back to where they were.

  In business environments, often there is a need to blend, code-switch, be silent or set parts of ourselves out. We may not always believe that we are a part of the concept of professionalism. What has that experience taught you about how you contribute to the community you live in and how you incorporate that into your work as an DEI professional?

Cicely Blain: With the media systems we grew up in that we have a certain sort of person featured in media, TV, and social media, as well as when certain creators on the internet have a lot of traction and others are shadow-banned, you start to think that you have to conform to a certain manner of speaking and being.

When you find a space that you're recognized for who you truly are, by your peers and leaders (even if they don't have the same lived experiences as you) it's a great feeling. Although representation is increasing and there are more chances offered, there's still a double standard as to how people can show up. We sometimes internalize these double norms (even even though they may not be true) which can keep us from achieving our goals.

On TikTok there are a lot of people who do not appear polished and put together constantly. Though it's great, I feel like that possibility is limited to some people as there's an elevated expectations for other people and the way they appear.

  If you are faced with the dilemma of deciding that the path you're on does not align with where your capacity can be and what your dream can be, and take the step of transitioning into full-time entrepreneurship?  

Jessica Chen: All of us have a point we arrive at where we recognize that the dream we had to attain is done and we're now ready to try something new. Myself I was working in an excellent job that I enjoyed, however after 10 years of working, I felt like there was more out there. I've always been the kind of person who has the ability to design my own way. Therefore, I began to think about ways I can pass along the techniques I've acquired to others.

My initial career was in journalism, which you may consider to be a "proper" profession where you can't share your thoughts, and you do not have a voice of your own as you're telling other people's stories. It was a jarring transition to begin creating my own voice and displaying my individuality. That was definitely a learning curve.

  How do you approach pricing your services or products to attract people that are in the same boat, eager to learn from you, and recognize the value of the product or service you offer?

XayLi Barclay The majority of the time we offer low prices and then we overburden the person who's investing -which is a shame for the investor. It's easy to think you'll get a lot of buyers if you sell low. However, chances are that you're dealing with people who are overwhelmed who aren't ready to take action.

I hired a coach for my business to figure out the amount I would be earning which then determined my pricing based on volume. It's common for creators who launch an online course for $7 and earn 6 figures off that course however they don't have an amount. If you're a small-scale creator, it's important be aware of what you want to accomplish as a business so you are able to price your product appropriately.

If I offer 5 online classes at $1,000 for each course, I'll earn five thousand dollars, versus selling 500 courses at the rate of $10 for each course. Think about it that way. It's what I needed to undergo.

Watch the sessions of Think in Color 2023 on-demand

There you go an overview of the most important insights from the three-hour-long event created for budding as well as established entrepreneurs working in the creation economy. We invite you to dig deeper into any of the subjects that have piqued your curiosity.