"Think in Color 2023" conference has ended officially! We're extremely grateful for the chance to be able to enjoy our line-up of outstanding women as well as BIPOC creators and innovators in the industry. We'd love to see that at the end of this conference, you've been inspired by our speakers' experiences and gained insight into how to create a powerful virtual community, diversify your services, and grow your business in addition to other aspects.
There were many topics discussed during the conference, we've done to bring highlights that merit the interest of. Find out the key points that we learned from each of the speakers.
- Creating Cozy & Collaborative Virtual Communities
- Funds In The Funnel: Maximizing sales with a funnel that is focused on the customer.
- Increasing Both B2B and B2C businesses to multiple Revenue sources
- Crafting a Visible Personal Brand with Video
- memberships The Good, The Bad as well as The Ugly
- The Head of Table Panel Discussion
Creating Cozy & Collaborative Virtual Communities
Cicely Blain, anti-racism expert and founder Bakau Consulting. Bakau Consulting
The description of the session is that, although remote work was not a new phenomenon before COVID-19, the virus has made it more imperative for businesses to shift into a digital environment. In turn, companies who want to establish a strong connection with their clients have set up online communities in which the like-minded customers are able to benefit as well as support one another. But, it's difficult to create it as tight-knit like a physical one.
In this talk, Cicely Blain shares their stories of creating their own online community called Living Room. They discussed the process used to build an inviting and warm atmosphere within the world of digital technology, creating safe and inclusive communities, and making use of internet technology to cater to individuals' requirements.
HTML0Learn who your customer is and what they're looking for.
Before creating Living Room, Cicely had identify the audience they wanted to provide an online community for. As their goal is by the struggle against discrimination and oppression, Cicely was aware that this community would become a target for people who are DEI professionals, consultants, and HR professionals doing similar things.
In the following, Cicely had to figure out what exactly the folks were looking for.
"I was contemplating what they're seeking specifically in this momentous period when so many aspects change and are getting different calls? '
The people are clearly searching for a sense of an atmosphere of solidarity, and connection regardless of an overwhelming sense of. They're also looking for sources and are eager to know more."
You should be relatable to the people you are trying to reach.
One of the most efficient ways for members to be convinced to join your virtual community is to present them with something that they can relate to. For Cicely the item that could be compared to was their living space. They were looking to replicate the same comfort and warmth that their living room provided them.
"I thought, "What is it that I'd like people to feel when they walk into this area? Then I thought: I'd love them to feel like they do feel when entering the physical space. It should be warm and warm and welcoming. I wanted them to be comfortable, relaxed and happy and supported. They should feel felt and understood."
Cicely shares this attitude with the community through:
- Each virtual conference is to allow the participants to reflect for 10 minutes. This is simply a short question that are displayed on the screen to help attendees do some reflection on themselves.
- A playlist inspired by soft R&B that can help users to relax and ease into conversation.
- Engaging in each conversation with the same enthusiasm as if they were having an enjoyable conversation with their closest individuals. As they film the on-line classes, Cicely might be doing her makeup, or brewing a cup of tea at the table.
Give a number of options for community members can get the information they require
Although people who belong to the virtual community are generally like-minded folks, they likely have different needs strength or weaknesses as well as needs. For your company you'll need to figure out different ways in how you will meet the demands of your community members despite their differences.
Through Living Room, Cicely met the needs of their neighbors with:
- Offering various forms of engagement (e.g. live chat, forums for discussion or online classes that are comprehensive and more. );
- Establishes the common values and rules for the entire community.
- Enabling people to present themselves as authentic;
- Elimination of stressors that are not needed, including time restrictions and agendas for meetings
- Be aware of accessibility issues (e.g. disabilities and neurodivergence) and other accessibility issues.
Funds In The Funnel: Maximizing Revenues Using an effective funnel that focuses at customers.
Ellie Diop, Content & Finance Coach at Ellievated Academy
Description of the session To build an effective business, you need customers to take a decision to purchase your product or service. A lot of companies commit the mistake of creating content they think that the perfect customer will want instead of what customers really want. In this presentation, Ellie explains how you will grow your business and boost sales by designing an effective funnel that attracts your most desirable customers, and is able to cater to their desires and requirements.
The main takeaways
Every element of content matters
Building a customer-focused funnel is described as creating an emotional connection with your customers. One of the most efficient ways to achieve it is by making content that is interesting pertinent, valuable and valuable to your customers. A customer-focused funnel consists of five steps:
- Retention, relationship and REPEAT
Concerning the value of writing quality material, Ellie declares, "Every piece of content that you produce is an element of your sales team. What you have posted over the last 3 months will be helping to lead customers through this funnel... It is important to ensure that you show up regularly with the same style creates a predictable tone for your customers to understand to help them move along the sales funnel."
Make your brand clear
If you're not sure of whom your goods or services are being marketed to, there's no way anyone will purchase from or employ your products or services. So, prior to constructing an online sales funnel, it is essential define your business's goals and objectives, beginning with your ideal buyer. Consider:
- Who do I serve?
- What can I do to help the team solve their problems?
- What can I do?
The answers to these questions are the base for all your business decisions. Ellie gives a clear method for doing this: I assist [your target audience] reach [YOUR goal] by the use of [YOUR PRODUCT/SERVICE]
Drawing on her experience in expanding her business Ellie says, "For me, it could be 'I help women build businesses that are successful by providing them with strategy as well as financial knowledge '... The last time I did this, I wrote this down on a sticky note up in the corner. So, every when I attempted to make a video I remembered who I was speaking with. "
Make your social media presence
Social media is one of the most effective methods to create brand awareness as well as generating leads for your business. The results are so good that the majority of customers will visit your brand's Instagram page (or the other pages on social media) prior to visiting your website.
Hence, you need to invest cash (and possibly even some money) in the contents on social media in order to make it more visible. The best way to achieve this is through:
- Engaging, educational and easily shared content (especially videos)
- Advertising costs are paid for
- Working with influencers that have an audience similar to you
Utilize lead magnets to grow your list of email subscribers
As you're creating content, you want to bring most people from social media on your list of email subscribers. When someone joins your email list give you a way to communicate directly with them -- which is more valuable than if they happen to stumble upon your content and videos while browsing through Instagram and X (formerly Twitter). Lead magnets, in this case, are beneficial.
By using lead magnets, you're offering value free to get people's contact details (usually their email and address). You can also ask for additional things as well. For example, at the start of her business, Ellie offered free 1-on-1 sessions to customers to get reviews. Ellie used these testimonials to secure her first set of customers who had paid.
"You've to consider the following question "What's an area that I could provide high-quality, free services to bring someone joy? And make it your primary incentive. (In my own business) I recently made a change that instead of directing customers to buy an item, we encourage clients to avail the free offer, for example the masterclass for free. Then, we market the product at the end. We've had excellent results."
The method for keeping existing customers easier than finding new ones
Every new lead you get must be followed by the procedure to move your leads through the sales funnel. This is more challenging than convincing an already existing customer to come back to you. Therefore, you should focus on the retention of your customers on an equal or more than customer acquisition.
To retain your customers For retaining your customers, here are some guidelines to follow:
- Provide high-end customer service
- Use surveys from your customers to get feedback
- Collect testimonials from happy customers (offer incentives, if you are able to)
- Create a secondary product that can fill in any gap on the market
In the second offering, Ellie shares, "I made my first credit-based business course at only 15 dollars. While I was creating it, I was getting responses from my customers about what theywould prefer to see more of in the near future. So, I came up with the Business Credit revamped. Then, I created the Business Credit masterclass, and after that, the whole bundle. The result was that a majority of those who bought one version purchased the next to make up the holes. They then purchased the third edition because they had a greater knowledge, and needed more."
Growing both B2C and B2B Companies for Multiple Revenue Sources
Jessica Chen, Global Communication Expert and CEO of Soulcast Media
Description of the session: Businesses, generally speaking, comprise three main revenue and sales elements: their offerings and services, as well as the content they develop to promote the products and services they offer as well as the platforms through the distribution of their data. In this presentation, Jessica discusses the power of LinkedIn to help businesses communicate with clients (B2C) in addition to other businesses (B2B) and how you can design your content that speaks to both audiences, as well as how you can expand the range of services and products you offer for both audiences.
LinkedIn is a powerful platform for distributing content and grow your visibility
Numerous professionals and business owners are already on LinkedIn However, they're not looking at LinkedIn an avenue through which you will increase the visibility of your business and post content. Instead, they think of it as a tool to update resumes, find jobs, and creating connections with the people you already know.
In real life, LinkedIn is a social media platform, similar to Instagram as well as X (formerly Twitter), and ought to be considered as like such. It is the only distinction: what kind of content you post.
The appeal of LinkedIn, Jessica says, "The benefits of LinkedIn is that you're in contact with a particular section of people who is in a state in their professional development, and has the desire to expand. "
Jessica gives a detailed explanation of her journey from sharing stories of her journey as a journalist in the year 2018 before becoming an accredited Top Voice and a LinkedIn instructor in just five years. Jessica attributes this to posting regularly on LinkedIn and being able to connect with an array of users who could be benefited from her service in helping other people improve their communication skills.
Change your messages to meet the needs of both B2C and B2B customers.
Many business owners think that they are able to get noticed when their material is targeted towards consumers who are merely people. But this isn't the case.
The strength of LinkedIn is its ability to let users modify their content so that it can be tailored to B2C and B2B audiences. The content itself does not have to be changed, however changing the language you use to describe your business will increase your exposure and draw in consumers and businesses.
"I discovered that when I'm trying to reach out to B2C audiences, I use language like "you," "your" or have you been thinking about it? ...?'" says Jessica. "My language is direct so anyone who reads my material has the impression that they are receiving a personal message.
"[With the B2B market] instead of using the words "you" and "your" instead, I'm communicating my messages using terms such as"the team," or 'the company'. It's more positive-driven and [less personal."
HTML0Be known as a thought leader to draw buyers from B2B.
In contrast to individual consumers who need a high-end product, B2B audiences need to know they're getting the best. To get the attention of B2B clients, you must present yourself as an expert or thought-leader in your field regardless of whether or not the product you offer is designed toward B2C clients.
In the case of an artist, you can create and sell an online photography class for your B2C customers. However, to attract prospects from B2B they can read your content that is thought-provoking about having a careers in the arts or about establishing a company by using your talent. Or if you offer 1-on-1 classes teaching individuals how to improve their productivity You can contact B2B customers with content on improving workplace productivity.
In this way, you are able to shift to selling B2C products like e-courses, 1-on-1 classes to offering occasions for speaking and events.
Making a personal brand using video
XayLi Barclay expert as well as Visual Content Coach with Start Shoot Develop
Description of the session as the proprietor of your company, you may appear unimportant, particularly if you sell in an area or market that is saturated. However, you can get over the feeling by establishing your individual brand through videos, whether it's shorter TikTok video clips, Instagram Reels, or longer-form YouTube videos. In this presentation, XayLi explains how you are able to use video content in order to promote your online course in addition to generating sales. establish your name to the customers who buy from you.
It doesn't require too much information to start.
If you are you are making your first video or even the first stream live, do not have to be a pro. You can start with what you have. At the start, people are going to be tolerant of your low-quality video, as well as your poor editing abilities because they know that as time passes, you'll become more skilled.
XayLi herself started her journey using a laptop, an easy white background and a ring light that was taken from a mill.
"This was when I got my start getting approached become one of their experts" she says. "I did not wait until I could set up the newsroom to start teaching other people. I used the equipment I had since I realized that the things I was looking to impart was not based on the beauty of your set-up might be.
Presently, I'm using an integrated studio in my home. However, it's the place where I began a few years ago. "
Get more resources as you advance
If you get more interest through your video content and make money from it, it's possible to begin to build out your set and enhance your video gear. For instance, you could buy more powerful cameras or webcam as well as a tripod stand (worth between $500 and $1,000) and an eCammLive green screen, a teleprompter app and your Adobe Premiere subscription for editing.
When it comes to equipment and set upgrades, XayLi clarifies "[At this pointthere are numerous camera angles and the list continues. You can start investing in these areas because there are profits to be made. It's a common belief that it's important to appear well before making money. No. It is necessary to go in the marketplace, and the money will start flowing in."
When you start making enough cash, you may begin outsourcing your video recording production, editing and distribution to contractors or an internal group.
Concentrate on only one thing at a given moment
The common perception is that you must take every step to grow your business posting on every social media platform and take advantage of every latest trend, and talk about various topics. But this isn't necessarily accurate. It is better to concentrate just on one thing at a time as you build your personal branding. It not only stops your energy from wasting away your resources, but also let your audience know what to expect of you whenever you upload your video.
As per XayLi Barclay's "Rule of 5 Ones", here are the five things to take into consideration when creating your digital plan
- One product or service
- One possible market
- One lead conversion tool
- One main traffic source
- A key goal for businesses
Memberships - Memberships - The Good, The Bad as well as The Ugly
Teri Ijeoma the creator of Trade & Travel
Summary of session: If implemented correctly, memberships are an excellent way for companies to build stronger relationships with their customers, and also generate additional income. Teri Ijeoma is the creator of an online platform for membership to support Trade & Travel and she has now been able to sign up more than 35,000 members who have enrolled in her programs and 185,000 subscribers to her mailing list. In this video, Teri shares the benefits from establishing a system for membership as well as explains how businesses are able to set up and manage members effectively.
Learn when to switch from a no-cost group into a model of membership that is paid
If you're not a famous business, then you'll need to start your own membership scheme that offers the benefits at no cost. Teri began her program by establishing a Facebook group for free. If you decide to grow your community, you'll have to be aware of the time to move from a no-cost community towards a subscription-based model.
Below are some indicators that you must be watching at prior to performing a pivot
- The group you are working with is expanding in size however, your customers are paying one-time for your offer -- as opposed to paying for the additional benefits your organization offers, e.g. year-long customer support, etc.
- Members of the group start independent meetings or sub-groups, creating a challenge to manage the organization of the group.
- The group is hiring moderators and coaches to provide consulting services to members of the group, but you're not earning any extra income from your members of the group.
HTML0 Your membership program is a product that's an item itself
Certain companies that offer online courses also have subscription programs that can be added to their courses. While membership programs are an excellent way to make your course more valuable, you should treat it as a product itself -and not just an add-on.
When discussing the advantages of her Trade & Travel membership, Teri recognizes "In my initial days, I thought the membership could be an addition to my training. This isn't the case. It's an item that is completely on its own. It should have its own staff, promotions and marketing plan... It is best to think about your membership as a "product."
Be aware when you're pricing
If you're transitioning from a non-profit group into a membership model take into consideration the revenue goals that you're aiming for and price your product according to that. At this stage, it's easy to decide on a price low to get more people interested. If you're sure that your program's chockfull of value, don't be afraid to increase the cost for your software.
If, for instance, your goal is to make an equivalent amount of $10,000 each month, you'll need to find 500 people to pay $200 per month instead of 1,000 individuals to pay $100 a month. In reality, the higher your costs are, the fewer people would sign up. However, this means you'll reach your earnings goals quicker, and will find it easier to manage your program.
Head of the Table Panel Discussion
Diandra Marizet, (Host) The Executive Director and co-founder of Intersectional Environmentalist
Description of session: This panel discussion includes the members Cicely, Ellie, Jessica Cicely and Jessica XayLi. They will share their views on the significance of diversity and inclusion in the world of business, as well as concerns women as well as BIPOC entrepreneurs face as they enter the economy of creators, and the ways they can evaluate their products ethically within the capitalist system.
Here is a list of poignant questions as well as the solutions to this debate:
Women of color who are entrepreneurs have financial security at first. What new challenges and opportunities do their future hold?
Ellie Diop: Just like there's a trauma of poverty, there's the trauma of wealth. If you're the only person in your family to is the owner of a six or 7-figure enterprise, there's no precedent to be followed. There's a stigma that still is prevalent when it comes to discussing finances, especially when it comes to someone of a different race earning more than most people see over the course of a time.
In the example above, once I earned my first million dollars, I felt scared to go away from my mother's house. I was not ready to invest the money because I wasn't sure what would I do should I lose it. Also, it was a little scary to share the news with my loved ones since I was afraid they'd think differently of me.
What I'd love to see more of is collaboration spaces like this that remove the stigma of being a victim and instead tell people "Hey is something going on? If you're struggling to earn income, or how to do with the money you earn Don't be shy to talk about it". This stigma is one reason for why people earn a lot of money, only to go back to their previous position.
In many workplace situations there is a need to mix, code-switch, be silent or leave certain parts of us out. It is not always easy to imagine that we conform to the idea of professionalism. What have those experiences taught you about how you help your community? What can you do to apply this in your job as a DEI professional?
Cicely Blain: On the media systems we have learned to accept that we have a particular type of person that appears on television, the media as well as social media. Likewise, those creators who are featured on the internet gain traction as other creators are kept out of shadows, it is easy believing that you must to follow a specific way of speaking and being.
If you find a place that you're seen as what you really are by the people around you and your leaders (even in the event that they're going through the same issues as you) it's a great feeling. However, although there is the appearance of more representations and opportunities more easily accessible, there's two standards to how individuals should present themselves. It is not uncommon for us to internalize these two standards (even even though they may not be true) and prevent us from accomplishing our objectives.
For instance, on TikTok there are a lot of people who aren't well-dressed and polished constantly. Though it's a relief however, I believe that this only applies to a select few that have higher expectations of themselves and the manner they portray their image.
If you are faced with the dilemma of deciding that the current direction you're on isn't in line with your capabilities to go and what your dream could be, then you make the decision to pursue entrepreneurship full-time?
Jessica Chen: All of people reach the point in the course of our lives where we realize that what we were hoping to attain is done and we're ready to embark on a new adventure. Personally, I've had a great career that was enjoyable, however after 10 years of employment at a job, I found myself dissatisfied that there wasn't more available. I've always been one of the types of person that has the ability to design my own way. So I thought about how I could teach the skills I've learned.
My initial career was as journalist. This is what you might seem like the only "proper" profession which doesn't permit you to share your opinions, and you're not able to have your own voice while reporting on the experiences of others. It was an upsetting transition for me to develop my own voice, and show my personality. That was definitely a journey of learning.
How do you set the price of your products or services to attract people who are in line with your values, are eager to learn from you, and appreciate the worth of the product or service that you provide?
XayLi Barclay says: A lot of the time we sell at a low price however we can overwhelm those investingin turn, doing harm to the investors. It's not difficult to imagine that you'll attract a lot of potential buyers when you market at a low price. It's likely you're dealing with buyers that are a bit overwhelmed and not willing to act.
I had a business coach hired for my venture to calculate the potential earnings I could achieve, and that determined my price based on the volume. There are many creators who offer a $7 course to earn six figures from that product however they aren't able to sell enough. If you're a less experienced creator, it's important be aware of what you want to accomplish as a business so that you can price appropriately.
If I provide 5 online courses at a cost of $1,000 each class, I'll make $5,000. This is in contrast to selling 500 courses at 10 dollars per class. Consider it this way. That's the process I needed to go through.
You can watch the events in Think in Color 2023 on-demand
Here's the deal -- the key insights of the three-hour event designed for both budding and experienced entrepreneurs operating in the area of creating. We encourage you to dive deeper into the subjects which caught your attention.
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