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The Color of 2023: Head of the Table

Nov 16, 2023

Think In Color 2023 has officially come to an end! We're thankful and pleased that you took the time to hear our speakers of brilliant women as well as BIPOC makers and pioneers of the field. We hope that, by the end of the event you were inspired by our speakers' experiences and gained insight into how to create a successful virtual community, expand your offerings, and scale your business in addition to other aspects.

While many subjects were discussed at the event, we've done our best to share the best moments with the attention of. Read on to learn what we took away from each of the speakers.

Skip ahead:

Creating Cozy & Collaborative Virtual Communities

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

The session's description is that although remote work existed before COVID-19, the pandemic intensified the need for businesses transitioning to a more virtual setting. As a result, those who were looking to keep a tight relation with their clients decided to set groups of like-minded people can learn from and support each other. But, it's hard to make an online community as intimate like a physical one.

In this talk, Cicely Blain shares their experiences in creating their online community, Living Room. They discussed the method they use to create warm and inviting atmosphere in the digital world, developing inclusive and safe communities, and using the internet to cater to people's needs.

  Principal takeaways  

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

Before establishing Living Room, Cicely had identify the audience they were attempting to design an online environment to. Since their mission is founded in the fight against racism and oppression, Cicely knew that this community will mostly be a target for individuals like DEI experts, consultants as well as HR professionals doing similar work.

Then, Cicely had to figure out what the people actually desired.

      "I was thinking about, 'What are these folks looking forward to, in particular at these crucial times when so numerous things are changing and they're being directed differently?    

      People are certainly looking for community, a feeling of belonging, solidarity and connections in times of isolation. [They're also] looking for ways to connect and learning."  

  Make your content an audience-friendly website.  

One of the best ways to attract members to join your virtual community is to provide them with something they can connect with. For Cicely the thing that was relatable was their living room. They sought to replicate the identical cozy and welcoming feeling that their living room gave them.

      "I thought, 'What do I want people to experience when they come into the space?' I thought: well, I want people to feel exactly the as they do when they come into the physical space. It should be cozy and wholesome and inviting. I wanted them to be relaxed, happy, supported, connected, and seen."  

Cicely imbibes this vibe into the community by:

  • Beginning each meeting by allowing 10 minutes for reflection. They ask a simple questions on the screen in order to help attendees do some self-reflection.
  • Soft music playlist based on R&B to help people relax and ease into the conversation.
  • Making each phone call as if they're having fun with their best friends. When they're not filming videos for their online course, Cicely might be doing their makeup or making a cup tea in the kitchen.

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

While the members of the virtual community are generally people with similar interests, they may have different needs strength, weaknesses, and needs. For your company, you'll have to discover different ways in that you are able to meet the needs of your community members, despite the differences.

Together with Living Room, Cicely met the demands of its community with:

  • Engaging in various ways (e.g. chat forums, live discussions, comprehensive online courses and so on. );
  • Defines collective values and community guidelines;
  • allowing people to dress themselves as authentic;
  • Removal of unnecessary stressors such as time constraints and agendas for meetings;
  • Be aware of accessibility issues (e.g. impairments and neurodivergence) such as neurodivergence, disabilities, etc.

Funds In The Funnel: Maximizing Sales With a Customer-Focused Funnel

Ellie Diop, Content & Coaching Coach for Funding at Ellievated Academy

Description of session: To create an effective business there are customers who will take a purchase or use in your service. However, many businesses make the mistake of creating content that they believe the ideal customer would prefer and not what customers really want. In this session, Ellie explains how you can increase your sales and increase sales by creating a funnel that attracts your most desirable customers, and is tailored to their wants and needs.

  Key takeaways:  

  Every piece of content matters  

The process of creating a funnel that's focused on your customers is like forging a relationship with your customers. The most effective way to achieve it is by creating content that is informative, pertinent, useful and useful for them. A funnel that is focused on the customer has five steps:

  • Awareness
  • Discovery
  • Consideration
  • Conversion
  • Relationship + retention + REPEAT

In regards to the importance of creating material, Ellie says, "Every piece of content you create is a member in your team selling. What you wrote in the last three months is working to move customers through this funnel... Making sure you show up every day with a consistent style creates a predictable tone for customers to comprehend so they can move through the funnel."

  Make your brand clear  

If you don't know who your products or services will be marketed to, then there's no way anyone will purchase from you or work with your services. Therefore, before you build an online funnel, you need to clarify your brand's mission and purpose beginning with the ideal customer. You can ask yourself:

  • Who do I serve?
  • How can I assist them to solve?
  • What can I do?

The answers to these questions are the basis of every business decision. Ellie proposes a simple model that can be used to assist [YOUR TARGET AUDIENCE] to meet [YOUR GOAL] with the use of [YOUR PRODUCT/SERVICE]

Based on her experiences with growing her business, Ellie says, "For myself, this could mean 'I help women to build profitable businesses through teaching them strategy and funding skills '... In the past, I had this in a post-it note in a corner, so each time I attempted to create a video, I knew who I was speaking about."

  Build your social media followers  

Social media is one of the most successful ways to build branding awareness as well as generating leads for your company. The results are so good that many users will look through your brand's Instagram profile (or the other social media sites) prior to visiting your site.

Hence, you need to put in the your time (and possibly money) into your social media content to increase its visibility. The best way to accomplish that is by:

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

  Use lead magnets to build out your email database  

When you're making content, your goal is to get most people from social media onto your list of email subscribers. When you sign-up people to your list of email subscribers, they're giving an opportunity for you to connect directly with them, which is more valuable than if they happen to stumble upon your content and videos while scrolling through Instagram or X (formerly Twitter). Lead magnets are where they are useful.

With lead magnets, you're handing the value of your product for free in exchange for contact information (usually their name and email address). But you can request other items as well. In the beginning of her venture, Ellie offered free 1-on-1 sessions to customers in exchange for testimonials. Ellie used the testimonials she received to secure her first set of paid clients.

      "You've gotta look at what is the aspect that I could provide high-quality free services that can make someone happy? And make it your principal draw. (In my own business) I've recently implemented a new strategy that instead of directing customers directly into a product, we direct customers to take advantage of a complimentary offer such as the free masterclass. Then we sell on the back end. Our results have been fantastic."  

  The process of keeping existing customers easier than acquiring new ones  

With each new lead you acquire You have to go through the procedure of moving them through the sales funnel. It is more challenging than convincing an existing customer to return to you. Thus, focus on retention of customers just as much as, if not more, than acquiring customers.

In order to keep your customers, here are the steps you can take:

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

On creating a second offer, Ellie shares, "I created my first business credit course for just 15 dollars. In the meantime, I was getting feedback on what [my customersrequire next. Then I created the Business Credit revamped. Then I created my Business Credit masterclass, and later the complete bundle. The result was that a majority of people who purchased the first purchased the second to make up the missing pieces. [Then] they bought the third one because as they were advancing in their understanding, they required more."

Growing both B2C and B2B Companies to generate multiple revenue streams

Jessica Chen, Global Communication Expert & CEO of Soulcast Media

Session description: Businesses, generally speaking, have three major sales and revenue determinants: their products/services and the content they produce to explain their products and services, and the channels through which they disseminate that content. In this presentation, Jessica discusses the power of LinkedIn in helping businesses connect to both customers (B2C) and other businesses (B2B) How to craft your content to speak to both types of audiences and the best way to grow your offerings and services for both audiences.

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

Although many business owners and professionals have profiles on LinkedIn but they do not consider LinkedIn a platform on which you are able to increase your reach and publish contents. Instead, they see it as a platform for enhancing resumes, locating new opportunities and making connections with those you already know.

In reality, LinkedIn is a social media platform, similar to Instagram and X (formerly Twitter), and must be treated as such. Only difference is the kind of content that you share.

In regards to LinkedIn's popularity, Jessica says, "The beauty of this platform is this it reaches a certain 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 before becoming qualified Top Voice and a LinkedIn instructor in just five years. The reason she explains this is being consistent on the platform as well as connecting with a variety of audiences that can be benefited from her service: helping people learn better communicating abilities.

  Tweak your messaging to fit both B2C as well as B2B viewers.  

Many business owners believe that they can only gain visibility by limiting their content at consumers on a personal basis. It's not the case.

The advantage of LinkedIn is that it allows the user to alter their message in order to appeal to both B2B and B2C audiences. The content itself does not need to be changed, however changing the language you use to describe your company can increase your exposure and help you attract individuals and companies.

"I have found that, if I want to speak to my B2C audience, I prefer using words such as 'you', 'your', 'and have you ever thought about ...?'""you'?" says Jessica. "My style of speaking is clear, so those who are reading the content feels like it's personal.

      "[With the B2B marketinstead of using 'you' and "your", I'm presenting my message using things like, 'the team' and 'the organization'. It's more positive and [less personal]."  

  Make yourself known as a thought-leader in order to appeal to B2B audiences  

Unlike individual customers who only want a great product, B2B customers are looking to ensure they're getting the best. To attract their attention, you'll have establish your self as an expert or thought-leader in your industry, even if the product you offer is designed at B2C audiences.

For example, if you're a photographer, you can develop and market a photography course for your B2C market. However, to gain B2B leads, you can create thought-leadership content working in the field of arts or how to build a successful career by being an artist. If you provide one-on-one classes teaching individuals how to improve their productivity and efficient, you could appeal to B2B customers by releasing articles about improving productivity in the workplace.

This way, you can go to selling B2C products such as e-courses, 1-on-1 classes to offering speaking engagements and workshops.

Crafting a Visible Personal Brand through Video

XayLi Barclay, expert and Visual Content Coach at Start Shoot Develop

Description of the session If you're a business owner isn't it easy to be viewed as unimportant, particularly if you sell in a saturated marketplace or in a crowded industry. But you can overcome the feeling by establishing your personal brand with videos, whether it's short TikTok clips, Instagram Reels, or long-form YouTube videos. In this talk, XayLi explains how you could use videos to help promote your online courses to increase sales and solidify your brand to your clients.

  There isn't really much to get started  

If you are creating your first video or doing your debut livestream, you don't have to be perfect. Start with the footage you already have. In the beginning, viewers are willing to overlook your poor video quality and editing skill since they are aware that as time passes, you'll be better.

XayLi herself got started by using a laptop, a simple white background, and a run-off-the-mill ring light.

"This is where I started and even got approached to be one of their experts" she declares. "I did not wait until I had the newsroom set for my first lesson to teach people. I took the equipment I had since I realized that the things I wanted to share wasn't only around how amazing your setup could be.

      Now I'm using a built-in studio in my home However, this is the place my first attempt at HTML0 a couple of years back."    

  More resources will be available as you advance  

When you see more attention with your videos and begin to earn revenue, it's time expanding your equipment and improve your video equipment. You can, for instance, purchase a higher quality camera/webcam, a tripod stand (worth about $500 to $1,000) and a green screen, eCamm Live and a teleprompter application, and the Adobe Premiere subscription for editing.

When it comes to the latest equipment and setting upgrades XayLi says, "[At this stage], you can have multiple camera angles, and the list goes on. You can start investing into these things since you're earning cash. Many of us believe that it's important to appear good prior to the cash comes in. No. You must get in the marketplace, and you will get the cash."

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 one thing at a time  

There's a common misconception that you must take every step to grow your company: publish on every channel, hop on every trend, and speak about a range of subjects. However, this isn't always true. It's much better to focus on a single thing in a row as you develop your branding. This not only keeps you from burning out however, but also let your audience know what to look forward to each time you post videos.

In accordance with XayLi Barclay's "Rule of 5 Ones" Here are five elements to consider in establishing your digital strategy:

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

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

Teri Ijeoma founder of Trade & Travel

Summary of session: If executed properly, memberships are a great way for businesses to build stronger relationships with their customers in addition to generating additional income. Teri Ijeoma has created the membership program that she developed that focuses on Trade & Travel and she currently has more than 35,000 participants taking her classes and over 185,000 people on her mailing list. In this talk, Teri shares the benefits from establishing a program for membership, and explains how businesses are able to set up and manage memberships the right way.

  Know when to transition from a group that is free to a paid membership model  

If you're not a famous business, then you'll be required to launch your own membership program, offering worth for nothing. Teri began her membership program by creating a Facebook group for free. However, as you grow your network, it is important to be aware of the time to move from a no-cost community to a membership-based model.

Below are indicators you should be looking for prior to taking a turn:

  • Your group is growing in size but members only pay an annual fee to receive your offer -- as opposed to paying for the additional benefits your group provides, e.g. year-long customer support, etc.
  • Group members start their independent group meetings, or sub-groups. This makes it difficult to oversee the group administration.
  • You're hiring group moderators or coaches to offer consulting to group members, with no additional revenue generated from your members.

  Your Membership program is an item by itself  

Some companies who create online courses also create membership plans as an add-on to those classes. While a membership program is an effective way of making your course more attractive, you should treat it as a product itself -it's not just a gimmick.

Speaking about the benefits of her Trade & Travel membership, Teri acknowledges "In my initial stages, I thought it was a continuation of my education. It's not the case -- the membership is a product all by itself. It's got to have its own marketing team, promotional and marketing plan... You should think about 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, think about the income goals you have and then price your product in line with this. At this stage, it's simple to set your price lower to get more members. But if you're sure that your membership program is chockfull of quality, then don't hesitate to set a higher price for it.

For example, if your aim is to generate $10,000 each month, it's better to have 500 people spend $200 a month than 1000 people to contribute $100 per month. It's true that the higher your rates are, the fewer people would sign up. However, this means you'll hit your income goals faster, while finding it easier to control your program.

Head of the Table Panel Discussion

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

Description of the session: This panel discussion will feature speakers Cicely, Ellie, Jessica Cicely, Jessica XayLi sharing their perspectives about the significance of inclusion and representation within the business world, the difficulties women and BIPOC business owners confront as they enter the economy of creators, and how to price their products ethically in the capitalist market.

Here are a few of the more poignant and important concerns and questions in this debate:

  A lot of women entrepreneurs from underrepresented groups are coming into financial security for the first time. What new challenges, problems, and opportunities do the future hold for them?

Ellie Diop: Just like the trauma of poverty and wealth trauma also. If you're the only one within your family who owns the 6- to 7-figure business, there aren't many examples to follow. It's not easy to get people used to discussing money, particularly in the case of a person of color making more money than the majority of people do throughout their lives.

As an example, after I made my first million dollars, I was scared to leave the house my mother lived in. I didn't want to spend the money because I was unsure of what to do in the event that it went away. I was also afraid to inform my family members because I was worried they'd think differently of my character.

One thing I'd like to see more of is collaborative areas like this, which can eliminate the stigma of being a victim and instead say "Hey is something going on? If you're worried about earning money and what to use your earnings, don't be afraid to discuss it". Allowing that stigma to continue is one reason many people earn quite a bit of money only to return to the place they started.

  In business environments, often it is easy to feel the pressure to assimilate, code-switch, be silent or set aspects of ourselves aside. It is not always easy to think that we belong to the concept of professionalism. Did that experience influence how you contribute to your community and how do you integrate that experience into the liberating work you do as an DEI professional?

Cicely Blain: In the media systems we were raised in and where we are seeing a certain type of person represented on TV, media and on social media as well as when certain creators on the internet get traction while others are banned from shadows, it is easy believing that you must to adhere to a particular way of being and speaking.

If you can find a place where you are seen for the person you are by those around you and the people in authority (even even if they're not having the same experiences that you) is truly liberating. But, even though representation is increasing and more opportunities are accessible, there's a double standard as to what people are expected to do. It's not uncommon for us to internalize the two standards (even when they could be untrue) and they hinder us.

As an example, on TikTok there are a lot of people who aren't well-dressed and polished all the time. Though it's great, I feel like that chance is available only to some people who have a greater expectation of others, and in the manner they portray themselves.

  When do you decide that the path you're on doesn't 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 will reach a point in time arrive at where we recognize that the dream we had to achieve is completed and we're now ready to try some new challenges. Myself, I was in an excellent job that I loved, but after ten years, I felt like there was something more to offer. I've always been the kind that creates my own path. Then I considered how I could pass on the knowledge I've learned.

My first job was as a journalist, which may consider to be an "proper" profession in which you aren't able to express your thoughts, and you aren't able to express yourself, and you're just telling other people's stories. It was an upsetting transition to begin creating my own voice and showing my personal style. It was certainly a learning curve.

  How can you price your products or services in order to draw people who share your values, are eager to take a lesson from you and appreciate the value of the product or service you offer?

XayLi Barclay: A lot of times we price low however we can overwhelm those who are investingin turn, doing a shame for the investor. You might think that you'll get a lot of people if you price cheap, but the reality is you're attracting overwhelmed investors who aren't prepared to make a decision.

I hired a coach for my business to determine how much I could make, and that determined my price based on the volume. There are many creators who create an online course for $7 and earn 6-figures off of that product however they don't have enough volume. If you're a small-scale creator, it's essential to know what you want to accomplish as a business so you're able to set prices according to your goals.

If I offer 5 online classes at $1,000 for each course, I'll earn $5,000 -- versus selling 500 courses at $10 per course. Imagine it in this manner. This is the procedure I had to experience.

Watch Think In Color 2023 sessions on-demand

And there you have it an overview of the most important insights that were gleaned from this three-hour long event for both budding and experienced entrepreneurs in the creator economy. We invite you to dig deep into the subjects that have piqued your interest.