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Speaker 1: Afrotech Conference is back, bringing together over twenty thousand tech enthusiasts, founders, investors,

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Speaker 1: and more for another unforgettable year. For years, afro Tech

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Speaker 1: tech with the brightest mind share the latest developments and insights,

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Speaker 1: and this year we're bringing the experience to Houston, Texas

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Speaker 1: from November thirteenth through the sixteenth. Join us to learn

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Speaker 1: the latest and AI and data, this year's programming explores

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Speaker 1: the intersextions of tech with health, environment and creative design.

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Speaker 1: your spoted afro Tech Conference twenty twenty four today visit

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Speaker 1: Afrotech Conference dot counter Buy your ticket now. I'm Will

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Speaker 1: Lucas and this is Black Tech, Green Money Marketing Strategists.

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Speaker 1: Maddy Woodard is an innovative thinking with broad business acumen

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Speaker 1: and in depth marketing and branding experience. He serves as

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Speaker 1: a marketing consultant Chief marketing Officer. It was previously a marketing,

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Speaker 1: brand analyst and associated brand manager at Mars PetCare, which

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Speaker 1: is home to Ims, Pedigree and more, and he was

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Speaker 1: brand manager at new brands home the Rubber May, Great

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Speaker 1: Co and Paper May.

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Speaker 2: His social media profiles teach.

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Speaker 1: Others how to grow online and monetize their content and insights.

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Speaker 2: So I am.

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Speaker 3: Super curious about social strategy and I have a question

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Speaker 3: that's kind of selfish, but I know a lot of

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Speaker 3: people have the same thing. Why am I stuck out

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Speaker 3: of seventeen thousand followers on Instagram?

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Speaker 2: Stuck?

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Speaker 3: Like I just got to I was at like sixteen

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Speaker 3: point nine that I went to invest fast and I

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Speaker 3: got to seventeen but then but I've been at sixteen forever. Yep,

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Speaker 3: Why am I stuck?

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Speaker 4: So man, beautiful question, and I'll try to give the

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Speaker 4: short version of the answer. What we know of Instagram

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Speaker 4: has changed dramatically, and I would say this CEO has

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Speaker 4: been dropping the nuggets of it. But I'll try to

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Speaker 4: tie it all together. The first thing is we got

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Speaker 4: to remember how did we used to grow? So there's

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Speaker 4: pretty much organic growth, which would come through the form

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Speaker 4: of people sharing your content primarily to their group of friends.

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Speaker 4: And in the second part, I'm not talking about paid, right,

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Speaker 4: But the second part is what I would call algorithmic.

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Speaker 4: So this is usually hashtags, keywords, or different things that

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Speaker 4: will get you on the search tab or the explore

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Speaker 4: tab at this point, a lot of us if we

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Speaker 4: don't play the second part of the game, right, if

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Speaker 4: we're only counting on our core audience to distribute us,

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Speaker 4: we end up in sort of a loop of the

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Speaker 4: same people seeing the same things, sharing it to the

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Speaker 4: same people, and they've already made a decision on whether

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Speaker 4: they're going to follow us or not. So your follower

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Speaker 4: base might be seventeen thousand, your awareness base may be

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Speaker 4: ten x that, right, So there may be easily enough

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Speaker 4: people that's like, oh, I've seen brother's face, I'm familiar

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Speaker 4: with him, but it isn't worth a follow, right. So

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Speaker 4: the question because how do we play the algorithmic game

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Speaker 4: so that we can disproportionately grow At this current stage

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Speaker 4: we're in late twenty twenty four, what the Instagram has

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Speaker 4: said is we're maximizing, we're prioritizing reach over everything. What

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Speaker 4: I hear that to mean is some of our more

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Speaker 4: niche based content or some of our more brand based content.

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Speaker 5: It's dead on a rifle. If you don't play to the.

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Speaker 4: Mass audience, you're going to have a hard time getting

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Speaker 4: people to stop long enough to follow you. So now

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Speaker 4: let's look at a couple of triggers that get you

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Speaker 4: to the masses. One is music. So if you can

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Speaker 4: catch a trend or start a trend at the right time,

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Speaker 4: what does that mean. I've seen that. Typically if you

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Speaker 4: can see a song or audio that's growing, but it's

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Speaker 4: under ten thousand plays, but it appears to be growing,

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Speaker 4: I try to catch that wave and ride it to

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Speaker 4: twenty thirty hundred thousand, or if you have the ability

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Speaker 4: to start something. So you're probably tired of this, but

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Speaker 4: we're a couple of weeks away from very demure, very mindful.

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Speaker 5: Right.

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Speaker 4: If you can be the person at the forefront of

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Speaker 4: something like that, then every time a person goes to

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Speaker 4: search for the origin of the history of this, they

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Speaker 4: got a different portionate amount of chance of landing back

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Speaker 4: in front of you. So it gets a little lengthy,

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Speaker 4: But for most of us, we're making too broad I'm sorry,

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Speaker 4: too tight up content. We're talking to a certain group

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Speaker 4: of people, we're talking to them in a more familiar

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Speaker 4: term when we need to be talking more to the

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Speaker 4: masses in a more general language.

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Speaker 3: So I follow up to that I think will bless

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Speaker 3: some people. So there's two questions there for me. There's one, Yeah,

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Speaker 3: I want to be seen by more people. I want

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Speaker 3: more people to know who I am just for general

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Speaker 3: awareness purposes. Yes, factual, I would love to be at

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Speaker 3: twenty thirty forty thousand plus followers. I'm not seventeen today.

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Speaker 3: I can't complain about that. But the other thing is

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Speaker 3: also not to be so focused on those numbers, because

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Speaker 3: sometimes the right people following you, even if you don't

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Speaker 3: have a whole bunch of people following you, also matters.

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Speaker 3: I've gotten opportunities with my smaller amount of followers just

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Speaker 3: because the right people are following. So as an entrepreneur

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Speaker 3: or somebody who's using this for business objectives, and I'm

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Speaker 3: not trying to be flute out, you know, why does

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Speaker 3: this matter?

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Speaker 5: Man? Beautiful?

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Speaker 4: And I'll go to our origin. You were one of

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Speaker 4: the people of influence that caught me at the budding phase, right,

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Speaker 4: so I had looked at and try notes.

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Speaker 5: You first reached out to me in twenty nineteen. Oh wow. Yeah,

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Speaker 5: So apologies for the.

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Speaker 4: Five year lad, But I say that to say you

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Speaker 4: were one of those people in my world that were

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Speaker 4: the right people following me before I became Instagram famous.

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Speaker 4: And when you're in that space, these people have already

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Speaker 4: built platforms that you can stand on, and.

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Speaker 5: These people already have.

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Speaker 4: Sort of voices and megaphones that amplify whatever it is

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Speaker 4: that you're communicating. So to anyone that's in both of

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Speaker 4: those spaces, if you're feeling like, dang, I'm still struggling

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Speaker 4: to grow and I don't know.

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Speaker 5: If I got the right mix of people following.

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Speaker 4: This is where asking something, and I don't mean call

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Speaker 4: to action in the genera, but I mean in in

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Speaker 4: a genuine form, ask something and see what you get back.

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Speaker 4: Ask for the share, ask for the introduction, ask for

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Speaker 4: the opportunity to collaborate, and.

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Speaker 5: See what that sort of conversation starts to prove.

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Speaker 4: And then the last part of it is, and this

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Speaker 4: is sort of a compliment to what you were saying,

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Speaker 4: Will the dms are magical, bro, There's a lot of

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Speaker 4: stuff that we just can't do on platform. It's not

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Speaker 4: the right space to be an open conversation to the public,

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Speaker 4: but the right time private message with with like like

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Speaker 4: positive intent, it opens up a world of opportunities.

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Speaker 3: So how attentive should we be for what it appears Instagram,

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Speaker 3: particularly Instagram? And then we'll talk about other things. I

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Speaker 3: was talking about your story, but when Instagram is appears

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Speaker 3: to be testing things like right now, you see if

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Speaker 3: you go to your DMS, you see now a time

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Speaker 3: stories kind of in the DMS, Like you know, I

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Speaker 3: can write a note, I still don't stand what that

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Speaker 3: thing is, But how if I'm trying to grow, should

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Speaker 3: I be paying attention to those new features?

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Speaker 5: So let me add that contextual.

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Speaker 4: If we simplify the buyer's journey or most people are

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Speaker 4: called in the funnel into like three core steps. You

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Speaker 4: got to get some awareness. People can't buy what they've

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Speaker 4: never heard of. You need some level of trust, some

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Speaker 4: level of additional information consideration, and then you need the

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Speaker 4: final purchase and or subsequent purchases. What I think is

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Speaker 4: most of us overlook how many people we need in

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Speaker 4: phase one just pure awareness, right, and then when you

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Speaker 4: go to phase two what you just asked me is

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Speaker 4: a two to three sort of a phase two to

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Speaker 4: phase three strategy. At this point, I wouldn't be so

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Speaker 4: aware to any one platform that we neglect all of

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Speaker 4: the things that we should be doing to move people

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Speaker 4: down that path to purchase. And it might look like

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Speaker 4: that pop up note as a gentle reminder of staying

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Speaker 4: top of mind at a minimum. What I like about stories,

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Speaker 4: what I like about DM notes is that it brings

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Speaker 4: you back to the forefront and you're like, oh, I

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Speaker 4: do oh, will the follow up? Or I was just

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Speaker 4: adding that to my car because I don't know if

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Speaker 4: you have kids, But one of the craziest things that

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Speaker 4: we find from research is we be about to buy.

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Speaker 5: Something and then kid does something.

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Speaker 4: And we write, and the ins for something that you've

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Speaker 4: been wanting to do takes two more weeks before you

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Speaker 4: get the mental sort of focus to then click the button.

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Speaker 4: So the number one thing that I would be doing

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Speaker 4: and saying, what are the strategies that allowed me to

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Speaker 4: stay top of mind? Because people buy when they ready

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Speaker 4: to buy, not when we ready to sell.

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Speaker 3: So you have a corporate background, and so what about

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Speaker 3: social If you can tell a brief story about your

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Speaker 3: corporate background and think what piqued your interest about social

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Speaker 3: and what was that opportunity you saw that you took

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Speaker 3: advantage of to become the money where.

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Speaker 5: We are today.

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Speaker 4: So my quickest way to sum this up is, I'm

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Speaker 4: the smart dude from the hood, right. So I was

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Speaker 4: that kid that great grades, did athletics, but it was

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Speaker 4: more of a means to an end. Got to college

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Speaker 4: and was excelling, but I didn't quite have that direction.

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Speaker 4: I was between corporate finance and marketing. I met a

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Speaker 4: guy who went on to become a mentor, and he said, Man,

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Speaker 4: if you got the financial chops to do corporate finance,

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Speaker 4: investment banking, you will thrive in marketing because it's not

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Speaker 4: just the creative things. You're the person that's running the business.

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Speaker 4: You need to have that analytical rigger and that creative muscle.

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Speaker 5: Cool.

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Speaker 4: Almost ten years in corporate and I see this thing

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Speaker 4: taking off that I'll just call direct to consumer. I'm

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Speaker 4: coming from big corporate, you guys. So we're talking paper mad,

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Speaker 4: ink pins, number one ink pen brand in the world,

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Speaker 4: Pedigree dog food, number one dot food brand in the world,

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Speaker 4: great go baby product. So the car seats business. So

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Speaker 4: you're so disconnected from the people. Our customer was Walmart, Amazon,

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Speaker 4: We called the final purchaser, the consumer, you know what

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Speaker 4: I mean. But as a person who's sitting here with

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Speaker 4: both minds thinking, the employee in me is thinking about

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Speaker 4: how do I do my job? The aspiring entrepreneurs thinking

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Speaker 4: there's no more red tape, right, I don't have to

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Speaker 4: do all of this bureaucratical stuff to get a concept

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Speaker 4: from out of my brain into the market. What if

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Speaker 4: we can just put some out in front of folks

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Speaker 4: and get straight to the interaction, whether that be a

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Speaker 4: sell or follow or whatever it is that we're looking for.

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Speaker 4: So I was sort of on the front end of it,

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Speaker 4: but I didn't have a magic ball.

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Speaker 5: I did not.

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Speaker 4: Foresee it becoming this big, this fast because I started

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Speaker 4: college right at the start of Facebook, and so my

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Speaker 4: initial introduction to social media was flirting with girls. It

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Speaker 4: was never right coming up with products and services and

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Speaker 4: going direct a consumer. But once I was sort of

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Speaker 4: seasoned in business, I realized the power and I sort

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Speaker 4: of went full steam ahead in this area.

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Speaker 3: So I saw this meme today and this is this

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Speaker 3: I'm going to tell you what this question is for.

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Speaker 3: This question is an opportunity for you to talk about

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Speaker 3: how are you the truth? So I'm gonna give you that.

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Speaker 3: And so I saw this meme and it said, just

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Speaker 3: like an hour or two ago, I should have screenshoted it,

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Speaker 3: but it said, anybody that's making eighty thousand dollars a month,

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Speaker 3: it's not going to be on Instagram teaching you how

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Speaker 3: to make eighty thousand dollars a month. They're going to

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Speaker 3: be trying to sell you something that you can make

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Speaker 3: sure they can make it that eight thousand dollars a month.

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Speaker 3: And so talk about how you are actually providing value

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Speaker 3: and yeah, this might be this may be a source

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Speaker 3: of income for you, but you're actually providing value.

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Speaker 4: Yeah, So I would I would like to say I

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Speaker 4: sit at the intersection of a person who is got

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Speaker 4: a certain level of education, be a high school, college,

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Speaker 4: it could be advanced education, and then the market itself.

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Speaker 4: And you're sitting here and you're trying to figure out

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Speaker 4: do I go get a job or if I have

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Speaker 4: a job, like, what do I then do with my

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Speaker 4: extra income, my extra time or these creative endeavors that

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Speaker 4: I have in my mind because I don't really know

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Speaker 4: how to get this from my brain to final thing,

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Speaker 4: you know what I mean. So understanding that dynamic like

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Speaker 4: there's a huge gap between I'll give it another way.

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Speaker 4: I say that the college took career pipeline is corroded.

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Speaker 4: It used to be almost a promise that if you

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Speaker 4: went somewhere applied yourself, it was for sure to get

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Speaker 4: your job.

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Speaker 5: Now that's not the case.

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Speaker 4: And if it does get your job, it ain't for

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Speaker 4: sure to get you the one in your major or

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Speaker 4: in your desire feel to study, or even better, you

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Speaker 4: could advance quicker going outside the organization than through the

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Speaker 4: organization in some respects because the old way things were done,

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Speaker 4: your manager had to walk you through something and you

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Speaker 4: go through training. Now I just get on YouTube university

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Speaker 4: and I don't have to wait the two weeks to

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Speaker 4: get one on one time with my line manager, you know,

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Speaker 4: the person directly above me. So what I'm doing is

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Speaker 4: taking this information, synthesizing it and saying, hey, whether you

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Speaker 4: are again working and you got extra capacity, or whether

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Speaker 4: you're right here full time entrepreneur, let's get you further

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Speaker 4: faster using all this stuff that I have learned to

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Speaker 4: aggregated over the last fifteen years. And that's sort of

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Speaker 4: the corner of the Internet that I occupy unfortunately. I

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Speaker 4: also occupy that with people who are just extremely charismatic,

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Speaker 4: really good at sales, but the thing that they've created

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Speaker 4: may not be of substance. They're just playing a marketing

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Speaker 4: psychology game. So I'm more of a market than a salesperson.

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Speaker 4: I try to study people, see what they need, create

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Speaker 4: the thing, and let you know that it's available. But

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Speaker 4: I don't have a lot of things after you saying

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Speaker 4: not right now or this isn't for me, I don't

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Speaker 4: have a bunch of creative ways to overcome those objections.

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Speaker 5: I just hope I get it right by doing my research.

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Speaker 3: So my question, my next question is like who are

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Speaker 3: you specifically speaking to? So here's my personal mission. I've

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Speaker 3: talked about on this podcast a couple of times. My

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Speaker 3: personal mission is to create content and opportunities for black people,

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Speaker 3: black entrepreneurs to help them realize entrepreneurial success beyond their

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Speaker 3: wildest dreams. So everything I do is pointed to help

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Speaker 3: black people realize entrepreneurial success beyond.

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Speaker 2: Their wildest dreams.

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Speaker 3: If I were to provide an opportunity for you to say,

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Speaker 3: what who's Mondy's speaking to and why is he speaking

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Speaker 3: to them?

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Speaker 4: What is that mission for you, and it's changed. So

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Speaker 4: I'm gonna give you the old and I'll let you

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Speaker 4: know where I'm bridging to mine. Wasn't that doubt in

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Speaker 4: on a market? It was more so, how do I

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Speaker 4: create content that runs around the internet, runs up your

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Speaker 4: bank account without.

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Speaker 5: Being online all day? Like you don't have to.

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Speaker 4: Be glued to your phone if your content and or

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Speaker 4: marketing endeavors or working on your behalf. What that led to, though,

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Speaker 4: was for most people, what ends up being burnt out?

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Speaker 4: Even with my best of intentions, it's so competitive for

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Speaker 4: attention that I'm saying post three to five times per

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Speaker 4: day not to drag you. I'm saying post three times

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Speaker 4: per three to five times per day because you have

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Speaker 4: to develop the discipline. And you may be coming from

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Speaker 4: a non communication background, like I s read in your story.

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Speaker 4: You came from radio, right, so you understand a certain

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Speaker 4: level of communication that might that rule may not be

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Speaker 4: for you. But if you've been working as a dental

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Speaker 4: hygienist who's now an aspire and fashion designer, you've never

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Speaker 4: learned how to communicate a message that aspires a person

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Speaker 4: to take an action. So I spent the first five

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Speaker 4: years of my life trying to talk to that person

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Speaker 4: who had a breakdown between how do I say this

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Speaker 4: stuff in order to get where I'm going. My next

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Speaker 4: phase is talking to the people to say, man, listen,

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Speaker 4: I went out and surveyed the land.

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Speaker 5: Some things are good, a lot of things aren't.

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Speaker 4: You need to build the life that you want first

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Speaker 4: and then build a business that's around it. So if

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Speaker 4: you say I want to spend more time with my kids,

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Speaker 4: or if you say I want to be retired by fifty.

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Speaker 5: Right, what is that life you want to live?

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Speaker 4: Now, let's get you into a box of what business

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Speaker 4: best sitsts. This situates that versus the other way around.

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Speaker 4: We never make time for life when we build a

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Speaker 4: business first. And I've done my fair share of like

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Speaker 4: pushing the grind, although well intentioned, and now I'm in

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Speaker 4: a space where I'm trying to talk to the more

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Speaker 4: holistic human and entrepreneurship is just a facet of what we.

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Speaker 3: Do for someone somebody out there him. I'm talking to me,

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Speaker 3: someone out there who you know. I put it this way,

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Speaker 3: Gary Vannachuk has this thing, you know, create document don't create,

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Speaker 3: And I appreciate that sentiment, and I'm an entrepreneur of

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Speaker 3: for businesses and have a personal brand and all these things.

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Speaker 3: The majority of my day is sitting in front of

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Speaker 3: a computer, the large majority of my day, And I'm like,

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Speaker 3: I don't know what to post, Like, sitting in front

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Speaker 3: of my computer is not interesting? And how so for

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Speaker 3: people who are like, my day is not I don't

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Speaker 3: live in New York, I don't live in LA I

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Speaker 3: don't live in Chicago. It's not always beautiful and scenic,

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Speaker 3: and I don't always have, you know, the vibe like

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Speaker 3: it's not always that way. My life doesn't look like that.

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Speaker 3: How do I know what to post when I'm constantly saying, no,

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Speaker 3: this is not interesting.

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Speaker 5: Yep, I love it.

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Speaker 4: So I think a couple of different things, and sometimes

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Speaker 4: will we just have a we know more people like

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Speaker 4: ourselves and they become the folks that were testing these

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Speaker 4: concept off, even if we never talk to them. So

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Speaker 4: you're looking through your left and your right and you're like, man,

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Speaker 4: my brother don't want to watch this. Right, my business

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Speaker 4: order don't want to watch this. But on the flip side,

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Speaker 4: to that kid, remind me of Toledo, Yeah, Toledo, Ohio.

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Speaker 4: Right to that kid in Toledo, who has no idea

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Speaker 4: how to leave Toledo and be in one metropolitan city

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Speaker 4: one day in another metropolitan city the next day. They

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Speaker 4: don't know what that looks like. How do you how

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Speaker 4: do you juggle time zones? How do you manage your calendar?

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Speaker 4: How do you review somebody's business presentation and also send

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Speaker 4: one over to somebody?

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Speaker 5: Right?

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Speaker 4: They don't know. So I think there's a literal form

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Speaker 4: of document and or capture what you're doing. But then

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Speaker 4: there's another piece that says, what if I were to

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Speaker 4: block out my schedule for the next week and say

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Speaker 4: what are the three critical things that I'm gonna get

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Speaker 4: I'm gonna get done that if a person wants to

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Speaker 4: walk a similar walk, and what are the sub steps?

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Speaker 4: So how do you get booked to speak in front

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Speaker 4: of twenty thousand people? And then what does it look

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Speaker 4: like from multiple vantage points? Camera behind you seeing what

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Speaker 4: you see, camera in front of you, seeing what they see,

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Speaker 4: and merging that story to say this is Will when

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Speaker 4: he's at investmentest or this is me when I'm interviewing

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Speaker 4: three people for my podcast. So I think, don't sell

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Speaker 4: yourself short that your peer might not want to see

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Speaker 4: it right. But the person aspiring or the person that's

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Speaker 4: saying I don't even know how I get on these platforms,

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Speaker 4: they may want to love to hear the backstory of

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Speaker 4: how they end up being able to be interviewed by you.

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Speaker 5: So I think those things are critical.

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Speaker 4: I'd also push and say for the next phase of it,

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Speaker 4: and this is we just got old.

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Speaker 5: But again, if you got kids, needces a nephew.

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Speaker 4: They been watching YouTube of kids playing games and making

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Speaker 4: slime and doing things that we didn't do growing up.

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Speaker 5: I wanted to.

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Speaker 4: Play baseball and not watch people play it right, and

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Speaker 4: so that level of voyeurism. But from a positive side,

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Speaker 4: I think that's only going to become more intensive over

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Speaker 4: the next few years. So don't sell short that it

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Speaker 4: might be helpful to just set up a streaming camera

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Speaker 4: and then come back on the editing side and show

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Speaker 4: what it looks like to put in eight hours of

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Speaker 4: focus work.

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Speaker 2: That's super good.

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Speaker 3: So I don't believe tech companies particularly love me, and

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Speaker 3: I mean just in general US US. They don't love

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Speaker 3: us to create things, to create, you know, opportunity for them.

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Speaker 3: And so here's what I mean by that. More specifically,

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Speaker 3: I remember when we opened toll House here. Toe House

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Speaker 3: is a private social club that we own that I

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Speaker 3: own myself and my wife obviously black owned because I'm black.

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Speaker 3: And I remember when we signed up for Google to

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Speaker 3: be on Google Business, I remember getting things in the

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Speaker 3: mail that said, you know, if you're black owned business,

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Speaker 3: add that to your Google profile. And I'm like, I'm

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Speaker 3: not going to do that, and so I never added

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Speaker 3: it to my Google profile. And then I remember as

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Speaker 3: time goes on the coffee house, we have a coffee house.

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Speaker 2: Here and we're the number.

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Speaker 3: So if you google Intoledo coffee houses coffee shops, we

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Speaker 3: show up first. And my conspiracy, my ten hat person,

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Speaker 3: my my Alex Jones, where it says like if I

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Speaker 3: if I had black owned on there, I wouldn't be

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Speaker 3: showing up number one. And so my question is this

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Speaker 3: is for black founders, small business owners. And I'm not

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Speaker 3: asking you to agree with that statement. That's just another

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Speaker 3: conspiracy thing that I believe is what unique challenges do

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Speaker 3: we have when we're trying to grow online?

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Speaker 4: Man, we got a lot of them, right, And so

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Speaker 4: I would say if we break it down into let's

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Speaker 4: call it the business strategy side. So getting the right idea,

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Speaker 4: getting the right business model. All those things, then if

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Speaker 4: we get into the management and scale part and then

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Speaker 4: probably pure financials, we got issues and opportunities in all three.

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Speaker 4: Number one being how do I start the right business?

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Speaker 4: A lot of us are starting businesses with load to

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Speaker 4: no barrier to entry, which in some respects is all

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Speaker 4: upside because you don't have to invest a lot to

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Speaker 4: get proof of concept. In other respects, you're literally moving

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Speaker 4: into a dead end street. Like people have went into

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Speaker 4: these industries determined that the market isn't as big or

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Speaker 4: isn't as viable, which is why it is low to

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Speaker 4: no barriers to entry and so to no thought of

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Speaker 4: your own more so ignorance. You're starting something that doesn't

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Speaker 4: make a lot of sense at scale.

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Speaker 5: Right, So that first.

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Speaker 4: Part could be covered through coaching and mentorship, assuming that

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Speaker 4: we can remove the.

438
00:21:43,200 --> 00:21:46,120
Speaker 5: Sort of like the praying of people that happens over there.

439
00:21:46,720 --> 00:21:49,359
Speaker 4: The second phase, which is how do we manage, run

440
00:21:49,359 --> 00:21:52,199
Speaker 4: and scale, and it's connected to the third phase. This

441
00:21:52,280 --> 00:21:56,320
Speaker 4: one is one of our hardest challenges because it's expensive

442
00:21:56,359 --> 00:22:00,679
Speaker 4: to go out and grab and retain top talent, but

443
00:22:00,720 --> 00:22:03,199
Speaker 4: it's even more expensive to try to run a business

444
00:22:03,200 --> 00:22:06,199
Speaker 4: without top talent, and so you end up where you

445
00:22:06,240 --> 00:22:11,119
Speaker 4: typically have very strong founders who are working way more

446
00:22:11,960 --> 00:22:17,040
Speaker 4: lateral across the business to overcompensate for the mid to

447
00:22:17,080 --> 00:22:19,720
Speaker 4: lower management that just doesn't have the chops or don't

448
00:22:19,720 --> 00:22:22,439
Speaker 4: have the resources because we don't have the money to

449
00:22:22,480 --> 00:22:24,359
Speaker 4: go out and recruit and go out and do what

450
00:22:24,400 --> 00:22:26,720
Speaker 4: some of these big companies do. And that's why I

451
00:22:26,760 --> 00:22:29,520
Speaker 4: say it's connected to the third piece. We typically see

452
00:22:29,520 --> 00:22:32,560
Speaker 4: what it's like to get starting funding, seed funding, some

453
00:22:32,600 --> 00:22:35,320
Speaker 4: of the preliminary investment money, but we don't see what

454
00:22:35,359 --> 00:22:38,639
Speaker 4: it's like to get continuous money for growth. And some

455
00:22:38,760 --> 00:22:41,520
Speaker 4: of our favorite companies they were able to run in

456
00:22:41,520 --> 00:22:44,040
Speaker 4: the red for five, seven, ten, twelve years.

457
00:22:44,359 --> 00:22:45,400
Speaker 5: Will if we came up.

458
00:22:45,280 --> 00:22:47,080
Speaker 4: With a business right now and the person saying pay

459
00:22:47,119 --> 00:22:49,200
Speaker 4: us back in ten years, I think we can figure.

460
00:22:48,960 --> 00:22:50,680
Speaker 5: It out, you know what I mean?

461
00:22:50,840 --> 00:22:53,480
Speaker 4: And who's going to give you money after you haven't

462
00:22:53,520 --> 00:22:56,440
Speaker 4: paid back the first set of people because they still

463
00:22:56,440 --> 00:22:58,520
Speaker 4: see the vision and you could be like any five

464
00:22:58,600 --> 00:23:00,680
Speaker 4: more years, you know what I mean?

465
00:23:01,040 --> 00:23:03,000
Speaker 5: Because when you do that, it's move lines it out.

466
00:23:03,000 --> 00:23:05,160
Speaker 4: It makes up for some of the innovations that don't

467
00:23:05,280 --> 00:23:08,359
Speaker 4: do well or some of the mismanagement and mishaps, or

468
00:23:08,359 --> 00:23:10,879
Speaker 4: for us, we got to turn a profit so quick,

469
00:23:11,720 --> 00:23:14,160
Speaker 4: right a person you get money from a black person,

470
00:23:14,200 --> 00:23:15,240
Speaker 4: they want to know how.

471
00:23:15,080 --> 00:23:20,240
Speaker 5: Fast do I get my money back? And God forbid.

472
00:23:20,280 --> 00:23:23,879
Speaker 4: You're working in a business that has to hold strong catch.

473
00:23:24,000 --> 00:23:28,320
Speaker 4: So if you've got high amount of plant, property, equipment,

474
00:23:28,480 --> 00:23:31,840
Speaker 4: or inventory where things where your business may be strong,

475
00:23:31,920 --> 00:23:34,040
Speaker 4: but a lot of it is just tied up in

476
00:23:34,400 --> 00:23:37,359
Speaker 4: working capital, we tend to struggle. And so then we

477
00:23:37,400 --> 00:23:39,520
Speaker 4: go back to stage one and say, can I start

478
00:23:39,520 --> 00:23:43,240
Speaker 4: a different type of business that doesn't have those downstream issues,

479
00:23:43,600 --> 00:23:45,760
Speaker 4: and then we end up ballooning where all of us

480
00:23:45,760 --> 00:23:47,440
Speaker 4: are just consultants for each other.

481
00:23:50,520 --> 00:23:53,600
Speaker 3: A lot of your content I've enjoyed because you you

482
00:23:54,200 --> 00:23:57,080
Speaker 3: spit game, you know, like nobody's business. But you also

483
00:23:57,119 --> 00:23:58,880
Speaker 3: show a little bit of your personal side. You're into,

484
00:23:58,960 --> 00:24:01,159
Speaker 3: you have different hobbies, which I enjoy it seeing that

485
00:24:01,320 --> 00:24:04,440
Speaker 3: side of you also. But at the end of the day,

486
00:24:04,520 --> 00:24:07,080
Speaker 3: I imagine you could probably have a private account if

487
00:24:07,080 --> 00:24:10,240
Speaker 3: you weren't trying to drive business, because what's the point Otherwise,

488
00:24:12,359 --> 00:24:18,080
Speaker 3: how would you recommend people who have small businesses treat

489
00:24:18,520 --> 00:24:22,399
Speaker 3: their content. Whether I'm trying to you know, sell things

490
00:24:23,000 --> 00:24:26,520
Speaker 3: or just you know, create things that get me in

491
00:24:26,720 --> 00:24:30,720
Speaker 3: the news feed that the things that I'm trying to

492
00:24:30,720 --> 00:24:32,280
Speaker 3: sell these I'm probably won't get me a new feed

493
00:24:32,320 --> 00:24:37,640
Speaker 3: probably yep yep. So I think and you I don't

494
00:24:37,680 --> 00:24:40,040
Speaker 3: even know like you, I can't explain to LA you

495
00:24:40,119 --> 00:24:42,200
Speaker 3: just threw me because it goes back to the origin

496
00:24:42,240 --> 00:24:44,879
Speaker 3: of where we started, which I'll call the new social

497
00:24:44,920 --> 00:24:47,800
Speaker 3: media versus the old and I haven't said this live

498
00:24:47,880 --> 00:24:52,280
Speaker 3: anywhere yet. We'd be better off treating all of social

499
00:24:52,320 --> 00:24:56,879
Speaker 3: media just like awareness and not trying to convert anymore

500
00:24:56,880 --> 00:24:59,439
Speaker 3: at this point, like there will be some conversions that

501
00:24:59,520 --> 00:25:03,320
Speaker 3: take place, but what if you triple your effort on awareness.

502
00:25:03,640 --> 00:25:06,080
Speaker 3: You need to also have a product or service that

503
00:25:06,200 --> 00:25:09,360
Speaker 3: isn't tied to geographic boundaries. So a lot of brick

504
00:25:09,440 --> 00:25:12,840
Speaker 3: and mortal struggle struggles because you can't control where this

505
00:25:12,960 --> 00:25:16,000
Speaker 3: content spills out once it lands and does well. So

506
00:25:16,640 --> 00:25:18,320
Speaker 3: even if you have a restaurant, you better have a

507
00:25:18,359 --> 00:25:22,840
Speaker 3: recipe book, you better have some seasonings, something that you

508
00:25:22,920 --> 00:25:27,160
Speaker 3: can port and sell because the content knows no geographic bounds. Right,

509
00:25:27,200 --> 00:25:30,879
Speaker 3: So I would say, uh, those that have a service

510
00:25:30,920 --> 00:25:33,400
Speaker 3: based business or the ability ship products they can win

511
00:25:34,200 --> 00:25:35,520
Speaker 3: a disproportionate amount of.

512
00:25:35,520 --> 00:25:36,520
Speaker 5: It from there.

513
00:25:36,720 --> 00:25:40,240
Speaker 4: Now, let's stay top of mind, top of like top

514
00:25:40,320 --> 00:25:43,720
Speaker 4: of funnel content and look at doing the traditional old

515
00:25:43,760 --> 00:25:47,040
Speaker 4: things like text message marketing, email marketing into a degree

516
00:25:47,080 --> 00:25:50,000
Speaker 4: DM marketing to get to that middleman at middle and

517
00:25:50,080 --> 00:25:50,760
Speaker 4: bottom funnel.

518
00:25:51,119 --> 00:25:52,439
Speaker 5: So I think about the.

519
00:25:53,000 --> 00:25:56,399
Speaker 4: Phases of awareness and create content around that. So a

520
00:25:56,440 --> 00:26:00,280
Speaker 4: person who is not problem aware, I mean, and they

521
00:26:00,320 --> 00:26:03,159
Speaker 4: don't even know that something's wrong all the way to

522
00:26:03,200 --> 00:26:05,520
Speaker 4: a person who is problem aware, but they're just sort

523
00:26:05,560 --> 00:26:07,359
Speaker 4: of trying to make a decision on who.

524
00:26:07,240 --> 00:26:08,800
Speaker 5: To buy from.

525
00:26:09,040 --> 00:26:11,879
Speaker 4: I tell a person who was starting today, put a

526
00:26:11,960 --> 00:26:14,600
Speaker 4: disproportion in seventy, if not eighty percent of your content

527
00:26:14,640 --> 00:26:17,119
Speaker 4: needs to be top of funnel focus. And then you

528
00:26:17,280 --> 00:26:21,000
Speaker 4: need to convert them off of social which is counter

529
00:26:21,119 --> 00:26:22,680
Speaker 4: to what I've been saying for the last five to

530
00:26:22,760 --> 00:26:23,480
Speaker 4: seven years.

531
00:26:23,960 --> 00:26:25,400
Speaker 5: And that's that is.

532
00:26:25,440 --> 00:26:28,080
Speaker 4: One hundred percent based on looking at the algorithm change.

533
00:26:28,320 --> 00:26:30,960
Speaker 4: So when I look at my most recent nine posts,

534
00:26:31,359 --> 00:26:34,639
Speaker 4: sixty sixty five percent of them are landing on strangers.

535
00:26:35,280 --> 00:26:38,000
Speaker 4: Great for reach, horrible for conversion.

536
00:26:39,880 --> 00:26:43,480
Speaker 3: For people who own businesses that aren't necessarily sexy. Let's

537
00:26:43,520 --> 00:26:46,480
Speaker 3: say I got a carpet cleaning business, or I'm a

538
00:26:46,880 --> 00:26:49,320
Speaker 3: big company. I'm We're doing hundreds of millions and we

539
00:26:49,400 --> 00:26:52,800
Speaker 3: have you know, just non sexy whatever, pick your non

540
00:26:52,880 --> 00:26:56,600
Speaker 3: sexy category. If they want to go create an Instagram,

541
00:26:56,640 --> 00:27:00,639
Speaker 3: take tire account. My thought is, okay, why would I

542
00:27:00,640 --> 00:27:04,320
Speaker 3: want to follow you? So you have a corporate background

543
00:27:04,600 --> 00:27:07,960
Speaker 3: and you're now at this company, you know, Joe's, you know,

544
00:27:09,320 --> 00:27:14,960
Speaker 3: metal Bending fact fabrication place, You're now the CMO. You're

545
00:27:15,040 --> 00:27:18,480
Speaker 3: gonna can you give him a social strategy? What is

546
00:27:18,560 --> 00:27:20,800
Speaker 3: Maty thinking in that capacity?

547
00:27:21,240 --> 00:27:25,200
Speaker 5: Yeah? I love it. I think we're seeing it happen.

548
00:27:26,040 --> 00:27:29,920
Speaker 4: Founder led stories is probably how I would attack those

549
00:27:29,960 --> 00:27:32,159
Speaker 4: type of businesses. So I'm mighty, and I'm on the

550
00:27:32,240 --> 00:27:36,159
Speaker 4: journey to build Mady's metal bending company. It's less about

551
00:27:36,200 --> 00:27:38,840
Speaker 4: here's how you fabricate metals and here's how hot the

552
00:27:39,320 --> 00:27:43,440
Speaker 4: the fire needs to get, because that ain't to your point.

553
00:27:43,440 --> 00:27:46,600
Speaker 4: I'm not following that, but the journeys of ups and downs.

554
00:27:46,600 --> 00:27:48,360
Speaker 4: A mighty doing this, And I'm going to go look

555
00:27:48,359 --> 00:27:49,879
Speaker 4: for a building and I'm putting in a bid and

556
00:27:49,920 --> 00:27:52,800
Speaker 4: I got out bed and I'm gonna stay prayer for

557
00:27:52,880 --> 00:27:57,520
Speaker 4: and I'm using my brothers wood shock to those stories.

558
00:27:57,760 --> 00:28:00,399
Speaker 4: The brand story, the story of the person and or

559
00:28:00,480 --> 00:28:03,199
Speaker 4: people building it is how I will win over the

560
00:28:03,200 --> 00:28:06,359
Speaker 4: hearts and minds of people. And I just supplement that

561
00:28:06,440 --> 00:28:08,960
Speaker 4: we actually are really, really good at what we do

562
00:28:09,480 --> 00:28:11,760
Speaker 4: in the backdrop of the story. So I would say

563
00:28:11,760 --> 00:28:14,920
Speaker 4: it's less about showing the metal or the glass cleaning

564
00:28:15,000 --> 00:28:18,840
Speaker 4: or the grass cutting, and more about the character of

565
00:28:18,880 --> 00:28:22,600
Speaker 4: the person that's doing this and taking people on those journeys. Now,

566
00:28:22,800 --> 00:28:25,960
Speaker 4: what I would for non sexy businesses, and I don't

567
00:28:25,960 --> 00:28:29,480
Speaker 4: want to leave my people who have brick and mortar isolated,

568
00:28:30,000 --> 00:28:33,840
Speaker 4: I would augment their stuff with paid because you can

569
00:28:33,880 --> 00:28:37,800
Speaker 4: get very targeted to a group of people within geographic boundaries,

570
00:28:38,200 --> 00:28:40,160
Speaker 4: and that would be a stronger way for them to

571
00:28:40,160 --> 00:28:43,440
Speaker 4: grow on social than to play the traditional organic game

572
00:28:43,520 --> 00:28:46,080
Speaker 4: to where it spills out into anybody. We can draw

573
00:28:46,480 --> 00:28:49,480
Speaker 4: a fence, a digital fence around one hundred miles around

574
00:28:49,560 --> 00:28:52,960
Speaker 4: Toledo with people who got various interests, and then we

575
00:28:53,000 --> 00:28:54,960
Speaker 4: can set up a set of rules if they've seen

576
00:28:54,960 --> 00:28:57,440
Speaker 4: this piece of content, show them that piece of content,

577
00:28:57,800 --> 00:28:59,840
Speaker 4: and subsequent sort of strategies from there.

578
00:29:01,240 --> 00:29:06,080
Speaker 3: For folks who like when we were talking about my

579
00:29:06,200 --> 00:29:08,720
Speaker 3: personal mission, which is, you know, black entrepreneurs help them

580
00:29:08,880 --> 00:29:11,240
Speaker 3: create business beyond their wides streams. You said you think

581
00:29:11,240 --> 00:29:15,400
Speaker 3: about yours your efforts differently. We're often taught you know,

582
00:29:15,560 --> 00:29:17,400
Speaker 3: you got to think about who is my niche, who

583
00:29:17,440 --> 00:29:20,560
Speaker 3: is my target audience, and focus your thing talking to

584
00:29:20,640 --> 00:29:22,680
Speaker 3: that person, build an avatar of what they look like,

585
00:29:22,720 --> 00:29:24,520
Speaker 3: what do they what do they eat for breakfast this morning?

586
00:29:24,600 --> 00:29:28,520
Speaker 3: All these things for should we be thinking the same

587
00:29:28,520 --> 00:29:31,960
Speaker 3: way about our presence on social like who am I

588
00:29:32,000 --> 00:29:32,520
Speaker 3: posting to?

589
00:29:32,600 --> 00:29:34,360
Speaker 2: Who am I talking to? Every time I post?

590
00:29:35,440 --> 00:29:38,680
Speaker 4: For sure, absolutely, I think it will help. It will

591
00:29:38,760 --> 00:29:41,320
Speaker 4: help drive that content. Now let's go back real quick,

592
00:29:41,360 --> 00:29:43,880
Speaker 4: because I got to do it for the listeners. When

593
00:29:43,960 --> 00:29:49,320
Speaker 4: we get into targeting, targeting follows segmentation. Segmentation is just

594
00:29:49,360 --> 00:29:51,680
Speaker 4: a fancy way of saying, how do I organize these

595
00:29:51,720 --> 00:29:53,200
Speaker 4: people in the meaningful groups?

596
00:29:53,640 --> 00:29:55,760
Speaker 5: And typically we have a love affair.

597
00:29:55,520 --> 00:30:01,000
Speaker 4: With demographic segmentation, age, sex, maryland status, income. We typically

598
00:30:01,120 --> 00:30:06,560
Speaker 4: inadvertently neglect behavioral and psychographic or what lifestyle and what

599
00:30:06,600 --> 00:30:08,720
Speaker 4: phase in their life may they be in. So I'm

600
00:30:08,760 --> 00:30:12,200
Speaker 4: aware that my new positioning is going to isolate a

601
00:30:12,320 --> 00:30:15,480
Speaker 4: disproportionate amount of entrepreneurs because they like Mady, I ain't

602
00:30:15,520 --> 00:30:17,680
Speaker 4: got enough money yet to be self caring. I ain't

603
00:30:17,680 --> 00:30:20,400
Speaker 4: got enough money yet to be dreaming enough my life.

604
00:30:20,440 --> 00:30:23,120
Speaker 4: I'm fighting for my life right. But as I move

605
00:30:23,160 --> 00:30:26,760
Speaker 4: into a different space of being okay with the fact

606
00:30:26,760 --> 00:30:29,360
Speaker 4: that I'm leading leaders and serving people who are already

607
00:30:29,400 --> 00:30:33,040
Speaker 4: serving people, That's where I'm evolving to and I got

608
00:30:33,040 --> 00:30:35,000
Speaker 4: to make space for the next person that can coach

609
00:30:35,040 --> 00:30:37,520
Speaker 4: you on day to day content. But I'm more so like,

610
00:30:37,840 --> 00:30:40,120
Speaker 4: how do we help We'll accelerate this mission because you

611
00:30:40,120 --> 00:30:43,239
Speaker 4: can hear a one hundred million people with the airways. Now,

612
00:30:43,320 --> 00:30:45,800
Speaker 4: let's if I help you. You get what I'm saying,

613
00:30:45,800 --> 00:30:49,240
Speaker 4: but I off the listeners. So the first part is

614
00:30:49,280 --> 00:30:53,240
Speaker 4: thinking about segmentation broadly and making sure we then prioritize

615
00:30:53,240 --> 00:30:55,640
Speaker 4: it the right way. The analogy I give in don't

616
00:30:55,680 --> 00:30:57,240
Speaker 4: let me lose the back end of the question. Will

617
00:30:57,560 --> 00:30:59,400
Speaker 4: When you go to shop, there are some people who

618
00:30:59,480 --> 00:31:01,600
Speaker 4: go Onlinelet's say you're looking for a black hoodie. Some

619
00:31:01,640 --> 00:31:04,200
Speaker 4: people go to their favorite website and just type black hoodie.

620
00:31:04,400 --> 00:31:07,400
Speaker 4: Other people follow the clicks. They go to mail, they

621
00:31:07,440 --> 00:31:10,760
Speaker 4: go black, they go hoodie, they go two x right,

622
00:31:11,160 --> 00:31:13,360
Speaker 4: So it's that same thing. You got to figure out

623
00:31:13,400 --> 00:31:16,520
Speaker 4: the best order of operations for you, and then that

624
00:31:16,640 --> 00:31:20,080
Speaker 4: informs who we're making the content for. So as you

625
00:31:20,160 --> 00:31:22,560
Speaker 4: see the next sort of twelve to eighteen months unfold

626
00:31:22,640 --> 00:31:24,920
Speaker 4: for me, as I'm talking more to the person that

627
00:31:25,160 --> 00:31:27,880
Speaker 4: wants to build their life and then the business falls it,

628
00:31:28,360 --> 00:31:31,360
Speaker 4: you'll see me showing my life that way, so part

629
00:31:31,360 --> 00:31:34,040
Speaker 4: of me showing the hobby, or you'll see me showing

630
00:31:34,040 --> 00:31:36,720
Speaker 4: the leadership team meetings. You'll see me not working, but

631
00:31:36,840 --> 00:31:40,360
Speaker 4: the business still doing well. Well, how are you doing this? Oh,

632
00:31:40,400 --> 00:31:43,920
Speaker 4: we've designed the company this way, and I want to

633
00:31:43,960 --> 00:31:46,240
Speaker 4: attract the people that are saying I desire to spend

634
00:31:46,240 --> 00:31:48,240
Speaker 4: more time doing things other than working.

635
00:31:48,680 --> 00:31:50,760
Speaker 5: It seems like it's working for you. Tell me more.

636
00:31:51,640 --> 00:31:55,200
Speaker 3: That's a perfect segue to my next thought. Here is

637
00:31:55,200 --> 00:31:58,640
Speaker 3: because you know, when I was just getting deep into

638
00:31:58,680 --> 00:32:01,120
Speaker 3: social you know, we heard a lot about and I

639
00:32:01,120 --> 00:32:02,960
Speaker 3: won't like talk about who the names are that said,

640
00:32:03,000 --> 00:32:04,680
Speaker 3: because it might have been true with the time is

641
00:32:04,720 --> 00:32:08,080
Speaker 3: you know you should be more narrowly focused because when

642
00:32:08,080 --> 00:32:09,719
Speaker 3: people click on your profile, they want to know what

643
00:32:09,760 --> 00:32:12,280
Speaker 3: are you about? But if you all over the place,

644
00:32:12,360 --> 00:32:14,080
Speaker 3: they don't know where to put you. And people and

645
00:32:14,080 --> 00:32:15,840
Speaker 3: not thinking it's deeply about you as you might think

646
00:32:15,880 --> 00:32:19,000
Speaker 3: they're thinking about you. And so what I appreciate about

647
00:32:19,040 --> 00:32:20,760
Speaker 3: a lot of your content? And now I can see

648
00:32:20,840 --> 00:32:23,880
Speaker 3: my you know, bird watching and taking photos of birds,

649
00:32:23,920 --> 00:32:26,800
Speaker 3: and who knew. The older I get, the more interested

650
00:32:26,840 --> 00:32:29,280
Speaker 3: I am in my bird feeder is full because I'm actually.

651
00:32:28,960 --> 00:32:32,240
Speaker 2: Watching it now, which is why I'm like.

652
00:32:32,120 --> 00:32:33,880
Speaker 3: Oh man, they've been out of food. I gotta go

653
00:32:34,000 --> 00:32:35,920
Speaker 3: get the loans real quick and get them some bird food.

654
00:32:36,920 --> 00:32:39,880
Speaker 3: So my question here is for somebody who has a

655
00:32:39,880 --> 00:32:43,440
Speaker 3: lot of interests, even entrepreneurial interests. I have four businesses

656
00:32:43,440 --> 00:32:45,600
Speaker 3: even so it's even if it's not just hobbies. But

657
00:32:45,640 --> 00:32:50,280
Speaker 3: if I got several businesses, or it's several hobbies and businesses,

658
00:32:50,640 --> 00:32:53,960
Speaker 3: how do I still define myself quickly to somebody who's

659
00:32:53,960 --> 00:32:55,400
Speaker 3: not spending ten minutes on my profile.

660
00:32:55,440 --> 00:32:57,200
Speaker 2: They just clicking through and said is it interesting?

661
00:32:57,280 --> 00:32:59,000
Speaker 5: Or is he not? Man?

662
00:32:59,280 --> 00:33:03,080
Speaker 4: So bro, there's a lot of sub questions inside of this.

663
00:33:03,200 --> 00:33:04,840
Speaker 4: So again I'm gonna start, and it helped me if

664
00:33:04,880 --> 00:33:08,160
Speaker 4: I drift off. The first thing is they were absolutely

665
00:33:08,200 --> 00:33:11,400
Speaker 4: spot on, and they're still spot on as it relates

666
00:33:11,400 --> 00:33:13,640
Speaker 4: to your social strategy.

667
00:33:13,720 --> 00:33:14,560
Speaker 5: And the niche.

668
00:33:14,800 --> 00:33:18,880
Speaker 4: I think if you want to maximize reach and or

669
00:33:18,960 --> 00:33:22,680
Speaker 4: let's say game the system maximize the greatest return on

670
00:33:22,800 --> 00:33:26,360
Speaker 4: social the tighter the focus, the quicker it is for

671
00:33:26,400 --> 00:33:28,840
Speaker 4: the algorithm to understand who you are, what you talk about,

672
00:33:29,120 --> 00:33:33,480
Speaker 4: and distribute it to people with similar interests. However, it

673
00:33:33,520 --> 00:33:37,560
Speaker 4: doesn't necessarily account for how we purchase. We don't just

674
00:33:37,720 --> 00:33:42,000
Speaker 4: buy linearly, and so there is this dynamic between how

675
00:33:42,000 --> 00:33:46,240
Speaker 4: do I stay tightly wound to one niche versus give

676
00:33:46,360 --> 00:33:48,640
Speaker 4: more of who I am? Right, if a person was

677
00:33:48,680 --> 00:33:51,080
Speaker 4: starting with zero followers today, I would not tell them

678
00:33:51,080 --> 00:33:53,880
Speaker 4: to do the strategy that I'm using. But if a

679
00:33:53,920 --> 00:33:55,880
Speaker 4: person is at a spot where their life or their

680
00:33:55,920 --> 00:33:59,080
Speaker 4: business has matured, then yeah, they can move into a

681
00:33:59,120 --> 00:34:02,200
Speaker 4: broader strategy. So that would be my first answer. The

682
00:34:02,240 --> 00:34:05,640
Speaker 4: second thing is, and this is the tough part, if

683
00:34:05,680 --> 00:34:09,480
Speaker 4: you have multiple interests, you can either treat your You're

684
00:34:09,520 --> 00:34:13,320
Speaker 4: probably still gonna need multiple pages, and you just decide,

685
00:34:13,400 --> 00:34:16,279
Speaker 4: am I gonna treat my main page like the river

686
00:34:16,360 --> 00:34:19,200
Speaker 4: that pours into the others? And so again, over the

687
00:34:19,239 --> 00:34:22,480
Speaker 4: next sort of year to year and a half, you'll

688
00:34:22,480 --> 00:34:25,319
Speaker 4: see me doing that. Mady, what are the person is

689
00:34:25,520 --> 00:34:29,360
Speaker 4: entirely too dynamic to be placed into one box.

690
00:34:29,800 --> 00:34:31,840
Speaker 5: But I got some feeder pages that I built.

691
00:34:32,280 --> 00:34:34,640
Speaker 4: So if you want to get really surgical on content,

692
00:34:34,719 --> 00:34:37,480
Speaker 4: what light we use, what mike, what editing technique, They'll

693
00:34:37,520 --> 00:34:39,400
Speaker 4: be a page and that's all it teaches.

694
00:34:39,560 --> 00:34:42,439
Speaker 5: Wow, if you like what is this hobby, this bird

695
00:34:42,560 --> 00:34:46,640
Speaker 5: journey talk about? You want to go talk about bay

696
00:34:46,640 --> 00:34:47,799
Speaker 5: breasted warblers?

697
00:34:47,840 --> 00:34:50,839
Speaker 4: I got you over there, And my main page will

698
00:34:50,880 --> 00:34:52,759
Speaker 4: sort of be more of a switchboard and more of

699
00:34:52,800 --> 00:34:55,719
Speaker 4: a just sort of who this person holistically, But that's

700
00:34:55,760 --> 00:34:59,000
Speaker 4: also gonna come at the expense of some of that

701
00:34:59,080 --> 00:35:01,520
Speaker 4: growth that if you were to just stay laser focused.

702
00:35:01,719 --> 00:35:02,759
Speaker 4: And I'm okay with that.

703
00:35:03,320 --> 00:35:05,279
Speaker 3: Yeah, that that last point I want to go in

704
00:35:05,320 --> 00:35:09,040
Speaker 3: there because even if it's not even if it's bifurcated

705
00:35:09,120 --> 00:35:13,080
Speaker 3: on one platform, let's say it's not bifurcated one but

706
00:35:13,160 --> 00:35:14,959
Speaker 3: let's say, now I gotta manage Instagram. Now I gotta

707
00:35:14,960 --> 00:35:17,440
Speaker 3: minuge TikTok. Now I gotta manage Facebook still, which is

708
00:35:17,480 --> 00:35:20,480
Speaker 3: still a behemoth, even though the kid still a behemoth

709
00:35:21,200 --> 00:35:23,400
Speaker 3: and all these other things. X. I don't pay a

710
00:35:23,440 --> 00:35:26,200
Speaker 3: ton of attention, you know, business wise to X or

711
00:35:26,239 --> 00:35:29,880
Speaker 3: Twitter whatever whatever we want to call it. But for

712
00:35:30,000 --> 00:35:33,719
Speaker 3: a small business owner influencer maybe not so much. But

713
00:35:33,880 --> 00:35:38,000
Speaker 3: small business owners, how do they determine where to spend

714
00:35:38,000 --> 00:35:40,680
Speaker 3: the most time and effort limited resources to put into

715
00:35:40,719 --> 00:35:42,239
Speaker 3: this time.

716
00:35:42,040 --> 00:35:44,000
Speaker 2: And money or personnel?

717
00:35:45,000 --> 00:35:45,200
Speaker 5: Yeah?

718
00:35:45,760 --> 00:35:46,879
Speaker 2: What what do I do here?

719
00:35:48,280 --> 00:35:50,560
Speaker 4: So the first part is I'm gonna say it's going

720
00:35:50,640 --> 00:35:52,800
Speaker 4: to depend on how big they want to grow the pie,

721
00:35:53,239 --> 00:35:57,800
Speaker 4: right like big? Yeah, So then we got we gotta

722
00:35:57,840 --> 00:36:00,760
Speaker 4: do it. We gotta do it in the state approach

723
00:36:01,000 --> 00:36:04,400
Speaker 4: like big companies do. And so the first part is

724
00:36:04,960 --> 00:36:08,520
Speaker 4: there's no way around those first few years of you

725
00:36:08,719 --> 00:36:12,560
Speaker 4: chasing everything that's coming left and right. But if you

726
00:36:12,600 --> 00:36:15,120
Speaker 4: are a little bit savvyer, let's say you already seasoned

727
00:36:15,160 --> 00:36:18,000
Speaker 4: in business, you need to figure out that my business

728
00:36:18,000 --> 00:36:20,680
Speaker 4: dev person, do I have the ability to grow sales

729
00:36:20,719 --> 00:36:23,480
Speaker 4: come up with ideas that work? Or my business ops

730
00:36:23,480 --> 00:36:26,160
Speaker 4: person where I fulfill the promises that this salesperson just

731
00:36:26,239 --> 00:36:28,879
Speaker 4: made the people the quicker? You know where to put

732
00:36:28,920 --> 00:36:31,360
Speaker 4: yourself the quicker? You know where do I start the

733
00:36:31,440 --> 00:36:34,759
Speaker 4: hiring process? So as I've grown, I know I'm a

734
00:36:34,760 --> 00:36:38,040
Speaker 4: business dev person, So I had to hire an operations

735
00:36:38,080 --> 00:36:41,160
Speaker 4: person to make sure all of these things get done

736
00:36:41,600 --> 00:36:44,879
Speaker 4: because I'm gonna be out here fancying up some new

737
00:36:44,920 --> 00:36:48,319
Speaker 4: concept and forget. I got to be somewhere four o'clock right,

738
00:36:48,520 --> 00:36:52,279
Speaker 4: just that that part of my brain. So I would say,

739
00:36:52,880 --> 00:36:55,719
Speaker 4: the hard me, the hard consultant would be, hey, look,

740
00:36:55,719 --> 00:36:57,759
Speaker 4: these first couple of years gonna kick your butt.

741
00:36:57,880 --> 00:36:59,279
Speaker 5: But then here's what you need to do.

742
00:36:59,400 --> 00:37:02,239
Speaker 4: You got to start to build and replace because you

743
00:37:02,280 --> 00:37:05,160
Speaker 4: can't be all things to all people. And then I'd

744
00:37:05,160 --> 00:37:07,920
Speaker 4: be remiss if I didn't say how much to impact

745
00:37:08,200 --> 00:37:10,080
Speaker 4: One of my best friends and clients, her name is

746
00:37:10,120 --> 00:37:13,960
Speaker 4: Connie as Falls. She runs an operational systems company. And

747
00:37:14,040 --> 00:37:18,080
Speaker 4: this is the policies, the processes, the procedures, how do

748
00:37:18,200 --> 00:37:21,840
Speaker 4: we do everything? So when Will does a podcast interview

749
00:37:21,840 --> 00:37:26,040
Speaker 4: at four, what is riverside, what Mike's what likes? All

750
00:37:26,080 --> 00:37:28,359
Speaker 4: that stuff need to be written down so that if

751
00:37:28,360 --> 00:37:30,759
Speaker 4: you are just walking in right at four, somebody can

752
00:37:30,800 --> 00:37:32,880
Speaker 4: do all it for you, or if you're absent and

753
00:37:32,880 --> 00:37:35,200
Speaker 4: you need a guest host, they can follow a step

754
00:37:35,200 --> 00:37:37,480
Speaker 4: by step framework in order to do exactly what you

755
00:37:37,600 --> 00:37:40,560
Speaker 4: do and get an eighty eighty five percent success rate.

756
00:37:40,960 --> 00:37:43,200
Speaker 4: The rest of it can be made up with coaching.

757
00:37:43,600 --> 00:37:44,560
Speaker 5: So I think.

758
00:37:46,000 --> 00:37:49,359
Speaker 4: We have a lot of us have personal brand businesses

759
00:37:49,400 --> 00:37:52,120
Speaker 4: and lifestyle businesses, and we don't think of them as

760
00:37:52,120 --> 00:37:56,000
Speaker 4: being a separate entity from ourselves or bigger than ourselves.

761
00:37:56,120 --> 00:37:58,360
Speaker 4: So the first challenge is you got to be thinking

762
00:37:58,360 --> 00:38:00,839
Speaker 4: about it that way. And when you started writing out,

763
00:38:01,280 --> 00:38:03,440
Speaker 4: instead of writing out what needs to be done, you

764
00:38:03,480 --> 00:38:05,440
Speaker 4: need to write out who is the best person to

765
00:38:05,520 --> 00:38:09,360
Speaker 4: do this? And then that keeps you in the process

766
00:38:09,360 --> 00:38:10,680
Speaker 4: of thinking about the business that way.

767
00:38:10,920 --> 00:38:13,839
Speaker 2: Love that. For I have three questions left and I'm

768
00:38:13,880 --> 00:38:14,960
Speaker 2: gonna give them to you a way.

769
00:38:15,760 --> 00:38:15,960
Speaker 5: Yeah.

770
00:38:16,040 --> 00:38:18,800
Speaker 2: So for if you were to distill.

771
00:38:18,480 --> 00:38:21,840
Speaker 3: This conversation into three points, we've had a good conversation

772
00:38:21,920 --> 00:38:24,520
Speaker 3: here the small business owners this, corporations listening to this,

773
00:38:24,560 --> 00:38:27,319
Speaker 3: employees listening to this. If they only remember three things

774
00:38:27,320 --> 00:38:30,600
Speaker 3: and they couldn't rewind because with their phone that that

775
00:38:30,719 --> 00:38:33,400
Speaker 3: button just don't work on their Android. Why they got Android,

776
00:38:33,400 --> 00:38:37,560
Speaker 3: I don't know, but that rewind button didn't work. You

777
00:38:37,560 --> 00:38:39,319
Speaker 3: won't let them leave with three things. What are those

778
00:38:39,320 --> 00:38:41,000
Speaker 3: three things they got to get out of this conversation.

779
00:38:41,840 --> 00:38:44,120
Speaker 4: The first thing would be social media is the most

780
00:38:44,160 --> 00:38:50,880
Speaker 4: disruptive form of innovation since the television. We read legacy

781
00:38:50,880 --> 00:38:54,839
Speaker 4: stories about people sending wires or the radio, but when

782
00:38:54,880 --> 00:38:57,240
Speaker 4: you talk to anybody and most of them are still living.

783
00:38:57,520 --> 00:38:59,759
Speaker 4: When you get into the era of the television and

784
00:39:00,239 --> 00:39:05,280
Speaker 4: and cable, etc. It disproportionately disrupted how business was done.

785
00:39:05,680 --> 00:39:08,840
Speaker 4: And the Internet is still, relatively speaking, in its infancy.

786
00:39:09,360 --> 00:39:14,719
Speaker 4: That's first, So prioritize social media because everything else you

787
00:39:14,760 --> 00:39:18,000
Speaker 4: need is here. The research, the sales, the community, the connections,

788
00:39:18,040 --> 00:39:18,480
Speaker 4: et cetera.

789
00:39:18,680 --> 00:39:19,799
Speaker 5: That would be the number one thing.

790
00:39:20,120 --> 00:39:24,719
Speaker 4: Number two thing is when you're building a business, you

791
00:39:25,200 --> 00:39:29,000
Speaker 4: have to It's fundamental that you spend more time thinking

792
00:39:29,040 --> 00:39:32,320
Speaker 4: about who are the people and what are the problems

793
00:39:32,960 --> 00:39:36,560
Speaker 4: than thinking about what product can I build. I need

794
00:39:36,600 --> 00:39:38,960
Speaker 4: to know who they are because that then leads me

795
00:39:39,000 --> 00:39:42,000
Speaker 4: to the products and the messaging. Most of us we

796
00:39:42,080 --> 00:39:44,200
Speaker 4: do it the other way around. We assume the world

797
00:39:44,280 --> 00:39:46,759
Speaker 4: is like us. We build what we want and what

798
00:39:46,800 --> 00:39:48,680
Speaker 4: we need, and then we scream from the top of

799
00:39:48,680 --> 00:39:52,000
Speaker 4: our lungs about why people should buy sad things, but

800
00:39:52,080 --> 00:39:53,799
Speaker 4: we don't. I would recommend you do it the other

801
00:39:53,800 --> 00:39:57,320
Speaker 4: way around. So understand, social media is huge, so huge

802
00:39:57,320 --> 00:39:59,560
Speaker 4: that if you find the right group of people, you

803
00:39:59,600 --> 00:40:01,640
Speaker 4: can click in the comments and you can follow some

804
00:40:01,680 --> 00:40:04,959
Speaker 4: folkts and you can start to see here are some problems.

805
00:40:06,000 --> 00:40:08,279
Speaker 4: And if I can develop a product or service, I can.

806
00:40:08,600 --> 00:40:10,840
Speaker 4: I got a business. I got a money opportunity. And

807
00:40:10,880 --> 00:40:13,799
Speaker 4: then the third thing would be situate yourself in the

808
00:40:13,880 --> 00:40:16,000
Speaker 4: right side of the business. Am I a person that

809
00:40:16,040 --> 00:40:17,759
Speaker 4: can go out and make a sell every day? Or

810
00:40:17,760 --> 00:40:19,480
Speaker 4: am a person that's going to swing the hammer and

811
00:40:19,520 --> 00:40:21,920
Speaker 4: get the job done every day? Hire for all the

812
00:40:22,040 --> 00:40:25,360
Speaker 4: other jobs that you aren't good at.

813
00:40:26,080 --> 00:40:28,200
Speaker 3: This one is and I hate to ask two part questions,

814
00:40:28,239 --> 00:40:30,520
Speaker 3: but I have to get a two part question in

815
00:40:30,640 --> 00:40:34,879
Speaker 3: it is Historically, black people, black entrepreneurs don't spend enough

816
00:40:34,880 --> 00:40:37,440
Speaker 3: money in marketing. We don't allocate enough when we're starting up.

817
00:40:37,920 --> 00:40:40,359
Speaker 3: As those are statistics. We just don't put enough money

818
00:40:40,360 --> 00:40:44,000
Speaker 3: in marketing. And you talked about consistency posting three times

819
00:40:44,040 --> 00:40:45,600
Speaker 3: a day. You said that's not always a rule, but

820
00:40:45,640 --> 00:40:48,800
Speaker 3: it is just buying large. You need to post that much. Yeah,

821
00:40:48,840 --> 00:40:52,880
Speaker 3: what does consistency look like? So if I post Tuesday

822
00:40:52,880 --> 00:40:55,640
Speaker 3: and then I may scroll on Wednesday, but then I

823
00:40:55,680 --> 00:40:58,520
Speaker 3: post again Friday morning, but then I post it again

824
00:40:58,560 --> 00:40:59,080
Speaker 3: on Sunday.

825
00:40:59,239 --> 00:41:02,200
Speaker 2: Man I posted a lot last week? Is that a

826
00:41:02,239 --> 00:41:02,960
Speaker 2: lot or it is like.

827
00:41:02,960 --> 00:41:07,640
Speaker 3: Should I be doing that noon, three pm and seven pm?

828
00:41:08,160 --> 00:41:09,719
Speaker 5: Yeah, beautiful question.

829
00:41:09,800 --> 00:41:13,920
Speaker 4: I would tell folks, even though it's not all about sales,

830
00:41:14,360 --> 00:41:17,040
Speaker 4: but this will help it make sense for folks post

831
00:41:17,080 --> 00:41:20,799
Speaker 4: every day that you want to make some money, right, Well,

832
00:41:20,840 --> 00:41:22,800
Speaker 4: you comfortable with your money coming in every once in

833
00:41:22,800 --> 00:41:25,120
Speaker 4: a while, post every once in a while, right, but

834
00:41:25,239 --> 00:41:26,719
Speaker 4: if you like, you know what, it'd be good to

835
00:41:26,719 --> 00:41:29,280
Speaker 4: make some money in the morning, and then again around lunch,

836
00:41:29,520 --> 00:41:30,879
Speaker 4: and then again before I lay down.

837
00:41:31,320 --> 00:41:31,520
Speaker 5: Right.

838
00:41:31,920 --> 00:41:36,800
Speaker 4: Then I orient my my content schedule around that because

839
00:41:37,000 --> 00:41:40,120
Speaker 4: all all things, ultimately we hope they lead to sales.

840
00:41:40,160 --> 00:41:42,759
Speaker 4: Whether I'm gaining awareness or nurturing or getting to a

841
00:41:42,760 --> 00:41:46,040
Speaker 4: hard core CTA or a conversion, we're sort of all

842
00:41:46,080 --> 00:41:52,440
Speaker 4: moving in that direction. So that would be my recommendation. There, Beautiful,

843
00:41:52,480 --> 00:41:53,440
Speaker 4: Did I cover the second part?

844
00:41:53,600 --> 00:41:53,640
Speaker 5: Was?

845
00:41:53,719 --> 00:41:54,200
Speaker 2: That was great?

846
00:41:54,280 --> 00:41:54,840
Speaker 5: That was great?

847
00:41:55,520 --> 00:41:58,759
Speaker 3: The last one is, you know, you obviously smart, You

848
00:41:58,760 --> 00:42:01,799
Speaker 3: could be doing a lot of things. Why did you

849
00:42:01,960 --> 00:42:04,640
Speaker 3: determine that you're going to spend your time doing this work?

850
00:42:05,239 --> 00:42:05,560
Speaker 5: Man?

851
00:42:05,680 --> 00:42:11,000
Speaker 4: So I read somewhere that like all businesses are birthed

852
00:42:11,000 --> 00:42:15,240
Speaker 4: out of some type of trauma, and oftentimes we're creating

853
00:42:15,280 --> 00:42:17,680
Speaker 4: what we wish existed for us at some point in

854
00:42:17,760 --> 00:42:21,640
Speaker 4: the past. So what I learned early was that I'm

855
00:42:21,800 --> 00:42:25,359
Speaker 4: really good at learning information and teaching it.

856
00:42:26,360 --> 00:42:28,359
Speaker 5: And after working.

857
00:42:28,080 --> 00:42:30,440
Speaker 4: In corporate for close to ten years and seeing the

858
00:42:30,520 --> 00:42:33,720
Speaker 4: money and getting the prestige and all of the things

859
00:42:33,760 --> 00:42:36,439
Speaker 4: that you would think light your spirit up, it came

860
00:42:36,520 --> 00:42:39,000
Speaker 4: at the expense of this other thing that's been sort

861
00:42:39,000 --> 00:42:41,680
Speaker 4: of nagging at me, And so I didn't fully know

862
00:42:41,760 --> 00:42:44,359
Speaker 4: what it looked like. I just knew that people call

863
00:42:44,480 --> 00:42:46,000
Speaker 4: me all the time and ask me what I think

864
00:42:46,000 --> 00:42:48,840
Speaker 4: about stuff, and then they'll go do exactly what I

865
00:42:48,880 --> 00:42:50,719
Speaker 4: told them to do, right, and then they'll hit me

866
00:42:50,760 --> 00:42:52,799
Speaker 4: back and be like, hey, Bruther, it's work. I didn't

867
00:42:52,800 --> 00:42:55,320
Speaker 4: know this was consultant. I thought I was just Homeme

868
00:42:55,320 --> 00:42:55,759
Speaker 4: on game.

869
00:42:55,800 --> 00:42:56,399
Speaker 5: You know what I'm saying.

870
00:42:57,880 --> 00:43:02,399
Speaker 4: So this allows me to to selfishly do what I'm

871
00:43:02,400 --> 00:43:06,080
Speaker 4: good at and feel good about. But any other way,

872
00:43:06,360 --> 00:43:10,399
Speaker 4: I fully understand where we're going as a people talking

873
00:43:10,400 --> 00:43:18,359
Speaker 4: about us, black Boat, We've always been last in education, right,

874
00:43:18,920 --> 00:43:21,960
Speaker 4: hardest to be able to get the capital displaced by

875
00:43:22,040 --> 00:43:25,520
Speaker 4: technology the first, right the fastest. So if I can

876
00:43:25,600 --> 00:43:27,080
Speaker 4: share this stuff that I don't win in and got

877
00:43:27,080 --> 00:43:29,239
Speaker 4: from these fancy universities, and if I can share this

878
00:43:29,239 --> 00:43:31,640
Speaker 4: stuff that I learned at these fancy corporations, and even

879
00:43:31,640 --> 00:43:35,120
Speaker 4: if I'm humble enough to share my entrepreneurial failures, I'll

880
00:43:35,160 --> 00:43:38,040
Speaker 4: be able to help somebody overcome some of the things

881
00:43:38,040 --> 00:43:39,960
Speaker 4: that I went through. All I gotta do is just

882
00:43:40,000 --> 00:43:42,200
Speaker 4: be willing to share it. It just so happens that

883
00:43:42,320 --> 00:43:44,160
Speaker 4: one of the byproducts is you can also make a

884
00:43:44,200 --> 00:43:45,040
Speaker 4: living from it too.

885
00:43:46,200 --> 00:43:49,760
Speaker 2: Fantasy Body ordered, So glad you spent.

886
00:43:49,680 --> 00:43:51,640
Speaker 5: This time on me. This was great. Bro.

887
00:43:51,800 --> 00:43:56,000
Speaker 4: Listen, man, I again for cut this off if you

888
00:43:56,120 --> 00:43:58,960
Speaker 4: need to, But I need people to understand what grace

889
00:43:59,040 --> 00:44:01,640
Speaker 4: looked like because you don't extending me a lot of

890
00:44:01,680 --> 00:44:02,640
Speaker 4: grace over.

891
00:44:02,520 --> 00:44:05,440
Speaker 5: The sort of evolution of our relationship we locked in.

892
00:44:05,840 --> 00:44:07,520
Speaker 4: Thank you for the platform, and thank you for the

893
00:44:07,520 --> 00:44:09,760
Speaker 4: opportunity to share with your with your with your audience.

894
00:44:09,840 --> 00:44:12,520
Speaker 3: Keep doing what you're doing, and I'm so proud of

895
00:44:12,560 --> 00:44:14,400
Speaker 3: you and I'm not having watched your growth.

896
00:44:14,480 --> 00:44:17,680
Speaker 2: And thank this guy. This guy ain't even the limit

897
00:44:17,960 --> 00:44:21,319
Speaker 2: for whatsow for you. Wow, So proud of you. Man.

898
00:44:21,440 --> 00:44:23,120
Speaker 5: Appreciate your brother, Thank you man.

899
00:44:23,200 --> 00:44:26,920
Speaker 1: Absolutely Black Tech Green Money is a production the Blavity

900
00:44:26,960 --> 00:44:30,279
Speaker 1: Afro Tech on the Black Effect podcast Networking Night Hire Media.

901
00:44:30,440 --> 00:44:33,600
Speaker 1: It's produced by Morgan Debonne and me Well Lucas, with

902
00:44:33,760 --> 00:44:37,600
Speaker 1: additional production support by Kate McDonald, s er and Jada McGee.

903
00:44:37,760 --> 00:44:40,319
Speaker 1: Special thank you to Michael Davis in Love Beach. Learn

904
00:44:40,360 --> 00:44:43,279
Speaker 1: more about my guessing other technives offers an innovator's afrotech

905
00:44:43,320 --> 00:44:44,200
Speaker 1: dot com.

906
00:44:44,320 --> 00:44:46,080
Speaker 2: The video version of this episode will.

907
00:44:46,000 --> 00:44:48,440
Speaker 1: Drop to Black Tech Green Money on YouTube, so tap in,

908
00:44:49,200 --> 00:44:52,120
Speaker 1: enjoy your Black Tech Green Money, Share this to somebody,

909
00:44:52,719 --> 00:44:53,560
Speaker 1: Go get your money.

910
00:44:54,160 --> 00:44:54,799
Speaker 2: Peace in love