THE YBNB CREED
YOUNG - A state of mind. YOUNG is a state of mind and the color BLACK encompasses and includes all of the colors in the spectrum and the definition of BUSINESS is providing a solution for a problem that equates into profit. BLACK - encompasses and absorbs all colors in the spectrum. We are all YOUNG BLACK & ‘ BUSINESS. We are inclusive and bring young entrepreneurs out of darkness and into the light. BUSINESS - Providing a solution for a problem that equates into profit.
WE are ALL are Young Black & N Business Roosevelt Williams III . ybandnb.com
Hi There, I’m Kederra
If I was in your house here’s what I do…But first… I have 13+ years designing, developing and delivering energy efficient products, my passion for problem solving to the homes of owners who would prefer comfortable and predictable energy costs.
So, back to what I do… Save you money of course!
* Options include no investment or debt whatsoever for qualifying homes. Kederra L. McDaniel II, BSME /Renewable Energy Advisor Ignite Power LLC / Joinignite.com Email: kmcdaniel@goignitepower.com FB: Facebook 619.708.7752 HIS License 122755
Brittany Miller is a native of san Diego California and alumni of San Diego State University. Her experience spans from community service work to business development in technology services and solutions. Her perspective and lived experience make her a unique asset to all her endeavors. Her passion lies in helping small business owners get unstuck by harnessing the power of technology. As Director of Marketing and Communications for Young Black & N' Business she has helped the online community stay engaged by bringing in software tools to manage relationships. Her role in the magazine will be to ensure we have valuable content that our readers care about, and mass distribution to ensure the Young Black & N' Business Magazine is in every inbox.
YBNB Founders
Mr. Roosevelt Williams, III is a native San Diegan who is an industrious, conscientious, disciplined and self-motivated small business owner who currently holds the title of being San Diego's only African-American Cobbler. As a cobbler, he repairs men and women shoes, handbags, luggage, zippers, purses, belts and much more. He is also the 2020 CEO and President of Young Black & ‘NBusiness, also known as YB&NB. YB&NB is a community organization devoted to serving and motivating the overlooked and the underserved majority working together as one to be healthy, happy and successful. Beginning in 2018, under his leadership, Young Black & ’NBusiness has hosted quarterly networking mixers and two festivals, a Soulful Christmas which over 2,000 toys were given away to opportunity youth, business acumen clinics, along with courses on public speaking, consulting and event planning. Roosevelt Williams III has also created a poster that is going on its third year called Black Faces in High Places which highlights and recognizes community pillars and industry leaders within San Diego.
CONTENTS: COVER : BBM; You care and so should your customers. 18 The Power Profile: Your profile page is an opportunity. 8 Breakfast of Champions: Food for thought; literally. 31 Follower to Ambassadors: Are your followers talking about you? 32
Thought of the month: HIGHLIGHTS: Quinton Austin 12 Derrick Luckett 15 Arvis Henderson 19 Fred Moore 21
“What doesn’t kill you, should have, and since it didn’t, kill that what is inside you that placed you in that position in the first place.” This way you’ll avoid survival modes that cannibalizes your confidence. Reach for thriving modes.” ~ Cheryl Morrow/AP
The POWER Profile
Want to power profile?
Here’s five YBNB tips To upgrade your profile.
YBNB has some tips: Whether you are just trying to get more exposure online, connect with your fans or customers, or improve your online reputation, social networking profiles are the way to go. Unless you have a major site associated with your name (like NeilPatel.com), your social media profile is usually the first result Google shows when someone searches for you. Start thinking of each social media profile you create as a landing page for your personal brand.
For example, James Chartrand isn’t the real name of the woman behind Men With Pens, but that’s the name on her Twitter account because that’s how she’s known in the industry.
This landing page is possibly the first encounter that someone is going to have with your brand, and you will want that first impression to make the visitor interested to know more about you.
Element #2: Your username and URL
Here are the 7 elements you need to follow to create a successful social media profile.
If possible, it’s usually best to just go with your own name. But sometimes, if you’re the face of your company, the company name might work better.
Element #1: Your display name Okay, this seems fairly basic. The name that displays on your social media profile should just be your own name, right?
On most social networks, your username is included in your URL, and it’s often different from your display name. Usually, you can’t change your username, so choose it carefully.
Usually, that’s correct. But sometimes that doesn’t make the most sense. On platforms like Twitter, where you don’t have to use a real name, a pseudonym might make more sense.
“If you run a smaller operation or are the face of your company, include a headshot of you.”
Element #3: Your profile pic On Twitter, Brian Dean isn’t @briandean but @backlinko, since that’s the name of his company.
Should you go with a logo or a personal picture?
Finally, while it isn’t always possible, try to keep your username the same across platforms.
Of course, if it’s for a personal account, you should almost always go with a headshot.
It can be confusing when this isn’t the case, like Instagram being @yourname and Twitter being @yourcompany or @yourmiddlename.
But what about for a company? It’s a tough call, but it really depends on your goals. If you run a smaller operation or are the face of your company, include a headshot of you.
That’s what James and Brian do on Twitter, even with company usernames. This also applies to people that are brands themselves, like musicians, artists, or politicians. But if you have a more recognizable brand or don’t want your company to be associated with you specifically, go with the logo. It’s also a good idea to stick with the same (or at least a similar) photo across different social networks. That way you’re easier to recognize on different platforms. Element #4: Your link This varies from one social media network to the next, but be sure to seek out any opportunity to get your link on the main page of your social profile. For example, you can add a link on the “front page” of your profiles on Twitter and LinkedIn. Make sure that your link is front and center so that people can find it quickly and click through to your website. Another good idea for your links is to create a social network specific landing page so you can track which profiles are bringing your site the most traffic. You can use these pages to offer a special discount for people who have found you on Twitter, or share information that is specific to a network, like recent blog posts you have written about Facebook. Element #5: Your bio Your main social profile bio is usually just a sentence or two about yourself or your business. Think of it as a perfect place to put your elevator pitch and include keywords. In a few words, what would you say about your business? It’s also a good idea to use your bio to its fullest potential. Some sites, like Twitter, only let you write a short description. But if you’re on a platform like LinkedIn, your “summary” can have up to 2,000 characters. This is a huge opportunity to explain what you’re all about and make a great first impression.
To make this succeed, you’ll want to add more than just a simple description of what you’ve done and your current projects. Instead, create a story with a basic call to action. For example, you can tell how you started with the industry you’re working in. What got you interested in it, and what makes you stick around and keep learning? Finally, you can finish your bio with a simple call to action. This can be a link to a free report, an offer for someone to call you, or even a mission statement asking “will you join me?” Element #6: Your interests Some profiles allow you to have additional extended information about yourself in the form of favorite books, television shows, movies, and so on. A lot of people skip over this, especially when it comes to business profiles, but that is a big mistake. Look at these fields as an additional place to get some great value and connections
I doubt there is a niche out there that doesn’t have at least one or two published books. Find books, documentaries, and profiles of influential people in your industry and add those in these additional fields (assuming you actually enjoy them, of course!). This adds credibility and a new level of connection you can build with people who are learning about you for the first time.
Louisiana Purchase A YBNB Exclusive
Interview Louisiana Purchase Owner
Q U I N T O N AU S T I N YBNB spent a day, with one of the hottest eateries in San Diego. We asked its owner Quinton Austin his formula to his version of success. YBNB: Can you briefly walk us through your story – how you started and how you got to where you are today? QA: I started at the bottom like everyone else, I always loved art. So I took that and applied it into cooking. New Orleans is a hard city so I had to stay productive. I attended culinary school after I realized college wasn't for me, after katrina I would cook meals in dorm rooms
for my fellow refugees lol. I grind by working multiple kitchen jobs and learned more and more the higher up I got. YBNB: We strongly believe in the significance of pursuing your passion and loving what you do – but we’ve spoken with enough people to know that getting to that point isn’t always that easy… Overall, would you say things have been easy for you? QA: No, things were hard, Hospitality is major and competition in the restaurant game is harder. We have convicted felons home from murder, culinary students and just dudes trying to make a way. It gets heated dudes get shot, fight, pots thrown but it builds character, it gives you this tuff skin. Then when you do get a title other people hate and try to bring you down. They only respect the strong willed, they have to feed off your passion and leadership. Then once you have the vision you must master it some will help some won't. So what I did was constantly put my skills on display. I worked
“As business consultant he assesses the most profitable menu options taking into consideration the total operational costs of the business.”
Secret of Success: 3 kitchen jobs at a time so my skills can be better than others. And once you master that the rest is easy because the come after you. YBNB: What else can you tell us about your work that we wouldn’t otherwise know? QA: It's a grind and it won't happen overnight. A Lot of cooks here want it so fast and don’t have the proper skills yet. YBNB: Who or what has inspired you to devote your life to your work? How did they or it serve as an inspiration? QA: I pushed myself not to be a failure. Life could have gone 100 different ways. I wanted better. YBNB: If there was anything you could tell yourself when you first began your journey, what would that be? QA: Be patient, stay focused...don't fall victim to the things i did earlier. YBNB: What would you like to tell our audience of entrepreneurs that are just starting out?
QA: Stay humble, stay focused, learn, trust the process, things may not make sense but it will come together. Also don't be scared to articulate and talk to people rather they are white or black make them respect your mind.
QA: The dollar’s are in the details. The biggest discovery about Quinton’s secret to success is his ability to understand the true strategy of putting together a money-making menu. Successful restaurants, especially those enduring the COVID19 Pandemic, are run by chef’s that are part crew captain, business consultant, and marketer. As crew captain he has to ensure the workflow of the kitchen, and employee comradery especially considering the close working conditions. As business consultant he assesses the most profitable menu options taking into consideration the total operational costs of the business. From the presentation of the menu offerings all the way down to the cost of 3 ounces of basil, no detail is seen as unimportant. As a marketer he specially curates a menu with options to fit a range of budgets, but what you’re really purchasing is your experience. There are some menu items that when you see them with your own eyes you will be blown away. But the “blown away” experience is on the more pricier side of the menu. Once you understand the total cost of your product, couple this information with the total value of the experience that your product offers. How much would you be willing to pay for a one of a kind experience on a plate? Contact Name: Quinton Austin Email:marcellous.austin@gmail.com Instagram:chefworks86 Facebook:Quinnton Austin
Heal Generational Wounds
Self-Love HEALING PROGRAMS
ANXIETY DEPRESSION
ANGER
UNFOCUSED
SADNESS PROCRASTINATION
Book a Consultation: 619.315.8927 http://www.XtinaGeri.net Xtina.Geri@gmail.com IG: @Xtina.Geri
Xtina.Geri@gmail.com IG: @Xtina.Geri
REAL with Derrick Luckett Real Estate Expert YBNB: Can you briefly walk us through your story – how you started and how you got to where you are today? DL: I started on my journey to getting into sales by knowing that I could not be an employee’s journey started by me being unemployed and looking for work as a young black man in Chicago IL. I go to store one day and I see an Ebony magazine with the Black salesman of the year on the front page. I was startled to know that I recognized that man on the Ebony Magazine. It was the man that I had seen every day, sometimes two to three times a day. The man of the year was my Landlord who lived directly up over my head on the
second floor of the building I was living in. I immediately purchased it and ran home to ask him for a job. He explained he could not hire me because he was selfemployed. I was not familiar with the terminology, so I got a better understanding and said yes that is me. When he stated he was his own boss my ears stood up. I wanted to be my own boss, determine my own paycheck, and work my own hours. I know this was a double-edged sword, but it was what I needed to be independent. Because I knew if I had no discipline this could be devastating to my family who was relying on me and my income being Self-employed. So I have been Self Employed over 35 years as a Licensed Insurance Agent, Realtor, and Mortgage Broker. To this
day I have received numerous Community Leadership awards from my efforts. Awards from Congress, the Senate the U.S Assembly members, Numerous Boards etc. this is my give back to the Community in which I do business in. YBNB: We strongly believe in the significance of pursuing your passion and loving what you do – but we’ve spoken with enough people to know that getting to that point isn’t always that easy… Overall, would you say things have been easy for you? DL: No, I would not say things have been easy for me. I did not go to College to become a business owner, so my lessons were from the school of hard knocks.
But I always say I have a degree from the school of Hard knocks. Since I paid for mistakes and cost of some the mistakes are as much as a degree would cost in todays society. As a business owner you have to get up and open your shop every day. You have to be on duty for business at all times. You have to be the best marketer, show passion and most of all be the specialist in your craft. It takes diligence, perseverance, and tenacity each and every day. What else can you tell us about your work that we would not otherwise know? DL: I would say if you do not know what your passion is and want to go in business do not do it. Because you have to have passion and enjoy what you have to do on a daily basis. You have to be able to smile if you need to frown. You have to get up when you need to lay down. You hold the keys to your future and if you do not use that key on a daily basis you are going to go hungry because you are a Business Owner. YBNB: Who or what has inspired you to devote your life to your work? How did they or it serve as an inspiration? DL: My Family is my soul and my inspiration. I look at what do I want to do for my family that my parents could not do for me. I want to leave them in a better position than I was in by teaching them my craft as a legacy so that they can have choices in life for independence of thought. They, would also have the ability and creativity to choose if they want to be an employee or the employer. YBNB: If there was anything you could tell yourself when you first began your journey, what would that be? DL: If there is one thing I could do when I first began, it would be established who I was in Business. Research if you are a LLC, Corporation, independent Contractor. But most of all understand the tax consequences of each. Because if not it could greatly affect your bottom line financially. YBNB: What would you like to tell our audience of entrepreneurs that are just starting out? DL: I have owned restaurant, several Barber and Beauty Shops, Mortgage Companies, Real Estate Offices, etc. Being an entrepreneur can be a lonely place if you have no one to bounce things off of. Make sure you create a team of people to help guide you in building your business structure. stay Making sure that watch your bottom-line dollar. And most of all do your homework before going into business. My last and final thought would be to Stay Prayed Up and know that all is possible if you believe in yourself. “If you think you can or if you think you can’t either way you are right”.
Secret to Success Revealed A secret to Derrick Luckett’s success is his ability to curate and nurture a community. In an industry fueled by referrals, having access to a consistent and engaged audience increases the chances of referrals. At least once a month Derrick hosts a networking event that connects business owners interested in benefiting from his multiple decades worth of experience and knowledge. With this strategy he has securely positioned himself in his customer’s life as a resource, and not just a salesperson. Instead of being the person that sells, be the trusted resource that your peers turn to for help. By walking side by side with your customer, when they are ready to make a purchase, it will be your trusted relationship developed over time that will stand out. Contact Info: Destiny Six Financial DestinySixFinancial.com Phone (619) 825-9560 Email:destinysixfinancial@DestinySixFinancial.com Instagram:kingofrealestate Facebook: Destiny Six financial
Make your customers care By Brittany Miller
I work
one on one with Entrepreneurs to help them identify and develop relationships with their customers. In the real world, your customer may love the individuality of your store, or the fact they remember running up and down your aisles. However, these quaint experiences don’t exist online, leaving many business owners wondering how to continue building these relationships. To successfully transition your “real world relationship building” online, you must create a virtual ecosystem that allows your customer to “run up and down” your aisles. We have now officially entered the era where companies can’t rely on customers for continued sustainability, they must rely on a community that views their business as essential to their lifestyle. See below for my favorite top 3 ways to transition your customers :in real life” experience to a virtual experience: 1. The Casual Store Visit- Social Media Remember window shopping? It’s still a thing, it just happens on platforms that are best suited for pictures and video. If you can capture the story of your business visually there are millions of customers waiting to walk by your window on platforms like Pinterest, Instagram, and Tumblr. can capture the story of your business visually there are millions of customers waiting to walk by your window on platforms like Pinterest, Instagram, and Tumblr.
2. The Inquiry- Messenger & Chat Your favorite salesperson has officially entered the chat. We know by the data that the majority of customers are on Facebook. Now more than ever it’s important to develop a strategy where you can have casual conversations with the customer that is ready for more information where they spend the majority of their time. Your customers no longer come to you, you go to them. 3.The Deeper Dive- Events, Emails, and Text Your customer has window shopped, spoken with an associate, and is almost ready to make that purchase. Since we can no longer depend on in store events, live online events are the next best thing. Offering webinars, orientations, and special virtual experiences allow your customer to engage with you on a deeper level. Stay connected with attendees of your events through email or text. In conclusion, your business will benefit more from taking the stance that it no longer serves customers, but is an essential resource to a community. Take advantage of the platforms where your customers spend their time to build relationships with them where they feel comfortable. Cement that relationship through an event that allows you to capture their personal contact information. Consistently communicate with them directly to continue to nurture that ongoing relationship.
ARVIS HENDERSON CUT Master & Innovator
“Beauty is in my blood, says Arvis, I was born to make people look great.” YBNB: Can you briefly walk us through your story – how you started and how you got to where you are today? AH: The way I got started is I come from a long line of hairdressers in my family. I have now been in business for 24years. I started out cutting hair at my parents house at the age of 14.Cutting hair is my passion but being a Barber is a calling. Many people can cut hair but being a Barbershop owner is a whole different level. A haircutter can be great at cutting hair but Barber must be a genuine people person. YBNB: We strongly believe in the significance of pursuing your passion and loving what you do – but we’ve spoken with enough people to know that getting to that point isn’t always that easy… Overall, would you say things have been easy for you?
impact of COVID-19 accelerated gentrification. What make’s Arvis shop different from the new style barber shops taking over recently gentrified neighborhoods is it’s commitment to being a place for the families of the community. Kids grow from boys to men at the barber shop. Having a deep understanding that some of your customers are going to pass your services down to their future generations puts the significance of relationships into perspective. AH
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YBNB: Can you briefly walk us through your story – how you started and how you got to where you are today? FM: The late 40s and early 50s in America was a time when racial hatred for Blacks was a way of life in America. Segregation, riding the back of the bus, no hotel accommodations, rude and abusive teachers were all common place in my youth. On the other hand my life was dominated by church, singing, recitals, the Civil Rights movement and Preachers. Black Preachers were men who seemed to have direct connection with Heaven and God and were respected by all the adults I knew. By the time I was about 7 years old my Father was transitioning from his position as a Deacon to being Rev. Moore. What I quickly noticed was how differently he was treated by everyone. He was no longer just Mr. Moore, he was Reverend Moore. It was around that time that I realized that all Black Ministers were not treated the same. There was a new breed of Black Preacher taking the pulpits at that time. The difference was education. It was at that time that the men in the barber shops began to speak ,often, about the Gentleman and the Scholar. While I was still impressed with Black Ministers I was even more impressed with the likes of Adam Clayton Powell , Paul Robeson, Malcolm X, Dr. King and Sammy Davis Jr. For me, the most honorable and highly regarded person to be was the GENTLEMAN AND THE SCHOLAR. I also noticed that the ability to communicate your thoughts to a large group of people gave one prestige and honor. I was not inclined to be a preacher but I was inclined to be a scholar who spoke to people in large groups. During that time Nat King Cole had his own TV show and his ability to sing and speak with dignity was most impressive. As I became more interested in politicians and Civil Rights personalities I began to pay attention to the way these men were dressed. As a boy I could see the difference between quality clothing and inexpensive clothing. I also paid close attention to colors and types of fabric. It was at that time that I could clearly see that presentation and attitude were tools of the gentleman and the scholar. It would be after working as a Race Relations Facilitator for the US Navy that I could see where my energy and focus were headed. My college education and my time spent learning to be a clothing designer and a tailor gave me access to a large variety of people. As I look back I recall one Sunday morning before my Children’s Sunday school class started I was called up stairs to the Adult Sunday School room. I was being asked to teach the Adult Sunday School Class because the teacher was sick. That moment nearly 60 years ago set me on my path to being a Public Speaker.
YBNB: We strongly believe in the significance of pursuing your passion and loving what you do – but we’ve spoken with enough people to know that getting to that point isn’t always that easy… Overall, would you say things have been easy for you? It seems that because of the many things I have excelled at my contemporaries were never sure where my true loyalties were with regards to energies and activities I found favor with. What I was very sure of was that everything I was experiencing would be significant as I settled into my life work. As a critical thinker I was a surprise to acquaintances who knew me as an artist and craftsman. As for the people who regarded me as an activist and spiritually inclined person, it was shocking to hear my global perspective and to see the variety of people who sought out my company. As for people who participated in my workshops and lectures; it seemed a far stretch for me to be a trained tailor and designer. As for me it was all connected. I also take pride in being original and malleable. As my life work became lectures, seminars, and workshops; I was able to address issues from many disciplines and categories. The issue is centered on the histories and the belief systems other people live with. When human beings meet humans who share very few of their beliefs it can be a barrier to ones earning power, social growth and social appeal. YBNB: What else can you tell us about your work that we wouldn’t otherwise know? The work of one who lectures and motivates is often commercialized and thought of as hype. What I have experienced are moments when former participants approach me and tell me… something I said or suggested gave them courage or helped them grow. I am encouraged by the meaningful changes people make to support their growth and the growth of those they love and care about. YBNB: Who or what has inspired you to devote your life to your work? How did they or it serve as an inspiration? FM: Some 50 years ago while participating in a Junior Achievement Convention I heard a speech which would set the tone for the rest of my life: “I do not choose to be a common man. It is my right to be uncommon if I can…” ~ Dean Alfange YBNB: If there was anything you could tell yourself when you first began your journey, what would that be? FM: Every question you pose will not be met with an answer. You must learn to think for yourself.
“A blue pinstriped suit is the quintessential staple. A baby blue shirt and a mosaic tie, is elegance and it says you have a balanced mind.� ~ FM
“Separates are not for the meek. It is for the blended man. This type of fashion sense is doesn’t come overnight. This approach is about discipline and freedom.” FM
What would you like to tell our audience of entrepreneurs that are just starting out? Human beings must learn to manage their chaos, while learning to be involved in change. Change is and will always be on our schedule.
Secret to Success Tap into what comes natural to you, then master that skill. Some entrepreneurial journey’s involve multiple twists and turns that when looking at them in a straight line it doesn’t make sense. In hindsight, without the events occurring the way they did, the true success could not have occurred. Becoming someone who adapts easily to change will aid in your ability to make quick yet strategic decisions for your business. Use your real life experience from various situations to provide you valuable insight.
“Tap into what comes natural to you, then master that skill.”
Mastering what comes natural to you and learning from your life experiences can provide you a competitive edge in the market. It’s the uniqueness of your experience, knowledge, and ability to adapt to change that will support growth and evolution in your entrepreneurial journey. This secret to success was provided thanks to the San Diego Urban League. Learn more about their workshops by clicking the following links, Home Buyer 101, and Financial Planning. Contact Info: Website: Phone:
There’s one word that stands between you and what you want? And that’s
TRUST! My job is to get you ready to receive all that you want, so people who want to give you those things, will trust you will pay them back.
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Taking control of your health is the ultimate health care plan!
Breakfast of Champions By Noelia Aquino Morning Rituals that make your day The immune system has been the talk of the show ever since the Coronavirus outbreak started and we’ve all been staying at home because of quarantine. The immune system is a complex network of cells and proteins that help fight against infections. It attacks germs in the body and helps keep us healthy. Eat more fruits and vegetables They provide good sources of vitamins and minerals that your body needs. Those such as: Vitamin A, C, E, B Complex, selenium, zinc, iron and folic acid. Consuming more of them and a variety will help maintain a healthy immune system, gut, and aid in digestion. If you’re worried about fresh fruits and vegetables not lasting long, frozen and some canned ones will do just fine! They still hold most of their nutrients and fruits and vegetables are frozen at their peak ripeness. Consume enough vitamin C Vitamin C is important for a healthy immune system response. Our bodies cannot make vitamin C, so we have to consume it in the foods we eat every day. Foods rich in Vitamin C and other important vitamins and minerals that will boost your immune system are: citrus fruits (oranges, lime, lemon, grapefruit, etc.), papaya, kiwi, spinach, red bell pepper, kale, brussels sprouts, ginger, turmeric, strawberries, broccoli just to name a few.
5 Steps to Turn Social Media Followers into Brand Ambassadors Your social media following, if used properly, is a goldmine for your B2B marketing efforts. The people who have actively chosen to “Like” or “Follow” may very well be the ones to take your company’s message to the masses. Of course, you have to get them fired up, to do just that, and turn them brand ambassadors.
According to CMI’s 2016 B2B report, 77% of B2B marketers are making brand awareness their top goal in content marketing, so in order for your business to stay competitive, you’ll need to optimize your brand awareness strategy. One of the best ways to do this is to turn your social followers into brand ambassadors. By implementing smart relationship-building tactics to identify advocacy opportunities, getting your followers to “sell” your brand for you will be a cinch. Here are five steps for taking your social followers and transforming them into spokespeople for your brand. 1. Reward Your Followers in Small Ways Anyone who has a kid (or a dog) knows that a great way to reinforce “good behavior” is by giving a reward. So when your social followers show slightly more than the average amount of engagement within your social posts, reward them! Use a good social media marketing tool to assess how much certain social followers are engaging with your posts. Perhaps some are constantly retweeting your blog links, asking questions on Facebook, or writing more than just one or two sentences in reply to you in a LinkedIn group. Those individuals are prime targets for you to bestow rewards on.
Rewards can be small and common-sense, like following back those who follow you, making a point to engage once one of your followers opens up discussions with you. Or maybe something bigger, like asking their opinion in other discussions, or tagging them in relevant blog posts. 2. Reward the Most Engaged Followers in Even Bigger Ways Rewards can be big as well, and should be reserved for your most loyal followers, who have built up a social media “friendship” with your brand over the course of weeks or months. Perhaps, depending on the nature of your B2B products and services, you can offer early access to new features or invite them to participate in beta releases. If you happen to be in the same geographic location, you might also invite them to an office meeting or networking events focused on common professional interests and goals. Building relationships, and solidifying them through consistent engagement and rewards, is a great way to get your followers thinking about how they can help you in return. 3. Let Followers Create Your Content For You Even after you’ve developed solid relationships with your social followers, they still might not immediately take the next step of spreading your brand message organically. So, spread the word about them. How to do this? Let them be your partners in creating content. By sourcing user-generated content (USG) from your social media followers, they’ll become increasingly connected and interactive with your brand. This means great things for your lead generation, because 92% of consumers trust “earned media,” including peer recommendations, above advertising. And, as they produce content that enhances your brand’s profile, they
get more exposure themselves. It’s a win-win for all involved. There are several key ways to source UGC, making both your content creation work easier and creating fertile ground for brand ambassadors to rise: •Curate the content of your most engaged followers. Content curation is a great way to extend your content marketing efforts efficiently. Look among your social media followers and take note of the most talented and prolific publishers—in the B2B realm, many are likely using social to build their own brands. Using your content curation tool, once you’ve identified a blog post, video, or other content piece that fits with your brand message, add it to a queue of pieces you’ll feature in a blog post. •Source content from your fans directly as guest bloggers. Again, after identifying a follower who exhibits high levels of engagement with your company, invite him or her to do an exclusive guest blog post for you. This can only help build that follower’s audience, as well as create opportunities to draw him or her into familiarity with your brand, taking advantage of the reciprocity principle. Of course, it doesn’t have to be just a guest blog—it might be an “interview” style piece consisting of questions about a burning industry issue, or a video blog about that person’s take on your brand’s primary offers. •Collect insights from social media engagements and turn them into content. Has someone said something particularly enlightening in a LinkedIn post? Did they tweet you with a relevant article? If so, use those nuggets of information in some of your new blog and social media content. Give credit, of course, to those social followers of yours that first brought the new info to your attention. After you’ve established a rhythm of sourcing content from your followers, you’re introducing mutual benefits into the relationship that will go a long way towards their eagerness to talk up your brand on your behalf. 4. Form Real-World Connections The final step in getting your social followers to be brand ambassadors: get to know them in the real world. Real-world connections can be extremely powerful and beneficial for any B2B brand. Rather than just being a brand name behind an office building, people will get to know you as real live human beings who are passionate about a product or service. While you shouldn’t just make real-world contact with influencers, connecting with people on social
that already have a powerful platform and marketing savvy themselves can work wonders for your brand. Here are a few of ways you can build visibility through real-life alliances with your most active social media followers: •Host webinars together. The next time you put on a webinar or other informative video content for your customers, invite relevant professionals you’re connected with socially to participate. Especially if potential customers see their peers sharing valuable knowledge while enhancing your brand’s image, they’ll be much more likely to convert. •Attend industry conferences and networking events with them. Invite your high-profile followers along to industry networking events. At in-person events, your marketing staff plus an influencer make an unbeatable combination for your brand visibility. •Offer speaking engagements on your home turf. Do some of your social followers have a peculiar expertise in processes or technologies that are relevant to your employees? Have them over to your office to host a meeting for your company. Getting out into the real world with your highest-profile social followers is what will take your brand visibility to the next level. 5. Form Strategic Partnerships and Joint Ventures with Brand Ambassadors For your highest-value relationships, take things to a new level: bring them into your business with proposals for a joint venture or partnership. Think about your high-profile social contacts: among them, you’ll likely find an innovator or influencer in your space that might make a great candidate for a partnership. Such an arrangement might bring your B2B brand a much bigger audience than you could have envisioned before. B2B marketing directors should get R&D, sales and C-level executives involved in roundtable discussions about the possibilities. Once principal stakeholders see the value in extending the business in this way, you just might strike gold for your brand awareness and market share. There you have it: 5 steps to build relationships via social media marketing that will get your brand into segments of the market you’ve never reached before. And that means more leads, more customers, and more revenue.
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