"Remain nimble and don't get complacent."
Tamika Bickham Tweet
Tamika Bickham is the Founder and Chief Storyteller of TB Media Group, a video podcaster, and an award-winning TV journalist and on-camera host.
In 2014, she walked away from the career she worked so hard for — her career as a journalist in local TV news. By accident, she turned her love of telling stories into a full time business. On purpose, she runs a video and content marketing agency which tells visual stories for health & happiness brands.
In three years (full-time operation), Tamika has helped over 40 purpose-driven clients further amplify their impact by sharing the good they are injecting into the world. Some of these clients include Fiserv – a Fortune 500 company, University of the Virgin Islands – the only HBCU in the Caribbean, New World Symphony – the world’s only orchestral academy, and UM-NSU Center for Autism.
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Table of Contents
2021 and 2022 threw a lot of curve balls into business on a global scale. Based on the experience gleaned in the past couple years, how can businesses thrive in 2023? What lessons have you learned?
Tamika Bickham: Curveballs will always exist in life and business. As we near the end of 2022, we are looking at an approaching recession in 2023, which will inevitably throw another curveball at us as entrepreneurs. Here’s what I’ve learned as a newer business owner who’s felt the impacts of the Covid-19 and subsequent impacts.
1) Remain nimble and don’t get complacent. Covid impacted everyone and every business, which meant people were scared, businesses stopped spending, there was overall uncertainty among us all. Be prepared for that and be prepared for the impact that may have on your business. Think about ways you can pivot and also be flexible with your customers.
2) Give more than you get. People appreciate help, especially during difficult times. Of course, as business owners, we can’t just give things away for free. But think about creative ways you can help your audience and customers that doesn’t cost you money out of your pocket. When they have money to spend again, you will be top of mind.
3) Cut expenses. This is self-explanatory. The same way your customers are evaluating where to cut costs, you should too. You can’t outspend a recession.
4) Don’t stop marketing. Marketing tends to be one of the first places that businesses want to cut their budgets when times get tough. Marketing helps build the sales pipeline and when you cut off that supply source, your leads will dry up. A recession doesn’t last forever and there are customers who will still need your service or product. Take time to identify the new or existing opportunities that will arise and figure out how to adapt. Continue marketing accordingly.
5) Build relationships and spend even more time on this during a slower economy. This is exactly what I did during 2020 when business was literally shut down. I launched my podcast, which wasn’t intentional at the time, but it ended up paying off. Because of this, I build new relationships with people I wouldn’t have otherwise. I got in front of new audiences. I had honest, genuine conversations which opened new doors. People also had more time to have these conversations and ultimately connection is what we were all craving, and no matter the economy this won’t go away.
There are ways to continue to build your business during difficult times. It may take a little more patience and effort, but what business doesn’t require that?
The pandemic seems to keep on disrupting the economy, what should businesses focus on in 2023? What advice would you share?
Tamika Bickham: One thing that never goes out of style is authenticity. Be the real you and share that with your audience fearlessly. The pandemic showed us more than ever that people crave connection and they want to connect with people and businesses that they relate to, or feel aligned with. This is the power of building a personal brand.
You could say it’s called building a business, but it’s really how you build relationships. That’s what we focus on through content marketing. Who you or your business is won’t change no matter the economy. So your values, your mission, what you believe in should be baked into you marketing and your messaging. Continue sharing that with you audience and they’ll stick with you. Even better, your audience will grow with more of the right people.
How has the pandemic changed your industry and how have you adapted?
Tamika Bickham: Interestingly enough, the content marketing industry — in which we specifically focus on video storytelling — grew a lot during the pandemic. Of course we felt the initial impacts of the shut down, but after a couple of months, our clients needed to find new ways to engage with their customers in the digital space and through digital content.
In comes the great resignation, and companies are having a harder time keeping their staff in a now remote world. There are ways that you can build loyal employees and also customers, but this comes when you have established genuine, authentic connections.
One of the primary ways you can do this is through content marketing, telling stories, or creating connections through powerful mediums like video. We’ve continued supporting our clients on their mission to share their stories and stay visible with their audiences.
What advice do you wish you received when the pandemic started and what do you intend on improving in 2023?
Tamika Bickham: Plan for the unexpected. I think we were so caught off guard. We had such momentum when the pandemic hit, and the onset sent that all to a screeching halt.
Since then, I’ve developed other revenue streams to help support slower periods — a way of developing quick wins or quick cash infusions during difficult times. That’s what I’d say I’m always looking at when times are slower, or the unexpected inevitably happens again.
Online business surged higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for 2023?
Tamika Bickham: My expectations are that in person events will continue to surge again. People were tired of being couped up. There is something about in-person interactions that can’t be replicated online.
As a content marketing agency, a lot of what we do is online, but not all of it is. So, we are excited to see our in-person with at events and video shoots pick back up. I think there will be a balancing out of 100% remote to more hybrid models in both the workplace, in entrepreneurship, and meetings.
How many hours a day do you spend in front of a screen?
Tamika Bickham: Hah — too many! Maybe I’ll make that my 2023 resolution — to cut down.
The majority of executives use stories to persuade and communicate in the workplace. Can you share with our readers examples of how you implement that in your business to communicate effectively with your team?
Tamika Bickham: I love this question! Well — stories is exactly what we do. Stories are actually my number one passion. My background is as an on-camera TV journalist, who most recently worked at WPLG-TV, the ABC affiliate in Miami, Florida. I always like to say, I got into journalism because I love storytelling and I got out of journalism because I love storytelling. It’s not because journalists aren’t storytellers – they definitely are. It’s because the landscape of the journalism business has changed so much over the last several years. The 24-hour news cycle doesn’t allow the time for creative, in-depth storytelling. With the rise of social media, suddenly everyone became a storyteller — and brands need to do it too.
As professionally trained journalists, we practice what we preach by telling our own stories, but we also do this for our clients. We use a journalistic approach to uncovering our clients’ unique value proposition and also the values that set them a part, aligning with their customers. There is always a “why” behind why every business starts — and it’s important to share that with your stakeholders. Again, this builds trust and rapport and also loyal customers. We help our customers do this, but we also do this for our own business.
Our values are health, happiness, and human connection. We also share this on our website and regularly with our team. It’s just as important that your employees know your values, as it is your customers.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as the real challenge right now?
Tamika Bickham: I see the impending recession as the greatest challenge right now, but on the other side of every challenge is an opportunity. So, we are working through what some of those opportunities are.
In 2023, what are you most interested in learning about? Crypto, NFTs, online marketing, or any other skill sets? Please share your motivations.
Tamika Bickham: I’m most interested in learning about ESG initiatives — Environmental, Social, and Governance. We work with corporate companies on their CSR initiatives as well as their ESG initiatives.
Companies are more committed to their values than ever, and I think now they are most committed to sharing what those values are. That’s where our storytelling skills come in. I’m committed to learning more about companies’ values, what they are committed to improving in the world, and how we can help with messaging those commitments.
A record 4.4 million Americans left their jobs in September in 2021, accelerating a trend that has become known as the Great Resignation. 47% of people plan to leave their job during 2022. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued and misunderstood in the workplace. Do you think leaders see the data and think “that’s not me – I’m not that boss they don’t want to work for? What changes do you think need to happen?
Tamika Bickham: I’m not sure what other leaders think. I know that I’ve been the employee that has felt this way in the workplace, and I’m committed to not creating this environment in my business. I think leaders need to feel comfortable communicating their values, and also asking questions.
Don’t be afraid to send out surveys asking for feedback. I’d also say be understanding that you work with people, and each person is different. It’s important to see them that way, and treat each person accordingly. Lastly, I’d say it’s okay to be vulnerable and honest with your team.
As leaders, we are not perfect. We are all humans. If you have the right people on your team, they will understand that when you have humility. When you make a mistake, own up to it. Or if you don’t know something, that’s ok to share with your team too. I think it helps create an environment of, “we are all in this together”.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Tamika Bickham: Hmm…that’s a tough question. Maybe it would be the power to get 10 hours worth of work in just 1. More time = more money = more freedom!
What does “success” in 2023 mean to you? It could be on a personal or business level, please share your vision.
Tamika Bickham: Success this year looks like creating a working environment that others want to be a part of. 2021 was especially busy. We had our biggest month in December of 2021, but it left me nearly burned out and wanting to burn my business down.
Success this year looks like refining our systems, finding the right support to help us continue our mission, and continuing to work with aligned clients who we can help amplify the impact they are making in the world.
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Tamika Bickham for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Tamika Bickham or her company, you can do it through her – Linkedin Page
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