Why Digital Marketing is Important for Black Businesses

Odd Media Solutions

How can we successfully increase Black Business Ownership in America?

Digital Marketing Could be the Light at the End of the Tunnel

Marketing is fundamental for doing business in any industry. And with more than half the world active online because of the pandemic, digital marketing is just as, if not arguably, more essential than traditional methods (like tv ads and billboards, which are costly). This is because in order to successfully run any business, you have to make profit and keep the coin coming in. The only way to keep the coin coming in is to consistently present your product/service to your target buyers and position your brand to be relevant in different parts of their lives. Online is the place to do it. Companies like McDonald’s recognize this best, shelling out more than $600M partnering with agencies to create cultural moments in 2020. One of the most memorable: The Travis Scott Meal, which was so successful, it was followed up with the “Saweetie Meal” this year. It included a signature meal combo of items they already had on the menu, tv & streaming commercials, trending social media content and even merch. Now, when I speak of ‘culture’, I'm referring to what they call ‘popular culture,’ which is predominantly...basically Black American culture. In this post, we’ll talk about why digital marketing is so important for Black Businesses and how we can be successfully position our brands to be a part of the "culture."


Digital Marketing is important for Black Businesses, mainly, because cultural moments - like the McDonald’s x Travis Scott Meal - solely benefit large chain corporations while heavily leveraging the Black community. Furthermore, these types of campaigns thrive on Black consumption, Black cultural resonance and Black influence (with Black celebrities at the center). 

It's rumored that Travis Scott made $20M and confirmed that McDonald's added $10B to their Market cap from the McDonald's x Travis Scott Meal campaign.

While BOB’s can only dream of coming close to obtaining the amount of capital that chain corporations (and even other SMB’s) spend annually on marketing, digital methods make it more realistic and cost efficient to trend on Social Media, create celebrity connections, and ultimately achieve that mutually beneficial relationship with the Black community. 48% of African American households shop online (11% more than average), Black Americans spend the most time on their smartphones compared to the total population and we’re nearly three times as likely to support our favorite brands on social media. On the contrary, only 20% of Black American Businesses make it to the 2 year mark, while 70% of all U.S small businesses (SMB's) do. Additionally, more than 50% of U.S SMB’s make it past what we call the “Start-Up” stage, which is three years, and just 4 -- yes! 4... F-O-U-R percent of Black Businesses do.


A small bit of research on Google will quickly identify disproportions in funding, discriminations rooted in business practices, lack of access to resources and layers of racial roadblocks embedded in the system as the root to the staggering difference in these numbers. Sadly, they exist in everything from healthcare, to education, to job opportunities, to representation in the entertainment industry, and community aid. The most important thing we can do as Black Business owners is to change the landscape of what is available and accessible for Black people to purchase and support - allowing us to use our buying power for our own good. Digital marketing is the easiest and fastest way. 



What exactly is Digital Marketing? 


Digital Marketing is any form of marketing that exists online. Some of the most popular forms include Social Media, Websites and SEO, email newsletters, podcasts, vlogs and blogs, like this one. Promoting your brand on the internet is surprisingly not that expensive, easy to do, and has the potential to yield a crazy high ROI. There are so many free resources these days that even if you don’t have a ton of extra money to dedicate to marketing, you can still self-teach and find a strategy that works for your brand. Your Black Business will not survive offline.



How do I successfully implement a Digital Marketing Strategy for my Black Business? 



Well, like any other business operation, there are a few ways to successfully go about digital marketing. You can either try to learn the skill yourself, invest in reskilling or upskilling a current team member, outsource to a professional contractor/agency, or you can find a unique combination that works for you and your circumstances. Regardless of which route you decide to take, it’s important to understand the potential value and to keep a few key things in mind. Working with primarily BOB’s, I'm fully aware that price is the main concern for most of us. Luckily, there are endless free and low-Cost resources at our fingertips. 


Things to remember when self-teaching or upskilling: 


At Odd Media Solutions, anytime we take on a new project, we ask a series of discovery questions that help us identify which Digital Marketing methods to focus on. The first step of our onboarding process requires every client to undergo an Oddit. Besides budget, we consider the brand’s mission, their current digital footprint, buyer personas, company goals and industry data amongst other things. This allows us to develop a custom strategy that consistently engages your ideal buyers with content that resonates and inspires action. The 3 C’s - Consistency, Community and Content- solely determine the level of success any digital campaign can achieve. 






Consistency - Just like with anything great, a successful digital marketing strategy takes time to develop. Nothing is going to happen overnight. The internet is a constant flow of new information, so in order to remain relevant and present in the mind of your consumer, you have to consistently engage with them online. Otherwise, you’ll lose attention and attention is crucial for what I call “Big Business Moments,” like launches and new releases. Moreover, activity and engagement are main factors in social media algorithms. Their goal is to keep users on their platforms for as long as possible. Meaning that the longer your content keeps people entertained and engaged, the more they show your account to your audience and new users who may be interested in your page. In essence, the relationship with your buyer can not end at the point of sale. You must build rapport and form a long-term connection with your audience online that sustains your business in real life. I dive deeper into the importance of consistency and the 3 C’s in our Odd Media Guide to Social for Black Business Owners, available October 31st. I also give tips and tricks for growing your business on Social Media, establishing cultural relevance, mastering algorithms, creating killer content and much more. Be sure to pre-order and take advantage of the pre-launch price of just $99. 


Community, 


Content



Things to remember when you’re ready to outsource: 


explore options- build rapport early, communicate what is important to you, talk about roi - not $$ (or focus on, rather)


In closing, talk about how black businesses are more likely to hire black, recirculate the black dollar and are located in black communities where they can make the most impact and inspire. Talk about how it’s up to us to change the future for our children as far as representation. Our BLK digital network works to connect black businesses to chain corporations so that it’s easier for us to be a part of these cultural moments. There is plenty for everyone to eat and there's an immense responsibility on successful businesses to open doors and create opportunities for more success among us. For example, in the McDonald’s x Saweetie Meal promotion this year, a Brandon Blackwood purse (popular Black-Owned handbag company in New York) was featured in the background of the commercials and in a Social Media giveaway. This was an amazing collaboration that I’m sure was very lucrative for his brand and also increased the relevance of the campaign for Mcdonald’s as the bags have become popular and trended online over the last couple of years. As of today, his Instagram sits at right under 450k followers and his most popular bags remain sold out on his website. Mutually beneficial brand relationships like this can bring us one step closer to closing the Black-White wealth gap in America and creating generational wealth for Balck people. 


Regardless of whether you’re currently capable to teach yourself or afford to outsource, remember that Rome wasn’t built in a day and that we all have to start somewhere. Properly marketing your business online 



By Odyssey Weathers February 3, 2025
A year ago, we set out on a mission to create something special—a space where people from all walks of life could come together, grow in their relationship with God, and support one another through fellowship. What began as a simple idea has blossomed into a thriving virtual community, and as we celebrate the one-year anniversary of our weekly Bible study, I can’t help but reflect on the incredible journey it has been. A Vision for Connection The inspiration for this Bible study was born from my time in Los Angeles, where I was fortunate to be part of a church community that was as welcoming as it was transformative. It was a space where judgment had no place, and people could come as they were to seek God and grow in faith. After moving away, I missed that sense of connection and purpose and felt called to recreate it—this time, virtually, so anyone could join no matter where they were. Alongside my long-time friend and Odd Media Solutions team member, Maggie Blissett, we launched our virtual Bible study with just a handful of participants and a simple goal: to create a judgment-free zone where people could seek out God, ask questions, and find encouragement through community. A Year of Growth Over the past year, this initiative has grown beyond what we could have imagined. What started as a small group has expanded into a diverse community of individuals from different cities, backgrounds, and life experiences. Every Thursday at 7:30 PM EST, we gather on Google Meet and Meta Live, united by a shared desire to reconnect with God and discover His plans for us. Each week, we explore Scripture, share insights, pray together, and support one another through life’s challenges and triumphs. It’s not just a Bible study—it’s a family. We’ve celebrated wins, walked through struggles, and grown not only in our understanding of God’s Word but also in our love and appreciation for each other. No Titles, Just Heart I want to emphasize something important: I’m not a pastor or a theologian. I’m just someone working every day to strengthen my relationship with God. This Bible study is not about being perfect or having all the answers—it’s about coming as you are and growing together. Maggie and I are simply facilitators of a space where God does the real work, and we’re continually amazed at how He moves through this group. Why It Matters In a world that often feels divided, this Bible study has been a reminder of the power of community and faith to bring people together. It’s a space where you don’t have to have it all figured out, where your questions are welcomed, and where your story matters. For many of us, Thursday nights have become a weekly reset—a time to reconnect with God and find peace amidst life’s busyness. An Invitation to Join As we celebrate one year of this incredible journey, we want to extend an invitation to you. Whether you’ve been a part of the group since the beginning or this is your first time hearing about it, you are welcome here. You don’t need to have all the answers, and you don’t need to be “perfect” to join—just come with an open heart and a desire to grow. We meet every Thursday at 7:30 PM EST on Google Meet and Meta Live. All you need is a device and a willingness to show up. It’s that simple. Gratitude and Hope  As I look back on this past year, my heart is full of gratitude. I’m grateful for Maggie, whose partnership has been invaluable, and for every single person who has joined us on this journey. I’m grateful for the moments of vulnerability, the lessons learned, and the faith that has grown. Most of all, I’m grateful to God for showing up week after week, guiding us, and bringing this community together. Here’s to another year of seeking, learning, and growing together. We hope to see you Thursday night.
By Odyssey Weathers January 9, 2025
From “Big Shot” Job to Big Purpose in corporate america Today, I am thrilled to share an incredible milestone in my professional journey: my promotion to Program Launch Manager at Evidence in Motion (EIM). This moment is deeply meaningful, as it reflects not only personal growth but also the support and culture of innovation that EIM embodies. When I joined EIM in August 2023, I was coming from a time of professional uncertainty, having been laid off from what I now consider my "big shot" job in Los Angeles. That role, while glamorous and rooted in the entertainment industry, left me feeling unfulfilled and undervalued. As a Black woman and a marketing professional, I often found myself questioning whether my contributions were truly seen. At EIM, however, everything changed. From the moment I began the interview process, I could tell this was a different kind of workplace. The discussions were meaningful, the team was welcoming, and for the first time, I felt my entrepreneurial efforts through Odd Media Solutions were not only acknowledged but celebrated. EIM valued my creativity, my ideas, and my ability to innovate. In my initial role as a strategist, I was tasked with launching a new Doctor of Occupational Therapy program in Southern California—a place I had just moved back to Kentucky from. It felt like a divine alignment. The work was challenging yet rewarding, and I was given the freedom to truly make an impact. Over time, I took on additional programs, managing marketing strategies for four different initiatives, each with its unique complexities and opportunities. This included developing organic social media campaigns, email marketing, event planning, assisting with creative asset production ad digital ads, and much more. Through it all, EIM has been the epitome of an exceptional workplace. From small but meaningful gestures like notes of appreciation from upper management to major accommodations like flexible work arrangements, the company has consistently shown that it values its employees. The marketing team, in particular, has been a source of inspiration. They are not just colleagues; they are collaborators who constantly push boundaries, innovate, and bring fresh ideas to the table. EIM’s commitment to fostering diversity and inclusion is another aspect that sets it apart. When I expressed the need for more representation in our team, they listened. This promotion, in many ways, feels like a testament to their willingness to invest in diverse voices and perspectives. As a Black woman, I understand the weight of this opportunity. According to recent studies, only 4.4% of black women work in management in the U.S. This stark underrepresentation underscores the importance of organizations like EIM, which are taking active steps to change the narrative. As Program Launch Manager, I am excited to focus on creating strategies for new program launches, ensuring our team is set up for success. This role challenges me to innovate and build from scratch—a challenge I embrace with gratitude and determination. I am inspired by trailblazing Black women like the members of the 6888th Central Postal Directory Battalion, NASA’s "Hidden Figures" mathematicians, and countless others who paved the way for us to break barriers in all fields. EIM’s leadership in healthcare marketing is unparalleled. Their human-centered approach, dedication to innovation, and commitment to equity make them a shining example of what corporate America can and should be. I am immensely proud to be part of this team and to contribute to work that not only transforms education but also makes a lasting impact on the communities we serve. Here’s to a bright start to 2025, continued growth, and making a difference—together. Cheers to EIM, my incredible colleagues, and to all of us striving for excellence in our fields. May we recognize our worth and run toward everything we are owed as heirs of Jesus Christ.
By Odyssey Weathers January 3, 2025
The Gospel of Jesus teaches values that often seem countercultural, like humility over pride, service over self-interest, and generosity over greed. Jesus described His Kingdom as "upside-down" because it flipped worldly priorities on their head. In a world focused on accumulating power and wealth, Jesus emphasized love, service, and community. When applied to entrepreneurship, these principles offer a powerful framework for creating businesses that serve others and make a meaningful impact. Understanding the Upside-Down Kingdom and Entrepreneurship In Jesus’ time, leaders were expected to dominate, but Jesus taught that the greatest leaders are servants. He said, “The Son of Man did not come to be served, but to serve” (Matthew 20:28). This concept can reshape how we view entrepreneurship. Instead of seeing business solely as a way to earn money or gain status, we can approach it as a way to serve people—customers, employees, and communities. Entrepreneurs have the unique ability to solve problems, meet needs, and improve lives. This aligns with the Gospel’s call to love your neighbor and use your talents for the greater good. For example, creating a business that provides clean water to underserved areas or mentoring aspiring entrepreneurs from marginalized backgrounds mirrors Jesus’ emphasis on lifting others up and restoring dignity. Entrepreneurship as a Modern Expression of Service Creating Solutions That Help Others: Entrepreneurs identify gaps or struggles people face and provide solutions. Whether it’s developing a product, offering a service, or starting a nonprofit, the goal is to create something that adds value to others' lives. This reflects Jesus' teachings on loving and caring for others. Providing Opportunities for Growth: Just as Jesus empowered His disciples to spread His message, entrepreneurs can empower their employees and communities. By offering jobs, mentorship, and education, businesses can become vehicles for transformation and hope, particularly in areas where opportunities are scarce. Reinvesting in Community: In the upside-down Kingdom, wealth isn’t hoarded; it’s shared. Entrepreneurs inspired by Jesus’ teachings can reinvest profits into their communities—supporting education, healthcare, or initiatives that uplift others. This shows that success isn't about personal gain but collective flourishing. Demonstrating Integrity and Love: Jesus modeled servant leadership, honesty, and compassion. Entrepreneurs who lead with integrity, prioritize fairness, and genuinely care for their teams and customers reflect this same ethic. This approach builds trust and creates businesses that leave a lasting, positive legacy. Purpose Beyond Profit Even for those unfamiliar with or uncertain about Jesus’ teachings, entrepreneurship offers a sense of purpose. When businesses are guided by a desire to serve and uplift others, they align with a universal human calling: to leave the world better than we found it. Whether your faith shapes this vision or you simply believe in the importance of community and care, entrepreneurship can be a profound way to make an impact. How This Serves Others and Honors God For those of faith, aligning your business with Jesus’ upside-down Kingdom turns your work into worship. It becomes a way to honor God by loving His people. For those without faith, this framework still provides a roadmap to create businesses rooted in empathy, service, and purpose. Either way, the result is the same: meaningful work that serves others and brings about positive change. By embracing the principles of humility, generosity, and servant leadership, entrepreneurship becomes not just a path to personal success but a calling to serve, uplift, and transform lives—just as Jesus taught.
By Odyssey Weathers January 3, 2025
Wealth is a key to security, opportunities, and access to political power. Yet, Black families in the U.S. possess 7-10x less wealth than their white counterparts, leaving them more vulnerable to economic crises. The COVID-19 pandemic made this disparity more apparent, as Black communities experienced higher mortality rates, job losses, and business failures. Over 40% of Black businesses have shuttered since the pandemic's start, contributing to employment challenges and the destabilization of Black communities. At Odd Media Solutions, we believe in turning this crisis into an opportunity for empowerment and transformation. As a digital marketing and social justice-driven agency, we are committed to building Black resilience by providing free and subsidized marketing solutions through the BLK Digital Network (BDN). By offering foundational support and high-quality content strategies, we help Black entrepreneurs grow their businesses and generate wealth. Systemic change begins with representation. We at Odd Media Solutions elevate Black voices, stories, and brands, helping them thrive in competitive markets. Our comprehensive services—content marketing, social media strategy, UX web design, and SEO—are intentionally crafted to connect Black-owned businesses with wider audiences, enabling them to create generational wealth and contribute to a more equitable economy. Our goal is clear: stimulate the Black economy by leveraging digital tools to amplify Black excellence. Through strategic partnerships and collaborations, we help our clients position themselves as thought leaders and grow their brands sustainably. Whether it's developing creative campaigns or executing long-term growth strategies, Odd Media Solutions stands alongside Black businesses to navigate and overcome the barriers that have historically limited their success. Join us in the fight to close the racial wealth gap. By partnering with Odd Media Solutions, you're not only investing in your business—you're contributing to a movement for social justice and economic empowerment. Together, we can create a future where Black communities, businesses, and individuals thrive.
By Odyssey Weathers January 3, 2025
Client: 1+1=U Industry : Nonprofit, Education, Community Empowerment Services Provided: Event Branding, Sponsorship Materials, Digital Marketing, Website Development, Social Media Graphics, Print and Digital Assets
By Odyssey Weathers January 3, 2025
Client: Love, Unity, and Values Institute (LUV Institute) Industry : Nonprofit, Youth Empowerment, Education Services Provided: Social Media Strategy, Event Campaign Support, On-the-Ground Event Support, Operational Process Consulting, Digital Marketing, Fundraising Campaigns
By Odyssey Weathers January 3, 2025
Client: Masonry Man (Ronnie Hazelwood) Industry : Masonry, Construction Services Provided: Business Strategy, Web Development, Social Media Strategy, Lead Generation, Customer Service Process Development, Branding
By Odyssey Weathers January 3, 2025
Client: Lex Project Prom (Asona McMullen) Industry : Nonprofit, Education, Community Outreach Services Provided: Website Design, Content Creation, Event Support, Fundraising Campaign Strategy, Marketing, Testimonial Capturing
By Odyssey Weathers January 3, 2025
Client: Change Today, Change Tomorrow (CTCT) Industry : Nonprofit, Community Advocacy Services Provided: Website Design, Social Media Strategy, Campaign Development, Digital Support
Share by: