We recently connected with Sterling McKinley and have shared our conversation below.
Hi Sterling , thanks for joining us today. How did you come up with the idea for your business?
After graduating from college, my first job was in radio sales. It was tough because the job was entirely commission-based, so I felt the pressure to make as many sales as possible. One positive aspect of the job was that I had the opportunity to meet with hundreds of small business owners and understand the challenges they faced. They were all looking to gain more exposure, and although advertising on the radio made sense, they were concerned about improving their websites and digital presence. This was back in 2006 when digital marketing for business owners was really starting to catch on. Many of the business owners felt lost and didn’t know where to start. I saw an opportunity to help them understand how to use websites and digital marketing. After only 8 months and saving up $3,000, I quit my job at the radio station and went into business full-time as a designer/digital marketing specialist. I’ll never forget turning my walk-in closet in my one-bedroom apartment into an office and buying a computer off of eBay to start my business. Everyone said I was crazy, but deep down, I knew it was the right decision. Now I am honored to serve as the DMV Grow with Google Digital Coach. This program ensures that all small business owners can take advantage of the opportunities created by technology. We provide free, hands-on training in various areas, such as AI and search engine optimization.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’ll never forget my father; he was always asking us early on what we wanted to do with our careers. I remember one day in sixth grade, sitting in the back of the car at a stop light. He turned around and asked me what I wanted to do. I panicked because I was not sure, but the first thing that came to mind was marketing. I love that I know that marketing would be my passion. Eventually, marketing evolved into digital marketing, and I saw the potential of the internet back in the late ’90s and how it was going to connect and change the world. Digital marketing can be a very complex task. I think the thing that sets me apart from other companies is that I explain digital marketing in a relatable, simple, and not technical way. This has empowered small business owners to fully understand digital marketing and how it can apply to their business. Also, at heart, I am a teacher, and seeing the light bulb go off in small business heads when they understand the marketing and how it applies to the business is rewarding.
What’s been the most effective strategy for growing your clientele?
About 10 years ago, I stumbled into public speaking because I was looking for a way to distinguish myself from everybody else in my market. I find that public speaking establishes you as a thought leader and naturally draws people to you. I have discovered that people are tired of being sold to; instead, they want to be informed about a topic that helps them make a decision. Public speaking can take different forms. I have a podcast, book, live streams, and a YouTube channel, and I am also a sought-after public speaker at events. Not only is public speaking a great way to gain more clients, but I actually enjoy it because at heart, I am a natural helper, and I view my public speaking as a way to help other business owners.
How did you put together the initial capital you needed to start your business?
My first business was 100% self-funded. My first job only paid $30,000 per year. I made sure to keep my expenses down and save whatever money I could. Over 8 months in my first job, I was able to save a little over $3,000. I also turned my walk-in closet in my one-bedroom apartment into an office. After that, I put all the extra money into my business. The one bright side is that, having a digital marketing business, I did not have much overhead or supplies. I just had my desktop computer, laptop, and cell phone. I used these simple devices to build my business and attract new clientele.
Contact Info:
- Website: https://sterlingmckinley.com/
- Instagram: https://www.instagram.com/thesterlingmckinley/
- Linkedin: https://www.linkedin.com/in/sterlingmckinley/
- Youtube: https://www.youtube.com/channel/UCus9fdkIMVyFFjivZmjfLrw
- Other: Grow with Google Digital Coaches Program: https://events.withgoogle.com/digital-coach-dmv/