We had the good fortune of connecting with Zavier Croft and we’ve shared our conversation below.
Hi Zavier, what do you attribute your success to?
I think it’s a mixture of persistence and being adept. I will never be completely satisfied with where I’m at in life or business and I use this to grow at least 1% every day. Success to me is personal and although I’m hard on myself, the goals I reach are achievements in my eyes!
I knew I was jumping head first into a world that I knew so little about, so I had to change my entire routine. When I started my agency I was lucky enough to meet a lot more experienced entrepreneurs early on and it was like my first day of school all over again…only this time I actually enjoyed what I was learning. I bought books not just to learn new skills in my field but to change my entire perception of any and everything and would connect with anyone I can find on social media who I thought I could learn from. I’m a fast learner and I was willing to shut up and listen to anyone who could show me the ropes.
Persistence isn’t always easy. I remember my old laptop had no screen when I first began the process. I had to use an HDMI cord just to register my business and do research. I don’t know how I found the patience but I didn’t want to wait any longer. I wanted it that badly. I found out persistence was even more challenging from cold calling. That to me was the most tedious part when starting my agency, that’s where most people would give up in my opinion. I would make 10 calls and hear 10 NOs. My persistence kept me going because I wasn’t going to take any more rejection. I was taught from a young age that instead of looking for handouts or waiting for an opportunity, I have to take what I want in this world, which has always stuck with me.
I also believe my authenticity helped me along the way. I told myself I never want to change how I look or who I am for a job. That’s why I didn’t go corporate (I was working towards that in college). I’m so grateful that I can enjoy what I do while being 100% me. In many eyes, professionalism still has a certain look and I do not fit that at all! I want to be a part of the many entrepreneurs who still kill it business-wise while being 100% them.
What should our readers know about your business?
When I started my digital marketing agency in Toronto, I wanted to work with streetwear brands-helping them scale in revenue using paid social media ads and email marketing. I love the streetwear culture and I knew I could help out a lot of smaller businesses. Although that was my goal at its inception, my agency was slowly transitioning into social media management and content creation services.
I got the opportunity to manage larger establishments and create content for public figures in the music and art industry. I went from running ads for small businesses to having to contact and connect with some pretty well-known people in all types of industries through socials. This worked out perfectly because I grew up with a deep appreciation for the culture. I knew all the classics and I always kept up with the latest trends. I’m an old soul that shared my growth spurt with social media and that’s a dangerous combo when it comes to marketing for a specific clientele. I’m able to relate to so many different audiences so the transition was easy. Instead of only selling a product, I now have to fully embody who or what my client is. That’s how I look at social media management. I knew how to tap into people’s emotions already, so it was more about how my client would deliver it. I help my clients maintain a relevant online presence and offer 24/7 engagement on all socials. If there are any proposals or important events, my job is to work with management to close those deals and create real-time posts/announcements.
During the switch, I closed my website because I was getting small business leads faster than I can update what I offer and the niche I’m working in now is more exclusive, word of mouth. I’d love to hire students interested in marketing so that my agency can continue to help these smaller brands, but right now I’d like to build more by myself. I’m super excited about where my agency is going because I get a taste of so many different industries. Working with magazines, radio stations, and art galleries, I get an inside look at how the more established companies operate and I get to communicate with the coolest people along the way!
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
A lot of my time in LA is spent in meetings, but my friends would probably want to check out all the “touristy” things LA has to offer. After we get that out the way, I would take them to one of my favorite areas to chill and that’s by Fairfax and melrose. After shopping, I’d take them to eat at Sweet Chick. I love their food but their drinks are even better in my opinion. We’d probably hit a few art galleries, I like Night gallery personally. I know my friends would want to hit a night club but I think LA house parties are better, especially in the hills. Since I’m not an LA native, I know I still have much to discover in the city, so I’m excited to do that!
Who else deserves some credit and recognition?
My family and friends. It’s a small circle but the support is massive. Also shoutout to anyone who has supported me along the way!
Instagram: Business: @marketmaniaempire Personal @Zavylaflare