3 Creative Ways to Market Your Startup Business in Canada for Little to No Costs

Caterina Lipardi
Jul 28, 2017 · 5 min read
Photo by Sean Colclough

Is your Startup business up and running but clients are not lining up at your door? If your monthly expenses seem to be adding up faster than your sales, consider investing more time — and a little money — into marketing your new business. Here are 3 creative ways to market your Startup business in Canada for little to no costs.

1. Never Underestimate the Power of Word of Mouth

Outstanding Customer Experience Makes the Best Kind of Marketing

The expression: “let your product speak for itself” might be cliché, yet it does not mean it is untrue. Focus on your clients. What do they need and how will you get it for them? What do they expect to gain from purchasing your product or service? Fulfilling your clients’ expectations will leave them wanting to come back and, more importantly, wanting to share their great experience with others.

That being said, as Cathy Kuzel would argue, “the only way your work speaks for itself is if someone is listening”. You can have the absolute best product out there, but no one will buy it if they don’t know you exist.

Open up: Talking About your Startup Business is Free and Very Effective

There are two types of new entrepreneurs. There are those who, when asked, remain so vague about their Startup business, that they leave people wondering what it is that they actually do. On the other side of the spectrum, there are the kind of entrepreneurs who are so excited about their new project, that they continually bore everyone at dinner parties talking about every single little aspect of their business. Unless you are a top-secret national security agent, talking to others about what you do is always a good idea. However, it is imperative that you learn how to talk about your new business. People in your immediate circles can become clients or, better yet, advocators of your product. If you want people around you to spread the news about your business, you need to provide them with the right tools to do so. Be clear, precise, engaging, and inspiring. Easy enough?

Here are two examples of what new entrepreneurs could answer to the question “what do you do?”. Which of these fellows (Mike or Gerald) do you think will inspire the other person and perhaps even get them to recommend the Startup to colleagues and friends?

Mike:I just started a small business. Mostly, I do online marketing”.

Gerald:Actually, I just launched a new online marketing company for local businesses. I focus mainly on not-for-profit businesses and social enterprises. My main goal is to help them grow quicker, and therefore, make more impact on the community in need.”

The above examples might be simplistic but they certainly reveal how to talk about your business. In this example, Gerald clearly stated what he and his business are all about, and he did so quickly and without jargon or complicated explanations. Plus, he was likable and engaging! He talked about is aspirations, and that engages people. Telling people what you are into will almost always generate interest — that is, if you do it in less than a few minutes.

Unless Gerald is a natural-born speaker, his concise and well-spoken speech did not come out of thin air. He obviously took time to think about his business and personal aspirations. Devoting time to developing a mini “pitch” might feel silly, but it can turn-out to be very beneficial in the long term.

2. Become the Go-To Expert: Gain authority in Your Field of Expertise

Be “The One”

Every year, companies invest millions into trying to convince consumers that they are and offer “the best”; best quality, best prices, best results — consumers want number 1, or at least the illusion of it. Even your local discount store promises the best: the absolute best price. Whether you are selling a product or a service, you will most likely get more sales if you are considered an expert at what you do. The idea behind this is to have consumers automatically think about your product or service when the need arises.

Éric Pichette, founder of Qualinet built his company on this idea. Right from the start, Pichette’s marketing strategy was to set his business up as the one to call when disaster strikes. Pichette did this beautifully. Although there are dozens of companies specialized in disaster cleanup and restoration services in Quebec, consumers around the province tend to automatically think to call Qualinet following a flood, or any other kind of major disaster cleanup involving their property.

Go Out There and Meet Your People

Many small business entrepreneurs make a name for themselves in their field of expertise by going out there and meeting their target demographic. This can be done physically (by becoming a guest speaker at local industry conferences, joining networking groups, or participating in specialized trade shows) or virtually (by setting up an interesting blog, writing industry related articles, or being active in Social Media).

Most of these strategies are free or of very little cost; they simply require that you invest some of your time and know-how. Although these activities might feel unrewarding, they are not — and they should not be taken lightly. Participating in a trade fair or posting a new You Tube video both have the same ultimate purpose: present your business to your target demographic. For this reason, all that you do that has your company name on it should be planned, professional, and true to the brand that you are trying to build.

Too many small business owners set up social media accounts or blogs but do not update them regularly. Remember that these are marketing tools that can generate leads; venues that direct potential clients straight to your business. It’s best, for example, to set up only one social media account and grow its reputation, rather than having several irrelevant accounts. Tools like Hootsuite can also a good way to help you manage your social media.

3. Be Charitable — It Pays Off

Donating money to charity might feel impossible for a Startup, but there are more ways than one to be philanthropic. Getting involved in local events through sponsorship, volunteering, or providing free products or services is a great way to get people to come across your company, use and get to love your products, and, most all, it is a great way to develop brand awareness. Plus, always remember that customers love it when businesses get involved in community and social causes!

If you don’t think that’s the case, think again. A little over 15 years ago, CSA Balloons President Csaba Laviolette sponsored events by providing free custom logo balloons to local community events and associations. He went as far as paying for delivery and setup expenses. An investment that paid off. CSA Balloons is now the leading custom balloons printer in North-America, with offices in Montreal (Boucherville), Toronto, Calgary, and Vancouver.

Marketing your Startup business in Canada for little to no costs might be difficult but it certainly is not impossible. Every year, entrepreneurs from the True North find new and inventive ways to separate their business from the fierce competition. With a little creativity and a lot of patience, you can too! For more Canadian business success stories, click here .

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