For entrepreneurs who are building their presence in a competitive market, this shift is a huge opportunity. AI doesn’t just provide a list of websites; it delivers direct answers, highlighting a few businesses that best match the request, and has now begun guiding users straight to specific webpages.

That means if your business information isn’t set up correctly, AI tools may skip over you. But the good news? With a few easy steps, you can help AI “see” your business and increase your chances of being recommended to potential customers.

What is the difference between a Google search and an AI search?

AI assistants work differently from traditional search engines. While Google scans millions of websites and shows you a list of options, AI assistants try to summarize the best answers for you conversationally.

For example, if someone asks: “What are the best women-led coffee shops in Vancouver?”

An AI assistant will not only consider Google results but also business directories, reviews, and trustworthy online mentions to create its answer. Businesses that appear consistently across platforms and show trust signals (like reviews, credibility, and local presence) are far more likely to be included.

How AI Chooses Which Businesses to Recommend

AI doesn’t “think” like a human, but it does weigh information from multiple places. Key factors include:

• Business Listings: Google Business Profile, Yelp, TripAdvisor, and local directories.
• Reviews and Ratings: Strong, recent, and authentic reviews across platforms.
• Website Content: Clear, relevant, and easy-to-understand text.
• Local Authority: Mentions in news articles, blogs, and local organizations.
• Consistency: Matching business name, address, and phone number (NAP) everywhere online.

This is why visibility isn’t just about having a website anymore. It’s about being findable, trustworthy, and consistent across AI’s data sources.

Step 1: Make Sure Your Business Basics Are Online and Accurate

Have you done the most elementary task of claiming your Google business profile yet? If you haven’t then this is your number one priority. AI assistants often pull data directly from Google Business Profiles. Make sure yours is:

• Verified and complete (business hours, address, website, services).
• Updated regularly (holiday hours, promotions, new photos).
• Engaging (encourage happy customers to leave reviews).

One key “mistake” that many folks make us to not keeping their information consistent across directories! If your website says “Suite 101” but Yelp/Google says “#101,” AI may treat that as two different businesses. Audit your listings and keep your Name, Address, and Phone number (NAP) identical everywhere.

Also, while you are at it, don’t forget to register in local and industry-specific directories. In British Columbia, valuable directories include:

• Local Chamber of Commerce directories (e.g., Vancouver Board of Trade, Surrey Board of Trade).
• Tourism BC directories if your business is in hospitality, food, or attractions.

These listings give AI multiple “signals” that your business is legitimate and active.

Step 2: Speak the Language of AI (and Your Customers)

The idea is to use natural language and FAQs on your website. AI tools are designed to understand everyday, conversational questions. That means your website should reflect the way real customers ask for information. An easy way to do this is by creating a simple FAQ page. Think about the common questions you hear from customers, such as:

• “What’s the process to book an appointment?”
• “Do you offer delivery or local pickup?”
• “How much does your service cost?”

By writing out these questions (and your answers) in plain language, you make it easier for AI to connect your business with someone searching for the same thing.

Beyond FAQs, aim to write blog posts, product descriptions, and even social media updates that provide clear, straightforward answers. For example, instead of saying: “We deliver holistic culinary experiences for local communities.”

You could say: “We provide healthy, ready-to-eat meal kits for families in Vancouver.” That kind of clarity makes your business easier for AI and people to understand.

Step 3: Optimize for Both Search Engines and AI Assistants

Here is another important question to ponder: does SEO still matter in the AI Era?

Even though AI is growing, it still relies heavily on traditional search engines like Google. That means basic SEO keywords, titles, and meta descriptions still matter.

Don’t overcomplicate your keywords. Think of keywords as the questions people ask AI or Google. Use natural, everyday phrases that sound like something your customers would type or say, such as:

• “Where can I find eco-friendly clothing in Nanaimo?”
• “What’s the best place to get freshly-baked croissants in Kelowna?”
• “How do I book a mobile hairstylist in Surrey?”

By weaving these kinds of real-world questions into your website and content, you help AI connect your business to the customers who are looking for exactly what you offer.

Another great idea for creating conversational content for chatbots is writing in a Q&A style. Imagine how you’d answer a friend’s question about your business and put that into words on your website.

Step 4: Build Trust Signals That AI Can Recognize

Did you know that customer reviews and testimonials are gold? Encourage satisfied clients to leave reviews on Google, Yelp, or Facebook. AI assistants scan these reviews, and a business with strong ratings is more likely to appear in results.

Look for opportunities to partner with local organizations and ask for a mention. Links from reputable local organizations are very helpful. If your business is mentioned on a university blog, nonprofit site, or government resource, AI considers you more credible.

Step 5: Keep Your Business Active Online

Posting regular updates on social media and websites goes a long way. AI tools look for signs that your business is active. An updated blog, a new Instagram post, or a recent news mention all help.

Continue to share educational content and success stories. Ensure to highlight customer success stories, tips for entrepreneurs, or updates about your industry. This positions you as an authority, which AI notices.

Some Common Mistakes to Avoid When Making Your Business AI-Searchable

• Ignoring your Google Business Profile.
• Using inconsistent business information across platforms.
• Writing only for humans, not for AI (forgetting to include FAQs or conversational content).
• Neglecting reviews and online mentions.
• Assuming a one-time setup is enough. AI prefers businesses that stay active

FAQs on Getting Your Business Found by AI

Q1: Do I need a website, or is a Google Business Profile enough?

A website gives you more control and credibility. Ideally, you should have both.

Q2: How do reviews impact AI recommendations?

Reviews are one of the strongest signals. More positive, recent reviews = higher chance of being recommended.

Q3: Is social media activity important for AI searchability?

Yes. Consistent, recent activity shows that your business is active and relevant.

Q4: Do AI tools cost money to list my business?

No. Most AI assistants pull data from existing free directories, search engines, and reviews.

Q5: How often should I update my business information?

At least quarterly or any time your hours, services, or location change.

Q6: Can small businesses really compete with big brands in AI searches?

Yes! In fact, AI often prioritizes local and specific results, which is a big win for small businesses.

Getting AI to find your business isn’t about complex technology; it is about being clear, consistent, and visible online. By keeping your information accurate, using conversational language, and staying active on trusted platforms, you give AI the right signals to recommend your business.

For entrepreneurs in BC, this is more than just a marketing trend; it’s a chance to make sure your business stands out, reaches new audiences, and competes on an equal playing field. The future of business discovery is here, and AI can be one of your strongest allies if you set yourself up properly.

The post Will AI recommend YOUR business? Here’s how to make sure it does. appeared first on WeBC.

What is Secondary Market Research?

Unlike Primary Research, which involves firsthand data collection (such as surveys or interviews), Secondary Research allows you to access valuable insights from sources like trade publications, Chamber of Commerce directories, and market reports.

For example, an entrepreneur opening a retail tea business might analyze industry reports on tea consumption trends. They may find that more consumers are drinking tea at home, which could inform their product selection. Similarly, a human resources consultant could use industry publications to research hiring trends and competitive offerings before launching their services.

Why is Secondary Market Research Important?

Conducting thorough Secondary Research can help answer crucial questions about your market:

• Is there a demand for my product or service?
• Who are my competitors, and how do they operate?
• What industry trends might affect my business in the future?

Using credible sources like government databases and trade journals ensures that your insights are based on real data. In some cases, Secondary Research may reveal surprising insights—perhaps the market is oversaturated, or consumer preferences differ from what you initially assumed. This knowledge can help refine your business model and target audience.

Best Practices for Conducting Secondary Research

To make the most of your research, keep these best practices in mind:

1. Organize your findings – Track key information by category, such as industry trends, competitors, and market size.
2. Identify reliable sources – Use reputable trade publications, Chambers of Commerce, and government reports.
3. Look for themes and patterns – Be open to discovering new insights, even if they challenge your initial assumptions.
4. Avoid confirmation bias – Don’t just seek data that supports your ideas; consider opposing viewpoints to gain a well-rounded perspective.
5. Respect copyright laws – Properly credit sources and ensure compliance with usage rights.

Get Started with Your Own Market Research

Want to apply these insights to your own business? Sign up for our free self-paced course, Step-by-Step Market Research: Build a Viable Business, and work through a step-by-step process to conduct your own Secondary Market Research. Gain clarity, spot trends, and make confident business decisions—without the guesswork!

Ready to get started? Enroll in our course today and build a business backed by solid research >>>

The post How to Use Secondary Market Research to Spot Business Opportunities appeared first on WeBC.

The Power of Primary Market Research

While secondary market research gathers existing data, primary market research involves collecting fresh insights directly from your potential customers. The advantage? You gain real-time, specific data tailored to your unique business idea. Here are some of the most effective methods:

• Observations: Gain firsthand insights by watching customer behaviors. If you’re opening a café, visit similar locations to track foot traffic and peak hours.
• Informal Interviews: Speak with industry experts, suppliers, or potential customers to gather qualitative insights about trends and needs.
• Online Surveys: Quick and cost-effective, surveys help you understand your audience’s preferences—perfect for testing pricing strategies or product features.
• Live Test Markets: Sell your product on a small scale, like a pop-up shop, to gauge customer interest and tweak your offerings.
• Focus Groups & In-Depth Interviews: Gather deeper feedback through structured discussions, ideal for fine-tuning your product or service.

Take Action: Start Your Market Research Today

The research methods you choose depend on your goals, audience, and available resources. The good news? You don’t have to navigate this alone. Our free self-paced course, “Step-by-Step Market Research: Build a Viable Business,” walks you through each step, helping you design a research plan that works for your business.

Ready to get started? Enroll in our course today and build a business backed by solid research >>>

The post Choosing the Best Primary Research Methods for Your Business appeared first on WeBC.

Before you start your business, ensure you have a well-crafted customer acquisition plan that outlines the strategies and tactics needed to bring in more paying customers to your business. It should have the following:

1. Target Market Definition

• Identify your ideal customer: Get as specific as possible on who your ideal customer is. Use age, socio-economic, geography, gender, lifestyle, etc. as parameters to describe your customer. Go forward and even give them names! 
• Understand their needs and desires: What drives them? What are their pain points? What are they passionate about? What do they hate?

2. Customer Journey Mapping

• Visualize the customer’s path: Track the steps your customers take from the minute they get to know your business till the time they purchase from you.
• Identify touchpoints: List all the channels and points where your brand interacts with customers at each stage.

3. Value Proposition

• Define your unique selling proposition (USP): How do you differentiate your business from your competitors? What are you doing different and better than them?  
• Communicate your value: Clearly articulate the benefits your product or service offers to customers. Why will a customer choose to buy from you?

4. Marketing Channels

• Choose the right channels: Select the platforms and channels that best reach your target audience (e.g., social media, paid advertising, physical/brick-and-mortar places).
• Optimize your presence: Make sure your brand is visible and engaging on these channels.

5. Content Strategy

• Create valuable content: Develop relevant content that resonates with your target market. It should fulfil their needs or solve their problems or address their fears. Your messaging must be on point!
• Optimize for SEO: Ensure your content is easily discoverable through search engines. You cannot sell a secret.

6. Lead Generation

• Generate leads: Design resources to gather contact information from potential customers (e.g., landing pages, forms).
• Nurture leads: Build relationships with leads through email marketing, personalized content, and targeted promotional offers.

7. Sales Process

• Define your sales funnel: Outline the steps customers take from initial contact to purchase.
• Train your sales team: Equip your sales team with the skills and knowledge to effectively engage with potential customers. If you have an AI bot, then feed it adequate information to help customers navigate more efficiently.

8. Customer Acquisition Costs (CAC)

• Calculate your CAC: Calculate the average cost of acquiring a new customer. This is often overlooked but can help optimize ad-spend.
• Track and optimize: Monitor your CAC and adjust improve efficiency.

9. Customer Lifetime Value (CLTV)

• Estimate CLTV: Calculate how much a single customer is likely to spend with you for as long as you serve/engage with them.
• Prioritize high-value customers: Focus on acquiring and retaining customers with a high CLTV.

10. Analytics and Measurement

• Track key metrics: Monitor key performance indicators (KPIs) to measure the effectiveness of your customer acquisition efforts.
• Make data-driven decisions: Use analytics to identify areas for improvement and optimize your strategies.

Whether you’re a startup looking to make your mark, or an established business seeking to revitalize your customer base, understanding and executing a well-crafted customer acquisition plan is vital. By carefully planning and executing your customer acquisition plan, you can effectively attract new customers, drive revenue growth, and build a sustainable business.

The post How to Write a Customer Acquisition Plan appeared first on WeBC.

We discussed 5 common strategies to increase profits in a previous blog, so in this post, we focus on increasing sales.

It’s not rocket science: you either need to sell to more people (a.k.a. increase your market share) or sell more to the same people (a.k.a. increase your wallet share).

So, let’s break down some questions you can ask to decide the strategy that works for you and your business.

1. Sell more to current customers

It’s easier to sell more to an existing customer than it is to get a new one, so think about better meeting the needs of the customers you already have.

• Is there an opportunity to increase the number of purchases customers make?
• How can you increase the size of each sale?
• Can you create a subscription service or membership-based option that encourages loyalty and increases engagement?
• Can you provide them with additional services? For example, you could not only provide software but also load it onto your customer’s systems.
• Can your product or service replace something they are currently purchasing from another supplier?

2. Sell to more customers

Consider whether you’re reaching all your potential customers in your current geographic area and whether you should enter new markets.

• Can you sell to new customers in your current market? What do you need to change to do this: for example, do you need to adjust your messaging, increase your marketing reach, and improve your operations (e.g. expand delivery)?
• Are you ready to find new customers in new geographic areas? This could be in another area of town, another city or beyond!
• Should you consider expanding your business internationally? Selling to customers in other countries creates the opportunity to increase your sales volume and may also offset seasonal fluctuations in your current market.
• What is your competitive advantage? Does your product fulfill export regulations? What is your export strategy? You will need to prepare your company before exporting, but there are many resources available – and we can help you access grants and programs to help you export.

3. Add new products or services to your business

This strategy may be like a combination of options 1 and 2, because it may help you attract new customers AND sell more to your current customers.

But, be careful: don’t add a product or service just because it seems like a good opportunity. It should be something that complements your current products. The more focused your products/services are, the stronger your business identity.

Here’s an example. A WeBC loan client, Francesca Galasso, has run Il Castello Pizzeria since 2014. She kept getting requests from customers who wanted to buy her dough balls for pizza night at home. In response to this demand, she launched Holy Napoli frozen pizza, and today her frozen dough and pizzas are available in grocery stores across Canada. Francesca took a product that was already successful and re-imagined how she could use it to increase sales!

• Are there products or services that complement what you already do?
• Is there anything your customers wish you offered? Here’s an idea: ask them! Maybe they love a specific brand of product you offer and would like you to offer more of the line.
• Are there products or services you could easily incorporate into your current offerings, so you can avoid a costly learning curve? Think about options that you already have some experience with.
• How can you incorporate new offerings in your current marketing so you don’t increase those costs?
• Think about what you do better than anyone else: What you are becoming known for and can do more of?
• Could you explore a strategic partnership with another business?

This is an adapted excerpt from the free downloadable Growing Your Business Guide by WeBC. View the guide >>

The post How to Increase Sales: Questions to Find Your Strategy appeared first on WeBC.

To be fair, these are good questions and good ideas! But they fall into a very common trap—they assume all you need to do to drive sales is to tell more people about your product and persuade them to buy. 

In other words, to advertise. 

But marketing is so much more than just advertising. Marketing is about understanding your customer, developing the right product, putting the product in the right place, and pricing it correctly. 

Promoting or advertising your product is just one tool in your toolbox, and sometimes, you need to take a more strategic approach. In this business skills post I’m going to write about how you can get out of the advertising trap and use all the tools in your marketing toolbox to reach your potential customers and (hopefully) get a sale.

Marketing Skills for Entrepreneurs: First, Marketing 101 

If you took Business 101, you may have heard of a target market, which is the segment of your customer base that you’ve decided to focus on marketing to. You may have also heard about the four Ps of marketing, (Product, Price, Place, and Promotion), a.k.a. the Marketing Mix. Think of these as the tools in your marketing toolbox that you can use to reach your audience.  

In a business textbook these concepts are about as exciting as doing your taxes, but when you thoughtfully combine knowledge of your target market with the tools of the four Ps, it’s a powerful combination to unlock new ideas for your business. 

Target Markets – Everyone is not your customer

Finding your target market starts with market segmentation. This means asking questions to understand the characteristics of the people you want to market to:

• What are their demographics? 
• How do they make spending decisions? 
• What are they interested in? 
• What is important to them? 

Sample: 

Using an eco-friendly skincare business as an example, you may end up with a target market description that looks like this: 

• Professional/working women aged 35-45 living in Canada.
• Household income of over $100,000.
• Values environmental and social causes.
• Likes to research a lot before making purchasing decisions.
• Likes to share on social media and stay up-to-date on trends.

To segment your market effectively, make sure to do your market research to back up your assumptions. Who is actually purchasing the most of your product? How much do they spend? Where do they live? Dig in and you might be surprised. 

If you’re like most businesses, you will come up with more than one target market. That’s fine, but try to narrow it down to just one or two segments for your marketing efforts. Don’t fall into the trap of saying that everyone is your target market. 

The point of finding your target market is to identify your ideal customer. This is a person who will buy from you often, engage with your message, and hopefully, tell a friend! 

This helps your marketing efforts go further (saving you time and money). There are lots of tools online to help you refine your target market, so get started! Now that you’ve got your target market in mind it’s time to apply the marketing mix.

Product – You are not your customer

You may have heard this one before—“You are not your customer.”  This is especially relevant when it comes to product and product strategy. 

Often a business owner will start their business based on developing products and services that they themselves want or need. Maybe you created a product that you love, and think other people will love it too. 

Great! You identified a need!

But to make your business grow and thrive, you need to shift away from a product-focused mindset (people are going to love the awesome skin lotion I created) and towards a customer-focused mindset (what are the needs and wants of my target market and what products fill that need?) 

How can you do that? It’s relatively easy—ask your target market about their wants and needs, and then listen. What new products can you add or adjust? What products should you retire? Can you offer different varieties or packages?

Price – Your product is worth what someone will pay for it

Price sometimes gets overlooked as a part of marketing strategy—but it’s a crucial part of how a customer decides to buy from you. When it comes to pricing, there are some fundamental financial considerations that will constrain how much you can charge. You need to charge enough to cover your expenses and make a profit, but there are other variables to play around with. 

Build your marketing skills: Here are some things to think about:

• Try to understand your target customer’s willingness to pay. What is the most they will pay for your product, and at what point do you risk coming across as a lower-quality product compared to your competition? If you’ve identified that your customer values quality over price, trying to get more sales by undercutting your competition is probably going to backfire.

• Create a strategy for sales and markdowns. They say that everyone loves a sale, but is that true for your target market? If you use discounts and markdowns to try to improve sales, you may be training your customers to wait for sales. This can be a sound approach, but only if it’s tied to your overall business strategy and you can still make a profit while doing it. 

• Be strategic about shipping. Most businesses need to build shipping costs into their pricing strategy. What approach is best for your target market? Free shipping? Flat rate? Customer pays in full? Some customers will back out of the transaction if they have to pay for shipping, but others aren’t bothered in the least. What approach is best for your target market?

Place – Location, location, location!

The next element in the marketing mix, Place, is about more than just where to sell your product—it’s about all of the elements that come into play to get your product into the hands of your consumer in a timely and cost-effective way. 

Build your marketing skills: How can you re-think your Place strategy to better meet the needs of your target market?

• Consider your channel strategy. Some customers will prefer to buy your product through a direct channel—that is, directly from you. This may help make sure they have access to customer support and feel more confident in their purchase. Other customers may prefer an indirect channel, such as buying from an unaffiliated website or retailer. They may prefer this approach because it allows them to consolidate their purchases or because it’s just more convenient. The key is to determine what channel your target market prefers and incorporate that into your overall channel strategy.

• Help your customer find your product. Consider your target market when you design your sales environment. What kind of design elements and branding do they relate to? How can you organize your shop or website to help them find what they’re looking for? What purchasing support or nudges can you provide throughout the purchasing process? Some target markets will appreciate a hands-on sales experience, while others might just want to be left alone. Figure this out for your target market and think of how to execute on that approach. 

Promotion – Build relationships that last

We’ve arrived at the last “P,” Promotion, which is how this post got started. As I mentioned, many clients are quick to jump to advertising solutions when looking to drive sales, and sometimes, these solutions are expensive, time consuming, and questionably effective. 

But promotion is more than just advertising—it involves all the things you do to communicate with your target market and (eventually) persuade them to buy. 

Build your marketing skills: How can you use what you know about your target market to do promotion better?

• Build a relationship. Marketing communications is about building a relationship with your target market, not just trying to drive a transaction. Use your marketing communications to tell your brand’s story in a way that resonates with your target market. Tell a story about your product that aligns with their values, and incorporate that with other more sales-driven promotions. Think of it like planting seeds: each meaningful engagement you have with your target market has a chance of growing into a sale. Be patient and consistent with your brand to harvest sales down the road.

• Use the right kind of media. Your target market likely trusts messages from some sources more than others. How can you target those sources instead of taking a more scattershot approach (i.e. Facebook and Google Ads). Maybe you can approach micro-influencers in your area, set up a pop-up shop in a local boutique, or provide word-of-mouth referral bonuses to encourage people to tell their friends? If you had to get a sale tomorrow, what would you do? The answer to this question can give you a hint about how you can actually reach your customers. 

Your Target Market-focused marketing strategy

Trying to drive more sales to your business? Who isn’t! 

No matter where you’re at in your business, it might be worthwhile to take a step back and thoughtfully apply the marketing mix to your target market. Have an open mind and consider how your overall business strategy might benefit from some tweaks (or bigger shifts!) in how you approach Product, Price, Place, and Promotion. You can flex your marketing skills, and your target market will thank you!

Would you like to stop guessing what your customers want so you can connect with them better? Check out our free On-Demand SMART course, “Strategic Marketing: Build a Marketing Plan for Your Business.”

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The post Marketing Skills for Entrepreneurs: How to use a targeted marketing strategy to work smarter, not harder appeared first on WeBC.

But how do you know if your business idea will translate into an actual successful business? 

In today’s blog post, I am going to discuss product-market fit; or, in other words, how to prove that there is enough demand for your product. 

What is ‘Product-Market Fit’?

There are a few components to product-market fit:

• It means there are enough customers out there who want to purchase the good or service you are producing.
• It means you are able to offer that good or service at a price that allows you to earn a profit.
• It means you and your team are the right people to start the business, and that the idea itself is feasible.
• It means you have found a solution for a problem that people will pay to have solved for them. This may seem obvious, but sometimes people create a solution in search of a problem. They have developed a product that they love, and work backwards to try to figure out how to make people want it. 

Why do I need to prove product-market fit?

First and foremost, you should want to prove you have product-market fit for your own sake. 

If you’re about to invest a lot of time, effort, and probably money into getting your business started or launching a new product, you want to make sure there is enough customer demand to justify the effort. 

Or, as I like to say, “Is the juice worth the squeeze”? 

Now, there are plenty of people who will start a business without doing this step first. Does it work out sometimes? Sure! But sometimes it doesn’t.

If you’re going to need some financial help for your business, it becomes even more important to take the time to confirm product-market fit. Whether you’re looking for a loan or trying to convince family or equity investors to take a chance on you, they will want some confidence that people want to buy what you are selling.  

As business lenders, this is one of the key things we will ask about during our loan assessment process, and it’s difficult to be approved for a loan if we don’t have confidence in the demand for your product.

How can I demonstrate Product-Market Fit?

Conduct primary market research

Reaching out directly to your potential customers  can be a great way to gather information. When you conduct research yourself and gather information from your target market, this is known as Primary Market Research. 

This is distinct from Secondary Market Research, which is information that you find online or through other publicly available sources. Secondary market research can tell you high level things like how many Canadian women aged 25- 45 purchased clothes online in the last year, but it can’t tell you how many women in the same demographic purchased clothing at a boutique in your town in the last year. 

If you’re opening a bricks and mortar boutique, what level of information do you think will be more valuable to you? For that level of detail, you’re going to have to ask the questions yourself. 

Three common ways to conduct primary research are:

1. Customer Surveys: I have seen many clients conduct surveys to learn more about the demand for their product. You can distribute the survey through your social media channels, as an online link, or even as a paper copy! I once saw a man with an iPad on a busy street asking people in his target demographic to fill out his survey in return for a gift certificate for a small treat. Not a bad idea if you are that kind of person! For a few hundred dollars you can gather valuable data from people who might not have otherwise participated.
   
   If you’re going to do a survey, however, make sure that you do a deep dive into good survey design so you get your questions right. If you ask dog owners a question like, “Would you be interested in a service that takes care of your dog when you’re away?” You’re likely to get a lot of “Yes” answers. But this question tells you very little about the demand for your particular product.
   
   Instead, you should ask about things like product attributes, price, and location. For example, you could ask, “How much are you willing to pay for one night of dog boarding within the city of Vernon?” That will tell you much more about if your service has demand. 
2. Observations: Another great primary research method is to simply go out into your community to observe and collect data that is relevant to your business.
   
   If you are looking to open a boutique, for example, you could observe other boutiques in the neighbourhood to see how many people enter the store, and how many of them make a purchase. This can be a great way to confirm your expectations for your own business. If you do this, make sure to observe the store at different times of the day and different days of the week. This can help you confirm busy times vs. slow times. 
   
   You can also observe the behaviour of customers to learn more about their needs and how they make a purchasing decision.
3. Interviews: The idea of conducting interviews with potential customers can be scary, but it is a really great way to confirm that your product or service has hit the mark.
   
   This can be a short but targeted conversation with a potential client, or a more formal sit-down where you go through a questionnaire. Either way, you’ll find that people are often happy to share their thoughts. Just make sure that you can be as objective as possible. Do not be too married to your idea, and be ready to hear open and honest feedback without reacting to it. If you are showing a negative response to their answers, they may stop providing honest answers to avoid an awkward situation.
   
   You should also make sure you are prepared for the conversation. Whether your interviews are formal or informal, take the time to prepare a short interview guide that lays out the questions you would like to ask. 

Measure testimonials and engagement

If you have a social media account, it can be a great way to demonstrate demand for your product. Find ways to incentivise your customers to engage with your social media content (liking, following, subscribing, commenting), and to leave detailed reviews. 

As a lender we like to see social media engagement, especially for brand-new businesses, because it shows that you have an audience and you are able to amass a following even in the early days. If your business isn’t a fit for social media promotion, try collecting client testimonials from your favourite clients instead.

Monitor client retention and return rates

Understanding your ability to retain clients and how often they return to you is another good way of demonstrating product-market fit. For some businesses this is easy to track, especially if you track your clients through a central system. However, you can also estimate client retention and return rates based on your knowledge of your customers (it can be easy to spot your regulars over time), or you can gather this information by simply asking people if they’ve used your business before.

Encourage and track referrals and word-of-mouth

Similar to client retention and return rates, understanding where your clients found out about you can help show product-market fit. If current customers are telling other people about you, it means they value your offering and think others will enjoy it as well. 

You can gather information about this by setting up a referral program, and by getting into the habit of asking new customers how they heard about you and tracking that information somewhere.

Measure growth rate (Market Traction)

Your revenue growth rate will tell you how many new customers you are acquiring over time—and/or—to what extent existing customers are purchasing more from you. If you have a consistently positive growth rate, this means that there is ever-increasing demand for your product and is a great way to show product-market fit. 

Capture pre-orders and mailing list sign ups

For many products, having potential clients sign up for pre-orders can be a great way to show demand. Platforms such as kickstarter have even created a way to raise funds by having supporters contribute to your campaign to help you get your product launched. 

If you can show a list of people committed to purchasing your product, that’s a great sign of product-market fit. Similarly, it can be valuable to set up a mailing list and have potential customers sign up to hear about your updates. A large mailing list before you’ve launched your business demonstrates demand.

Have an open mind

Above all, when you’re working on demonstrating product-market fit, it’s important to be open-minded. You need to be able to take honest feedback from your potential clients, but you also don’t want to let one or two people make you lose faith in your business. Using the above approaches, you can get a more well-rounded view of the demand for your product and can hit the ground running!

The post Product-Market Fit: How to Prove There is Enough Demand for Your Product appeared first on WeBC.

Do you often find yourself scrambling for content ideas when you log on to Instagram in the morning? Or maybe your last launch didn’t have the results you expected on social media. 

Planning out content doesn’t have to be confusing or time intensive, you just need to know where to start. First, let’s break down things that can go wrong with content planning. 

The Three Biggest Mistakes of Content Plans for Social Media

1. Not having a plan at all. The most common mistake that business owners make is posting on the fly on social media. Being inspired by local events and trends can play a part, but you need an overarching plan to know where you’re headed with your content. 
2. Not enough lead time. If you have a launch or promotion coming up, you want to start warming up your audience about 6 weeks prior on both social media and email marketing. Before you even start talking about the offer, you want to plant seeds inside your target audience’s mind about working with you or trying your products, and start to remove any barriers they might have. This way when you launch they are ready to say YES!
3. Not enough repetition! On average, it takes 8 touchpoints with a follower or potential customer before your message even starts to sink in. This means your content on social media needs to repeat the same message over and over again for your audience to really understand your core offers. 

Ready to make a quick and easy content plan you can repeat every month?

Try this 4X3 Social Media Content Planning Method

First break down your content into 3 pillars:

Pillar #1: Awareness – High-level getting to know you and/or your products with light and fun content. 

Pillar #2: Deeper understanding – Learning more about the behind-the-scenes of your business, or going deeper with education. 

Pillar #3: Sales or consults – It’s time to get hired and make sales!

Now make a list of 4 common frequently asked questions about your business. (If you have some already on your website, you can use those!) 

Put those together in a grid like this:

Now the idea is to answer each of the FAQ’s for each of your content pillars, moving your audience along the path to conversion. Here’s an example for a mortgage broker with some sample ideas:

Now you’ve got 12 posts mapped out for the month! You can always add a few more in spur of the moment for events or as needed. 

This might seem repetitive when it comes to content planning—but remember that 8 touchpoint number to get you started. 

Watch the WeBC live replay where I share a few more details about the content plan and answer live Q&A from our audience along with WeBC. 

The post How to Plan Your Social Media Content Fast for Busy Entrepreneurs  appeared first on WeBC.

One of the biggest mistakes that new businesses make is setting up social media handles on each of the major platforms and then trying to create content for all of them at once. Unless you have a team of content creators supporting you with daily content creation, this strategy is likely to lead you to burnout fast.

A more realistic approach is to niche down and commit to one or two main social media channels to connect with your audience. How do you decide on which ones you should choose?

Here’s three questions you can ask yourself to get started: 

1. Where is your target audience hanging out online? 

Before you start posting on SnapChat, you want to make sure that the people you are trying to reach are active in that space. Every channel taps into slightly different demographics and reaches people in different ways. Research the demographics of each channel before you decide which one is best for you. 

You should also consider how your audience likes to consume content. Are they browsing Pinterest already for recipes, or do they prefer to keep things professional online and connect on LinkedIn? 

For example, if you sell highly specialized photography equipment to individuals who want to learn more about taking better photos, you might decide to launch a YouTube channel, where you create long form videos about different aspects of your equipment each week and how to use it. You know your audience is looking to learn more, and YouTube provides a powerful search engine to help you be discovered. 

If you are a service provider like a business consultant or a wellness professional where the services you sell depend on making a personal connection with other women between the ages of 40-50, Instagram is likely the place for you. You can connect with your audience 1:1, show off your behind-the-scenes, and be in a visual space with other women business owners. 

2. What kind of content can YOU create? 

There is going to be some overlap between your target audience and the channels they hang out on. To narrow down your focus further, ask yourself, “What kind of content can I commit to creating each and every single week?”

TikTok might be a great channel to tap into your audience, but if you’re not able to create daily videos, it’s unlikely to be an effective marketing strategy. Here’s a quick list of the best channels and types of content for each:

• TikTok: Short form video 
• LinkedIn: Long form writing, articles and B2B content for videos and images 
• Facebook: Video, images and articles 
• Instagram: Video and images, moving into more into short from video (Reels) 
• Pinterest: Link based posts shared from a blog 
• YouTube: Long form video 

Choose a channel (or two) that best aligns with the type of content you want to create for your business. 

3. How does this content repurpose into other places for your marketing? 

One of the most efficient ways to stay on top of content creation, is to repurpose the same content in other places. When choosing social media channels for your business, look for ones that help you in other areas of your marketing. 

Here’s a few examples:

• If you have a monthly newsletter, use the caption from your best Instagram or LinkedIn post that month as the copy for the newsletter.
• Have a company blog? Share those articles easily each week on Facebook and LinkedIn. 
• If you have a gallery on your website of images or videos, or events that you have captured, share those directly to YouTube to be found more easily. 

If you’re just starting out on social media, or looking to dive back into it, pick one channel you’re excited about and get that up and running, before you add in additional social media connections. 

The post How to Choose the Right Social Media Channel for Your Business appeared first on WeBC.

For award opportunities, you may wish to check with your Chamber of Commerce, women in business network or industry association.

The nomination process may look overwhelming at first, but submitting your story does not need to be a daunting task. You can keep a file with photographs, videos, testimonials, articles, newsletters or brochures throughout the year so that you have the supporting materials ready when you need them. Don’t forget to engage your employees, colleagues and customers in the nomination process.

Here are our top 10 tips to help you along the process:

#1. Awards are your unique marketing opportunity – so apply!

Awards are a key part of your marketing strategy. They help you get external validation and can be a game-changer when being considered for a board position.

Even if you think there is little chance of winning the award, apply anyway if it’s an award you qualify for. There is huge value in going through the process. At the end, you will have a body of work that will help you apply for other awards or that can used to promote your business.

#2. Collaboration is Crucial

Tap into the people you’ve met through the many women’s business networks if you want someone to nominate you for an award. If your employer is the nominator, talk to your HR department, a colleague or your supervisor if you want to be nominated.

#3. Select your category carefully

Ensure that you fit the category you are applying for. For example, if you are young, award categories for future leaders are a good fit. Once you‘ve decided on a category, tailor your application to the questions in that category.

#4. Everyone has a story—tell yours

The judges want to hear your story and your voice. Bring forth your uniqueness and what differentiates you from others.

Telling an authentic story will make you stand out. People can connect to overcoming adversity or realizing a vision. Write as if you’re speaking directly to one of the judges, or writing them a letter.

#5. Don’t be shy

Acknowledge your accomplishments and create a clear message to convey your achievements. This is your opportunity, so don’t undervalue yourself.

#6. Be professional in your submission

Talk to someone who has submitted an award nomination to get tips and suggestions. Check your submission for grammatical errors, typos and oversights. If English is not your first language, consider getting it edited.

#7. Follow the guidelines

Organize your nomination form and address each question clearly. The judges usually work on a point matrix. Don’t miss out by submitting inadequate information. Don’t be confused by the similarity of questions, try to understand what each one is getting at.

#8. Do your due diligence

Pay attention to what is being asked in the application. Take the time to read each question and think about what the judges are looking for.

Schedule time to complete your application professionally. Pay attention to maximum word count.

#9. Use feedback to fine tune your submission

Even if you do not win, ask for feedback from the organization and judges. It will help improve your chances next time. Keep on trying.

Once you have completed one application, it is easy to fine tune and copy and paste for other award nominations.

#10. Celebrate your nomination!

Nominations and awards are opportunities to celebrate. You can get lots of mileage even if you do not win. Use press releases and social media to spread the word. Leverage your nomination by using it in your communication with clients and other stakeholders.

Resources to Help You

Here are some resources to help you strengthen your award nomination and leverage the opportunity.

• Won an Award? 12 Ways to Publicize It (Without Bragging) | Forbes
• Winning Small Business Awards Can Boost Your Company’s Credibility. | Entrepreneur

This article is adapted from a post that appeared on the WEB Alliance of Women’s Business Networks website

The post Top Tips for Embracing Awards Opportunities appeared first on WeBC.

Here are three mistakes you can avoid so more of your happy users become happy customers.

#1. Driving traffic to sources other than your website.

You’re always going share tips, tricks, photos and posts with your followers on your social media platforms. However, it’s important that your larger, original content lives on your website. Use snippets as teasers on social media to drive users to your website for the whole enchilada.

Keeping content on your website first is not only a great way to keep people coming to your website (and one step closer to becoming a happy customer,) but it’s also helpful for your page rank in search engines. The more time users spend on your website reading articles or watching videos will demonstrate to Google that your website has content that users find valuable. This is gold for search engines, as they only want to serve up the best content to their searchers.

#2. Not putting the needs of your visitors first.

In the same way that having a phone number doesn’t guarantee people are going to call it, just having a website doesn’t mean you will get traffic, nor that it will mean instant sales.

The way consumers buy has changed. The majority of people want to do their pre-purchase research online and only want to reach out when they’re ready to buy. If your website doesn’t give users the information they need to make a purchase decision, they’ll happily click that big ol’ BACK button and visit your competition instead.

People come to your website because they are looking for somebody to solve a problem they’re having. In reality, you have built your website for your potential customers, so it makes sense to put their needs first.

#3. Spending money on ads and SEO without doing an analysis of your website first.

Google, Facebook and other platforms that sell ad space are more than happy to charge your credit card regardless of whether you’re seeing any kind of return on that investment.

Many website owners—unhappy with the conversions they’re getting—pay for ads or search engine optimization. However, for many websites, traffic isn’t the issue. It’s the website itself.

Before you budget for any kind of activity that will drive traffic to your website, it’s so important to ensure that your website has what users need to make a purchase decision. Take some time to review your website and maybe run a small focus group before making that investment.

In addition to the mistakes you want to avoid to improve your users’ experiences, there are also many simple changes you can make to your website to make it even more compelling. A better user experience reduces user friction and breeds trust which motivates your visitors to pick up the phone, download that pdf or put that product in the cart.

Join Kris’ upcoming workshop, Supercharge your website: How to turn more traffic into leads or sales on November 25^th at the WECafe. Sign up for this free seminar today and get some great tips on making your website more enticing to users.

The post Supercharge Your Website: 3 Mistakes to Avoid appeared first on WeBC.

We have all heard the post-COVID19 “new-norm” hype – that the way of the future is for all businesses with a storefront to abandon it and get online. And to be fair, introducing new ways to make your business more accessible and expanding your reach to connect with new customers is never wrong.

But it’s time for a reminder that customers are why you started your business. Here are a few things to think about as we start to ramp business back up:

#1. Your ‘OLD’ Customers will always be your BEST customers

These customers already have experience with your product or service. The happy customers probably told a couple of friends. They also probably returned to your business. A few times.

Have you taken the time to reach out? An e-mail? A phone call? Something just to say Hi. To find out how they are. To let them know you made it, and perhaps to remind them that you value them (and maybe consider a small gift or discount when you see them next).

#2. Yes. Online fatigue is real.

Back-to-back Zoom meetings, online shopping, online study, and facetime with family and friends we can’t be with in person. We’ve all been through a lot over the past many months. But a familiar voice makes all the difference and genuine connections are noticed.

When you think about your customers, and you look around your shop do you see something for them? Maybe their favorite color is green. Or you know they always loved a certain style of top. Think about how you can add value to their next visit. You are here for them after all.

#3. Kindness is Key

Be good to yourself, and to your customers. If you can put yourself in their shoes…what would you like someone to do for you?

Celebrate your resilience with your customers! Know who your top 20 or 200, or 2000 customers are. And celebrate them! They deserve a medal, too.

If you are interested in learning more about how to best connect with your customers, check out our new Marketing series “Maximum Marketing, Minimum Effort: Build a Strategy Specific to Your Business.”

In this 3-part series Cathy Burrell will teach you how to use different marketing tactics to build relationships with your ideal customer. This series is designed to help you connect with the right customers and give you the building blocks to create a strong marketing strategy that will set up your business for success!

Learn more and register for the series at go.we-bc.ca/MktgSeries

The post Customer Service in the New Normal: Nothing Has Changed. appeared first on WeBC.