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How to get marketing funding as a Canadian service-based business or startup can seem overwhelming. What you really need right now might be help with SEO, or video marketing, or improving your online brand. But that shit costs money, and Googling “funding for website redesign” isn’t returning great results. As a service-based business or startup looking to fund a marketing project, where do you start?
This article provides tips on how to get funding for your marketing. We’ll go over how your goals need to match the mandate of the grant or program, tips to find the ones right for you, examples of grants for funding, and an ever-updating list of Canadian funding resources for you to find the money you need!
How do you get funding for marketing? Go after grants and other subsidy programs!
Most founders and business owners aren’t taking advantage of the funding available to them for marketing. So they never get to invest in experts to help them really create an impact with their mission or revenue. “We’re just a small operation – we don’t have the budget!”
Wait, who said anything about dipping into your wallet?
Think of it this way:
Many businesses that have a physical location or offer products will get a business loan. For start up costs, expanding locations, and equipment upgrades. Whatever it is, they invest in their business so that they can increase revenue and serve more customers.
Meanwhile, service-based businesses and professionals don’t have as much overhead. So bank loans don’t usually fit their needs.
But you have to think about marketing as an important investment that allows you to grow and serve more clients.
Just like a bank sees the value in loaning bakery money for better equipment, you have to see the value in marketing as an investment, too.
Find grants for marketing by focusing on your business goals, not the “things” you want to spend money on.
Most grants and programs are designed for an outcome or goal, not a specific “marketing line item” you want to cover costs for. While some programs such as the Canadian Digital Adoption Program are specifically designed for digital marketing implementation, most grants and programs are focused on a specific outcome.
This makes being able to articulate your marketing goals so critical to the grant-searching process. If you don’t know what you want to accomplish, grant reviewers will have a harder time seeing you as a fit for their mandate.
Carolyn Crewe, a pricing consultant, has helped both herself and her clients secure funding with this approach. She says: “Think about what your end goal is, then work on it to meet the mandate of the grant. You can find this out by reading through the website carefully and talking to a coordinator or someone who works for the organization. This way, you avoid making assumptions about what the parameters are and can also be tipped off to what is used as criteria that might not be apparent in the application or website.”
Examples of how to align a grant’s mandate to your marketing project
Let’s say you want to work with a marketing consultant that specializes in website conversion. Part of your plan is to redo your website:
- If you approach the Atlantic Canada Opportunities Agency, their mandate is to create jobs. So you would write your application that shows how you will create more jobs if successful with the outcomes the consultant provides.
- If you approach Invest Nova Scotia, their mandate is export, so you would write your application through the lens of how this consultant will help you attract leads outside of your province or territory.
Kim Jacob of Arvorei Communications Group, whose translation services can be covered by export grants, echoes the sentiment. “Getting your website and marketing content translated into other languages is key to achieving your goal of entering other markets where you have little or no sales, and these costs could be covered by the likes of CanExport. If you’re looking to reach other language markets right here in Canada – e.g., French – the cost of translation services can be covered by government grants or your local innovator hub.”
Vanessa Burns, who is a Grant Professional who helps you navigate the world of “free” money has two additional tips to improve your grant writing:
Show how you will use the grant by incorporating impactful words
The word you use in your grant application should give reviewers an understanding how how the grant will be used. The bolded words show impact:
- “By executing a robust marketing strategy, we will amplify our brand presence.”
- “This grant will elevate our capacity to provide tailored educational resources for our community.”
- “This funding will drive innovation in service delivery, setting new industry standards.”
- “Through this grant, we’ll enhance community outreach and foster stronger connections.”
Show your understanding of KPIs and metrics
Grants want you to be successful, so include in your writing that you understand how you will track the results of the word the grant facilitates. Do this by using words such as:
- “Gathering valuable insights from consumer behavior data to refine strategies.”
- “Utilizing engagement metrics like click-through rates as benchmarks for success.”
- “Our quantifiable objective is to acquire 500 new customers in the next six months.”
Sign up to the grant or programs newsletter so you’re notified of the next round
Many grant and program websites have newsletters you can sign up to. I highly recommend doing this, especially if you realize the grant or program you want is closed at the moment. This way you will be notified right away regarding new developments with the granting entity. Your future self will thank you. Some grants that didn’t seem applicable to you now may be exactly what you need in 6 months when they open again. It doesn’t get any easier than skimming emails as they come and deleting them if they’re not useful.
Ways to think of grant mandates to help fund your marketing goals (helpful table):
While some grant mandates may be similar, also pay attention to what they won’t cover. For example, some grants and programs will cover consulting but not implementation. Others might require the project outcomes through training instead of doing the work for you. Here is a helpful table to generate some ideas:
| Grant Mandate | Goals & Outcomes | Marketing Costs Covered |
|---|---|---|
| Digital Adoption (Aimed at all service-based businesses and startups, no matter what you offer or how long you’ve been in business.) |
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| Business Expansion & Export (Aimed at all service-based businesses and startups may have revenue or company size requirements.) |
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| Community Building or Social Impact (Aimed at businesses with a social mission, nonprofits, and community groups.) |
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| Supporting Underrepresented Entrepreneurs ( Aimed at founders/team members that self-identify as historically facing systemic barriers, discrimination, or have been marginalized in the business realm.) |
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List of Canadian small business and startup grants and programs
Here is a list of Canadian small business and startup marketing grants and programs. Typical ways you can approach Get creative about grants and other funding. Don’t stop short of looking for “marketing grants”. Here are some other funding opportunities that could support SEO, email marketing, video, copywriting, digital subscriptions, and web design (just to name a few): Please note that eligibility requirements and funding amounts will vary. While I do my best to keep this list accurate, some programs may have changed/been retired.
I recommend signing up for their newsletters and speaking to their representatives if you think there’s even a small chance you might be eligible for what they offer. It costs nothing to ask!
- Amber Grants for Women: Two $10,000 Amber Grants are awarded each month to women-owned businesses in Canada and the US.
- Business Benefits Finder: this is SUCH a wicked tool! You basically fill in the blanks of what you need and it sources programs and services by the Canadian Gov!
- Business Development Bank of Canada: the BDC offers small business loans that can be used for marketing projects such as market research, advertising, and website development.
- Canadian Agricultural Partnership – Agri-Marketing Program: This program provides funding to small businesses in the agricultural sector for marketing projects such as branding, market research, and advertising.
- Canadian Digital Adoption Program: grant and access to expert advice to increase online sales, reduce costs, improve inventory, and more.
- Canada Media Fund – Experimental Stream: This program provides funding to small businesses in the digital media sector for innovative marketing projects that promote Canadian content.
- Digital MainStreet: offers a variety of programs across the nation to help small businesses thrive
- Digital Skills for Youth: This program provides wage subsidies to small businesses that hire youth for digital marketing projects.
- Export Development Canada: This program provides funding to small businesses for marketing projects that help them enter new international markets.
- Futurpreneur Canada – Start-Up Program: This program provides financing and mentorship to young entrepreneurs, including funding for marketing projects.
- Futurpreneur Canada – Black Entrepreneur Startup Program: Financing, Mentorship, and Resources for Black Entrepreneurs aged 18-39.
- Innovators & Entrepreneurs Foundation Micro-Grants: Micro-grant program is designed to provide a financial boost to Canadian small and medium-sized businesses (SMEs) that are already operational, generating revenue, and who need a financial boost to improve their business operations.
- National Research Council of Canada: (Industrial Research Assistance Program): This program provides funding and technical support to small businesses for research and development projects, including marketing research and product development.
- Pocketed.io is a grant-searching and writing website
- The Forum Mentor Program: Get mentorship from other woman-identifying business owners and advisors to help take your brand to the next level.
- The Forum E-Series Program: an intensive program for self-identified women entrepreneurs who want an all-encompassing education in business and entrepreneurship.
- Trade Commissioner Service: various Government of Canada programs
- Granted Consulting Grant Calculator: Grant funding for Canadian companies. Fill out the form and get an estimate!
- Women’s Equity Lab: Women’s Equity Lab (WEL) is composed of groups of diverse, successful women from regions across North America who share expertise, insights, and perspectives to make smart investments in new businesses.
- Women Entrepreneurship Knowledge Hub: This program provides funding and mentorship to women entrepreneurs, including funding for marketing projects.
List of Canadian economic development agencies (EDAs) for small business and startup funding
Economic development agencies (EDAs) are organizations that are typically government-funded. They are tasked with promoting and facilitating investment in their region, attracting new businesses, and supporting the growth of all businesses within them. It has been my experience that their websites can be convoluted at times. Again, I implore you to reach out to a representative to get the latest information relevant to you!
- Atlantic Canada Opportunities Agency (ACOA)
- Invest Alberta Corporation
- Invest British Columbia
- Invest in Canada
- Province of Manitoba
- Invest Nova Scotia (formerly Nova Scotia Business Inc.)
- Invest Ontario
- Invest Quebec
- Province of Saskatchewan
Pitch events: a great funding source for Canadian startups
Are you a startup going the investor route for funding? Don’t forget about pitching events. “Get out there! Sometimes founders are afraid to share their business ideas because they’re afraid of the competition. Or that they think their business or idea is not ready,” says Stephanie Wetterwald, marketing consultant at Odyssey Marketing.
She also recommends going to the events, even if you’re not pitching.
“It’s a great way to meet investors, business advisors, and fellow entrepreneurs,” says Stephanie. “First, it’s a great way to potentially meet business partners who could introduce you to the right person. Second, if you are pitching your business in front of a crowd, you will get insightful feedback from professionals so that your pitch is convincing and solid once you present it to investors.”
Speaking of presenting to investors: “Do your due diligence,” says Stephanie. “Research investors and try to target those who already have an interest or investment in your industry.”
Conclusion: Yes, you can get funding for your marketing project via grants
Navigating the maze of obtaining marketing funding for Canadian service-based businesses and startups may seem daunting. However, understanding the opportunities available and positioning your needs effectively can pave the way for success. This article illuminated the path with a comprehensive list of grants and programs specific to the Canadian market for 2023.
Remember, it’s not just about finding money; it’s about aligning your marketing objectives with the mandates of available resources.
Whether you’re a seasoned entrepreneur or just starting out, considering grants as an essential tool for business growth is crucial. Dive into these resources, invest in your brand’s visibility, and watch your business thrive in the Canadian and international landscapes. Keep exploring and growing, Darlin!
