Table of Contents
I get it, darlings. Running a Canadian service-based business with a small team or limited budget can feel like a challenge. The competition is fierce, the pressure to stand out is real, and sometimes it feels like only the big players with skyscraper budgets get noticed. But here’s a sweet secret. You don’t need deep pockets to make a deep impression.
In this episode, Alison Knott cozies up with the fabulous Caroline Wakefield to chat about what really helps small businesses shine.
Spoiler alert: it’s not about flashy gimmicks. It’s about clever, intentional choices that show off the gold you already have (even if it’s hiding under a little dirt).
Who’s in the room:
- Caroline Wakefield knows the hustle first-hand. Raised in a family of entrepreneurs in British Columbia, she’s made it her mission to help founders unearth hidden opportunities in their own backyard. From skincare to dinosaur bones (yes, really), she’s proof that the insights you need are often closer than you think.
- Alison Knott, our energetic host, helps B2B companies with complex, innovative, or sensitive work get the visibility they deserve. She’s here to make sure brilliant Canadian businesses don’t just whisper their value; they broadcast it loud and proud.
Why this episode matters to you:
If you’re running a small service-based business in Canada, you’ve probably wondered, “How on earth do I get noticed next to the giants?” Or maybe you’re sitting on a goldmine of potential but can’t quite figure out how to pan for it.
This conversation is your permission slip to stop playing small and start making smart moves that actually stick.
Is it distasteful to promote in uncertain times?
There will always be a fresh wave of uncertainty: economic hiccups, new tech, shifting markets.
So the question isn’t if you should promote during these times, but how you show up for your people without feeling like a pushy street vendor in a rainstorm.
“It’s not distasteful to promote, it depends on how you do it.” – Caroline
- Lead With Transparency: Tell folks what’s changing and why. If prices are rising, share the “why” behind it. Honesty builds trust faster than any shiny ad campaign.
- Show the Value, Not Just the Sale: Don’t stop at “buy now.” Explain what makes your service essential, helpful, or downright delightful, especially in challenging times.
- Translate to Services: Whether it’s rising software costs or team resources, be clear about how changes affect your delivery. Customers will appreciate the clarity.
- Stay Visible in Your Ecosystem: Promotion is about being part of the conversation: sharing articles, insights, or even just a thoughtful check-in.
- Address the Elephant (or AI) in the Room: If clients are wondering whether tech, tariffs, or trends will replace or reshape your work, say so directly. Silence just fuels assumptions.
“You’re doing your ecosystem a disfavour if you go silent during tough times.” – Alison
Bottom line, promoting in uncertain times isn’t about pushing harder. It’s about showing up with clarity, care, and a little bit of courage, darling.
How can you show your “Canadian-ness” when you don’t have physical labels on what you sell?
Not every business has a shiny jar with a maple leaf slapped on it. If you’re in the service world, you don’t exactly have shelves or expo booths doing the heavy lifting for your identity.
“Tell your Canadian story using every channel you’ve got, from bios to email signatures.” – Caroline
- Tell Your Story: Your roots matter! Weave in your Canadian journey on your website, social profiles, email signature, or even the way you chat with clients.
- Use Visual Clues: Sprinkle in visual nods that hint at your location without feeling over the top.
- Support Local and Say So: If you’re collaborating with other Canadian businesses, flaunt it.
- Make Language Work for You: Yes, it’s perfectly fine to say “as a Canadian consultancy” or “based in Nova Scotia” in your copy. Bonus points for keeping those charming Canadian spellings, favourite, neighbour, cheque, SEO loves it, and so will your readers.
- Claim Your Digital Territory: Keep your Google Business profile sharp, show maps on your site, and don’t be shy about creating location-specific landing pages. Folks want to know where you call home.
2 things you can do this week to make progress
When the world feels wobbly, it’s tempting to wait until things feel “stable” before making moves. But darlings, stability is a myth!
The real trick is creating momentum now, even in small steps.
“Your information is under your nose, Darlin’s.” – Alison
1. Listen to Your Customers
Your clients are already telling you what matters most; you just have to tune in. Every question in a sales call, every DM, every casual email is data in disguise. Write them down, track the patterns, and you’ll see what’s truly on their minds.
“There’s data in every question you get asked.” – Caroline
2. Look Outside Your Bubble
While listening inward is key, don’t forget to peek at the neighbours.
“Someone is always a little less stuck than you. Go have a look.” – Alison
- Spy with Kindness: Competitors’ socials, event calendars, and even their customer reviews are free research.
- Notice What Sparks: If another business is sponsoring an event or posting about an issue, ask yourself: how does this connect to your own services?
- Pause Before You Post: A little research now saves you from busy work later. It’s not about pumping out Canva graphics; it’s about creating work that lands.
How Much Time Does This Really Take?
Caroline says, “Start tiny.”
Ten minutes a week can make a real difference. Like lacing up your sneakers before a jog, the act of simply starting builds the habit. Before you know it, you’re seeing insights everywhere without extra effort.
“Even 10 minutes once a week is enough to get started.” – Caroline
Want A Little Extra Help To Move Faster?
Growing your pipeline as a small but mighty Canadian service-based business doesn’t mean going it alone, ‘Darlin. If you’re ready to stop spinning your wheels and start steering with confidence, I’m here to roll up our sleeves with you.
Let’s uncover the gold hiding in your business and shape it into a marketing strategy that actually works.