Most of Canadian businesses are small to medium-sized, representing about 1.19 million (97.9%) are small businesses, 22,700 (1.9%) are medium-sized businesses, and 2,868 (0.2%) are large businesses (Statistics Canada 2022). They are vital pillars of our economy. Business owners are creative, ambitious and determined to get their projects off the ground and to make them successful. However, having a business is not always a cup of tea, nor a walk in the park. It comes with hurdles, failure and many realizations, one being that we are not good in every area and might need support to reach our higher goal.

Here are 3 things business leaders and owners struggle with daily :

1. Limited Resources: Small businesses often operate with limited financial resources, manpower and time. This constraint can make it challenging to invest in marketing efforts, hire specialized talent, or implement advanced technologies. Limited resources may also affect a company’s ability to scale operations or compete with larger businesses in terms of advertising and market presence. Are you running the business only or working on the business also?
2. Effective Marketing and Visibility: Establishing a strong online and offline presence can be a struggle for small businesses. They might face difficulties in developing effective marketing strategies, reaching their target audience, and standing out in a competitive market.  Additionally, staying up-to-date with digital marketing trends and utilizing various channels can be challenging for small business owners who may be wearing multiple hats within the organization. Effective marketing means, it is a tailored strategy for your goods and services to reach your specific audience. You can spread your efforts everywhere and get nowhere.
3. Adapting to Technological Changes: Technological advancements can have a significant impact on the business landscape, and small businesses may struggle to keep up. Adopting new technologies, such as e-commerce platforms, customer relationship management (CRM) systems, or digital payment solutions, can be daunting. The cost of implementation and the learning curve associated with these technologies can pose challenges for small businesses that may lack the infrastructure or expertise to integrate them seamlessly. Investing in new technologies is and will be critical for the years to come. It increases productivity and saves on time and cost in the long run.  (Grant available here)

Small businesses need to address these challenges proactively by seeking cost-effective solutions, focusing on targeted marketing efforts, and staying informed about industry trends can help mitigate these struggles. Additionally, fostering a culture of adaptability and embracing innovation can position small businesses to navigate challenges more effectively. Leaders have to be open-minded to new processes and tools.

Organizing communication and marketing efforts with a small team requires strategic planning, effective collaboration, and efficient use of resources. Here are six ways to help you streamline and organize these efforts:

1. Define Clear Goals and Objectives: Clearly outline your communication and marketing goals. This could include increasing brand awareness, driving website traffic, generating leads, or boosting sales. Make sure your team understands these objectives, as it will guide their efforts and ensure everyone is aligned. Focus on a few objectives at a time.
2. Create a Content Calendar: Develop a content calendar to plan and schedule your communication and marketing activities. This calendar should outline key events, campaigns, and content releases. It helps your team stay organized, ensures consistent messaging, and allows for timely execution. Tools like Trello, Asana, or content management systems can be valuable for managing your calendar. I mention these tools but a paper agenda goes a long way especially with a small team.
3. Utilize Collaboration Tools: Take advantage of collaboration tools to facilitate communication and project management. Platforms like Slack, Microsoft Teams, or project management tools like Asana and Trello can enhance team communication, streamline workflows, and keep everyone on the same page. Use these tools for sharing updates, assigning tasks, and discussing ideas.
4. Segment Your Audience: Identify and segment your target audience based on demographics, interests, or behavior. This allows you to tailor your communication and marketing strategies to specific groups, making your efforts more effective. Use customer relationship management (CRM) tools to manage and analyze customer data for better segmentation. This will determine what is a cold, warm or hot lead too.
5. Maximize Automation: Leverage automation tools to streamline repetitive tasks and save time. Email marketing platforms, social media schedulers, and marketing automation tools can help automate routine processes, such as sending emails, posting on social media, or tracking leads. This allows your team to focus on more strategic and creative aspects of your communication and marketing efforts. You do need to take time to learn these tools but it is worth it.
6. Regularly Analyze and Adjust: Implement a regular analysis of your communication and marketing performance. Use analytics tools to measure the success of your campaigns, website traffic, and social media engagement. Regularly review and adjust your strategies based on the data you collect. This iterative process ensures that your team is continuously improving and adapting to changing market conditions. Try recording your results once a month at least in the same document.

By implementing these strategies, your small team can effectively organize its communication and marketing efforts, leading to more cohesive and impactful campaigns. Of course, every team and business is different. The tools and strategies to implement would need to be accessed but it is worth it in the long run.

Anik Charbonneau

Your communication and marketing consultant.