BY MARTY FISHER
A lot of Manitoba businesses have had many of their eggs in the American basket. It’s time to take those broken eggs and make an omelette.
Let’s ignore the irony that at least we have eggs .
We are all being forced to diversify sales and marketing efforts. And that might be a good thing. It’s a big world and we live in a transportation hub. Manitoba is well suited to explore new global partnerships.
Why not tap into the vast potential of international markets such as the European Union, Great Britain, Brazil, Australia and New Zealand? It’s not as daunting as it seems. The Internet and Al are the tools that you can use TODAY to start finding your (omelette) recipe for success. We all have unprecedented access to researching international best fits. Remember, it’s WORLD WIDE web. Geographic, demographic and psychographic information is at your fingertips.
By knowing what your best customers look like and how they behave, you can start to unlock a whole new world of opportunities.
Here are some ideas to get you started:
• Lost in Translation: How can you expect your business to be found by someone in Poland if they’re searching online for products in their native language?
Once you determine where your most likely markets are, translate your website content and marketing materials into those languages.
- Embrace E-commerce: Update your website. The Internet has made it easier than ever to reach a global audience. Set up an e-commerce platform that caters to international customers. With the aforementioned multiple language options, focus on improving your user experience. Think about time zones and how your website is your tireless, silent salesperson. How can you best meet clients and prospects at any time of their day? Should you be investing in a multi-lingual Al agent to answer any questions?
- Frequent Fliers: Find these unicorns. People that embrace the road. Look at local companies such as MacDon and Ag Growth which have successfully grown their businesses thanks to their teams of airport warriors who are happy travelling to destinations like Kazakhstan or Thailand. Yes, business has adapted to more virtual meetings but there is no substitute for eating sheep’s head in Karaganda with a prospective client.
- Communicate: In North America, we use SMS/ RCS/iMessage and Facebook messenger to communicate in real time. The rest of the world uses What’s App and WeChat. If you want to talk to folks in other countries, embrace those technologies.
- Forge Strategic Partnerships: Go on a trade mission, work with organizations such as CME (Canadian Manufacturers and Exporters), EDC (Export Development Canada) and others. These groups can provide valuable insights and help open doors to international distribution channels. They have the expertise to help you navigate red tape such as duties, financing and insurance.
- Leverage Social Media: Social media is a powerful tool for connecting with a global audience. Use Facebook, Instagram, Linkedin and TikTok to build brand awareness, engage with potential customers and drive traffic to your website. Run targeted ad campaigns in different languages and tailor your content to resonate with specific cultural interests.
- Be Realistic: It’s going to take time. From start to first delivery, it could take 18 months to see positive movement. Don’t give up. Remember, be frequent, consistent and persistent.
- Take advantage of your “Canadianness:” We are polite, ethical and trustworthy. These are attributes that can significantly benefit your business on the global strategy building strong relationships with international clients and partners. Canadian businesses are often perceived as reliable and fair, which can be a distinct competitive advantage.
Diversifying sales and marketing efforts is not only a strategy to mitigate tariff risks but also to build a resilient and sustainable business. By entering multiple markets, dependency on any single economy is reduced, creating a more stable foundation for growth.
You’ll also gain access to new customer bases, potentially increase market share and even spark innovation by adapting your products and services to meet diverse needs.
So, don’t let tariffs turn you into Humpty Dumpty.
Embrace the challenge. At The Show and Tell Agency, we help businesses like yours navigate the complexities of international marketing and unlock your full potential.
Reach out and let’s go exploring for new markets.
Marty Fisher is the Principal and CEO of The Show and lell Agency.
