Every business owner’s success story is shared by those who have supported them along the way. For Jason Seed, export advisor for Victoria, one of his favourite things about working with clients is sharing their success. And he believes that no business is too small to celebrate. Whether a company is developing green technology in a warehouse or bottling sauce in a home kitchen, Jason is here to help share unique Victoria businesses with the world.

Export Navigator: Can you introduce yourself and your role as an export advisor?

Jason: I’m Jason Seed, the export advisor for the Victoria region. My central role is to help businesses grow either inter-provincially or internationally. I also see myself acting as a connector, making sure that the companies I work with know about the grants and services that are available to them. Since the Export Navigator program started as a rural initiative, we believed businesses in Victoria and other urban centres would already have a good handle on the available funding sources, government programs, and third-party business services that are out there. I’ve discovered that most companies need to be made aware of many of the initiatives that could help grow their business. So, I enjoy being able to connect businesses with the right resources. Of course, I also offer business advisory services, market planning, market entry and market research to businesses of all sizes.

Export Navigator: What kinds of businesses do you mainly work with?

Jason: I work with a nice selection of life science companies and several companies working on clean technology or general information technology. I have a pretty good roster of agri-food companies as well. One category that surprised me was manufacturing. I was surprised to see all of the manufacturing going on in the Victoria area.

Export Navigator: What is your professional background, and what made you want to work as an export advisor?

Jason: I’ve done a lot of consulting over the years with agri-tech companies and tech companies in general, but the companies I work with here are quite a bit different from anything I’ve worked with in the past.

After building several successful companies across Canada and having kids at home, the travel got too difficult. I have always loved consulting, so when I saw the export advisor opening, I saw it as an opportunity to help businesses closer to home.

Export Navigator: What do you look for in a business to determine if they are ready to grow beyond B.C.?

Jason: I’d say only about a third of my clients fit into the category of companies that have yet to even think about exporting beyond B.C. In contrast, the rest of my clients are already exporting but need help with new markets or grants and funding, for example. When meeting new clients, I look closely for a sense of initiative or drive. I find that the most successful clients are communicative and responsive, and we end up having many back-and-forth conversations. The most eager clients are those who find success quite quickly. I respond well to energy and enthusiasm, so I enjoy working with companies that are excited as well.

Export Navigator: How would you describe your advising style/approach to working with clients?

Jason: I think of myself as a go-getter and advocate for my clients. I think it’s also essential to build awareness, especially among all the government agencies here. I prioritize getting the proper attention for clients ready to expand their business. But I’m not an expert on every program; if I don’t have the answer, I’ll find it for them. In many cases, that happens because I’m dealing with sectors and businesses I haven’t encountered before. But I’m quickly expanding my knowledge base and learning lots of new things along the way.

One other way I work is to connect clients with each other. I enjoy this greatly because I see what they’re doing and how they can benefit each other. I’ve had great feedback so far from clients that I’ve connected with other clients.

Export Navigator: Aside from being an export advisor, what else do you like to do in your free time?

Jason: I love to spend time with my kids. I promised my kids when they were young that whatever they were interested in, we would explore together. My daughter loves science, so we read Smithsonian encyclopedias about planets and the universe, dinosaurs, plants, rocks, and everything in between. My son also loves dinosaurs, especially ancient sea creatures; the meaner, the better.

Export Navigator: What’s your best advice for aspiring entrepreneurs?

Jason: We live in an exciting time right now where if you cobble together all the different programs and services available to a business, there’s a clear path from a startup to a successful multinational company. In the past, that would have been unheard of. I’d want businesses to know that you have an export advisor on your side to work with you on every step. There’s essentially a program or service for every step of the way, which is phenomenal.

Learn more

Thinking of exporting? Find an advisor in your region today and discover what opportunities are available to you.

Free trade agreements are the unsung heroes of exporting. By definition, free trade agreements (or FTAs) are treaties between two or more nations that form free trade areas. What this translates to is the loosening of trade restrictions, reduction in costs, and greater opportunities for exporters. 

FTAs typically minimize a wide range of regulatory barriers. In this blog post, we’ll provide an overview of all the ways FTAs make exporting a smoother process.  

1. Get preferential access to new markets

Canadian companies can export more easily to over 50 countries around the world that have FTAs with Canada. One of the most coveted FTA benefits is the simplified operational procedures for entering foreign markets. It reduces the unpredictability and compliance issues that are common when exporting to new countries. 

2. Save money    

FTAs almost always lower the tariffs placed upon foreign products, making exporting abroad less costly. 

3. Overcome non-tariff barriers to trade 

Not only do FTAs lower or remove tariffs but they can also provide other benefits. These include higher import quotas, shorter border-processing delays, and Intellectual Property (IP) protection which shields exporters from fraud and copycats in their new markets. 

4. Increase transparency of foreign markets 

Foreign markets can be unpredictable, but FTAs can offer Canadian business owners peace of mind. They may emphasize adherence to responsible business practices and advocate for meeting global standards. For example, the Canada-European Union Comprehensive Economic and Trade Agreement (CETA) includes provisions for product standards, professional certification, as well as labour rights and environmental protection. 

5. Bid on procurement contracts 

Another way FTAs grant Canadian companies a competitive edge is when it comes time to bid on government contracts. Government procurement is when governments and other public bodies buy goods and services. Some FTAs allow all Canadian companies to bid on procurement contracts – CETA is one example of this, unlocking a market worth $2.6 trillion annually. Sometimes, FTAs even encourage investment in the foreign market. 

An Example of FTA Benefits in South Korea 

Here’s a quick illustrative example to see how free trade agreements benefit Canadian businesses. 

On March 11, 2014, the Government of Canada and the Republic of South Korea formally concluded the Canada-Korea Free Trade Agreement (CKFTA). It subsequently entered into force on January 1, 2015.

Let’s look at beef to start – a particularly contentious product for importing into South Korea. It also happens to be Canada’s fifth most important beef export destination. 

Pre-CKFTA, fresh or chilled boneless beef (HS Code: 0201.30.00.00) carried a 32% tariff. That means, before your shipment of steak was even allowed to clear customs in South Korea, you’d have to pay a 32% tax on the value of your shipment. This substantial fee made competition with local producers nearly impossible. 

CKFTA resulted in a massive reduction in these tariffs. As of 2022, this tariff has been reduced by nearly half – to 18.6%. By 2030, all Canadian beef imports to South Korea will be tariff-free. Countries without an FTA with South Korea are taxed a whopping 40% on beef exports today. This puts Canadian companies at an incredible competitive advantage in the South Korean market.

Upon full implementation, South Korea will have eliminated 98.2% of all tariff lines for Canadian goods.

Including South Korea, Canada has 15 FTAs with 51 different countries – the USA, the European Union, and a number of countries in the Asia-Pacific region. 

Fun fact: Canada is the only G7 country with free trade access to the entire G7 & European Union. 

Canada’s FTAs cover 61% of the world’s gross domestic product (GDP) and open up markets to 1.5 billion consumers worldwide. You can read more about Canada’s FTAs at Global Affairs Canada’s website here.

A great tool to see what tariffs you may face exporting to specific markets is Canada’s Tariff Finder. Here you can search for your product, identify your HS code (which is the code used to identify and classify traded products), and see which tariffs may apply upon export. You can also use the International Trade Centre’s Market Access Map.

Stay tuned for the rest of our Free Trade Agreement series, where we’ll touch on the benefits and specific considerations of:

• CUSMA – the FTA between Canada and the US
• CETA – the FTA between Canada and the European Union
• CKFTA – the FTA between Canada and South Korea; and
• CPTPP – the FTA between Canada and ten countries in the Asia-Pacific 

Get Export Support Today

While FTAs open many doors for exporting to new countries, they can also be difficult to understand. These dense documents filled with legal jargon and complicated language require a lot of research if you are not already familiar with FTAs. 

At Export Navigator, our experienced Export Advisors can help save you time and effort in deciphering FTAs. Connect with an advisor today to learn how to take advantage of FTAs for your business, and get answers to your export-related questions. 

Trade shows can open new doors when it comes to growing your business. Whether your goal is to research potential new markets or to size up your competition, trade shows are a one-stop shop for improving your export plan. 

By attending trade shows, you will get the opportunity to:

• Gain market intelligence
• Network
• Test your products
• Scout out the competition
• Expand your sales on a large scale 

While being an exhibitor at a trade show comes with its own advantages, it can be costly. Simply walking a trade show is a low stakes way to test the waters and see if you’d want to exhibit there in the future. One way to make the most of attending is to conduct primary research and gain insight into consumer behaviors in another target market. 

From Attendee to Exhibitor

Unlike attending a show where you get to just be a fly on the wall, exhibiting requires a much higher level of commitment. However, the benefits are worth it. Becoming an exhibitor at the right trade show attracts attention and can elevate your legitimacy as a business. It indicates that your business features a notable product or service to showcase. As trade shows are highly interactive events, other benefits of exhibiting include gaining feedback, and opportunities to lock down sales. You can also host meetings with other companies, vendors, and agents in the market – all of whom will be valuable assets in your export journey.

A question you might have is how to choose the right trade show to exhibit at. Taking into account the costs involved, you want to make sure your return on investment (ROI) exceeds what you invest. A common rule of thumb is to decide on your trade show objectives and strategy before even researching where to exhibit. There are many things you can accomplish at a trade show, but a focus area can help you save time. For example, maybe your main goal is finding customers and raising awareness of your company. Then, you’d want to allocate more resources towards marketing and networking. If your focus is on launching a new product or service, you might consider having samples or demonstrations at your booth. 

Don’t forget to research the target audience of the trade show you choose. Will your top prospects and current customers attend? Or is the trade show targeted towards an audience that doesn’t really match your customer profile? Understanding the audience of a trade show is an essential part of evaluating whether a certain trade show is the right fit for your business. 

Where to Get Trade Show Support

Preparing for a trade show is no small feat but you don’t have to do it alone. One way to get financial help is by seeking assistance from the CanExport program. CanExport is a grant program funded by the Government of Canada, administered by Global Affairs Canada’s Trade Commissioner Service. This program provides grants of up to 50% of your costs for market entry activities – including travel and trade shows. 

For more tips and tricks on attending or exhibiting at trade shows, check out Export Navigator’s resource library and free e-courses. The Export Navigator program can also help B.C.-based businesses showcase their best self at trade shows. If you’re eligible for the program, you’ll be matched with an export advisor who can take your trade show presence to the next level. Reach out today to learn more. 

When exporting is done right, it’s an investment that can grow your business and pay dividends for years to come. While scaling up your production & fulfillment infrastructure and human resource capacity can be costly, there are a variety of funding solutions that can make exporting a much more accessible growth option. Today we’re going to look at some of the hiring grants available that can assist you in scaling up to meet your export goals. 

Student & Summer Hiring Grants

1) Canada Summer Jobs Program

Run by the Government of Canada through Employment & Social Development Canada, the Canada Summer Jobs (CSJ) program provides wage subsidies to create quality summer work experiences for those aged 15 to 30. The costs eligible for reimbursement depend on what sector the employer belongs to. Eligible employers include not-for-profit organizations, the public sector, and private sector organizations with 50 or fewer full-time employees. As stated in the CSJ applicant guide, Service Canada expects an average funded job duration of 8 weeks and for 35 hours per week.

Because placements are meant to allow young persons the opportunity to develop their skills and experience, applications must demonstrate that:

•     You are committed to retaining the staff beyond the subsidy period; or you are paying wages above those of the minimum in your province;
•     The position is supervised, with ongoing mentorship to allow for skills development;
•     Your business has implemented health & safety and work environment policies to ensure a safe, respectful workplace.
•     For the full criteria list, visit the Canada Summer Jobs wage subsidy webpage

Applications open in December/January of the preceding year, and typically close before the end of January. The program is competitive, so applicants are encouraged to prepare for the application process well before this period.

2) Work Integrated Learning Digital Subsidy

The Work Integrated Learning Program (WIL) helps employers grow their businesses by providing wage subsidies for hiring post-secondary students. WIL provides a wage subsidy of 50% up to a maximum of $5,000, or 70% up to a maximum of $7,000 for underrepresented students.

The student must be a domestic student and enrolled at an accredited Canadian post-secondary institution throughout the placement.

3) Mitacs

Mitacs is a national non-profit which assists students, Canadian academic institutions, and SMEs with research, development, and marketization of innovative commercial goods. Their Talent program provides wage subsidies which allow you to hire the specialised talent required to get your products to market, while their Market program covers 50% of your marketization project costs.

Export Navigator Can Help

Whether you’re looking for wage subsidies, commercialization, or integrated learning funding assistance to grow your business, there are a variety of government & non-profit solutions available. Have questions or want support with your funding applications? Reach out to us to learn more about these, and other funding solutions.

Did you know there are 7,151 languages in the world today? With so many different ways to communicate, it’s especially important to tailor your marketing and packaging to your target markets. 

Many markets have strict regulations around what language(s) your labelling and packaging are in. For example, in Canada, unless you are selling only within a limited area considered adjacent to the municipality where the product was manufactured, you are required by the Canadian Food Inspection Agency (CFIA) to use both English and French. Here are some of the CFIA requirements for how each language is used and displayed. Even with inter-provincial trade, labelling and packing requirements may vary depending on the province.

When entering a new market such as the United States, you may not be required to remove the French from your labels, but it will stand out. That’s because only 0.003% of the population speaks the language. If you’ve ever come across American products such as chocolate bars at gas stations or convenience stores, you’ll notice that they immediately pop out due to the differences in design, and lack of French. In markets where there is a strong ‘buy local’ or ‘buy domestic’ mentality, not blending in with local branding and labelling could potentially hurt sales.

There may also be differing regulations with respect to sizing, spacing, and placement of specific features. As a result, it’s generally not advisable to use your Canadian labels in the US, and vice-versa. Doing research on your target market will help you identify its language and labelling requirements. 

Website and Customer Service Considerations

Another factor to consider isn’t only your packaging, but also your website and customer service resources. Ensure that your website and appropriate staff have the language skills required for those markets. While English may be the dominant language of business globally, using the local market’s language will make it easier to build business relationships and provide adequate support for consumers.

A common workaround for smaller operations, or those with a diverse market base, is to contract out the development of a multi-lingual, or language-specific website. You can use in-market resources such as agents to conduct business operations on your behalf, in the local language. One resource that can further assist and bolster the work of in-market partners is Global Affairs Canada’s Trade Commissioner Service. They can assist export-ready companies with participation at trade shows, provide key contacts, and help you host and facilitate meetings. Another great resource is Trade and Invest BC, which can connect you with British Columbia’s Trade Representatives in markets around the world.

Languages are important. It is key for your international success that your message doesn’t get lost in translation! We always recommend tailoring your marketing to your audience. From packaging and labelling requirements to translating your website and customer service, there is a lot to think about when entering a new market. 

Learn More

Need help preparing to export your product or service? Reach out to us and talk to an Export Advisor today about how the Export Navigator program can assist you on your exporting journey. From accessing resources to receiving expert guidance, Export Navigator can help you reach your export goals.

Knowing your customers on a deeper level allows you to make better informed business decisions. You’ll be able to tailor your marketing, product development, or services in a way that attracts high value leads and customers. 

Of course, it’s impossible to talk to every single person in your target market to learn what motivates them as consumers. However, you can utilize primary research, the component of market research that involves gathering data and information directly from real people and experiences. While any business might conduct primary research, it’s especially useful for exporters. The information you collect from primary research is a significant factor in making your final decision on your target market, and how to effectively market your business there. In this blog, we’ll cover ways to do primary research, and how it relates to making buyer personas.

You’re likely familiar with doing research online, or secondary research. You may find that secondary research can’t always answer all the questions you have. To fill in knowledge gaps, primary research will help validify your online findings or bring new insights. 

The difference between secondary and primary research is simple: secondary research is a prerequisite to primary research, not a replacement. Both are equally important for a thorough understanding of new markets! Creating a customer (or buyer) persona is a great way for exporters to demystify their target market in terms of knowing who they’re selling to. 

Primary research methods

Data collected from primary research often falls into one of two categories – exploratory and specific. Exploratory information is open-ended, general, and often has few restrictions. Specific information is more intentional about answering a question or solving a problem. Here are a few different methods that cover both ends of the spectrum:

• Interviews

Interviews are suitable for getting exploratory information from a small number of people, either one-on-one, or in a small group. Whether it’s formal or informal is up to you. There are usually little to no limits imposed on the conversation, so expect to cover many topics. Interviewing a subject matter expert is immensely valuable for gaining an expert opinion on your industry, target market, and so on. 

• Focus groups

Focus groups are a type of group interview. What sets it apart from a regular interview is the type of participants selected. In focus groups, you would specifically choose demographically similar people to interview. As an exporter, one example of a focus group is gathering a small selection of consumers aged 18-24 from your target market. You could also group similar buyer personas together and find participants that match your descriptions of potential customers. 

• Surveys 

Surveys are less flexible than interviews because there are typically more people involved. It is a more structured method, with predetermined questions that you can’t change on the fly. A lot of thought goes into designing a survey, with the goal of getting precise answers. This method is useful for gaining specific information and insight into what a larger population thinks. You can administer surveys online, with sites such as SurveyMonkey, Google Forms, or Jotform. 

• Observations

Observations are for when you want a less biased approach to the research question you’re trying to answer. Rather than interviewing someone for their point of view, the observation method involves taking organized notes about what you observe. For example, you might travel to the target market and observe the attitudes or preferences of your target market. If you were at a trade show, a question you could answer through observation is what are the most common marketing practices there. This method is open-ended and is suitable for collecting exploratory information. 

• Analysis 

No matter what method you use to collect your data, you’ll need to analyze the responses. Analysis is organizing your data according to criteria you develop, and using it to discover patterns that answer your research question. It can be simple, like recording your observations and grouping common ones together, then drawing conclusions from your notes. Or, you can use online tools with sophisticated data analysis techniques. From word clouds to graphs, there are many ways to draw definitive conclusions from your research. 

Creating your buyer persona

Now that you have a quick overview of what primary research entails, you can use these methods in building a buyer persona. Just like how authors create a character, marketers do the same thing making buyer personas. According to hubspot, the definition of a buyer persona is a “semi-fictional representation of your ideal customers based on data and research.” The good news is, if you’ve done your primary research then you’re already halfway through creating your first persona! 

The objective of having a customer persona is twofold – figuring out who your ideal customer in an unfamiliar market is and how to best cater to them. Doing primary research first allows you to learn what customers and prospects like about your business. This will help you put together a customer persona. 

Here are a few key points to look for when making your customer persona(s):

• Basic demographic information (Age, gender, occupation, cultural background, family status, etc.)
• Motivations – What drives this person to make decisions, especially when it comes to buying different items or services? Does it have to do with fulfillment, social status, love, or basic survival? 
• Challenges – How can your product or service make this person’s life easier?
• Lifestyle – How does this person generally live? What does the lifestyle of your ideal customer look like? 
• Job – This is briefly covered in the demographics section, but it’s worth going in-depth on your buyer persona’s job. What is their job title and role? What skills or education is required? 
• Shopping preferences – How does this person like to shop? Do they prefer to shop online or go in person? How do they research new vendors or products to try? 

Personas are often used for creating persona-specific content. Examples include using the social media platforms your persona spends the most time on, and considering the social causes your persona stands for. For example, if you were to partner with a company or influencer, make sure it’s one that appeals to and has compatible values with your persona.

Next steps

Not sure if your market research is going in the right direction? Export Navigator can help. Our experienced export advisors can walk you through the export process, including the fundamentals of market research. Talk to an advisor today to get started. 

Your target market can make or break your exporting success. Market research can ensure you choose the right target market for your business. In our blog, “How to Choose a Target Market,” we went over the basics of export market identification and different types of research. Since market research is such a vast topic, this blog post will revisit some of the concepts we previously introduced in greater detail. 

Drawing on insights from our past webinar, “Market Research for Exporters” presented by Greg Henderson of Exportspark, we’ll be delving into secondary research. 

Why spend time on market research?

Market research can require a significant amount of time, energy, and resources. However, the hardest part is often just getting started – once you know how and where to research, you’ll be set! Part of market research is assessing the risk versus reward of exporting for your business. If your business isn’t prepared properly, the failure rate is high. That being said, the opposite is also true. With proper preparation, you could open many doors for your business through exporting. 

We’ll take you through one way of doing secondary research that considers best practices, how to find the most accurate sources of data, and how to rank your findings. 

Secondary research methods

As a refresher from our last blog post, secondary research is when you use existing research to form your own conclusions. We’ll be focusing on online research as that is one of the most common and accessible methods of research. 

Don’t forget to check online resources for accurate and up-to-date information. When in doubt, try these trustworthy sources to verify your research: 

• Associations 

Associations often conduct their own research so they’re a go-to resource for any exporter. Your sector may have an association, such as BC Wood or BC Food and Beverage, that has a vast library of industry-specific export resources. Keep an eye out for webinars and other events hosted by associations to brush up on industry knowledge.

• Wikipedia

Wikipedia is a free online encyclopedia that is updated regularly. It is generally a reliable source that utilizes a community of fact checkers and a wiki-based editing system. 

• Agencies

Agencies and programs like Export Navigator, Trade & Invest BC or the Trade Commissioner Service are helpful for getting one-on-one support and have their own resources on exporting. Export Navigator hosts webinars, offers free e-courses, and maintains a resource directory on everything export-related. 

Now that you know where to do secondary research, here are a few best practices that will yield the most accurate results:

• Double check and verify info for accuracy

Confirm your findings by cross-referencing your data with other sources. 

• Try to avoid data that is more than 4 years old

Data is constantly changing, so be mindful of how dated your resources are. 

• Focus on data that aligns with your unique value

Be intentional in the data you collect. Through your research, you should know whether your unique selling point will translate in other markets.

Ease of Doing Business Analysis 

In your research, you might have come across the ease of doing business index. The popular, but controversial, index from the World Bank provides a benchmark of how every nation ranks in terms of its regulations on businesses. It measures how simple regulations for businesses are, and the strength of property rights. At a glance, the index allows readers to gain a general sense of how easy it is to enter a market. 

In theory, this tool is useful, but it’s not without its flaws. There are a number of variables that the index doesn’t take into account, such as a country’s proximity to large markets, quality of infrastructure, inflation, or crime. Furthermore, the report has been recently discontinued in 2021 because of data irregularities and ethical concerns surrounding the inflating of certain country’s rankings. 

Trade performance indicators are extremely handy because it can give you a better idea of what doing business in any market is like. Luckily, there are other indicators available for market research. To find reliable ranking information of different markets, here are some alternative existing indicators you can refer to: 

• Entrepreneurship Database

Wondering what the density of new businesses in your target market is? The Entrepreneurship Database project collects data on registered firms from 2006 to 2020, focusing on the following three variables: the number of new firms, total number of firms and number of closed firms.

• Logistics Performance Index

The LPI is an interactive benchmarking tool. It lets you see the performance of each country’s challenges and opportunities on trade logistics, such as labor skills/shortages, environmentally-friendly logistics, and resilience to cyber threats. 

• Trade Map

Trade map provides a wide range of indicators on exporting. They have everything from export performance to international demands, and even alternative markets.

PESTEL Analysis

After gathering all your data, you’re ready to do a PESTEL analysis. A PESTEL (sometimes referred to as PEST) analysis helps you rank your markets in order of viability, risk levels and ease of doing business. The PESTEL analysis stands for the following categories:

• Political stability

Is your target market politically stable? Part of a stable government includes being proactive in economic affairs, such as exports, imports, sales, and so on. A stable government also means adequate support for exports and a reliable market for your business to thrive in. 

• Economic strength

Will the average customer in your target market be able to afford your products? Canadian goods are typically considered premium quality abroad. Ideally, the average consumer in your target market has more than enough disposable income to spend on imported goods and services. 

• Social factors

Social factors can paint a detailed picture of your ideal customer. Cultural norms, working hours, shopping habits, culture, and religion are just a few of the social factors that make up your customer persona. 

• Technology adoption

These days, technology adoption permeates all aspects of business. It’s important to know if your target market is on par with your business’ technological needs. For instance, software or ecommerce businesses won’t fare well in a region with poor Internet connectivity. Or, if your marketing is heavily dependent on social media, look into what social media platforms are most popular in your new market.

• Environment

If your product or service is known for being sustainable and environmentally-friendly, you should target markets that have a reputation for being green. 

• Legal framework  

Intellectual property (IP) is a vast topic – some common IP types are copyrights, patents, trademarks, and trade secrets. However, not all countries recognize the same IP types which could pose a risk to your business. That’s why familiarizing yourself with the legal framework of your target market is highly recommended.

Market research consists of frameworks and criteria that you can use to map out your ideal market or customer. In this case, the goal of doing secondary research is to come up with your top few markets (ideally two or three) you’d like to enter. Next, you’ll need to engage in primary research to validate those markets – a critical step. 

Stay tuned for our next blog as we take a deep dive into primary research, where we’ll talk about building your customer persona and basic primary research methods. 

Learn more 

Export Navigator is here to guide you through the fundamentals of everything export-related. We regularly host webinars on a wide range of exporting topics. Check out our Export Education page for upcoming events and sign up for our newsletter so you never miss them!

An export plan wouldn’t be complete without a marketing strategy tailored to your new market.  It should take into account the target market’s key economic, social and cultural characteristics. 

Describe your ideal customer in this market – how do they make purchasing decisions? What are their buying patterns? Doing market research will answer these questions and inform an effective marketing strategy. 

Your export marketing strategy serves as your value proposition. It’s your chance to create a connection with your new customers and convey the quality of your product or service. One of the most common ways to do this is by customizing your online presence. Today, we’ll cover social media and website marketing for exporters. This blog topic and content is based on a previous webinar hosted by Export Navigator and presented by Tiny Planet Digital, called “Digital Marketing for Exporters.”

Social media around the world 

Organic social media (free content shared online, without paid promotion) is a useful tool to get people acquainted with your brand. According to Statista, 91.9% of U.S. marketers will use social media for marketing purposes. East Asia boasts the world’s highest social media penetration at 71%. This makes social media a very valuable marketing tool for reaching a variety of audiences.

Awareness of cultural preferences is a key part of developing new marketing materials. Your goal is to blend in seamlessly with the marketing tactics in your target market. That way, potential customers can identify with your branding. Using East Asian markets as an example, we’ll see how digital marketing in another part of the world compares to marketing in B.C. 

WeChat, Weibo, or Douyin? 

Social media is certainly ubiquitous in most markets, but not every country has Facebook or Instagram as their top choice platform. In China, WeChat is by far becoming the most popular multi-purpose social media platform. A noteworthy stat is that 86% of WeChat users are between 18 and 35 years old, which is also the age group that is driving most of China’s consumption growth. WeChat shares similarities with Facebook, and also has integrated many e-commerce features. It is one of the best options for increasing brand awareness in the Chinese market.

You might be asking, “What about my Canadian branding? Do I combine that with my new market’s branding or should I create multiple new profiles for each market?” Many large companies have regional-specific sites or social media pages for international customers. However, given the limitations for small businesses, that isn’t always possible. No matter how big or small the change, making an effort to localize content shows you’re accommodating your new customers. This article on Social Media Examiner is a great guide on how to cater to specific regions while maintaining an overall brand identity.

Cultural differences in website design

Having a high quality website is another essential part of getting your business export ready and establishing credibility in your market. To accommodate your new customers, consider creating a separate site or landing page dedicated to your new market.

Cultural preferences permeate website design. Two ways to ensure your marketing is culturally relevant are to be observant, and exercise caution. Being observant can tell you a lot about the dos and don’ts in business, whether you’re at a trade show in a foreign country or researching how other companies market in that region. 

Yahoo is one company that has region-specific site layouts. You might notice from the image below that Yahoo Japan is visually more cluttered and text-heavy compared to Yahoo’s design in Canada. There are several explanations as to why many East Asian website layouts are so busy and full of links. In one interview with CNN correspondent Kristie Lu Stout, she says the Chinese online consumer expects the same experience of shopping in person at a market or bazaar – often overstimulating and making use of all available space. 

Secondly, being cautious is necessary when making marketing decisions. Colour and symbolism may be interpreted differently across cultures, so it’s important to know what design elements you should use and avoid as part of your localization strategy. A guide from Market Finder on Google explains, “White in Western countries is used for weddings; in China it is used in funerals. Red is a high prestige colour in India, whereas in the United Kingdom it is purple, and in China it is yellow.” 

Making a good first impression in your new market starts with how you present your brand. Being considerate of cultural differences in both social media and website design will determine how well you connect with your audience. 

Learn more about exporting 

Looking for more in-depth, introductory exporting content? We periodically host webinars on a wide range of exporting topics – stay tuned to our event page for the next one! You can also sign up for our newsletter and be the first to know when our free seminars are available.

An export marketing plan has many different components to it, from social media to website design. Utilizing SEO (search engine optimization) and paid ads are two ways to ensure you’re optimizing the reach of both your social media and website content. We’ll cover how you can build brand awareness through SEO and paid ads – drawing on insights from a previous webinar, “Digital Marketing for Exporters,” hosted by Export Navigator and presented by Tiny Planet Digital.

When you google what your company does, how does your website rank in the search results? For example, if you were a gluten-free snack company and you looked up “gluten-free snacks BC”, would you be on the first page after you hit search? As you can probably guess, it’s not ideal to be on the last page of hundreds upon thousands of search results. This is where SEO comes in to lift your website out of digital obscurity. 

One common way to improve your website’s SEO is by making sure you’re using relevant keywords. Using the gluten-free snack example, other keywords or phrases that the company’s website might use include: organic; vegan; plant-based, ways to use + product, where to buy + product, etc. 

However, it’s not enough to pick keywords at random – you’ll need to do research to determine the best ones for your company. “Vegan” is a great keyword to have, but it’s also highly competitive. Remember to not overlook keyphrases and use long-tail keywords, which is a more specific search that is usually longer than a simple keyword. For instance, a common search on Google is “where to find [product].” This indicates a search where someone is wanting to make a purchase. So, one of the web pages could include “how to find gluten-free snacks in B.C.” as a keyphrase woven into its copy. 

Preliminary keyword research can be done in multiple ways. Here is a step-by-step guide from Hubspot to get you started: 

• Make a list of important, relevant topics based on what you know about your business and target audience

When you think of a gluten-free snack company, you may relate it to topics like health, wellness, or a certain diet. 

• Fill in those topic buckets with keywords/phrases

These keywords/phrases could be something more specific but still health-related – for example, “organic” or “vegan,” as mentioned earlier.  

• Understand how searcher intent affects keyword research and analyze accordingly 

Some words or phrases can have multiple meanings. If you’re unsure of what using a specific keyword implies, try typing it into a search engine to see if the results are relevant to your business. 

• Research related search terms

Google often shows search terms related to what you just looked up. This is a great indicator of other keywords that people are using to find the same thing. 

• Use keyword research tools (Ahrefs, SEMrush, Ubersuggest)

Online tools can help you find keywords as well. Some popular ones are listed above. 

Other SEO tips are to publish high quality content that is relevant and authoritative. Ensure it’s regularly updated to maintain relevancy, as search engines favour updated content. Cross-linking to other sites with credible and relevant information is another way to improve your SEO while adding value for readers. 

Paid Ads

The next component of building brand awareness online is through paid ads. With paid ads, you’ll make contact with shoppers in various stages of the customer journey. You can set different objectives and design ad campaigns so they serve your goals, whether it’s to make sales, increase brand awareness, or to educate. 

Popular channels for paid ads differ by region but here in North America, a few common ones are Google, Facebook, LinkedIn, and YouTube. Again, choosing your channel(s) boils down to your target market and doing market research to know which networks are most suitable. If you read our last post on building brand awareness, you’ll know that many markets in East Asia have their own local social media and video platforms that are musts for reaching a new target audience.

It’s also helpful to note where your organic social media content is performing best, as you’ll want to advertise there. For an in-depth look at each type of ad that many platforms offer, read this guide from Hootsuite. Ads can take on a variety of forms, such as interactive games, carousels, or story ads. 

After finalizing your paid ad campaign, don’t forget to track its performance! Some KPIs (key performance indicators) to watch for include:

• Impressions (the number of times a user comes across your ad)
• CTR (Click through rate)
• Landing page views
• Conversions (such as purchases)

On the fence about pursuing paid social? Here are some reasons why paid social media is worth it for exporters who are trying to establish a customer base in a new market: 

• Paid social gives your business guaranteed reach
• It allows you to target your most relevant customers
• It teaches you about your target audience with in-depth insights that are more detailed than organic social analytics

Learn more about exporting 

Looking for more in-depth, introductory exporting content? We periodically host webinars on a wide range of exporting topics – stay tuned to our event page for the next one! You can also sign up for our newsletter to get updates on upcoming Export Navigator webinars, events, and resources. 

In this second part of our “Export Planning 101” series, we’ll outline the next sections that your export plan should include: finding buyers and partners to help with the export process, and transportation and logistics.

To recap from our last blog, “Export Planning 101: Finances,” an export plan is an extension of your business plan. Having a strong export plan increases your chance for success in new markets – that’s why we’re here to help you create a comprehensive plan of your own!

Finding partners and buyers

Once you’ve identified your target market(s), the next step is finding partners and buyers. In your export plan, address how you are going to find buyers, communicate with them, and vet them to ensure they’re legitimate.

The process for finding partners and buyers outside B.C. isn’t far off from how you would find buyers at home. Some questions to ask yourself are:

• What type of customer are you selling to?
• Who sells to your target customers and how?
• Which channels are already successful for your product/service?

Through your answers, you will gain a better idea of the contacts you’ll need in your network. Social media plays a huge role in meeting and cultivating relationships with potential buyers and partners. A great starting point for building your export network is on LinkedIn. Use it to reach out to your personal network and ask for introductions to contacts in your sector and target market. You can also find industry groups and agents in your sector on LinkedIn.

Even if you don’t currently have contacts in your target market, you can easily start growing your network online. When the relationship is strong enough, it’s recommended to eventually have an in-person meeting with your potential buyer.

There are other resources to utilize, such as industry and trade associations like the Chambers of Commerce or BC Food & Beverage. They might host trade shows or webinars that are opportunities for you to meet others in your industry. Lastly, traveling to your new target market for hands-on research is always beneficial, as you’ll be fully immersed in the culture and environment. You may find B.C. provincial or Canadian government representatives there that can connect you with potential buyers and help with the overall processes.

Transportation and Logistics

Transporting your goods to your buyer involves extensive planning to make sure everything goes smoothly. Referring to internationally recognized rules like the Incoterms® rules help traders avoid costly misunderstandings. They clarify the tasks, costs and risks involved in the delivery of goods from sellers to buyers. It’s essential for buyers and sellers alike to familiarize themselves with Incoterms.

For transportation, exporters typically employ a freight forwarder and/or customs broker to help choose how to transport your product and reduce your workload. This is an important decision to make, as a mistake in logistics or customs can be extremely expensive. There are many variables to consider, like the size and weight of your goods, when it needs to arrive at its destination, the cost of shipping, and any other special requirements.

A freight forwarder is a person or company that helps manage delivery modes and costs. They can assist with logistics including paperwork and documentation. A customs broker is regulated by a country’s border agency – if you were to ship to another country, a customs broker would help you clear customs once your shipment arrives and ensure compliance with foreign border requirements.

During transportation, and upon your goods’ arrival at its destination, you should take several factors into account. Do your goods need to be temperature controlled? Do you have any perishable items? How quickly does your buyer need the product to arrive? This may require special arrangements for warehousing and transportation, depending on what you’re exporting.

Prepare to plan your timeline well in advance, because getting all the required documents could take longer than expected. Another consideration is if you need to make product or packaging modifications. For example, you may need to change the packaging to another language or design that appeals more to your new market. This is a topic we’ll cover in our next blog – what to include in your export marketing plan.

Get started on your export plan

It’s never too early to start on your export plan. Our export advisors make taking the first step easier and will demystify the export process along the way. Speak with an advisor today and grow your business beyond B.C.!

One of the secrets to export success is simple – planning! Having a solid plan helps you predict trouble spots and address them early on. Being poorly prepared not only affects your company’s performance abroad but could harm your domestic operations too. Fortunately, all that can be easily avoided with a well-developed export plan.

An export plan is essentially an extension of your business plan, the foundation for your export strategy. If your business plan hasn’t been reviewed and updated recently, or if you don’t have one, now is the time to start!

In our “Export Planning 101” blog series, we’re here to guide you through the major points that your export plan should include. This blog will cover the financial section of the export plan.

Financing your export journey

From a financial standpoint, there are a few key areas to consider in order to minimize the risk of running into difficulties down the road. The financial options for exporting businesses are plentiful, so make sure to discuss funding and methods of payment with your financial institution.

Costs

Exporting costs can add up, which is why it’s so important to budget and pinpoint your business’ financing needs. Expect to spend on travel, trade shows, documents and notary costs, as well as future expansion. Depending on where your target market is, you’ll also have to pay for translation services.

Methods of payment

There are several ways to collect payment and understanding each of them will help reduce the risk of non-payment. As with domestic sales, negotiate and decide on your payment terms ahead of time. Here, we will cover payments in advance, letter of credit, bill of exchange, and open account methods of payment.

• Payments in advance

Ideally, exporters receive 100% of payments in advance. This means getting paid before shipping your goods or performing your service. You can also ask for multiple payments of different percentages to build trust with your buyer and balance risk.

• Letter of credit

In this method of payment, the buyer’s bank issues a letter ensuring funds are being held for the purchase. Once certain conditions outlined in the contract are met, the buyer’s bank deposits the payment into your account.

• Documentary collection

Similar to the letter of credit method, documentary collection utilizes your bank to mediate the payment process. In this transaction, your shipping documents are withheld from the buyer until you are paid. Once your bank collects the payment as agreed, they will release the documents to the buyer, allowing them to clear customs and gain access to the goods.

• Open account

An open account works by sending an invoice to the buyer after delivering the goods or performing the service. The buyer is expected to pay within the specified timeframe. This method of payment is usually reserved for higher trust relationships or inter-company transactions.

As you can see, there are varying levels of risk associated with each method of payment. You may decide to change methods or your terms over time, as the size of order or level of trust between you and the buyer changes.

Minimize financial risk

In addition to choosing the right method of payment that reflects the relationship between you and your buyer, there are other steps to take for minimizing financial risk. Consider the following:

• Credit checks
• Accounts Receivable insurance
• Insurance during transportation of goods
• Protection against currency fluctuations
• Collecting a deposit from buyers that covers the cost of goods sold

 Funding programs or grants

There are many programs and associations that support exporting and provide financial assistance. The Trade Commissioner Service offers funding for exporting Canadian businesses through the CanExport program. For underrepresented groups in business, there are also funding programs for women-owned and Indigenous-owned businesses.

Besides government grants, banks that support exporting, like BDC or EDC are great options for getting financial support.

How do I get started?

Now that you know the basics of what the finance portion of your export plan should include, it’s time to dig deeper and figure out the specifics for your company. Get a head start on your export plan and go through the Export Navigator Workbook with an export advisor.

In our next blog, we will discuss the rest of the export plan outline – finding buyers or partners, and transportation and logistics. Stay tuned!