The Scotiabank Women Initiative

Featuring: Nicole German, VP & Global Head of Enterprise Digital Marketing & Growth at Scotiabank and a member of The Scotiabank Women Initiative Advisory Board

More than ever, women entrepreneurs and women-led small businesses have a lot on their plate. On top of managing a business, juggling virtual home schooling or elder care, they also have to adapt their strategies and learn new skills to pivot, connect, sell and scale online. With so much to do in a limited time, it’s important to put priority on the areas that will provide the greatest value. 

My advice for women entrepreneurs is to start with a plan and roadmap that allows you to set clear goals and objectives. From this initial plan you can build on it and scale.  In your plan ensure you answer – what are your goals, who are you targeting, how you will reach them and why it’s important to them (ie customer value).  Set measures of success and build from there. Start small. Focus on a few metrics like increasing website visitors or online leads. Target a specific segment or product. And layer on and grow from there. I refer to this as infrastructure for scale.

It’s also important not to stress about learning all the digital marketing lingo. Just ask yourself three basic questions:

  1. Who are you selling to? 
    Spend some time defining your audience. Who are they and why would they love your product or service? HubSpot has some great tools to help you define your audience. You can find their full Startup Growth Playbook here.

  2. How are you going to reach them?
    Where do you find your audience? What sites to they visit? How do they search?
    Shopify has some great articles on how to get visitors to your site: both the low hanging fruit (free) and how to start testing paid media.
    Read: Need Traffic? Here's How to Get Visitors to a New Website (Even If You Don't Know Where to Begin)

  3. Why? What’s the value to them?
    What’s the value proposition for your audience, and how can you share this message in an easy to digest format. Get creative with posts and videos.


Answer these questions and take advantage of more online learning from our collaborators like HubSpot, Shopify and Facebook.

We’ll continue posting more digital tips for women business leaders here, on our Digital Hub, so be sure to come back to the site often!

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