One of the advantages of setting up a business in Canada as a newcomer is that you’re starting fresh — a clean slate. And with a strong digital presence being crucial for success today, there are many tools and trends you can tap into. Here are some key digital trends for immigrant entrepreneurs in Canada, shared with us by Olumide Anibaba, a business consultant for the Enriched Life Company.
The rise of micro-influencers
Micro-influencers are content creators who have carved out a niche based on their interests. They usually have 1,000–100,000 followers and, unlike mega-influencers, tend to have highly engaged communities. Their passion and authenticity often build more trust with followers than celebrity endorsements do.
Cost is another factor. A post from a mega-influencer can run up to $7,500, while a micro-influencer might charge around $500 or less, which is a far more affordable option for small businesses. With better engagement rates and more authentic connections, micro-influencers can be a powerful way for newcomer businesses to gain visibility and grow.
Customer influencers: Word of mouth, reimagined
Customer influencers are essentially the modern version of word-of-mouth marketing. Satisfied customers who share positive experiences, reviews, or referrals give your business social credibility.
Business owners should actively encourage referrals and testimonials, while also paying attention to negative reviews — which can be opportunities to improve products and services. Building credibility this way helps attract more customers and strengthens your brand.
More video content
Short-form video content is on the rise across platforms like TikTok, YouTube, and Instagram Reels. Video allows customers to see the human side of your business and build authentic connections.
You don’t need professional equipment; a smartphone is often enough. Keep videos short (around two minutes), authentic, and engaging. Research shows that people retain 95% of information from videos compared to text.
The rise of voice search
With digital assistants like Alexa and Siri now mainstream, more customers are searching online conversationally. To be found, businesses should create content that matches natural language queries — for example, FAQs, product guides, and how-to resources.
Also read: How to finance your business in Canada as a newcomer
The expansion of artificial intelligence
AI can generate insights from customer data, improve personalization, and help with targeted ads. Platforms like Google, Facebook, and YouTube already use AI to tailor content, but small businesses can also benefit from AI assistants, chatbots, or automation tools.
When exploring AI solutions, consider your business goals, ease of use, scalability, and customer support. Look for platforms that grow with your business and regularly improve their features.
Generating leads
Web forms, surveys, and CRMs (customer relationship management systems) are effective ways to collect and manage customer information. Tools like Google Forms make it easy to gather insights, while more advanced CRMs allow you to track customer journeys and run targeted campaigns.
Automating your social media
Automation tools can save time by scheduling posts, monitoring engagement, and analyzing performance. Platforms like Google Analytics and Semrush help track website traffic, keywords, and audience behaviour, while tools like ChatGPT and Copy AI assist with content creation. Chatbots can handle routine customer inquiries around the clock.
Other helpful tools include Nicejob (for collecting reviews) and Zapier (for integrating apps and streamlining tasks). Before investing in tools, clearly define your business goals so you can choose the right solutions.
Search engine optimization (SEO)
Ranking high in Google search results is essential, since most people never go beyond the first page. To improve SEO, focus on:
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High-quality, valuable content
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Fast website load speeds (customers expect sites to load in under a second)
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Mobile-friendly design
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Strong security and trust signals
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Clear organization of website content with relevant titles and headings
Google rewards sites with high engagement, authority, and trust. By delivering real value and ensuring a great user experience, newcomer entrepreneurs can boost their visibility and attract more customers online.
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