Sunday, 31st December 2017 | Marketing

Top five trends for marketing your business in 2018

As the calendar closes out, we often think back and reflect on our accomplishments from the past year, and our goals for the year ahead. As a small-business owner, it’s undeniable that you have corporate goals across all facets of your organization about how you can evolve in the coming year.

As the calendar closes out on 2017, we often think back and reflect on our accomplishments from the past year, and our goals for the year ahead. As a small-business owner, it’s undeniable that you have corporate goals across all facets of your organization about how you can evolve in 2018.Have any new marketing options crossed your mind? As one of the main drivers of traffic to your business, it’s important to embrace new marketing techniques and trends to keep up with the competition. Below, we’ll talk about the top five ways you can showcase your business in the New Year.

Evolve with social media

Social media advertising is about to get even more competitive in 2018 as each social platform is growing their number of advertisers at a rapid pace. While large companies have been using social media advertising for some time, there has been significant growth with small businesses. However, many still haven’t embraced social media ads, leaving room for that market to expand, but also potential for the cost of advertising to increase.

Social media channels are also evolving into publishing outlets versus simply sharing outlets. For example, LinkedIn has become even more popular, with many businesses turning to the tool to increase their marketing by publishing influential articles. Both Snapchat and Instagram have also launched linking features. With a simple swipe, consumers read articles, watch videos or connect to a specific URL.

Embrace personalized marketing

Marketing is becoming more and more personal, as companies begin to avoid stock images, generic campaigns or robo-calls to attract new consumers. This year, to stand out and truly connect with potential customers, small businesses will need to provide valuable, personalized content.

As an example, personalizing email marketing can be exceptionally valuable because small businesses often produce a variety of products and/or services, yet not every offering appeals to every customer on an email list. Consider segmenting your lists to ensure your marketing is delivered to the appropriate target audience.

Get in on live streaming

Consumers aren’t easily impressed with generic marketing ploys anymore. Instead, they’re drawn to real-life connections. In turn, brands are turning to live video to create exactly this type of link to their consumers. In 2018, it’s possible that small businesses not participating in live video could struggle to stay top of mind.

Live video now goes hand-in-hand with almost any kind of business on social media. Across multiple industries, live video allows businesses to host webinars, broadcast special events, showcase product reviews and more. There are many unique and creative ways to integrate live video into your social media strategy.

Strategically utilize influencer marketing

Content marketing is no longer just about creating great content for your website. It’s about getting your content in front of consumers where they already are, meaning using social media as a publishing outlet is a perfectly effective medium.

With the majority of consumers relying on their social feeds for advice on purchase decisions, brands will have to be careful when considering which influencers to partner with, as some can charge excessive fees. Also, consumers have a pulse on authenticity, so choosing an influencer that will honestly and authentically promote your products or services is imperative.

The New Year will see also marketers working more with micro-influencers. These influencers typically have audiences of less than 100,000 people, versus macro-influencers who top of the charts with millions of followers. Micro influencers tend to have a more loyal following within very specific niches. If you can find the right influencers within your small business’ target demographic, micro influencer marketing is likely to give you a greater return on investment when compared to many types of paid advertising.

Emotionally engage your consumers

It’s equally important for marketing to showcase a great promotion or new product as it is to connect with consumers’ emotions and conscience. Small businesses can use purposeful marketing to target an audience based on their shared needs and interests, especially when it comes to supporting worthy causes. Customers are loyal to brands that give back, with many admitting they would switch brands to one associated with a charitable cause. Partnering with local nonprofits and charities can certainly give your brand a stronger presence.

Even with the evolution of marketing, there’s still many trends that are likely to stay awhile. As one year ends and another begins, now is the perfect opportunity to adopt new best practices and strategies. Keep in mind the above marketing trends that will keep your business moving forward in 2018. 

Read Also

Preparing Your Small Business for 2026: Funding, Goals, and Growth Strategies

As the calendar turns toward a new year, small business owners across Canada are setting their sights on growth. The start of 2026 is an ideal time to look ahead, set new financial goals, and build a plan that supports sustainable progress. A thoughtful small business growth strategy helps you strengthen operations, expand opportunities, and make confident financial decisions.

At iCapital, we help Canadian business owners prepare for success with fast and flexible funding when the bank is not an option. Whether your focus is expansion, equipment, or working capital, the right plan and funding partner can set the stage for your best year yet.

Why Year Ahead Planning Matters

Successful businesses do not grow by chance. They grow by design. That is why year-ahead planning for small business owners is essential. Taking time now to review your 2025 results and plan for 2026 gives you a clear picture of where you stand and what it will take to move forward.

Thoughtful planning allows you to:

  • Identify opportunities for growth based on performance trends
  • Set achievable financial goals that align with your vision
  • Allocate resources effectively to maximize returns
  • Anticipate cash flow needs before busy or slow seasons
  • Position your business for stability and long-term success

Preparation now means fewer surprises later and a smoother path toward measurable growth.

Building a Small Business Growth Strategy for 2026

A strong small business growth strategy combines clear goals with practical steps. Start by assessing what drives your success and what holds you back. Then create a roadmap that supports steady improvement across all areas of your business.

Key elements to include:

1. Financial planning: Review your cash flow, profits, and expenses. Identify where to reinvest and where to adjust. Strong financial planning keeps your business agile.

2. Goal setting: Use specific, measurable objectives to track progress. For example, increase customer retention by 10% or grow online sales by 15%. Clear small business goal setting keeps your team accountable.

3. Marketing and customer engagement: Refresh your marketing strategy to reflect new trends and customer behaviour. Digital ads, email campaigns, and content updates help you reach and retain your audience.

4. Operational efficiency: Look for tools, training, or technology that reduce costs and improve productivity. Small changes can create significant long-term gains.

5. Funding and financial support: Strong growth strategies rely on reliable access to capital. That is where iCapital can support your plans.

How iCapital Can Support Your 2026 Growth Plans

At iCapital, we know that funding plays a central role in turning business goals into results. Our business funding in Canada helps small business owners access the capital they need quickly and easily, without the delays of traditional banking.

With iCapital Small Business Loans, you can:

  • Invest in marketing and expansion
  • Purchase equipment or inventory to meet new demand
  • Bridge cash flow gaps during quieter periods
  • Hire or train staff to support growth
  • Build stability with repayment terms that work with your revenue cycle

We provide funding that moves with your business, giving you the confidence to start the new year strong.

Common Planning Mistakes to Avoid

Even strong plans can fall short without the right structure. Avoid these common mistakes as you prepare for 2026:

  • Setting goals that are vague or unrealistic
  • Ignoring performance data from the previous year
  • Overlooking cash flow needs in budgeting
  • Delaying funding decisions until it is too late
  • Spreading resources too thin across too many projects

The key to long-term growth is planning with purpose and staying proactive throughout the year.

Blog

How to set financial goals for 2026

As the year draws to a close, many small business owners are reviewing their results, planning improvements, and setting goals for the year ahead. Establishing clear financial goals for 2026 is one of the most effective ways to build a stronger, more resilient business. Whether your focus is on expansion, equipment purchases, or cash flow management, thoughtful planning now will set the tone for success in the new year.

 

At iCapital, we help Canadian small business owners access fast, flexible financing when a bank is not an option. With our small business loans, you can put your goals into motion and start 2026 with confidence.

Why setting financial goals matters

Financial goals do more than guide your numbers. They give your business purpose and direction, helping you make better decisions and measure results along the way.

Setting clear, realistic financial goals can help you:

  • Stay focused on what drives growth and stability
  • Track progress and adjust quickly when needed
  • Strengthen cash flow to prepare for unexpected costs
  • Plan for long-term investments that fuel expansion
  • Build confidence when pursuing new opportunities

Taking the time to set specific goals helps ensure that every dollar you invest in 2026 supports your bigger vision for success.

How to create financial goals that work

Start by looking back at 2025. Review your sales performance, expenses, and cash flow patterns to identify trends. What worked well? What challenges are repeated? Use those insights as your foundation.

Then, follow these key steps:

  • Set measurable objectives: Define goals that are clear and trackable, such as “increase monthly revenue by 15 percent” or “reduce overhead costs by 5 percent.”
  • Plan realistic timelines: Break annual goals into quarterly targets to measure progress and make timely adjustments.
  • Prioritize investments: Focus your resources on areas that support growth, like technology upgrades, marketing, or staff development.
  • Prepare for challenges: Build a financial cushion or arrange access to funding to manage slow periods or unexpected expenses.
  • Use business lending tools strategically: iCapital’s Small Business Loans can help you pursue growth opportunities without disrupting your day-to-day operations.

How iCapital can help you reach your 2026 goals

Every business’s financial path looks different, which is why flexible options matter. At iCapital, we offer funding solutions designed to meet your specific needs, timelines, and cash flow.

With iCapital funding, you can:

  • Expand operations or open a new location
  • Invest in new equipment to improve productivity
  • Manage seasonal fluctuations with accessible working capital
  • Bridge cash flow gaps between receivables and expenses
  • Fund marketing campaigns to drive year-round growth

Our process is simple and fast, helping Canadian business owners access the funding they need without the complexity of traditional banks.

Common goal-setting mistakes to avoid

Even strong plans can falter without structure. Avoid these common mistakes as you prepare for 2026:

  • Setting goals that are too broad or unrealistic
  • Forgetting to monitor results regularly
  • Overlooking cash flow in your planning
  • Ignoring seasonal trends or customer cycles
  • Waiting too long to secure financing support

A solid plan combined with the right financial tools can help you stay focused and adaptable as new opportunities arise.

Plan ahead and start 2026 strong

A new year means new opportunities to grow, improve, and invest in your business’s success.

At iCapital, we are proud to support Canadian small business owners with small business loans designed to fit your goals and cash flow. If you are ready to turn your 2026 financial goals into action, talk to our team today — and see what is possible when the bank is not an option

Management

Holiday readiness starts with the right inventory strategy

For many small businesses, the holiday season can make or break the year. Preparing early with a clear inventory strategy helps you stay ahead of demand, avoid cash flow stress, and make the most of peak shopping periods. Having the right amount of inventory available can mean the difference between record sales and missed opportunities.

That is where smart planning and reliable financing come in.

At iCapital, we help Canadian small business owners access fast and flexible funding to keep up with seasonal demand. Whether you need to stock up on bestsellers, introduce new products, or meet supplier minimums, we can help you prepare for a strong finish to the year.

Why Holiday Inventory Matters

The holiday rush is more than just an opportunity for sales. It is your chance to strengthen customer relationships, attract new buyers, and build momentum for the new year. But success depends on having the right products available when your customers are ready to buy.

Strong inventory management during this period helps you:

  • Avoid stockouts on high-demand items
  • Take advantage of supplier discounts with larger orders
  • Reduce lead times and shipping stress
  • Boost customer satisfaction with faster fulfillment
  • Capture last-minute sales during peak shopping weeks

Running out of inventory too soon can hurt your bottom line and your reputation.

Creating an Inventory Strategy That Supports Your Goals

Start by reviewing last year’s performance. Which products sold out early? Which stayed on the shelves? Use that data to forecast demand and plan ahead.

When building your holiday inventory strategy, consider:

  • Product priorities: Focus on proven top sellers and bundle slower-moving stock.
  • Supplier timelines: Account for longer lead times due to seasonal congestion.
  • Storage capacity: Make sure you have enough space to handle extra stock efficiently.
  • Cash flow planning: Factor in upfront inventory costs before sales revenue begins.

Even the most prepared businesses can feel the pressure when it comes to upfront inventory costs. That is where funding can bridge the gap.

How iCapital Can Help Fund Your Inventory

At iCapital, we know that seasonal success depends on timing. Our financing options are designed to help small business owners access capital quickly, without the delays and paperwork of traditional banks.

With iCapital funding, you can:

  • Order inventory early to avoid supplier shortages
  • Secure bulk discounts and improve profit margins
  • Cover upfront costs without draining cash reserves
  • Stay flexible with repayment terms that match your sales cycle
  • Expand product lines to meet new demand and trends

Whether you operate a retail store, restaurant, online shop, or service-based business, our team helps you find the right solution to fit your goals quickly and easily.

Common Holiday Inventory Mistakes to Avoid

Even experienced business owners can face challenges during the holidays. Keep these common issues in mind:

  • Waiting too long to place supplier orders
  • Overbuying and tying up cash in slow-moving stock
  • Ignoring shipping delays that affect product availability
  • Skipping post-season analysis to prepare for next year

By staying proactive and supported, you can turn the holiday rush into a season of growth instead of stress.

Finish the Year Strong with iCapital

The holidays move fast, but with a clear plan and the right financial support, your business can move faster.

At iCapital, we are proud to help Canadian small businesses stay stocked, stable, and ready for success. If you need funding to build your holiday readiness plan and secure inventory before the rush, we are here to make it happen when the bank is not an option.

 

Sales ,Management

When it is time to refresh your brand and how financing plays a role

Your brand is more than a logo or colour palette. It is the feeling your customers get when they interact with your business. Over time, your business grows, your customers evolve, and your market shifts. When that happens, your brand may need to shift, too.

A brand refresh can strengthen customer trust, sharpen your message, and position you for long-term success. But like any business upgrade, it often comes with a cost. That is where funding from iCapital can help.

At iCapital, we support Canadian businesses with fast and flexible financing when the bank is not an option. If a brand refresh is on your mind, we are here to help you bring it to life without compromising your cash flow.

What is a brand refresh?

A brand refresh is not a complete overhaul. It is about refining the look, feel, and voice of your business so it better reflects where you are today and where you are heading.

You might update your:

  • Logo or colour scheme
  • Website and visual identity
  • Messaging and tone of voice
  • Signage, packaging, or uniforms
  • Social media or marketing templates

It is about keeping your brand current, relevant, and in sync with your audience.

Signs it might be time for a change

Every business evolves. If your brand no longer reflects who you are or what you offer, it could be time for a refresh. Some common signs include:

  • You have expanded your services or shifted your audience
  • Your brand feels outdated or inconsistent
  • You are getting less engagement from customers
  • You are entering new markets or channels
  • Competitors are starting to look more current or professional

A refreshed brand can help you stand out, reconnect with your audience, and increase customer loyalty.

The cost of a brand refresh and why it pays off

Refreshing your brand requires time, planning, and often outside expertise. You may need to work with designers, developers, writers, or brand consultants. You may also need to update your website, print materials, digital assets, and signage.

These updates come with a price tag, but the return on investment can be significant. A strong brand can:

  • Build trust and loyalty
  • Improve customer recognition
  • Boost conversion and sales
  • Support higher pricing
  • Attract better talent or partners

If your brand is holding you back, investing in a refresh could lead to stronger results and long-term growth.

How iCapital funding can support your brand refresh

You do not need to stretch your cash flow or wait until next year to invest in your brand. With iCapital, you can access business funding that helps you move forward without delay.

iCapital financing can help you cover:

  • Design and marketing agency costs
  • Website development or redesign
  • Reprinting packaging, signage, or uniforms
  • Advertising campaigns tied to your brand relaunch
  • Photography, video, and content creation
  • Launch events or promotions

We understand that branding is not just a creative project. It is a business decision. That is why we offer funding options that are built for small business owners—quick, simple, and designed around your goals.

Planning a successful refresh

  • Start with your strategy: Know why you are refreshing your brand and what you want to achieve. Be clear on your audience, message, and long-term goals.

  • Do your research: Look at what is working and what is not. Gather feedback from customers, staff, and partners. Review competitors and trends in your industry.

  • Create a plan and timeline: A brand refresh involves many moving parts. Outline each phase of the process, from design to launch, and budget for each step.

  • Stay consistent across channels: Once you update your brand, apply the changes everywhere, website, social media, signage, packaging, business cards, and more.

  • Communicate the change: Let your customers know why you are refreshing. Use this moment as a way to tell your story and re-engage your audience.

 

Your brand should grow with your business. If your image, voice, or materials no longer reflect your mission, a refresh can help you stay relevant and competitive.

At iCapital, we are here to support your vision. Whether you are investing in your brand, your team, or your next stage of growth, our funding options are here when the bank is not. Let us help you make the right impression starting now.

 

Marketing ,Management

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