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Having a solid social media policy in place is key for businesses because it provides clear guidelines on how employees should use social media in both professional and personal contexts when their actions could affect the company or organization.

In today's ever-changing digital world, social media platforms are powerful tools for not only communication, but marketing, customer service, and brand building. 

However, without proper guidelines, businesses can face risks such as reputational damage, legal issues, and the disclosure of confidential information, something Cecily Doyle, President of the Cambridge-based marketing agency Blueprint Agencies, says should always be top of mind.  

“In my opinion, a social media policy is there to protect the company, protect the team, and make sure that nobody is harassing anyone with their opinions,” she says. “Social media policies are still very applicable and should probably be revisited all the time.”

Setting expectations

With a growing reliance on artificial intelligence (AI) in many aspects of day-to-day life in workplaces, Cecily says revisiting social media policies sooner rather than later, is something businesses should consider undertaking.

“In the last two years we’ve watched AI go from something that generated fun responses to full scale videos being created of people without their knowledge,” she says. “It’s important to assess as technology changes or you won’t be protected if something happens utilizing some sort of novel technology.”

A social media policy helps employees understand what types of content is acceptable and what behaviours could harm the organization's image.

By setting expectations, businesses can reduce the likelihood of public relations crises caused by careless online activity, as well as safeguarding confidential and sensitive information which employees may unintentionally share. 

Having a clear policy in place clearly outlines what information must remain confidential and reminds employees of their responsibility to protect company assets. This helps prevent security breaches and protects the organization's competitive advantage.

Things to consider surrounding social media policies:

Q. What is the main purpose of a social media policy?

Cecily: The main purpose of a social media policy it to set expectations before there is a problem. A good policy protects the company’s reputation, client confidentiality, employee privacy, workplace respect, brand consistency, legal compliance, and clarifies around who can speak on behalf of the organization. 

It should focus on what’s acceptable when they’re representing the company, using company accounts, talking about clients, or posting in a way that could be reasonably connected back to the workplace. The goal shouldn't be to scare people, it should be to prevent confusion. I think this is important for companies where sales reps often have their own profiles that are separate from the organizations, like realtors, car dealerships and their salespeople, and mortgage brokers. They’re all representing a larger brand, while also establishing their own personal brand on the side. They should be aware of what they can say on their “business profile” and what should be left to a private profile that is shielded from other people associated with work. 

In terms of the law, you really can’t reprimand someone for their social media use unless there is a real connection to the workplace or demonstrable harm to the employer’s interests. In general, if you’re routinely posting about work then it’s clear you’re associated with my brand and your posts should adhere to our policy. 

I’m not a fan of broad morality clauses for employees’ personal accounts. I am a fan of clear expectations around confidentiality, respectful conduct, brand representation, and client protection.

Q. What types of online behaviour should be addressed in the policy?

Cecily: The policy should address online conduct when it has a clear connection to the workplace. For example, if someone is naming clients, sharing confidential or proprietary information, harassing a co-worker, using the company logo, or making comments that clients can reasonably associate with the business, that’s different from a private person posting a lawful personal opinion on their own time. 

Often lawyers point to reputational harm, workplace disruption, harassment, confidentiality breaches, and loss of trust as the kinds of factors that can make off-duty online conduct relevant to the employer. 

Think about filming TikToks on company premises. Whether it’s before or after work hours, that’s something that could cause reputational harm or a workplace distraction. I think even if you have a public persona that is actively attracting the attention of clients and co-workers, you need to be careful that you’re clear about what kinds of opinions you’re putting into the ether. 

There’s an old saying, “If you wouldn’t want someone to say that about you on the front page of a newspaper, then don’t put it on the internet.” I think that applies to a social media policy and some of those commonsense rules. 

Q. How can an employer ensure the policy will comply with current laws and employee rights?

Cecily: Don’t take someone’s word for it. If this is something that will be actionable in the future and can affect the employment of someone that works for you, then make sure that an employment lawyer goes over your policy. It should be clear, consistently applied, and tied to legitimate business interests. As business owners, it’s tempting to want to get into the weeds and have policies that adhere to our personal morals and values. Especially for SMEs, you’re still very present in the company and it’s hard not to think of it as an extension of yourself. But a social media policy can’t revolve around your own beliefs when you have a team to manage; it should also respect privacy, human rights, labour rights, and employee expression. 

Don’t download a generic template or have ChatGPT build you a policy and think it protects you. It needs to be specific to your business. 

If you’re building out a policy that is policing what someone can say about politics, religion, gender identity, sexuality, race, any protected class, you’re bringing topics up that can raise complex human rights and workplace safety issues. Employers may need to act when conduct becomes discriminatory or harassing, but you need to avoid knee-jerk reactions to opinions that ignores your employees’ rights to express themselves. 

A social media policy should not be a tool for controlling the private lives of your employees, it’s a tool for protecting your workplace. The key question is whether online behaviour has a real connection to the employer, brand, clients, or the safety and respect in the workplace.

Q. How should an employer determine its response to policy violations?

Cecily: This should be outlined in your policy and your staff should be aware of repercussions. The response should be proportional and not everything needs to be an immediate dismissal, despite the reaction of the external crowd. You should evaluate the seriousness of the post, whether confidential information was shared, the liability on the company as a result of this post, whether there was actual harm, and whether it was removed.

There is a difference between malice and mistake, employers should keep that in mind when evaluating the violation. 

Start with fact finding, what happened, who saw it, is it connected to work, and did it cause harm to our brand. Then the response should be proportionate. Maybe it’s sensitivity training, coaching, warning, suspension etc. 

It can be easy to react emotionally when the ‘peanut gallery’ is pushing for something one way or another, but as an employer it’s also your job to protect your employees and mistakes do happen.

Q. When should an employer implement or update a social media policy?

Cecily: Before you need to. I think a policy that was written five or six years ago doesn’t reflect how people are utilizing social media today. You should likely be reviewing those policies annually, not just after something goes wrong.

Employers also need to remember that employees are people outside of work. They have personal lives, opinions, and personal accounts. As an employer, it’s not my job to step in unless it’s affecting the workplace and how our team works together. The best policies protect the team without overreaching into someone’s private life.

Logistics play a key role for companies in trucking and transportation, but its importance in business goes far beyond that sector.

At a broader level, logistics is about coordinating the flow of goods, information, and resources in the most efficient way possible and affects nearly every aspect of business in many other sectors, from production to customer service.

Taking this into consideration, the Cambridge Chamber of Commerce has partnered with the Canadian Professional Logistics Institute (CPLI) to provide its Professional Logistician (P.Log.) certification program starting in May. This specialized strategic leadership training is designed to give businesses the opportunity to not only enhance their supply chain operations but take them to a new level.

Toronto-based CPLI, commonly known as The Logistics Institute, is a national, not-for-profit organization founded in 1990 dedicated to advancing the field of logistics and supply chain management nationally and internationally. 

One of its key functions is providing professional certification and granting recognized designations, such as P.Log., which signals individuals have met industry standards in knowledge, experience, and leadership capability. Having these credentials helps professionals gain credibility, improve career mobility, and demonstrates expertise to employers.

Stronger leadership a necessity

“Logistics can mean many different things to many different people. And I think that's the advantage with a professional logistics designation because it gets you thinking outside the box,” says Darren Drouillard, Executive Vice President of Powerline Logistics and Past Board Chair of the Chamber, and Board Treasurer of the CPLI.

“I think having access to this program locally is a huge advantage for anybody who works in some sort of manufacturing or a pure procurement setting. Having a P.Log. designation is more about offering the executive level decision making skills that go into getting commodities from A to B and structuring the logistics within your organization.”

He says having the Chamber provide access to this training, which he underwent several years ago, makes sense due to its diverse membership and the services and programming it already provides to assist a variety of sectors.

Cambridge Chamber of Commerce President and CEO Greg Durocher agrees, noting the necessity of having strong leadership abilities in effort to succeed in today’s global economy. The Logistics Institute’s primary mission is to strengthen the logistics and supply chain profession by equipping individuals with the leadership skills and credentials required to navigate these current times.

“The key thing today that we’re all talking about is trade and one of the important aspects of trade is supply chain management which has completely changed as we look for other opportunities in other jurisdictions rather than just the United States,” says Greg. “Understanding logistics and the movement of supplies, especially in today’s changing economy, is really important.”

Finding cost savings

Darren agrees, noting the importance of discovering efficiencies as the costs of doing business continue to rise and that having an employee with a P.Log. designation can help offset some of those concerns.

“Whether it's your procurement team, your supply chain manager, or your shop foreman; if they can improve their understanding and competency in logistics, they're going to find leakage in their organization,” he says. “They're going to find areas where they can do things a little bit more efficiently or effectively, and you're going to find cost savings within your logistics, because that's an area where, especially on the manufacturing side, there's almost guaranteed going to be some leakage of cost in your supply chain somewhere.”

While the move towards Artificial Intelligence (AI) continues to gain momentum, Darren says there are risks involved when it comes to relying on it to find efficiencies regarding logistics.

“There are unknowns when it comes to AI, whereas logistics has been around for thousands of years. There even would have been a lot of logistics involved in getting the pyramids built,” he laughs. “I think, especially for organizations that are working on a leaner budget right now, that maybe AI won't solve all their problems. But it can be a puzzle piece and become a tool in the toolbox of your logistics strategy in terms of how you can utilize it.”

Blended program

Besides the practical applications, Darren says having a P.Log. designation also connects you to a community of other professionals.

“If you have questions or have issues, there will be people you can reach out to because you are now a member of an organization,” he says.

To acquire a P.Log. designation will require three days of in-class sessions with a professional facilitator scheduled to run May 27-29 at the Chamber office at 750 Hespeler Rd. as well as a pre and post online supplement, which translates into a five-week blended program.

“This will be a very in-depth experience,” says Greg, noting the only prerequisite for participants is a fundamental understanding of how supply chains operate. “I think this program will become an incredibly active part of the offerings the Chamber has going forward.”

He says having such a high-impact program available locally will also be a huge bonus for employers.

“Our office is located at a fairly central spot in southwestern Ontario so that is going to be advantageous for businesses to have their employees educated locally, without having to send them to Toronto and put them up in a hotel,” he says.

Click here to learn more about the P.Log. program.

A push by the Ontario government requiring more than 60,000 public service workers to return to the office full-time starting in January of this year, adjusting its previous four-day-a-week mandate put in place in the fall of last year, set off a heated debate surrounding hybrid work.

This decision follows similar moves by major Canadian banks as a growing number of Ontario employers over the last couple of years, both in the public and private sector, have begun insisting that employees return to the workplace five days a week marking a clear departure from the remote and hybrid models that became widespread during the COVID-19 pandemic.

According to Samfiru/Tumarkin LLP, many employers argue that in-person work leads to better communication, faster decision-making, and stronger teamwork, noting that when employees are physically present, it is easier to hold spontaneous discussions, resolve issues quickly, and collaborate on complex tasks. 

Many organizations also feel that remote work makes it harder to monitor performance and maintain accountability and insist that returning to the office is the best way to ensure consistent productivity and oversight.

“Some workplaces have more challenges just because of the nature of who is working in them,” says Workforce Planning Board of Waterloo Wellington Dufferin CEO Charlene Hofbauer, noting the value of having those face-to-face connections. “Sometimes those conversations can work digitally, but sometimes you really want to have that in-person piece as well.”

Fostering relationships

Employers often emphasize that company culture is harder to maintain in a virtual environment, according to Reuters, and that in-person interactions help foster relationships, trust, and a shared sense of purpose among employees. For example, major Canadian companies, including many banks, have highlighted that their organizations are “relationship-driven” and rely heavily on face-to-face interaction to succeed. 

Also, some employers view the return to the office as a way to address perceived inequalities between different types of workers since during the pandemic, many frontline and essential workers never had the option to work remotely. Requiring office workers to return can be framed as restoring balance and fairness across roles, even though this reasoning is debated.

“I think there are really great advantages being there in person,” says Charlene, referring to a recent successful day of professional development her staff – who have hybrid schedules - participated in. “But if you are moving to a digital environment, how do you recreate that (connection)?”

She says finding the answer to creating a successful hybrid work balance, many which now include having employees in the office at least two or three days a week, depends on the managerial style of leaders.

Economic concerns

“If the only way you can get your staff to do anything is by seeing them face-to-face, this probably means you have a skill set to develop,” says Charlene, noting there are many tools available that can assist leaders. “Do you have Slack? Do you have Teams? Is everyone using them correctly and are they perfectly synced to their calendars?”

She says managers need to be willing to have open conversations with their employees when it comes to implementing a hybrid work schedule.

“There’s got to be a level of trust already built in to have that conversation,” says Charlene, adding project-based workplaces that are deadline driven find it easier to implement a hybrid schedule. “I’m coming from that angle of project-based and KPIs and outcomes.”

However, managerial concerns have not been the only factor driving the push for some workplaces to have employees return to the office. Economic issues have also come into play since many companies, according to Global News, signed long-term commercial leases before the pandemic and are still paying for office buildings that remain underused so requiring employees to return helps justify these costs and ensures that physical workspaces are utilized. 

In fact, recent reports show that return-to-office mandates are contributing to renewed demand for office space in major Canadian cities. 

Attracting talent

“I’m not sure some businesses have thought it all the way through,” says Charlene, referring to some employees returning to work and dealing with a lack of desk space. 

With a hybrid model, she says use of a co-working space, or just booking a room perhaps in a public library, can provide a cheap alternative compared to a traditional office and can be a big plus when it comes to attracting new talent.

“I don’t think the labour market will be going back to where it was in 2022 but I think at some point we are going to be back in a competitive environment in terms of jobs,” says Charlene, noting there are additional considerations potential employees consider including the cost of commuting and finding childcare.  “Being a non-profit, I reinforce the flexibility of having a hybrid work model because we can’t compete compensation wise. And when you can’t compete with money, what else can you compete with in order to attract that talent?”

How to maintain a successful hybrid workplace

Establish clear policies and expectations

Managers should define specific guidelines around work schedules, availability, communication standards, and deliverables. In Ontario, it is also important to ensure that policies comply with provincial employment standards and workplace health and safety requirements. Clear, consistent rules help reduce misunderstandings and create fairness across teams.

Invest in the right technology

Platforms for video conferencing, project management, and file sharing should be standardized across the organization so that all employees - regardless of location - have equal access to information and resources. Managers should also ensure that remote workers have the equipment they need, such as secure laptops and stable internet access, to perform their jobs effectively.

Adapt communication strategies 

Meetings should be designed to include remote participants fully, rather than favoring those physically present in the office. For example, using video calls even when some employees are in the same room can create a more inclusive experience. Transparent communication about company goals, changes, and expectations helps maintain trust and alignment.

Focus on outcomes rather than physical presence

In a hybrid model, success should be measured by results and productivity, not by how often employees are seen in the office. Managers should set clear performance indicators and provide regular feedback. This approach encourages accountability while also giving employees the flexibility to manage their work in a way that suits their circumstances.

Build and maintain workplace culture

Managers can address this by organizing intentional opportunities for connection, such as team-building activities, in-person collaboration days, or virtual social events. Creating a sense of belonging is especially important in Ontario’s diverse workforce, where inclusive practices can strengthen engagement and morale.

Training and development key

Managers should ensure that employees have access to learning opportunities regardless of their location. This includes virtual training sessions, mentorship programs, and career development discussions. Leaders themselves may also need training on how to manage hybrid teams effectively, including how to support remote employees and foster inclusive collaboration.

Evaluate and adjust hybrid strategies regularly

Gathering feedback from employees through surveys or informal conversations can help identify what is working and what needs improvement. A willingness to adapt is crucial, as the needs of the workforce and the organization may change over time.

Customer service training is one of the most critical investments a business can make because the quality of interactions between employees and customers often determines whether a company succeeds or fails. 

As a result, perfecting that training is not simply about teaching employees to be polite; it is about shaping attitudes, building skills, and creating consistent experiences that drive customer loyalty and long-term profitability, things businesses should keep top of mind or risk falling behind.

“I do think organizations sometimes don’t catch on where the company has changed and therefore their customer service has changed or their demographic of customer has changed and they can no longer operate with the same service model,” says Brad Ratz, Director of Growth Strategy and Customer Experience at H2R Business Solutions. “You may still be in the same mindset and providing the same training which means your employees are still operating within the framework you originally provided.”

Perfecting customer service training helps businesses adapt to changing customer expectations as their needs and preferences evolve due to technological advancements, cultural shifts, and market trends. Ongoing training ensures that employees stay up to date with new tools, communication channels, and best practices. 

Push for personalized service

For example, customers increasingly expect personalized service and fast responses across digital platforms. Training enables employees to meet these expectations while maintaining professionalism and empathy, and businesses that fail to update their training methods risk losing out to competitors who are more responsive to modern customer demands.

When it comes to training methods, Brad says there is a growing trend around gamified learning which provides various scenarios and metrics aimed at improving trust leading to financial benefits for the organization.

“This type of training is important because it is really developing independent critical thinking for the frontline all the way up to managers in terms of every time they handle or deal with a situation with a customer,” he says, adding this type of training does just centre around providing customers with refunds or other options.

“It’s more about the broader picture. If you focus on training around critical thinking skills versus very specific situations that happen, you’re going to have higher and more positive outcomes because not every situation is the same.”

Employees who are well trained feel more prepared to handle difficult situations, such as complaints, angry customers, or complex requests.

Having that training provides them with clear guidelines, communication techniques, and problem-solving strategies, reducing stress and uncertainty, and will leave them to feel less overwhelmed or burned out, which can reduce employee turnover. High turnover can be costly for businesses and investing in training can help retain skilled staff by making them feel supported and valued.

Customer feedback essential

“If your employees can be more flexible, be true to themselves and bring some of their authenticity through and be an advocate for the company with that customer, you are always going to deliver a better experience,” says Brad, adding taking the time to acknowledge a customer can go a long way, such as even wishing someone happy birthday. “I call it pen on paper. Those things really do matter and definitely stand out for people and can have a big impact, and it’s not necessarily even a cost item.”

He says customer feedback can be essential when it comes formulating potential training changes and is great way to identify any ‘flags’. 

“If you’re doing some type of shift or the market’s changing, I think that needs to be part of the conversation,” says Brad, adding it is important employees understand what those shifts are. 

He also says utilizing a SWOT (strengths, weaknesses, opportunities, and threats) analysis is a good way to determine what is important to customers but stresses that timeframes to ‘retool’ your customer training model can depend on the business.

“If your product is changing monthly, you are going to want to do a review more often. But if your product design hasn’t changed in 15 years, you probably don’t need to revisit the fundamentals of your customer service model every single year,” says Brad, adding obtaining professional advice can be helpful. “Don’t have the mentality that you have to reinvent the customer service wheel annually. But I would try to align it with any product changes and development cycle.”

Customer service training trends

Proactive customer support shifts from advantage to expectation

By leveraging predictive analytics, you can spot usage patterns, anticipate problems, and intervene early, boosting satisfaction and retention.

AI-driven automation and intelligent AI agents reshape efficiency

AI-powered agents provide instant, accurate, and personalized interactions, handling routine tasks while freeing human agents for complex issues, transforming scalability, efficiency, and customer satisfaction.

Omnichannel experiences become the benchmark 

Customers expect a unified, consistent experience across all touchpoints. Omnichannel support seamlessly integrates every interaction, creating a cohesive journey where conversations flow effortlessly.

Personalization at scale elevates customer loyalty to new heights

Customers crave personalized service tailored to their needs and challenges. True personalization means harnessing data to offer relevant recommendations, training, and solutions based on each user’s behaviour and goals.

Finding delicate balance of AI and human empathy 

AI-driven automation offers unmatched speed and scalability, but empathy is irreplaceable. Complex and emotionally charged issues require human intervention to reassure and build trust. AI should support, not replace, human touchpoints.

Data security and privacy 

Customers need to know their sensitive information is protected. Mishandling data not only risks compliance penalties but also destroys customer trust, often irreversibly.  Ensuring data security isn’t just compliance, but a matter of trust. 

Real-time customer insights and feedback loops fuel innovation

Real-time insights enable immediate adaptations and improvements, creating a culture of responsiveness and care. Tools like NPS surveys, social listening, and in-product feedback reveal what matters most to your users.

Continuous employee training transforms teams

Investing in continuous training ensures they can leverage new tools, handle complex queries, and provide empathetic support. Regular training bridges that gap.

Search Engine Optimization (SEO) has been a cornerstone of digital marketing, helping businesses attract visibility, build credibility, and reach their target audiences online. However, in recent years, SEO has evolved far beyond keyword placement and backlinks. 

Today, it’s an integrated, data-driven, and user-focused strategy that shapes nearly every element of digital marketing — from content creation and social media to analytics and brand storytelling. 

The modern SEO landscape reflects advances in search engine technology, artificial intelligence (AI), user experience (UX), and consumer behaviour, forcing businesses to rethink how they approach online visibility.

At our next Business Growth Series session on Nov. 18, Sanj Rajput, Vice-President at Kitchener-based REM Web Solutions Inc., will explore how strategic content, data-driven campaigns, and smart SEO practices can elevate online presence, attract the right audience, and convert clicks into customers. 

In preparation, Sanj offered his input on the importance of SEO and how it can impact businesses:

What are some of the major trends surrounding SEO businesses may not be aware of?

Sanj: I'd say the biggest area that most businesses are unaware of is the sheer number of changes that are happening right now. There are changes being constantly made, and Google puts an update out almost weekly. It's no longer keywords. It's just figuring out what the users are actually looking for. Search engines now prioritize content that directly satisfies user intent.

AI tools like Google’s SGE (Search Generative Experience) and ChatGPT-based assistants mean businesses must write for how people ask questions, not just for keywords. Let’s say you sell plastics, instead of just throwing the word plastics into a bunch of paragraphs, you must sit down and ask yourself, ‘Somebody out there who's searching for a service, what would they be looking for in plastics?’ They want to know durability or melting point or brittleness or flexibility, or whatever those things are, then you have to write those answers because that's what people are looking for. 

Also, with more than 60% of searches being mobile, optimizing Google Business Profiles, reviews, and local citations is critical for visibility. We (REM) try to tell clients find every directory, every listing, anything you can be involved in locally and get your name on it and list what your business does so when searches happen locally, you show up higher in the map. 

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness); Google increasingly rewards content that demonstrates real-world expertise and authenticity — especially in competitive industries.

As well, fast, mobile-friendly, secure websites (HTTPS, clean code, structured data) now heavily influence rankings. If you've got a website that loads slowly, doesn't work on mobile, or it doesn't have a secure web address, you just shot yourself in the foot. There's no point in doing anything else. Fix those three things first because that's the No. 1 thing you want to look at. 

There’s also been a switch where algorithms are starting to look more and more at regularly updated content. So, it used to be you could write a blog post on a topic once, leave it sit up there and it would continue to rank forever. And now what's happening is you must go back and refresh that post with current data and update it on a regular basis to keep it up at the top of the algorithms.

Is it an ‘easy sell’ to get businesses to embrace SEO trends?

Sanj: Not always. SEO takes time and consistency, which can be a tough sell in a world used to instant results from ads. Many business owners still see SEO as a technical “set-and-forget” task instead of a continuous marketing investment. You must put time and money into SEO every single month. It's never going to go away, and it's literally like eating healthy and going to the gym. You can go to the gym and work out for five or six months, lose the weight, and then if you go right back to the way you were before those pounds are going to come flying back on.

However, once they understand that SEO impacts every stage of the buyer journey from awareness to customer retention, it becomes easier to justify. Showing data (traffic growth, conversions, improved ranking) and focusing on practical, measurable steps helps build buy-in.

Once they do understand that SEO impacts every stage of the buyer journey, they've learned that it's becoming easier to justify. There's a customer retention stage and SEO helps every single one of those stages, but ads only help the very first stage. So, if they stop focusing on just customer acquisition and they actually look at their entire journey, they'll get more sales long term and a better-established brand long term. But it's a hard sell to get a business owner to back off of what they need now, for what's going to be better for them in the long run.

What are some of the stumbling blocks businesses are facing surrounding SEO changes or enhancements?

Sanj: One is outdated websites and not being mobile just destroys it. A lack of strategy. A lot of people are focusing only on keywords and they're ignoring the buyer persona and the intent that the buyer is searching with, and they don't align the content with the different stages of the journey. Also, inconsistent Google listings and lack of reviews hurt credibility. As well, limited resources are one of the other stumbling blocks.

Small businesses often lack the time or internal expertise to monitor analytics, update content, or adapt to Google’s constant algorithm updates, which is why we recommend obviously bringing in an agency like ourselves to help you with that. It's almost impossible to be an expert in SEO because it changes so fast. I literally have two full-time employees that specialize in areas of SEO because it's such a vast piece of information that no one can know everything possibly all the time.

There is also a fear of changes. Businesses often hesitate updating long-standing content or designs that are underperforming. They've got their website up, they're happy with it, they don't want to fiddle, they're just going to leave it as it is. Or like I said, they've had some blogs that have been doing really well they wrote years ago and don't want to touch those, but trends are showing that they have to go back and update those ones even though they look like they're performing well.

What is one of the first steps a business can take to better utilize their SEO?

Sanj:  Start with an SEO audit, a full review of your website’s technical performance, on-page content, and local visibility. Contact a company like ours and then we would prioritize a list of fixes that make the biggest difference. We look at things like improving page speed and mobile responsiveness and we optimize title tags, descriptions, and headings, ensuring your Google business profile and online listings are complete and consistent. We can create refreshed content that answers real customer questions. Even one round of an audit can dramatically improve online visibility and the quality. 

Our Business Growth Session ‘Digital Marketing & SEO – Driving Visibility in the Digital Age’, will take place Nov. 18 from 9-11 a.m. at our office (750 Hespeler Rd.). Click here to reserve a seat.

In today’s digital marketplace, the traditional methods of cold calling and generic outreach are rapidly losing their effectiveness as customers become more informed, selective, and empowered than ever before. 

They expect personalized engagement and meaningful interactions before making a purchase decision giving rise to social selling, a modern approach that leverages social media platforms and online networks to build relationships, establish trust, and ultimately drive sales.

“In this day and age, accountability looks very different than standing on someone's porch (selling something). Digitally, we must ensure that we make good on every promise and every deadline and every accountability, that is an expectation that we've given to our client,” says Andrew Leith, president of the Kitchener-based consulting firm Octant Executive Advisory Group. “I feel like a big part of it is developing trust by being present, being accountable, and by potentially being that personable salesperson or having that personable conversation that might have been lacking in that day for that individual.”

At its core, social selling is about creating authentic connections with prospects and customers, something he says can be lacking in the approach of many salespeople. 

“I would almost guarantee the best conversations you have in your day have some laidback feel where you're talking about yourself or you're sharing stories or points of view on something that you're somewhat passionate about,” says Andrew. “I feel these are things that salespeople have missed over the years. They offer a list of things we can do for you and how much we charge for it, rather than who are you as a person. What is the emotional reason why you might want to purchase my product?”

Don’t be ‘just another seller’

Instead of pushing a product through aggressive sales pitches, businesses can use platforms like LinkedIn, Instagram, or X (formerly Twitter) to engage in conversations, share insights, and respond to customer needs. This helps sales representatives move from being perceived as ‘just another seller’ to trusted advisors who understand their audience’s challenges and provide relevant solutions.

“Social selling isn’t just about how can I utilize social media to build rapport, it’s about understanding that our customers are already existing out in the wild and are not sitting at their desk waiting for a call,” says Andrew.

“I would say to anyone, having great conversations is always the thing that will lead you to sales. Yes, you need to have a great product. Yes, you need to be able to understand how that product benefits your client. Yes, you need to be able to articulate the return on their investment. But everyone else must do that, too. How do you stand apart when everyone else has their ducks in a row?” 

He says approaching someone on a personal level and target why buying a product could ease a client’s ‘pain’ is key.

“We can home in on what the emotion is that causes pain for our clients. And we can start at the exact opposite end,” he suggests. “Tell me how the problem you're having is impacting you and impacting your organization. And tell me how's it impacting you personally? I think once we get down to that personal pain, we find that intrinsic motivation for that individual client to purchase our product or not purchase it.”

New mindset needed

Traditional sales processes can often be lengthy, involving multiple cold calls, emails, and meetings before a prospect even shows genuine interest. Social selling helps streamline this journey because it focuses on nurturing relationships and engaging with prospects early in their decision-making process, often reducing the time needed to move a lead from awareness to purchase.

When a prospect already knows, likes, and trusts a brand because of ongoing social interactions, they are more inclined to make faster buying decisions. This efficiency not only saves time but also boosts overall productivity for sales teams.

But to achieve success through social selling could require a change of mindset for business leaders, something Andrew warns can be difficult.

“Einstein supposedly once said, ‘Doing things the same way today as we did yesterday and expecting different results is the true definition of insanity’,” he muses. “Today, things are changing daily. LinkedIn algorithms change daily. The politics, the landscape of the geopolitical world changes daily. And so, we need to be able to fluctuate with that as well.”

Focus on relationships

For those ‘old school’ salespeople who are aren’t comfortable with sending automated emails or unfamiliar with CRMs, Andrew says there is great technology available that can assist.

“On the other side, people that are completely adept at the technology and understand how to utilize it to its fullest, but they might not be taking advantage of the humanistic approach to understanding what the benefit could be to their clients,” he says, adding having employees buy-in into the idea is the best first step and recommends bringing in someone who can explain to them the value of social selling.  

By focusing on relationships, personalization, and trust, social selling empowers small businesses to expand their reach, streamline the path to purchase, and build lasting connections with customers.

“Every customer that you have a social selling interaction with, when you see them in public, they should want to stop and talk to you,” says Andrew. “Regardless of whether they've ever given you money or not.”

How social selling can help small businesses

Building relationships instead of just transactions

At its core, social selling is not about hard sales tactics. Instead, it emphasizes authentic engagement and trust-building. This ongoing interaction positions them as approachable and credible. Over time, these authentic conversations create a loyal audience more likely to buy when the need arises.

Expanding reach at a low cost

Compared to traditional advertising, social selling offers a cost-effective way to reach targeted audiences. A single informative post, video, or story can reach hundreds or thousands of potential buyers without the price tag of print ads or billboards. 

Personalizing the customer experience

Small businesses can tailor messages to specific audiences, respond quickly to inquiries, and create customized offers. For instance, a local bakery could use Instagram to showcase gluten-free options to followers who ask about dietary needs, or a consultant could share tailored tips in response to questions on LinkedIn. 

Establishing authority and trust

When small businesses consistently share helpful content—whether it’s tutorials, behind-the-scenes looks, or customer success stories—they demonstrate expertise in their field. This positions them as industry authorities and makes prospects more comfortable doing business with them. 

Streamlining the sales process

Social selling doesn’t replace the sales process; it enhances it. By the time a lead reaches out after seeing valuable posts or engaging in online conversations, they’re often more informed and ready to buy. This reduces the need for lengthy sales pitches and helps small businesses convert prospects more efficiently. 

Leveraging customer advocacy

Social selling gives small businesses a platform to showcase testimonials, encourage user-generated content, and amplify word-of-mouth referrals. When satisfied clients share their positive experiences online, it expands reach organically and lends credibility. 

Staying competitive

Many larger companies already invest heavily in digital marketing, but social selling provides a way for smaller players to level the playing field. By being agile, personable, and responsive, small businesses can often outshine larger competitors who may lack the same authentic touch.

Technology is no longer a luxury reserved for large corporations and has now become necessity for businesses of all sizes. 

For smaller businesses in particular, technology can be a powerful equalizer, helping them compete effectively with larger firms, operate more efficiently, and provide better customer experiences. By embracing the right tools and digital strategies, small businesses can foster growth, improve resilience, and remain agile in an increasingly competitive market. 

One of the most immediate benefits of technology is the boost in operational efficiency. Manual tasks like data entry, inventory management, and payroll processing can consume a significant amount of time and are prone to human error, an opinion Rob Matlow, founder, and president of REM Web Solutions, also shares.

The Kitchener-based company, which began in 2001, offers expertise in web design, development, and digital marketing.

Interest in AI growing

“I think any company that’s not reviewing their inefficiencies and trying to improve them is going to end up being in trouble. Most of the time, these inefficiencies are solved by technology,” he says, adding the interest in AI surrounding CRM (Customer Relationship Management) is growing. “People are just opening their eyes to the efficiencies in general that technology can offer and recognizing there are probably a lot of areas to improve.”

Rob says analyzing and reducing the time it takes to complete tasks that multiple employees may undertake, sometimes daily, can make a big difference when it comes to a company becoming more efficient. 

“I’m a big fan of templating emails. It’s such an easy thing to do,” he says. “How many emails do you write over and over again?”

Another area is marketing, which can be prohibitively expensive for small businesses if they chose traditional advertising channels such as television or print. Digital marketing offers a much more cost-effective alternative. 

“We’ve seen people shift their ad budgets away from anything that they were doing before to the digital side,” says Rob.

Overcoming traditional limitations

Platforms like Google Ads, Facebook Ads, and SEO tools allow businesses to target specific audiences with precision and measure the effectiveness of each campaign.

Even a modest budget can yield significant results if invested wisely. Social media, in particular, provides an accessible platform for storytelling, community building, and customer engagement, all of which are crucial for brand loyalty.

“I would say there’s still a generation of people out there that don’t get it, certainly on the marketing side, and don’t understand how it’s going to help them,” says Rob. “But as soon they step down and bring somebody else in to take over the running of the company, then all of a sudden the floodgates open.”

By leveraging technology thoughtfully and proactively, small businesses can overcome traditional limitations, enhance customer relationships, and build a foundation for long-term success.

In a world that is only becoming more digital, the question is no longer whether to adopt technology, but how soon and how effectively it can be integrated into every aspect of the business.

Q&A with Rob Matlow of REM Web Solutions

1. Is investing in technology a top priority for companies today?

•    Yes, especially with rising costs and competition.
•    Technology helps businesses become more efficient and scalable.
•    Companies are focusing on digital tools like automation, SEO, and website upgrades.
•    REM Web Solutions sees many clients investing in web management and digital marketing tools to stay competitive.

2. What are signs a company should start investing in technology?

•    Processes are still manual or time-consuming.
•    Website is outdated or not mobile-friendly.
•    Marketing efforts aren't bringing in leads or traffic.
•    Teams struggle to collaborate or access information easily.

3. Why might a company hesitate to make changes?

•    Concern about cost or return on investment.
•    Fear of disruption or resistance from staff.
•    Not sure where to begin or what tools to choose.
•    Worry that new tech won't integrate with what they already use.
•    REM works with companies to ease transitions and find practical solutions.

4. What are the first steps to investing in technology?

•    Start with a review of current tools and workflows.
•    Identify gaps or inefficiencies.
•    Set goals for what needs to improve (e.g., lead generation, customer experience, internal productivity).
•    Talk to experts or partners who can guide you through options and next steps.

5. Can a company afford not to leverage technology?

•    Probably not - falling behind in tech often means falling behind in business.
•    Inefficiencies and missed opportunities can cost more in the long run.
•    Even small updates (like improving your website or automating simple tasks) can make a big difference.

A website is one of the most critical tools for attracting and retaining customers and is often the first point of contact when it comes to developing relationships between your business and potential clients. 

However, as technology and consumer expectations evolve, a website that was once cutting-edge can quickly become outdated. As a result, if your website looks like it was designed a decade ago, visitors may assume your business is outdated as well so a ‘reboot’ may be in order, says Aneesh Janardhanan, who operates White Space Studio Inc. which serves many clients in Waterloo Region.

“It’s one of the major mistakes many small businesses make. They think just having a website will give them customers,” says Aneesh. “But that’s not the real story since the internet is filled with millions of websites.”

Running a company that specializes in web design and SEO has given him invaluable insight creating sites that utilize the latest practices when it comes search engine results.

Search engine algorithms change frequently, and a website that isn’t optimized for modern SEO techniques—such as fast loading times, relevant keywords, and high-quality content—won’t perform well. Regular updates can help maintain or improve those rankings.

Keep tabs on competitors

“Google cannot read images, so putting as much text on your site as possible will be much easier for Google to read,” says Aneesh, who also recommends creating a Google business profile. “That’s where people are going to check initially when they have a requirement. For example, if I’m new to Cambridge and I need an electrician or a plumber, where should I go? I’ll just ask Google for plumbers near me, or I will use other key words to search.”

He also stresses the need to look towards what a business’ competitor is doing with their website.  If they look more modern, load faster, or provide a better user experience, potential customers may choose them over you so keeping your website updated ensures you remain competitive in your industry.

“Anybody can create a website, but at the end of the day, you have to think about ‘What am I doing with this? Why am I creating this website?’” says Aneesh. “When creating a website, make sure you do your research regarding what’s going on around your locality.”

He also recommends when designing or updating your website, a business should try to maximize the amount of information it can have on the site.

“I always say put as much information as you can on the website, but it should be categorized in a way people can easily find it,” says Aneesh. “For example, if you're posting reviews, create a page for reviews. If you are posting your services, create a particular page for those services. That’s how people can easily, or even Google, see that your business is providing these services because you have a page explaining everything.”

Comprehensive experience is key

He says giving customers a comprehensive experience online is key since the majority no longer will take the time to reach out via an email, let alone a phone call.

“Nowadays, nobody goes out to a business ahead of time without knowing what they provide, or what exactly they offer,” says Aneesh.

When it comes to updating a website, if it requires calling a developer every time you need to make a small change, it could be time to switch to a modern content management system (CMS). Platforms like WordPress, Shopify, and Wix make it easy for business owners to update their sites without technical expertise.

However, for any major redesigns, Aneesh recommends using the services of a professional, recognizing that costs are always at the forefront of decision-making for smaller businesses.

“But e-commerce is so important, which is something businesses learned going through the pandemic,” he says, noting the introduction of AI is also drastically changing the way people search online. “The possibilities are infinite nowadays and technology is evolving every day.”

Signs that your website needs a reboot:

Outdated Design and Aesthetics

Trends in web design evolve, and a modern, visually appealing site creates a positive first impression. Flat design, bold typography, and interactive elements are now standard. If your site still features cluttered layouts, outdated fonts, or excessive animations, it may be driving potential customers away.

Poor Mobile Responsiveness

More than half of web traffic comes from mobile devices, so a website that isn’t mobile-friendly is a major drawback. If users must zoom in, scroll excessively, or struggle with unclickable buttons, they’re likely to leave. A responsive website automatically adjusts to different screen sizes, ensuring a seamless experience across devices.

Slow Loading Speeds

If your website takes longer than a few seconds to load, visitors may leave before it even loads. Slow loading speeds can be caused by unoptimized images, outdated coding practices, or a lack of proper hosting. Regularly testing speed and making necessary improvements can enhance user experience and boost search engine rankings.

Low Search Engine Rankings

If your website isn’t ranking well on search engines, it may be due to outdated SEO practices. Updating your website with modern SEO techniques, such as optimized content, meta tags, and mobile responsiveness, can help improve visibility.

Security Vulnerabilities

If your site is still running on an old CMS version, lacks SSL encryption, or doesn’t follow security best practices, hackers may exploit it. Regular security updates and a secure hosting provider can protect sensitive customer data and maintain trust.

High Bounce Rate and Low Engagement

If your website analytics show that visitors are leaving quickly without interacting, it may indicate a poor user experience. This could be due to confusing navigation, slow load times, or unappealing content. Analyzing user behaviour and making necessary updates can help keep visitors engaged and encourage conversions.

Difficult Content Management

A modern CMS makes it easier to edit pages, publish blog posts, and update product listings without needing technical expertise. A well-maintained and dynamic website keeps customers informed and engaged.

Incompatibility with New Technologies

With evolving technology, older websites may not support new features such as chatbots, e-commerce integrations, or interactive elements. If your website can’t keep up with current digital trends, you might be missing out on valuable opportunities to enhance customer experience and streamline operations.

Ransomware is one of the most significant cybersecurity threats facing businesses today. This type of malware encrypts files and systems, rendering them inaccessible until the victim pays a ransom.

With an increasing number of organizations relying on digital infrastructure, cybercriminals have found lucrative opportunities to exploit vulnerabilities and demand hefty ransoms in exchange for restoring access to critical data.

In 2024 alone, there were many high-profile ransomware attacks that made national headlines. These included RBC, which saw more than one million of its clients fall victim to a phishing campaign and the CRA, which experienced a breach that resulted in more than two million Canadian taxpayers’ personal information become exposed. Suncor Energy also fell victim to a sophisticated attack that disrupted operations and exposed personal information of employees and contractors.

While these cases were well publicized, thousands more slide under the radar says John Svazic, founder, and principal consultant of Cambridge-based EliteSec Information Security Consultants Inc., making ransomware a silent threat to businesses.

“No one talks about it because it happens so frequently. It’s not news anymore,” he says, noting only attacks on bigger companies or institutions capture media attention.  “Unfortunately, for all the smaller business that get hit with it that’s a different story altogether. And sadly, there's not much smaller organizations can do about it, aside from either paying the ransom or in more depressing circumstances, shut down because they can't afford it.”

Cybercrime costs rising

One of the most immediate and severe consequences of a ransomware attack is financial loss.  According to the U.S. Department of State, the annual average cost of cybercrime is predicted to hit more than $23 trillion in 2027.

Ransom demands - depending on the size of the target - can range from hundreds to thousands of dollars. Even if the business decides not to pay, the costs of recovery, including IT support, security enhancements, and potential legal fees, can be significant. Additionally, businesses may suffer from loss of revenue due to operational downtime, as systems remain locked until the issue is resolved. Their reputation with customers may also be damaged in wake of an attack.

To combat potential threats, John urges businesses, especially smaller ones, make sure they don’t become a victim.

“Part of it is awareness training and making sure your staff is aware of what they're doing,” he says, noting that ransomware attacks take on two different flavours.

One, involves the data being encrypted until a ransom is paid and the victim provided with a decryption key, the other involves holding the data hostage then blackmailing the victim until a ransom is paid to prevent it from being ‘leaked’.

Cybercriminals look for weaknesses

“They claim they will delete your data after the ransom is paid, and most of the time they will. However, you always run the risk they may just come back in a few months,” says John, adding all businesses, regardless of size can become a victim since they have an online presence.  “The likelihood of someone targeting you specifically is low unless you've really made a name for yourself and or you have essentially ticked someone off.”

He says most cybercriminals are ‘lazy’ and seek out the lowest common denominators when it comes to selecting their targets. 

“Not all ransomware attacks turn into multi-million-dollar ransoms. They’re searching the internet to see what's available and testing systems to see if they are connected properly and configured,” says John. “That means are you staying up to date with patching? Are there any known weaknesses? Are you staying up to date with locking things down? Did you just buy something off the shelf and plug it in and put it on the internet?”

As a result, he recommends business owners cover the basics in terms of security, which includes ensuring passwords are not shared or continually reused.

Personal data a target

“Awareness training is super important. There are security awareness programs that are available commercially as well as free,” says John, adding thanks to AI tools like ChatGPT and Grammarly, gone are the days when phishing emails littered with typos and grammatical mistakes were easy to identify. “They are becoming much harder to spot. You may even have someone who calls in pretending to be someone from the business calling an employee.”

He says in this case, using secondary verification such as a ‘passphrase’, can be a good way to combat fraud. Also, he recommends businesses dispose of data they no longer need, especially valuable credit card information.

“Don’t keep track of stuff you don’t need. This is very common with companies that are dealing with credit card transactions,” says John. “Many years ago, businesses thought they had to keep everything. Now that type of information is a treasure trove for criminals and that’s where you get yourself in trouble.”

He says any personal customer information businesses store is potentially valuable to someone. 

“The question is, how valuable is it?” says John. “It could be as simple as your name, your address, and your e-mail address, and that in itself is sufficient to potentially  start spamming you or your customers to get them to click on links to access their details, including banking information.”

Ransomware stats:

• According to the Verizon Business: 2024 Data Breach Investigations Report, roughly one-third of all breaches involved ransomware or some other extortion technique. Pure extortion attacks have risen over the past year and are now a component of 9% of all breaches. Ransomware actors have moved toward these newer techniques, resulting in a bit of a decline in ransomware to 23%. However, when combined, they represent a strong growth to 32% of breaches. Additionally, ransomware was a top threat across 92% of industries.
• In 2024, roughly 65% of financial organizations worldwide reported experiencing a ransomware attack (according to Statista).
• A 2024 survey of cybersecurity professionals of organizations worldwide revealed that 32% of the organizations suffered ransomware attacks because of exploited vulnerabilities (according to Statista).
• Ransomware victims permanently lose 43% of the data affected by an attack on average (according to SCWorld). 

Tips to combat ransomware

Educate and Train Employees

Phishing emails, malicious attachments, and fraudulent links are common entry points. Regular cybersecurity training can help employees recognize these threats. Training sessions should cover identifying suspicious emails, avoiding unknown links, and understanding the importance of strong, unique passwords.

Implement Strong Password Policies

Enforce policies that require complex passwords combining letters, numbers, and special characters. Encourage the use of multi-factor authentication (MFA) wherever possible, adding an extra layer of security even if passwords are compromised.

Regularly Update Software and Systems

Regularly updating operating systems, applications, and security software ensures that known security flaws are patched. Enable automatic updates where possible to reduce the likelihood of oversight.

Backup Data Frequently

Implement a robust backup strategy that includes daily backups of critical data; storing backups in multiple locations, including offsite or cloud-based solutions; regularly testing backup integrity and recovery processes.

Use Reliable Security Software

Invest in reputable antivirus and anti-malware solutions that offer real-time protection. Firewalls, intrusion detection systems, and email filtering tools add additional layers of defense. Regularly update these tools to ensure they can detect and block the latest threats.

Limit User Access Rights

Not every employee needs access to all company data. Implement the principle of least privilege (PoLP), granting users access only to the information necessary for their roles. This reduces the risk of widespread damage if an account is compromised.

Develop an Incident Response Plan

An incident response plan should include clear roles and responsibilities for response team members; steps to isolate infected systems; communication protocols with stakeholders and law enforcement; procedures for restoring data from backups; regularly review and update the plan and conduct drills to ensure all employees are familiar with their roles in an emergency.

Secure Remote Work Environments

Require the use of virtual private networks (VPNs), enforce strong authentication methods, and ensure remote devices are regularly updated and protected with security software.

Stay Informed About Threats

Subscribe to cybersecurity newsletters, follow reputable security blogs, and participate in industry forums to stay informed about the latest ransomware tactics and defense strategies.

While the recent 30-day postponement of U.S. President Donald Trump’s tariffs and Canada’s retaliatory measures came as welcomed news to businesses, the lingering presence of these threats remain prompting the Chamber network to act using a variety of tactics, including advocacy, negotiation, education and promoting partnerships.

Trump’s demand for 25 per cent blanket tariffs on all Canadian goods, with the exception of a 10 per cent tariff on Canadian energy, and Canada’s proposed retaliatory tariffs on $155 billion of U.S. goods, has sent economic shockwaves through both nations prompting calls for action on both sides of the border.

To clearly map out the vital importance of the trading relationship between the two countries and the risks businesses face, the Canadian Chamber of Commerce’s Business Data Lab has introduced the Canada-U.S. Trade Tracker —a new tool designed to illustrate the ties between the two economies. It notes that $3.6 billion in goods crosses the Canada-U.S. border daily, generating a $1.3 trillion annual trade relationship.

"A 30-day delay means more time for Canadian businesses and governments to drive home the point that tariffs make no sense between the two closest allies the world has ever known,” said Candace Laing, President and CEO, Canadian Chamber of Commerce, in a release. “The Canadian Chamber, our network and businesses across the country will spend every day of it fighting hard to secure this historic, robust trading relationship. Raising the cost of living for Americans and Canadians with these taxes is the wrong move. Canada and the U.S. make things together, and we should in fact be building on that.”

Call to dismantle interprovincial trade barriers

It is a sentiment echoed by her colleagues at the Ontario Chamber of Commerce who have rallied their members, which includes the Cambridge Chamber, in a show of unity and strength and targeted actions including supporting a unified call for Canadian premiers to quickly dismantle interprovincial trade barriers and the creation of a business and trade leadership coalition.

Called the Ontario Business & Trade Leadership Coalition (OBTLC), it aims to unit leaders from key trade-dependent sectors to champion business-driven solutions, advocate for effective government policies, and solidify Ontario’s position as a global leader in trade.

“President Trump has claimed the U.S. doesn’t need Canada – but we are here to show just how invaluable we are. Ontario businesses are stepping up to safeguard our economy and reinforce our global competitiveness,” said Daniel Tisch, President and CEO of the Ontario Chamber of Commerce, in a release. “The Ontario Business & Trade Leadership Coalition represents a united response – a coalition of industry leaders committed to resilience, collaboration, and growth.”

BestWR brings business groups together

But the fight to ward off economic turmoil caused by these tariff threats has also been ramped up locally, says Cambridge Chamber of Commerce President and CEO Greg Durocher, through the revival of a unique partnership created during the pandemic to assist businesses.

“We created the Business Economic Support Team of Waterloo Region (BestWR) during COIVD-19 consisting of organizations that are fundamentally engaged in the economic activities through business in the region and have brought it back as a support mechanism for local businesses with respect to trade,” he explains. “It was created during the pandemic, but this is now really about a united force of business organizations helping local businesses navigate these turbulent trade waters.”

Besides the Cambridge and Greater Kitchener Waterloo Chambers, BestWR also includes Waterloo EDC, Communitech and Explore Waterloo Region.

“We are engaged right now with regional municipalities to create opportunities whereby we can offer a support role in helping local businesses find local or Canadian suppliers, or to expose local businesses to the products they currently manufacture or sell and may be able to find Canadian customers for,” says Greg, noting BestWR also has strong federal and provincial connections which they will use to assist businesses.

“We have the insight to be able to tap into key levers within provincial government and within the federal government to have input on what potential supports those governments may need to provide businesses to keep them moving through this turmoil.”

Ask the Expert returns

As a further measure to assist, both the Cambridge and KW Chambers have revived their online tool 'Ask the Expert'.

These weekly Zoom calls - created during the pandemic to provide business leaders with current information – will now provide an opportunity for manufacturers and businesses in the region who export to the U.S. to ask questions.

“We will invite various experts to take part in the one-hour call, and hopefully get some answers to their questions and help them keep their business humming along and doing the things they need to do to support their employees,” says Greg.

'Ask the Expert' will take place every Thursday, between 9-10 a.m.

“This all about businesses,” he says. “And how do we navigate the turbulent challenges ahead and make it a win for Canadian businesses.”

The Chambers have also revamped the chambercheck website (which offered timely resources for businesses during the pandemic) to provide a growing list of trade-related resources to inform and assist businesses.

Reasons for businesses to remain confident and optimistic:

Economic Resilience

Canadian businesses have demonstrated remarkable resilience in the face of past economic challenges. Our diverse economy and strong trade relationships beyond the United States provide a buffer against potential disruptions.

United Response

The Canadian government, provincial leaders, and business organizations like your local Chamber of Commerce are presenting a united front in response to this threat. This co-ordinated approach strengthens our negotiating position and demonstrates our commitment to protecting Canadian interests.

Potential for Internal Growth

For years the Chamber network has been encouraging the government of Canada to remove interprovincial trade barriers and unlock the economic prosperity lying dormant in these archaic policies. This situation presents an opportunity to address long-standing interprovincial trade barriers and by removing them boost Canada's economy by up to $200 billion per year, potentially offsetting the impact of U.S. tariffs.

Mutual Economic Interests

It's important to remember that the proposed tariffs would also significantly harm the U.S. economy. American businesses and consumers would face higher costs and reduced competitiveness, which could lead to pressure on the U.S. administration to reconsider this approach. 

Time for Preparation

With the proposed tariffs not set to take effect until at least March 1, there is time for diplomatic efforts and for businesses to prepare contingency plans as we work our business contacts and channels to influence key stakeholders in the U.S.

Leveraging Canadian Assets

Canada continues to highlight its valuable assets that are strategically important to the U.S., including:

• Energy resources
• Critical minerals
• Nuclear power capabilities
• AI research excellence
• Lumber and building materials
• Automotive
• Agriculture

By emphasizing these assets, Canada is demonstrating that doing business with us is not just beneficial but strategically smarter than alternatives.

Government Support

The Canadian government has a track record of supporting businesses during trade disputes. We can expect measures to be put in place to assist affected industries if the tariffs are implemented.