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Great articles roundup: call to action mistakes, defining tech companies, sustaining startup media coverage, and the VC model

By Alexandra Reid

As a regular weekly feature, we provide our readers with a roundup of some of the best articles we have read in the past week. On the podium this week are Copyblogger, GigaOm, The Flack and GeekWire.

20 mistakes that will undermine your call to action and cost you sales

As content marketers, we spend a lot of time obsessing over increasing traffic. It’s the sexy thing to do. However, the number of leads fails to match our expectations because we don’t spend enough time creating a killer call to action. There are dozens of call-to-action mistakes that can doom your efforts to convert traffic into leads or sales. Copyblogger shares 20 of the most common.

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Great articles roundup: B2B marketing messages, inventor mistakes, dirty secrets, social media, incubators, accelerators, and value propositions

By Alexandra Reid

As a regular weekly feature, we provide our readers with a roundup of some of the best articles we have read in the past week. On the podium this week are Business2Community, Financial Post, VentureBeat, eMarketer, and TechVibes.

‘Looking big’ is not an effective B2B marketing message

It’s not rare to see B2B companies sucked into the distorted reality that they must market themselves as larger companies to woo their prospect bases. The traditional logic is that if you are selling to larger companies, you should act larger in an effort to appeal to them. Author Brian Jameson explains that B2B marketing is not a boxing match where fighters fall into weight classes.

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April roundup: What does it take to bring technology to market?

We covered lots of new and interesting subjects on our blog last month. Contributor Caroline Kealey discussed the importance of measurement for communications people. Terry Lavineway shared important information on business incentives in the federal budget. David French further explored the world of patents and explained how get value for your money. Our Francis Moran covered recent developments in Waterloo and shared counsel on the importance of having a good startup team, while Alexandra Reid examined the importance of social media images and interviewed startup champion Victoria Lennox on Startup Canada’s cross country tour and launch, happening this week in Ottawa. Plus, we had our regular monthly check-ins with startups Genevolve, Screenreach and NanoScale.

These topics merely scratch the surface of our coverage last month. If you missed any of our posts, here is a handy roundup.

April 3: Getting ready for the big show by Francis Moran and Leo Valiquette

April 12: Learning how to deal with the unexpected by Francis Moran and Alexandra Reid

April 25: Do you know how to dance with angels? by Francis Moran and Leo Valiquette

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from April, as ranked by the enthusiasm of our readers:

April 19: What’s going on in Waterloo? by Francis Moran

April 24: There is no magic recipe for a successful company, only good cooks by Francis Moran

April 16: Innovation and the budget by Denzil Doyle

April 23: Tales from the trenches: New associate joins our team by Jeff Campbell

April 17: Social media strategy: Why meeting in the ‘real world’ matters by Alexandra Reid

April 2: Making measurement work for communications professionals by Caroline Kealey

April 5: How to municipimp your municipality by Alexandra Reid

April 18: What an entrepreneur can learn from a literary conference by Leo Valiquette

April 30: From whiteboard to customers: a perspective from the startup world by Jesse Rodgers

April 9: Are we getting value for all the money we’re spending on patents? by David French

April 4: There were other business-related incentive tidbits in the federal budget by Terry Lavineway

April 26: Victoria Lennox: Startup champion by Alexandra Reid

April 13: The importance of developing a social media image strategy by Alexandra Reid

Check your baggage at the door

By Leo Valiquette

Over the past couple of weeks, I have been speaking with a number of entrepreneurs, executives and others with a stake in Ottawa’s economy on topics ranging from international trade and building an export-oriented business to financing. The common theme has been what business owners must do to get out of their own backyards and make things happen.

There are, no doubt, those who take miserable comfort in pining away for the old days of high-volume VC and the glory that was Nortel. They would rather spend more time complaining about what’s lacking in the commercialization ecosystem than engage in a more productive exercise to find a workaround. I really wasn’t interested in getting mired in those perspectives. The world is what it is – deal with it.

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Why startups should build social media communities before they launch

By Alexandra Reid

Social media has become an integral part of the marketing mix for new companies. Startups are employing these valuable channels to promote themselves, receive market feedback, interact with key industry players, and offer relatively inexpensive customer support to beta testers and other early adopters of their technologies.

Yet despite these benefits, many startups aren’t allocating the resources necessary to support social media initiatives until after the product is released, their first customers are established, and they begin seeing revenue. As with all marketing activities, social media should be regarded as an investment that will generate profit. And just like launching a new product, social media requires a runway to set up the strategy and channels and develop the audience and content to succeed.

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