This is the 2nd installment in my series “Seven Reasons Your Business Needs a Blog.” The first had to do with using a blog to build brand awareness. This one has to do with how blogs can set you apart from your competitors.
What makes your business different that your competitor down the street? How can you make that prospective customer understand that you have something better to offer?
Maybe there are some barriers you feel you have to overcome. Perhaps your product or service costs more, for example. How can you sell the prospect on the benefits of choosing you over the competition? One way is to use a blog.Blogs enable you to “tell your story,” the story of your business, over and over and over again. You know the old adage: Tell them what you’re going to tell them, tell them, tell them again, then tell them what you told them. Blogs give you the ability to do that.
My favorite example of a small business using a blog just for this purpose is Lincoln Sign Company in Lincoln, NH. It’s a small business run by J.D. Iles. He uses a blog – SignsNeverSleep.com – to showcase his business. After just a few minutes on his site, you’ll catch on quickly as to how he differentiates himself from the competition. It’s obvious. I tell everyone J.D. is a model small business blogger and worthy of your imitation.
Someone said a blog is like a continual tour with a guide whom you get to know well. Blogs enable you to take your readers on a journey into who you are, what your business is all about, and what makes you the more worthy candidate than your competitor.
In the next installment, I’m going to talk plainly about blogs serve as a marketing tool.