Do you think your company doesn’t have enough to say to merit having a blog? That means you’re probably overlooking what makes your company unique. You should know the things that set you apart from competitors, and you should blog about them.
Let’s consider a hypothetical plumbing company. Conventional thinking may suggest that there isn’t much for a local plumber to regularly blog about. You, as the owner of this imaginary plumbing company, assume that after building a website highlighting your services, there’s nothing more to say. After all, how much can you write about snaking a shower drain or fixing a leaky kitchen faucet? It’s true, there might not be a need to regularly write about the services you offer, but you can share more about who you are as a company.
If you’re a local business serving customers in your immediate area, you should use your website to highlight what makes you a strong part of your community. Do you support a local charity? Or sponsor a little league team? If so, write about it! By sharing this information with customers, you give them a better sense of your company beyond the nuts and bolts of your basic services.
When a customer searches for a plumber, they’ll know what they need. They need someone who can fix a broken toilet, and it’s safe to assume that every plumber in their area is capable of handling this task. When they find ten local plumbers, how do they go about choosing which one to call?
They’d probably first consider price, but you’re hopefully already competitive in that regard. Next, they might look at customer reviews. You should ideally be set for this as well, displaying numerous positive reviews from previous customers. So assuming you’ve covered the basic minimum customer expectations of competitive prices and trusted quality, you’ll want something extra to set you apart from all of the other local plumbers who also meet those basic expectations. A great way to do that is to reveal your company’s personality beyond the basics.
Every blog post you write is an opportunity to show customers what makes your company great. Don’t overlook such any opportunity to set yourself apart from your competitors. Think about what makes your company more than the basic services you provide. Once you know what that is, share it with your customers.