In keeping with my shift toward providing helpful information to small businesses that blog, or that want to, I'm beginning what I hope will be a series of case studies of businesses that do.

Thanks to a recent post on Rick Bruner's Business Blog Consulting website, I contacted one such company, Lincoln Sign, based in Lincoln, NH, and asked the owner, J.D. Iles, some questions about why the company decided to incorporate blogging as a marketing communications tool, and how they were using it.

Mr. Iles was more than gracious in his reply, and paid me the highest of compliments. He said, "I actually read your blog every day, and it is one of the blogs that convinced me to start blogging."

I have to tell you, it was that statement that solidified my decision to shift the direction of this blog. For that is my goal, to convince small businesses of the need to add blogs to their marketing communications mix.

But, enough about me. Here's what he had to say in response to my questions. . .

RMG: Why did you start using a blog related to your business? Was it primarily for the purposes of marketing?

JD: There are a few reasons:

#1: My wife and I recently purchased Lincoln Signs this past May, and one of the things on my to-do list was to revamp the website. I was dissatisfied with the general state of the web, as the traditional website

is too static for my tastes. I like the constant change of the weblog.

#2: Mine is a business in which we do all custom project work, and we are always doing something interesting and fun and I wanted a way to communicate that to my customers on a daily basis. The blog allows me to do it.

#3: Additionally, it is a creative, fun outlet for me. There is an "art" to signmaking that I enjoy, just as there is an "art" to blogging that I enjoy.

RMG: What advantages do you see in the use of a blog for your business?

JDL: The blog is a fantastic tool.

#1: Many times I use it as a clone of myself. If a customer calls, I have about 3 minutes to sell my services to them, but if I can get them to look at my blog, I can sell to them for the next 30 minutes to 15 days or so.

#2: It allows a customer to have a conversation with "me" without my having to take the time to have the conversation.

#3: It lets me show a current customer the progress of their project, and when the project is completed, I can give them some cross-promotion off of my blog.

Mr. Iles concluded his remarks with this statement, "I am surprised more small business do not blog on a regular basis. When I started, I was under the impression that it was already a huge trend, but as I learn more, I find I am far ahead of the curve, which is nice."

We have to ask the same questions. Why aren't more small businesses jumping on the blog bandwagon? As popular as blogs have become, small businesses have, in large part, not adopted them as part of their marketing communications strategy. It's my goal to change that! So, small business, join the conversation!

If you are a small business that is considering starting a blog, and have questions, please feel free to contact me. I'd be more than happy to help you get started. Also, if you are a small business that is already using a blog, please let me know.