Blog Marketing ROI Case Study: Don’t Fence Me In

Think your business has too narrow a niche or too boring a product to blog about? Duncan Page of Louis E. Page, Inc. would beg to differ.

I saw this story on NECN recently. The company manufactures a special type of fencing used for tennis courts, horse paddocks and protecting gardens from pesky critters looking to eat your crops. Since Duncan started writing a blog about what customers can do with his product – appropriately titled “The Fence Post” – his sales leads have increased over 800%!

Duncan has done three really smart things with this blog:

1) He writes about ways customers can use his product, which is a very effective soft-sell technique.
2) He positions himself as a thought leader on a particular niche subject. This establishes trust between potential customers and Louis Page Inc., i.e., “if they know this much about fencing, I’m willing to bet they sell a quality product.”
3) He has established a direct line of communication with current and potential customers. This line allows him to answer questions and showcase the potential of his company’s products.

Don’t get fenced in by limiting thoughts – the more specific your product, the better your blog is likely to perform.

Jeremy Garland
Don’t Fence Me In