In line with Jay’s previous post (blogs do not have to have massive audiences to be effective), here’s an article about another small business’ effective use of blogging.

I was immediately captivated by the near-immediacy of this information and the fact it chronicled the spontaneous nature of whale watching. The “Sightings and Updates” blog also demonstrated to me that Quoddy Link Marine really cared about whales and the environment, not just selling whale tour tickets. Thanks to their blog, I also felt one degree closer to the people behind this tour company than with those from any of their competitors.

As I mention in a previous post, this kind of openness goes much further toward establishing the trust of potential customers than traditional marketing techniques.