Follow along here, please:
1.) On February 23, 2008, Jesse Heap of Pink Cake Box left a comment on this blog. We had a short conversation in the comments of that post.
About two weeks later, I sent Jesse an email telling him I wanted to profile his wife’s bakery and the way they were using new “Web 2.0” marketing tools for one of my Search Engine Land columns.
2.) On March 13, the column appeared on SEL: A Small Business Marketing Success Story: Pink Cake Box. It was the first in a series of columns I did profiling small business success stories.
3.) In September, I did an interview with a writer from Business Asset, a quarterly magazine focused on small businesses. They share content with Inc. Magazine, too. After asking me a bunch of questions, the writer asked if I knew of any small business owners who were successfully using social media and other online tools to grow their business. I gave the writer the names and contact information of several businesses that I had profiled on SEL, including Jesse and Pink Cake Box.
4.) Business Asset just put Pink Cake Box on the cover of their Winter 2009 issue (photo above) with a nice two-page article inside with quotes from Jesse’s wife, Anne.
How’s that for some nice exposure? It’s all thanks to a single blog comment.
Now, don’t get me wrong — I’m not taking credit for this or patting myself on the back. Pink Cake Box is doing an awesome job of marketing without any help from me; they’ve been on the Rachel Ray show, Food Network, CNN Headline News, and countless magazines. No, the point is simple: Sometimes you never know what will happen when you start reading blogs, leaving quality comments on blogs, and making a connection with blog authors.
That’s the lesson here.
You can read the Pink Cake Box article here — click CONTENTS at the top and choose the article that starts on page 6.
I should also note that John Tuggle of Learning Guitar Now and St. Paul real estate agent Teresa Boardman both appear in the article that starts on page 8. They’re two more small biz owners that I profiled on SEL last year (John and Teresa) and recommended to the magazine writer. I didn’t learn about them from blog comments, but via word-of-mouth from a mutual friend (John) and my wife (who knew of Teresa from real estate blogging).