A small gardening business in the UK has managed to turn around their business into one of the most successful small businesses in the country by selling warm composts online. Wiggly Wigglers promote themselves through word of mouth, podcasting, blogging and their Facebook group, as well as their company Web site.

I learned about the amazing rise of Wiggly Wigglers at the recent BlogHer business conference, when the company’s spokesperson and co-founder Heather Gorringe got up on stage and explained that she lived in a village with fewer than 70 people. At some point, her accountant had advised her to shut down her business, but she saw the whole world of gardeners as her audience and believed there was more to achieve. She charged on, carrying her business online and expanding it with a catalogue.

Heather started with blogging but she soon realized she was better at chatting. She figured out how to do podcasts with her personal computer and brought her husband, Farmer Phil, and other friends into her show. Her real life sound bytes from the Lower Blakemere Farm in rural Herefordshire are incredibly entertaining.

There is a dotted line between being Heather’s podcast listener, blog reader and Wiggly Groupie on Facebook and becoming her customer. Heather is doing several things right from a social media marketing standpoint:

- She has a strong voice. It’s genuine and personable.
- She is passionate about what she writes.
- She informs and educates her customers.
- She offers applicable tips.
- She keeps in touch.
- She encourages product trials with discounts and give-aways.
- Her products have a social angle—they make the world greener.
- She welcomes new friends.

Here is her latest email to Wiggly Groupies on Facebook embodies all of these elements:

"Dearest Wiggly Groupy

Its SLUG time, and a top Wiggly Tip which applies to you if you garden - but NOT if you are a farmer.... is Nemaslug. It doesn't harm any other wildlife (unlike those blue pellets) and it works by watering it in...
Here's a link
http://www.wigglywigglers.co.uk/shop/foundproduct.lasso?product_id=218

A huge welcome to you if you a newbie Wigglet, I'm afraid you missed a corking giveaway to celebrate our 500 members but there is a £5 discount available just for groupies on the Wiggly Website (www.wigglywigglers.co.uk) until Wed (30th April) Details after the end of this groupy news. If you were a winner - hope you have received your prize - how about a review in the discussion topics to let others know how utterly wonderful (or not) those goat socks are!

In fact if you are in the mood the Group discussion topics are corking I think - there are now 149 great topics (and one on cats)."

Heather’s Facebook group has about 600 members and it is growing. She is winning by being direct and genuine. She has become the face of her company and befriended many around the world by chatting online.

Her case highlights the myriad of opportunities available to small business owners and solopreneurs in promoting their businesses through social media. It also suggests that larger companies who want to have such deep connections with their customers will need to appoint social media managers who personify the company brand, deliver engaging content and carry on conversations because they truly believe, live and breathe what they promote.