Starting a business is one thing; growing your audience, especially if marketing is new to you, is quite another. For busy mums running product-based businesses, balancing work and family is already a challenge. Adding marketing can feel overwhelming.

The good news? You don’t need to be a marketing expert to start building an engaged audience. With some simple online marketing tips for beginners, you can grow your customer base, boost sales, and lift your business without extra hours in the day. Here’s how to get started.

1. Know Your Niche

Before launching any marketing effort, get clear on your niche. Who exactly are your products for? What problems do they solve? Understanding your ideal customer shapes your whole marketing approach. When you speak directly to the right people, your message resonates and attracts the audience you want.

Ask yourself:

• Who is my ideal customer? (Age, gender, lifestyle, interests)

• What challenges are they facing?

• How does my product improve their life?

Once this is clear, everything you create—from social media posts to emails—will be more focused and effective.

2. Create Content Pillars That Convert

Content is the heart of growing your audience, but random posts won’t move the needle. Pick 3-5 core content pillars—key themes that fit your brand and offer real value to your audience.

For a product business, these might include:

• Product features and benefits

• Behind-the-scenes looks at how your products are made

• Customer stories and testimonials

• Educational content related to your products (e.g., “How to Use Eco-Friendly Baby Products”)

By consistently sharing content around these pillars, you mix education, engagement, and promotion—keeping your audience interested and gently driving sales.

Understanding the Customer Journey

Every customer moves through a journey before making a purchase. This journey has stages, each requiring a different level of effort from you to guide them towards buying. The percentage of time spent on each stage shows where to focus your energy.

A common mistake I see: businesses pour too much effort into building “awareness” by endlessly churning out social media content. This often leads to burnout—and the results don’t always match the effort.

3. Focus on Social Media Platforms That Suit Your Business

For beginners, social media is a great starting point—it's free and has huge reach. But don’t spread yourself thin across every platform. Pick the ones where your ideal customers hang out and concentrate your efforts there.

Here’s how to make the most of some key platforms:

• Instagram: Great for product brands. Use Reels for product demos and behind-the-scenes clips, carousels to showcase reviews, and Stories to connect in real time. No need to appear on camera—unboxings and user-generated content work well too.

• Pinterest: Perfect for visually driven products. Create pins that link back to your site or blog, optimised with keywords so people can find you easily.

• YouTube: Ideal if you enjoy teaching or demonstrating products. Share tutorials, how-tos, or insider looks that show how your products solve real problems.

• Threads: Engage directly by joining conversations and sharing insights. The platform’s algorithm rewards meaningful interactions by boosting your visibility.

• Blogs: Great for SEO and building organic traffic. Write content that addresses your customers’ challenges to attract visitors naturally.

• Facebook Groups: Join or start groups where your audience gathers. Share helpful advice and content, and guide members back to your store or website.

4. Collaborate to Expand Your Reach

Working with influencers, bloggers, or complementary businesses can introduce your brand to new audiences. Collaborations, giveaways, or cross-promotions create win-win opportunities and help you grow faster.

5. Build and Nurture Your Email List

Email marketing remains one of the most effective ways to nurture relationships. Offer incentives—discounts, freebies, exclusive content—to encourage sign-ups. Then regularly send emails with updates, promos, and useful info to keep your audience engaged.

6. Keep Consistent

Starting out, it’s tempting to post sporadically or try every new tactic. But consistency is what builds trust and growth. Set a schedule that fits your lifestyle and stick to it, whether it’s posting on Instagram or sending newsletters.

Ready to Take Your Business to the Next Level?

If you’re a mom running a product-based business and you’re ready to grow your audience and increase sales, I’ve got something special for you! 🎉

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