Product Marketing on Social Media: How Small Business Owners Can Sell Products Online

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Product Marketing on Social Media: How Small Business Owners Can Sell Products Online Do you run a product-based small business and feel like most social media marketing advice is aimed at service providers?

Do you look at hooks and prompts online and think…

"That works for coaches or mentors… but how does that apply to my candles, ceramics, jewellery, or products?"

If you’ve ever felt like product marketing on social media doesn’t quite fit your business, you’re not alone. Many marketing examples online focus on transformations and problems. That works well for service businesses, but product-based businesses often sell things that feel more like wants than needs.

But product businesses absolutely can use the same social media strategies, you just need to frame them slightly differently. Listen to the Full Podcast Episode

🎧 Hit play on the podcast player at the top of this page to hear the full conversation Why Product-Based Businesses Struggle With Social Media Marketing

One of the most common challenges I hear from small business owners selling products is this:

"My product doesn't solve a problem."

If you sell things like:

• Handmade ceramics

• Jewellery

• Candles

• Stationery

• Party decorations

• Home décor

…it can feel harder to connect your product to the traditional problem → solution marketing approach.

Service businesses often have very obvious problems they solve. For example:

A sleep consultant solves the problem of a baby not sleeping.

A website designer solves the problem of a business needing a website.

But product businesses often sell things that bring:

• joy

• comfort

• beauty

• convenience

• aesthetic pleasure

• lifestyle upgrades

So the issue isn’t that your ideal client doesn’t have a problem, it’s that the “problem” is actually a desire.

A little product image from my brand photography days. This was for Ayrshire business Salon Fifty Five

The Secret to Product Marketing on Social Media

Instead of thinking in terms of problems, product businesses should think in terms of:

• desires

• wants

• lifestyle upgrades

• experiences

Your ideal client is often looking for something that enhances their everyday life.

For example:

A handmade mug doesn’t solve a crisis.

But it might:

• make someone's morning coffee feel more special

• match their kitchen aesthetic

• support a small business they love

• turn a rushed moment into a daily ritual

And that emotional connection is powerful marketing.

Listen to the Full Podcast Episode

🎧 Hit play on the podcast player at the top of this page to hear the full conversation The GSGS Method ®️

Inside my Get Seen Get Sales mentorship community, we teach content using my Get Seen Get Sales Method®️which includes three simple content categories:

Attract – bringing new ideal clients to your content

Nurture – building trust and connection

Convert – encouraging someone to buy

This structure works beautifully for product marketing on social media too.

Let’s look at an example. Example 1: Attraction Content for Product Businesses

Attraction content is designed to stop the scroll and reach new people who don't follow you yet.

A common social media hook might be:

“Top 10 advantages of doing X every day”

A product-based business might struggle to apply this at first but let’s say you run a ceramic business selling handmade mugs. You could turn this hook into:

"Top 10 advantages of drinking your morning coffee from a handmade mug every day"

Suddenly the product becomes part of a lifestyle moment.

Some of those advantages might include:

• Slowing down your morning routine

• Feeling the warmth of the mug in your hands

• Supporting a small business

• Creating a daily ritual

• Making your kitchen feel aesthetic and cosy

Visually, this content could be a simple reel showing coffee being poured into the mug, someone holding it, or enjoying that first sip.

Simple. Relatable. Effective. Huge thanks to Sarah of @tinysarahmakes for the idea for this episode! Listen to the Full Podcast Episode

🎧 Hit play on the podcast player at the top of this page to hear the full conversation Want More Social Media Content/Hook Ideas?

If you'd like ready-to-use hooks and prompts for your small business, grab my free resource below.

📩 30 Free Social Media Hooks and Prompts for Small Business Owners

Inside you'll get:

• 10 attraction prompts

• 10 nurture prompts

• 10 conversion prompts

Perfect for creating content that helps you get seen and get sales on social media.