Kitchen Table to Marketing Agency | My Real-World Strategy Guide
How I turned a kitchen table candle business into a thriving marketing agency using strategies I tested myself—strategies that work for busy business owners.
The Journey from Wax to Websites
I started with just a kitchen table and some wax melts.
No fancy business degree. No marketing certifications hanging on my wall. Just a passion for creating great candles and figuring out how to sell them.
Fast forward to today, and I run a marketing agency helping real brands build lasting growth. The transition makes perfect sense when you understand one thing:
I tested every marketing strategy on my own business first when you had to do it all online.
These strategies helped me build my candle business into a brand with wholesale accounts—all while balancing life as a first-time mom.
Let me share what actually works.
The Social Media Misconception Many Businesses Believe
My candle business grew to a recognizable brand with less than 1,000 Instagram followers. Meanwhile, I've watched businesses with 15,000+ followers struggle to sell or book a single client.
It comes down to three fundamental principles I learned from scratch:
1. Your Messaging Matters More Than Your Post Count
I wasted time posting generic candle content at first. Beautiful photos, sure. But they didn't convert like I wanted because I was trying to speak to everyone.
So I got specific. Really specific.
Instead of "luxury candles," we became "luxury candles that burn clean so you don’t have to worry about your family's health." The conversion rate tripled within weeks.
Takeaway: Figure out exactly who you're talking to. Not a vague audience. One specific person with specific problems you solve.
2. Being SOCIAL on Social Media
Most businesses treat social platforms like a billboard. Post content. Disappear. Wonder why nothing happens.
I made this mistake too.
The shift came when I started spending just 15 minutes daily engaging with:
Every single comment on my posts
Content from potential wholesale accounts
Questions in candle-making and home decor hashtags
Engaging with my ideal clients
The result? My community grew STRONG. Not from posting more, but from actually showing up and being helpful.
Takeaway: Block 15 minutes at minimum daily for pure engagement. Respond to every comment. Find potential clients and meaningfully engage with their content. Answer questions in your industry hashtags or in facebook groups.
3. Humans Buy From Humans, Not Highlight Reels
My highest-converting posts weren't perfect product photos. They were messy behind-the-scenes videos of me pouring wax at midnight after my baby finally fell asleep and I could sneak out to finish orders.
People connected with the person behind the candles, not just the product.
When I started showing the real journey—the 2am label-sticking sessions, the shipping disasters, the wins and struggles—that's when people started messaging: "I need to support your business."
Takeaway: Let people see the human behind the business. Share struggles alongside successes. Build connection, not just content.
The Power of a Complete Marketing System
Building my candle business in 2020—right when COVID hit—taught me an invaluable lesson about marketing.
When in-person markets weren't an option, I had to rely entirely on social media to build my brand. But it wasn't just posting content that drove results.
What truly made the difference was creating a complete marketing system where each element strengthened the others. Here's what I mean:
1. Email Lists Convert Better Than Social Media Alone
While social media was essential for building awareness, my email list became the backbone of my revenue.
By capturing interested followers and moving them to my email list, I created a direct line of communication that wasn't subject to algorithm changes or platform limitations.
Takeaway: Create a simple nurture sequence for subscribers and customers. Use it consistently to build relationships and drive sales.
2. The Low-Risk Entry Point Strategy
Not everyone is ready to buy your full-priced product immediately. I created a $9 "Scent Sampler" kit that let people test my scents with minimal risk.
The conversion data blew me away: 68% of sampler purchasers returned to buy full-sized products, spending an average of $67.
This approach works across industries, creates a low barrier to entry, shows value and an exceptional experience, and you’ll win them over every time.
Takeaway: Create a low-cost, high-value offer that lets potential customers experience your quality without a big commitment.
3. Start Simple, Then Build
My email marketing started with exactly two elements:
A welcome email for new subscribers
A monthly newsletter
That's it. Later, I added abandoned cart emails and post-purchase sequences. But those two simple elements drove revenue before anything else.
Takeaway: Don't overcomplicate. Start with the basics that drive results, then expand methodically.
The Integration Secret: Making Your Marketing Channels Work Together
The breakthrough that took my candle business from kitchen table to wholesale success wasn't working harder—it was making every marketing element strengthen the others.
Most businesses treat social media, email marketing, and their website as completely separate tasks. That's not just exhausting—it's ineffective.
Let me show you:
1. Social Media Builds Your Email List
I shifted my social strategy to ensure that at least 1 in 5 posts directed followers to join our email list through a valuable offer (I used a big juicy discount or secret subscribers-only sale").
This wasn't random posting—it was strategic list-building. Every platform had one primary job: moving interested people to our owned channels and expanding our touchpoints.
2. Email Drives Website Conversions
My emails stopped being just updates or newsletters. Each one contained a specific action for readers to take, with clear benefits for doing so.
Remember to ensure they have a purpose; you’re a business, after all.
3. Website Captures Testimonials For Social Proof
I added a simple "Share Your Experience" form after purchase that fed content directly back into my social strategy.
The result? User-generated content on autopilot and authentic social proof that drove more sales.
This connected approach is how I managed to grow a business while being a mom with limited time during COVID. Not by doing more things, but by making each element of my marketing work together.
How to Apply These Strategies to Your Business Right Now
You don't need fancy tools or complicated systems to implement these strategies. I built my business using basic platforms while juggling being a stay-at-home mom and managing production.
Start with these five steps:
Define your specific audience — Get uncomfortably specific about exactly who you're serving and what problems you solve for them.
Block 15 minutes daily for engagement — Set a timer and be genuinely social on your platforms. This isn't optional.
Set up one simple welcome email — Start building your email foundation with just one effective welcome message.
Create a low-risk entry offer — Develop something valuable that lets new customers try your business with minimal commitment.
Connect your marketing channels — Make sure each platform clearly directs people to the next step in your customer journey.
The Real Secret: Implementation Beats Information
The same approach now drives results for my marketing clients across different industries to this day, although it’s now on steroids because I’ve learned and tested a lot more since then.
If you're struggling to grow your business online, chances are you don't need more information. You need implementation support—systems that ensure these strategies happen consistently, even when life gets busy.
That's exactly why I created my small agency—to help businesses implement these proven strategies without being overwhelmed.
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