Starting a cottage food business is an exciting venture, but getting customers to know about your delicious creations can feel like a daunting task, especially since as cottage food business owners, we wear ALL the hats! Whether you’re selling bread, crafting homemade jams, or creating hand-decorated cookies, marketing is essential to turning your passion into a thriving business. In this guide, we’ll share actionable tips to help you effectively spread the word about your cottage food business—whether you’re just starting out or looking to grow.
Before we begin, it’s important to say that change takes time. Progress takes time. You may have to stay consistent with your strategies for months before seeing any gains – stick with it for a while before switching thing up! In addition, marketing is something we forever. In rare cases, a business blows up and everything spread through your customers, but for 99% of us, we are going to be constantly marketing – if we don’t market, we don’t sell.
1. Leverage Local Networking & Word of Mouth
Join Local Facebook Groups / Nextdoor-type apps
In my humble opinion, there’s nothing better than word of mouth marketing. There are countless Facebook groups dedicated to local businesses, neighborhood markets, and community events. Be active in conversations, share your story, and let people know what you offer.
In addition to online communities, sharing your business at your local community centers or apartment complex offices are always great- volunteer to bring samples to their events and ask if you can give them individually wrapped, sealed and labeled products to give out to their clients. Think outside the box and carry product with you, so that as you meet people at the grocery store checkout or post office, you can hand out samples everywhere. I used to give samples out to all delivery drivers as well, simply setting up a self-serve box on my porch. When I first became official with my cottage bakery in 2015, it was a grind! I would carry heat sealed cookies in my purse to hand to anyone who would have a conversation with me and that’s how I slowly but steadily increased my demand – I had to create it. Once people experience your product first hand, if they like it, they are more likely to purchase from you or refer you.
Collaborate with Other Local Businesses
Consider partnering with:
- Coffee shops & cafes – See if they’d be interested in carrying your baked goods (local laws permitting), or be open to a popup.
- Farmers’ markets – A fantastic way to gain exposure and sell directly to your community.
- Boutiques & specialty stores – Many local shops love to feature small-batch, locally made goods. Not all cottage bakers are allowed to wholesale or allow other businesses to resale, BUT you can always partner for a popup or offer to “cater” an event- the key here is to look for opportunities that are win-win opportunities for all parties involved.
- Other cottage bakeries – A rising tide raises all the boats. Make friends with your local cottage bakeries and create a referral system. Everyone’s work and styles are different, it’s always better to help each other than look at each other as competition. You can also share the workload in case anyone gets a large order and needs help.
- Your local Chamber –– well connected and usually committed to supporting local businesses, this is a great way to find leads.
Ask for Client Referrals
Your existing customers can be your best marketing tool! Encourage them to spread the word by offering referral incentives like:
🎁 A discount on their next order
🎁 A free treat for every new customer they refer
🎁 A discount on their next order for leaving you a review or posting on social media about you
2. Establish a Strong Online Presence
Build a Website
A website is your digital storefront, and it doesn’t have to be complicated! Platforms like My Custom Bakes allow you to set up a dedicated page for taking custom orders, showcasing your products, and providing essential business workflow assistance tailored to cottage bakeries.
Make sure your website includes:
- A menu of your offerings
- Pricing information (or a request-a-quote option)
- Your social media links & contact info
- Customer testimonials
Set Up Social Media Accounts
Social media is one of the most powerful (and free!) ways to attract customers. Start by setting up a business profile on:
✅ Instagram – Great for showcasing beautiful product photos and engaging with local customers
✅ Facebook – Helps connect with community groups and local buyers
✅ TikTok – Perfect for showing behind-the-scenes content, tutorials, and fun trends
✅ Pinterest – A great platform to inspire and drive traffic to your website
💡 Pro Tip: Use location-based hashtags (e.g., #HoustonBaker, #SeattleCottageFood) to attract customers in your area. Use ONLY applicable hashtags- if you’re showcasing bread, don’t use #cake for instance.
3. Utilize Email Marketing
An email list is gold for keeping customers engaged and bringing in repeat business. This is something I wish I had done so much sooner in my business. If you haven’t started collecting emails yet, now is the time!
How to Build Your Email List:
- Offer a small discount for first-time customers who sign up
- Collect emails at farmers’ markets or pop-ups
- Include a sign-up form on your website
💌 What to Send in Your Emails:
- Special promotions & discounts
- Seasonal product launches
- Behind-the-scenes stories
- Exclusive pre-orders for popular items
📢 Try it out: Platforms like Flodesk make email marketing easy to set up and automate. If you want more info on email marketing, check out THIS POST.
4. Invest in Professional Branding
Your brand is more than just a logo—it’s the feeling your business gives people. Investing in professional branding will help your business stand out and look more polished.
What You Need for a Strong Brand:
✅ A professional logo – Try using Canva Pro for easy DIY designs or hire a freelancer on Fiverr. We also offer a logo/graphic service on our website.
✅ Branded packaging – Custom stickers, bags, and labels make your products memorable. Check out NoIssue for custom, eco-friendly packaging. For your ingredient labels, consider a thermal printer to save costs.
✅ Consistent color scheme & fonts – Keep your website, social media, and marketing materials cohesive for a professional look.
5. Get Press & Media Coverage
A feature in a local newspaper or blog can instantly boost your business’s credibility. Here’s how to get noticed:
🎤 Pitch your story to local food bloggers and journalists
📌 Submit your business to “Best of” lists (e.g., “Best Home Bakers in Austin”)
💬 Get featured in a podcast or YouTube channel related to small businesses or baking
Tip: You can also write guest blog posts for foodie sites or cottage food industry blogs to build authority and get backlinks to your website!
6. Run a Giveaway or Contest
Giveaways can quickly attract new followers and boost engagement. Ideas include:
🎉 “Tag a Friend to Win” – Ask followers to tag friends who love baked goods.
🎉 “Share a Story” – Customers share photos of their orders and tag you for a chance to win.
🎉 “Guess the Flavor” – Post a close-up of an upcoming item and let customers guess what it is!
7. Utilize Paid Advertising (When You’re Ready!)
Once (AND ONLY AFTER) you’ve built a strong foundation, would I consider advising you to run paid ads on Facebook and Instagram to reach local customers. Even $5/day can make a huge difference.
🎯 Tips for Running Ads:
- Target local audiences within a 10-20 mile radius
- Use high-quality images of your products
- Offer an introductory deal (e.g., “Get 10% off your first order!”)
If you don’t want to do it yourself (we’ve all got enough on our plate!), use a service like The Cottage Foodie to help you run local ads.
Final Thoughts
Growing your cottage food business doesn’t happen overnight, but with the right mix of online and offline strategies, you can steadily build a loyal customer base and increase your sales. Focus on consistency, authenticity, and engagement, and your business will continue to thrive.
If you’re looking for an easy way to manage your orders, check out My Custom Bakes—a simple order management solution for cottage bakers. It helps streamline your workflow, track payments, and keep your business running smoothly!
💬 What’s been the most effective way for YOU to market your cottage food business? Drop your tips in the comments below!
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