Building a business whilst working a 9-5 (without social media)
Trying to grow a business whilst working a 9-5 can feel like taking on a second full-time job.
Between creating content, posting on social media and trying to keep up with the ever-changing “rules”, it's easy to end up burnt out and overwhelmed before you’ve even seen any results.
But what if your marketing could continue working, even when you weren't?
This is where Gentle Marketing comes in.
To me, gentle marketing means creating valuable evergreen content that continues attracting people long after you've published it, rather than constantly chasing visibility on social media.
How Gentle Marketing Fits around A Full Time Job
Gentle Marketing helps introverted female business owners to build up their online presence sustainably, whilst working full or part time. The gentle approach values quality over quantity and evergreen content over virality, meaning your business can be growing in the background whilst you focus on your day to day life.
At the beginning of 2026, I made the decision to step back into having a 9-5 career after 2 years of self employment.
The reason was simple: My business was evolving and I was ready for the structure, focus and security of a 9-5 whilst I found my feet with whatever the next chapter of my solopreneurship journey was going to be.
Over the last six months, I've focused on settling into my new role while giving myself permission to let my business evolve without pressure. That breathing room helped me gain clarity on how I actually want to grow it.
It also forced me to rethink how I was marketing my business. I knew from previous experience that social media simply wasn’t for me and with a 9-5 to consider, I just didn't have the time to spend hours every week creating content.
Now I have started rebuilding momentum, without burn out or feeling like I am working 2 jobs. Here’s how I’m doing it the gentle way…
My Simple Marketing System
I shared in a previous post that I am no longer using social media to market my small business and instead, I’m focusing on pouring my energy into what feels good for my soul and aligned to how I creatively express myself - writing blog posts and email newsletters.
As an introvert, I know that my capacity for showing up in front of a camera and creating snappy, trendy content is low. I prefer to share my work when I feel inspired, rather than on a schedule and I find writing much more natural and enjoyable than other forms of media.
Before taking my six-month break, Pinterest had become my biggest source of website traffic and email subscribers, without requiring me to post every day.
Today my marketing ecosystem is intentionally simple:
Pinterest → Blog → Email list
Pinterest helps new people discover my work.
My blog builds trust.
My email newsletter nurtures the relationship.
(I’ve also written a blog post on using Pinterest to grow your email list here).
Why This Works For Introverts Working A 9-5
Having a job whilst growing a business on the side takes a lot of energy, especially for introverts whose energy is often already inconsistent. Typical marketing advice that recommends daily posting, going live, documenting the behind the scenes for IG stories, engaging with other people’s content etc. can feel extremely overwhelming - even without a full time job!
Instead, gentle marketing allows you to design an approach that works around your lifestyle and needs. The essence is creating valuable content that your audience can discover and benefit from all on their own - no need for you to show up and promote it to them.
Simple but strategic systems work in the background to help your audience flow along the journey of finding you, bingeing your content and deciding whether to opt in further (i.e. via a mailing list or making a purchase).
Monthly gentle marketing routine
✍️ Write two blog posts (2–3 hours)
💌 Send two email newsletters (1 hour)
📌 Create and schedule Pinterest pins (1 hour)
Total: around 4–5 hours each month.
This approach is exactly what I’m using to rebuild my Pinterest audience and increase blog views & email sign ups.
For solopreneurs already juggling other work, a simple, gentle strategy can feel like a weight lifted rather than an added burden.
Ready to Build Your Own Gentle Marketing Strategy?
Gentle marketing isn't about avoiding work or hoping your business grows by magic. It's about putting your energy into assets that continue working long after you've created them, instead of constantly feeding an algorithm.
Growing a business alongside a full-time job doesn't have to mean sacrificing every evening and weekend.
Marketing can be slow.
It can be intentional.
And it can continue working long after you've closed your laptop.
If gentle marketing feels right for you in growing your online business whilst working your 9-5, then I invite you to take advantage of my free 5 Day Gentle Marketing Email Series, where we deep dive into creating your most aligned gentle marketing strategy that never feels overwhelming.
Till next time,
Caitlin.