I finally have a business! Now what?

Long time listener, first time caller.

I've always been a fan of Indie Hackers, and it's spurred me on to create my own business selling sports nutrition products. An area I've been interested in for a while and have now taken the plunge to create an online retail business (https://energy-hydration-recovery.com).

This is a side hustle, so I'm trying to make sure I spend my time wisely, and I know there are a ton of specific questions as to the what, what I'm trying to determine is the 'where' i.e. for my business if you only had 2 hours to commit a day to this where would they be best spent?

I've been through all the basic steps like setting up a website and buying packaging, equipment and some stock. I've been writing some content and experimenting with Google and Facebook ads, but they seem an expensive way to generate traffic.

I just wanted to ask for some basic advice on what I should be concentrating on now for my specific niche. Should I just be looking to create content and grow that or should I stick to the paid-for advertising?

Any advice on the look, feel and structure of the site would be gratefully received too. It's early days so I'm trying to get off on the right foot.

TIA!