If You Don’t Know Where Your Customers Are, How Will You Reach Them?

June 25, 2025 | Read time: 3 mins

Welcome back, folks 👋
This week’s Business Builder Bulletin dives into something business owners think they’ve nailed—but often get completely wrong:

🧭 Why knowing your customer’s age and gender matters more than ever
📱 Where your audience really spends time online (hint: it’s not always Instagram)
🎯 How to match your posts and ads to the right platform
💡 The painful lesson I learned from marketing in the wrong place

Let’s dive in…👇

The Day I Realised I’d Been Talking to the Wrong Crowd

A few months ago, I launched a new offer for small business owners—something I knew would help them grow fast. I posted on Instagram, shared it on Threads, even made a little reel.
And… crickets. No sign-ups. No messages. Not even a single “like” from someone genuinely interested.

But then I casually mentioned it in a Facebook group for local business owners—and had three enquiries within an hour.

Here’s what I’d done wrong:
I put effort into where I liked to be online. Not where they were.

And this is where so many businesses lose traction:
They’re showing up in the wrong places.

Who Are Your Customers, Really?

If you want your marketing to work, you have to get crystal clear on who your ideal customer is—and where they spend time.

Start with two key questions:

1. How old is your average client?

2. What gender are they most likely to be?

Once you know that, here’s a quick guide:

📘 Facebook

• Best for: 30–65+ age group

• Why: They’re not just scrolling—they’re buying.

• Use for: Local services, family-focused businesses, business-to-consumer (B2C), community events.

• Post ideas: Testimonials, before-and-afters, direct call-to-actions, ads with lead forms.

📸 Instagram

• Best for: 25–45-year-olds, mostly female audience

• Why: Great for lifestyle brands, visuals, and emotional storytelling.

• Use for: Health, fashion, food, beauty, coaching, and services with a visual edge.

• Post ideas: Reels, stories, behind-the-scenes, transformation photos.

🧵 Threads & X (formerly Twitter)

• Best for: 25–50s, mostly male-skewed or professional audiences

• Why: Instant reactions, trending topics, direct voice.

• Use for: Opinion-led brands, news, thought leadership, tech and media.

• Post ideas: Hot takes, quick wins, value bombs, thought pieces.

🎵 TikTok

• Best for: 16–30-year-olds

• Why: Entertainment-first. Visual, fast, fun—and addictive.

• Use for: Products, influencers, fun brands, education, shock-value content.

• Post ideas: Challenges, tutorials, customer reactions, storytelling.

You Can’t Be Everywhere—So Be Where It Matters

Here’s how to respond intentionally:

1. Pick 1–2 platforms where your audience actually spends time.

2. Post regularly—even if it’s just 3–4 times per week.

3. Run small, targeted ads. Choose your ideal audience by age, gender, location, or interest. You don’t need a big budget—just sharp targeting.

4. Speak their language. A Facebook post for a 50-year-old mum is not the same as an Instagram story for a 28-year-old personal trainer.

Final Thought

It’s not about being everywhere.
It’s about being relevant where it counts.

So, ask yourself today:

Where is your ideal customer scrolling, reading, and clicking?
And once you know that—
Are you showing up there consistently with posts, offers, and ads they care about?

Don’t waste time shouting into the wrong crowd.
Instead, speak directly to the people who already want what you’ve got.

💬 Want help identifying your audience and building a simple, platform-specific content plan?
Let’s chat. Message me today.