Find Your Audience Where They Actually Are

Marketing isn’t a one-size-fits-all situation. If you’re trying to sell luxury yachts to college students, you’ve missed the point entirely.

Knowing where your audience hangs out—whether online, offline, or somewhere in between—is step one, and dare I say, the most important, of an effective marketing strategy. Yet many businesses waste energy on trendy platforms or outdated strategies, assuming they’ll work. Spoiler: they won’t.

Sometimes, your dream customer isn’t scrolling—they’re out in the real world. The best way to reach them? Offline opportunities like local events, direct mail, or good old-fashioned networking. Let’s break it down by generation, industry, and creative strategies to help you build connections that last.

The Generational Breakdown

Gen Z: The TikTok Superstars

If your target audience is Gen Z, yes, TikTok and Snapchat might be your bread and butter. They’re scrolling at lightning speed, looking for content that entertains, educates, or just plain shocks them.

But here’s the kicker: Gen Z isn’t just on TikTok to buy things. They’re building communities, soaking up trends, and finding out what’s cool—but buying? That’s another story.

If you’re in e-commerce or beauty products, have at it. But if you’re a local landscaping company or real estate agent, you might get better traction by attending school career fairs or sponsoring local sports teams.

Millennials: The Instagram Influencers

Ah yes, Millennials. We at Gritty Gal are proud 80s babies—thriving on Google, Instagram, and even ChatGPT. And millennials, also known as Generation Y (born between 1981 and 1996), now make up the largest generation in the United States.

Millennials crave polished content, authenticity, and causes they can feel good about. If you’re in wellness, travel, or personal finance, Instagram and Facebook are where you need to be. According to Digital Media Ninja, 87% of millennials use Facebook at least once a week, with Instagram close behind at 71%. Translation? These platforms are prime real estate for connecting with this savvy generation

Yes, Millennials are online pros, but they still love a good old-fashioned email—bonus points if there’s a discount. Mix in Yelp or local events to seal the deal with this trust-building generation.

And let’s be real—we’re not making any decisions without reviews from Google and those Facebook mom groups Side note: if you’re not familiar with those groups, let me tell you, they’re basically a secret society that rules the purchasing power of each town.

Why is this? Well, recommendations from Facebook groups are marketing gold because they’re packed with social proof. When people see suggestions from others they relate to, it builds trust instantly. It’s the classic 'know, like, and trust' factor in action—people want to buy from others who feel like friends, even online. If someone in your circle—or a circle you vibe with—raves about a product or service, you’re way more likely to believe it’s worth trying. Facebook groups tap into that shared experience, making recommendations feel personal and authentic.

Gen X: The Facebook Die-Hards

Listen, Gen X (those born between 1960-1980), gets overlooked all the time, but they’re out there, and they’ve got buying power.

Facebook is their stomping ground. They’re swapping recipes, joining local community groups, and keeping up with family. If your business involves home improvement, financial planning, or luxury goods, Facebook ads and group engagement are must-haves. Just don’t bring half-baked content—this generation knows quality and won’t waste their time on anything less.

Boomers: The Email Enthusiasts

Boomers are still rocking their AOL accounts, and you better believe they’re checking their email religiously. They’re also flipping through direct mail and taking note of billboards. Social media? Eh, maybe some Facebook, but they’re not there to shop.

If your business caters to this demographic—think healthcare, retirement planning, or travel—you’ll see better ROI with email marketing, newsletters, and even good ol’-fashioned print advertising.

Industry Matters, Too

Knowing your audience’s generation is great, but don’t stop there. The type of industry you’re in should guide your approach just as much.

B2C (Business-to-Consumer) Retail: Social media works if your products are visually appealing. Think Instagram or Pinterest for Millennials and TikTok for Gen Z. But if you’re selling ergonomic office chairs to Gen X, you’ll want to focus on Facebook ads and Amazon.
B2B (Business-to-Business) Services: Nobody’s shopping for CRM software on Instagram. LinkedIn is your best friend here, no matter the generation. Professionals are looking for thought leadership and solutions to their pain points, not memes.
Local Services: If you’re running a plumbing or HVAC business, forget TikTok. Your bread and butter will be Google My Business, local SEO, and maybe a well-placed Facebook ad targeting homeowners in your area.

How Gritty Gal Marketing Adapts to the Audience

At Gritty Gal, we like to call ourselves “middle-age marketers.” That means you’ll never find us doing a TikTok dance. Why? Because that’s not where our audience lives. We’re here to support small to medium-sized businesses, most of whom are run by people who barely have time to post on Facebook, let alone figure out how to go viral. Our focus is on meeting our clients where they are—whether that’s through email, networking events, SEO, or platforms that actually make sense for their industry and audience.

How to Find Your Audience

So how do you figure out where your audience is? Here are a few quick tips:

Ask Them: Send out surveys, or if you’re feeling fancy, use focus groups. Find out where they spend their time online (or offline).
Check Analytics: Your website’s Google Analytics can tell you a lot about where your traffic comes from. Is it social media? Organic search? Referrals? Follow the breadcrumbs.
Research Your Industry: What platforms are other successful businesses in your niche using? This isn’t about copying—it’s about learning.
Experiment: Test different platforms and see what sticks. Just don’t try to master all of them at once. Pick two, max, and go from there.

The Bottom Line

Marketing isn’t about being everywhere all at once. It’s about being in the right place at the right time. So, stop spreading yourself thin chasing trends and start focusing on where your audience actually is.

At Gritty Gal, we’re here to help you figure that out—without a single TikTok dance in sight. Promise.