Stop Throwing Money at the Wrong Ads: How to Find Your Right Audience

How to Find Your Right Audience

Have you ever felt like your marketing efforts are just… not connecting? You’re pouring time, energy, and money into your business, but it’s like shouting into the wind. You know you have a great product or service, but if you’re talking to the wrong people on the wrong platforms, it’s all for nothing.

Whether you’re a small business owner, a startup founder, or running an agency, the struggle to find the right audience is real. Knowing where your audience exists and understanding where to spend your marketing efforts can make all the difference. It’s not just about being heard—it’s about being heard by the right people who actually care.

And remember, patience is the name of the game. Overnight success and virality shouldn’t be the driving force for your efforts.

1. It’s About Being Where They Already Are:

If you’re targeting university students, chances are they’re not scrolling through Facebook all day. They’re on TikTok, Snapchat, or Instagram, where the content is short, engaging, and often unpolished. It’s where they go to be entertained, informed, and connected with friends. Spending on Facebook Ads is like trying to sell luxury cars in a rural town—it’s just not the right fit.

Similarly, if your business is B2B, you must have a strong LinkedIn presence. I learned this firsthand at the CEN-CAN Resource Expo in Thunder Bay 2024. It’s like Facebook for businesses. Professionals are there to network, learn, and discover new opportunities. If you’re not showing up on LinkedIn, you miss out on valuable connections and leads.

Key Takeaway: Be where your audience is, not where you think "they should be.

2. The Power of Community and Storytelling:

The key to building a brand is building a community, and that comes through storytelling. But even the best story will fall flat if told to the wrong audience. Think of it like throwing a party. You could have the best food, drinks, and music, but if you invite people who don’t care about any of that, it’s going to be a flop.

So, how do you find your audience? Start by experimenting on different platforms. Once you find where your story resonates, double down. This is your 80/20 rule: focus 80% of your energy on the 20% of platforms that give you the best results. Satisfy those genuine followers, and they’ll do the marketing for you by advocating and sharing your content.

I had a conversation with a friend recently about my SEO strategy, focusing on keywords related to Thunder Bay and Northwestern Ontario. He asked, “Oh, you just want to be restricted here? Don’t you want people from other cities to approach you? Don’t you want to go global?”

I responded, “Well, if I’m not appreciated in my own small town, why would a Toronto studio choose me over other existing creators?” For me, it’s about building a strong foundation locally before trying to extend my reach. If you can’t connect with your immediate community, it’s unlikely you’ll resonate with a broader audience.

3. Know How Each Platform Speaks:

It’s not just about being on the right platform; it’s about speaking the language of that platform. TikTok isn’t where people go to see polished content. They want behind-the-scenes (BTS) footage, raw moments, and real stories. It’s where you show the struggles and wins, not just the final product.

Instagram, on the other hand, is all about aesthetics and visuals. LinkedIn is for thought leadership and professional insights, while YouTube thrives on longer-form content where you can dive deep into a subject. Facebook is still effective for certain demographics, particularly those who appreciate a mix of content types—from videos to articles and community engagement.

Platform Breakdown:

• TikTok: Quick, relatable, and authentic. Ideal for trends, challenges, and behind-the-scenes content.

• Instagram: Highly visual. Perfect for polished photos, short reels, and stories that showcase lifestyle or products.

• LinkedIn: Professional. Focus on industry insights, case studies, and networking.

• YouTube: Educational or entertaining long-form content. Tutorials, vlogs, and deep dives work well here.

• Facebook: Versatile. Good for community building, event promotion, and content with broad appeal to various age groups.

4. Experiment, Learn, and Double Down:

Yes, you should experiment on all platforms offering free attention. But once you figure out where your audience cares about your message, double down. Post more frequently on those platforms, engage with your audience, and let them know you’re there to stay.

Think of it as planting seeds. You plant them everywhere, but as soon as one starts to sprout, you nurture it. That’s where your focus should be. It’s not about being everywhere; it’s about being in the right places with the right message.

5. Don’t Be Afraid to Fail:

Every platform has its quirks, and not every experiment will succeed. The key is to learn and adapt quickly. If a platform isn’t working for you, it’s okay to pull back and redirect your resources where they’ll have more impact.

Remember, it’s better to have a small, engaged audience than a large, indifferent one. When you focus on satisfying your core audience, they become your brand advocates. They share your story, push your content, and help you grow organically.

and

I’ve seen it happen: a YouTube ad pushed with a hefty budget did 30k views, but with no likes and no ROI. Meanwhile, an organic TikTok post reached 400k views, had great engagement, and delivered impressive ROI—all because we shared it where people were actually listening.

Conclusion:

In the end, it’s not about shouting the loudest; it’s about speaking to the right people. If you’re targeting university students, stop spending on Facebook ads. And if you’re B2B, get serious about LinkedIn. Focus your energy where it matters, speak the platform's language, and watch your community—and your business—grow.

Tiktok Analytics of the actual reel we posted

I’ve seen it firsthand: a YouTube ad pushed with a hefty budget did 30k views but gained no likes and zero ROI. Meanwhile, an organic TikTok post reached 400k plus views, received great engagement, and delivered impressive returns—all because we said it where people were listening. That’s the power of knowing your real audience and meeting them where they are.