Struggling with low engagement and missed conversions? You might be targeting the wrong audience; here’s how to spot the signs and fix them.

If your ads, social media posts, or emails aren’t getting the traction you expect, chances are you’re talking to the wrong people.

Sometimes, this might not even be your fault, especially in cases where you’re working for a client who has no idea who their ideal customers are, so you’re left guessing or trusting AI to figure it out for you. 

But then AI isn’t perfect. It can give you data, but it can’t truly understand human behaviour. And when it gets it wrong (which happens more often than you’d think), you end up wasting money, time, and effort on the wrong crowd.

So, if AI isn’t the magic fix, how do you make sure you’re reaching the right audience?

Let’s talk about the five biggest signs that you’re targeting the wrong audience and, more importantly, how to fix it.

5 Signs That You’re Targeting the Wrong Audience

1. Your Engagement Rates Are Embarrassingly Low

You spend hours creating great content but no one seems to care. Instead, your posts barely get likes, your emails are gathering dust in inboxes and your website traffic remains stagnant.

If this sounds familiar, the simple reason why your content might not be connecting is that it doesn’t align with what your audience truly cares about—their needs or pain points.

It could be that you’re using the wrong language, focusing on topics that don’t interest your audience, or posting on platforms they don’t use.

2. You’re Getting Traffic, But No Conversions

Sometimes there might not be an issue with your website visitors. People could be trooping in and out of your website, but then nobody is buying, signing up, or taking any meaningful action.

This might mean that your current audience may not need your product, or they’re not at the right stage of the buying journey.

It could also indicate that your messaging might be too broad or your offers aren’t compelling.

3. You’re Attracting the Wrong Leads

In other cases, you might keep getting enquiries from people who don’t fit your business.

They might not be able to afford your services, need something completely different, or just expect things that you don’t offer.

Remember that if your marketing isn’t clear about who you serve, you’ll attract all kinds of people, including the wrong ones.

4. Your Audience Doesn’t Recognise Their Problem

Some audiences do not know what they want and that’s fine. 

But then, if you constantly have to explain to the people who come your way why they need your product or service, there’s a good chance you’re talking to an audience that doesn’t even know they have a problem.

5. Your Brand Feels Out of Place

If your brand’s tone, style, or pricing doesn’t align with your audience’s expectations, you’re likely in the wrong space.

You’re either targeting a demographic that doesn’t match your brand identity or using a platform where your audience isn’t active.

How to Fix These Signs and Target the Right Audience

Now that we’ve identified the signs that you could be targeting the wrong audience, let’s get straight to fixing it.

Here are some tips to help you target the right audience:

1. Analyse Your Audience Insights

Before making any changes, take a deep dive into your data. 

Use Google Analytics, social media insights, and customer feedback to see who’s engaging with your content. 

Are they your ideal customers? If not, you need to shift your focus.

Look at demographics, interests, and behaviours. Pay attention to which content gets the most engagement and what kind of people interact with your brand. This will help you adjust your messaging to attract the right crowd.

2. Refine Your Buyer Personas

If you don’t know exactly who you’re trying to reach, you’ll struggle to create content that resonates. A well-defined buyer persona can change everything.

Identify your ideal customer’s age, location, income, pain points, and motivations. What are their biggest challenges? What kind of content do they consume? The more detailed you are, the better you can tailor your marketing.

3. Be Clear About Who You Serve

If your marketing speaks to everyone, it speaks to no one. Be specific about who your product or service is for, so you can attract the right people.

Use direct language in your website copy, social media bios, and ads. 

For example, instead of saying “We help businesses grow,” say “We help small e-commerce brands increase sales with targeted Facebook ads.” 

The clearer you are, the better your leads will be.

4. Educate Your Audience

If your audience doesn’t recognise their problem, it’s your job to show them. Instead of jumping straight to selling, start by educating them

Create blog posts, videos, and case studies that highlight the common struggles they face. 

Use storytelling to make the problem relatable, then position your product as the best solution. This way, when they realise they need help, your brand is top of mind.

5. Reevaluate Your Branding and Positioning

Your brand should feel like a natural fit for your audience. If there’s a disconnect, you need to realign your messaging, visuals, and tone.

Check if your brand’s voice, design, and pricing match your target audience’s expectations. 

For example, if you’re selling premium services, your branding should feel high-end. 

On the other hand, if you’re targeting young entrepreneurs, your messaging should be modern and relatable.

Final Thoughts

Targeting the wrong audience is a common marketing mistake but thankfully, it is fixable.

Start by:

• Fine-tuning your messaging
• Analysing data, and
• Refining your approach

That way, you can start attracting the right audience who actually need and want what you offer.

Doing this will help you have higher engagement, better conversions, and a brand that truly connects with its audience. 

There’s More Where That Came From 

See more tips to help you target the right audience for your Facebook ads below:

Facebook Lookalike Audiences: What Are They and How to Use Them?

How to Target a Rich Audience on Facebook

What Are Custom Audiences and How to Use Them in Facebook Ads?