Why Marketing Isn’t Working for your Business

Written By Hana Te Puni

And How to Fix It with Better Targeting

You’ve got the logo. You’ve got the product. You’re posting on social media every other day. So why does it still feel like no one’s paying attention?

Here’s the truth:
Most marketing doesn’t fail because it’s bad — it fails because it’s talking to the wrong people.

Let’s break down why that happens and how to fix it, step-by-step.

 

  1. You’re Talking to “Everyone” (and Reaching No One)

When you say “Our product is for everyone”, that usually means it’s connecting with no one. The internet is loud. People scroll fast. If your message doesn’t instantly feel like it’s for them, they’ll scroll right past.

Example:
A café posting “Come try our new menu” is generic. But “Hey Busy parents! Grab your flat white and a five minute breather before school pickup” speaks directly to a real person’s moment.

👉 Your fix: Define your audience clearly.
Who are your best customers? Where do they live? What do they value? What frustrates them?
You don’t need 10,000 followers — you need 100 loyal ones who get you.

2. You’re Guessing Instead of Using Data

Here’s where targeting gets smart and not spammy.

If you’ve ever boosted a post “to everyone in New Zealand”, you’re throwing your money into the wind.

Platforms like Facebook, Instagram, and Google have powerful audience tools. You can target:

  • People who already engaged with your posts

  • Website visitors who didn’t buy

  • Lookalike audiences based on your best customers

  • Specific demographics (location, age, interests)

These tools aren’t just for big corporations they’re what helps small businesses spend smarter.

👉 Your fix: Check your analytics.
See who’s engaging, where they’re from, and what content they respond to. Then double down on that group.

3. You’re Selling, Not Solving

If every post is a sales pitch, people tune out.
Marketing works best when you solve problems before you sell products.

Think about what your customer is actually trying to achieve.

  • A plumber doesn’t sell “pipe fittings” — they sell peace of mind when your sink bursts at 10 pm.

  • A gym doesn’t sell “memberships” — they sell confidence, energy, and community.

👉 Your fix: Reframe your message around results, not products.
“Need more clients?” becomes “We’ll help you get the right eyes on your business — not just more likes.”

4. You’re Ignoring the Customer Journey

Most people don’t buy the first time they see your ad.
They scroll, check reviews, compare prices, stalk your socials — then maybe they buy.

If your marketing doesn’t follow up, you’re losing potential sales every day.

👉 Your fix: Create a simple journey:

  1. Awareness (reach new people)

  2. Engagement (build trust)

  3. Conversion (offer or sale)

  4. Retargeting (remind them again later)

This is where retargeting ads and email marketing shine — they keep your brand top of mind until customers are ready.

5. You’re Not Reviewing What Works (and What Doesn’t)

You can’t improve what you don’t measure.
Many businesses run ads or post content, then never look back to see what worked.

👉 Your fix: Once a week, take 10 minutes to check:

  • Which posts had the best engagement?

  • Which ads brought real clicks or enquiries?

  • Which audiences responded best?

That’s your roadmap for next week’s content.

💡 The Bottom Line

Marketing isn’t about shouting louder.

It’s about speaking to the right people, in the right way, at the right time. Better targeting saves money, grows loyalty, and turns browsers into buyers.

Hana Te Puni