Then it's up to you to identify the problem - what is it that drives them away, and what can you do to mend the situation? Here's a good example, Universum, a Stockholm-based company, had difficulties reaching out and engaging with their non-academic audience. With the use of the right social media analytics, the company has managed to identify a problem and adapt their content to pique the audience's interest. Therefore, the problem could simply be in your approach.
Market to audiences, not people
Personalization allows you to target specific individuals with customized offers and lead them to make a purchasing decision. However, too much personalization can show consumers that you've gathered a bit too much information on them. Also, too little personalization, and your offer will feel the same as any other. But in truth, individual personalization isn't always as effective as entrepreneurs tend to believe.
First of all, it would cost too much to tailor personalized messages to each individual customer in your audience. Second, you need too much data and time to identify each individual's preferences and dislikes. That's why marketing to audiences is much more effective. The main reason is that once you identify common interests and preferences in your audience, you can leverage that to tailor messages and promotions to everyone in your focus group.
Broadening your audience doesn't mean you have to do it alone, especially if you don't have the right idea or you lack the funds to properly implement one. A good way to extend your reach would be to establish a partnership or simply team up with someone from similar niches and leverage each other's audiences to expand both of them. For instance, let's say you're in the business of selling nail polish, while your partner from a similar niche sells makeup. Both niches have women as their target audience in general, but aren't competitors in any way.
You can collaborate and organize a beauty event which would bring both audiences into a shared event space. That way, you'll be helping each other out by recommending a similar business to your audiences, who share the common interest in beauty products. If you recommend to customers that like your nail polish a business that sells makeup, and vice versa, you're basically expanding each other's consumer base.
Content, content, content
Content is king in the marketing world because it offers something of value to the customers, such as education, entertainment or simply information. A familiar cliché when establishing relationships with customers is: "You get what you give". Simply put, you must provide value to customers to get engagement and loyalty in return, and content is the best way to achieve that. However, the content you provide must be relevant to your audience to produce the best results.
Let's go back to the Universum example. In order to reach their non-academic audience, the company launched a "Millennial project" that consisted of six-part eBook series accompanied by other content. The research addressed the issue of millennial concerns about career, retirement, work-life balance and so on. By addressing an important issue, Universum managed to get the uncooperative part of their audience aboard. The point being that, by adapting your content to different needs, you’ll be able to reach a broader audience and expand your consumer base.