To market to the 'right audience' we must first define who is our desired demographic to approach with our service/product offering. It would be wise to consider every aspect of your 'ideal customer' including: gender, age range, education level, income level, marital status, home ownership, etc. The more specific you can be the greater ability you will have to convert those individuals who are looking for your offering. The day and age of the 'spray and pray' method of marketing is gone by in large. You could consider utilizing services such as google adwords, facebook, youtube, instagram, etc. to take full advantage of their algorithms which permit you to laser focus your aim on those people who are searching for your product or service. This will help you to avoid wasting time and money on giving impressions of your offering to consumers who are not interested in it.

Best of luck!