Targeting is a major component of all aspects of marketing. To be effective in your target objectives you need to identify your buyer and their persona. If you are just marketing to anybody then your success rate isn’t going to be terribly high!

Your message has to offer something of value to them before they’ll even stop to look at it. It needs to fulfill a need or desire hopefully particularly at that moment in time. Hopefully you can offer them an option to alleviate a problem. You need to ensure your message and the value you're providing is as relevant to your audience as possible.
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So how to you get started on ensuring you are reaching the right target market with the right message? 

Firstly you need to create a detailed picture of your target audience and you can do this by building up a persona of that buyer. Do this by segmenting by demographics, identify their needs and then develop a profile based on the data you have obtained.  Once you have created these personas for your buyers then you can work out what each one is looking for and how you can provide value to that specific persona. 

Split your target audience appropriately to enable you to target your content more closely and make your message relevant to every individual lead. 
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Spending time at the beginning and ensuring you are offering something your target audience is after will save you time later and ensure a greater degree of success in your marketing efforts.