Find a niche. Establish your expertise / authority in that niche by writing about it, giving talks on it, consider things like a drip-email campaign.

Without a niche, you're competing with every other software development firm out there, and it's hard to differentiate. With a niche, you can establish your authority.

The niche can be a platform, particularly a new platform where it's easier to establish authority, or it can be solving a particular class of problem (e.g. customer on-boarding, A/B testing, migrating subversion to git, etc.).