Summary: Traction

Book Presentation: Traction by Gabriel Weinberg and Justin Mares

This free tool generates more than 50,000+ qualified leads per month for Hubspot. More than three million sites have been through the Website Grader.

The other alternative is to employ a long-tail approach. Here you tie in with long and highly specific keywords which attract less searches individually but in the aggregate make up more than 70% of all searches.

DuckDuckGo bought a billboard outside Google's headquarters trumpeting it's privacy focus, it lead to national press stories in USA Today, Wired and others.

More realistically, you should try and get a simple viral loop working along these lines:
A new customer is exposed to your product and likes what you offer
That customer is incentivized to tell his or her friends and associates
Those potential users are exposed to your product and become users
You track both your viral coefficient (the number of additional users you get for each new user) and your viral cycle time and then progressively try new things.