It’s good advice from Andy (to pick a niche) above. We did this but took a slightly different approach to fund growth (we bootstrapped and funded the business via sales and invested in growth as revenues allowed ie no investors needed at all).
We were in a similar situation where our product could be applied to many use cases globally. We also had zero budget (investment) to grow so picked multiple narrow niches based on where we could compete and get found in Google search engine pages. It wasn’t just about who we could compete with, but more a case of where there was high Google search volume but low competition for ranking in the Google results pages.
For example, use the right tools (e.g. http://www.moz.com is one) to check for search volumes for relevant (problem and solutions based) terms to your product and check their ranking competitiveness globally (not just in your location). You may find that the search term “intelligent road sensors” has lots of people searching for it, but the content that is ranking for the result is poor and your ability to “compete” online with useful content for those searchers is high. Whereas the term “Intelligent Aviation sensors” has fewer people searching and lots of high-quality content already in the results so it will be too hard for you to compete with useful content to rank (particularly as a newer website with less trust from Google).
NB) The above is a theoretical example, and I haven’t actually checked these terms, You’d need to do this yourself.
Using this sort of approach you may be able to create useful online content for the search terms you can compete for. For example, a “long tail term” for you could be “how to use intelligent sensors to detect flash floods”. This term could have moderate search volume but very little competition (aka useful content) for ranking. Leads that come from a search term like this mean qualified, motivated global buyers find your business and fill out an enquiry form.. hence a much higher and cheaper conversion to sale.
NB) some of this advice flys in the face of more traditional advice. Advice such as “strategically” focusing on your best product features versus your competitors when you pick your niches. Of course, this is relevant but with the inhouse development capability you have, you can afford to be more agile and iterate and develop your product based on the type of leads you can easily get. Then iterate to your dominant niches over time.
Some people may also say that you need to pick your niche and “burn the ships” https://en.wikipedia.org/wiki/Point_of_no_return, I.e. once you have decided on your niche, you need to eliminate all other activity. We didn’t take this approach! We just optimised our online content strategy for the areas where we thought we could win and then iterated and evolved our product and approach based on who found us in search and enquired about our product. It’s less “top-down strategic”, and more market-led, iterative and agile.
I hope this makes sense, it can be a bit confusing when you first come across digital marketing approaches to entrepreneurial business growth. However, a useful (slightly old but still relevant) beginners guide is here to get you started.
NB) I keep posting the link to this Rand Fiskin video. I don’t have any affiliation I just think its really helpful beginners guide with no overt agenda to sell you on a particular product or agency.
If you Google the term “B2B Content Marketing” this should provide some useful ideas regarding the type of content approaches you can take.
Hope this helps,