By specializing. I develop mostly for mobile and also work on smart contract architecture/servers for early stage startups. I don't do any "content-marketing" on LinkedIn, but just reach out to early stage startups seeing if I can help them. In my experience leads are best generated when you have a previous experience that shows to the client that you can develop the architecture/application. Then, if you sit down in an hour or two and hash out what a basic MVP would look like for them, they're confident you can deliver the product because you can explain how it would work on a technical level. Of course, that architecture will most likely change/improve as the product moves along but as long as you can show an iterative and constantly improving approach that's what matters.
Having a niche is a really great path. That niche can be a specific framework you like, it gives you great visibility over other consultants and gives you a community to bootstrap your role in the market.
I think it's important to add, the reason for this is because greenfields work is much, much harder to get started with. Finding a client to trust you to build their entire platform from day one? Very hard sell. Being hired to do feature work and bugfixing in the existing platform is much easier. Having experienced hiring and selling here, I can say knowing someone specializes in the specific framework is an excellent signal over someone who doesn't (all things being equal). Remembering we are not hiring or selling full time employment so the requirements differ a bit.
Do you track down their email or just send a message on LinkedIn? How customized are the initial communications (e.g. common elements per type of work or type of company)?
I don't cold email/message strangers, though I have heard that can work. I just contact people I've worked with and ask them about opportunities. Only exception is I do reach out to YC startups.
