Let me ask why you feel your sphere of database migration is not very broad?
As it appears from your statement, your product allows migration from any dbase to any dbase which means there's no limitation.
Marketing strategy to a larger extent is essentially focussed to highlight the strong features of product and offer value proposition to the customer.
For you to a build successful marketing strategy it's vital to understand the competencies of your product, understand what your potential customers really want, highlight your strengths to your customers in the best-fit manner. You need to answer key questions like why my product is needed? by whom is it needed? what value proposition I am offering to my customers? does my product have any limitations?
Once you answer questions such questions you can always use methods like SEO (Search Engine optimization), Direct e-mailers, Whitepapers & Case studies etc. I know a "Business model builder" software application and its only marketed via blogs. Their approach is to engage with target audience, start a conversation answer questions from your prospective blogs.
Way to go Ispirer..
Our company is making a very unique product, which allows migration of any types of databases to any types of databases. So, our sphere of database migration is not very broad, and that is why it is difficult to have an effective marketing strategy in order to attract new customers and to have new customers. We've already launched Google AdWords Campaign, but we feel that it is not enough. Can you help me to find any additional effective marketing channels in order to promote our product effectively?
Daksh is absolutely right.
You need to ask yourself why people want to move from one database to another.
Then ask what else they need to make that move and where would they go to get that. Then get in front of them there.
Maybe there's some kind of situation or problem that prompts them to move. What else are they likely to do (what kind of research will they do, what other types of products will they look at, where will they go to try to solve the problem)? Can you get in front of them there?
Who will they go to for help or advice? Can you find those people and tell them about your product so they refer prospects to you?
Ironically, the broader a product's reach ("any database to any database") the harder it is to market. Show me a product that can be used by exactly 17 companies in the world and I will show you a product that is easy to market.
I learned this the hard way. My company sold a product that was cross-industry, and frankly could have been used by any company with a mainframe (any of the 10,000 or so largest companies in the world). We marketed to "everybody." I realized much later that it would have been better to have been the best possible product for some of our core markets: banks, municipal governments, retailers. (The enlightenment came from "Crossing the Chasm" -- which I highly recommend.)
Is it possible to focus? Your customers so far: is there any pattern to them? Financial institutions? Software companies? Retailer? Could you try focusing on those customers? It sounds silly, giving up on millions of potential customers to focus on thousands, but at this point, you'd probably be happy with thousands of sales. Use those sales to leverage your way to another market of thousands, and then another.
Charles is absolutely right, I second that.
We were marketing our product to "everyone" but it was a no-go for us. And now, we've done something to make it more focused to just a small amount of people, and our sales has been increased a lot.