Most companies do many things to attract attention, then fill a customer need. Sadly, that puts them on an eternal treadmill. Unless you work first to establish a strong bond with the people you want to serve, everything else is just flailing around.
Your company must be built out of interaction with customers. You know what they can become. They know whether or not what you provide is helping. Neither of you can ever really know what the other sees, so you have to communicate regularly. And as the provider, your company must be open to whatever communication channel works for your market.