> It’s tough to find good ways to get in front of the people who aren’t looking! It feels like that way lies a lot of broad/expensive advertising.

What unrelated (to your solution) place are your potential customers looking for solutions to other problems they have, for whatever reason? Or at least a segment of them? Then figure out how to be of interest based on that motivation, in a way that lets you also naturally introduce your product - directly, or maybe better, seemingly incidentally.

Just throwing out a possible approach.