I would like to add my 2 cents to all the good advice above.
Finding a good hosting company is like finding a good spouse. You have to make several attempts, some of which will be one night stands (inevitably), some may grow to long-term relationships and only one will be your best bet - your lifetime commitment, the one you will raise your children with. Some people can marry several times during their life, of course - in hosting it means using several providers to keep the eggs in different baskets - yet eventually they will choose the best company for them.
I think the same goes here. Everybody have their own stories of finding their perfect match and no advice from strangers can help in this case. Every client tries several providers before finding the best one FOR THEM. You cannot compete with HostGator for attention - their promo videos are all over the internet and Youtube - yet you can provide your clients with the best service and utmost attention, so they feel they are cared about and their partnership is valuable to you.
In that case your clients will recommend your service if asked - and word of mouth is much more valuable and credible than the brightest promotional campaign...
p.s. I don't say you don't need promotional campaigns...I say you should concentrate on existing clients' requests first and seek for new clients second. They will come.. it's your job to make them stay.