Hi Bowerweb -
With a specific target audience which it seems is B2B - then I would aim to build brand awareness on social media platforms, develop detailed case stories as part of content marketing which targets the main keywords for SERPs together with guest postings/sponsored links on related sites if possible... In addition I would compile a list of companies whom would be ideal clients and make direct contact with enquiries re: RFQs, open bids etc... as well as examining/finding out about related industry events which the business can be promoted on.
Overall as this seems to be B2B then the biggest focus in my opinion will be on brand awareness and reputation - which will bolster the case when other businesses consider procurement and not so much to do with traffic... but it certainly helps if you can get this business ranking #1 for its primary keywords - so look at the competition, examine its backlinking,social media profiles and develop a strategy which will beat them with a road map plan covering the months to come...
Best of Luck,
Sid
