Long time freelancer here (decades). I've gotten 99% of my contracts through word-of-mouth. You will get better long-term results than simply grinding through job boards (which you should still do--you never know). You will want to do two things:
1) Cultivate your existing network. Just the other day I reconnected with a friend I haven't seen in several decades. Guess what? He just so happened to be a software dev, and needed another dev to help him with a project. This is just one of many, many stories I have. Call or email people to see how they're doing. Even better, meet up with them for coffee or a meal. This doesn't have to be mercenary; you're probably already doing those things. But start reaching deeper into your network.
2) Build your your network by meeting others in your field and/or potential customers in person (e.g. at user groups, meetups, tech talks, etc.). Talk about what you do and love to do. Presumably that involves your skills that you want to get work in.
Finally, be consistent and reliable and communicate clearly.
As for selling yourself when you're more of a generalist, I wouldn't worry too much about this yet. The key will be when you're presented with a job opportunity that leans in one direction (e.g. 90% dev, 10% management), and you'll have to decide how far you're willing to bend to fit it. But right now you're just getting the word out.
1) Cultivate your existing network. Just the other day I reconnected with a friend I haven't seen in several decades. Guess what? He just so happened to be a software dev, and needed another dev to help him with a project. This is just one of many, many stories I have. Call or email people to see how they're doing. Even better, meet up with them for coffee or a meal. This doesn't have to be mercenary; you're probably already doing those things. But start reaching deeper into your network.
2) Build your your network by meeting others in your field and/or potential customers in person (e.g. at user groups, meetups, tech talks, etc.). Talk about what you do and love to do. Presumably that involves your skills that you want to get work in.
Finally, be consistent and reliable and communicate clearly.
As for selling yourself when you're more of a generalist, I wouldn't worry too much about this yet. The key will be when you're presented with a job opportunity that leans in one direction (e.g. 90% dev, 10% management), and you'll have to decide how far you're willing to bend to fit it. But right now you're just getting the word out.