The consultant thing is usually a matter of budget. Hiring someone is the personal budget that has had an increase of just enough so everyone does not flee and zero real room for a new head. Yet a consulting budget is from a 'different bucket' and can usually scale up and down quickly. Those are taxed at different rates and depending on their accountants how it will work out.
For your last Q I would say a lot of the same points still matter. They are going to want someone 'local'. Someone who can come in on a moments notice when they are in the thick of it. Also keep in mind a business is not programming. I would suspect what you are really asking is 'how do I sell things'. That is a much different topic. But targeted advertising, cold calling, trade shows, emails to former and clients and colleagues. It may be worth looking into hiring an advertisement firm for some small ideas. Do what you want your customer to do and hire an expert. If you do not have the cash for that you are going to have to do it yourself. Your personal network is probably your best bet for starting to grow your business network. My dad a former insurance salesman spent a lot of time in bars selling and meeting people. They had hundreds of hours of training they took to be any good at it. It may even be worth getting a short part time job as a salesman to get the idea of what to do. Think of it as just as there are jr devs you are jr salesman. But keep in mind, there are several types of sales. Those that sell themselves (they were already going to buy it, it is just from who that matters). Those where you need to work the sale. This is the harder type. You have to basically sell yourself to them. This is either showing them they have an existing need that is not being fed, or faking it by 'creating' a need they did not know they had. Another way is to associate yourself to one of the consultant groups out there. They take a cut but can help with lead generation.
For your last Q I would say a lot of the same points still matter. They are going to want someone 'local'. Someone who can come in on a moments notice when they are in the thick of it. Also keep in mind a business is not programming. I would suspect what you are really asking is 'how do I sell things'. That is a much different topic. But targeted advertising, cold calling, trade shows, emails to former and clients and colleagues. It may be worth looking into hiring an advertisement firm for some small ideas. Do what you want your customer to do and hire an expert. If you do not have the cash for that you are going to have to do it yourself. Your personal network is probably your best bet for starting to grow your business network. My dad a former insurance salesman spent a lot of time in bars selling and meeting people. They had hundreds of hours of training they took to be any good at it. It may even be worth getting a short part time job as a salesman to get the idea of what to do. Think of it as just as there are jr devs you are jr salesman. But keep in mind, there are several types of sales. Those that sell themselves (they were already going to buy it, it is just from who that matters). Those where you need to work the sale. This is the harder type. You have to basically sell yourself to them. This is either showing them they have an existing need that is not being fed, or faking it by 'creating' a need they did not know they had. Another way is to associate yourself to one of the consultant groups out there. They take a cut but can help with lead generation.