If you are looking to move up a bracket in your business (i.e., if you want to earn more during a given shoot), you need to devote some time to figuring out what makes you different from your competition. This is something Bambi Cantrell has done a nice job with. She was facing much the same problem you seem to be and determined that people are willing to pay more for a desirable product they can't find for less elsewhere.
Once you have figured out what that "secret sauce" is and can tell the story convincingly, you have to adopt a thick-skinned attitude when you raise your prices -- and raise them quite a bit. The attitude is sort of, "if this isn't in your budget, I understand, but you get what you pay for." Some people may blow you off as too expensive -- others will want to understand why you are better. Those are your target market. And their friends/family are as well.
Many, if not most, higher priced photographers have some spin or signature style. You may want to look at your favorite work to determine what yours is so you can explain it to prospects.
Several other points:
You'll want to hook into affinity promotions and/or groups. If there's a Mom's group, see how much of that business you can get. If you shoot a wedding, make sure all the single women in the bridal party are treated well and make darn sure the wedding planner and facility love you. Anybody from bakers to florists are your friends here.
Consider offering multi-day shoots for events like weddings. It's common to try to get as many weddings into a Saturday as you can and call it a week. But few people are at their best in the heat of the moment. Try to set up studio or location sessions you can control either before or after the event with the bride and groom.
Polish your image if you feel there is something missing but don't get carried away. A new web site ... a new lens ... hmmmmmmmmm...
Social media, if used well, can totally rock. You have to be interesting, post only images you have permission from your subjects to post, and say nice things about them. Ask them if you can tag them in Facebook posts. There's a potential to reach lots of people this way.
More than anything else, do what you do well -- if you like doing portraits, don't go out on an architectural shoot. If you prefer weddings to head shots, then do those. The more focused you can be, the easier your job is when you tell your story. It's not about making up a story; it's about encapsulating what's special about your talent into a short blurb with easy examples to prove you're the real deal. And... stop taking the low-paying gigs or you will always have negative cash flow.
Hope some of this info is useful.