First, set up a blog that doles out fly-fishing advice. "As an instructional blog, it has a clear focus," Ellis says. "Creating a clear, precise blog is a great way to target customers. Remember it's not the quantity of visitors you want, it's the quality. Five strong customers are better then 100 5-second visits."
Lastly, host a fly-fishing photo contest on Flickr. "Ask for photographs of favorite fly-fishing spots. Then, give away free instructions to the best entries," he says.