Marketing Tips from Daniel Hackett of Riverfly

Daniel Hackett is a fly fishing guide. He spends his days fishing in some of the world’s most beautiful wilderness regions. He is the co-author of In Season Tasmania: A Year of Fly Fishing Highlights. Daniel was the Australia-wide winner of the OM4Tourism Hidden Jewel Award, and markets his business online.

Glenn: Hi Daniel, how important is the web to your business and why?

Daniel: The web is vital to my business. Web and Email based marketing generates more than half of all my new business. Through these tools I can ’sell’ my product with little actual time or effort involved on my behalf. Secondly, by using these tools I am able to keep clients up to date with my products, which increases repeat business levels and brand recognition.

Glenn: How do you approach marketing your business on the web? What has worked best for you?

Daniel: Websites are great, but I believe that they need to have the added value of being a resource that potential clients can use, in this case for keeping up to date on fly fishing in Tasmania. Many of these users will eventually become clients in one form or another. Linked to the website an Email database is paramount to keep clients up to date with new products, offers, and prompting business.

Glenn: How do people find your website? What strategies do you want to employ to increase the number of visitors?

Daniel: I advertise in the leading Australasian fly fishing magazine, FlyLife, and sponsor their internet forum. This is as far as my very meagre marketing budget can stretch. With that said, I authored my first book in 2007, In Season Tasmania - A Year of Fly Fishing Highlights, and have been published or have featured in articles within Australian Traveller Magazine, Outer Edge Magazine, FlyLife Magazine, Tasmanian Fishing and Boating News and Tasmanian Sportsfisher Magazine. Just having my name out there increases brand recognition, and as a consequence, visits to my website.

Glenn: In your experience, what are the most important factors that help in converting an interested visitor into a client?

Daniel: Consistent contact by getting them onto an Email database mailing list. This should be made available as a service through your website.

Glenn: What do you rate as the most important factors to take into account for a business website?

Daniel: Clean appearance, no typos, great photos, clear message.

Glenn: Any other recommendations or comments for a business owner wanting to market effectively online?

Daniel: Get a website that you can maintain and update yourself. Publish professional quality photos, and get help with the text if this isn’t your forte!

We upgraded and redesigned Daniel’s Riverfly website as part of his Hidden Jewel award, including search engine optimization. Also check out Daniel’s book In Season Tasmania: A Year of Fly Fishing Highlights.

Tags: hidden jewel, interviews, riverfly
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