Google is our online tool to market to the world.”Rhett Bain
When Rhett Bain, a military veteran, was laid off from his construction job, he needed a way to support his budding family. A lifelong fishing enthusiast, Rhett accepted a job at a popular guest ranch in Moose, Wyoming, where he worked as a freshwater trout guide. In 2002, he founded his own business, Reel Deal Anglers, in Jackson Hole. The company offered niche experiences like private-water and ranch fishing to like-minded sportsman. Even though his focus was specific, Rhett was up against some well-funded competitors, and he knew he had to do more to stand out. “We were using print ads to get our name out, but we also saw that the internet was taking off,” he said. Rhett started exploring different ways to go digital, but he had a hard time navigating the intricacies of the web. “In the beginning, I used to pay 30 or so different sites for advertisements, and most of them were a waste of time, effort, and money,” said Rhett. So, in 2011, he started using Google tools to grow Reel Deal Anglers’ online presence and to better attract both local and international clients.
Ever since Rhett set up a Google My Business account for his business, Reel Deal Anglers has been noticed by fishing enthusiasts all around the world. “Being readily visible on search is important for us because, when people are looking for something online, they go to Google,” said Rhett, who also uses Google My Business to showcase his stellar customer reviews. Google Ads helps Rhett ensure that he reaches even more adventurers, whereas Google Analytics gives him a better understanding of his clients.
Today, digital makes up 100% of Reel Deal Anglers’ advertising budget. The company books more than 500 trips annually and has doubled its net profit in the last year alone. Google Ads has contributed to 10-15% of its growth so far, and the return on investment continues to grow. “Google has rewarded us with our reviews and our online presence. It’s like my sales guy is out there all over the world,” said Rhett. As his business continues to thrive, Rhett remains committed to paying his success forward. “I’m a veteran, so I do a lot of work with various veteran charities,” said Rhett. He regularly donates to local therapeutic horseback-riding centers and rehabilitation facilities. Over the next few years, Rhett hopes to strengthen his business’ presence in other Wyoming markets. “Google tools let us market all over,” said Rhett, “so that’s what we’re going to continue doing.”