Step one is to decide who you want to be. What's your focus? What value do you bring to soft baits that no one else can bring? How are you different from your competition? Do you make the best crawfish baits in the world? Do you have the widest range of saltwater baits? Are your hand pours so beautiful they should be in the Louvre? Getting your name out there won't be worth much if your customers don't associate it with anything. You have to determine what your core benefit is, then pursue it with relentless focus. Doing so will guide nearly every decision you make, from product mix to pricing to marketing tactics.
The standard marketing tools for our trade are pretty self-evident; enthusiast sites like this one, trade pubs, shows, events (tournaments, etc), social media. Nail down what makes you unique, then go from there.