Influencer Marketing for Outdoor Hospitality with Lauren DeHann
How to use the power of influencer marketing to elevate your brand and connect with the right campers
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Estimated time to read: 5 minutes
TL;DR:
Today’s post summarizes a conversation I had with Lauren DeHann, the founder of Nomadic Influence, a social media marketing agency specializing in influencer marketing and connecting creators with businesses.
Lauren is a full-time RVer who has worked with Sun Communities/Sun Outdoors (SUI), RVC Outdoor Destinations, and dozens of campgrounds across the United States.
Her insights into this market and opportunity provide valuable resources for connecting your campground and RV business with top influencers, boosting your brand visibility and engagement.
In the evolving landscape of outdoor hospitality, leveraging influencer marketing and social media has become an effective way for campgrounds to connect with their target audience.
Lauren's journey into influencer marketing began through her full-time RV lifestyle, where she noticed many campgrounds struggled to engage on social media. The shift to online spaces, especially after COVID-19, made it essential for campgrounds to connect with travelers who increasingly rely on influencers to discover their next destination.
Micro-influencers
Influencers (particularly micro-influencers with 1,000 to 10,000 followers) have cultivated trust within their communities. These smaller influencers are often more relatable and genuine to their followers, who view them as trusted sources. Unlike traditional advertising, micro-influencers provide authentic feedback that can resonate more deeply with potential guests.
Gone are the days when ONLY large influencers with many thousands, or even millions, of followers held sway over decisions. Micro-influencers offer authenticity and relatability, giving their audience intimate glimpses into their lives, including honest reviews of campgrounds. As Lauren explained, these influencers often work with smaller budgets, which allows them to provide more balanced reviews. This honesty fosters stronger connections with potential visitors.
For campground owners and operators, you don’t need a celebrity influencer to see results. Partnering with micro-influencers can generate significant returns by building trust and delivering content that speaks directly to your audience.
How to succeed with influencer marketing
The key to success in influencer marketing is creating a strong foundation for collaboration. This includes ensuring that your social media presence is active and optimized. When influencers post about your campground, their followers will likely visit your profile or website. That’s why it’s crucial to provide a clear path from the influencer's post to your campground’s site, with seamless links and easy navigation.
Once an influencer features your campground, their content can continue to drive interest long after the initial post. Lauren shared that some posts can go viral long after being first shared, especially if they align with seasonal trends or popular activities like fishing or hiking near your campground.
While influencer marketing may seem like a “moment in time” strategy, its effects can be long-lasting. By optimizing your social media profile and ensuring that your campground is easily discoverable through hashtags, keywords, and engaging content, you can extend the reach of an influencer’s post. Lauren pointed out that even a single viral post can bring sustained attention over time.
In addition to influencer posts, consider using referral codes or trackable links to measure the success of these campaigns. Although tracking all the engagement from social media to your website is challenging, tools like Instagram’s collaboration feature and tracking clicks can provide valuable insights.
Take these steps:
For campgrounds new to influencer marketing, Lauren recommended taking the following steps:
Build a Strong Foundation: Ensure your campground’s social media profiles are complete and optimized. Your bio should clearly state your location and unique features. This improves search engine optimization (SEO) and makes finding your business easier for potential guests.
Start Posting Valuable Content: Don’t wait for influencers to market your campground. Post content that provides value to your audience—highlight your amenities, local attractions, and outdoor activities. Lauren noted that sometimes what’s around your campground is more important than what’s in it.
Engage with Your Community: Even if you’re not ready to work with influencers, you can still build relationships by engaging with potential guests online. Comment on RV travelers' posts, participate in campground-related conversations and build brand recognition. Over time, these interactions can lead to valuable word-of-mouth referrals.
Influencer marketing isn’t as intimidating as it may seem. Start small, partner with relatable micro-influencers, and focus on creating valuable, shareable content. By building a solid social media presence and engaging with your community, you’ll start to see the long-term benefits of influencer marketing for your campground.
If you’re unsure about how to get started, observe other campgrounds or reach out to influencers in your niche. Social media is a learning process—just take the first step, and you’ll improve over time.
To connect with Lauren and learn more about her services, visit her website at Nomadic Influence or email her at Lauren@nomadicinfluence.com.
That’s all for this week. Thank you so much for reading!
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