CBIZ Sattler Adventure Sports Blog

Insights and tips on how to protect your adventure sports business, giving you and your guests peace of mind.

Ward, Hayden
/ Categories: BLOG Articles

How to Create a Strong Online Presence

Online Marketing Checklist for Outfitters and Guides

Social media provides an accessible platform for advertising and promoting your business to an extensive audience. However, many other adventure sports owners are thinking the exact same way and hopping on the bandwagon. So, how can you stand apart from the competition and attract more customers?

Follow these tips to increase your online presence and leverage social media marketing for your adventure sports business. 

1. Create an Efficient & Easy to Use Website

A strong and efficient website is integral for your business. When designing your company’s site, you want it to be user-friendly and visually appealing to your crowd. It should make you and your customers want to grab a paddle and jump right onto a raft or want to start packing the necessities for a hike.

One simple way to keep your website easy to maneuver is to use an  online booking software. If potential clients are on websites like TripAdvisor or Booking.com, they are going to be more encouraged to book their adventure with you when they see a “Book Now” button on your homepage. They don’t have to wait for your office to open and set a reminder to call. They can instantly finalize their trip plans without any hassle.

2. Social Media Accounts for your Business

Owners who want to expand their reach and increase trip bookings should establish separate social media profiles for the business, rather than using their personal Facebook, Instagram, or Twitter accounts. When you create a  separate social media  presence for your outfitter business, you’ll automatically look more professional, appealing to travelers who want to feel comfortable that they are working with an established business. 

Pro Tip: When creating a separate page for your business choose the "business account" option. This does not cost any extra money but it gives you a wealth of valuable information. For instance: the best times for you to be posting, insights about your audience and much more. Over time you will be able to better understand your followers and what they are interested in seeing.

3. Ask for Reviews

You've created a social media presence for your outfitter and guide business. Your following is growing and you're receiving engagement on your posts. Now how do you turn those followers into a scheduled booking? There's nothing more powerful than a peer-given review. One of the easiest ways to market your business actually involves getting satisfied customers to market it for you. Ask previous, satisfied guests to post reviews on your social media pages after their adventure. Those reviews will be visible to their friends and family, as well as anyone who visits your company’s social media pages. These reviews can also be hosted on your website.

4. Be Responsive and Interactive

When people have questions about any type of business, they are increasingly turning to social media and google for answers. When you use social media to market your business, try to interact with previous and potential customers by responding to comments and messages sent through the platform in an authentic and timely manner. Leave comments on other posts, give likes, ask questions, re-share, give shout-outs, etc. Giving your business a more human approach makes your company more relatable.

5. Tell a Visual Story

The most successful social media advertising campaigns are those that evoke feelings in viewers. When you’re able to successfully capture the feeling of participating in your adventure sport, you’ll likely have many inquiries and future bookings. 

Pro Tip: Share more than just visuals of your business itself. Share the experience that your guests receive through video or take your followers through a day-in-the-life as a guide. The goal is to post strong pieces that entice social media “scrollers” to go from a follower to a booked customer. 

A key to any successful adventure sports business is the people that make up the team. These are the people that make work not only fun but create memorable experiences for your customers. Make sure that your visual story-telling features these people. Highlight their backgrounds, their favorite part about their job, or even how they got into this sport. Anytime you can cultivate a connection between your business and a potential customer, you are building brand trust.

6. Encourage Customers to "Check-In" When They Check In

Your guests can also help spread the word on social media by posting about your business while they are on-site. Most people who use social media regularly post while they are on vacation, so consider asking guests to “check-in” or "tag" your business on their social media posts. Doing so can generate interest from their connections. Consider also creating a custom hashtag and encouraging customers to use it when posting about and sharing pictures from their adventure.

Pro Tip: Reward your guests and followers by reciprocating the engagement! Re-share, comment, like, engage with this guest-generated content not only for yourself but to show your customers that they are valued. You can even offer a small discount for checking in at your business’s location.

More Visibility Means More Bookings...and More Risk

Having a strong online presence could be the start of creating major success for you and your business. However, more bookings can mean more risk. It’s always best to have the correct policy on your side just in case something does happen. For more online marketing guidance,  download our How to Build an Online Presence checklist.

The unknown comes with the thrill-seeking adventure. Get the protection you need today. Request a free CBIZ Adventure Sport Insurance quote.

This blog may contain scenarios that are provided as examples only. In an actual claim situation, coverage is subject to the terms, conditions and exclusions of the policy issued. The information provided is general in nature and may be affected by changes in law or the interpretation of such laws. The reader is advised to contact a professional prior to taking any action based upon this information.

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800.615.8418 | adventuresports@cbiz.com

1504 8th Street | Lewiston, ID 83501  

Monday - Friday | 8:30 a.m. - 5 p.m. (PST)


CBIZ Sattler Adventure Sports Insurance, a division of CBIZ Insurance Services, Inc., is the largest insurer of adventure sports businesses in the United States. As part of an $850 million New York Stock Exchange traded company (CBZ), we developed a policy coverage to meet the needs for those in the recreation and outfitting industries. Our policy is underwritten by an A.M. Best Rated A++ (Superior) company.