At this year’s Visit Mountaineer Country CVB Tourism Summit, BlaineTurner Advertising President & CEO, Sarah Rogers, MBA, took the stage to equip the region’s tourism professionals with social media strategies designed to turn casual scrollers into curious visitors—and loyal fans.
Sarah’s presentation wasn’t just a download of digital tactics; it was a rally cry for connection. With years of experience helping brands grow awareness and engagement in saturated spaces, she brought practical, scalable strategies tailored to the unique needs of local tourism leaders.
Meeting Audiences Where They Are
Today’s travelers are driven by digital influences and shaped by social media. Sarah emphasized the importance of meeting audiences where they scroll—whether that’s on TikTok, Instagram Reels, Facebook Stories, or YouTube Shorts. She shared how different content types serve distinct goals, ranging from short-form video to behind-the-scenes moments, each aligning with specific audience segments, such as event-goers, families, or repeat visitors.
“Don’t chase every trend—chase what fits your story,” Sarah noted, encouraging attendees to prioritize authenticity over virality.
Tools for Small Teams, Big Impact
Tourism professionals often wear many hats. That’s why Sarah introduced a suite of free, user-friendly tools to help create compelling content without overwhelming bandwidth. She also covered platform-specific posting tips and the importance of staying consistent, even if that means posting just twice a week.
A standout takeaway? Build your content calendar around key categories, such as People, Places, Events, Reviews, and Fun Facts. This approach not only fuels engagement but also makes content planning more manageable.
From Data to Direction
Finally, Sarah reminded attendees that success isn’t about likes—it’s about learning. Regularly reviewing engagement and traffic metrics through tools like Google Analytics helps refine what works and evolve what doesn’t.
As she closed her session, Sarah left the room with a checklist, not of to-dos, but of opportunities. From understanding your audience to writing stronger captions and leveraging trends, it’s all about working smarter, not harder.
At BlaineTurner Advertising, we believe in empowering organizations to tell their story clearly, creatively, and confidently. Sarah’s session at the Tourism Summit was a reflection of that mission—and a reminder that meaningful marketing doesn’t start with content. It starts with connection.