Utah’s breathtaking landscapes, world-class ski resorts, and endless adventure options make it a magnet for outdoor enthusiasts. From hiking and climbing in Moab to skiing in Park City and paddleboarding on Bear Lake, the state’s outdoor recreation industry contributes billions to its economy. But as consumer behaviors shift more online, even the most rugged, nature-focused businesses must adapt.
This article explores how Utah’s outdoor industry—from gear shops and tour guides to resorts and outfitters—can thrive through strategic online marketing.
Understanding the Online Opportunity
More than ever, people plan their adventures through digital channels. According to Google, over 80% of travelers start their trip planning online. For Utah’s outdoor brands, this presents a golden opportunity to get in front of potential customers before they even set foot in the state.
Whether you’re targeting local adventurers or global tourists, online marketing helps businesses extend their reach, build trust, and turn clicks into bookings or sales.
Build a High-Performing Website
A fast, mobile-friendly, and visually compelling website is the foundation of all online marketing efforts. For the outdoor industry, visuals matter—a lot. Showcasing high-quality photos and videos of your activities, landscapes, or gear in action immediately draws in your target audience.
Your website should include:
- Clear calls-to-action (book a tour, shop now, contact us)
- Simple navigation
- SEO-optimized content that speaks to what your audience is searching for (e.g., “best snowshoe rentals in Salt Lake City”)
- Customer reviews or testimonials
Ensure your site loads quickly, especially on mobile, and provides an easy way for users to book or buy directly.
Leverage Local SEO
When someone searches for “rock climbing tours near Moab” or “Utah camping gear rentals,” you want to show up in those results. That’s where local SEO comes in.
Key local SEO strategies include:
- Claiming and optimizing your Google Business Profile
- Including Utah-specific keywords throughout your website
- Building local citations and backlinks from Utah-based directories and blogs
- Encouraging satisfied customers to leave reviews
Local SEO helps your business appear on Google Maps and in local search results, making it easier for nearby customers to find you.
Use Social Media to Showcase Experiences
Social media is a natural fit for the outdoor industry. Platforms like Instagram, TikTok, and YouTube allow you to show off real adventures, behind-the-scenes moments, and user-generated content.
Ideas for engaging social content:
- Short reels of tours or activities
- Before-and-after shots of hiking spots through the seasons
- Customer testimonials or action shots
- “Tips for Your First Utah Hike” style posts
By tagging locations, using relevant hashtags (#UtahAdventures, #ExploreUtah), and collaborating with local influencers, you can grow your reach organically.
Run Targeted Paid Ads
Paid advertising, especially on Google and Facebook/Instagram, can drive immediate traffic and conversions. You can target by demographics, location, interests, and even travel intent.
For example:
- A Moab tour company could target ads to users in major cities searching “national park trips”
- An outdoor gear store could retarget past visitors with promotions
- A ski resort could run early bird season pass deals to regional audiences
The key is to create visually compelling ads with strong offers and clear calls-to-action.
Invest in Content Marketing
Utah’s outdoor lovers are always researching. From the best trails to gear reviews and local events, there’s a huge demand for helpful content.
By blogging regularly or creating video content, your business can:
- Improve SEO
- Build authority and trust
- Capture long-term organic traffic
Great content ideas include:
- “Top 5 Beginner-Friendly Hikes Near Salt Lake City”
- “What to Pack for a Winter Trip to Zion National Park”
- “How to Choose the Right Gear for Utah’s Backcountry”
If you can answer the questions your customers are asking, you’ll stay top-of-mind and earn their trust before they’re ready to buy or book.
Email Marketing Still Works
Many Utah-based outdoor businesses overlook the power of email. But for those who capture leads—whether through bookings, newsletter signups, or contests—email remains one of the highest-ROI channels.
Use email marketing to:
- Share seasonal offers or new tours
- Send blog updates or gear guides
- Offer loyalty perks or insider tips
Personalization and segmentation can help tailor messages to specific customer interests (e.g., hiking gear vs. snow gear).
Collaborate with Other Outdoor Brands
Collaboration helps extend your online visibility and build credibility. Partner with non-competing outdoor businesses, influencers, local bloggers, or even tourism boards to co-create content, host giveaways, or share audiences.
Example partnerships:
- A gear brand teaming up with a Utah adventure photographer
- A yoga retreat center collaborating with a paddleboard rental business
- A local tourism blog featuring your company in their “Top Outdoor Experiences” post
These partnerships often lead to backlinks, social shares, and referral traffic that benefit your business long term.
Track, Test, and Optimize
Online marketing isn’t “set it and forget it.” Use tools like Google Analytics, social media insights, and email reports to track what’s working.
Ask questions like:
- Which blog posts are getting the most traffic?
- What ads are driving conversions?
- Where are users dropping off on your website?
By continuously testing new tactics and optimizing based on data, you’ll get better results over time.
Final Thoughts
Utah’s outdoor industry is rooted in real-world experiences, but thriving in today’s landscape requires an intentional digital presence. From web design and SEO to content and paid ads, online marketing helps local adventure brands connect with the right audience at the right time.
By embracing online strategies, Utah’s outdoor businesses can not only survive seasonal slowdowns—but build sustainable growth for the long haul.
