Tourists changing with the seasons is a unique challenge that lake towns encounter. While in summer, adventure-seeking people flock to these places, fall brings romantic couples.
The disappointing part is that lake towns’ business contents do not change with these dynamics. And this is why inquiries do not increase as expected. But with the right strategy, it’s easy to change the situation.
In this guide, I will share how you can create seasonal content to drive inquiries in lake towns.
Why Does Seasonal Content Matter?
It doesn’t help a family if they scroll through social media and see content on summer vacation in January, does it? It’s counterintuitive, to say the least.
But after 3 months, this same family may desperately go through real estate properties in Lake Geneva for “Lake rentals available this weekend”. It’s the same people, but with a completely different intent.
This is because lake towns’ inquiries are highly dependent on the seasons. This makes tourists look for different things in every season.
For example, in summer, they may just want to book a place and spend money. In the fall, they may look for better deals. Winter is the planning phase for next year’s big dream trip. And spring put “we need to book before it’s too late” thought in the back of their mind.
Now, the moment you align your content with these seasonal moods, everything falls in place. You might see 67% higher engagement as your business posts are relevant. But it’s the final result that you want; more visitors in lake towns!
See, seasonal contents not only get the attention of people, but also gives them confidence.
For example, when you post about ice fishing in February, they think you actually live there and know the place well. This builds trust.
Seasonal Content Strategies
Summer: The Inquiry-Generation Engine
Tourists are ready to spend money in the summer. They constantly look for activities they can do on their phone. So you need to be present everywhere they seek. Post updates based on the time of day.
Like, in the morning, post content about what they can do, where they can go, to make the most out of what they spend. It can be a post with a great photo and video saying “Perfect sailing weather this morning!”.
Another thing you can do is make your guests sales reps. Let me explain what I mean. Share and repost their photos and videos of activities such as fishing, kids jumping off docks.
That said, try to bring a bit of urgency without being overly assertive. For instance, make a written or video like “Two cabins left for this weekend” or “Three hours to go before 20% off ends on boat rental”. Be creative about content and offers that catch guests’ attention.
You can also go live often. Showcase how the morning light plays brilliantly with the lake water. Let people see what they are missing out on in summer.
Fall: The “Cozy & Conversational” Season
This is the window where you can emotionally connect with potential guests. Unlike summer, they like to slow down and enjoy every moment in fall. It’s a perfect opportunity to have real conversations.
Therefore, the contents you create in the fall should feel like talking with a friend from the past. Take your storytelling game to a personal level.
For example, share how the family has run the apple ranch for generations. Post stunning photos of misty mornings beside the lake. Share secrets and tricks about the best hiking trails. Things like this genuinely build a deeper connection.
Tourists in the fall like to explore and discover hidden attractions. They like to roam freely, avoiding the crowd, to create personal memories. So target your content to fulfill this need.
Make content that highlights the 10 best unpopular but quiet and pretty places, like cafés or restaurants, where they can enjoy themselves. Your headlines may go like this: “We found this amazing little café that locals have kept secret for years.”
Winter: The “Planning & Dreaming” Period
Winter is the most challenging season for lake towns, with fewer visitors. People are stuck in their homes scrolling through their vacation images. Mostly, they plan for their next trip for a perfect getaway. And this is your biggest opportunity.
Start by creating content that persuades them to pick your lake town. Write a detailed guide on the things other misses out. Create a hype around your offerings. Share stories on dreamy summer days and magical sunsets.
Now, while you do this, do not ignore winter visitors in any way. For them, craft your content with highlights of warm coffee shops, ice fishing spots, and winter hiking trails.
Use this dull season to your advantage. Give them a hint of how great summer is going to be. Highlight the new renovation in popular hotels, put a trailer on exciting upcoming festivals and events.
You can also try email campaigns to engage with winter dreamers. Build excitement with emails like this: “countdown to summer”. Some may contain tips and planning checklists. Send this type of email on a weekly or monthly basis to be on their radar.
Spring: The “Anticipation & Booking” Period
All the people dreaming of spending the vacation in winter, book in spring. That is why you need to pay extra attention to your content in this period.
Start from the very top by announcing “Opening Day”. This will create excitement within the tourist communities. Post videos or photos of staff who are busy preparing boats and cleaning cabins for the visitors. This piques the interest of people even further, as they love to see behind-the-scenes content.
Then you plan and post content about weather updates. This is a smart way of engaging with potential tourists. However, don’t post generic or vague things. Provide specific information that helps people. For example, let them know whether it’s warm enough to swim in the water.
One neat type of content is posting about how interested people are in your lake town. Keep people posted about the availability. This will bring inquiries and bookings much faster.
Closing
In summary, for lake towns, your content must meet what the visitors want to know, what is helpful for them. Once you hit the right spot, inquiries will flow like water. So, craft your content according to seasonal trends. For this, create a precise content plan that talks about the energy of each season.
