One of the challenges many rural communities struggle with is exposure.

I am talking about more than attracting social media views, engagement, and followers. The larger challenge is simply letting other people on planet Earth know that your town exists.

That is where marketing comes to the forefront.

How do you get the word out?

Most people see a gravel race as a single day on the calendar.

Riders show up, roll out, race their course, and head home. But if you have ever organized a race or worked in outdoor recreation, you know there is more going on beneath the surface.

The real learning begins after the race, when the surveys start drifting back in. This is where the story reveals itself.

I’m back in Portland this week after a whirlwind trip to Arizona, which included speaking at the Spirit World fundraiser for the Arizona Trail. What is funny is that even though I spent a good amount of time writing and prepping for this speech leading up to the event, when it was time actually to speak, I pivoted.

I spend every day in the classroom, Monday through Friday, teaching undergrad students. Over the years, I’ve developed my own style for how I teach. Giving a one-way speech as a monologue isn’t necessarily my jam, so when it came time to speak, I set aside my notes and tried to make it interactive and a two-way conversation about “gravel as the gateway to becoming a trail town.”

While I have repeatedly touched on this topic, I wanted to revisit it and share the contents of my speech, even though I didn’t touch on everything that night in Patagonia. If I were to give a “proper” speech, this is what I would’ve shared ...

You do not need a big budget or a marketing agency to start using influencers effectively. You already have what you need: authentic stories, local pride, and people who love your community. The key is learning how to turn those assets into lasting partnerships that help your town grow.

Throughout this series, I have explored what influencers are, why trust and authenticity matter most, and how influencers shape travel decisions. In this final article, I am turning our attention to something more practical: how rural communities can build influencer partnerships that last. You ready?

By now, we have looked at who influencers are and why trust and authenticity matter most. But how does influencer marketing actually work? What makes someone decide to visit a place after watching or reading about it online?

The answer lies in psychology as much as marketing.