We have talked about quite a few marketing concepts in this column—brand awareness, consistency, social media, advertising, knowing your audience and making the commitment to market your business. But as I sat down to think about today’s topic, I found myself wondering: What is it all for?
Generally, business owners are in business to make money. Marketers are here to help businesses make money. At the very core, I guess you could say that money makes the business world go around. But I like to believe humans are driven by just a little more than money alone.
Community. Faith. Service. Sustainability. Creating something better for ourselves, our families and the places we call home.
One of the reasons I enjoy writing this column is because I believe small businesses in small towns are one of our greatest assets—as communities and as a country. I was taught at a very young age to think globally and act locally. That idea has stuck with me.
Our local businesses don’t just exist in our communities. They are part of them. They’re the businesses whose names are printed on the back of the Little League shirt. They donate the gift certificate for the school fundraiser. They sponsor the 5K, buy the livestock at the county fair, donate supplies, serve on boards, give employees time to volunteer and say yes when someone walks through the door asking for help.
Sometimes giving back means writing a check. But it doesn’t have to. A restaurant might donate food for an event. A print shop might provide signs. A photographer might donate a session. A business owner might volunteer their expertise to a nonprofit that could never afford to hire them. Your business might offer its storefront, social media following or email list to help a community organization reach more people.
Those contributions matter. And yes, they can also be marketing. We don’t need to pretend otherwise.
When your business sponsors the local 5K, your logo is probably going on the shirt. When you support the school fundraiser, people may see your name. When you consistently show up for organizations doing good work in your community, people begin to associate your business with the things you support.
That’s not a bad thing. In fact, it can be an important part of building a brand.
Your brand isn’t only your logo, your advertising or what you sell. It is also the reputation you build over time. The organizations you support, the causes you champion and the way you participate in your community tell people something about who you are.
The key is to make those choices intentionally. You don’t have to sponsor everything. You probably shouldn’t. Choose causes and organizations that genuinely align with your values, your business and the community you want to help build.
Maybe your business cares deeply about youth programs. Maybe it’s education, veterans, animals, the arts, food insecurity, beautification, economic development or preserving something special about your hometown.
Find the place where your resources and your values intersect. Then show up.
And don’t underestimate what small businesses can accomplish collectively. A $250 sponsorship may not feel transformational to a business, but ten local businesses making that same commitment can fund a community event. A handful of businesses donating products or services can turn a small nonprofit fundraiser into a successful one. One business saying yes can encourage another to do the same.
That’s part of what makes local business so powerful. We spend a lot of time talking about why our communities should support small businesses—and they should. But I think there is another side to that relationship.
Small businesses should support their communities, too.
Because the health of our businesses and the health of our communities aren’t entirely separate things. Strong communities create places where people want to live, work, visit and spend their money. Strong local businesses help make those communities possible.
So yes, marketing is about making money. But sometimes it can do a little more than that.
Sponsor the race. Donate the gift certificate. Share the fundraiser. Volunteer your expertise. Put your name behind something you believe deserves to exist in your community.
Do some good—and don’t be afraid to let people know your business cares.
Marketing for good feels good.
Until next time,
Alice
