It’s late. You’re at your desk with a cold coffee, a half-eaten Hank’s donut, and a marketing plan that still doesn’t feel quite right.

You’ve tried the usual things. Ads. Social posts. Promotions. A boosted post or two that looked promising but didn’t make the expense worth it. You’ve got the plan, you’re making the effort, but the phone still isn’t ringing the way you hoped.

What’s missing?

In my experience working with local businesses, it often isn’t another platform or another campaign. It’s something a little less obvious, and a whole lot harder to track.

 

It’s goodwill.

 

Most people wouldn’t just bring up “goodwill” in everyday conversation, but they sure know it when they see it. It’s the business people recommend without being asked. It’s the name that comes up when someone says, “Do you know anyone who can help me with this?”

Essentially, “goodwill” is how people feel about your business when you’re not in the room.

 

It’s not something that comes from a single campaign; it’s a result of all the smaller things that people start to notice over time. You showed up at the event, you supported the fundraiser, you’re the one making an introduction, sharing someone else’s post, you’re offering advice without turning it into a sales pitch, and you’re taking part in the community instead of only advertising to it.

 

You’re being real.

 

No, none of that is flashy. You can’t track it in a spreadsheet or use it to “trick” the algorithm, but you better believe it matters.

 

Don’t underestimate the value of your time; the most lasting goodwill doesn’t always come from financial generosity. Join a committee, volunteer at the event, share your skills and speak at a workshop. Be a mentor to someone getting started in the business world. Be a small town teammate and celebrate another local business when they have good news.

 

These things are easy to dismiss because they do not always create an immediate lead. But local businesses do not always work in a straight line. Someone may meet you at an event, see you support a community project, notice your name a few more times, and months later, think of you when they need what you offer. Kind of like a radio jingle, you might not notice it the first few times, but eventually it gets stuck in your head, and just like that, your goodwill turns into business. Ta-da!

 

People will remember who shows up. They take notice of who helps. They remember who made them feel helped and supported. When they trust you, it becomes a whole lot easier for them to choose you for their business and refer you to their colleagues.

 

The most important part is that your acts of goodwill need to be genuine. People can tell when a business is only taking part in community involvement for a photo op, a sale, or because they see potential dollar signs. Be genuine. Show you actually care about the people in your community.

 

That is where your marketing can help, but only if it reflects what is actually happening, of course. Share real experiences you have with your staff, your partners, your customers, and your community. Don’t be afraid to share some of the work you are doing. Don’t be afraid to encourage your staff to do the same. Not every post needs to be polished to perfection; sometimes, the behind-the-scenes photo, the quick “thank you,” or a story does more than a perfectly designed graphic. It shows you’re human, relatable, and trustworthy.

 

And yes, AI can be extremely useful for things like organizing your thoughts, cleaning up sloppy copy, and saving time. But it can never replace the human connection you have with the community. It can never shake a hand, have a face-to-face conversation, truly understand a local relationship, or know why a small community moment matters.

 

That’s all on you.

 

Here in North Durham, our communities are close-knit. The downtowns are small. The agricultural roots run deep. Many businesses know each other, support each other, and rely on relationships that have been built over many years.

 

People notice who shows up. They also notice who only appears when they want something.

 

Invest in your community. Be generous with your time and expertise. Build real relationships. Then make sure your marketing reflects that in a clear, honest, and professional way. Having trouble with that? Don’t be afraid to reach out to another business in the area. Attend a networking event. Talk. We’re a friendly bunch here. The right person can help you see the goodwill you are already creating and help bring it forward through your branding, design, content, and campaigns.

If your marketing feels like it is missing something, the answer may not be another ad, another platform, or another promotion. It might be you. You are the most important brand asset your business has. Let people see who you are and the goodwill you create.

Kristen Meyer-Creamer

Owner | Player 97 | Game Changing Branding