WHAT IS YOUR #1 MOST UNDERUTILIZED MARKETING TOOL? BY HEATHER RE

When I ask this question, people usually say social media, Google Ads or even AI. But the answer isn’t a tool you can download. It’s not even digital. 

Your most underutized tool is Community Connection. 

Marketing isn’t about attention, it’s about making connections, resonating and the end of the day, it’s about belonging. At its heart, marketing is about helping people feel seen, understood and connected. But somewhere along the way, we started chasing algorithms instead of authenticity. We replaced connection with content and began measuring reach instead of relationships. 

People don’t want more information, they want involvement. When you, or your business, show up at local events, support nonprofits, or celebrate neighbors, you’re not just promoting, you’re participating. That is where trust is built, and trust is one thing that no algorithm can replicate. 

Community engagement builds brand equity you can’t buy. Every act of community connection; sponsoring a fundraiser, highlighting a local story, the Sheros in the Palette Community is a way to give back and build emotional equity. Beyond logos, fonts and color palette, at its core, your brand is how you make people feel. 

Think about the last business you supported because you believed in them, maybe a realtor who volunteers, or a boutique that gives to local causes. You didn’t choose them because of their logo. You chose them because of their values. 

That’s marketing that compounds over time. And the best part? You don’t have to outspend competitors when you’re out-connecting them. 

Connection is the currency of modern marketing. In a world full of noise, connection cuts through. As a publisher who works with businesses to help them stand out in the community, one of the biggest pieces I work on is “marrying” you, or your brand’s personality to your business. Because when people see

themselves in your story, they see their neighbors, their values, their pride and recognition becomes a relationship. That’s the true ROI of community connection.

Connection creates ecosystems, not ads. A business supports a nonprofit. The nonprofit introduces that business to new supporters. Those supporters become clients and advocates. 

That’s relational marketing, growth through generosity, not transactions. When you show up consistently for your community, your community will show up for you. 

To make Connection your strategy, there are three small shifts that make a big impact. 

1. Show up locally. Choose one event or cause that aligns with your values. 
2. Spotlight others. Use platforms to lift up partners, clients or nonprofits. 
3. Share stories, not stats. People buy based on emotion, not information. 

The ROI on connection isn’t measured in clicks or likes – it’s measured in loyalty. And those real life connections and community interactions translate into content that restores, resonates and inspires. 

STAY CONNECTED

• Instagram: @loudonville_neighbors
• Facebook: Loudonville Neighbors – Best Version Media
• LinkedIn: Heather Re
• Email: [email protected]
• Mention the Palette PRO Talk for 10% off your entire campaign