• (561) 738-5138
  • info@synchronicitymarketing.com

2011: Year of Marketing Alignment

by Karen Talavera

01 27, 2011 | Posted in Marketing Vision, Multi-Channel Marketing | 2 comments

Marketing alignment - holistic and working in harmony

photo credit: D.H. Parks

A little over a year ago, I theorized that 2010 would be the Year of Conscious Marketing.  And while I do think it has taken us more than a year to become conscious of how to use the increasingly fragmented and multiplying online marketing avenues available to us, 2010 certainly was a year in which the “what-how-which” and “why” finally began to gel for many business owners and marketing professionals.

If 2009 was a watershed year – a year in which a lot of activity and change moved through at once – 2010 was what I called a waterfall year – all that change and activity began to come together in a cohesive flow.  Now, in 2011, it’s time to intentionally direct that flow to achieve our goals and desires.

I think the marketing challenge – heck, the mission, if not the theme – for 2011 will be achieving alignment.  Now that many of the new online marketing channels which emerged in the last five years have grown to mass adoption or even the beginning stages of maturity, we know what we have to work with. By now, most of us have at least fooled around enough on social media and video or content sharing sites like YouTube to know how to work them.  We even probably have a pretty strong indication ofwhich avenues and applications make sense for our unique businesses and marketing objectives, and which don’t.

So the question becomes: How do we take the online marketing essentials – like email, a Web site or blog, and digital content – add the other online tools we may have selected (social media, mobile), and orchestrate the entire mix so it’s working in harmony?  And how do we develop a painless, flexible system for course-correcting – better yet –expanding – as we go?

That’s exactly what I’ll be discussing on my upcoming February 15 webinar hosted by eWomenNetwork: The 3 Keys to Unlocking More Revenue from Your Online Marketing in 2011 (interested in attending? learn more here).  Because as we know by now, success in online marketing is NOT created by:

  • Simply showing up in every new channel, sampling from them cafeteria-style
  • A one-size-fits all message you blast to everyone the same way every time you market
  • Frequency without relevancy
  • Talking about yourself
  • Style without substance

Many have tried those tactics, and while they may have succeeded in being a flash in the digital pan, they didn’t make any money doing so, and worse yet, didn’t create any lasting value for their own business, prospects or customers. And isn’t that, ultimately, why you’re in business or your career?  It’s about sharing your unique gifts with the world to add value to the experience for everyone: your market, your prospects, your customers, your employees, your boss, your raving fans, and yes, YOU!

In the spirit of bringing our collective marketing abilities and objectives into alignment, in the spirit of backing up style with substance, and in the hopes of creating relevancy, engagement and loyalty in the process, my upcoming webinar will reveal:

  • The critical mindset needed for successful online marketing today
  • What conversation marketing is and why you need to invest in it
  • Why content marketing is such a big and growing area for 2011, and how to get in the game
  • Which digital marketing channels to integrate and why
  • The power of integration and re-purposing to save you time, money and frustration
  • How to get started and maintain a program you can sustain

And one more thing:  the importance of selling by way of serving (yep, that “creating value” thing again).  Because if you’re not filling a need, solving a problem or satisfying a desire, you’re just spinning your wheels.

Those who use online marketing successfully not only use it in alignment, but also think and act holistically.  They know any marketing channel or tool isn’t worth a damn if it’s not connected to their big picture (you have a big picture, right?).  Holistic marketing is comprehensive, complete, and integrated with what you want to accomplish regardless of how you do it.  It is also wholesome and healthy, not built on shaky foundations, half-baked plans and waffling motivation.

Aligned, holistic marketing also places an emphasis on contribution and respect. If you’re asking for someone’s attention, give them something worth paying attention to.  Give before expecting to receive, give unexpectedly, and give even when you’re not asking to receive anything. Listen and talk.  Be human, be conversational.  CONNECT.  Then, when you do present opportunities to buy, your people will have a foundation of trust and loyalty to stand on, and will engage with confidence.

After what for many have now been several years in a row of challenge, evolution and transformation, it took 2010 to bring these lessons home to us; to coalesce a new mindset for a new era.  I’m excited about the promise of this year, ready to hit the ground running, and passionate about helping you do the same!

Now, we’re poised and ready to act, so tell me, what will you do differently in your marketing this year to bring it into alignment with your market’s needs, your business goals, and how you wish to serve the world?  And what, if anything, do you feel is missing for your success?

I look forward to reading your comments below.  In the meantime, if you need immediate help aligning your marketing definitely get in touch.

Creative Commons License photo credit: D.H. Parks

Tags: , , , , ,

2 Comments

  1. I can’t tell you how excited I got last night when I read your email. It feels like a little serendipity dust got sprinkled from above. I have been reading about the conference for months and dreaming about how cool it would be to attend workshops by some of my marketing mentors such as Tim Ash, Chris Brogan, Jay Baer, Gillian Muessig, and of course, you — I really love email marketing.

    There are so many good things that could come out of attending this conference. Most importantly, at this point in my career, it will help me to choose which area of online marketing that I can be successful in and focus on it. I’m lucky to live in San Diego, and the venue is about 20 minutes from me. So there aren’t any barriers to attending any of the events.

    I was the art director at Intuit for 6 years and 10 years ago and went out on my own so I could work from home and be there for my son as a single mom. With the strong direct marketing skills I learned there I’ve been able to use those skills with small businesses which distinguish myself from other designers by focusing on the best way to increase response and in the end make more money for my clients. Understanding the big picture, thinking from the owners perspective has been what I do best.

    I’ve always been a bit of a tech head since it came naturally to me. Because of that I’ve never been afraid to jump into an area that interested me. I have managed 40k/mo ad words accounts, helped my clients rank in search in competitive markets, built websites, designed complicated marketing automation programs (my favorite) and lately have been learning about social media. I’m the proverbial jack of all trades in online marketing.

    These skills are great to know and understand, but to be really successful I know it’s time to find my niche rather than spreading myself so thin. Meeting others who are successful in email marketing, search, social media, conversion, ppc would be an incredible opportunity to find where I fit and allow me to of service to my clients even more than I am now and give back to the community projects I’ve wanted to do. That would be the icing on the cake.

    I’m so passionate about making this happen this year that I can promise you that if you choose me that I will focus on getting everything I can out of this event and using it to transform my business and in turn help others. This last year business has not been the best so I’ve spent a lot of time doing inside work and removing some of the barriers that had been in my way. The stronger and more authentic I am the better I can help others.

    Thank you for such a generous opportunity. I hope to meet you in my lovely hometown next week.

    Gratefully,

    Laurie Marrelli

    • Anonymous says:

      Congratulations Laurie, you’re the winner! See you on Tuesday in San Diego. Thanks for a great post!

Leave a Comment



Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Get Free Updates

Never miss a post! Join for the latest news on email marketing innovations, tips and exclusive event discounts delivered straight to your inbox.
signup
Email: Full Name:

Engage with Karen

Engage Karen by the hour or minute with Clarity. Clarity is a marketplace that connects entrepreneurs with top advisors & industry experts to get strategic advice, industry insight, marketing help or learn a specialized skill to help them grow their business.

Let’s Get Social