Why Your Marketing Feels Fragmented (And How the Best Brands Build Resonance)
Authored by a Chartered Marketer—the highest professional qualification in global marketing. Awarded by Royal Charter, this status signifies regulated, field-tested excellence for the experiential brands sector.
Executive Summary
Fragmented marketing tactics often operate at only 40% effectiveness. By shifting to a Resonant Marketing Ecosystem™, you close the loop between content, community, and PR to ensure growth becomes predictable.
In an industry built on connection, why is our marketing so often disconnected?
We see it constantly in the wellness space: teams that are exceptionally busy, producing beautiful content and managing complex ad strategies. Yet, every quarter might feel like starting from zero. This is the paradox of modern marketing—where high effort does not guarantee sustainable demand.
The issue lies not in the quality of the individual pieces, but in their isolation. Most wellness brands struggle because their marketing exists in silos—content that doesn't convert, PR that doesn't capture leads, and ads that don't nurture trust. To move from inconsistent bookings to sustainable growth, we must shift our focus from execution to resonance.
What Resonance Actually Means
When I talk about resonance, I'm referring to a specific quality: marketing elements that reinforce and amplify each other rather than competing for attention.
Most wellness brands operate what I call "Tactic Soup Marketing." A bit of social media. Some email when capacity allows. Paid ads during slow periods. Occasional PR.
Each effort lives in isolation.
When marketing tactics don't connect, each operates at roughly 40% effectiveness. You're getting 40% of results from 100% of effort and budget.
But when these same tactics integrate into The Resonant Marketing Ecosystem™—where each element strengthens the others—those identical efforts yield 200-300% more results.
Not because you're doing more. Because everything works together.
The Resonant Marketing Ecosystem™
This is the framework I've developed specifically for wellness and hospitality brands.
It has seven elements that work together, with your Brand Resonance Strategy at the centre—the strategic soul of the system that informs everything else.
Think of it as a circulatory system. Each element feeds the next. Content becomes email material. Email builds community. Community generates PR opportunities. PR strengthens SEO. SEO brings people to your content. The cycle continues.
Let me walk you through each element and how they connect.
At the Centre: Brand Resonance Strategy
Before anything else works, you need clarity on your positioning.
Your Brand Resonance Strategy defines what makes you unchallengeable, who you serve with precision, your messaging architecture, your tone of voice, and your brand story.
This is the strategic soul of the entire system. Without it, the seven elements lack coherence.
When I worked with Naya Nosara, we clarified their positioning first: "the wellness escape for people who don't do wellness retreats." That clarity became the foundation for every element in their ecosystem.
Once your Brand Resonance Strategy is clear, the seven elements can work properly.
1. Inform (Your Strategic Hub)
Your website isn't a digital brochure. It's the central hub where every other marketing effort ultimately directs people.
This includes your landing pages, foundational SEO, and user experience design. Every pathway should be clear: who you serve, what you offer, what to do next.
Most wellness brands have beautiful websites that don't convert because there's no clear journey from "I'm curious" to "I'm booking."
The question: If someone lands on your homepage right now, do they know within three seconds if this is for them? And do they know exactly what to do next?
2. Nurture (Staying Connected)
Most brands focus exclusively on acquiring new guests and almost nothing on staying connected to people who've already shown interest.
Research from Bain & Company shows acquiring a new customer costs 5-7x more than retaining an existing one. Yet most wellness brands invest 90% of effort on acquisition.
Nurture includes email sequences, community marketing, CRM setup, segmented lists, and automated sequences that continue the conversation with people not ready to book immediately—and maintain connection with past guests who might return or refer.
What this looks like: Someone visits your website but doesn't book. They enter a nurture sequence that provides genuine value while keeping you top of mind. When they're ready, you're the obvious choice.
3. Educate (Content That Multiplies)
Strategic content serves multiple purposes simultaneously.
Your content ecosystem includes social media, blog, podcast—and critically, a repurposing system that allows one piece of content to work across six or seven functions.
Example: You publish "The Complete Guide to Planning Your First Silent Retreat."
That single asset ranks for search terms, gets referenced by journalists, provides newsletter material, becomes social media content, establishes authority with potential guests, and attracts partnership enquiries.
Research from HubSpot shows companies that publish strategic content consistently generate 67% more leads—but only when that content is designed to work across multiple channels, not isolated Instagram posts that disappear.
The shift: Your team isn't creating more content. They're creating content that works harder.
4. Convert (Clear Pathways)
Conversion isn't about pressure. It's about clarity.
This element includes lead magnets that provide genuine value in exchange for email addresses, funnels that guide people from awareness to booking, and offer hierarchy that makes it clear what to do at each stage of someone's journey with you.
Most wellness brands lose bookings not because their offering isn't compelling, but because the pathway to booking isn't clear. Someone wants to visit but doesn't know whether to email, call, fill out a form, or book directly. Decision paralysis sets in. They leave.
What this looks like: Clear next steps at every stage. Downloaded your guide? Here's what to explore next. Attended a discovery call? Here's exactly how to book. Visited once? Here's your alumni programme.
5. Amplify (Paid Reach)
Organic reach is valuable. Paid reach is faster.
This includes Google Ads, Meta Ads, and retargeting—but only when they connect to everything else in your ecosystem.
The brands that waste money on paid advertising are running ads that send people to generic homepages. The ads promise one thing. The landing page says something else. There's no email capture for people who aren't ready to book immediately.
In a resonant ecosystem, your paid ads use language from your Brand Resonance Strategy, direct people to landing pages built specifically for that message, and include nurture sequences for those not ready to book yet.
As I covered in my article on AI search and SEO, BrightEdge research shows 68% of online experiences begin with search. Your amplification strategy should support that, not work against it.
6. Repute (Building Authority)
Reputation isn't built through what you say about yourself. It's built through what others say about you.
This element includes PR (both organic outreach and paid placements), collaborations with aligned brands, strategic partnerships, and thought leadership—positioning you as the authority in your specific category.
Every mention, every feature, every partnership should reinforce your Brand Resonance Strategy. Random PR in publications that don't reach your ideal guest dilutes your positioning. Strategic coverage in the right places compounds your authority.
What this looks like: Features in publications your ideal guests actually read. Partnerships with brands they already trust. Thought leadership that establishes you as the expert in your specific positioning.
7. Intelligence (What Gets Measured)
A resonant ecosystem isn't static. It improves continuously based on what you learn.
This requires analytics, insights, and optimisation—tracking what actually drives bookings, understanding where people drop off, knowing which content performs, gathering systematic guest feedback.
Most brands celebrate Instagram follower growth while ignoring declining email open rates. They track website visits but don't know which pages lead to bookings.
What to measure instead:
Cost per qualified enquiry
Enquiry-to-booking conversion rate
Guest lifetime value
Referral rate
Content ROI
Then optimise based on that intelligence, not assumptions.
Where to Start
Building a resonant ecosystem takes strategic work—typically several months. But you can begin immediately.
Audit your current state. Where do your seven elements disconnect? Where does content (Educate) not feed email (Nurture)? Where does PR (Repute) not convert (Inform)? Write down every gap.
Start with your centre. If your Brand Resonance Strategy isn't clear, nothing else will work properly. Clarity on your positioning creates alignment everywhere else.
Connect one element. Don't fix everything simultaneously. Perhaps your next piece of content (Educate) also becomes email material (Nurture) and social content (Amplify). One connection, done well.
Brief your team on resonance. Make sure everyone understands how their work connects to the whole system. The person writing Instagram captions should know that content also needs to work in newsletters and convert visitors.
Measure what matters. Set up tracking that shows what drives bookings (Intelligence), then optimise.
What Resonance Makes Possible
The wellness market is heading toward $1.4 trillion by 2027, and the brands capturing that growth share a characteristic: resonant marketing ecosystems.
AI search rewards consistency. When your positioning is clear and your brand gets mentioned consistently across quality sources, you appear in AI results. Fragmented efforts don't register.
Building resonance requires strategic thinking upfront, coordination across your team, and commitment to integration over isolation.
But what it creates is significant.
Marketing that compounds instead of resetting every quarter.
And perhaps most valuable: you stop feeling like marketing requires constant intervention and start experiencing it as a system that works.
Ready to build resonance? I work with a small number of wellness and hospitality brands each quarter to design marketing ecosystems where every element amplifies the others, send me email me at info@bethanneandco.com to start our conversation.
