Nov 302010
 

This post was written by the Web Marketing Ninja—a professional online marketer for a major web brand, who’s sharing his tips undercover here at ProBlogger. Curious? So are we!

One of the most common mistakes people make when entering into the world of online marketing and sales is having a narrow understanding of what the discipline actually entails. This tunnel vision is not focused on one specific area—it’s simply based on the fact that most people’s understanding of online marketing stretches only as far as their personal network.

If they have family or friends who might, for example, be search engine marketers, then their vision of online marketing is probably limited to working the search engines. If they’re conversion marketers, they’ll think sales funnels is where it’s all at.

As the online marketing industry matures, this tunnel vision is becoming more of an issue. True generalists are becoming few and far between, as it’s almost impossible to follow the industry as a whole in great depth. The generalists are out there, but the likelihood of one being in your network is pretty slim…

In this post, I wanted to take a huge step back and look at the online marketing discipline as a whole, so you can ensure you’ve got an open mind when it comes to your own approach, and ensure that your implementation is a balanced one.

I see online marketing as being like an onion: it has a lot of different layers, which combine to create a perfect whole. Let’s peel back each one in turn…

Brand management

Whether you like it or not, you have a brand, your business has a brand, and if you don’t care about it, others will shape it for you. You might get lucky and your brand could magically evolve for the good, but if you want to reduce the odds of a catastrophe, you should pay attention to your brand. You can’t dictate a brand, but you can help shape what it is you project.

Brand management isn’t all touchy-feely sentiment: there is actually method behind the madness. I’ll no doubt talk about brand management in future, but if you can’t wait and want a 24-hour crash course in branding, The 22 Immutable Laws of Branding should be high on your must-read list.

PR management

In all honesty PR isn’t my strong point, so I feel a little guilty talking about it. What I can say it’s

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