- – Purchase products;
- – Hire services;
- – Clarify doubts;
- – Expand knowledge through online research.
In this way, we can see how much the internet is part of people’s lives and the convenience it offers for users to do practically “everything” with a simple touch. This is where the role of the traffic manager comes in, with their strategies to use the internet in favor of the agency’s growth.
Want to know how? Then read the post until the end and learn the real role of the traffic manager within agencies .
Traffic management: what does this professional do?
First of all, we can understand that a traffic manager performs one of the most important activities of an agency, as their actions are based on strategies to increase the business’s revenue.
Therefore, its main function is nothing more than providing means for creating content and managing engagements from websites, social networks , actions on landing pages , among other activities focused on digital marketing.
In addition, the traffic manager has responsibilities regarding the management of budgets allocated to digital marketing , adding up all the demands necessary for the service to be performed with quality: be it ads on Google, Facebook, spending on websites and graphic arts, and any action aimed at their activity.
Digital Marketing: the main activity of the traffic manager
As we mentioned above, users are increasingly connected, right? Digital marketing works precisely on this new behavior, providing ways for consumers to find a brand on the internet and buy from it through acquisition and conversion strategies.
At this point, the traffic manager will divide these activities among his team, monitoring each process to ensure that the customer’s journey through the sales funnel is effective, as this is the path that will make the agency much more profitable.
Understanding the role of the manager and the use of digital marketing as their main activity, we can list the main actions of this professional:
– Develops reports on performance indicators for each employee that makes up his/her team, so that the results can be analyzed by his/her immediate superior.
– Routinely monitors processes such as conversion rates, performance indicators, quality of sales pages ( landing pages );
– Checks the quality of ads in relation to the amount paid for them, such as cost per clicks, conversions and interactions;
– Analyzes email marketing processes together with the team, as well as the increase in the number of leads and the way they are being nurtured by the agency;
– Consolidates a direct relationship between company and client, strengthening ties with those who have the greatest business opportunity.
What is its importance to the market?
To better understand the importance of this professional in such a competitive yet technologically volatile market, we can go back to analyzing digital marketing — as its main work tool — to measure its quality.
There is a flow of users entering and leaving sales pages, websites and social media. This amount of people defines the company’s brand positioning, which is carried out by the manager and his team.
The traffic manager understands that consumers demand increasingly practical actions to purchase products and/or hire services. Therefore, their role is precisely to analyze the best ways for a user to have a positive experience when getting to know a brand, transforming that user into a customer.
Main tools used by the traffic manager
In addition to this professional already having a project manager to monitor the routine of his team, measuring the performance of each employee, his main tool for agencies is the one that produces all the meaning for his profession, and that directly affects the financial results of the business. Learn more below:
1. Google Analytics
Any business that wants to grow more and more in the market needs to know its audience before taking any action, right? That’s the role of Google Analytics .
Using this tool, made available free of charge by Google, the traffic manager will be able to assess the definition of the persona , that is, who a given brand converts the most for: what age group, gender, region, time, language and type of device makes the most purchases from a given company.
2. Google Ads
When a user decides to buy something, they usually search on Google to find what they are looking for. With Google Ads , the traffic manager — with the help of his team — will direct the services of a specific agency to the user who is looking for exactly that type of service.
In other words, the traffic manager directs your brand to the right audience, making them buy products and services, increasingly contributing to a fully scalable business.
3. Facebook Ads
The process is basically the same! Remember when you were scrolling through your Facebook news feed on your phone and suddenly a flashy ad appeared that was exactly what you were looking for at that moment or had searched for before?
One of the activities performed by the traffic manager is to direct content of interest to the user to their feed, so that they become aware of the brand and close deals.
As we have seen, traffic managers are increasingly gaining market share, as agencies are realizing the quality of their services in light of current consumer behavior in the market.
4. Instagram Ads
Through Instagram, the manager can create image and video ads in different formats, insert links and texts and also have access to an Ads Manager, which is Facebook’s manager.
Therefore, he will explore all the potential that the social network offers, creating advertisements in publications, making partnerships with companies and digital influencers, among other things.
5. YouTube Ads
The video giant also has a tool with great potential, which is YouTube Ads. Through it, the client’s ads will be promoted, which will appear within the YouTube videos themselves or as a suggestion.
The advantage is that video ads attract a lot of attention and have a high conversion rate, and the manager has the same segmentation tools to target their ads and reach the desired audience.
