Traffic Manager: What is your role within the agency?
With the increasing technological development, we can see how much consumer behavior has changed. With increasingly modern and practical cell phones and desktops, they allow the user to perform various actions over the internet, such as:
– Acquire products;
– Hire services;
- Ask questions;
– Expand knowledge through research on the network.
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. That's where the role of the traffic manager comes in, with their strategies for using the internet in favor of the agency's growth.
Want to know how? So, read the post to 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 what a traffic manager performs is one of the most important activities of an agency, as its actions are based on strategies to increase business revenue.
Therefore, its main function is nothing more than providing means for the creation of content and the management of engagements from websites, social networks, actions on landing pages , among other activities aimed at digital marketing.
In addition, the traffic manager has responsibilities in relation to the administration of budgets destined to digital marketing , adding all the necessary demands for the service to be done with quality: be it ads on Google, Facebook, spending on websites and graphic arts, and any action aimed at its activity.
Digital Marketing: the main activity of the traffic manager
As we mentioned above, users are more and more connected, right? Digital marketing works precisely on this new behavior, providing means for consumers to locate a brand on the internet and buy from it through capture 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 being effective, as this is the path that will make the agency 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 who makes up its team, so that the results are analyzed by their 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 the 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 customer, strengthening ties with those who have the greatest chance of doing business.
How important is it to the market?
To better understand the importance that this professional has in such a competitive, but technologically volatile market, we can go back to analyzing digital marketing — being its main work tool — to measure its quality.
There is a stream of users coming in and out of sales pages, websites and social media. This number of people defines the company's brand positioning, whose activity is carried out by the manager and his team.
The traffic manager understands that consumers demand increasingly practical actions to acquire products and/or hire services. So, your role is precisely to analyze the best ways for a user to have a positive experience when getting to know a brand, turning 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 makes all the sense for his profession, and that directly affects the financial results of the business. . Find out below:
1. Google Analytics
Any business that wants to grow more and more in the market needs, before any action, to know its audience, right? That's the role of Google Analytics.
Through this tool, made available free of charge by Google, the traffic manager will be able to assess the definition of the persona , that is, to whom a particular brand converts the most: which age group, gender, region, time, language and type of device that most buys from a certain company.
2. Google Ads
When a user decides to buy something, they usually do a Google search to find what they are looking for. With Google Ads , the traffic manager — with the help of his team — will make the service of a given agency be directed 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 cell phone and suddenly a flashy ad appeared that was exactly what you were looking for at that moment or had searched before?
One of the activities performed by the traffic manager is to direct content of interest to the user to his feed, so that he gets to know the brand and closes deals.
As we have seen, the traffic manager is gaining more and more market share. Once, the agencies perceive the quality of their services in the face of the current behavior of the consumers 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 an Ads Manager, which is the Facebook manager.
Therefore, he will explore the full potential that the social network offers, creating advertisements in publications, partnering 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 targeting tools to target their ads and reach the audience they want.
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