Creating a website is fine, but attracting traffic is better! This is exactly the goal of a traffic management strategy. Achieving a traffic target on a website, especially if it’s just launched, isn’t easy. The solution is then to set up a Traffic Management strategy and / or bring a Traffic Manager into your company.
Traffic management: definition and objectives
the Traffic management is the name of the set of missions that aim to attract traffic to a website. In other words, it is a key part of the marketing strategy.
Traffic Management therefore brings together all the different traffic acquisition levers such as natural referencing, Social Ads campaigns, VAS and much more.
What will traffic management allow?
The goal of Traffic Management is not necessarily to acquire a maximum of traffic, but above all to acquire the right traffic. In other words, the goal is to attract as much qualified traffic as possible.
Without visibility to your target, your website will not be able to function and you will not be able to reach your sales goals, whether it is an e-commerce or a service sales site. You have to understand it capturing traffic is hard work, which requires daily work. In the context of Traffic Management, this observation is all the more true as it is necessary to take care of all means of acquisition.
The Traffic Manager action levers
Whoever supervises the Traffic Management strategy can therefore be appointed Traffic Manager, i.e. responsible for the acquisition of traffic in French. The manager (s) must have a control of all the levers at their disposal to attract traffic.
The first lever that can be found in a traffic management strategy is SEO, or natural referencing in French. The goal is to position the site in the best possible way in the search results on search engines. This is the the most important lever for getting traffic. It is also the most effective in the long run as it does not require payment to function. Plus, it’s a great way to attract qualified traffic as your site will be able to rank the queries that best meet your target’s needs.
SEA and Google Ads
Hence, Google Ads is also important. it’s about Google advertising network. This is an important acquisition lever as Google is by far the most used search engine in France and in the world. So his display advertising has enormous potential. You can advertise in search results (Search, Shopping) or on partner sites (Display).
Sending emails is essential in every way, not just for gaining traffic. Is one of the most powerful and profitable marketing levers. In fact, for a ridiculously low price, you’ll be able to communicate with the entire database and potentially lure them to your website.
Social networks are far from being the most powerful lever. In fact, a small minority of a site’s traffic comes from social networks. It’s a much less profitable leverage than email or SEO, for example. However, it is necessary ensure a certain presence for the brand imagecustomer community and customer acquisition (although difficult to measure).
Other traffic acquisition levers
In addition to these 4 main levers, there are many others, such as:
- Other advertising platforms (especially on social networks): Facebook Ads, Instagram Ads, LinkedIn Ads, etc.
- The presence on the markets : Amazon or other.
- The programs ofaffiliate
- The collaborations with influencers or sponsored articles
Why is the notion of person important to the traffic manager?
Personas are clearly at the heart of the Traffic Manager’s tasks. As we said at the beginning of the article, its goal is toattract qualified traffic to the site. In order for the traffic to be qualified, it must be concretely similar to the different people and recipients it addresses during the implementation of the strategy.
The job of traffic manager
What are the main missions and the role of the Traffic Manager?
The missions of a Traffic Manager therefore revolve around the levers we have just mentioned: SEO, Google Ads, emailing, community management, affiliation, marketplace, etc … orchestrate the implementation of these different means of acquisition and who will be responsible for their success. This therefore requires some knowledge of digital marketing, in its entirety.
What training to become a Traffic Manager?
There are several ways to become a traffic manager:
- Get digital marketing training
Specialized training in digital marketing is welcome, as a global mastery of the tools is required.
- Go through an advertising company or school
For the part of project management, strategy and communication, business school or advertising profiles can apply.
- Have an experience
20 years ago, digital marketing was not taught as much as it is today, yet the job of Traffic Manager is not reserved for people under 30. People who have solid digital marketing experience can apply for this type of position. The most important thing is to have the required skills.
What profile do you need to have to become a Traffic Manager?
In addition to the knowledge of web marketing tools, the Traffic Manager must:
- Stay up to date with digital news. Organizing a watch is essential to keep up with developments.
- Be organized to manage all the acquisition levers without any problem.
- Take initiatives to develop strategies on the various channels without wasting time.
What price should be considered for a traffic management consultant?
To hire a traffic management consultant, the rates are quite variable. You will find them for all budgets, between 300 and more than 1000 € per day. Otherwise, for an employee, it will take between 30,000 and 40,000 for a junior and up to more than 60,000 for a confirmed webmarketer.