What is traffic management in the marketing world?

If your company hopes to achieve some results on the internet, you need to think about traffic management.

If you are not yet familiar with the term, traffic is the flow of visitors who arrive on the digital channels you use to publicize your brand, be it your social networks, website, YouTube channel or online store, for example.

A good traffic management strategy means a constant flow of visitors, which results in a better positioning of your brand, more engagement, greater lead generation and, of course, more sales and higher revenue.

However, the big challenge is precisely to choose the best strategy to guarantee this flow of visits, especially if your company does not have a traffic manager .

In this case, you need to learn what online traffic is, what the main types are and the best channels to convert:

  • leads visitors;
  • leads into qualified leads;
  • qualified leads in opportunities;
  • and opportunities in customers.

And, that is exactly what we are going to show in this article.

Follow below:

Traffic types

  • Organic traffic
  • Paid traffic
  • Social traffic
  • Referral traffic
  • Direct traffic
  • Email marketing traffic

How to choose the best traffic channel?

Benefits of traffic management

  • Enhances the authority of your brand
  • Brings greater Return on Investment (ROI)
  • Increase your sales
  • Creates qualified audience
  • Ready to increase your traffic?

What is Traffic Management?

At first, you can imagine that the term traffic management means only managing the visitors who come to your digital channels. But, it is much more than that.

It also means generating traffic from different sources, segmenting audiences to have an audience that is really interested in your products and / or services and, relating to these people.

To perform all this work it is essential to understand the different types of traffic that exist, their particularities, advantages and disadvantages.

Let’s talk a little bit about these types:

Traffic Types

There are different types of traffic that you can use to ensure a healthy flow of access to your website, landing pages and / or online store.

These are called traffic sources , which represent the paths through which people reach your company on the internet.

This knowledge is strategic and can impact the decisions you will make related to how much (and where) to invest in favor of your business.

There are different types of traffic and you can benefit from all of them.

Organic traffic

Within traffic management, “organic” means that in which people came to your company without you having to invest in sponsored ads on Facebook Ads or Google Ads, for example.

It occurs when people find your company through search engines (such as Google, Bing or Yahoo), using terms called keywords, related to your segment or the problem they are trying to solve.

That is, the person searches on Google, typing a specific question or problem that they want to solve and click on the results most relevant to them.

Facebook Ads management

Therefore, whoever wants to generate organic traffic needs to produce unique, relevant content and with a certain frequency .

In addition, it is also necessary to optimize this content using SEO (Search Engine Optimization) techniques to increase the chances of it appearing in the first organic positions on the first Google search page.

Contrary to what some “marketing gurus” say and some people believe, organic traffic is not free .

For this strategy to bring qualified leads (and volume), your content will need to be of high quality and very attractive.

And it should cover issues of design, copywriting, web development, high performance hosting, among other technical factors that require the hiring of specific professionals: copywriters, designers, programmers and last (but not least) experts in SEO Marketing.

In addition, organic traffic management also requires significant investment of time and energy, as results usually appear in the medium and long term.

However, it brings a well-segmented audience, already interested in what you can offer and, therefore, very desired, even by your competitors.

Hence the importance of creating well-targeted traffic management strategies for this target audience.

Paid traffic

Paid traffic, as the name implies, also needs financial investment to function.

Some niches (less competitive) it is possible to invest less, while other niches (more competitive) it is necessary to invest aggressively (or restrict the segmented public) if there is a low budget.

To compensate, it brings faster results.

If you know how to create good traffic campaigns on Facebook Ads and Google Ads , correctly targeting your target audience, you will be able to considerably increase the flow of visitors to your pages or landing pages in a short time.

It means that, unlike organic, where people find your company, here is your brand that goes to them on different platforms.

Within paid traffic management you can work on ad campaigns in several ways.

  • Targeting by the profile of your target audience, in sponsored posts on Facebook Ads, Instagram Ads or Linkedin Ads.
  • Investing in keywords relevant to your business, in the form of sponsored links in Google Ads (formerly Google AdWords).
  • Sponsoring ad videos about your channel with the power of YouTube Ads.

All strategies can work, but you need to be careful not to lose money on ads that do not return on your advertising investment .

At this point, companies with a good traffic manager or paid traffic specialist are ahead in the war for the most qualified visitors.

Social traffic

Basically, it is all the people who arrive on their proprietary channels coming from their social networks as profiles on Instagram, Facebook, LinkedIn, Twitter and Pinterest, for example.

They are used daily by millions of people (only in United Kingdom), so you cannot ignore these platforms within your social traffic management.

There are several strategies that you can use to attract these people to your website, converting them as leads.

Social traffic

For example, you can create posts from articles on your blog, inviting people to read the texts , spreading your landing pages with digital lures like eBooks, infographics, among others, to capture the data of these people, in addition to making paid advertisements directing to your landing pages.

Social traffic has a unique advantage: the ability to viralize content.

When this happens, there is a possibility that your brand will reach thousands of people and the flow of hits on your pages can increase a lot.

However, in addition to the difficulty of this viralization happening, because it depends on some post of your company falling in the public’s taste, even when it occurs it can still be disadvantageous for your brand.

First, because your content will reach all types of people, many who have nothing to do with your ideal customer profile (ICP) or buyer persona .

Second, to go viral, the content has to be very special or very flashy.

And here many companies make the mistake of betting on lies or sensational content just to achieve that goal.

What ends up being a shot in the foot, because it can damage the credibility of your brand .

Therefore, invest in social traffic, always being very ethical and honest about the content you publish.

Producing specific content for social networks makes it possible to create qualified audiences for people interested in the subjects that your brand addresses.

Referral traffic

Do you know when you ask a friend for a product or service referral, and when he does, do you tend to trust?

In fact, the more reliable your friend is, the more likely you are to close the deal, right?!?

We can use these concepts within traffic management, through referral traffic.

You may have noticed that the articles on blogs have several clickable links, inserted into the content.

Some of these links act as an “indication” or reference when referring the user to another page (from another domain or subdomain), after the click.

This is an SEO technique called backlink.

The idea is that one page conveys authority when referring to another, telling Google and other search engines that that content is also relevant.

It is an interesting strategy for you to use within your traffic management, as it can enrich the content, show the source of research or direct to places with more comprehensive information on a given topic.

You can also partner with other websites, which are not competitors, but have the same target audience, to strengthen referral traffic, giving you more visibility and authority for your own business.

Direct traffic

This is the dream of every brand. People who arrive by direct traffic are those who type in the address of your page directly in the browser or otherwise save it as a bookmark.

In other words, you did not have to invest in traffic campaigns on Facebook Ads or Google Ads , or produce content using SEO techniques.

You also didn’t need any other page advertising your business.

All the action comes from your audience, who already know your brand.

Direct traffic is made by an already loyal audience, so it has great value and forms a very qualified audience, probably ready to buy your product or service and become a customer.

To reach this level of engagement with people, it is necessary to invest heavily in your company’s branding .

The more you strengthen your brand, the more direct traffic will be converted to your acquisition channels.

Email marketing traffic

Within traffic management, email is a powerful relationship and sales tool.

Many companies even use email marketing as the main means of communication with their leads, new opportunities and customers. After all, almost everyone has an email account.

Furthermore, it is the easiest and safest way to keep track of your communication with them. You define when to speak, what to speak and how to speak.

Another great advantage is that you can relate to your audience in a much more personal way, strengthening the connection with your brand .

Although the links contained in e-mails do not directly influence search engines, nor do they pass authority, they are record holders in clicks.

After all, it was the user himself who registered on your list (as long as you built it and didn’t buy one), signaling your interest in receiving more information about your brand.

Unlike paid traffic, the first contact came from the person, so it is natural for a higher engagement rate to occur.

Therefore, email marketing is an excellent way to generate traffic to your digital bait pages, segmenting leads by profile and interests, or direct to sales, free trial or budget pages, offering your products and services.

RD Station Marketing email marketing

The traffic originated by email marketing is extremely qualified, because they are people who have authorized your communication with them.

That is, they are very interested in your brand and are more likely to be converted into customers.

How to choose the best traffic channel?

Maybe now you are wondering if you should direct your traffic management to a specific channel, prioritizing one of the types of traffic that we talk about here.

In this case, there is no right or wrong answer.

Who will tell you the best traffic sources for your business are the performance metrics.

They represent the best way to define the most efficient way to attract the right audience to your pages.

Fortunately, on the internet everything can (and should) be measured and analyzed, so for your traffic management to really work, you need to look at the data collected on your digital channels.

From the analysis of this information, you will be informed to decide which the best strategies should be used (and maintained).

You can, for example, evaluate the conversion rates for each step of your funnel (top, middle and bottom of the funnel) and the ROI (Return on Investment) for each traffic acquisition channel.

But, there are several other indicators and it is necessary to study them carefully to know which ones will be most useful for your business.

The fact is that each traffic source has its advantages and disadvantages, but you will probably achieve more results if you combine more than one type in your traffic management strategy (as long as your budget allows you to do this).

Investing in just one type of traffic, betting all your chips on it, can limit your brand growth. And, it would be the same as putting all the golden eggs in one basket .

Keep in mind that the more people you can bring to your acquisition channels, the more results you will get for your own business.

Benefits of traffic management

There are several benefits of investing in professional traffic management. We talk briefly about some of them throughout this article, but here we will detail the main ones.

Enhances the authority of your brand

Occupying the top positions in the ranking of search engines like Google and YouTube, reinforces your company’s authority over those subjects / topics researched.

Consequently, you increase the visibility of your brand and reinforce your branding .

Brings greater Return on Investment (ROI)

The combination of traffic management (organic and paid) accelerates your return on investment, as the strategies complement each other.

While organic traffic, using SEO techniques, brings results in the medium and long term, paid traffic (with remarketing strategies for example) produces results in the short term, allowing you to keep your cash flow healthy and with continuous flow.

Increase your sales

Paid media allows you to focus on selling your product or service, giving your campaigns more visibility. The more people you bring to your website or landing page, the greater the chances of increasing your conversion rates.

Creates qualified audience

Good traffic management improves the segmentation of the audiences that are being attracted to your platforms, focusing on the people most interested in your product or service.

The resources available in paid traffic tools allow you to segment by keywords, demographic information, such as gender and age group, for example, occupation and various other interests.

However, just using these features does not imply that your campaigns will reach exactly the people you want.

The success of your ads depends on the analysis and optimization performed by a good traffic manager .

Ready to increase your traffic?

We hope to have shown the importance of traffic management for your company. However, it must be said that there is no magic formula for generating qualified traffic.

It is essential for your company to plan which sources will be used, test the strategies, analyze the metrics and make the necessary adjustments.

The only certainty is that without traffic your company will not get results on the internet (and even outside). Your audience will not reach you and these people will not buy your product and / or service.

That is why it is so important to have a paid traffic specialist working to help your business.

However, the search for a good paid traffic manager is difficult, which leads some companies to boost their ads on their own.

And sooner or later, these entrepreneurs realize that:

  • wasted time and money;
  • had no return on investment due to the lack of technical (and strategic) knowledge.

If you do not want to take this risk, hire the services of a traffic management agency (Facebook Ads, Google Ads and LinkedIn Ads), such as the Abdul Rimaaz agency.

Some of our team members have already managed more than R $ 14.4 million in Facebook Ads and R $ 4.4 million in Google Ads.

If you want to know more about how we can help you leverage your company’s results with this highly specialized service, contact us without any commitment.

Published by Abdul Rimaaz

Abdul Rimaaz business consultant is trained to advise your marketing plan. It can advise, for example, improvements in terms of your company's Internet presence, position one of its brands or implement new strategies to win customers. Being a business consultant is not an easy task and I have thought to summarize, for this entry in Business United Kingdom.

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