Episode 46: The Traffic Balancing Act

Drive and Convert

It's not uncommon to hear the phrase "work/life balance" thrown around in a business setting. It's usually brought up by well-meaning managers who want to make sure their team is protecting the time and the space to be successful outside of the office as well.

In this episode, Ryan and Jon talk about how work/life balance doesn't always translate to a true 50/50 split. Instead, it usually requires investing heavily in one area of life (Ex: Career) for a period of time, and then slowing down to focus more time and energy elsewhere (Ex: Family) to get back toward a more "balanced" position.

Similarly, a brand's allocation of resources across multiple traffic generation channels can (and should) ebb and flow over time. For example, if you continue to hammer on paid search long enough, you'll eventually run headfirst into diminishing returns. The world's most successful brands acknowledge this, and take a more balanced approach to driving leads to their site – and Ryan's here to help us understand how they do it.

Listen to the full episode if you want to learn:

1. Why balancing your traffic generation efforts is important
2. The different types of channels you should consider investing in
3. What a healthy allocation looks like for most brands
4. How to know when you're over/underinvested in a specific channel

If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.