Tippingpoint Labs

Yesterday, we examined some of the components of the slow growth of the Food Thinkers by Breville site. Today, we pull out the tape measure and get down to business.

Surely you measure something

The Tippingpoint Labs methodology involves creating content that doesn’t necessarily attract a quantity audience. Instead, by design, it attracts a quality audience. The content we create for clients is highly targeted at relevant audiences for whom our client offers a unique value.

When looking at traffic numbers, I always look for who’s referring traffic to the channel. For example, one of Food Thinkers’ biggest referrers of traffic is Twitter. This is a key metric of success. Yes, it’s a massive social network with the potential for a ton of irrelevant visitors. But we strategically choose whom to follow and broadcast our content to. (more…)

When Food Thinkers first launched in October of last year, everyone in the client’s office wanted to see the traffic numbers and analytics.

As a strategist, it’s my job to look at these numbers, analyze them, and make recommendations based on their insight. I was hesitant to show everyone the visitor data. Looking at initial traffic data within the first few months can be like getting onto a scale in the first few days of a diet (trust me, I know) …

It’s disappointing and demoralizing to see low (or high) numbers at first; so much so that success can seem hopeless, intangible, and ultimately not worth the effort and resources being expended. But in the development of any web channel or platform, traffic will come, provided that quality comes first. (more…)