Digital b2b Boxscores: How Do You Get Traffic During a Vacation Month?
Thursday, February 23, 2012
Greer Jonas
 December is typically a slow month for b2b traffic. As you can see from the digital chart below, there were more losses than gains in December versus November 2011 page views and unique visitors. But not true for two very differing sites: Access Intelligence's Defense Daily.com (+59.96% page views/+4.38% unique visitors) and Entrepreneur.com (+25.00% pvs/+14.10% uvs).
We asked Defense Daily director of marketing/defense and aircraft value news Nat Parsons how the site achieved such an increase. "We needed to support a very aggressive ad buy which required 100,000 impressions for two ad positions (50,000 each) within a week-and-a-half during the first part of December. We had seen slide show types of quizzes and trivia in both b2b and consumer online publications and decided to give that a try. Our December effort was a homegrown slide show with five-question quizzes and 10 slides. In order to support our brand and create a fun/interesting quiz for our demographic, I used military- and defense-themed quizzes and kept things as light as possible."
Next up, an email was deployed with links to DD articles. "I thought this would appeal to both the serious side and fun side of our sometimes grumpy defense group. One side affect was in the days after deployment of the email and putting the link to the quiz on our twitter page we saw growth in our followers," said Parsons. A new SnapApp quiz was set in place last week (February 13) and early this week to support an advertising buy, and the site has already seen a 6% increase in followers on Twitter.
(Note: min and Defense Daily are sister publications from Access Intelligence, LLC.)
Entrepreneur.com attracted traffic in December with articles of great interest to the small business owner and for that matter anyone in business. Story links on the site that were most popular were "What to do if your business gets hacked," "10 Must-Have business apps for 2011" and Top 10 Small Business Predictions for 2012.
| December versus November 2011 Page Views and Unique Visitors |
| Business-to-Business |
website |
December PV 2011 |
November PV 2011 |
% diff |
December UV 2011 |
November UV 2011 |
%diff |
Source |
| AgWeb/Farm Journal |
agweb.com |
2,874,552 |
2,679,376 |
7.28 |
242,620 |
260,572 |
-6.89 |
Google |
| Aviation Today/Access Intel. |
aviationtoday.com |
168,720 |
213,710 |
-21.05 |
67,045 |
77,925 |
-13.96 |
Google |
| Big Builder/Hanley Wood |
bigbuilderonline.com |
14,662 |
29,279 |
-49.92 |
8,907 |
21,041 |
-57.67 |
Omniture |
| Broadcast Cable/Newbay |
broadcastingcable.com |
373,889 |
315,418 |
18.54 |
130,590 |
150,297 |
-13.11 |
Google |
| Builder/Hanley Wood |
builderonline.com |
615,162 |
627,152 |
-1.91 |
127,465 |
118,149 |
7.88 |
Omniture |
| Builder house/Hanley Wood |
builder house |
442,749 |
383,903 |
15.33 |
49,133 |
48,915 |
0.45 |
Omniture |
| cable 360/Access Intel |
cable360.net |
73,495 |
149,212 |
-50.74 |
31,262 |
53,319 |
-41.37 |
Google |
| Chemical Engineering/Access Intel. |
che.com |
124,364 |
129,455 |
-3.93 |
42,521 |
36,135 |
17.67 |
Google |
| CIO/IDG |
cio.com |
4,563,333 |
4,433,903 |
2.92 |
875,727 |
916,378 |
-4.44 |
Omniture |
| Computerworld/IDG |
computerworld.com |
6,945,526 |
7,804,872 |
-11.01 |
2,991,380 |
3,599,369 |
-16.89 |
Omniture |
| Concrete Construction/Hanley Wood |
concreteconstruction.net |
99,976 |
105,335 |
-5.09 |
47,057 |
51,791 |
-9.14 |
Omniture |
| CRN (Computer Reseller News)/UBM |
crn.com |
2,538,359 |
2,580,658 |
-1.64 |
718,293 |
1,036,632 |
-30.71 |
Omniture |
| Custom Home Online/Hanley Wood |
customhomeonline.com |
90,048 |
36,667 |
145.58 |
17,027 |
16,915 |
0.66 |
Omniture |
| Defense Daily Network/Access Intelligence, LLC |
defensedaily.com |
97,892 |
61,584 |
58.96 |
16,974 |
16,262 |
4.38 |
Google |
| Dr. Dobb’s Journal/UBM Technology |
drdobbs.com |
829,063 |
1,156,370 |
-28.30 |
452,312 |
586,591 |
-22.89 |
Omniture |
| Dream Home Source/Hanley Wood |
dreamhomesource.com |
1,409,855 |
3,996,010 |
-64.72 |
176,184 |
217,185 |
-18.88 |
Omniture |
| Drug Store News/Lebhar-Friedman |
drugstorenews.com |
208,098 |
225,394 |
-7.67 |
79,513 |
90,453 |
-12.09 |
Google |
| E Build/Hanley Wood |
ebuild.com |
177,444 |
212,909 |
-16.66 |
81,852 |
92,625 |
-11.63 |
Omniture |
| EcoHome/Hanley Wood |
ecohome.com |
112,238 |
111,949 |
0.26 |
32,493 |
34,072 |
-4.63 |
Google |
| EE Times/UBM Technology |
eetimes.com |
2,654,914 |
2,801,538 |
-5.23 |
635,543 |
697,256 |
-8.85 |
Omniture |
| Energy Daily/Access Intel. |
theenergydaily.com |
34,917 |
43,888 |
-20.44 |
6,332 |
8,564 |
-26.06 |
Google |
| Entrepreneur |
entrepreneur.com |
89,409,742 |
71,525,111 |
25.00 |
8,769,200 |
7,685,700 |
14.10 |
Coremetrics |
| Eplans/Hanley Wood |
eplans.com |
2,620,394 |
6,488,812 |
-59.62 |
324,455 |
386,164 |
-15.98 |
Omniture |
| Fast Company/Mansueto Ventures |
fastcompany.com |
11,626,899 |
12,644,578 |
-8.05 |
4,268,301 |
4,319,548 |
-1.19 |
Omniture |
| Inc./Mansueto Ventures |
inc.com |
14,171,017 |
18,389,080 |
-22.94 |
3,694,405 |
3,057,562 |
20.83 |
Omniture |
| Information Week/UBM Technology |
informationweek.com |
3,894,058 |
4,995,518 |
-22.05 |
1,741,267 |
2,169,997 |
-19.76 |
Omniture |
| InfoWorld/IDG |
infoworld.com |
3,466,011 |
4,194,735 |
-17.37 |
919,805 |
1,026,393 |
-10.38 |
Omniture |
| JLC/Hanley Wood |
jlconline.com |
571,094 |
555,611 |
2.79 |
140,576 |
152,854 |
-8.03 |
Omniture |
| Lawn Site/Moose River Media |
lawnsite.com |
2,036,861 |
2,129,372 |
-4.34 |
166,142 |
213,546 |
-22.20 |
Google |
| Minonline/Access Intel. |
minonline.com |
55,846 |
82,500 |
-32.31 |
26,929 |
31,333 |
-14.06 |
Google |
| Multichannel/Newbay Media |
multichannel.com |
457,199 |
601,148 |
-23.95 |
212,022 |
237,676 |
-10.79 |
Google |
| Multi Family Executive/Hanley Wood |
multifamilyexecutive.com |
71,434 |
78,368 |
-8.85 |
24,900 |
25,687 |
-3.06 |
Omniture |
| Network Computing/UBM Technology |
networkcomputing.com |
459,038 |
556,490 |
-17.51 |
296,462 |
354,544 |
-16.38 |
Omniture |
| Network World/IDG |
networkworld.com |
5,100,653 |
5,292,497 |
-3.62 |
1,223,942 |
1,520,123 |
-19.48 |
Omniture |
| Plow Site/Moose River Media |
plowsite.com |
2,509,322 |
2,320,218 |
8.15 |
138,299 |
154,892 |
-10.71 |
Omniture |
| Pro AV Online/Hanley Wood |
proavmagazine.com |
21,188 |
25,535 |
-17.02 |
11,404 |
13,558 |
-15.89 |
Omniture |
| PR News Online/Access Intel |
prnewsonline.com |
166,557 |
151,179 |
10.17 |
61,907 |
40,678 |
52.19 |
Google |
| Remodeling Magazine/Hanley Wood |
remodelingmagazine.com |
211,510 |
220,826 |
-4.22 |
74,252 |
82,951 |
-10.49 |
Omniture |
| Residential Architect/Hanley Wood |
residentialarchitect.com |
234,365 |
209,823 |
11.70 |
22,679 |
19,138 |
18.50 |
Omniture |
| Tech & Learning/NewBay Media |
www.TechLearning.com |
225,107 |
266,611 |
-15.57 |
98,932 |
120,713 |
-18.04 |
Google |
| TechWeb/UBM Technology |
techweb.com |
349,206 |
413,738 |
-15.60 |
55,622 |
48,756 |
14.08 |
Omniture |
| Tools of the Trade/Hanley Wood |
toolsofthetrade.net |
124,399 |
127,131 |
-2.15 |
45,497 |
47,174 |
-3.55 |
Omniture |
| Women’s Wear Daily/Fairchild Fashion Group |
wwd.com |
3,250,431 |
3,804,530 |
-14.56 |
569,376 |
573,476 |
-0.71 |
omniture |
Source: min data supplied by the publisher based by their source of metrix.
If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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