@Thedomyou posted up thread about the As Ever website traffic breakdown, really interesting stuff.
Your question about the Salesforce traffic going into referral, I think could well be email traffic that hasn’t been set up correctly for tracking in Google Analytics - it doesn’t make sense that the email traffic would be as low as it is given that all her super fans will be on the mailing list - I’m assuming they are still doing regular email marketing.
the drop in site traffic is a huge concern for her, particularly given that she is still releasing new products - it shows organic interest is dropping, and that rate of drop off is extremely quick if she’s 50% down in traffic in October compared to July.
I suspect she’s too arrogant to think she should invest in marketing and that the brand should stand on the strength of her name alone. Certainly she has been able to exploit “free” advertising so far in the form of PR and social media, but it’s not a long term strategy if you want to build a brand that can stand on its own two feet, rather than just fan base merchandise which is what she has now. Mind you, I suspect she’s not making the margins she would want out of the business as it is, so I imagine further eating into her profits by spending money on advertising is very unpalatable to her.
The way things are going, I wouldn’t be at all surprised if As Ever was quietly discarded by some time next year.
Has anyone seen any reviews of the new candles / wine?