It all comes down to numbers. At least, in the marketing world, numbers indicate strength and the higher the following or rank, the more credible your blog will appear. You can have strong visuals and compelling editorial content, but without an audience, it's like talking to an empty room.
The two tools that most public relations and marketing professionals use to quantify the value of a website and/or blog are Alexa and Quantcast. With these two tools, a brand can get a better sense of a blogger's worth. Remember, from a brand aspect, a blog needs to have an ROI, a measurable result or return, in almost all of their outreach efforts. Having your blog on these two platforms and working to get better marketing numbers won't guarantee that a brand will work with you but it will make you more attractive.
What exactly is Alexa?
Alexa is a web monitoring tool that houses web analytics from across the blog.
What would you use Alexa for?
- Website monitoring
- Competitive analysis
- Market research
- Business development
Alexa will basically tell you how strong your website is in comparison to your competitors. For instance, take a look at this screenshot of Amazon.com's Alexa rating right below. You can see how Amazon.com ranks in various countries, what its top search queries are and more.
Why you should use it?
Alexa gives you an idea of what you are doing right and what you can do better. See how your readers find your site via search queries and what countries your readers are from. The one downside to Alexa? It won't give you straight-forward web analytics, like monthly uniques and pageviews. However, it will show you how your site stacks up to your competitors. If you want to be the biggest nail-art blog, see and monitor how your blog grows in rankage.
What is Quantcast?
A PR/marketer's close ally, Quantcast “delivers detailed audience data in real-time for all forms of digital media including websites, video, widgets and advertising campaigns.”
What would you use it for?
- Audience data
- Ad planning
- Measured traffic reports
Nothing gives you a more clear view of your site's traffic than Quantcast, other than Google Analytics but you don't need to share that with anyone unless you want to. This is an easy way to share site's health and also gives you an opportunity to learn more about your audience. Below is a brief glimpse at NYMag.com's Quantcast query. You can see their global and US stats as well as their demographics broken down into important segments. Those segments are not only educational but also help you with your ad planning. Should you target under 30 year old readers who make only 50K? Use Quantcast and see if your web's audience matches that segment.
Why should you use it?
It's one of the easiest, most direct ways to find how much traffic a website gets. It's just that simple. Unlike Alexa, this platform will show you actual statistics for monthly visits, both US and Global. However, if a blog or site isn't in Quantcast, it means the owner hasn't tagged the site. Meaning you won't be able to look at their information.