Even though we tell you over and over again that quality is more important than quantity, and numbers don’t matter, it’s not true. We all want it to be true, because in an ideal world, the quality of your content would be more important than how many followers/readers you have, but it’s not.
Your numbers are your first impression, and many times they’re the first interaction that a PR firm or brand marketer will have with your blog. Sometimes it is the other way around; they’ll visit your blog and see the content, photographs, and layout first, and then do some research on your numbers, but I’ve found that most of the time, the opposite is true.
What this means is that under most circumstances if your numbers don’t reach a pre-determined threshold, you’ll be ignored. This happens (to me) all.the.time.
So what do you do if you don’t have the numbers you want to get the attention of the big brands? How do you make up for that to get more attention from brands and PR companies?
First, be realistic about the amount of traffic/followers you should expect based on how long you’ve been blogging and how hard you work at it. If you’ve only just started your blog, then maybe you won’t have 10,000 unique visitors a day, or 20,000 twitter followers. Also consider your niche and potential reach. If you write about a very niche subject, your appeal won’t be as wide as a blogger who has a more general reach.
If you’ve only just started, then slog on and focus on your content rather than your numbers. Once you’ve had enough time to really understand how you’re growing and get a feel for your niche and audience, then you can concentrate on increasing your numbers. Because even though numbers are important, you won’t get them without also having quality content.
Reach out to brands and companies you want to work with and send them your media kit with some ideas on how you can work together. Focus on what you can bring to the table OTHER than loads of impressions and eyeballs. Get yourself OUT there in front of as many people as possible. Be visible, establish yourself as an expert and don’t be shy about what you DO have to offer.
Focus on the positive
Bring more attention to your photos and content on your media kit than your numbers. I’ve re-done my media kit in pdf format using images and not so much text, which gives me an opportunity to focus on what I bring to the table OTHER than a lot of traffic or Facebook likes.
Also, really hone in on what makes you different – and accentuate the positive. Maybe you have a high conversion rate for affiliate sales, or CTR on google ads, or you’ve had great advertiser relationships; those should be your main focus in your media kit, not your unique visitors, or impressions if those are relatively lower. Display the stats that might not be so good in a smaller font, put them at the bottom, whatever it takes to highlight your more positive aspects.
Certain numbers have to be there, but you don’t have to bring more attention to them than necessary!
Also, on your site bring attention to collaborations you’ve done, articles you’ve written, where you’ve been featured, and anything you’re proud of at the top of your sidebar. This is also a great place for a photo and an “about” blurb.
I don’t have a lot of Pinterest followers, so I don’t mention them in my media kit or in discussions with brands. I do have quite a few twitter followers, so I always mention those. You should ALWAYS include your unique visitors, page views, and time on site in your media kit, but you don’t have to include all the social media platforms, especially if you focus more on some than others.
Overall, focusing on being the BEST you can at whatever you decide to do is the only way to achieve success. I'm honestly not sure HOW you can get your numbers (page views, unique visitors, etc.,) on par with some of the big bloggers because I think a lot of it is luck (being at the right place at the right time, being exactly what people want RIGHT NOW), and knowing the right people (how to get linked and featured). Quality content is a given, but beyond that, it's hard work and hustling.