“What You Need to Know About Your Stats if You Want to Work With Brands on Your Blog” plus 1 more

What You Need to Know About Your Stats if You Want to Work With Brands on Your Blog

Posted: 06 Jul 2014 07:25 PM PDT

This is a guest contribution from Louisa Claire of Brand Meets Blog, a blogger outreach agency marrying brands with the bloggers who want to work with them. If you’re feeling a little overwhelmed by last week’s Partnering with Brands theme week, this might give you just the inspiration you need…

When bloggers start working with brands they tend to be full of excitement about the opportunities that come with it.

One of the biggest challenges for businesses is how to determine the ROI (return on investment) with bloggers. For every dollar they spend on marketing their business, they are looking for a corresponding return. Sometimes this comes in awareness and they will measure it based on reach only, other times they are tying it to sales. To work out the ROI they look at how many people they reached through blogging and compare that number and the cost involved with how many people they would have reached through traditional advertising or PR activity. We are also increasingly seeing agencies also compare potential blogger reach with how many people they could reach via targeted Facebook advertising.

The whole way it works is complicated and, to be honest, a bit nonsensical because unlike with traditional media where you can know how many people bought the publication but not how many people actually read the bit about your business, you can measure exactly how many people clicked on a link about your post, how long they spent reading that post and what they did after they read it (comments, clicked away, clicked on a link to the business etc…). And of course, with bloggers brands are not just getting eyeballs on them, but a personal introduction through a trusted voice.

Unfortunately many bloggers have bought into this idea that what matters most is the number of hits your blog gets. The holy grail of blogging is more people looking at your site today, than yesterday and seeing that number going up and up and up.

What I would like to suggest is that bloggers who want to experience success working with brands and earn a solid income from it, need to focus not on having the most people visiting their site, but the most relevant and interested people reading. If you can begin to understand where your readers and visitors come from, what they do when they come to their site and what that means about their interests then you can ensure you work with brands that fit not only with your own interests, but with those of your readers. Of course, having this information isn't just useful when working with brands, it actually gives you great insight into what is and isn't resonating with your readership generally – golden!

The impact of search

The amount of search traffic your blog gets from places like Google and Pinterest has the potential to significantly impact how you understand the nature of your blog readership and the influence your blog has. I think this is a big one given the recent rise of highly searchable industries like health and wellness, and of course, Pinterest.

If you blog regularly about things such as a meal planning, recipes, birthday party ideas, fitness, beauty etc… then you are most likely going to generate a solid amount of search traffic. Some bloggers might even find that a large percentage of their traffic is going to one specific post every day.

Let's look at some numbers to understand this: Let's say your blog has 50,000 users per month but 25% of your traffic goes to the amazing recipe you wrote about pumpkin and lentil soup. A further 25% of your traffic is coming to other posts you've previously written meaning that though you have 50,000 users a month only 25,000 are truly likely to see the latest post that you have written – that post you wrote for a brand, for example.

Now let's consider where those users are coming from – are they local to you or global? If you're trying to appeal to brands and advertisers in your country then the geographic location of those users will be really important.

Can you see how if you told a brand that you had 50,000 users that you might create a situation where the brand was disappointed by the results that came from working with you? If you had told them that you had 50,000 users overall but 20,000 that were relevant to them as a brand then they would have been able to go into the working relationship with you with appropriate expectations and likely have been delighted by the results.

There are a couple of other things you can take notice of that will give you the edge when working with brands.

Take the time to understand your Uniques vs Pageviews (or Users and Pageviews as they are now called in Google Analytics)

I think that bloggers are sometimes afraid of their stats – that they aren't "good enough" or need to be presented in the best possible light in order to be appealing. It's true that stats matter to brands, but it's equally true that many brands understand that a bloggers true value is in the personal connection they have with their readers and they are open, even eager, to understand how working with bloggers can help them.

The key point to understand when looking at your stats is that if you look at your pageviews in isolation you will get a skewed (but probably attractive) picture of your blog traffic and if you look at the uniques you will get an equally skewed (and what might feel like a less exciting) picture. The truth is that these two numbers hold a lot of information in them when you look at them together.

I've previously written a more comprehensive overview on the issue of Unique Visitors vs Total Pageviews which will help anyone struggling to understand the significance of these two numbers being view together.

Bounce Rates and Pages per Session

Bounces rates relate to how many people leave your site from the same page they landed on (ie they only look at the one post) and Pages per Session shows you the average number of pages that your readers look at when they visit your blog.

My experience tells me that bloggers with strong communities and influence have a high ratio of pageviews to users and sessions. That is people who visit their blog tend to look at a lot of posts while they are there – giving them a lower bounce rate and a higher page per sessions figure. If you're not getting at least 2-3 pages per session on your blog right now then my suggestion would be to stop focussing on increasing your pageviews and start putting some energy into increasing this number – not just because you want to work with brands but because you want to form deeper relationships with your readers.

If you've spent the time getting a good understanding of how your uniques and total views per month work and what your bounce rate is then you'll be able to give helpful information to brands that demonstrates your influence and value to them and I can tell you this, it will give you a great advantage when you start talking to potential brand partners.

Originally at: Blog Tips at ProBlogger

What You Need to Know About Your Stats if You Want to Work With Brands on Your Blog

Partnering With Brands Theme Week: Putting it All Together and Getting Started

Posted: 04 Jul 2014 07:48 PM PDT

You have decided to work with brands on your blog to create a little income. Congratulations! You’re joining hundreds of thousands of others doing that very thing, and more than likely having a great time doing so. You’ve read all the advice, and you’re keen to get started. Let’s put it all together and get the wheels in motion.

Step One:

Just like we discussed in the post about media kits, get your ducks in a row. So that means knowing what you and your blog stand for, what you’re comfortable monetising, and you’re in the right headspace to do so. It wouldn’t hurt to have a pretty slick About Me page, a page for potential sponsors and advertisers to find information (a “Work With Me” or “Advertise” or “Sponsor” page) and consistent branding across your social media channels. You can get a logo cheap as chips these days, and makes you look just that little bit more professional and ready for action.

Step Two:

Make a list of the brands you love and/or would wholeheartedly recommend to your readers. There will be times when you will be contacted by brands, but until that day comes, be proactive. Reach out to your favourites (remembering to make contact with people in charge of marketing, rather than generic email addresses or social media accounts, if you can) with your pitch and your media kit. You can specify what kinds of collaboration you’re interested in (Nikki discussed those here), or see what they have in mind. It’s always a good idea to go in with a few ideas of your own.

Step Three:

Reach out to brands, small businesses, or other bloggers and let them know you have advertising spaces available. Sweeten the deal with a 10% off if they sign up that month. Offer discounts for advertising packages (say, 15% off if they buy in three-month blocks), and let your newsletter subscribers (if you have them) and your social media followers know that you’re open for business. Maybe think about doing a swap deal with other bloggers so you both have some advertising spaces filled, which is always a good look. Re-read this post about what size ads work well, and where to put them. Have a look too and see if any of those ad networks would be useful to you (I know plenty of Australian bloggers who also use and recommend Passionfruit Ads), or go about installing Google AdSense to get your advertising off the ground.

Step Four:

Keep doing your thing. Write great posts from the heart. Participate in the blogger community. Be kind. Share your posts on your social media outlets. Share others’ posts. Chat to brands, and let them know when you’ve featured them. Get yourself on lists that are open to brands and PR reps looking for bloggers to work with. Enter competitions. Buy ads on other blogs. Stay true to yourself. Be passionate. Learn your craft. Value your reader. Blog like you don’t care about the money. Try not to get too caught up in the monetisation rat race. Remember why you started.

Step Five:

Once you have made the first forays into monetisation, by all means branch out. You might like to have a look at this post Darren wrote recently about how he makes his income (spoiler: it’s many different streams that roll into one river). The possibilities are pretty much endless.

Go! Do!

Originally at: Blog Tips at ProBlogger

Partnering With Brands Theme Week: Putting it All Together and Getting Started