The Importance of a Demographic Survey for Your Media Kit
There are two main reasons why you should know your blog’s key demographics, for yourself and for advertisers. 
FOR YOU
Knowing your readers a little more can help you determine what topics you might want to talk about. For example: When I started my food blog, I did a lot of cooking from scratch type recipes that take time. They were great and well received but once I saw the results of my demographic survey, I knew that I needed to make a few changes. Over 50% of my readers are moms who work outside of the home and don’t have time to cook from scratch. I then decided to start sharing recipes that were fast, easy and usually under 6 ingredients. Once I did that, I noticed my numbers went up. And by numbers, I mean my traffic and subscribers both saw an increase.
So you can see, by getting to know who your readers are, you are able to make subtle changes that can make a huge positive impact in making your blog successful.
FOR ADVERTISERS
By providing advertisers with your demographics, they are able to decide whether their products/services will be a good fit for your readers. This helps them determine whether or not they should buy advertising space as well. Advertisers love demographics because they are statistical! HAHA, I made a joke. Okay…so moving on. They want numbers plain and simple and to see if working with you would benefit them.
THE DEMOGRAPHIC SURVEY
Some basic questions you might want to ask in your demographics survey:
- *) Age
- *) Gender
- *) Marital Status
- *) Education
- *) Family Income
- *) How many children
- *) Employment
Feel free to add any other questions that you think are appropriate but try not to make it too long. People are lazy and most often dislike surveys unless some incentive is included. Demographic surveys are anonymous and I encourage you not to do incentives because then you’ll rake in people who are not regular readers of your site(s). Your loyal readers will take the time to answer a few questions for you.
3 Resources to Create your Survey
These first two are paid for any responses over 100. Under 100, it’s free. They are very reputable companies.
- 1) SurveyMonkey.com
- 2) Zoomerang
And my favorite (because it’s free and I’m cheap frugal)
- 3) Google Docs
When in Google Docs, you simply click on New and then Form. Create your questions and go!
Demographics absolutely should be in your media kit. You will be helping your blog by learning more about your readers and providing advertisers good solid statistics that will show that you are serious about working with advertisers.
Coming from a company’s perspective, this information is invaluable when you are trying to get advertisers. The survey’s are super easy to set-up, as you mentioned, but can help you not only get advertisers but also engage your readers because you know who they are. Thanks!
Krista Parrys last blog post..Snowmamas and Mom It Forward Summer Vacation Giveaway
Thanks so much for this. This kind of information is great for newbies like me.
Elises last blog post..Only in a Woman’s World
Lori, I hadn’t even thought of this – definitely good information. I will have to use these ideas for one. Thanks so much!!
Andrea @ Mommy Snacks.nets last blog post..Menu Plan Snack: Week of March 2
Thanks for posting!
Stefanis last blog post..Funky Monkey Giveaway Winner
this is great info. Thanks for sharing
[...] gain event sponsorships. Mandi has posted an example of what your media kit should look like. And, Lori has written about how important it is to include a demographics survey in your kit. But, before [...]
I used Vizu.com for my last round of surveys. I was pleased with their services. I did a demographic survey recently (before I started hearing about media kits and what not) to help determine what my reader were like and what they liked to read about the most. I joked, “perhaps you’re not ALL 30-ish females, married with three children like me.” You know what? THEY WERE – with very little variation. It’s amazing what you can learn when you just ask. :)
Amber @ Classic Housewifes last blog post..Monday Meanderings
Great information Lori! You, Tara and Christine really rocked it out at Blissdom and I know you all know what you are talking about. I don’t know that I have been blogging long enough to put together a media kit just yet, but knowing the demographic of your readers is so important for other areas of growing your blog too. Thank you for sharing your smarts with us!!
Tia @ Tiasavingcentss last blog post..Kashi and Annie’s Home Grown
I’ve used Survey Monkey in the past and it’s an excellent resource, but now I want to try Google Docs. I’m all about FREE… :)
Stephanies last blog post..Great Gifts for Coworkers and Bosses
Thanks for the information. I’m not at the point where I think I need to find out about my readers, since I know that most are friends and family, but you never know!
P.S. Saw your picture in an AllYou magazine in an 11 Women ad. Congrats!
Annies last blog post..Work is a four letter word. Sleep is not.
I created a form using Google docs and my post appears blank.
Any suggestions?
valmgs last blog post..DreamBelly giveaway
Thanks, Lori :) Exactly the information I was looking for! ;)
Mummified Times Fives last blog post..Peek-a-boo!
Wow… great info! Thanks, Lady!!
SugarJoness last blog post..Bravo is the New Zoloft
I’m so glad that I found your blogs. Thanks for the advice. My only problem is getting a steady stream of readers on my blog…
Sieras last blog post..Look What New Food I Found
[...] going), I encourage all Buzz Cooperative bloggers to create demographic survey. Lori Falcon, of A Cowboy’s Wife, wrote a fantastic post on the how-tos and importance of creating and executing this type of [...]
[...] sponsorship Maximizing your blogging: having an organized Media Kit Creating Buzz for your sponsors The Importance of a demographic survey for your media kit Like it? Share [...]
Thanks, Lori! I’m realizing now how important it is to have a media kit and was looking for this exact type of information. :)
Deb – Mom of 3 Girlss last blog post..Wordless Wednesday #95 – The ‘gardens’ at Meijer Gardens
Great info- thanks so much! I am putting together my media kit right now and this will help me get the rest of the info that I need for it!
I’m just learning about the “media kit”. Thanks for the info, for sure!
Tracy @ Hall of Fame Moms´s last blog ..Busy being busy.