Why Subscriber and Fan Numbers Don’t Really Matter

There is much made of subscriber/fan numbers and traffic. And I get that. I understand that if you have a large quantity of subscribers and readers, you are more likely to have someone interested in a particular marketing message.

But can I tell you a little secret? I’d rather have fewer readers of the RIGHT kind rather than a zillion that will never convert.

And that’s why it’s critical to understand WHO you want to reach. Who is most likely to have an interest in paying for what you have to offer? And where do they spend their time online?

I could personally spend a lot more effort on trying to build up my subscriber numbers among independent distributors. It would be pretty simple to do. And I certainly have an audience there. But it’s not who I sell my services to. (Although of course I have a ton of information that helps independent distributors, and I value each and every one of you.) The people who pay for what I have to offer are direct selling company corporate executives. And there are only a limited number of them in this industry. So while I may not have gazillions of subscribers, a great number of corporate executives read this blog. And they’re a lot more likely to pay for my consulting and salesforce training services.

Don’t get so worked up about overall number of readers/subscribers, etc. Instead, focus on making connections with the right people, the ones who will purchase what you have to offer. This strategy will pay off hugely for you as you market your business through social media.

Your thoughts?

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Karen Austin

February 3, 2011 | 12:21 am

Well said Jennifer. A nice reminder not to get caught up in the numbers game. This is a new arena and as such the rules have changed as well. Thank you again for keeping it real for us.

Jill Coleman

February 2, 2011 | 11:06 am

Thank you Jennifer. I often get caught up in the quantity and not the quality. Thanks for the reminder of focusing on the right customers.

Janette Stoll

February 1, 2011 | 11:53 am

Spot on, Jennifer! Big numbers are perceived as social proof and good on some level. But in business, like you, I prefer to look at the quality of my subscribers rather than quantity. There are plenty of people that blog for fame but not much to show as profit.
At the end of the day, you have to be selling something, whether it’s a product, service, book, consulting, and so forth. In essence, what is your conversion ratio?

Great read!

Janette Stoll
http://www.marketingdirectsales.com

Tim Haran

February 1, 2011 | 10:56 am

Hi Jen,
Great point! A lot of times we get caught up in sheer numbers as well (we make a semi-big deal about reaching certain milestones). Of course we like to see growth as a way to gauge whether what we’re doing is working. But you’re right: I would much rather have a few truly engaged readers (who digest our content and interact with us) than thousands who click “like” and never participate in the community we’re trying to create.

Plus, it’s more fun when we meet these folks in real life and we feel like we’ve already built a relationship with them (and they feel the same).

Thanks,
Tim

Shirley Mast (CMC)

February 1, 2011 | 10:28 am

Jen, funny you should post this today. I’ve been thinking about a company who could use your help. I don’t know if THEY know that they need your help, but it’s worth a try, right? I’ll be sending a FB message to you.

Cindy Seipel

February 1, 2011 | 9:05 am

You are absolutely correct, but there is still that ‘beginner’s envy’ that I know I feel when I see people with a big ‘fan base’. People seem to get absorbed in their numbers, hits and subscribers. Maybe it has to do mostly with egos. But, as you said, if you’re not reaching those who will appreciate, need and purchase your services, then you’re just calling out upon deaf ears. I often wonder about the effectiveness of networking – although you get your name and face known, they are fellow small business entrepreneurs without a regular cash flow, so are not likely to utilize my services because they feel they can do it themselves for ‘free’.