Everyday Heroes: The Surprising Impact of Low-Klout Scoring Customers
Since its formation, Klout has been one of the most interesting creations of the internet: A website that scores people based on their general presence and visibility online, working feverishly to ensure that the scores listed reflect the true presence people have. However, customers with low Klout scores aren’t necessarily the people you should be avoiding when it comes to any kind of social media marketing…
More is Better, right?
If I share an advertisement with a million followers, and one percent of them share it to a million followers of their own, I could reach a whole lot of people… so it’s important for me to focus on advertising to the people who can help me spread my message, right?
These are the kinds of thoughts that destroy marketing campaigns – they’re sensible on the surface, but they’re simply not realistic as goals. Yes, a positive review from someone with an incredible Klout score can boost your business, but these aren’t reliable enough for any company. In short, it doesn’t really matter what kind of Klout your customers have – what you should be focused on is ensuring your own presence is broad enough to get things done.
The Average Fellow
Most people (i.e. your customers) are not concerned with having a major presence online. They might follow their favorite celebrities, share pictures of funny animals, and run several different social media accounts… but their Klout scores will be rock-bottom. This is why social media marketing should never, ever focus on trying to appeal to people with a lot of Klout – those people aren’t your customers. In fact, it’s probably better to just pay a celebrity or work with a promotional campaign if you want to deal with people who have great Klout scores.
Another thing to keep in mind is the general sharing habits of people with lower Klout scores. Most of them aren’t going to share comments or advertising from celebrities and businesses… but they’re definitely going to be interested in any material they think their friends and family will want to read.
In other words, people with low Klout are more likely to share your content, and provide the sort of personal referral that really makes a difference in your advertising campaigns. Even the best advertising campaigns have an extremely low conversion rate, so focusing on the methods that lead to the most conversions make more sense – it doesn’t really matter if you’re spending twice as much on targeted campaigns if you’re bringing in three or four times as many customers as before.
How much of an impact do people with low Klout scores have?
It’s difficult to understate the value of people with low Klout when it comes to social media marketing efforts. After all, these are the people most likely to buy your products, share your posts, provide valuable feedback about your operations, and generally ensure your success as a business.
So with that in mind, let’s step away from the nebulous scores of Klout. No algorithm is perfect, and they try hard to improve the accuracy of their scores, but there are things that are hard to judge. For one thing, numbers alone don’t reflect the quality or true value of followers… nor do arbitrary designations of worth for given companies. Even if they did, scores like these aren’t necessarily meaningful for your own business – having your messages reach millions of people doesn’t matter if none of them care.
Instead, try to focus your social media marketing on what actually works: carefully targeting customers and advertising to the people who are most likely to buy.