As marketers, we all have to find a balance between a robust inbound marketing strategy and a spread that is too thin. Therefore, it is super important that we place our texts wisely. Maybe you’ve heard of Quora, but maybe you’ve written it off as just another platform to be managed with effort in exchange for a little in return.
Well, I encourage you to rethink that. Quora is a very underused platform that has great potential to support and develop your own marketing strategies — which makes the time and effort very worthwhile.
What is Quora?
Quora is a very social Q&A community. Since its inception in 2010, the platform has experienced a leap in its user numbers. Today Quora has over 1.5 million monthly visitors worldwide.
For marketers, this is a huge, untapped source of referral traffic and potential leads. With the right strategy, marketers can reach entirely new audiences and draw attention to their products and services, which can lead to a huge profit for their own company. For some marketers, using Quora has been shown to triple referral traffic for a reasonable investment of time.
Quora’s users develop profiles, ask questions to the community and share their know-how by answering questions from others on topics such as technology, social media, start-ups and venture capital.
Don’t worry, Quora is far away from questionable online forums. User profiles are reviewed, and the community regulates even bad content or annoying users by up- and down-voting posts itself.
10 Great benefits of using Quora as part of your marketing strategy
1. Quora helps interested parties to discover your brand
The Quora community is huge and consists of dedicated users who trust it as a source of reliable information, giving brands a unique opportunity to really engage with their audience. Providing answers to users’ questions and engaging in discussions on topics related to your business allows your brand to build its reputation as an authority and demonstrate its expertise. Once your brand has built a voice, you can begin to build trust with potential customers and guide them naturally to discover your products or services.
The community’s reluctance to accept superficial or self-marketing content means that marketers must avoid over-promotional tactics. Instead, they must contribute to conversations in an organic way. This should not be an attempt to sell products and services to users. Investing time and effort in real communication is worth it to bring qualified users to your website who trust you because of your credibility.
2. Quora’s contributions appear in the results of the search engines
Search engines crawl Quora communications. The Quora contributions appear in the results of the search engines. 1Search engines crawl Quora data to get the most relevant results for a given search query. Search engines crawl Quora data to get the most relevant results for a given search query. Bing generates Quora results in the social sidebar. Quora’s posts are also displayed as regular search results. So it’s possible that your answer to a question for a specific term is on the first results list of a search query. This is great news for marketers who are trying to promote organic traffic.
All the more reason to make sure your answers and input are relevant, and the occasional omission of a keyword or phrase won’t hurt. If Google’s algorithm considers your answers to be the best response to a search, your impact has doubled — on the Quora community and search engine users.
3. With Quora, you can learn more about your target audience
Quora does the work of a marketing poll, without the poll. It’s an excellent way to get specific details about your core audience by paying attention only to what people ask questions about and discuss. If the target audience expresses a problem, how can your brand be the solution to that problem? Your passive research can also help define your content-marketing-strategy. By focusing on what your audience is saying, you can create content that appropriately addresses their needs and wants.
4. Quora is great for brainstorming content
Are you running out of ideas for content? Quora offers endless opportunities to discover common topics and create targeted information that provides effective answers and solutions. By following the users and feeds, you can easily see which topics and content are important to the community. For example, a user asks a question like “How does social media help with search engine optimization?”, it’s an excellent invitation for a fast blog entry or a more robust E‑book.
5. Quora helps you discover the industry influencers and capture their lessons
You can use Quora to connect with influencers and prospects in a variety of ways. Start by viewing and following frequently viewed articles and users. Get involved by commenting on questions or answering questions. If someone might be a good advertising partner or brand ambassador for your brand, you can send them a direct message to reach them personally.
A search in the user profiles can also prove useful. Look for users with relevant bios and a high number of followers who ask or answer many questions. You can view statistics such as their previous impressions within the community and also retrieve and check links to their social profiles.
6. Stay on top of the trends with Quora
Once you have created a profile, you will track topics that are important to your brand to stay current. The trend feature in the sidebar allows you to follow popular topics quickly and to the minute. The posts with the most comments and ratings are displayed as you browse through the top stories in your feeds.
Once you’ve identified the main topics that are relevant to your brand, you can add your point of view to the conversations and transfer the topics to your other social media distribution lists.
7. Quora can be a tool for customer service and reputation management
It is possible that conversations about your brand or product are held on Quora that you are not familiar with, but which you should follow anyway. Search quickly for your brand and you might discover potential interested parties, as users often ask questions when they are looking for specific tools and/or advice. Produce authentic, informative answers to lure them into your sales funnel.
You will also be able to respond to any concerns your users may have about your brand, product or service. If a customer has a specific problem, take the time to enter the conversation and offer a solution. Every time you encounter a positive mention of your brand, you can express your gratitude and strengthen relationships with existing shoppers.
8. With Quora, you can build a thought leadership role
Many brands throw around the term Thought Leadership, but are not quite sure how to reach it. Quora can clearly help here. Quora’s unique forum allows brands to share their expertise in a way that a white paper will never do. Instead of trying to impose your knowledge on your audience, Quora allows you to participate in conversations that are already taking place in the room.
9. Quora can be a valve to expand your content
While we have found that self-promotion is considered taboo on Quora, this is not to say that you can’t share your award-winning blog posts or content with others in a hasty manner. The key is to only promote content that is directly related to a question asked or that adds value to the feed. Often the best responses are backed by data and/or reference material.
If your content marketing strategy is clever, create content that is important to users anyway, so that blog posts, articles, videos or infographics are not enforced to be shared. Advertise your content by framing it as a query. For example, if you wrote a blog post about how to write good email subjects, ask: “What are your most important tips for writing meaningful email subjects?
Or ask questions to create new posts for the merger. Ask users if they want to be featured in a blog post on a specific topic, and ask a series of questions to compose a post for your blog. They may even help you promote the finished post afterwards!
10. Quora is great for gathering competitive insights
Just like you can browse for your very own brand, you can also look for your competitors and see what they are up to, to market themselves. You can also learn how customers talk about your competitors. Start to investigate, listen and learn.
You may find a common theme or reason why customers preferred your competitors to you, and you can use that knowledge to improve your product or service. There may also be opportunities to repeat your unique value proposition when a user is in the critical decision-making phase of the sales funnel, and eventually persuade them to choose you. And even if you think you know your industry by heart, by listening to your customers you can discover emerging industry trends or opportunities before your competitors do.
Are you using Quora for your marketing strategy? What questions have you asked on Quora before? Leave your comments below!