Why marketers should use Quora

Using Quora…

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!

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Nora Holtmann is a passionate platform hacker: She loves to discover new platforms and explore their technical possibilities for new businesses. Her specialty is developing new digital business models for social media platforms and reporting on them in books and blogs. That you are reading about her here is the best proof that it works. As a lecturer, she trains online marketing managers and helps them to develop creative opportunities for their companies. Her passion is traveling. When she is not traveling with her backpack, she travels the world via the internet. This way she has made contacts all over the world. She lives in Berlin and also loves to travel culinary to the countries where she is currently mentally active (currently China and Korea are on the menu). Nora Holtmann can be booked for lectures and seminars. Also check out her books on Amazon!

5 thoughts to “Why marketers should use Quora”

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