Do you want to develop your thought leadership presence, earn authority in your niche, or simply create brand awareness? If you answered yes, then Quora is the way to go! In 2019 Quora turned ten years old! It is quite a powerful platform that helps you reach your brand’s audience. Quora currently has more than 300 million monthly users, and so, marketers are now looking at a variety of ways to reach out to them.
Just like any other social media platform, you need to have a marketing strategy in place. So, in this guide to Quora marketing, we first cover a few basics before we jump into the steps to set up your Quora marketing plan.
What is Quora
Quora is a platform that focuses on information wherein people can ask and answer questions. Beyond the basic ask and answer system, there are a few advanced aspects to Quora. Let’s have a look at some of these –
- You can target your question to a specific set of Quora users and ask them specifically to engage with an answer along with other users in the community.
- Just like LinkedIn, you can easily publish content on Quora.
- You can additionally search for specific questions or topics that are related to your business and follow them to receive notifications of new questions.
- You can also spend credits and increase the visibility of your question to get higher engagement.
Should you need a Quora Marketing strategy?
Hearing about a question and answer platform might not sound like an exciting addition to your social media marketing strategy. However, Quora is great at generating organic awareness, thereby improving your reputation and even helping you to learn more about your audience. So, you must make the most of Quora with the following –
- Wider reach: You can share questions and answers and have more than 300 million active monthly users. Quora is one of the best UGC platforms in the marketplace.
- Search visibility: The questions posed on Quora can easily search through Google. This is why your content remains evergreen and keeps driving traffic to your site when a query is trending.
- Thought leadership: There are so many high-profile writers on the platforms. With Quora, you can easily connect with their ranks and give your brand a boost.
- High-quality traffic: You can drive customers to your website by answering their queries and demonstrating how your product or service resolves their issues.
- Audience insights: Quora is a platform for real people who are in search of real and meaningful answers. If you help your audience get the support they need, they will invest in your products and services.
Steps to Quora Marketing
Step 1: Create your profile
Whichever social media platform you choose, you need to have a great profile. However, Quora is quite unique as you cannot create a profile for a brand, but mostly for individuals. Therefore, you need to also identify who in your organization will be posting those answers.
Quora only displays the first 50 characters in your profile as a tagline above each answer you give. So, it is a great idea to include your brand name or company name here. Readers can then easily see where you come from. In addition to this, your complete bio can also include clickable links @-mentions of other users.
You can, additionally, have topic-specific bios. You can mention your social media expertise while answering questions and your engineering expertise while answering questions on coding.
To create a topic-specific bio, click on your profile page, and in the right-hand side column, you would notice ‘knows about’ topics. Now, next to each topic is a link to describe your experience’. When you click on this, you can set a topic-specific bio. Also, remember to connect to your other social media accounts. Doing this helps increase your visibility and be found on Quora.
Step 2: Track relevant topics
One of the best ways to use Quora for business is to conduct research. You can learn about what people in your industry are currently interested in, track topics and have the questions sent directly to your mailbox. To follow a topic, type a keyword into Quora’s search box that you wish to follow.
Now, Quora will list down autocomplete topics and suggestions for you to explore. When you click on a topic, you will also find other relevant topics at the side. Click the ‘follow’ button to start following a topic. You can also search users to follow and be notified of their latest answers.
To ensure that you receive email notifications, go to ‘settings’ and click on ‘email & notifications.’ Here you can customize the frequency of the emails that you receive from Quora.
Step 3: Find the right question to share your answers.
Another aspect of learning to use Quora for marketing is understanding which questions to answer. There are millions of queries across the platform, and not all of them will deliver value to your business. Your aim is to show people that you expertise in a specific topic.
One of the best ways to find relevant content is to type a keyword in the search box. Once a list of questions has appeared, you can filter your search results based on the date it was posted. Filtering helps you focus on topics that are new, trendy, and relevant. It helps you gain higher visibility and adds your authoritative voice to new discussions. To build your Quora marketing strategy, you should consider the following –
- Choose topics that fit your niche: search for keywords that you have written about recently or a problem that your product or service solves. Any question that you answer with stats and case studies is great for social proof.
- Find posts with a lot of upvotes: When you browse through Quora, you will notice that there is an upvotes section under each question. Such threads with huge upvotes have the most views. So, if you add an insightful and valuable answer, it could get thousands of views in a day.
- Answer new questions: You shouldn’t completely focus on the most popular queries. If you want to show your authority in a particular niche, you should also aim at answering questions early.
Step 4: Answer the questions with passion.
Now that you have found the questions that are relevant to your niche, you need to ensure that your answers stand out from the platform. A simple one or two liner answer just won’t impress your readers. So, aim at sending across insightful responses with links that are relevant to the content on your blog, stats, and even case studies. These showcase your thought leadership. Your passion for the topic and the niche should seep through your answers. So, don’t be afraid to let your brand’s voice vibrate through your answers.
A great way to construct an answer is to pull out snippets from the content you have already created. So, grab a quote or an impactful line from a recently written article, elaborate on that and end it with a link back to your website where this article is hosted.
Additionally, if you have the sources, don’t hesitate to add graphs and charts to your answers. Visual representations help increase engagement by 323% better than simple text.
Step 5: Re-answer questions that you have answered in your blogs
You can also use Quora to repurpose content. When you do this, you essentially make your blog posts, and articles provide value long after they have been published. For example, let’s say that you have written an article with a lot of answers to a common question or problem.
Now, you can take that blog post and find questions that you’ve answered. You can then share your answers to the Quora questions, linking back to the blog post for details.
Step 6: Create a Quora page for your business
Just like other platforms, you can create a page for almost anything on Quora. This is a great opportunity for you to build a company page. To do so, you can search for your company’s name in Quora.
From the results page, if you don’t see it listed as a topic, then from the sidebar on the right-hand side ‘Add Question’ box and click the link to ‘Create Topic.’ You can now name the topic and add a description.
Once your topic is live, you can request the Quora community to leave a review. This is helpful for people who wonder if they should invest in a subscription to a service or engage with a company. This is also a great way to showcase social proof and testimonials to your brand’s Quora presence.
Step 7: Discover new headline ideas
If you were to run headline research on Google, you would simply type your keywords and run a Google search. Similarly, Quora’s search engine autocompletes your keyword search and is a great way to learn what people are talking about.
You can also filter your search results and see how people ask their questions about your chosen keyword, thereby helping you frame your content. The most popular questions and answers with the highest upvotes can also be a great way to find headlines for your next blog posts.
Step 8: Connect with other Quora users.
Quora is more than just a search engine. It is a social media platform. So, you need to be social with it. While you use Quora as a marketing tool, you should keep in mind the importance of engaging with potential leads and customers.
Like other social media channels, Quora also lets you communicate directly with other users. For a brand, this is a great way to nurture and grow your relations with customers. On Quora, you might even find people asking questions specific to your product or company. You can make the most by answering these questions through your business page or by asking your employees to do the same.
Studies have shown that 55% of people call brands to get a response or a resolution. And so, Quora is a great way to address your customer’s queries. Find people who are talking about you or your company and respond to them in a meaningful way. The more the value you add, the more engagement you get.
Step 9: Use Quora for paid advertising
Now that you already have a Quora account in place, you will note an ‘Ads Manager’ tab under the ‘Create Ad’ option in your profile. You can easily create an ad to get started. So, when you go to the ‘Manage Ads’ page, you can see your spending insights categorized into –
There are many ways to use Quora for marketing, but the best option for paid ads is conversion targeting. Quora’s conversion optimization campaigns use conversion pixels that allow companies to track the impact
Step 10: Monitor the analytics
Being active on Quora is a great way to build credibility and thought leadership. The more you answer, the more your presence and reputation will grow. However, you also need to understand the exact impact that your efforts result in. Monitoring your activities help improve the monetary return of your content.
From your Quora page, you can review all of the analytics for questions you have answered – the number of views, the upvotes, etc. Additionally, when you add a link to your answers, you can also measure the click-throughs it has received. Tracking your Quora analytics adds the most value to your brand.
Over you to now
Using Quora marketing in your strategy is a great addition. It helps highlight your position as a thought leader in the niche and drives traffic to your website, thereby building relationships with customers. There are many tricks and tips to help your presence on Quora, the most important is adding value. Provide answers that are helpful, knowledgeable, and your customers will always turn to you for answers.
Have you planned a Quora marketing strategy yet? Leave a comment below!