How to include Quora in your marketing strategy
8th March 2022
Quora is a question and answer platform with more than 300 million monthly active users across the globe. For many, it’s the go-to place to gather insights and share knowledge in a way that allows you to get direct answers from real people, rather than wading through information that comes up via search engines. It’s not quite social media, and it’s not quite search, but it could still be an excellent addition to your marketing strategy.
Like any high-trafficking social media platform, there’s always the potential to grow your brand awareness by getting involved. When it comes to Quora, there’s definitely the opportunity to position yourself as a thought-leader or become an authority in a specific niche.
The questions you might find on Quora range from ‘how to start a business’ all the way to ‘how to make my cats get along’. Chances are, there’s bound to be something relevant to your business for you to put your 2 cents in.
But why post on Quora versus other platforms? Well, Quora is amazing for organic awareness because its content gets amazing reach, and a lot of visibility via appearances in google search results. You can also drive website visits from conversations on Quora, by creating leads from people who have a genuine use for your products or services.
Quora allows you to ask and answer questions, publish long-form content as you would with LinkedIn’s publishing platform, target questions towards specific Quora users, search for specific topics and keywords, and you can even spend some money to get your questions in front of more people.
As a marketer, Quora is like a gold mine for discovering more about your audience and what they’re looking for from your business. It also provides a guide on what content your business should be creating across other platforms and in general by looking at the industry-relevant questions that people are asking in the space. You can even follow topics on Quora to ensure that you never miss an opportunity for some really relevant engagement.
And not a walking advertisement! Approach Quora with the attitude that you genuinely want to help people, spread knowledge, and be informative. If it’s a really natural moment to recommend your products or services then so be it, but otherwise keep it to yourself and focus on purely answering the question in front of you. If you want to establish yourself as a thought-leader you need to be using statistics, linking to relevant content, and including quotes. Let your passion shine through your answers!
Following relevant topics will help you to engage and connect with your target audience - and faster! Following topics makes it easier for your business to find the best moments to join a conversation and show your authority.
In order to keep all of your answers high quality and as useful as possible, you need to be selective when choosing which questions to answer. Don’t be tempted to get involved just because you can say something. Save yourself for the questions that will be your bread and butter. Click are also measured when a user clicks on the preview of your response to read the full answer - so try to pick the questions where you can write a lengthy and detailed response.
Within Quora, you can view analytics for all questions that you’ve answered. You’ll be able to see how many people viewed your response and how many upvotes your answer got (people will upvote your answer to show that it was helpful, which will push your response higher up the page). This information should clearly show you which questions and which types of answers are found to be most valuable for other Quora users.