The way in which customers respond to marketing and promotional communication has changed drastically in the past few years. This has obviously altered the way businesses communicate with their existing customers and prospects. Today, just shouting out loud about your products and services through different mediums available at your exposable is not enough. On the contrary, the noise might distant your customers from you. To attract customer attention, you need to showcase your knowledge, your ability to understand their needs and to fulfill them. One of the platforms that enables you to display your know-how and build trust is Quora.
What is Quora?
Quora is a question and answer service built with social media as its backbone. It was founded in 2010 by Facebook’s CTO and has seen a huge growth in its user base. Quora garnered around 1.5 million monthly visitors worldwide in 2015 while by March 2018 it got around 2.1 million visitors just in a day.
Quora can prove as a vast untapped source of referral traffic and potential leads for marketers. With the right strategy, marketers can reach new audiences and drive prospects to their products and services, resulting in huge returns for their bottom line. For some marketers, using Quora has proven to triple their referral traffic for a reasonable time investment.
The site has attracted high-level executives, journalists, industry insiders, and entrepreneurs, all eager to answer a vast array of questions for free. As a user on Quora, you can develop a profile, pose questions to the community, and share your expertise by answering others’ questions on subjects ranging from technology to social media to startups and venture capital. Quora user profiles are verified, and the community self-regulates poor content or disruptive users by upvoting and downvoting posts which makes it stand apart from other questionable online forums.
Quora is a highly underutilized platform that has great potential to support and grow your marketing strategy making it worth the time and effort.
So here are 21 reasons why you should consider Quora it as part of your marketing strategy.
1) Build exposure for your brand
Quora users believe this platform as a source of reliable information which provides businesses an opportunity to truly engage with their audience. Initiating conversations and responding to user questions related to your industry allows to build a strong reputation as an authority for your brand and demonstrate your expertise.
Once your brand has established a voice, you can build trust with prospects and guide them to discover your products or services.
2) Benefit from its wide platform reach
With more than two million daily visitors to the site, Quora is known as one of the highest quality user-generated content platforms. It is also available in five languages — English, French, German, Italian, and Spanish which further expands the global reach of this platform.
3) Get access to verified and authentic users
All the users are verified by Quora during the registration process. This ensures that the users are real accounts and prevents fake accounts. It in turns provides you with a real opportunity to have meaningful and relevant conversations with true prospects.
4) Quora posts appear in search engine results
Search engines crawl Quora data just like any other content in order to bring up the most relevant results for a given search query. Bing produces Quora results in its social sidebar, where Google shows Quora posts as regular results, making it possible for your answer to a question to be ranked in the number one result spot for a given term. This is a very important tool for marketers trying to drive organic traffic.
It, therefore, becomes all the more necessary for your answers to be relevant. If Google’s algorithm deems your responses the best answer to a search, your impact is doubled with the Quora community and search engine users.
5) Discover and connect with industry influencers
By keeping a watch over frequent posters and following them, you can connect with potential influencers and prospects in a few ways on Quora. It is possible to engage with them by commenting on their questions or replying to their answers. Quora allows to reach out personally to someone who seems like a good prospect or who might be an ambassador for your brand.
You can look for users with relevant bios and a high number of followers who ask or answer a lot of questions to discover prospects by conducting a search of user profiles. You can see stats like their all-time impressions within the community and even access links to their social profiles.
6) Know more about your target audience
Being on Quora is an excellent way to learn specific details about your core audience solely by paying attention to what people are asking about. It can work like a marketing survey without actually conducting a survey. A passive research can also help define your content marketing strategy.
By focusing on what your audience vocalizes, you can create content that adequately addresses their wants and needs. In case it is a problem that they are expressing, you get a valuable opportunity to establish how your brand can help them with a solution.
7) Sharpen your content creation skills
On Quora, you learn to write clearly, succinctly and to the point. This comes both through writing your own answers and in reading the answers from others on the platform. Overall, using Quora as both a writer and reader helps hone your content creation activities in general.
8) Tool for content ideation
Quora can be an excellent tool for ideas to generate content especially if you are running out of content ideas. It provides endless opportunities to discover common questions and create targeted content that provides actionable answers and solutions.
You can easily know what topics and content types are sticky with the community by following users and feeds. For example, a user posting the question, “How to design your business card for free?” is an excellent prompt for a quick blog post. Quora even prompts you with questions that might interest you.
9) New business or product ideas
With the access to various concerns and challenges of different users which are relevant to your industry, Quora can also possibly help you identify new business opportunities in your space. Once you have identified the market, you can then design products and services accordingly.
10) Be updated on the top trends
Once you have created a profile on Quora, you can follow relevant topics to get live updates on them. The trending sidebar feature allows you to quickly see popular topics up to the minute, and posts with the most comments and upvotes will be apparent when scrolling through top stories in your feeds. Once you pinpoint leading topics that are relevant to your brand, you can insert your point of view into the conversations and carry the topics over to your other social media outlets.
11) Tool for customer service and reputation management
It is quite possible that there might be conversations happening around your brand, product or services which you might not be aware about while you should be. A quick search can help you discover potential sales as users often ask questions on specific tools or advice. By smartly crafting an authentic and informative response, you can nudge them into your sales funnel. In case the user is posting about an issue related to your brand, you can and offer a solution.
You can strengthen your relationships with existing customers by responding to their positive mentions of your brand.
12) Source of warm leads
While it might not be advisable to use this platform with lead generation as a primary focus, the fact that most of the people are discussing a concern or an issue and searching for a solution, Quora can help you get potential leads which are warm for the strike.
13) Build your credibility as an expert
With the right answers and the right tactics, you can become a top writer with thousands of views and upvotes from readers and amass thousands of followers which can lead you to be featured as a top writer and build your credibility as an expert in your industry or niche.
14) Measure the result of your posts
It is possible to measure the results of your posts with analytics on Quora similar to how a blog would. This helps you know the sticky content and ensure you replicate them.
15) Amplify your content
While self-promotion is a big no on Quora, you can, however, share your blog posts or content in a relevant way by promoting your content only that is directly related to a question posed or that provides insight and real value to the feed. You can promote your content by reframing it as a question or ask questions to create new roundup posts.
16) Build thought leadership
Quora is an unique forum that empowers brands to share knowledge in a genuine way that a whitepaper never can. Instead of trying to force your knowledge on your audience, Quora lets you interact in your space. With Quora, it has become possible to build thought leadership.
17) Get competitor insights
Investigate, listen and learn. Just like you can search for your brand on Quora for insights, you can even search for competitors. This helps you understand how are they marketing themselves and how the users are responding to them.
It might provide valuable insight over why a customer is choosing your competitor over you which you can use to improve your product or service. There may also be opportunities to reiterate your unique value propositions when a user is at the critical decision-making stage of the sales funnel, and ultimately convince them to choose you.
18) A wide range of topics
People ask questions on almost every imaginable topic on Quora which opens up opportunities for a wide range of businesses and entrepreneurs to step forward and engage with people.
19) Evergreen content
Answers on Quora don’t disappear or lose momentum after a few minutes or days. They continue to garner views, upvotes, comments, and shares beyond the normal lifespan of a post on other platforms. Quora should be at the top of your list when building a content strategy for your business.
20) Build a positive brand perception even before the prospects connect with you
With consistency and quality, you can build an audience for your blog or direct traffic to your website. You can build credibility and trust even before the audiences actually visit you. With your ideas and experiences, you can have an impact on how people perceive and interact with your business, no matter if it is a niche service or a booming industry already.
21) Additional reach beyond Quora
You don’t need a large personal following to get started on Quora. Product features like the Quora Feed and the Quora Email Digest drive distribution of your content to interested audiences, resulting in more views for your content. Most answers on Quora can also be repurposed on your own personal or business blogs, increasing the ROI on the time you spend writing them.
Here are few main principles to be followed to ensure you are on the right side of your Quora journey!
- Put the value you provide to the Quora community first and foremost
- Don’t link back to your products and services directly – Self-promotion is a taboo
- Don’t feel you have to link back to your site in every answer you create
- Ask good questions – they are more important than answers
- Build a presence
- Monitor and engage regularly
All the best!
To learn a few more tips on improvising your business you can checkout our blog on “HOW HAS SOCIAL MEDIA IMPACTED THE WAY WE DO BUSINESS?“