Quora marketing is often underrated compared to marketing on other social media platforms like Facebook, Instagram, and Twitter.
While these platforms steal the limelight, they are slowly becoming saturated. And with over 300 million monthly active users, Quora is still an untouched goldmine for marketers.
In this article, we will walk you through the benefits of Quora marketing and help you with a step-by-step guide to getting started with marketing on Quora.
Quora is a community-driven question-and-answer platform that allows users to ask and answer questions on a wide range of topics.
The platform was founded in 2009 by Adam D’Angelo & Charlie Cheever (ex-Facebook employees). However, it was first set out for private testers and was later released to the public in 2010.
An average day on Quora accounts for 67,000 new questions and 198,278 new answers to around 300,000 topics. The platform supports Q&A in 17 different languages.
Besides, there’s no barrier to what you can discuss on Quora (except for some guidelines).
The queries range from “Who would win in a fight between Superman and Captain Marvel?” to “How to market on social media.”
Similar to Reddit, Quora relies on a credit-based upvoting system. The more people that upvote your answer, the more exposure it gets.
But unlike Reddit and Yahoo answers, Quora dominates the game with quality.
Quora users are highly educated, with 65% having a college degree and 28% having a graduate degree. Furthermore, every content on the website is user-generated and stays ever-green.
Moreover, the interactive nature of Quora enables businesses to engage directly with their audience, fostering meaningful relationships and building trust.
By actively participating in relevant conversations and providing ongoing value, you can establish a loyal community of supporters who become brand advocates and help amplify your reach.
Before we dive into the benefits of marketing on Quora, let’s understand why growing your business is important in the long term.
Importance of Business Growth
Businesses grow at their own time and pace depending on the industry, market conditions, and objectives they want to achieve. However, the long-term survival of a business is fueled by growth.
Here’re a few key reasons why growth is significant to sustain a business for many years. 👇
Businesses can increase sales, revenue, and profitability by expanding their customer base, entering new marketers, or introducing new products.
The faster they expand and grow, the more early benefit they can enjoy from economies of scale, decreased production costs, and increased profit margin.
Growth is important to gain an edge over the competition. It helps you get a better hold of the market. While also ensuring you have enough dollars to play pricing games with the competition.
Furthermore, since you’re growing better than others, you can negotiate better deals with suppliers, spend more on marketing, and hire top talent to run your business.
A business growth trajectory always looks like a rollercoaster ride. You never know when the good times will end. And therefore, as you grow, you get the opportunity and funds to spend on research and development.
Investing in research and development includes enhancing office culture, funding product innovation, researching untapped markets, and finding ways to fill the gap.
Positive Social Impact
Growing businesses create job opportunities, which in turn contribute to economic development. As companies expand, they require a larger workforce to support their operations, leading to more employment opportunities for individuals. This benefits individuals and their communities and contributes to economic growth and stability.
Benefits of Quora Marketing
Gain Authority and Become Thought Leaders
Brands can place themselves as an expert in their industry by answering niche-specific questions. Helping potential customers with their pain points and queries allows a brand to build trust among its audience.
Jason M.Lemkin, SaaStr founder and former CEO/Co-Founder of EchoSign, is a great example of someone who has really invested in Quora. He’s been a writer on Quora since 2010 and has written over three thousand answers on Quora. He is regarded as a thought leader in the startup industry, with over 77.5M views on his content.
Increase Brand Awareness
Quora has millions of monthly visitors, with 68.18% coming from organic searches. By being active on the platform, brands can catch a significant number of eyeballs. Besides, they might even rank on SERPs based on content quality (more on this later).
Reach Wider Audience
Quora has an amazingly segmented audience. With 63.90% male and 36.10% female, Quora’s audience base is dominated by 25 to 34-year-olds.
For brands that cannot expand their reach on other platforms like Facebook and Instagram, Quora can be the deal-breaker for them without spending a dime.
Even if you write the greatest piece ever, it doesn’t mean much if no one sees it. Quora allows you to repurpose your blog or website content into helpful answers.
Additionally, repurposing content as answers can benefit in two major ways:
Since questions already have a following, your answers get to the audience it deserves
Quora answers are more easily discoverable by search engines than blogs or website content
This way, you get more mileage from previously written content by sharing it to grow your audience and influence on Quora.
There are more than 54 million organic keywords indexed by Google on Quora. At the same time, the platform reviews 50 million+ organic search visits every month.
These stats are enough to define how creating content and marketing on Quora can indirectly help you get better visibility on SERPs.
With that being said, let’s see how to use Quora marketing to boost your business’s performance.
Getting Started with Quora Marketing
#1. Create a Quora Profile
Sign up on Quora using your Gmail account or connecting with Facebook or Twitter Accounts. Before starting with the Q&A, build up your Quora profile.
Your Quora profile is the doorway that will convert readers into brand advocates. Hence, the journey of Quora marketing starts with creating a well-optimized and contentful Quora profile.
To edit your profile, click on your profile icon in the top right corner next to the search bar. Then, click on your name from the drop-down menu.
From the profile section, write an interesting bio in the “Description” section.
Every time you answer a question, the first 50 characters of your bio will be viewable as a tagline just above every answer.
You can use this to do a bit of branding. Mention your brand’s name as close to the beginning as possible, and it’ll be visible in every answer you write.
Next, you can:
add your interests
add relevant employee, education, and location credentials
change your profile picture
add topics you love in the “Knows About” section
#2. Follow Relevant Topics and Users
Once your profile is complete, it’s time to search and follow relevant topics. Later on, your Quora feed will consist of questions from these topics.
To hunt for topics, click on the search bar and enter a keyword.
Quora provides you with instant suggestions on the keyword. Select a topic, and then you’ll see:
Related topics on the right-hand sidebar
Quora Spaces related to the topic
Most recent questions people have asked
Next, click on the Follow button beneath the topic name to stay updated with the latest activities in your Quora feed.
You can also find the best writers in your industry or about that particular topic by clicking on “Most Viewed Writer” section. Click on the (+) sign to start following them.
#3. Create Topic-Specific Bios
If your brand focuses on multiple niches, create topic-specific bios. For instance, you might have one bio demonstrating you as an SEO expert and one where you thrive as a web designer.
Whenever you answer a question about SEO, your bio automatically switches to SEO. Likewise, it gets changed when answering other topics.
And now, here’s what happens to my bio when I answer web design-related questions:
To get started with this feature of Quora, revisit your profile page and click the Edit button beside Credentials and Highlights.
Next, click on Adda Credential and select Topic from the drop-down.
In the next prompt, select the topic of your choice and write a short and crisp description.
Make sure the description is summed up in < 60 characters and contains only relevant information depicting your expertise on that topic.
Step #4. Finding the Right Questions to Answer
🥁… It’s time for some Q&A.
But how do you find the right ones to answer?
Here’s how 👇
Hit the search bar again and search for a relevant topic, like Artificial Intelligence.
Click on the red Answer button below the topic name to see questions related to AI. You can choose whether to take the question, pass it, or request an answer from someone else.
To answer a question, click on the Answer button right below the question.
When writing your answer, you can:
Tag other people, topics, and spaces by using the @ symbol
Upload images from your hard drive
Format text (bold, Italic, bullets)
Add a URL link with a footnote
Save your answer to drafts
Besides, try writing to-the-point answers. Ensure that your answer has links to relevant content, case studies, and statistics to demonstrate your thought leadership.
#5. Track Analytics
While you’re constantly writing engaging answers and trying to generate leads, you must be curious about the result.
Quora analytics is a built-in analytic tool that helps you gather insights into your content. To view analytics, click on the profile Icon > Your content & stats.
#6. Using Quora Ads for Marketing
Quora has several paid advertising options that can help you with specific business objectives, such as:
Next, enter personal and company details like name, website link, location, etc. Once your ad profile is set, create a new campaign and:
Set an objective
Define target audience
Place a bid
Businesses using Quora Ads have seen up to 4x higher conversions than other platforms.
So if you’re thinking of getting the most out of Quora marketing – Ads are your way to go!
Best Practices of Quora Marketing
Finding and Answering Relevant Questions
The success of Quora marketing relies on the questions you choose to answer. There are millions of questions and around 400,000 topics floating on Quora. However, not every question is for you.
To become a thought leader in your industry, you must find questions that stick to your niche and the problem you’re solving.
For example, if you’re marketing for a recruiting company, your target question will be around HR and the job industry.
To get the most out of your Quora marketing strategy:
Choose Topics that Fit Your Business: Look for topics that align with your business. Maybe a problem that your product/service solves. Or any question that you can answer with meaningful stats and case studies.
Choose Topics with Good Following: Every question is accustomed to people following it to get notified when someone answers it. At the least, look for questions that have more than 50 followers. The more followers, the more people are interested in answers, and the more views your answer can generate.
Find Threads with Maximum Votes: When browsing through Quora, you’ll see an Upvotes section under each question. Threads with a lot of upvotes often have the most views. If you give an insightful answer, it may get thousands of views a day.
Additionally, try answering new questions (irrespective of the follower count) if the question is highly targeted toward a problem that your product/service solves.
Understanding Your Target Audience
Quora is great if you want to gain insights into your target audience. The platform can help you discover their interests and pain points. Moreover, using Quora’s analytics dashboard, you can also discover customer demographics, what devices people use, and their geo-location.
Consistency is the key to success. The same goes when marketing on Quora. Being constant with questions and answers on the platform can help you develop more visibility. The more people see you, the better brand awareness you create. And the better chance you hold to stand out as a thought leader in your industry.
Use Proper CTA but Don’t Overdo It
Obviously, the core principle while doing question-and-answer is to help your audience. But remember, you’re marketing as well.
A good Quora marketing strategy involves answering questions with the right CTAs without being too obvious. In fact, 90% of top-performing B2B marketers put the audience’s informational needs first and sales and promotional content second.
Engaging in Meaningful Discussions
Whether in the real world or on Quora, you can’t convert potential customers into company advocates with small talk. Hence, try to have meaningful discussions with the users.
Make sure relevant stats and links back to your content. Gabriel Weinberg, the CEO of DuckDuckGo, is an inspiration when it comes to engaging in meaningful discussions, and the community rewards him for his efforts.
Using Quora Space
Quora spaces are communities that share similar interests. You can share content in the spaces, talk with other members, and answer their questions.
It’s just like Facebook groups. Rather a more enclosed version of it.
Quora allows space owners to specify that only certain members can contribute content and reply to questions.
Moreover, you can use Quora spaces to find people of your interest. Click on the “Followers” link underneath the space name, and you’ll get a list of people following the Space.
Lastly, Quora presents itself as a contextual and thoughtful platform. Even if you’re a marketer trying to generate leads, make sure you’re first answering users’ queries and not marketing your product first.
Few things you can do to not spam on the platform:
Don’t fill your answers with irrelevant links
Don’t use clickbait to trick users into viewing your answer
Don’t be too salesy and promotional
Embracing the power of strategic Q&A tactics and incorporating Quora marketing into your overall strategy is a smart move for businesses seeking to boost their online presence, generate leads, and drive growth.
The time is ripe to tap into this dynamic platform and position your brand for long-term success in the digital age.
So get started with Quora marketing today and see your brand grow with time.
Tanish is a digital marketing geek and a super creative writer. He has been researching, analyzing, and writing about digital marketing for 4 years. Before stepping in to the world of Digital Marketing, he was an engineer. In his free time,… read more
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