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How to Create a Quora Marketing Strategy for Your Business
For marketers looking to increase their company's awareness and reach a larger audience, there are enough platforms out there to do so. The challenge is deciding which platforms offer the best opportunities for your brand. But regardless of what industry the company falls into, one of the best platforms for expanding reach today is Quora.
And it works. Josh Fetcher built 7,000 followers on Quora over four months. That got him 2,000 new members to his Facebook group and 3,000 leads to his email list. I mean, why do you think Neil Patel writes over 2500 verbose responses to Quora? Because it works.
Read on to learn why it can be a valuable marketing tool for your business, plus seven tips to help you out your Get your Quora marketing strategy in motion.
Why should you have a Quora marketing strategy?
By this point, you've probably at least heard of Quora, even if you're not an active user. That's because it's now one of the most visited sites in the world.
Although the website does not provide updated information about its user base, it had 190 million monthly users as of April 2017 - up from 100 million in 2016.
But in case the potential audience alone isn't conveying the value of Quora, these are three of the most important benefits of using the website as part of your marketing strategy.
1. Position your brand as a leader in its industry
The basic premise of Quora is simple. Users ask questions and other users answer them.
Topics on the website range from parenting to computer programming to just about anything else that can come to mind - and the users answering these questions are often extremely skilled on the subject. Therefore, the website has become a contact point for users who want their questions to be answered by experts. For example, look at the qualifications of this user who answered a question about artificial intelligence.
His education and experience make him uniquely qualified to write on the subject - and this is the level of credibility that Quora users expect.
So when users search for information about their industry and find answers from your company, they will see your brand as an authority. This is especially true if you are able to achieve “top writer” status. This award is given to the authors with the most views on a particular topic.
As Mario Peshev explains, he was able to achieve the status of a top author in the WordPress category and over 1 million replies within a year. Earning this place has helped him increase his credibility on the website and further increase his views on the platform.
Quora top author status
While becoming a top author, especially on popular topics, is a demanding goal, it could be a worthy goal to pursue once you become familiar with the platform. This not only increases your awareness among consumers interested in your industry, but also positions your company as a leading company.
With the right approach, this can also translate into leads and sales for your business. By answering a question that was highly relevant to that target audience, he was able to establish himself as an authority - and then translate that authority into leads.
2. Generate traffic for your website
When answering questions about Quora, you can include links to your sources and other relevant content. For example, look at this answer to the question, “What's the best way to learn about stocks?
This user is the founder of a stock research company so they are certainly qualified to respond. His answer is just over 1,000 words and gives a comprehensive overview of what a consumer should know about the subject.
At the end, he inserts a link about his company with an explanation of how it might be helpful for a reader who wants to learn more.
If users found his answer helpful and are interested in using the methods he recommends, chances are they'll click on it. And if you are wondering if this approach is effective, take a look at the report on referral traffic in this online world after using Quora for three months.
Quora Referral Traffic (Image Source: This Online World)
That's over 2,000 sessions - after just a few months of answering questions on the platform.
3. Received mentions in other publications
If you're lucky, the reach of Quora marketing can extend beyond the site's user base. This is because more and more websites are getting their content from Quora. For example, a Forbes.com site search shows a lot of articles that originally appeared on the site.
Originally posted on Quora
To illustrate why this is so valuable, let's take a look at the second result from the screenshot above. Here, Forbes has republished author Howard Yu's full answer to the question "What business trends do you forecast for the coming decade?"
Quora link to the book
As you can see in the screenshot above, that answer included a link to the website of his book. To be clear, it's a nofollow link. Still, this is a free publication on a large website. When you consider how much it would normally cost to advertise on a website like Forbes, that is a huge asset to writing a Quora answer.
But as top author Nicolas Cole explains, the only way to achieve that type of success is by writing consistently on the platform. As early as 2013, he decided to write one answer a day throughout the year. It had a response for the first time in two weeks and received over 10,000 views.
In the same year it was featured in Inc Magazine, HuffPost, PopSugar, TIME, Forbes and Fortune and landed on the front page of Reddit. He also achieved top author status in less than a year and received several million views of his responses.
And all of this was down to one thing: consistency. So if you're looking for a “quick win” or “hack” to help you land on Forbes, there isn't one. The best thing to do is start writing and stick with it - and you may see what kind of success Cole has achieved on the platform.
7 Quora Marketing Tips
Quora has the potential to be a powerful marketing tool for your business. When done right, it can be one of your best sources of traffic and leads. And if you don't believe me, check out this report on Wishpond's recommendations on social networks.
References from the Quora network (Image source: Neil Patel)
With 9,872 sessions in just one month, Quora delivers the second highest amount of social contacts - only surpassed by Facebook. And the first step in achieving these types of results is just getting started.
Fortunately, it doesn't have to be difficult. As long as you are comfortable writing about your industry and the topics you have experience in, you can start answering questions. But if you want to make the most of your platform efforts, these seven Quora marketing tips can help you.
- Make the most of your profile
- Add relevant “knowledge about” topics
- Use the Quora ad platform to find questions
- Pick questions that are relevant to your target audience
- Write valuable content
- Install links where they make sense
- Suggest edits to top answers
1. Make the most of your profile
Before answering any questions, take the time to fill out your profile completely. Remember that Quora includes the first 50 characters of your profile with each of your responses. So if you want to increase your brand awareness, put your company name at the top.
For example, IMPACT's Bob Ruffolo uses the heading on his profile to mention both the company's name and what he does.
When one of his responses appears in users' feeds, they know immediately that he is the CEO of an inbound marketing agency. In this way, they tie whatever value they get in the answer to the IMPACT brand - and may seek more information about it.
Additionally, you should take advantage of the fact that Quora allows users to include links on their profiles. Author John Green does this very well in his profile.
Quora profile links
This short section explains who he is and why readers should care, and then provides links to all of the projects he is involved in online. So when you're writing your bio, be sure to include links to your company's website, your social accounts, and any other places you'd like to drive traffic.
Finally, complete the “Testimonials and Highlights” section.
This section does not have to be a full résumé, it should contain any education or experience relevant to the type of questions you will be answering.
2. Add relevant “knowledge about” topics
While completing the “What to Know” section is technically part of completing the profile, it serves a purpose beyond just illustrating the qualifications. As the name suggests, this section shows all the topics that you are already familiar with in your profile.
The topics covered here can also help you find relevant questions to answer. With this section down, you can start looking for keywords and topics related to your industry. Then you can see how many users have subscribed to each of these topics.
For example, look at the following results for the term “content marketing”.
Quora topics beyond my knowledge
In this case, almost 150,000 users subscribe to the topic. That means, if you can write a popular answer in this category, you can expect a pretty wide reach.
So let's say you choose to add this to your “Things to Know” section. When you're ready to write answers, you'll see a list of popular questions that are directly related to the topic.
This makes it easy to find questions that could be answered. And while you don't necessarily have to focus on topics with many subscribers, writing a few responses on popular topics can help make you stand out on the page.
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By filling out this section of your profile, you can spend less time looking for relevant questions - and more time creating helpful answers for other users.
3. Use the Quora ad platform to find questions
If you want to invest the time it takes to write useful answers, Quora can be a great way to drive traffic to your website. However, it's not always easy to really know how much traffic to expect from answering a question.
Fortunately, the platform offers some tools that can help you make accurate estimates. It should come as no surprise that Quora is one of the most visited websites to offer online advertising. These options can be extremely helpful in generating traffic from the platform.
As Aaron Doherty, WordStream’s director of lead acquisition, explains:
I am very fond of Quora. It's a new way of dealing with things. While AdWords is still the best source for quality leads, Quora is on the same scale. The fact that the content is created by the users and the responses are in real time makes it an exciting place for marketers to visit.
And even if you're not ready to start a paid campaign, you can still use the website's advertising platform to find new questions and get a rough estimate of their potential.
First, you need to create a Quora ad account and set up a dummy campaign. The Quora advertising platform enables companies to display their ads in a variety of ways. Question targeting is most helpful for research purposes.
When you get to the targeting section of your campaign, you select this option on the Primary Targeting tab.
Quora advertising targeting
From here you can see a dialog window in which you can enter a list of keywords. Add a few keywords related to the questions you want to answer. Then you see a list of questions about Quora and their average weekly views.
For example, look at the results for the keywords "finance" and "personal finance".
Quora - suggestions for questions
If any of these questions were relevant to your experience and had a relatively high number of weekly views, it would be an excellent opportunity to post a new answer. In that case, you could click the link to go straight to that question - then you can either save it to a list for later use, or get to work right away and write your answer.
4. Pick questions that are relevant to your target audience
When choosing which questions to answer, it is easy to get caught up in the questions that are most closely related to your own expertise and interests. And when those traits directly match the questions and needs of your target audiences, that's great!
But choosing the right questions often requires a little more thought. Because when it comes down to it, the primary goal of any content marketing strategy is lead generation.
Content Marketing Goals
Writing a helpful, detailed answer takes time. And for this time to be worthwhile, the strategy for the company must be to generate leads. That can only happen if the questions that the target audience is interested in are answered. That may sound obvious, but you have to keep in mind that potential customers and clients are likely to ask different questions than other experts in their own industry.
For example, let's say you are an accountant. You are likely qualified to answer complex questions about tax law changes, accounting technology, and industry issues. While your industry peers might find these answers interesting, consider whether your prospects would, too. After all, Quora isn't about impressing the competition.
Sure, answering a few more in-depth questions can help you establish your reputation within the industry on the platform. But unless you also answer the kinds of questions your target audience is asking, it's unlikely that this will add any real value to your business. So, if we stick with the accountant's example, it means you should probably better spend your time answering simpler questions on topics like taxes and payroll.
While these answers might not do that much to highlight your expertise, they are far more effective at getting your business in front of potential customers. And that will ultimately have a much greater impact on bringing you closer to your marketing goals like lead generation. So before you spend time composing an answer, make sure the question has the potential to produce the kind of results you want.
Therefore, when evaluating the questions, you should look out for the following six attributes:
- 7: 1 ratio of followers to number of replies.
- Lots of followers, but lots of bad responses.
- A question that can be supplemented with a personal picture.
- An emotional attraction. This attraction makes it easier to write authentic responses with engaging stories.
- Relevant for your offer according to your bio.
- A question with poorly written answers that are more likely to get yours noticed.
If questions with these properties are now identified, they can be saved by selecting "Answer later".
Quora - answer later
If you choose this option, the question will appear under the "Answer" tab on the Quora website. Alternatively, if you want to track additional information on the above attributes, you can use the Fetcher function and save the questions in a user-defined table.
Quora question table (Image source: Sumo)
This way, when one is ready to answer questions, one can quickly and efficiently select those who have the potential to produce the best results.
5. Write valuable content
Similar to content marketing in general, you'll only be successful on Quora if you add value to your readers. So when you browse and use the website, keep in mind that quality is much more important than quantity. Given the large number of questions users have already asked, it can be tempting to write as many answers as possible.
This is especially true if you approach it with the attitude that every new answer is a new opportunity to link to your website. But when it comes down to it, there is already a ton of content on Quora. Unless you're an expert in a niche industry, there are likely a plethora of answers to the most popular questions about the topics you want to write about.
So with that in mind, it's just not worth writing superficial content. Instead, focus on one question at a time and start by looking at the answers that are available. Your goal should always be to add something new to the conversation. If you simply repeat what other users have already done, you will be of no use - and your answer will likely be ignored. But once you've found a question that has few answers or a new perspective on a popular question, it's time to start writing.
If you're new to Quora, this could be intimidating. So, if you're not sure where to start, it's a good idea to spend some time researching popular responses on the topics you want to write about. This will give you an idea of the style and formatting other users like. And while one is by no means required to use the same approach as other writers, a general sense of what to expect can get you started.
Then, when you are comfortable with the general tone of voice, make it a point to fully answer the question. That way, you can be confident that you are bringing benefit to your audience - and not just wasting your time on superficial content.
6. Include links where they make sense
One of the biggest advantages of Quora is the ability to include links in the responses. This is a great opportunity for marketers looking to drive traffic to their websites. But in order to get people to visit your site, you need to be strategic about placing links. You can't just put links in your responses and expect readers to click on them.
Instead, explain how the linked content is relevant and what readers can expect when they click on it. For example, look at this answer to the question, “How do you track and track email?
Answering questions on Quora
If you're interested in the full answer, you can click the link above to read it for yourself. But to sum it up, this user has three strategies for creating a follow-up strategy as well as instructions for writing five different types of emails. This fully answers the question and is likely enough information for readers to begin creating their own follow-up strategy.
But at the end of the answer, this author also references an article on his company's website with 12 email templates.
Quora answer link
It is important to note that he is not pursuing an over-the-top sales strategy or telling readers that they need his company. Instead, he directs them to another highly relevant resource. In this way, interested readers can find out more about this topic on his website - and from there decide whether they are interested in the products of this company.
So when looking for ways to add links to your answers, it's a good idea to think beyond your own homepage or conversion-focused pages. After all, Quora users come to the site for information - not necessarily for new products and services.
In most cases, they will not simply click on a link to the company's website if they are not offered additional content that suits their interests. This means that if you focus on linking to information pages, the platform is likely to attract more visitors.
Select the resources on your website that are most closely related to the question at hand and consider how they might be of use to readers. Then explain these benefits before inserting your link. That way, readers will know exactly what benefit they will get when they click the link. The more clearly the benefits of visiting the website are made, the more likely you will be to do just that.
When adding links, it's also a good idea to include UTM parameters to analyze the results. If you use Google Analytics for tracking and measuring campaign success, you are probably already familiar with these URL parameters - and using them to check your results in Quora is easy. Google Analytics indicates that Quora is already showing up as a network recommendation, but if you want to narrow that down further you can use UTM parameters.
If you take a few extra seconds to add these to the links in the responses, it is easy to see if the responses are attracting visitors to the page - and if they are having an impact on marketing goals.
7. Suggest edits to top answers
In addition to writing the answers yourself, you can also edit the answers of other users. Simply scroll to the end of an existing answer and click the "Suggest Edits" button.
Quora - Propose Changes
This will open the answer in a text editor so that you can edit it as you wish. It is important to note, however, that another user's response cannot be easily changed without their permission - so any changes you make will first be sent to the user for approval.
In theory, the benefit of this approach is not difficult to see. Top answers to popular questions tend to attract a lot of visitors, so a link to your website in one of these questions would be an easy way to attract visitors.
But as you can imagine, getting another writer to accept your edits (and include your link) can be a challenge. Because if the answer is already popular on its own, there is little incentive to update or change it - especially if the only reason for the change is to have someone else come to your page.
So when trying to use this strategy, make sure that the edits really add value to the user's response. Work out a point, support their claim, or fill an information gap in a way that makes your answer more persuasive. If you intend to add a link, then use it as the source for the content you added.
But here too, you should only do this if the link actually contains supporting information. Most Quora writers will look through any attempt to add irrelevant links - and if you do that too often, you're doing your reputation on the platform a disservice.
Quora can be a valuable addition to any company's marketing strategy. And while there are many tips and tricks that can be used to improve your results, the key to success lies in having the platform's primary goal as a helpful resource to servenot to lose sight of it.
Don't just go ahead and spam responses to Quora, otherwise you, like Dave Hamrick, can be permanently banned. It's important to find a good balance when contributing content to third-party platforms versus your own website. Remember, once you publish the content on Quora, you no longer own the content.
As with many digital marketing strategies these days, Quora has to be approached with the goal of delivering real value to your audience. To do this, you have to do the following:
- The aim is to help the audience better understand the industry, learn more about the topics they are interested in, and achieve their goals.
- Write consistently.
- Make the most of your profile to tell users who you are and why they should trust you.
- Spend time choosing questions that have the potential to reach the right audience and drive visitors to your website.
- Include links where they make sense and with context that tells readers why they should click.
With this approach, you will be better able to establish the type of reputation you want on the website - and you will be more likely to get real results with your efforts. So with that in mind, it's time to get started! And if there are any other tactics or strategies that are particularly effective for you on Quora, let us know in the comments below!
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