How to Use Quora in Your Marketing Strategy: 3 Tips

Chris Christoff June 18, 2020

It’s common to hear about Instagram, Twitter, and Facebook marketing. These platforms are well-known for expanding business growth, generating leads, driving sales, and much more. And with three billion users on social media worldwide, it’s no surprise that these platforms can generate so much activity.

But marketers often forget about another social media platform taking users by storm: Quora. Quora is a question and answer platform where users can ask anything on their minds and receive answers from anyone willing to share their thoughts.

Quora is a great way for business owners and leaders to grow their audience, showcase their expertise, and increase sales. Around 59 percent of customers use social media as buying inspiration, which marketers can use to their own advantage.

If you want to use Quora to meet your marketing goals, here are three tips to help you get started.

Optimize Your Profile

For any social platform, your business must have an optimized bio. New visitors will lurk your account to see what you’re about, and if they can’t gauge that within a few seconds, they’ll bounce elsewhere.

On Quora, you can’t create a business profile; only an individual one. So you need to use a name and photo of someone from the company, preferably yourself as the business owner. If not, it needs to be someone who understands your brand and knows how to communicate with users on social media.

In your Quora bio, you’ll want to include a:

Name
Professional profile photo
Position
Company name
Short bio
Backlinks to your site

Quora lets you add links to your bio which is a great opportunity to lead users back to your site. You can link to specific blog posts or simply refer them to your homepage.

A straightforward, organized bio strengthens your credibility and convinces users to check out your site. Using every opportunity to build brand loyalty will put you ahead of your competitors and help you reach your marketing goals.

Research Your Target Market

Because it’s a question and answer platform, Quora is a great place to search for topics, learn what your audience is searching, and prepare the next phase of your content marketing. You can also spy on your competitors to see what they’re focusing on and how they’re tending to their users.

Around 25 percent of businesses say that creating targeted communication increases user engagement. And the only way to create a targeted campaign is to learn as much as you can about your customers and their needs.

Search for relevant, industry-related keywords in the Quora search bar. You can look for topics by:

Type: Questions, Answers, Posts, Profiles, etc.
Topic: You can search under all topics or only the topics you follow.
Author: Search by all authors or only authors you follow.
Time: Search according to how recent you want your results to be.

When you see a question or topic you’re interested in, click “Follow.” Now, you have instant access to that topic or question and can refer back to it when you’re ready.

When you rack up a healthy number of topics to follow, you can start sharing your knowledge and helping your target audience.

Share Your Expertise

If you want your audience to take you seriously as an industry leader, then you need to position yourself as one. Even if you’re new to the game, you still have a good chance of assuming authority if you show your skills and share your knowledge.

The best way to grow an audience that trusts your word is by providing solutions through thought leadership. When you search for relevant keywords and phrases, lists of questions will pop up from users looking for answers. It’s even better if they receive answers from relevant industry leaders.

While answering, take advantage of your unique brand voice and talk to users in a friendly tone. Using conversational language goes a long way, especially for a younger population used to casual talk on social platforms.

Adding statistics, images, and case studies to your answers increase your chances of building a following. Posts with images receive 94 percent more views as opposed to those with no visuals.

Answer questions that vary in traffic size and number of answers. It’s great to answer posts that already have many views, but that doesn’t guarantee yours will get the spotlight. Make sure to answer questions with little to no answers as well because this increases your chances of being seen.

Adding different elements makes your answers stand out, sets you apart from other brands, and leads customers to your profile. The more people you attract to your Quora bio, the more traffic you’ll drive to your site to produce more conversions.

Your Turn

Marketing on Quora doesn’t have to be difficult. Like any social platform, you need to know how people use it to find what they want. With enough research and optimization, you too can be a thought leader on the platform and grow your business.

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