November 30, 2018

Why you need to start marketing through Quora

phone tucked into pocket indicating content marketing through quora

One of the primary goals of any content marketing strategy should be to converse with consumers, and address their queries on a regular basis. If you’ve ever searched the Internet for answers, you’d know that Quora is top dog in the business of attending to any and every question.

Put two and two together, and you have the answer to why you should be marketing on Quora.

But our argument is based on more than a few lines of reasoning. Let’s break it down for you:

1. Quora helps people discover your brand

Users trust Quora as a viable source of information since its ultimate motive is not to make a sale through them. Especially given the system of user upvoting, where a host of unbiased consumers selects the highest-rated answer.

With more than 460 million consumers in India alone, Quora provides marketers with a platform to candidly engage with their audiences. It allows them to answer brand-related questions that build trust and organically guide users to discover the brand’s products and services.

Moreover, given the constant outpour of information and consumers’ limited capacity to absorb it all, Quora serves as the perfect space for brand discovery. This is because your brand can provide concise answers that are easier to access than long-form options like blogs.

Kiip, a mobile advertising network, has used Quora to market their brand. Kevin Fishner, Kiip’s director of growth, explained that the ultimate goal was to “build our brand presence in the mobile advertising space while driving quality leads to our site.”

2. It boosts search result ranking 

A sizeable 61% of marketers admit that boosting SEO and organic presence is a top marketing priority for them. If you’re one of those marketers, you should certainly consider using Quora to drive organic traffic to your website.

Posts on Quora are some of the highest ranked in Google search results. Which is why how you contribute to the forum is what can make or break your brand’s popularity.

Therefore, ensure that your answers are relevant and only occasionally link back to your brand’s website, blog, or product page. You don’t want to put off users by (what could be perceived as) spamming.

Also, avoid providing a superficial response that doesn’t add value to the consumer’s experience only to share a back-link.

Do note, however, that the links you can share are no-follow links. But that doesn’t mean they won’t help boost SEO; back-links will still help increase brand awareness while driving traffic to your website.

3. It makes you the consumer’s favourite 

As a brand, driving customer engagement is an effective method to gain traction. You don’t necessarily need to spend huge amounts on conducting surveys with a tool like Quora at your disposal.

Answering questions with personalised responses and solutions is a great way to address and learn the needs of your consumers; your audience base will be able to bring you closer to what engages them. Learn to keep up with their interests, and your brand can stay relevant as it gains momentum on the forum.

After all, one of the primary goals of any content marketing effort is to establish the brand as a trusted and authoritative source on all that matters to the consumer. Establishing brand leadership on a platform like Quora will render it as a credible name that shares genuine knowledge on relevant topics.

Building leadership can be a daunting task because brands often stagger when it comes to nurturing a conversation. However, those that do nail their brand’s digital presence on Quora benefit from a well-rounded marketing strategy.

4. It keeps you informed and your content stays relevant

About 70% of readers say they would rather learn about new brands and products through branded content than traditional advertising. This means, as a marketer, you face the challenging task to continually think up new and relevant topics.

Trawling through Quora can help you generate innovative content ideas, zone in to common questions, and provide answers related to your brand. For instance, if there are a number of people asking the same question, you can leverage that query to create an actionable blog post, thereby asserting your brand value.

Quora is a one-stop marketing tool that saves you the trouble of finding conversation topics. All you need to do is successfully utilise it as you contribute to the forum.

And the best way to boost your brand presence in organic searches is by generating conversation starters based on the topics and themes found across the latest posts and trends.

You may be thinking at this point, ‘why not just invest in paid traffic than go through so much effort?’

Simply because monetised traction often can’t match its organic counterpart. For instance, the average click-through rate (CTR) for paid searches is 2-3% as compared to organic searches that offer a CTR of 47-57%.

5. It helps you gain marketing tips, tricks, and insights

You can’t continue to educate the consumer if you don’t learn along the way. And this educating and learning process often go hand-in-hand.

Let us try to understand this in the context of influencer marketing on Quora.

Influencer marketing is taking the field of online consumer engagement by storm. Studies indicate that 70% of millennial consumers base their purchase decision on the recommendations of peers and bloggers. Therefore, not tapping into this method of marketing can mean a loss for your brand.

The way of doing it through Quora is twofold, and goes back to the point about learning on one side and educating on the other.

By following and studying the activity of industry thought leaders on Quora, you can first learn about what works with the audience you want to target and then put out similar content shaped by your research and its logical spin-offs.

Consider marketing influencer Neil Patel. He has nurtured a following of over 10,000, who have gained his answers 1.3 million views on Quora.

Analyse his activity; study the responses of his follower base, the frequency with which he links to social profiles, and the conversations he frequently engages in. And then fashion your content marketing strategy accordingly.

Gaining insight through this method will ensure a marked improvement in your ideation, planning, and execution.

Putting in this effort means a well-rounded brand presence on Quora and more meaningful engagement with the consumer.

Win-win, wouldn’t you say?