Guest post by Nikola Roza.
The digital marketing landscape has changed tremendously in the last few years. Both inbound and outbound marketing strategies have evolved significantly.
Between all the Metaverse developments and new web browsing privacy rules, digital marketers face many new challenges to appear in the top search engine rankings.
Quora marketing is a tactic many B2B and B2C marketers are using to build trustworthy and user-friendly brands online.
But how can a simple question and answer platform help to build a powerful brand online?
To explain, here’s a dive with this Quora marketing guide.
What is Quora?
Quora is, of course, a social question-and-answer website launched in 2010. The platform allows registered users from around the world to ask and answer questions. It’s a part search engine and part social networking site that can help you build a dedicated and loyal online following.
Since its launch more than a decade ago, Quora has become one of the leading websites in the world. According to Alexa:
- Quora ranked #208 in the global engagement traffic in the past 90 days
- Based on audience geography, traffic from India is most common with 29.6% traffic share, followed closely by traffic from the United States with 26.0% traffic share.
And based on a quick check in Ahrefs, the site gets roughly 130 million visitors per month; but Ahrefs generally severely underestimates site traffic numbers, so it’s safe to presume Quora gets 500+ million unique visitors per month.
Overall, Quora offers vast and still largely untapped potential to generate referral traffic and leads. Using the right Quora marketing strategies, marketers can get good results for their clients or companies in the coming years.
Why do you need to be on Quora today?
Whether you work in a B2B or B2C business today, you can’t survive without building a strong customer-centric brand. And that’s not possible with only sales-y promotional content.
A platform like Quora allows you to connect with your audience in an informative, neutral manner. You can answer your customers’ questions, understand their problems, and (very) subtly promote your services via your Quora answers.
Here’s how marketing on Quora can help marketers.
1. Brand building
Quora is an excellent space to build a brand image. It’s a public and free website where anyone can create a profile and start interacting.
Quora enables s you to establish a one-on-one connection with your audience, provide them value, and indirectly promote your brand.
Marketers can use Quora in multiple ways to build an authoritative digital brand, such as:
- Selecting topically related questions to answer so your business can easily address the Quora users (and your potential audience’s) pain points.
- Adding hand picked business-related keywords to your profile to organically build a connection between certain topics and your brand.
- Answering questions in such a way that you offer real value while also subtly promoting your business and nudging them towards your site (links to your domain are fine, as long as they are topically relevant).
Check out the Quora answer below to better understand how you can establish a brand there by providing expert answers.
This answer is non-promotional and on point. It successfully manages to highlight all the features of CloudTalk software and motivate readers to use VoIP software.
It’s craftily done and builds both trust with the readers and sales volume for the business.
2. Attract new clients
You can use Quora for free market research. As of March 2022, Quora gets over 697.3M visitors per month. It hosts millions of questions, thousands of active communities (similar to mini forums), and has a highly engaged audience. Study them and you may discover valuable insights about what people really want in your industry generally, not just on Quora.
To conduct Quora research, simply look for questions pertaining to your niche, learn what problems people have, and incorporate solutions to the crucial pain points you discover into your product or service.
This is much more effective than trying to guess what people want, and far less expensive than running focus groups.
Also, business representatives can answer questions raised by different users to establish brand authority and introduce their services to potential customers.
It’s a manual process that takes time to work, but when it does and once you have a strong identity and community on Quora, you’ll find your tribe promotes you organically without you having to ask them to do it.
3. Generate referral traffic
Quora can also be an excellent source of referral traffic. Every search engine indexes their content similarly, and because Quora is a high authority domain, it ranks highly for many of the keywords it’s indexed for.
By targeting non-competitive Quora questions that already rank highly for your industry keywords, you can get your answers to outrank those and build a steady stream of referral traffic for your site.
4. Understand your audience
Quora is one of the best platforms to understand your prospective customers and their pain points. By exploring the types of questions people are asking on Quora, you can better segment your audience into subgroups.
If you plan to implement account-based marketing strategies, Quora can provide valuable groundwork to start to understand your audience.
You can also gather relevant content ideas to publish on your website to get indexed for those keywords and attract relevant visitors to your blog.
5. Keep an eye on your competitors
Quora can be useful for competitive research as well. You can see how your competitors are answering questions, how they are targeting their Quora audience, and even what people are saying about them.
This knowledge can help you with your brand positioning on Quora. And when you see how your competitors are promoting their affiliate products, you can glean which products sell the best for them.
Six Quora Marketing Tips to Approach This Platform Like a Pro
Marketing your brand on Quora helps you boost your search engine ranking, build brand authority, and much more. That’s no longer a secret, which is why marketers are heavily investing in Quora marketing campaigns.
In this interview, JD Prater of Quora disclosed that 60% of B2B and 40% of B2C brands are now leveraging Quora ads. Global brands are already using Quora marketing to grow their businesses.
If you’re not already active there, here are a few tips that will help you get started with Quora marketing effectively.
1. Optimize your Quora profile
First, set up a proper Quora profile to establish your brand identity. Similar to other social media platforms, Quora provides several fields to better optimize your profile:
- Add simple but catchy credentials that will appear under your name on Quora.
- Write a clear, concise bio to help people understand who you are and what you do.
- Include multiple links to your website and most important landing pages.
- Under the Knows About section, you can specify your areas of your expertise. Quora only allows users to add five topics under this section, so carefully consider your expertise areas before selecting them.
To better optimize your Quora profile, select a few targeted keywords and use them in your bio. For example, if you are an expert at providing CRM software information, mention that in your Quora profile.
For example, here’s Neil Patel’s Quora profile where he clearly states who he is and what he does.
2. Target questions in your domain only
It may be tempting at first to answer widely different questions on Quora in order to establish your authority in as many areas as you can and maximally expand your reach… but that’s a rookie mistake.
Answering irrelevant questions is a surefire way to confuse both your readers on the platform and Quora’s algorithm.
If Quora algorithm can’t easily determine your area of expertise, the site won’t promote your posts and may even bury them so they never get found.
For example, if you’re an expert in Minecraft and Minecraft hosting, then you should answer niche-related questions that help gamers pick the best Minecraft host for their needs.
And you shouldn’t be answering questions about how to tend to a garden in the spring.
3. Write engaging answers
To get more upvotes and comments on your Quora answers, make them more engaging and interesting than the average fluff that readers find on the platform.
On Quora, one question is answered by several people, but only a handful of answers are worth reading, while most are pure drivel. Obviously, more thorough and interesting answers get more engagement on Quora, so try to make yours as authoritative as possible.
Here are some tips to get you started.
- Craft answers that are comprehensive but not too long. ~200-word answers are optimal for most questions.
- Write in a conversational tone that your readers can easily understand and relate to.
- Add relevant links and statistics to enhance your answers.
- Embed infographics, charts, and other images to make your answers visually appealing.
- Use proper headings, subheadings, and bullet points to highlight important information. But keep in mind that Quora offers limited formatting capabilities.
4. Edit like crazy
Once you have written an informative Quora answer, don’t rush to post it on your Quora profile. Sit with your answer for a few minutes and edit it like your next paycheck depends upon it.
Cross-check your spelling, grammatical mistakes, and facts you are stating in the answer. To establish a reputable and authoritative brand on Quora, avoid sharing any factually wrong, outdated, or poorly written information with your readers.
Getting called out for errors can damage your reputation on the platform.
5. Support your answers with evidence
This step is also linked to quality writing. If you are stating facts or statistics in your answers, cite a reputable source for the data. Always try to link your Quora answers to original sources because this will show you’re not pulling facts out of thin air, and you are truly knowledgeable about the subject.
6. Be genuine, helpful, and persistent
The best and final Quora marketing tip is to be genuine and consistent. If your answers are loaded with promotional content and links, they will not persuade people to hit that upvote button.
On Quora, people come to find relevant information and genuine answers. They are not interested in how good your product is and how they can use it. For that, they can visit your website.
Stick to providing helpful information in your answers. However, you can end your answer with a call to action (CTA) such as inviting people to listen to your podcast, read a blog post, or even join an online course you’ve built. This way, you can tell readers that they can find more information about the topic on your website.
Just be tactful while including your links in your Quora answer, to avoid looking overly promotional.
Similar to other social media platforms, you have to consistently post content on Quora and engage with your audience in order to build a brand.
You can’t ghost your Quora audience after posting a few answers. Regularly provide information to your targeted audience and follow up with them to build a strong community.
Quora Marketing FAQ- Your Questions Answered!
#1- Is Quora an effective marketing channel?
Yes, Quora is a great platform for marketing your brand today. It allows you to connect with your targeted audience, generate high-quality traffic, and build a strong online brand following. And it’s free!
#2- How much do Quora ads cost?
Quora ads are charged on the basis of specific billing thresholds. The first threshold is $25 and rises with each successful charge to $50, $250, $500, and $750.
#3- How do I start marketing on Quora?
Quora marketing starts with creating a business profile on the platform. After that, follow your services and knowledge base topics. Next, publish informative answers in your knowledge area and keep your audience engaged with high-value answers.
#4- Does Quora allow affiliate links? Is affiliate marketing on Quora worth it?
Quora does not allow direct affiliate links on their platform. Affiliate marketing on Quora is not worth attempting because the Quora moderation team has a way of finding these links and then banning the people who posted them.
#5- How Do I Promote My Website on Quora?
Unlike affiliate links, Quora does allow you to promote your site, as long as you do it in a relevant, informative way. Provide value with every Quora answer, and where there’s an opportunity, feel free to slip in your link.
#6- How Do You Get Clients on Quora?
First, create an excellent Quora profile with a powerful bio and links to your services pages.
Then do your best to provide a ton of value with your Quora answers. The more high-quality answers you write, the more likely a prospective customer will get intrigued, click through to your profile, and then visit your website.
That’s how you can generate new clients through Quora content marketing.
However, while getting clients through Quora is possible and will likely happen to you after you’ve developed a presence on the platform, it’s not realistically a sustainable passive income model.
Celebrate it when it happens, but always strive to diversify your income streams and ways you acquire new clients.
#7- Are Quora links helpful for SEO?
Quora links can provide referral traffic to your domain, but because they’re nofollow links, they’re useless for SEO.
Pro tip: Quora links don’t pass PageRank, but they’re excellent for link pillowing. Link pillowing is a practice of building nofollow links which make your link profile more natural and which “justify” the dofollow links your page has acquired.
The bonus here is that Quora links can also push referral traffic to your site.
#8- Can I use AI tools to write Quora answers faster?
The application of artificial intelligence is growing in almost every field, including writing.
Tools like Jasper AI, ShortlyAI, Quillbot and others are worth investigating and can be used to generate content faster.
And yes, those can be used to produce Quora answers in minutes—especially Jasper AI which even has a Quora answer template.
Ready? Start Quora Marketing Today! (Conclusion)
Use these eight tips to get started with impactful Quora marketing. From Quora profile optimization to writing informative Quora answers, this post has covered all you need to know about getting started with Quora marketing.
Let me know if you have any questions in the comment section below. Happy to respond!
Nikola Roza is an expert writer whose advice is worth paying attention to, at least occasionally.