Have you used Quora before? Chances are, you've used it to look up an answer to a question you have, or maybe even to ask one yourself. However, Quora can actually be a really handy tool in your digital marketing strategy.
How does a Q&A site play into marketing?
Well, think about it. People probably have questions about your business's industry, right? These are questions that your business can answer as an authority. Providing quality answers to relevant questions about your company or industry can help your answers rank highly on the website. This increases reach to your profile, and in turn, your business.
Although business accounts are still in the works, Quora requires all users to verify their names and add a tagline for their expertise. This means you can put "Business Owner at Company Name", "CEO at Business," or whatever title you prefer.
Then, when you answer questions, you're increasing your own authority, as well as the authority of your business.
Let's talk a little bit more about the specific ways you can use Quora to market your business.
Quora allows you to pick and choose which topics you want to see in your feed. Based on the credentials you add to your profile, like employment and education, the site will send you highly relevant questions to your experience.
The site makes it easy for you because Quora wants high-quality, relevant answers to the questions asked on the website. So the site is going to send questions asked about your industry directly to your notifications.
However, you can also follow various topics to view an even broader amount of questions about your business and its industry.
As we mentioned earlier, Quora will feed you questions based on the credentials and tagline you've created for yourself. The more you fill out your profile, the bigger an authority you seem.
Be sure to add a profile photo, a tagline, a description of yourself and your experience, and all relevant credentials. You can also connect your social media accounts so that people can easily follow you on other sites as well.
To use Quora effectively for digital marketing, you have to find the right questions to answer on the site. You want to search for topics that are relevant to your business, as well as relevant to the topics you cover on your company blog. See if you can find questions similar to what you've already covered in your blog. This makes it even easier to answer questions with a high-quality, long-form response.
You want every response to include meaningful stats and data, real-world examples, and as much information as you can provide. This will help your response to get a large amount of Upvotes, which tells the Quora algorithm that people like your response. This, in turn, helps you to get a top response on the questions you answer, but it also provides a lot more authority for your profile.
When looking for questions to answer, you want to find some with a lot of Upvotes already. This is how you know it's a popular query, and therefore likely to get a lot of eyes on your response.
On the other side of the spectrum, though, you don't want to stick to only popular questions. Answering new questions early is a great way to show your authority as well.
Formatting is huge. Just like in a blog post, people don't want to read a wall of text in your Quora response. Break your response up into short paragraphs, use lists to explain your point, and consider adding an image to your answer as well.
If you've already covered an answer in a blog post on your company website, share that blog post within your answer. A good rule of thumb is to say something like, "I have covered this topic more in-depth here:" and link to your blog post, while also covering a brief synopsis directly within your answer.
This way, people can see directly in Quora that you're an authority figure that knows what you're talking about, will Upvote your response, and will also click over to your blog post if they're interested in learning even more.
Just like with any other platform you use for your business, you want to take a look at your progress and how your efforts are working. Your Quora profile allows you to view the analytics for each question you've answered so you can see how many people viewed your response, as well as how many people Upvoted your answer.
This helps you to understand the types of questions in which people are most interested and the topics that resonate the best with your brand. Analytics is always an important part of digital marketing, and your Quora strategy is no different in this regard.
Interested in learning more about how we can help boost your business with Quora? Contact us today, and we'd love to give you a run through of the platform and our processes.