Popular question-and-answer website Quora remains one of the most influential websites to help you (and/or your marketing team) build your brand and promote authority in a given industry. Here are three reasons why Quora should be on your radar…
Quora’s Q&A platform allows users to question, answer, and sometimes even alter the responses to questions related to virtually any topic or industry. It was co-founded in 2009 by Adam D’Angelo and Charlie Cheever, both formerly of Facebook.
Initially, Quora was mostly confined to the Silicon Valley scene but it soon expanded into the wider public sphere. Today, the knowledge-sharing platform has over 80 million users and attracts over 100 million monthly visitors.
From the inspiring (what are the most epic photos ever taken?) to the practical (what can I learn right now in 10 minutes that will change my life?), funny (what’s it like always being the smartest person in the room?) to philosophical (what is the meaning of life?), Quora relies on upvotes and shares to determine whose answers will feature prominently.
The variety of questions and answers on Quora creates a platform that is at once educational and entertaining, with many users spending real time and effort creating and sharing answers based on life experiences and informative research.
By asking and answering questions related to your industry, you’ll immediately be seen by a highly-targeted audience. Even better, your well-worded, informative answer can include a link to your website, driving traffic there, and thereby aiding its overall SEO health.
For example, let’s say you’re in the furniture business. A quick search of ‘furniture’ into Quora’s search engine brings up recent questions, such as: ‘what is the best wood for furniture making?’, ‘what is the most enduring style of furniture?’, ‘what are lofted beds?’ and ‘what causes leather couches to peel?’.
Even if you don’t have an authoritative answer to these questions right now, you should take the time to look over relevant topics and questions. The trick is to identify questions with lots of followers that have not already been answered to death. After all, there’s not much point trying to compete with a dozen expert furniture designers who have already written effective answers.
Once you’ve found a handful of questions you’d like to have a crack at, it’s time to write the posts. As stated earlier, Quora runs on an upvote system, in which answers that demonstrate expertise and expert insight on any given topic are rewarded. Quora even prominently displays professional titles to establish authority. This results in competition among answers and helps encourage knowledgeable users.
The great aspect of Quora is that, instead of simply saying how great your product or service is on social media or asking people to blindly click on your nicely designed ad, Quora enables you to really tell your story or demonstrate your company’s unique selling points.
A great method is to write a blog post in reply to a popular Quora question and then link to it as part of your detailed answer, which should also serve as a taste for what’s to come on your blog. This should generate click throughs to your website, which can have effective calls-to-action taking them down the marketing funnel if done right.
And the upshot? Popular/heavily upvoted Quora answers rank particularly well on Google and Bing, so even if your website isn’t ranking well at all, your Quora answer just might. Quora also partners with some of the world’s top media outlets (Huffington Post, Inc., Time) so the sky’s the limit in terms of exposure to truly great Quora answers.
The better your answers, the more likely people are to then click on your profile, follow you and directly ask about you or your business. Because your profile is likely to be the first thing that curious users will see pertaining to your business, you want to ensure it’s tip top.
Create a creative and honest presentation of who you are and your role within the business. Adding some personal details can help break down barriers and provide a good sense of the brand ethos and company culture.
After ensuring your profile is up to scratch, it’s time to begin following readers, colleagues, Quora users who follow industry threads, people who write about similar conversations and questions. This will allow you to see all their activity, and new questions to answer, on your profile.
Pro tip: When first signing up for Quora, opt to follow your existing Facebook friends and Twitter community. This gives you the bonus of writing tailored answers to them and also understanding what your core customers and readers are most interested in.
Like most of these platforms, Quora has a private messaging function. Make sure you keep your notifications on, in case potential buyers want to ask questions about your brand or business. It also adds the potential to message your followers. Note that users can choose to turn messaging on or off, so you won’t be able to message everyone.
Gain more Quora tips and so many other valuable marketing tips about everything from starting out in Google Analytics to keyword research in blog posts, at Relearn.
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