We do get asked quite a lot about the likes of Quora and Reddit, and whether they should be including in the marketing mix and strategy when it comes to working with clients – well, the answer is a yes and no. If you have resource available within your company to post, manage these kind of sites, then it can work for you, but if you don’t have the resource or time – then your efforts are best focused on other areas, like creating an audience resonating, quality content marketing strategy for your site.
What is Quora?
You may well have come across Quora when researching online, and unbelievably its been around since 2009, open to the public 2010 – a whopping 12 years, and yet, it still seems as though its kind of a new platform! Quora is a question and answer platform with more than 300 million monthly active users – where many use it like a “Wikipedia” style place to get answers to particular questions and queries. One of the positives, is that you can garner direct answers from people who feedback and help out, and their community of users are very active too. Nothing better than asking for help and getting some feedback/answer quite quickly (other than trawling through the SERPs or heading down a rabbit hole on YouTube – come on, we’ve all been there).
Where its not exactly a search engine, it kind of really is, but more of a social search engine as its a platform to gain answers or even insight to help with your marketing strategy, customers, UX, you name it!
Why Include Quora in Your Marketing Strategy?
Growing your brand awareness online can sometimes be time intensive, expensive and it can be hard to stand out – if you don’t have a budget for SEO or PR and maybe you’re a start up, or there are some bigger competitors out there, then you may find it hard to gain some traction. Quora has potential to grow your brand awareness, by getting involved and become a bit of a thought leader in your own niche/product/service area. We’ve seen some successes with smaller start up clients on Quora, where they were able to gain some insight into other competitors, product features, brand positioning and even pricing – as mentioned, the active users on the platform are really active and happy to join in the conversation…
Just like YouTube – Quora is filled (latest Google index count was 136 MILLION pages and circa 200 MILLION organic visitors a month) with so many areas, categories, that you can literally type in any question and choose from the results, it could be a bit overwhelming, but at the same time you can see how many questions there are and of course, answers! You can become a part of the conversation, or better still… start the conversation and review/answer/help with the answers that come from its users.
Quora also does very well for SEO and organic search – when people use the likes of Google to ask a question, a lot of the time a Quora will be present in the results (SERPs), which in turn can help any posts you add or answer to show up – which allows users to understand more about you, your brand and what you can offer or your expertise.
Using Quora as a Business?
When you start out using Quora, asking questions and answering is a great starting point for getting a feel for the platform – but the platform also allows you to add long form content too, where you can target questions at Quora users, topics and keywords – which is perfect for getting feedback and answers from its users (especially if they are in the same market area as your brand). There are options to run sponsored content posts/ad style question on Quora too, which makes it great for some survey style feedback and answers to question you may need.
Quora is also really great for discovering more around your audience types and what they could potentially be looking for when it comes to your product, services and brand. We’ve used it for supporting content marketing strategies and SEO strategies for our clients, where we crawl Quora and review some of the questions, which are included into the content marketing mix, to build out some wider targeting – its also really handy to review the answers to the posts on Quora too, as they can be included into questions on your own content (obviously, its best practice to link out to the original quote/response). There are literally 100s of topics to be able to follow too, from Warhammer 40k to football, to blowing up balloons – I kid you not, so its not like you won’t find something to follow on there…. and of course, engage with!
Some Quora House Rules, Well Kind of..
Choose Relevant Topics that You’re Interested in
Connecting and engaging with the right kind of audience is key – when signing up to Quora you get options to choose Topics to follow, there are literally 100s of them – if you’re not sure, then use the search bar and add in some topics of interest to you, your brand/product/service offering. Adding Topics to follow also means that you can jump in at the right moment to help answer a question – which can help show your expertise and authority in your market/topic area.
As there are so many Topics that you “could” follow, you don’t want to be overwhelmed, so start off small and see how you get on.
Its Not all About Me, Me, Me
As with all platforms like these, its more beneficial to help out and not a platform to try and plug your products and services constantly, think of it as “social help” – so try to help, answer and engage by sharing your knowledge. If there is a point in the conversation where you think your product or service can help then obviously thats a good time to signal them and inform them of what you can offer… but obviously just try to answer the question in front of you. If you want to be a thought leader on the subject, make sure to add in any links or stats and make sure that you can substantiate them too – we all know marketers are great at making stats up (happens all the time), if you do add a stat, make sure you know where it came from and its true!!
Which Questions to Answer and Help Out With
As mentioned earlier, with 130 Million pages, there’s going to be millions of questions and thread too.. you can’t answer them all, so make sure you focus on any questions that you know you can add a high value/quality answer as possible. Its all too easy to see something, jump in and get involved – but be selective in your approach, that way, you can start to build momentum and be seen more as a “helper” and thought leader in your area.
Quora Own Analytics – Reviewing Your Success/Performance
When you start off with Quora, posting your own questions or answering others and helping out, you can use your own Quora dashboard to review the analytics side of your interactions and engagement – quickly seeing if people have viewed your response, if you have any upvotes (to show if they agree or find your answer helpful), which in turn will push your answer higher up the page. You will get a better understanding of people that your answers resonate with, and of course, if they actually find them helpful. In the longer term, this can also help you to find out if certain topics are more suited to you and your knowledge.
Should You Add Quora to Your Marketing Mix?
If you have the resource and time to add it in, then its worth considering – as you can start to spread the word and get visibility online via the platform for your knowledge, product/service… If you start out on it and find that its gaining no traction at all, then there are lots of other areas that you can spend your time more productively on, like developing a robust content marketing strategy for your site.
You can use Quora to do some market research, ask questions and gain insight into problem areas for consumers for your product/service – you can ask questions about pricing like, “How much would someone be willing to pay for X product/service” – giving you some feedback, or finding out more about how consumers would feel about product features and so on. Don’t expect immediate answers, as its not a stand alone survey, but you can generate those answers over a given time period, which can help you shape your marketing strategy.