How does Quora Marketing generate leads and engagement?
November 22, 2018 Abhinav Dawar
The most important requirement of any business is consumer awareness and engagement. This is because if there are consumers are not aware of your products or services and not interacting with it, there would be no footfalls, and no chances of traffic turning to leads and conversions.
The issue, however, is that it takes a lot of effort to generate any interest.
So what is the way out?
Quora – for sales and traffic generation. As of September 2018, this platform, has crossed the 300 million user mark.
So, what is Quora?
Simply put, Quora is a social media platform wherein users ask questions and the real users provide the answers. The answers can be crisp one-liners to detailed observations, as per the nature of the question and the abilities of the user to address the query. Thus, you can either ask a question or answer a question asked by some other user.
Quora marketing asks you to choose a niche and start answering users’ queries to establish yourself as a trustworthy and reliable source of information. Answers should understand what the person asking the question is looking for and then formulate the content accordingly. There are several other similar platforms where you can create a presence by sharing your knowledge with people who have doubts and queries. This is a great way to drive organic traffic to your profile and with your answers, create links to your web pages.
By answering questions, you can interact with potential customers.
Why is Quora an Important Tool for Generating Traffic?
A. Quora gives a platform to communicate directly with customers. This means instead of using different platforms and creating contents accordingly, you just need to focus on one platform wherein you have to answer the queries of your target audience.
B. On Quora, customers initiate the conversation which means they are already invested.
C. Helps better your brand value and increases traffic to your website by more than 65%.
Generating traffic for any website is tough, but if the power of Quora is properly utilized, it can surely get the traffic which can help any business prosper and thrive.
Read how Techmagnate Used Quora to Create a Successful Campaign for a client
A campaign on Quora was run by Techmagnate for their client Bajaj Finserv Ltd. which attracted massive views using authentic and high-quality knowledge-sharing. The answers impacted purchase decisions of users on the platform and prompted them to click through to the Bajaj’s website.
By publishing strong, opinionated and thoroughly researched content Techmagnate helped get the client in the consideration set when users with purchase intent were researching on Quora. The trust resulted in increased referral traffic. Hence, driving “in-market” audiences to product pages on the brand website. You can read the details about our award-winning campaign here.
You Too Can Harness the Power of Quora
So, how can harness the power of Quora to increase your sales generation? Here are a few methods -
Create a Convincing Profile
Your company may have an already existing Quora profile but most probably it lacks credibility. It is thus essential to rebrand your profile and make sure you are providing comprehensive information to the users and not just promoting your company.
Part of creating a credible profile also includes having a profile image so that users are able to form an opinion of you. Also, for the most part, Quora will guide you through the process of creating a reliable profile.
Following the Right Topics
Simply put, following the right topics will help in knowing which are the questions that people are asking and this is the audience you want to target. The advantage here is that you do not have to search for the relevant questions. They will come on their own on your dashboard.
To follow the relevant topics, adhere to the following steps -
- Type the relevant topics in the search bar
- Click on the desired result with the word “Topic” next to it
- The above step will take you to the desired topic page after which you have to click on “Follow Topic” which will be available on the right-hand side
- Repeat the above steps for as many topics as you feel are relevant to your industry
Once this step is complete, Quora will keep informing you of the questions which are being asked on the topics you subscribed to. The more questions you answer from these topics, the more the chances of you engaging with your customers will increase.
While you may be answering a lot of questions, the only way your customers will trust them is only if you prove yourself to be an expert. On Quora, there are many ways of doing this, some of them are as follows -
- Have a profile picture
- Write professionally – to solve queries by providing statistics, sources, and references
- Explain why you are an expert by providing a brief description
Following these will help in getting more upvotes (similar to liking on Facebook) and help your answer be at the top.
Being Genuinely Helpful
To get the most followers you need to write answers which are meaningful and on topics they are familiar with. There is no point claiming that you are an expert on a certain topic and then answering as an amateur or a newbie.
If your answer has clarity and is able to fully address the query it will help build the awareness of your brand and bring in more traffic.
The settings of Quora are such that only those people who have opted to be contacted directly can be reached out. This can restrict the number of customers you reach out to. However, there is a way around it. This involves learning about their questions and target market.
To know this click on the “Followers” button of your profile page. Next decide whom you would like to ask a question, go to their profile and click on the “Ask Question” button to ask them a question.
The entire thread of conversation would be public and thus other people can also take part in it.
Using the analytics dashboard, you can see the number of upvotes, views, and shares you are getting. It is ideal that you keep checking it regularly to know how your topics are faring.
To access the analytics dashboard you have to click on your profile image and subsequently click on “Stats” from the drop-down menu.
Using Trackback Links
Trackback links are Quora’s version of backlinks.
What are backlinks? – They are links which link an external website to your website.
When trackback links are used on an answer, they tell Google that an external website trusts your website which massively betters your SEO. This does not mean that you need to unnecessarily stuff your answer with track backlinks but the idea is to use backlinks to your website in your Quora answers.
Thus, it must be remembered that the backlinks should be used tactfully as any unnecessary use can harm the trust you have built with customers.
Sharing the Popular Answers
As Quora involves only writing answers, there will be instances where some of your answers will do better than others. In such cases, it is essential to share that answer on social media platforms.
To do this, click on “Answers” on the left-hand side which will show you all your answers. From there you will get further options for sharing your answer and drive traffic to your website if a backlink is included.