Founded in 2009 by Adam D'Angelo, the former CTO of Facebook, and Charlie Cheever, an erstwhile Facebook engineer, Quora, the popular Questions and Answers site, has recently reached about 100 million monthly unique visitors.
The beauty of the platform is that it allows thought leaders to answer crowdsourced queries thereby establish their authority among the members in the rapidly growing community.
From Silicon Valley to Hollywood, the uniqueness of the platform has attracted many renowned professionals from various industries, who personally answer questions from their followers, adding to its skyrocketing popularity.
Is Quora an Effective Marketing Tool for Businesses?
This is a million dollar question.
Technically, Quora is a great forum for knowledge sharing – your answers benefit other users just as their answers benefit you. Unlike many other social networks, it's not a sales funnel or lead generation tool.
As Tyler James, co-Founder, Conversated Media puts it, Quora is not a place for business development and cold calling. But it does open the lines of communication when you genuinely engage with other users with the best intention to help them out.
Therefore, businesses have to invest in building their authority on Quora which eventually paves the way to lead generation.
Being the epicentre of curiosity, Quora offers businesses potential opportunities to create a niche for their brand and leverage it to spread awareness about their products and services.
So, how do small and medium businesses generate leads and boost sales through Quora?
This guide is based on the assumption that you have a profile on Quora and you are fairly familiar with the features. If you are not, I highly recommended you read this guide by Kristi Hines.
Let's explore the secrets…
Create a Great Profile
If anyone wants to learn more about the secrets of your authority, they will visit your profile. Your profile should be exhaustive enough to offer ample information about you and your business. Encourage others users to follow you on Quora by using Quora Follow button on your resources page.
Follow topics related your niche. Participate in those topics actively by offering insightful answers and asking intriguing questions. While answering questions, try to cite sources of your claims – whether the links from other sources or your own website. However, resist the temptation to spam or promote yourself. More often than not, the best way to promote yourself to the community is to answer them authoritatively.
Reach Out to Followers
Quora's robust analytics features allow you to see how many people viewed your answer and profile of users who are following the question. This enables you to reach out to each follower and engage with them to discuss potential business opportunities.
Share Best Answers
Quora allows you to share your answers on social networks such as Facebook and Twitter. By sharing your expert answers, you can get more exposure across social networks and boost your brand authority further.
Connect with Leaders/Influencers
Look at the top answers on topics related to your industry. Make a list of users who follow similar topics and connect with them. This is a great way to getting noticed by the people who matter most to your business.
Explore Trending Topics
Try to explore the kind of questions and answers that get most views and engagement on Quora, and then strive to create better question patterns for more engagement from other users.
Leverage Trackbacks for SEO
Quora sends you a trackback every time someone cites sources of your website or blog. This strengthens your SEO and helps your search engine rankings.
Moreover, Quora is appearing more often for various long tail and conversational search queries these days. So, building an authority on Quora could help your answers appear on search engines creating more opportunities for you to generate more leads.
However, remember to offer value while leveraging the trackback utility for your SEO. While you can ask the community for their feedback on your blog occasionally, you're more likely hurt your brand reputation than boost it by spamming on a reputable forum like Quora.
Quora is a great way to establish your brand authority and engagement by offering useful information to your prospective customers. You need to invest in building a reputation that will pay off in the long turn. It requires a lot of patience and strong articulation skills.
In short, if you want to generate leads, establish leadership.
What are your ideas on engaging proactively with users on Quora? Would you like to share any tips that have helped you in the past?
About The Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter:@sushantsahoo