How To Leverage Quora To Build Your Brand
A good branding experience is made of a lot of ingredients. Besides having a great product, you need a signature aesthetic, relatable values, active customer support, and much more.
With digital media overtaking the traditional word-of-mouth advertising and offline communication channels, you cannot ignore the opportunities that are available online to create an unforgettable brand.
With online platforms, brand owners can get a first-hand experience of how the brand is being perceived by the target audience. You can not only drive digital conversations by plugging your brand with trending topics but also enhance the brand image by taking a stand on relevant topics to highlight your brand’s values.
When it comes to digital channels, most marketers and business owners look to harness the power of social media to engage their target audience and enrich brand propositions. Undoubtedly, almost every one of us is busy posting, liking, and commenting on these platforms, hence, the need for every brand to have a strong presence on these channels.
Through social media, brand owners can resolve customer concerns, build loyalty, and ultimately provide a great experience. Social media also provides a great platform for brands to get their target audience to have a say in what the brand stands for. In other words, the benefits of having a social media presence are many.
But in the information age, one is always seeking answers to myriad questions that arise out of our everyday life, and often people seek answers from someone who’s solved that specific problem. That’s why Quora has emerged as the preferred platform for inquisitive minds to hear from others on stuff they’re intrigued about.
Why should Quora be a part of your marketing plan?
With an approximate time spent of 4 minutes per user, Quora has one of the highest engagement rates across the world. About 3/4th of Quora’s traffic comes from mobile devices, which means your brand can test a user’s mobile experience by getting their attention.
People visit Quora to share their knowledge and learn more from others. And the reasons for a user to be present on Quora are very diverse. Users come to Quora to read up on their favorite topics, evaluate products, conduct research, learn about the world, share stories, be surprised, and engage with different communities.
As per many reports, Quora also has a high percentage of mid and high management users in decision making roles. What this means is, your brand has a high chance of getting B2B leads and partnerships by being active on Quora.
What do you need to get started on Quora?
To build your presence on Quora, you need two main things:
1. A great website
To do any kind of marketing activity, you first need a solid foundation and that starts with your website. This is not just about how great the UI is and how smooth the navigation is--it’s also about taking care of the little things such as your domain name. With thousands of meaningful and interesting choices, you can give your brand a great moniker that helps it stand out. For example, a tech website could be on .TECH, an online store could use a .STORE, co-working spaces, or creative agencies could opt for .SPACE.
2. The right knowledge
Your target audience is smart. They can tell when you know something and when you don’t. So, make sure you stay updated with the latest trends in your industry and have knowledge about important concepts. That’s what makes you a subject matter expert.
Here are 8 ways you can leverage Quora to build your brand.
1. Precision and contextual targeting instead of spray and pray
Gone are the days when you could get leads and engagement through mass distribution of marketing communication. Now is the time for placing your ads precisely and within the right context to get users’ attention. And since Quora is where people are sharing their interest levels explicitly by asking questions, you can easily be in front of the right people at the right time to get your message across.
On Quora, you can keep your marketing communication focused and attract and convert high-quality leads by standing out with contextual placement to build great customer engagement.
2. Spamless route to drive website traffic
By answering questions on different topics and tapping the right communities, you can build the audience’s interest in your brand or product. Compared to other channels such as email or LinkedIn lead generation campaigns, brands can naturally fit into the relevant ecosystem and encourage the users to read up more on your services and products.
3. Building thought leadership to take the center stage
Credibility and brand bias plays a huge role in sales, so more and more marketers are taking Quora’s help to educate and engage the general public and their target audience. Quora users are a high-intent audience who overlap the social and search spectrum.
By sharing your opinion on your industry’s key events and developments, you can gain the trust of your target audience, leading to increased engagement, and ultimately, a positive impact on branding and conversion metrics.
4. Apt for all marketing funnels
Different marketing funnels and goals demand different platforms. However, with Quora, you can deploy communication for all stages of the customer acquisition plan. So, from stage one of creating brand recognition to the last stage of monitoring post-purchase behavior, you can do all this on Quora.
You can plug your brand or product in hundreds of questions without getting blocked or sounding inappropriate—thanks to relevance established by questions asked by users and your product being the solution.
5. Improve Google and Bing search rankings
Since both Google and Bing results show Quora answers, you can improve your brand’s visibility by establishing a strong presence on Quora. By answering questions on Quora, you can either better the interest in your brand than content on your website, or you can add to the existing interest levels by repurposing or updating old data.
6. Ideas to create a content bank
When you are active on Quora, you can get a ton of ideas to create and plan your content buckets. You can take the lead from the variety of questions being asked on Quora to answer in your website’s content or update your content calendar by catering to the demand on Quora.
7. Build your subscriber list
Quora is also a great platform to nourish and build relationships with new audiences. When you link the offer details on your website to the questions being asked, you can encourage the new users to sign up on your mailing list and leverage that as an asset to grow your business.
8. Pixel compatibility and integration of analytical tools
When you advertise on Quora, you can easily access the traffic details by integrating your account with Google Analytics and other tools. You can also embed tracking pixels on Quora to measure performance on different placements and formats.
Summing it Up
With the tremendous growth of users, unique sessions, increase in the number of communities and topics, Quora is the hotbed of users looking to compare and find ideas to fulfill their requirements. This is a great platform to analyze brand risk, test waters for a new product launch, establish thought leadership, and build a thriving community around your brand.
Though so much can be done with organic posts, you can also boost your branding activities with Quora Ads. By registering on Ads Manager, you can get data on the kind of questions being asked, the users, and communities to plan your marketing efforts.
You can easily target keywords and enable clinical precision in the placement of your ads with the Quora Ads manager. With the Quora Ad Manager, you can easily learn about the popularity of topics and optimize your targeting.
As a business, you could leverage the power of storytelling, take a deep dive into the details, maintain credibility and consistency to achieve excellent branding results on Quora, and create a great brand.
Alisha is a Senior Content Marketing & Communication Specialist at Radix, the registry behind some of the most successful new domain extensions, including .ONLINE and .TECH. You can connect with her on LinkedIn and Twitter.