What is Quora?
Quora is a social Q&A community. Since being founded in 2010, the platform has seen its user base soar. Today, Quora garners over 1.5 million monthly visitors worldwide.
5 reasons why organizations must market on Quora
1. Quora helps prospects discover your brand
The Quora community is vast and made up of dedicated users who trust it as a source of reliable information, which presents brands with a unique opportunity to truly engage with their audiences. Providing answers to users’ questions and starting conversations on topics related to your industry allows your brand to build its reputation as an authority, and demonstrate your expertise. Once your brand has established a voice, you can begin to build trust with prospects and naturally guide them to discover your products or services.
The community’s distaste of shallow or self-promoting content means that marketers need to avoid overly-promotional tactics, and contribute to conversations in an organic way that doesn’t attempt to sell users. Putting time and effort into real communication with drive the most qualified users to your website who are already sure of your credibility.
2. Quora posts appear in search engine results
Search engines crawl Quora data just like any other content in order to bring up the most relevant results for any given search query. Bing produces Quora results in its social sidebar, where Google shows Quora posts as regular results, meaning it’s possible that your answer to a question could be ranked in the number one result spot for a given term. This is great news for marketers trying to drive organic traffic.
3.Quora lets you stay on top of trends
Once you set up a profile, follow topics that matter to your brand to stay in the know. The trending sidebar feature lets you quickly see popular topics up to the minute, and posts with the most comments and upvotes will be apparent when scrolling through top stories in your feeds.
Once you pinpoint leading topics that are relevant to your brand, insert your point of view into the conversations, and carry the topics over to your other social media outlets.
4. Quora lets you build thought leadership
Many brands throw around the term thought leadership, but aren’t quite sure how to achieve it. Enter Quora. Its unique forum lets brands share knowledge in a genuine way that a whitepaper never can. Rather than trying to force your knowledge on your audience, Quora lets you participate in conversations that are already happening in your space.
5.Quora is great for gleaning competitor insights
Just as you can search for your own brand, you can also search for your competitors and see what they’re doing to market themselves, as well as learn how customers are talking about them. Investigate. Listen. Learn.
You may find a common theme or reason customers choose your competitor over you, and utilize that knowledge to improve your product or service. There may also be opportunities to reiterate your unique value propositions when a user is at the critical decision-making stage of the sales funnel, and ultimately convince them to choose you. What’s more, even if you think you know your industry through and through, you may discover emerging industry trends or opportunities before your competition does by listening to your customers.