The internet has radically transformed the way people approach marketing. Every website, social media site, and the interactive platform has its own unique value proposition that draws people to it. The question and answer website Quora is no different. Besides being a source of information and knowledge, it is also a powerful tool to gain exposure and for generating leads and engagement.

The Background of Quora


Quora was founded in June 2009 by Adam D’Angelo, the current CEO, and Charlie Cheever. It has its headquarters in Mountainview, California. The website brands itself as “a place to gain and share knowledge” for its users who are located the world over.

The name itself has an interesting meaning. The founders wanted a creative and unique name that could evoke certain feelings in the community they wanted to build. The name can be seen as a combination of the first or first two letters in each of the words in the phrase “question or answer.” Quora as a word is also related to several Latin meanings that are relevant to the idea of knowledge. It is a question social media forum.

What Is Quora Used for?

What Is Quora Used for?

On the Quora website, internet users can use the search box to ask questions, answer questions, or search for previous questions and answers. One can create topic threads if you need to discuss a new topic altogether. Answers on the Quora social media platform are often from knowledge experts, people with experience in specific careers and industries, and other users with useful firsthand experience to add. These answers may be factual, experiential, or opinion-based. The topics discussed on the website vary greatly, with over 400,000 subjects covered.

Users often use their search engines to find answers to particular questions. Very often, a relevant list of questions from Quora appears in the search results. The one reading through the answers is allowed to add a vote up or down for answers that they like or agree with or not. They can add their comments as well. The total votes for each answer are visible so that one can see the top answers. The number of viewers a Quora question has received is also visible. There is an option to add a user profile with your real name, photo, and other information if you wish to contribute by asking or answering questions.

Many spend many hours on social media or Quora asking questions and finding answers on the topic of personal and career growth and also contributing to the body of knowledge and helping other users out. Quora is great for expressing thought leadership. Because there are so many users from all over the world congregating on each Quora topic around common questions, interests, and experiences, it is a great place to reach a wide audience. One may also use the website for building their personal brands as a writer, marketing to potential customers, selling, and making money.

Internet and Social Media Marketing—Engagement and Lead Generation

Internet and Social Media Marketing—Engagement and Lead Generation

The world of internet, blog posts, and social media marketing revolves around capturing and keeping people’s attention through relevant content, images, information, products, and services. In the digital marketing space, engagement is defined in various ways to show how internet users are interacting with a brand’s pages and sites. Engagement can include likes, shares, and comments. Viewers and site traffic precede it. Measuring engagement is a powerful way to gauge audience participation and measure the success of various marketing campaigns and initiatives.

Many viewers are great, but engagement is better. The greater the website traffic, the greater the number of potential customers viewing and engaging with your content. Lead generation on the internet entails sparking an interest or inquiry from a potential customer and can drive traffic to the company website. Every online lead is a potential sale of the products or services that a business offers.

How Is Marketing Quora Done?

Quora is a great way to grow your brand. The broad exchange of answers, information, and opinions is what makes this social media platform an invaluable resource. The ready viewership also makes it a strategic place to market a business. The Quora platform has an audience of about 300 million monthly. A significant portion of these are looking for solutions, so if a business can position itself to offer what is needed, it can use Quora as a powerful marketing tool.

There are a few useful ways to market a business or brand on the platform. The first one is through content marketing. In this form of marketing, a brand creates and shares useful content in the form of blog posts, videos, and social media posts. The objective here is to get or reach viewers interested in the subject of the content and establish a following. This often happens without directly pushing any products and services. In the same way that one can gain followers on sites such as LinkedIn and Facebook for delivering quality content, brands and individuals can grow their following on the site by answering questions well and establishing thought leadership. With all social media marketing, once there is a large following, it is easier to push and market various brands, products, and services.

Marketing in the platform Quora can also involve seeking out industry influencers with high followers, views, and upvotes. Once this is done, questions can be asked in a particular topic and targeted to these specific site influencers to create a means of collaboration. If a widely followed contributor answers your questions on the Quora platform, people are bound to take more notice of your question and profile as well. This could help you find or get a wider reach for your marketing efforts.

Another more direct method to make use of the site is to look for relevant questions to answer in specific topics and with keywords that relate to your industry. As an example, if you provide material to teach consumers the skill of self-defence, you can find topics related to self-defence and martial arts using Quora. If you have a service to help businesses track spending, then you could use Quora to search for topics around this need. Once you find this, you can provide useful answers and market your company and service. Once you add links to your company page, it’s easy to drive traffic and get the target audience to learn more about you.

The methods of using the Quora to market described above is far from quick. Content marketing, for example, is an organic and often lengthy process. It depends on your ability to deliver quality and relevant material and grow a following consistently.

To fast-track online marketing, it is necessary to find a means to boost viewership and following. Very often, this involves spending money to gain the notice and attention required. The money can be spent to engage with influencers or through internet ads. Many small and large businesses use paid ads to get themselves in front of more people very rapidly.

Advertising on Quora is possible when you have created an account on the site. You can then create an ad account on the platform and start using the page ads.

Key Benefits of Quora Marketing

Key Benefits of Quora Marketing

Now you know what Quora is, why it is so popular, and how it can be used for marketing. Before you decide to include the site into your marketing strategy, you must be clear on the benefits of this method. Quora marketing takes time and money, and not every business that spends a lot of time in producing content and engaging on the internet is making a lot of money. For any new marketing efforts, it is important first to evaluate your goals then make a cost-benefit analysis.

The goal of a Quora marketing strategy could be anything you want to achieve and dependants on where you are as a company or brand. You could be aiming to find out more about your potential customers, establish and grow your following, or sell your products and services. Having clear goals allows you to measure the success of your efforts and Quora marketing strategy.

You must evaluate what the cost of a Quora marketing strategy is. As mentioned before, it takes time to see results from content marketing and other organic methods. Using Quora is going to cost you many hours to read up on your potential audience, ask and answer questions on Quora, and engage with people who comment or respond to your contributions. If you decide to go with the paid approach, then the cost involves the price of advertising on Quora.

The next step is to look at the potential benefits. Many of these have already been touched on, but here is a concise lift to work through as you decide whether you should try a Quora marketing strategy.

Benefits of a Quora marketing strategy include:

• A wide reach of over 300 million monthly visitors to the site

• A high search visibility because Quora questions and answer appear in Google search results

• Potential to boost a brand through thought leadership and Quora ads

• High-quality traffic of customers looking for related material and these can be channelled to your website

• Key insights about your viewership—who they are, what problems they have, and how common these challenges are

Quora is a platform to conduct customer research. It’s easily accessible and free to peruse. The inbuilt metrics for several views, upvotes, downvotes, and the lists of related questions on Quora to answer give you a unique insight into what topics are popular. On other social media sites, you may have to attract and reach a wider audience because not everyone who sees your content is interested in the value you offer.

With Quora and thanks to the segmentation by topic, you are interacting directly with people who are actively searching for answers to challenges that your business can solve. These people are far more likely to welcome interaction, engage with your content, and become your next leads. You can expect a better conversion rate because the traffic is of higher quality.

Use Quora in Your Marketing Strategy: Getting Started

A strong social media strategy could be what’s missing in your company. Gone are the days when a business could continue growing and expanding without some investment in a marketing strategy. For any Quora marketing strategy efforts to be effective and sustainable in the long-term, there must be a defined approach. A Quora marketing strategy is your company or brand game plan to reach more people and convert them into paying customers.

Your plan can involve online, offline, short-term, long-term, paid, and organic methods. To get started incorporating Quora in your strategy, there is a bit of groundwork required as well as ongoing efforts once you have launched your campaign.

Here are some useful tips to get started with a Quora marketing strategy:

• Define your goals- It’s important to know what you want to achieve on social media marketing. The ultimate goal of a business is to make money, but before you can achieve that, there are smaller milestones such as growing your audience, engagements, and lead generation.

• Decide on your advertising spend- Knowing how much you are willing to spend helps you stay on track and in-budget.

• Decide on your strategy- The various ways to use Quora channels have been explained. Deciding which ones you want to utilise and how you are going to go about it is the nest step.

• Set up an account- If you don’t have one already, your brand needs to create a Quora profile. Be sure to use your name, email address, and real contact information. You can expect to start receiving information from the platform Quora to your email address.

• Spruce up your bio and profile- Once you have a profile set up, it’s important to make it appealing, professional, and detailed. You want to set yourself up for success by creating a killer profile. The first 50 characters of your bio appear when you answer or post content on Quora.

• Learn how to use the site- There is a lot to learn if you are new on the platform. You can save a lot of time and effort in the future if you take some time to get familiarised yourself with how Quora works.

• Use notifications to track relevant topics- With hundreds of thousands of topics being shuffled around, you can easily get lost in a rabbit hole. Focus on the new questions related to your brand solutions. You can follow topics and create topic notifications to make sure you catch each hot topic and save the time you might have spent looking for them each day.

• Answer the right topics- Once again, you need to be deliberate in your efforts. You can’t answer every question that comes your way, but you can decide only to answer the ones with more potential to yield some benefits. These might include questions with high viewership, newer questions, and questions with top contributors already pulling in an audience.

• Make your answers high-quality- If you are going to put your brand out there, you have to do it well. The same way that you need to get a great profile, you have to make sure that your answers are high-quality. People are drawn to relevant content that shows expertise and experience.

• Engage with other Quora users- There is a whole host of people engaging on different topics on Quora every day. Ask and answer and be visible. You can take some time to engage with people on the platform and establish some collaboration. For giving feedback when people react or comment on your questions and answers, Quora is a powerful way to get connected with your potential consumers.

• Measure your progress through stats- With all the effort, time, and money you put into a Quora marketing strategy, there must be a way to determine how well you are doing. Regularly check your progress through your profile stats and analytics. You can use this information to make data-driven decisions about where you need to give more or less effort based on what is or is not working.

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