How to Use Quora for Marketing
Once you’ve covered the non-negotiable social platforms and optimized your Google Ads strategy, what’s a good next move for growth?
Quora — the knowledge-sharing platform where users ask and answer questions on an endless number of topics — is a solid bet.
The website has been around for a decade, but it started seeing explosive growth in 2016. These days, it attracts around 300 million unique visitors per month.
To learn how best to get started on Quora and effectively tap into the platform’s audience, Quora Evangelist JD Prater joined an episode of the Growth Marketing Toolbox podcast.
Here are the best bits of the conversation on how to get organic reach and visibility on Quora, as well as its newest advertising offerings.
Quora is a platform where organic reach still thrives
Unless you’ve been living under a rock, you know that Facebook has had very limited organic reach since the 2018 update. It’s a different story on Quora — there are several ways marketers can build brands organically on the platform, and it doesn’t have to take hours a day.
Whether you’re repurposing existing content — such as blog posts or guides — or coming up with fresh answers, the Quora ecosystem offers a way to build credibility, become a thought leader and connect with potential customers simply by answering questions.
The trick — if there is one — is you have to do it very well. Your answers should provide value, help people, and the content should definitely not be “overly salesy or spammy,” JD says.
“My only caution to marketers is that Gary Vaynerchuk quote that ‘marketers ruin everything,’” he adds. “If you jump in and you’re overly self-promotional, it’s not going to work.”
4 tips for using Quora for marketing
Now onto the “how” for getting started and maximizing reach. JD spelled out different options for accelerating exposure on the platform. Here’s what he suggests:
Leveraging paid advertising on Quora
Quora has evolved a lot when it comes to paid advertising options. In fact, Quora ranked well in Hanapin Marketing’s State of Paid Social report in 2019 and the platform is getting more popular with agencies that have been impressed with ad performance.
Since users are coming to Quora with specific questions on certain topics, it’s a natural fit for targeted advertising. “Advertisers are able to align their solution right there,” JD says. “That’s where we’re seeing a lot of success — being able to help advertisers match that context and intent with the audience.”
Getting started with paid advertising on Quora is simple — advertisers can open an account without a credit card and dive straight into learning how to target audiences and create ads. Marketers can advertise using text ads, full-width image ads and promoted answers (similar to Facebook’s boosted posts).
This is based on an episode of Growth Marketing Toolbox, a weekly podcast series exploring the greatest growth marketing tools and technology. You’ll hear candid interviews with the folks who make, market, and use these marketing tools.
All ads live within Quora’s Ads Manager, which features a conversion pixel and native integration with Google Tag Manager so you can measure ROI. Quora launched Lead Gen Forms in beta in December. It offers a native signup flow to acquire high-intent prospects.
Regardless of the type of ad you run, JD returns to the central theme of delivering value.
“Again, don’t be too salesy,” he says. “Really provide the value, make it a story, make it engaging and intriguing, and you’ll be able to drive traffic pretty easily.”
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Originally published at https://earnworthy.com on January 22, 2020.
