How we use Quora to generate leads

The marketing tool we wished we knew about sooner

Image credit: mscorpmedia
“Smart people learn from other people’s mistakes.” -Neil Patel, co-founder of Crazy Egg, Hello Bar and KISSmetrics

After three years of marketing experiments and research at Taskworld, we’ve learned a lot. Failure is truly the greatest teacher and we have run the gamut of paid and unpaid advertising, and examined the results of several campaigns on various social media platforms.

We were looking for the right channel to get qualified visits to our website. And then we heard about Quora.

Quora is a free questions and answers site that recently reached about 100 million monthly unique visitors. Founded in 2009 by Adam D’Angelo, the former CTO of Facebook, and Charlie Cheever, an erstwhile Facebook engineer, the site allows thought leaders to answer crowdsourced queries and establish their authority among the members in the rapidly growing community.

We were skeptical at first however, once we started to test and invest time on the site, we saw quick and huge gains not only in leads, but conversions.

“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.” — Top League Technologies

You can create a company profile and answer questions from it and handle reputation management by performing searches for your company, and/or have some individuals from your team create profile and create answers based on their expertise.

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 paving the way to lead generation — exactly what we decided to do.

We started with posting just a few answers a month, and have since increased our time investment because posting on Quora has added so much value. We’ve been able to not only generate leads, but a conversion rate of 11.44 percent. In addition, using Quora allowed for powerful remarketing results — people who had visited Taskworld.com before, visited the website again and many sign up. And the best part — it was totally, completely free.

Quora is driving some of the most quality traffic possible to our site, namely because people who are searching and asking question on the site are looking for feedback on products or services they are ready to use or purchase.

Here are five tips and strategies that you can employ to grow your leads and conversions, become a thought leader in the Quora community and other ways the site can be useful in growing your business:

Quora Strategies and Benefits

1. Be sincere and add value

The rookie mistake on Quora (which I also may have been guilty of) is to blindly post answers that only advertise your website or business through links, without actually answering the question. It is important to avoid shameless self-promotion and be legitimately involved in the conversation that is taking place.

Quora is a community-driven site, which means its users aren’t looking to be marketed to; they’re looking for answers. Sincerely wanting to be helpful in answering a person’s question or leveraging your expertise to add value should be the goal. You don’t want to get a reputation for hawking your brand; that’s just bad business for everyone involved besides, Quora can delete your answer as spam.

Here is an example of a conversation that didn’t directly relate to project management and “selling” our product, but that I could contribute to in a way of sharing knowledge while promoting our blog and throwing in a mention of Taskworld:

2. Track progress through analytics

Quora has a robust and powerful analytics tool under stats where you can see just how far your content is going. You can see all of your past answers, how many views they have received and track your overall views, upvotes and shares for the past week, month, three months or all time.

You can see below that since November, I have received more than 21,000 views and almost 500 upvotes on the answers I have posted.

Using these statistics you can see which topics are gaining the most traction and tailor your energy investment to those types of answers. You can also use Google Analytics to see which answers are converting the most customers and use that to your advantage.

3. Build on SEO

Whenever someone links to your site or blog, Quora sends a trackback to help build SEO — which is pretty rare for Q&A forums. Again, this doesn’t mean you should spam your answers, but using Quora honestly could help improve your search rankings. Quora’s results are popping up more and more in Google searches now, making it an excellent SEO tool in addition to being a strong forum for engagement.

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.

4. Analyze and utilize the competition

Another strategy that we have employed that is incredibly powerful is to not only analyze competition through the conversations that are happening, but to engage in those conversations and present information about your product, service or the market of your product, that offers helpful information that potential customers may not be aware of.

Simply type in the name of a competitor in the Quora search bar, or the topic of your product or service, to see who your competitors are and what customers may be looking for.

For example, we have seen in many Quora questions that people looking for project management software like Taskworld, not only want project management, but chat and team communication tools. While many of these people believe they have to choose between the two and are asking about our competitors, not knowing that there is actually a software app that already exists with both, all on one platform. So, when appropriate and when we can offer helpful information on market trends and what tools and products are emerging, we can then contribute to the conversation about tools and features on the market and casually mention that Taskworld offers the best of both worlds.

This ability to contribute to the conversation may introduce people to your product who may never otherwise have heard about it. Again, make sure your post is adding value and addressing the topic from a market standpoint, and not just advertising in a spammy fashion.

As Neil Patel suggests in his quote at the beginning of this article, learn from our mistakes. Save yourself thousands of dollars in advertising spending and Get Started on Quora — with these tips on Quora. Create a profile, start sharing your knowledge and watch the leads pour in. Best of luck and Quora on!


About the author

Jessica Zartler is a Multimedia Marketing Consultant & Content Strategist for Taskworld. Before working in Public Relations and Marketing, she was an award-winning television reporter and multimedia journalist for eight years. When she is not hunting for the best content on the web to share with TW users, blogging or producing videos, she is teaching yoga, cooking, playing drums and travelling.