Quora Marketing & Advertising
What is Quora?
It’s safe to say that Quora is the best Q&A website the Internet currently has. Their mission revolves around knowledge sharing, universally valuable questions and answers, and in-depth insights on various subjects, ranging from current events to expert knowledge.
Quora was launched in 2010 and since then, it has grown into a large community that includes all sorts of experts and actual celebrities that answer questions on a regular basis. It has over 200 million unique monthly visitors, which gives you a pretty good idea of how big this community really is. Over 200 million people comes here to search for knowledge, tips, news or just to share their opinion and participate in debates. Quora is also available in Spanish, French, Italian, and German.
Besides being a great place where you can acquire knowledge, read useful tips and tricks and get the latest news, Quora can be a valuable channel to build brand awareness for your business. By answering questions related to your niche, you can gain popularity and position yourself as an expert on the topic.
What makes this platform different from the others is the fact that you need to provide real value to the community. In order to succeed, your answers need to be helpful for others. This way Quora self-regulates the content and neutralizes spam. To learn how to maximize the potential of this social channel, make sure you cover all the steps in this guide.
How to create a profile on Quora?
To understand how Quora work, first you need to have a good profile. If you don’t already have it, go sign up and create one, but use your real name. Quora doesn’t support the use of pseudonyms, Internet nicknames or fake names of any sorts, and besides, you want to be recognized for your future contributions.
Personal info and interests
As we have already established, Quora encourages transparency. Like on any other social network, what you write will have a bigger impact if people can put a face to the name. That’s why you should consider using a headshot image of yourself as a profile pic. In addition, it is highly recommended that you fill out as much personal info as you are comfortable sharing, for the same reason mentioned above - you want to appear as a person with real-life experience and credentials.
When it comes to the topics you are interested in, you should really add everything you like, from broad interests such as small business, to really specific ones like on-page SEO. Add a lot of different interests -- by doing so, you will give diversity to your feed and make it more interesting and more convenient.
Quora topics you know about
The most important thing about your profile is the short bio section. Here Quora gives you the opportunity to list everything that you know and everything that you’ve worked on. Be as precise and on point as possible. The examples of good short bios can be: Full-stack developer for 3+ years or Small business owner @[name of your business] for 7 years, or worked 2+ years as a marketing consultant, etc.
Don’t stop only at your professional biography; if you have a hobby or other interests that are outside your field of expertise, include those as well. Versatility is always appreciated.
Whatever you choose to add in this section, make sure your bios correlate with answers you give, because you want to appear competent to people asking those questions.
Connect other accounts
When you go to account settings on your Quora profile, you’ll be able to connect it to other social media accounts that you have. You can connect Facebook, Twitter or a LinkedIn account and even add a Wordpress blog if you have one.
By doing this, you’ll be able to share your answers on other connected profiles, which will give you better reach, but, more importantly, you’ll grow your following on Quora much faster because your friends and connections will easily find your profile.
How to answer questions on Quora?
Now, let’s get down to business. The main purpose of having a Quora account is to offer great answers to relevant questions and build your brand awareness. To be able to do that, you first need to learn about all factors that influence the success of your answer.
For your answer to have the biggest impact, you need to go through these 3 things:
1.Find a good question
2.Write a great answer
3.Rank first and get traffic
How to find good Quora questions?
As you will see, there are tons of questions in plenty of different categories, and they all may seem confusing at first, but obviously you don’t need to read and answer every single question on the platform.
Your feed will be populated in relation to topics that you’ve chosen as your interests but also to other currently trending topics. So, what this means for you is that you can find questions regarding your niche right there in the feed and just go ahead and write your response.
The other option is to find good questions using Google. If you, for example, have a SaaS company, Quora search query could look something like this: “name of your niche+Quora”; or “problem that your tool fixes+Quora”; or “[your competitor's name] alternatives+Quora”. Try to think of search queries that your target audience would use to find a solution to some problem they encountered.
You will see that those answers that come up in Google search are usually the best ones in terms of popularity and relevance.
If you combine these two approaches, you’ll find more than enough questions, but the following dilemma arises: What is the best one that will help my brand to get noticed?
You can’t know for sure which question will have the biggest success, but there are a few parameters you should take in consideration:
1.Number of views
2.Number of followers
3.When was the last time this question was asked
4.Number of shares and comments
All this data can be found under the Question Stats section on the right-hand side.
What makes a good Quora answer?
When you find the question that fits you, it’s time to outline your response. The most important thing that you need to know is that the Quora community responds very poorly on spam and blunt sales pitches. That being said, if you want to recommend your product or service to someone, it’s best to disclose that you are the owner of that company (or an employee) and not to pretend to be an unbiased user. The community on Quora hates spammy advertising, but they appreciate when someone wants to offer them a solution. Plus, they appreciate small biz owners, entrepreneurs and startups, so don’t hide your affiliations.
As far as the content goes, your text needs to be detailed, explanatory and on point. You need to provide an actual value to readers in order to succeed. Don’t hesitate to share your knowledge, real-life experience and useful resources -- the more you give to others, the more popular you’ll be.
Stick to the subject and give your honest opinion. Don’t just state the facts that are considered common knowledge or can be found on every website, try to give your unique perspective and interpretation. You should add practical examples and lessons you have learnt through practice, if possible.
Don’t be lazy when it comes to formatting. Use subheadings, bold and italic letters and bulletins to make your answer easy on the eyes. Add images where that can be helpful or screenshots of the process you are trying to explain. All this will impact the ranking of your answer. This is a very advanced Q&A platform that favors well-written, neatly formatted and generally helpful content, so it’s best that you stick to those guidelines.
How to rank Quora answers?
Now that you know how to find a good question and write great answers, it’s time to uncover how all this can be beneficial for you and how you can make the most of it.
We have already mentioned that bragging and aggressive advertising don’t do well in Quora marketing, but this doesn’t mean that you can’t link to your website or point to useful resources on your blog. You can leave a link to your website if you assess that the person reading your answer would benefit from it. If people find your links useful and your website falls in the category of things they were looking for in the first place, then you’re on the right track.
You can also link to the content/useful resources that you write for your blog. This approach will get you double gain - you will find new readers for your blog and possibly establish long-term connections, which will turn readers into actual leads, and hopefully paying customers.
Now that we have covered everything content related, there’s only one thing left - the upvotes. Like all other social networks, Quora has its own system that lets the community members show their appreciation (or disapproval), and this system is in the form of upvotes and downvotes.
As you might have guessed, the more upvotes you have, the better your answer will rank. People frequenting Quora are mostly very kind and polite people, so you don’t have to worry that someone will downvote your answer out of sheer malice.
Right beside the upvote/downvote buttons, there’s also a commenting option. Make sure you reply to comments and stay in touch with people who left them.
Other two ways someone can engage with your question is by suggesting edits or by thanking you for the answer.
All this will influence the performance of your answer.
So, let’s recap all this. Your goal is to have the best answer that will appear in the first spot, right below the question, and this will depend on a combination of factors:
Legitimacy of your profile - use your real name, list your real experience, add your picture and connect other accounts.
Quality of your content - write in-depth, valuable answers, add images, take extra care of your formatting
Upvotes - get upvotes from the Quora community
Participate in the community
Finding the questions and writing the answers depends entirely on you, but the upvoting part depends on others. You can always share your answers with friends and colleagues, and they will surely support you and give you an upvote, but that’s not the only thing you can do.
To earn sympathy of the community, you must become a part of it. This means that you should ask questions, give other people upvotes and comment on the answers that you like or want to know more about.
Besides your friends and colleagues, you should also follow influencers from your industry or other professionals whose answers you’ve come to like while browsing this platform.
A long-term Quora process
Here’s the twist: Unlike most social platforms, Quora will bring you results in the long run.
Social media networks like Facebook, Twitter, Instagram and many others are all fantastic promotional channels with a lot of potential, but they all have this one shortcoming in common. The content that you post now, be it images, videos or text, no matter how good it is, gets suppressed with newer posts.
When you post something of value that is highly relevant to your audience, that piece of content has a short shelf life before it gets lost in the sea of content spewed out in every given second. Of course, you can invest some money to broaden the reach of your post and put it in front of more people, but that also doesn’t last very long.
Even the long-form blogging platforms like Medium put the newest content first.
This isn’t a bad thing, because as a user, you want to see what’s happening in the world, what’s in the news and what the hottest trends are, but it undermines the importance of quality and evergreen content.
This is where Quora marketing comes into play. Although the platform values new answers, it places emphasis on quality. What does this mean for you? It means that you’ll get traffic from all of your answers, and the older they get, more and more people will see them and interact with them.To keep this flow going, you should look back on your old answers from time to time and see if some info needs to be updated or changed.
Great content that withstood the test of time, but is also updated with the new info, will be the winning combo that will get you all the benefits Quora can bring to a website.
Now listen up closely because this channel has an enormous and untapped possibilities. Quora rolled out their advertising platform in April 2016. Upon the release, Ryan Browne, Group Product Manager at Quora, wrote that they were only testing third-party ads and that this program would be available for only handful of companies. Since then, Quora has expanded its pilot advertising program, but it still isn’t widespread and available for everyone.
So, why this should interest you? It’s simple - you can be among the first companies to get on the bandwagon and leverage this platform before it becomes crowded with competitors.
Let’s dive right in. Just like with everything else on this platform, high-quality and reputation are what Quora staff are interested in. So, before you can access your Ads Dashboard, you need to send an email asking for permission. Quora does this to ensure that only companies that offer value for their community advertise on their platform. This process may eliminate some companies and industries, but it’s their way of fighting fraud and false advertisement.
So, if you recognized Quora as a channel your product/service may benefit from, just send a quick email to their support explaining that you want to sign up for their advertisement program, and you should expect their answer in 2-3 business days.
The email they send back will contain a very detailed explanation of how you should set up your account in a timely manner. It’s important to note here that you need to have a personal profile to set up Quora ads, but that also takes a few minutes to create.
Now that you have your ads account up and running, it’s time for the fun part: setting up your first campaign.
Ok, the first thing you need to do is go to the Quora Ads Manager and click the “Create Campaign” button. You’ll be presented with a series of options that will help you craft a winning campaign.
Note: Before you begin, it is wise to consider adding Quora Conversion Pixel to your website so that you can track conversions right there in the Quora Ads Manager Dashboard.
As you can see in the image above, besides pixel configuration, you have the usual options like naming your campaign and setting the budget.
When setting the budget, you’ll be presented with two options: daily maximum budget and lifetime budget. For smaller amounts of money, you should maybe first try to limit your daily maximum. Afterwards, you need to set a schedule where you can choose to start your ads right away or postpone them and set a certain start and end date.
This option comes in handy when you want to promote a time-limited offer.
Click ‘Continue’ to move forward to targeting options.
This is the most important part, and here’s where Quora takes a slightly different approach to ad targeting. The main differentiator is that you target people by topics they follow on Quora.
The first option is to do your research manually and find topics that are relevant to you. This is a bit time-consuming, but it will give you a better picture of what your target audience reads and likes.
The other option is to enter relevant keywords (you can use keywords from your AdWords campaign, if you have one), and those keywords will be matched with corresponding topics. The list of topics you’ll be presented with will be too long and too broad, so you’ll need to uncheck the topics you’re not interested in.
You can also choose the locations you want to target and platforms on which your ads can be shown.
Another interesting option that can further narrow your audience is the option to exclude locations and questions. This way you can avoid countries for which your company doesn’t provide support or doesn’t deliver product/service. Moreover, excluding questions can really improve your CTR, and here’s why. Although you may have selected relevant topics, there can still be questions under that topic that simply aren’t a good fit for you, and you’ll be losing money if you don’t eliminate them.
Now that you’ve set your desired audience, you can move on to setting your bid. This means that you need to enter the maximum amount of money that you are willing to pay per one click. Quora ads use only pay-per-click model, which means you can’t be charged for impressions like on Facebook.
When you adjust all that, you can move on to the creative part. This is a bit constricting, but as you surely now by know, Quora is all about transparency and against anything salesy, so you’ll have to make the best of what you have.
You’ll have 65 characters for the headline and 105 characters for description. In addition, your ad must be in the form of a statement, it cannot contain a question.
Choose from a variety of CTAs and add both your landing page URL and displayed URL, and you are good to go. Your ad should look something like this:
If everything’s okay, your Quora ad will be approved in a timely fashion. All that is left for you to do is to monitor the results and optimize your campaign, if needed.