With over 400 million active users and projected to reach 500 million MAUs by 2026, Quora is among the largest social media platforms. Additionally, the platform focuses on providing people with real answers to their problems, making it an excellent platform for driving authentic engagement. This makes it a strong platform for brands seeking to engage authentically with their audiences. 

You can use it to position yourself as an expert in your industry by answering people’s questions. Even if you aren't an expert in any niche, you may already have important information you can share with your target audience. This can be an essential step in improving your online visibility. In this article, we take you through the steps of using Quora to enhance your online visibility.

What is Quora?

Quora is a social media platform with a question-and-answer format. That means users can use the platform to ask questions, get answers, and even interact with one another. The platform was founded in 2000 by two former Facebook employees and was initially known as Quivers.

Since its inception, the platform has grown tremendously and now features thousands of questions on nearly every topic. One journalist described it as a more classy Reddit,  more organized Yahoo Answers, and a more opinionated Wikipedia. Whether you need a product review, an answer about the weather in your planned holiday destination, or yoga tips, you can ask on the platform and get instant answers.

One key concern people have when marketing on Quora is the credibility of the answers. However, this concern is addressed by the fact that industry experts often use Quora.

Benefits of Using Quora for Your Marketing Strategy

Leveraging Quora for your marketing can offer a wide range of benefits, such as:

Positioning Yourself as a Thought Leader

As noted earlier, Quora is a platform for asking and answering questions. In fact, many people use the platform to ask questions that require expert answers. That means that by answering questions, you can demonstrate your level of expertise in your niche when a user searches for information related to your industry and receives answers from your company.

That can especially be true if you can manage to gain the top writer status, a status given to writers whose answers get the most views. Earning this position will help you gain credibility and continue to position you as a writer.

Getting Traffic to Your Website

When answering Quora questions, you can add links to your sources or other relevant content, and an explanation of the link could be helpful to the reader. If people find your answer useful and want to learn more, they will not have a problem clicking the link. 

Getting Mentions in Key Publications

With a strong Quora marketing strategy, your answers can be shared not only on the platform but also on other sites, as many website owners do not get content for their sites from Quora. For instance, Forbes often shares content that was originally posted on Quora. While such content may not result in a link, it can be a good strategy for getting visibility on a major website. 

How to Get Started with Quora Marketing

Here are the steps you need to follow when marketing on Quora:

Sign Up

You will need a Quora account to begin marketing on the platform. You can sign up using an email or a Facebook account. After you sign up, you are presented with a screen that requires you to select at least 10 topics of interest. These topics determine the content you see in your feed. You will also need to join feeds. 

Optimize Your Profile

Like other social media platforms, you will also need to fill out your profile, which will position you as a credible source of answers. There are details you need to fill in on your Quora account, such as your profile photo and credentials, which will provide insights into your primary sector or job titles.

Everyone who views your profile will be able to see these details. You can also add a small link to your site and social media channels under the bio section. On the left, you can add information about your school, location, and employment credentials. You can also add topics that you are knowledgeable about.

Familiarize Yourself with the Quora Feed

Make sure you understand how to use the following:

Follow and Unfollow Topics

The Quora feed is a good place to find questions on the topics you care about. When you get started, you will only see the topics you chose when you signed up, but you can always add more. No matter the topic you want, you can search for it at the top of Quora at any time, choose it to open the page, and tap follow.

Once you add a new topic, you will start to see new, relevant questions on that subject in your feed. This also happens when you unfollow a topic. You can visit the topic you are following and click the blue mark that indicates you are following it. After clicking on it, it becomes white. 

Discover People, Spaces, and Questions

Remember that your feed has far more than the topics you are following. This is also where you will find people on the platform and see suggested questions you can follow or answer. You can choose to respond, pass, or follow. You will see the already answered questions and view the comments, shares, and upvotes. You can see the topics you are already following on the right, along with some quick ways to ask questions and share links.

Account Set Up

As a beginner on Quora, you will see another section on your right. This consists of tips to help you get started on Quora. A section is labelled “Set Up Account” with a list of milestones to be completed before they are crossed out. These are:

• Visiting your feed.
• Following at least five more spaces.
• Following at least six more topics.
• Asking a question.
• Adding three credentials
• Upvoting at least five good answers.
• Asking the first question.
• Answering a question.

Understand the Question and Answer Post

The only reason people are asking questions on Quora is that they are seeking answers, and therefore, you need to understand what you can do with the question. This can include:

• Answering the question.
• Following that question.
• Tapping on request options. You can search for an expert on the topic and ask for the answers.

Understand the Action

After understanding your options, you can decide on the best way to approach the question. This can be in different ways, such as:

• Leaving a comment.
• Answering later
• Sharing on social networks or copying the links.
• Editing topics.
• Privately following a question.
• Be notified when the question is edited.
• Merging some questions.
• Viewing the stats on the questions and logging them.
• Reporting.

This means there is a lot you can do with Quora questions. However, that doesn't mean you need to do everything on the question's bullet list. In fact, in most cases, it is enough to answer the question.

Answer the Question

When you visit the Quora feed, you will see the answers to the questions prominently displayed below the question. Just like the questions, you will also have different options for the answers, but in a more straightforward way. The most important thing is to either answer the question or upvote the most important answers. Quora considers upvotes when deciding where to place a question, with the answer with the most upvotes appearing just below the question and ranked as the best answer.

On top of answering and upvoting, you can also comment on an answer, share on other social networks, or downvote it. There are also options to promote, bookmark, log, thank, report, or suggest an edit to a question.

Enjoy the Quora Spaces

Quora Spaces was introduced in 2018 and was intended to feature collections and communities of people with similar interests. This feature helped make Quora a social media and community platform. The Spaces work like the Subreddit feature on Reddit, providing users with a dedicated space to follow specific spaces, discover new questions, and get answers on a topic. It is, therefore, an important feature in an era when micro communities are becoming popular.

Spaces are especially satisfying when you are in a community with an interest in the same topic and can involve asking questions you didn't previously consider. You can follow a specific space or share relevant links to make it a news source. You can use the announcement feature in various ways:

•  Joining hands with a select group of people to curate key answers and links on a specific area of interest, such as Saas Daily.
•  Organizing your posts in Spaces into different sections based on their themes.
•  Joining others to create a space to discuss shared interests.

How to Reach Your Target Audience on Quora

There are several effective ways to reach your target audience on Quora. These can be divided into:

Organic Methods

This involves creating a personal account form that asks questions about your brand, your niche, and areas your target audience may also be interested in. The most important thing when using this strategy is to provide the user with key details and in-depth answers that help re-establish your credibility as an industry player.

When using this strategy, avoid making your answers overly promotional, as Quora has a strict anti-promotion policy and users dislike overly promotional brands.

Quora Space Curation

Quora also allows users to create spaces, similar to Facebook Groups or subreddits, thereby serving as a hub to showcase your top answers, thought leadership, and FAQ answers. Spaces allow brands to centre on a topic related to their product rather than the topic itself. If you are creating your brand space, it should enable you to connect with your target audience and have a content hub.

Paid Ads

Just as with LinkedIn ad targeting, you can use Quora Manager to create ads and put them in front of your target audience. With Quora targeting tools, you can create ad formats such as texts, videos, images, and apps. This will enable you to control the people who see the ads. 

Leverage Quora Ads

In the same way, Pinterest helps drive traffic to your site; you can use Quora answers to drive traffic to your site, but only when you are investing in great answers. However, it can be hard to determine the kind of traffic you will be generating when you answer questions. The good news is that you can use the platform’s tools to make accurate estimates.

One of these is Quora ads that you can use to drive traffic to your site from the platform. Even if you aren't ready to run ads, you can use the site's ad feature to find questions and understand the platform's potential. Begin by creating a Quora ad account and creating a dummy campaign. 

Quora offers different targeting options, including targeting questions, so you can consider these options. You will see a dialog box where you can add a list of keywords related to the questions you need answers to. You will be provided with different questions with their average views. Consider the questions relevant to you and that have a relatively high number of views. You can use that opportunity to write a new answer by visiting the question by clicking on the link or saving it.

After creating an answer in the same way, you can promote it so it's shown in the topic feed and relevant threads. You can also leverage the Quora Lead Generation Form to obtain users' contact information directly on the platform.

Best Practices in Using Quora for Online Visibility

Follow these best practices in Quora marketing:

Give Back to the Community

If you are only using Quora to find answers to specific questions, you are definitely underutilizing it. The reason it is a powerful social media platform is the people who ask questions. Therefore, if you want to take advantage of the site's capabilities, you should also give back to the platform.

Additionally, when you demonstrate your passion and knowledge for a particular subject, you make the platform a better place. This is on top of the fact that you will be building a reputation as an expert in your niche. When you find that a user has provided essential and well-written answers, go ahead and thank them. When you come across a factual answer that also provides insights into what other answers aren't, remember to upvote it.

Provide Relevant and In-Depth Answers

Creating a helpful, detailed answer takes time, which is why you need to provide answers that drive better lead generation. To do that, ensure you answer questions related to your demographic. By delivering deep answers, you can establish your reputation in the industry. However, you also need to ensure that you answer questions your audience is interested in.

When considering the questions to answer, consider the following key attributes:

• A ratio of 7:1 for followers to answers provided.
• Many followers, but with many bad answers.
• A question that you can answer and add a personal image.
• An emotional pull. This is a good way to write genuine answers using thought-provoking stories.
• Niche questions.
• Questions with poor answers that will make yours outstanding.

Share Your Quora Answers on Social Media

Once you create answers on Quora, you can increase the visibility of the answers by sharing them on your other social media platforms. To make the post more attention-grabbing, you  can post them in different content formats, such as:

Recycled Content

From your social media content, you can find answers to some of the questions asked on Quora. You can recycle the post to create a new, original answer that meets the needs of the Quora community. Keep your answers short and to the point, and add a link to your original post so other interested users can access the content.

Test Blog Post Ideas

Quora has a large, diverse audience that is highly responsive, making it a good source for your Quora answers. Posting questions on the platform and providing answers is free, and it will help you determine whether your content resonates with your target audience.

You can start two or three threads on different topics and compare their performance. If you find that one of them is grabbing your audience’s attention, it can make a good topic for a blog. However, make sure you add only questions on popular topics with a few thousand followers.

Position Yourself as a Thought Leader

Quora can be a good platform for increasing traffic to your website. However, Quora can also be a good place to position yourself as a respected industry leader. To do that, you need to answer people’s questions while showing empathy. As you help users solve their problems, you will also boost your online visibility.

Add Links Where They Make Sense

A key advantage of Quora is that it will also allow you to add links to your answer. If you are a marketer wanting to drive traffic to your Shopify store or other website, this can be a great opportunity. However, if you don't do it strategically, the attempt can backfire. If you are just adding links and expecting users to click, this won't work.

An exemplary strategy is to add a link where it's relevant and inform readers of the value they will receive by clicking it. For instance, you can add a comment saying, “If interested in more details, click the link.”

Also, don't be overpromotional, telling your readers why they need your company. Instead, direct them to another helpful, highly relevant source. After they visit your site, readers will decide whether they are interested in your product, since users on the platform are more interested in information than in products.

Choose your site resources that reflect the question at hand and consider whether they would add value to readers. You can then explain the benefits to the readers before adding the link. The clearer the benefits are, the more inclined the readers will be. Consider adding UTM parameters to help you track the results.

Suggest Top Answers Edits

The most straightforward way to leverage Quora is to answer questions, but don't underestimate the power of suggesting edits. To use this feature, scroll to the bottom of an answer and tap “Suggest edit”. The answer will appear in a text editor, enabling you to edit as necessary.

However, you should remember that you cannot just change another person’s answer without permission. The edits will need to be sent to them for approval first. This strategy will help you because the top answers receive many views. If you can add a link to your site, it can bring more views.

As you would expect, not many creators will allow you to add a link to their answers. If you plan to use this strategy, ensure the edit suggestions add value to the answer. 

Take time to elaborate on the point, support your claim, fill in any existing information, and address gaps to make your responses more compelling and convincing. After that, if you plan to add a link, you can make it the content's source.

Make sure the link has supporting information. If you add irrelevant links, many writers on Quora will notice. If you keep doing that, this will impact your reputation.

In Conclusion

When searching for a good social media marketing strategy, consider adding Quora. Based on the question-and-answer format, it can be a good strategy to connect with your target audience, position yourself as a thought leader, and drive traffic to your site. If you are wondering how to do that, our detailed guide will help you get started.