With the digital world closing in on all sides, it can seem overwhelming to establish your B2B brand. Positioning yourself as a thought leader can be a useful marketing tool and an inventive way to gain some easy exposure. One useful tool is Quora.
What is Quora?
Quora is a question-and-answer service that has gained some significant traction in recent years. One of the main attractions is the site’s reputation for genuine, knowledgeable answers. This idea is the backbone of Quora.
Real people ask questions and real people provide answers. The built-in voting system allows users to vote for helpful answers and Quora also bumps posts that they deem worthy. This brilliant system has created an interesting competitive atmosphere.
How can you use Quora as a marketing tool?
Ok, so now you may be wondering how Quora could possibly be used to market your B2B business. Well, we aren’t suggesting that you take out an ad on Quora, rather that you answer questions.
Think about what message you are trying to send with your marketing strategy. If you want to send the message that your business has the answers, what better way to do that than to….have the answers?
By answering questions on Quora, you illustrate your expertise to users and other thought leaders. As a result, people come to trust your answers and, by extension, your business. Think about it. If you are searching for a great product, who do you ask for advice? Probably someone you trust who has knowledge on your specific topic. As a marketer, you can meet both of these criteria by providing quality answers to questions in your domain.
Now that you recognize the value of Quora and its ability to help you become a thought leader, how do you go about adding this to your marketing strategy? Here are a few tips:
1. Don’t promote your brand
The idea is to show that you have genuine, insightful information that is helpful to others. If you answer questions promoting your business, you will seem selfish and fake. Once people realize the value you offer as a thought leader, they will come to respect your brand also. However, if the conversation naturally lends itself to mentioning your product or business, feel free. If the question is “what is a great product for accomplishing xyz?” and your product accomplishes xyz, by all means, mention your product.
2. Fill out your bio
Your bio is the place to mention your brand. Once you have established yourself as a genuine expert, users will want to know your affiliations and will organically come to trust your brand. But, they aren’t psychic. Make it easy for them. Put your business info in your bio.
3. Engage with others
Go beyond answering questions that immediately apply to your realm. Don’t be afraid to ask questions and engage in conversations with others you respect and admire. This will broaden your audience and help you gain traction with other thought leaders. Networking can happen anywhere. One additional benefit might come from realizing a new gap in the market. If you notice users are interested in a topic you hadn’t considered or that seems to lack a perfect solution, that may be an opportunity for you and your business.
4. Monitor your presence
Make sure you check in and see if your users like your answers. Like any social presence, you want to know what information is reaching people and what isn’t. Quora will show you basic analytics, including the number of views, upvotes, and shares each post has. In addition, Google Alerts make it very simple (and free) to know when people are talking about your business.
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