Facebook, Twitter, LinkedIn and other major social media networks are often used by businesses to improve brand awareness and find new customers.
It’s easy to see why these platforms are such popular marketing tools: They provide audiences of hundreds of millions of people for businesses to convert into customers, and social media advertising rates are more affordable than traditional platforms such as print, television and radio.
For every 1,000 people you reach with a television ad, it generally costs more than $25 — the same number of people can be reached with social media advertising for less than $10.
The question-and-answer service Quora is usually left out of the conversation about social media marketing, but this site can also help you grow your business. In fact, Quora has some distinct advantages over more prominent platforms like Facebook and Twitter as a marketing channel.
Below, we’ll review the benefits of Quora marketing, how to create a profile for your business and tips for engaging with users on Quora.
First, let’s start with a more detailed description of Quora.
Quora was founded in 2009 by two former Facebook employees, Adam D'Angelo and Charlie Cheever. Since its founding, Quora has become quite popular — it now has over 300 million unique visitors per month.
Here’s how the platform works: Users post questions, which range from objective requests for information such as “How many moons does Jupiter have?” to subjective questions like “What is the best brand of cereal?”
The community then responds with answers, and users can choose to upvote the answers that have been posted in response to the question as well. The answers are displayed on the page in order of how many upvotes each answer received, with the answer that received the most upvotes displayed first.
Establishing a presence on Quora provides many benefits to online stores, including:
Quora doesn’t have its own version of Facebook Business — there’s no way to create an account exclusively for your company. But you can create what’s known as a “topic” in Quora for your business and attach it to your profile, and there are other ways to associate your Quora profile with your business as well.
To create a complete Quora account for your business, follow these steps:
1. Go to Quora.com. You can connect an existing Facebook or Google profile to create an account quickly, or you can sign up with email and manually add your information.
2. Once your account is set up and you’re logged in to Quora, click on the circular profile icon next to “Add Question” and select your name. This will take you to the profile dashboard.
3. Click on the “What topics do you want to know about?” section.
4. Enter the name of your business into the search field. Then, click on the “Create Topic” button.
5. The newly created topic for your company will be listed under “Knows About.” Click on the new topic.
6. On the topic page, click on the empty image section to add your logo. Later, you can use this page to keep track of questions related to your brand.
7. Go back to your profile dashboard and select “Add employment credential.”
Here, you can enter your position and select the topic you just created for your business in the “Company/Organization” field. When you’re done, select “Save.”
8. You should add a professional headshot to give your profile a personal touch. To change your profile photo, click on the large circular icon on the left side of the profile dashboard, then drag and drop your headshot image file in.
9. To the right of your profile photo, you can also click on the “Write a description about yourself” link to add more information about your background and your business.
Finally, when answering questions on Quora, be sure to follow these best practices:
With these tips, you’ll be able to use Quora to find new customers, improve your brand’s reputation and ultimately put your business in a better position to succeed.
Adam Ritchie is a writer based in Silver Spring, Maryland. He writes about ecommerce trends and best practices for Shogun. His previous clients include Groupon, Clutch and New Theory.