Quora Marketing Strategy for Your Small Business

Some years back, sites like Yahoo Answers, Answers.com and a bunch of other Q&A sites were the go-to places when you needed information on different topics fast. However, as spammers got into the Q&As sites and social media sites became more popular, majority of the Q&A sites lost their glory.

With the exception of Yahoo Answers, many of the Q&A sites that were active over the last decade have gradually been reduced to informational archives.

However, there is one Q&A site that has been soaring in popularity, especially over the past year. The site I am talking about is Quora.

You may have heard of the Q&A site and may even have browsed to, but then did not see how it can fit in your marketing strategy. Perhaps it’s because majority of the questions at the site seem to be about startups and VC funding.

If this was your initial observation, I urge you to go back to the site and look again. New general topics are being added every day, from alternative treatment to recipes, small business to travel.

The best thing with Quora is that users can get answers from verified entrepreneurs, industry insiders, journalist, high-level executives and the good friendly neighbor, Joe. Wouldn’t you rather have someone experienced in your line of work answer your question rather than an anonymous user whose credentials you cannot verify?

If your answer is “Yes”, then you can see the power of Quora.

But the power of Quora does not only lie in getting insight from high-level executives and entrepreneurs from different industries. You can also use the site to build your small business. Quora is an almost-premium Q&A site, rich with insightful content.

Below are six ways you can use Quora to build your small business.

1. Find new ideas in your industry

One of the challenges of running a blog is that finding out a topic to talk about. In some industries, there is a whole range of topics to cover. However, in small niche industries, topics that may interest your audience can be scarce.

Quora can help you beat writer’s block and find new ideas to write about for your blog. The best way to go about this is to search for unanswered questions related to your industry, and if you have an opinion about it, write an answer.

Use the answer as an inspiration for your next blog post.

TIP: When searching for unanswered questions, look for those that have many followers. When users “follow” a question on Quora, this usually means they are interested in the topic.

unanswered-questions-quora

2. Connect with industry leaders and prospects

The followers on a question may also be involved in your industry in one way or another. You can usually know the interests of a user by checking the topics he or she is following, has asked about or has answered. This information can be seen on the user’s profile.

You can follow such users to connect with them. Then, start answering questions that the users have subscribed to. You will usually get a notification on your Quora profile when a person you are following subscribes to or answers a question.

If a person “likes” or comments on your question on Quora, you can approach them via direct message. Be respectful when approaching anyone via direct message. You will be surprised how many people you can connect with offline.

Pro Tip: Connect with both industry leaders (influencers) and prospective customers. Industry leaders can give your brand a boost to their followers. On the other hand, you need to convert to to turn to leads and sales.

3. Build a presence for your business

Quora is not like Facebook where you follow friends to keep up with them. Rather, it’s a networking site that brings together different industry thought leaders, competitors, partners and anyone else that can make interesting contributions.

Use your real name, mention your business and fill out your profile completely. Then, follow the thought leaders and anyone else that is likely to add value to your business.

You are probably an expert in something. Contribute to relevant questions that are related to your business on Quora. This helps to build your authority and will improve your business’ brand awareness. Do not be corky. Rather, be helpful to other users.

build-awareness

Do not blatantly self-promote your business on Quora. If you are knowledgeable about your topics, users will find out from the kind of answers you are giving out. You can always link to a post on your blog if the information is related to the question you are answering, and the post will provide additional, helpful insight.

4. Monitor and engage

You should also find out what prospects are saying about your business on Quora. You can set up Google Alerts to get a message immediately your brand in mentioned. An easy way of doing this is to set up an alert in this format “Quora your business name

Replace your business name with your brand.

Apart from monitoring, engage with other users that may be interested in your business. Start threads for areas where you are an expert and stay engaged. Connect with other users, leaders and partners in your industry and be part of the conversation. This is a good way to build your business reputation on the Q&A site.

You can also set up a Google Alert for your competitors’ mentions on Quora. Generally, be up to date on what your industry is talking about. This includes finding out what is being said by or about your partners, competitors and anyone in between.

Think of Quora as an active version of Wikipedia. The site is trusted by readers and anyone can talk about your brand. However, unlike Wikipedia, you have the opportunity to step in and shape the thoughts of the users with regards to your brand.

5. Do research on your industry

Quora is a good place to find topics and questions that your prospective customers have. Therefore, you can use the site to research your market and provide solutions that are needed.

thought-provoking-questions

When you add value to a question, be it by providing an authority answer or suggesting a refinement in the question, you can subtly draw attention to your products or services as well.

You will be more successful with marketing through Quora by proving to be an authority in a subject matter. Apart from this, you need to build relationships with people that are interested in the subject that you are an authority in by following them and contributing to questions over a long time.

The best way to market in Quora is not to be everywhere. Rather, focus on subject matter and building tight-knit connections with your prospects. Apart from this, be a source of authority information in your niche and contribute regularly on the site.

6. Build industry awareness

The questions on Quora are just as important as the answers provided. Strive to ask good questions in your industry. The good thing is that if you are an intriguing or interesting question, you can get valuable feedback from other users.

The questions you ask can build industry awareness and highlight a problem that your prospects may be facing without knowing. Asking the key questions that drive your industry may not only improve your business brand awareness, but also get you a stream of new customers.

When framing your questions, you don’t want to ask every day questions that prospects have asked time and again. Rather, come up with thought-provoking questions that will ignite engagement and make users think about their business and the help they need.

5 Easy Ways to Maximize Your Email List

maximize-your-email-listEngaging with your email list subscribers is important to breaking the ice and building trust. However, are the subscribers taking the next steps to become paying customers?

We have talked about optimizing your blog, various ways to generate leads and how to make your landing pages convert well. Producing great content and promoting it using the right channels with help you get a good number of prospects.

However, you don’t simply want to build a list and stop there. Rather, you want the leads to take the next step and become customers.

Some leads may be interested in your products or services, but may need a little reminder to buy. This is where you come in. You can help your prospects take the next step and become customers through simple ways that will not make you look like you are trying too hard to push a sale.

Below are five ways in which you can convert qualified email leads into customers.

1. Set up Triggered Follow Up Emails

When prospects subscribe to your list to get notifications on new blog posts or an offer from you, your brand is at the top of their mind. You want to keep this momentum going

One of the ways of doing this is to set up a trigger emails. These are emails that are sent automatically to subscribers when they do a certain action related to your campaign.

For example, if your customers are at your online store and they abandon the cart or cancel subscription, you can send an automatic email asking why they did so. Could it be that the shopping cart is confusing or they didn’t find value in their subscription?

In the trigger email, you can offer an alternative that will help the leads stay with you. In the case or an abandoned shopping cart, how about offering free shipping or a discount for the item the customer was looking to buy?

Trigger emails get the attention of your customers because they are relevant and timely. According to getAmplify, trigger emails get 152% click-through rate, which is higher than what traditional emails get. Moreover, trigger emails have a 50% high open rate.

When set up well, trigger emails can play an important role in achieving your business sales goals.

2. Personalize Your Email Content

Another way to get value from your subscribers list is to build a rapport by personalizing your messages. Personalized messages make personalize-your-email-contentsubscribers feel that you are talking specifically to them rather than a large group.

Personalization goes beyond the common tactic of addressing subscriber by their name. For the best results, you should segment your list for further personalization.

For example, some of my subscribers are interested in social media marketing tips while others are struggling with content marketing. One way I can personalize my message is by sending exclusive content or recommending services that are tailored for the specific list segments.

My subscribers struggling with social media marketing may be interested in getting a Facebook Ads course at a discount. On the other hand, those interested in content marketing may want a one-on-one coaching call to review their content marketing strategy.

Sending different laser relevant messages to the different segments of my lists ensures that I build a rapport with my audience.

The more you segment your audience, the better your personalization could be. Depending on your industry, you may want to segment leads by gender, geographic region, age group, income levels and so on. This hyper-segmentation is crucial especially if you are providing a wide range of services of products that may not be blanket-liked by all your audience members.

Personalization also helps to reduce unsubscribe rates.

3. Have a Clear and Engaging Call to Action

You should have a goal for sending any email. For example, you may want subscribers to visit your blog, take advantage of a sale, use a coupon code, join your Facebook group of do any other action you may want.

A clear CTA is more likely to get subscribers to take action and move further down into your sales funnel.

TIP: Do not simply settle for a CTA and stop there. Test different CTAs and track their performance using your analytics tracking tool to see which ones get the highest click-through rate. A study by Content Verve shows that conversions can increase by up to 14.79% by changing the CTA copy. Test. Test. Test.

4. Link your CTA to a Dedicated Landing Page

The CTA should lead subscribers to a page that is relevant to the information they are expecting. Getting subscribers to click a CTA is difficult and you don’t want to waste your efforts by directing them to an irrelevant page.

Have a dedicated landing page for every CTA in your email. The landing page should deliver what you promised in the email message.

For example, if you want subscribers to read your blog and indicate to them in the email that you have a post about “10 ways of getting coupons”, do not link the CTA to a page about lowering credit card debt.

Doing so is misleading your subscribers and can hurt your reputation. Some subscribers may even unsubscribe from your list for taking them for a ride.

Keep your emails short and sweet. If you are using images in your emails, make sure they do not overshadow the CTA links. Moreover, the copy in the email should explain to subscribers what they will get when they click the CTA.

5. Offer an Unannounced Bonus to Your Email Subscribers

offer-unannounced-bonusNo matter the goal you have with your subscribers, you should strive to over-deliver value. There is nothing that makes subscribers trust you faster than providing more than they expected when they signed up for your list.

One good way of over-delivering value is to offer a webinar or exclusive course to the subscribers. This additional value should not be previously disclosed before visitors sign up to your list.

Providing a course cements your concern for the subscribers and also provides other benefits such as:

  • You can establish yourself as an authority in an subject you choose
  • It increases the exposure of your business to the subscribers, which improves the chances of conversions.
  • You can show more of what you have to offer before you pitch a sale to the subscribers.

Following up your subscriber with a free valuable course is a great way to lay the foundation for a long-term relationship.

The best thing is that you don’t have to work every day to keep in touch with your subscribers. You can set up an auto responder and ensure your subscribers are kept engaged, which will help you generate sales in the long term. Here is a tutorial from Smashing Magazine that takes you step by step on how to create an auto responder course that will help you make sales.

Bonus

For all the strategies you are using, make sure you test and track them to gauge their performance. The fact that visitors provided their email address to join your list means that they are wholly or partially interested in what you have to offer.

When you deliver value consistently to your subscribers, you will build their trust and steadily move them down towards the road of purchasing. The above 5 ways are simple yet effective in helping you build trust and move your leads down the road to becoming customers.