Quora - Learn how content can be powerful and generate B2B Leads!
Every company is looking for the next big deal, the next big opportunity that lets them grow and hit all their targets. But is every company utilising all lead generation channels? Quora can be an extremely powerful B2B lead generation platform, if used correctly. Read on below to find out how.
What is Quora?
For those that haven’t been to the website before, Quora is a social site based on a question and answer format. Users are able to submit questions about anything, on any subject, and have the community answer it.
Quora is a huge website, it gets a lot of visitors, and also ranks fairly frequently in search result, so you’ll have most likely seen it on Google or Bing. It was first launched in 2009 and now is ranked 149th on Amazon Alexa’s list of top 500 websites. In 2016 the user base was estimated to be more than 200 million, which is a huge audience to consider.
A user just has to make an account and then they are free to ask questions and give answers to other users’ queries. The best answers are given upvotes by readers, helping to define who knows what they’re talking about with the most relevant help and solutions to the question asked.
If a person can consistently answer questions around subjects they are knowledgeable about, it’s a great and effective way to build awareness of your personal brand and company. Within your sector, you can establish yourself as a leading expert. Due to the number of people on the site, this is a large potential audience of people who can view your quora profile. But the question is, can all this visibility be used to generate revenue for your business?
How can this platform be leveraged for B2B Leads?
Build Your Profile With a Business Focus
If you want to generate leads through Quora, you have to prove your worth on the platform. Do you have any social proof of your credentials? Social proof works as evidence that your strategies are correct and you know what you’re talking about. Including this on your profile will build a level of trust between you and the people viewing it, which will create more likes on answers.
Some examples of social proofs you could add to your profile:
- Credentials and accolades
- If you have been published, or if you’ve been mentioned by a publication
- Details about your business and what you do within it
- Highlight the industries and topics you specialise in.
It’s important to not write an overly long, wordy essay for your description. People won’t read it. Make your points simple, concise and clear.
Lastly, at the end of your profile, link out to your website. This link should also be UTM-tagged so you can accurately track traffic that has come through your Quora efforts.
Answer Questions Within Your Business’s Sector
When you are satisfied your profile is built to showcase your value, it is time to bring people in to view it. Quora has a search and browse section that lets you view topics and sectors.
Begin following topics you know enough about to give valuable answers to. Only the best answers will be able to set themselves apart from all the others, so it would be a waste of your resources to answer on topics you can’t provide enough value to. If you want to create leads for your business, you have to know what you are talking about.
Engage with other users, invite them to ask more questions if they have any, comment their thoughts, and upvote your answer if it helped. The more upvotes your answer gets, the more people will see it.
Remarket To People Who have Visited Your Quora Page
The above stages have all been leading up to this. There is a chance that a person was so impressed by your answers and profile that it leads organically to a sale, but this is a small chance. What all the traffic you have generated is great for is creating business leads.
Build remarketing lists and paid ads to retarget the people who have visited your profile. From there the goal is to get their email address by providing them with valuable content that is worthwhile enough for them to provide their email in exchange. It’s then a case of keeping them moving down the sales funnel until they convert into a sale.
It’s difficult to create leads for your business. If you never considered Quora as a potential channel for lead generation, it’s time to think if it could fit into your marketing strategy. With over 200 million active users, there’s a huge market of people and you never know which one will be the next big break for your business.
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