Quora Questions | How To Use Quora Marketing For Business

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Quora Marketing – How To Use Quora Questions For Business

What is Quora Used For?

Quora Question & Answer site is a social media platform and search engine that provides valuable discussions on various topics. Quora is a social network based on Question & Answers. While other sites are highly visual, Quora is not. Users go there specifically to ask, answer or read questions, a lot of them.

According to SemRush, every day on Quora:

  • 3 to 5k questions get asked daily
  • 99% of the questions are answered
  • 80% of the questions get three or fewer answers
  • Quora has a domain authority of 80
Quora questions and answers

Quora provides value to its users through education and guidance. People use Quora questions and answers to learn something specific or share their knowledge. It also can be an excellent place for businesses to build brand awareness, gain backlinks to their website and add to their reputation as a subject authority, which benefits how Google evaluates your site for E-A-T.

Is Quora Safe?

Quora was founded in 2009 by Charlie Cheever and Adam D'Angelo. The site gained momentum quickly and, by the end of 2010, was valued at over 86 million dollars. It is available worldwide and translated into many different languages.   

It has a long history of notable members such as Peter Thiel, Barack Obama, and even Mark Zuckerberg.  In 2018 they are mentioned in a Chinese government publication as one of their tools of choice for foreign propaganda campaigns.

As a forum open to all, the quality varies quite a bit. Quora does not police the answers for quality or accuracy. Look closely, and you can find as much goodwill as you can malicious intent. Finding the value depends on you.

Quora was created as a community of users drawing on crowd-sourced knowledge, reinforced by up-voting, so the best answers should rise to the top. But people do manipulate things. It happens everywhere.

Will Quora Overtake Traditional Search?

Quora is a search engine in the form of a question-and-answer website, but it is unlike search engines as we know them.

Google, Yahoo, Bing, Ask.com, and others are all looking for popular questions, but more importantly, they are looking for high-quality answers and solutions to their searcher's questions and queries.

When you perform a query on Google, it brings up what its' algorithm thinks are the best results based on its understanding of the query and entities in question. The SERPs should be sites that are relevant to your query and intent. It can be a massive benefit because the top results should be the highest quality and most useful relevant properties.

Quora's content is often newer, can be more relevant, and is user evaluated. A user asks a specific, compelling question, and the online community submits what they feel are their best answers. Users then upvote what they think is the best answer.

In theory, the chances of getting fresher, more accurate answers on Quora can be higher. If the answer changes with time, anyone can go to that question and submit a new solution that users will review.

PRO TIP: Quora questions can rank very well on Google. Search google for: site:quora.com +"your keyword phrase"  The results will list all of the related relevant Quora questions that currently rank on Google.

When you find a Quora question ranking very well for your keyword phrase, you can try to take that ranking for yourself by finding that question on Quora and submitting a much better, more helpful answer. People reading your new answer would upvote it over the existing solution. But it is not immediate.

If the question has many followers, they will be notified of the new response, which might hasten your rise to the top.  We advise adding a video to your answer as these get more views.

Who Uses Quora?

People on Quora come from all walks of life and backgrounds.

Core users that put time into Quora answering compelling questions are building their reputations on the site. They can build massive followings, network with known authoritative figures, and even become recognized authorities.  In 2020, Quora added the ability for authors to monetize their posts as exclusive content behind a very low-cost paywall.

According to Alexa and SemRush, Quora users are:

  • 43:57 - The Female vs. Male user ratio.
  • 37% of users are decision-makers for businesses
  • 300 Million monthly unique users
  • 75 mil monthly US users - 25% of their total traffic
  • It is ranked 378th in global Internet Engagement
  • 60% of the traffic is from search engines
  • 53% of the search traffic comes from Google
  • Quora ranks for 67 million keywords, with 5.5 million on page 1 of Google

How can I Use Quora for Business?

How do I Build my Brand on Quora?

How would you promote your brand on Quora? Quora is an excellent place to promote your brand. Quora can provide benefits for you if you are:

  • A small business owner
  • Entrepreneur
  • Anyone trying to get their website or company name out there

Contributing to the conversation on Quora builds awareness for your brand. When someone sees your brand or logo, you want them to recognize who you are. To take that a step further, you want your audience to realize that your brand represents trust and authority.  

Your ultimate goal is to presell your potential audience.  When they go to Google or Amazon to search to make a purchase, they want the branded search.  They convert at much higher numbers than unbranded searches and cost you a lot less to acquire that customer.

When you are posting and participating in discussions and posts on sites like Quora, you are doing your job of getting your brand out and in front of people that wouldn't ordinarily see it. Google loves to rank Quora articles.

Your potential buyer may not use Quora, but as they search for information about making a purchase, they may come across multiple Quora pages across the search results. If they click the answer and see you as the brand that is providing the best answers over and over, then you are building trust and awareness.

You might not be able to rank your site for specific terms organically, but Google assigns a high value to Quora answers, and this can give you the ability to get yourself to the top of the search results via Quora.

How can my Business Utilize Quora Questions?

We use Quora for marketing purposes to drive traffic to our website, rank our site higher on search engines, and build trust and authority for brands.

What can you do with Quora? As a marketing strategy, there are a few ways you can use Quora for business. For example, you can answer questions about your products and services and advise your potential audience members while building brand awareness and authority.

If you sell eyeglasses, you can ask people how their vision was affected by wearing glasses. You can also answer questions about your primary topics to drive traffic to your website and increase search engine rankings. These questions are like advertisements for your website—the more traffic your website receives, the higher your search engine rankings.

Quora is not a place to hard pitch your product unless you do that through paid ads. Pitching your product in all of your answers will get you flagged for spam and booted fast. Only mention your product when it is appropriate. Only link to your content when doing so provides additional context to the specific question.

If you can answer questions on a free website that results in traffic, it will benefit your SEO and provide backlinks.

Using Quora to Support Current and Potential Customers

There are multiple methods to accomplish this. You can ask and answer anonymous questions yourself, although it looks more professional if someone else asks the question. Users will notice your authority, and you will quickly see that you are requested to answer niche-specific questions.

What are Some Ways to Use Quora Marketing to Gain New Potential Customers?

First, create open-ended questions to start a conversation and make it a public post. If you want it to be in a category, select one before submitting the question.   If you sold bikes for little kids, you could ask what age you think bicycle riding is safe for young children or what kind of safety gear is appropriate for young bicycle riders.  You are opening a dialogue with your potential audience.

Second, write questions and answers on topics relevant to your niche. People are there looking for solutions. They like a good step by step guide.  Ask questions that agitate the problem. Provide helpful solutions.  Feature an ask the experts style Q & A session.  Build trust and awareness by regularly answering questions in your niche, creating a content knowledge base, and establishing yourself or your brand as a topical authority.

Third, promote your questions by sharing or answering other people's questions about your niche topics.    Get involved in shoulder niches that are closely related to yours.   Consider creating educational content.

Repurpose your Content with Spaces

Quora's blog feature is now called Spaces. You can create a space about your topic and build your wiki or knowledge base with distinct questions here. We suggest you consider making a space for your brand to use as a knowledge base. Make it specific to your brand and use it to address brand topics, announce new products and offer customer service.

Create a separate space and repurpose your content as entire posts using it as a psuedo blogging platform. Or you can break it down into a collection of questions and provide the answers yourself. It is a perfect way to repurpose your subheading posts separately, making them more specific to the topic.    

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You can ask and answer additional questions about your topic to get things going. Search on Quora to find the most engaged authors on your particular topic. Invite them to answer it, building authority for your space. Their answer will attract traffic to your space from their followers, which will help build followers for your community—extending the conversation around your content topic.  

Quora allows you to show off your expertise and share knowledge with others in your field.

The communities at Quora are structured to allow participants to gain exposure within the space by answering questions, creating original posts, and allowing other members and users to follow them for updates and new content. Quora is optimized so well that Google indexes and ranks questions, answers, and users, giving link builders a way to receive additional traffic through Quora without being penalized by Google. 

Track Relevant Topics by Subscribing to Them

Quora gives you many methods to follow your topics and even specific posts.   Be sure to subscribe to your main topics and some of the more reputable spaces in your niches.  When you come across questions you want to answer later, choose the three bullets to the right of the title and Answer Later.

Identifying the Best Quora Questions to Answer

What are the Most Effective Strategies on Quora?

How do you find the best questions to answer on Quora? One critical aspect of Quora marketing is your goals. What will you do with the traffic you're driving? You may be looking to increase web traffic, engage more followers, or want people to read your brand's updates in their inbox (similar to Facebook). Find questions in your niche that intersect with your goals.

Regardless of your goals, post content on Quora that relates to your audience. For example, if you want people to visit your website through Quora searches or share updates about what's happening at your company with followers via the site, make sure every answer you post encourages the site visit, is topically relevant, and provides some value in the referral, such as additional information.

Quora Answers

Keep your writing at a non-academic level. Write in the same tone and inflection that you speak. Keep your paragraphs short and concise, but don't write super-short responses. Make sure that your responses are complete answers. Provide straightforward, to-the-point answers. Give them brief advice rather than long diatribes.

Remember, the questions asked are your target audience telling you what is important to them in their own words. Pay attention to this. It can be very revealing. You can use it to identify the best content and topics to get engagement from your audience. 

You win when you find questions about content that you have already published. Repurposing your content to their answer saves you time, plus I would add a link back to my content for additional information. 

Finding Questions Receiving Organic Search Traffic on Quora

The whole point of Quora is to collect and share the world's knowledge. Each question gets its webpage, with all answers submitted. Whichever answer receives the most useful tag appears at the top and usually gets the most traffic. Useful doesn't equal the most upvotes!

The content hyper-focused on that one question hyper-focuses the SEO leading to a very high ranking on the search engines. An answer can go viral in the Quora feed without ranking. It results from appearing in the feeds of people who follow the question and your profile.    

Don't write like a blogger. Quora users do not like fluff.  Keep it clear, concise, and to the point. Relevant personal experiences are well received as well. Personalize your answers and give your opinion, but back it up with facts whenever you can.

If you want to get a large number of views and traffic, the questions you ask and the answers you post must be well thought out. Write about things that you have experience in. 

There are no titles; everyone answers the same question. That makes the content even more important. Ask yourself if your answer will be relevant to a stranger asking the question. Planning and visualization can go a long way toward maximizing the traffic from Quora.  Consider including a helpful image or video in your responses.  Media always increases dwell time and quality.

Prioritizing your Questions

Quora is different from forums or social media because it's built around asking questions and discussing topics that matter to people. When answering questions, provide short but informative answers that cover key points about your expertise. People want expertise, not opinions- so offer straightforward advice, not long rants. 
The items below are best practices for choosing which question to answer.

  1. 1
    7:1 ratio of followers to the number of answers provided. Skip this if some of the qualifiers below apply.
  2. 2
    Dissenting opinion or controversy - If your answer causes controversy and you back it up with facts, these can go viral quickly.
  3. 3
    Many followers, but poor quality answers
  4. 4
    A question that you can provide a personal image or personal story to complement
  5. 5
    An emotional pull makes it easier to write more genuine answers with thought-provoking stories
  6. 6
    Relevant to your bio offer
  7. 7
    A question with poorly-written answers making yours more likely to stand out
  8. 8
    Questions seeking fact where the existing answers are all based on personal opinions and not fact.  It is easy to stand out with those questions.

How to easily qualify an answer as perfect for answering. Look for existing answers that focus on self-promotion over providing great content. These answers are everywhere sometimes. Quora users hate self-promotion.

Some categories have far more followers than others, so don't fret over the 7:1 ratio as long as some of the other items above are present;

Always proofread your answer before submitting it for others to see! A poorly written answer reflects poorly on your expertise- so take the time to proofread it before submitting it! 

You may be surprised at what works on Quora and what doesn't. For example, some questions are too specific to any demographic, and your answers won't resonate with others. On the other hand, some people love to self-promote and ask dozens of questions weekly in the marketing section.

Is Quora Good for Audience Building?

Yes, Quora is a platform where you answer questions from your perspective. Answers to these questions could range from ones about a specific topic to philosophical discussions. Users can then follow you, follow the specific question, ask follow-up questions or start a conversation around that topic.   Quora provides multiple ways for users to connect and follow people, questions, and topics.

What are good Quora marketing strategies? There are many marketing strategies to use on Quora for business. One of the most popular methods is to focus your question answering on topics with additional content on your site.  

Be sure you answer enough of their inquiry to show the value of following your link. It will show people you have expertise in this area and attract more followers who want to click through to your site and get the latest information!

Selling in the 21st century is no longer about the hard sell.   It is about helping people, providing free value up front, and establishing trust.  When you get it right, the product sells itself.

I started spending 2 hours a month on Quora in 2018 answering questions. I have fallen far short this year and maybe spent 3 hours answering questions in the first six months. Still, my answers are generating approximately 5k views for months and have generated 94k views since I started. I've gotten clients from Quora, suitable backlinks, and monthly traffic.

Quora for Business

These are my stats from spending about 2 hours a month on Quora

My experience has been balancing the types of questions I'm looking to answer.   The new questions take a while to build up views.  I can get many more views on questions that have been around for several months or longer and have followers.  Also, seeking out prolific authors with thousands of followers and answering some of the same questions will get a lot of eyes on your answer.  

How do I Target my Posts to the Buyer's Journey?   

Consider who your potential audience is and their position within the buyer journey to format the right questions and answers to find to post on. When looking at a list of possible questions that need answers, start by eliminating the questions that would not benefit your audience at any stage of their journey.

What questions would I ask myself if I were seeking information on this topic? What questions would I ask if I did not know the subject? What questions would I ask if I was knowledgeable but needed more in-depth information? What are common obstacles for my topic, and what kind of questions would I ask to overcome them?  

Hopefully, you have been developing content on your website that answers these questions and others by now. If so, this now gives you an excellent opportunity to repurpose site content and a reason to send people back to your site for additional information.  

Don't choose questions with more than 25 to 75 answers. It is too easy not to stand out. A handful of answers or less is ideal. Read the existing answers and look for opportunities to provide better, more complete answers or updated content. You have to stand out as the best.  Being the only answer with a short video always ranks better.

How do I Drive Website Traffic with Quora?

Which are the best Quora questions for driving traffic to an eCommerce website? Every type of industry has questions about the best solutions for their needs. eCommerce has no shortage of these questions either. It's easy to find helpful information by asking well-informed Quora users about the best solutions for your specific needs.

Start typing your question in the search bar, making sure it is clear and concise, and exploring the results for well-informed answers to help you with your query. Use this trick when someone asks a question you know the answer to, which feels like providing a quick, insightful response. If they're looking for more in-depth information, refer them to your website or blog post!

Quora Marketing and Advertising

Marketing and advertising on Quora are essential to increase your brand awareness and gain more followers. Quora could be a good place to advertise if you're trying to generate traffic, as people search for content on Quora quite often.

If you were marketing a new product, for example, marketing through Quora could provide extra traffic as people would see the content listed as "Sponsored." You can also use the "Sponsored" option when answering questions or posting updates related to your brand.

If you want people to find content on your website using the Quora link, you can link to it from a relevant answer, but only if the page you send them offers additional information for the question asked. They are quick to ban answers for spam.

Quora ads are low-cost and effective for driving traffic to your content and relevant products.   If sending traffic to Amazon, send them to your storefront.   Consider promoting content answering a question by running an ad with the 'Question' title and your website (with the answer) as the destination.

What are the Key Metrics of Customer Satisfaction with Quora?

What are some examples of tools used to measure customer satisfaction with Quora? There are many tools used to measure customer satisfaction with Quora. One of the most common is the Net Promoter Score, which relies on asking customers a question on a scale of 1-10 and scoring them as promoters, passives, or detractors.

Another way to measure customer satisfaction with Quora is by running polls and surveys. It can be done on Quora as well as through some other websites such as SurveyMonkey. What are some examples of challenges that marketers face with using Quora? 

Some challenges that marketers may face when using Quora include: 

1) Quality content: Some marketers might not know what they're writing about and end up writing low-quality articles that people don't want to read and take the time to read 

2) Only writing for search engines: If you are only writing for search engines, you will find yourself in a niche with only a few people visiting your site. There are many ways that people can help your site rank better. 

3) Writing for your audience first: Not only are you writing for search engines, but you are also writing for your audience. By joining Quora, you'll be able to share your knowledge with others  Always write for your audience first, and optimize for search second.  However, you need to get in the habit of naturally writing in ways that are for your audience but formatted for search by nature as your write.

Maximizing the Potential of Quora Marketing

Getting Started - Where do I Begin on Quora.

Create an account on Quora.com

  • You can either create a brand new account on Quora or use your Google or Facebook account to sign in. 
  • If you are entirely new to Quora, you will be walked through a brief profile setup process that includes selecting your interests, your area of expertise, what other language you want to use (aside from English), and so on.
  • Browse through the site and get comfortable with the layout and format

Optimize your Profile and Bio

The easiest way to use Quora for marketing is to start by optimizing your profile and bio.   

  • Add an overview of your business and service.
  • Start with your bio, which begins with your credentials. It is one tagline beneath your name.  
  • Include a link to your website in your tagline. This way, your site link appears in everything you post, as it always shows.
  • Establish yourself as a subject matter expert by introducing yourself and your background. It is a positioning statement for trust-building.
  •  Add a call to action to motivate them to visit the website. 
  • Social proof is always a no-fail addition if you have something.
    Cross-promote your other social profiles by adding links to the other sites they can follow.

You can create multiple credentials, which is convenient. For someone like me that might post for different clients, I can change my credentials accordingly to fit the article.

Top writers design their bio with the following elements:

  1. 1
    A relevant offer 
  2. 2
    Social validation
  3. 3
    A memorable picture
  4. 4
    Links to your other content
  5. 5
    A call to action

Quora used to allow multiple profiles and blogs per user. The blog feature is now called spaces. You can invite other authoritative authors to answer questions you might post in your space. For example, if you were a marketer like me, you could create a marketing space and ask some.

While this may not seem like a very engaging way to market, it can be a very efficient and straightforward way to do so.
That's because you can use Quora's traffic to build awareness for your product.

TIP: We recommend having several employees in different disciplines give their own expert opinions on the topic, increasing the number of people who come across your business and engage with your company in an expert conversation.

A word of caution: before engaging in discussions, understand Quora's policies on self-promotion and spamming before getting carried away!

Bonus - The Quora Ads' Hack'

You have read this far, and I thank you.  This next section is my way of saying thank you.   It is a foolproof way to be sure that you are answering questions that are getting seen already, increasing your potential benefits.  You are not running an ad, but the answers you seek are revealed in the ad setup.    Simulate setting up a Quora ad to quickly reveal the most relevant questions in your niche driving the most traffic.

  1. 1
    Sign in to Quora ads from the main dashboard
  2. 2
    Create a test campaign, choose an objective and set a budget
  3. 3
    Click > Continue
  4. 4
    Click > Contextual Targeting, Chose > Questions in the dropdown
  5. 5
    In the keyword field, Choose > Bulk
  6. 6
    Enter one keyword phrase or topic you want to answer and Click > Continue.
  7. 7
    You will list of most popular questions on your topic ranked by weekly views with traffic stats. 
  8. 8
    Open each relevant question in a new tab and Choose > Answer Later.
  9. 9
    Check out the current answers and ensure your answers are better content and higher quality.
Quora Marketing – How To Use Quora Questions For Business

Quora Tools

There are several different paid Quora tools available on the Internet as well.   The ones that I know about and have tried are Topic Mojo, QAPop and Q-Stats, a chrome extension.  

People call Topic Mojo a Ask The Public alternative.  In reality it is far more than that because it uses many different sites to gather information from including Quora, Reddit, Google, Google ads, Bing, Bing Ads and others.  It is an effective research tool for content ideas and to learn what is popular.  

QAPop is a tool that I have a lifetime membership to and use as part of my Quora data research.    It searches your topics on Quora and stays current with the best questions to answer including the relevant stats like followers, answers, traffic, relevance etc....   I find value in that.   It also has an editor that you can use to create your responses.   Both QAPop and Topic Mojo occasionally offer lifetime deals through deal sites like Appsumo.

QAStats is my least favorite of the 3, it is a chrome plugin with a limited trial but does provide stats and as a plus,, can be used directly inside of Quora itself.  It seemed like a decent research tool once you on a paid level.  

The amounts of tools that we need, want and can use is endless.   It is very easy to spend way too much money monthly on tools.  The most Ive ever spent monthly for the tools in my agency was 5k a month. At the time, affording it was a non issue, but still that is a lot of money.  I prefer to spend a little more and buy lifetime deals rather than fork out a hefty sum every month.

Be Knowledgeable, Helpful and On Point, not just Good or Full of Yourself

The entire premise of Quora is to "store the world's knowledge" in one place.    The biggest flaw of Quora is that it is filled with answers from people who have know real knowledge of the subject, they are stating things based on opinions they have heard.  Filtering out opinion from fact can be difficult, but it makes it easier to stand out if you can be factual and back up your facts with real data.  What that looks like, depends on the subject.   

For the questions that I answer, it is fairly easy because finding verifiable statistics to reference is not that difficult.   Everyone thinks they are an expert about things they do not know a thing about.  It is easy for me to dispute because I've been around the block, have a ton of real experience and can speak to the topics from a place of real experience.

Conclusion - Quora can Provide More Than the Obvious Benefits

Answering questions on Quora and having a presence on Quora as a topical authority is beneficial for a business and its website for a number of reasons. First, it helps build brand awareness and reputation. Second, it can help generate leads and traffic to the website. Third, it can help build relationships with customers and prospects. Finally, it can help create an ecosystem of followers who can help promote and sell the business's products or services.

I know a marketer with approx. 10 different websites that focus on subjects people don't like to talk about in public.   Herpes, acne, psoriasis, hair loss, other std's, all health related.   He uses one of the many different social listening platforms and only monitors Quora.  

He has VA's that monitor the software and this is the only marketing that he does.  He has built up an extensive collection of articles on his sites that they use for their answers and then refer people to the site for additional information.  When new questions are asked, they forward them to the marketer who creates content for the site that they can use for their answers.  

I have no idea what kind of revenue he does combined across the sites, but know he purchased his and her Tesla's last December so he must do fairly well.  

I wouldn't suggest only using Quora though.  Quora should be a part of a larger marketing plan across multiple sites.  You want your potential audience to see references to your brand across multiple places they frequent from people they trust and strangers.  The trend is consumers will trust recommendations friends and family first, then strangers, then influencers and a brand last.  Keep that in mind with all of your marketing.

About the author 

Joe Reichsfeld

Joe Reichsfeld is an E-commerce Coach and Consultant who has been helping entrepreneurs succeed online since 1999. Before E-commerce, Joe spent almost 20 years managing and consulting in the food and beverage industry. His background, plus years of experience working with thousands of sellers, gives him a unique perspective and approach that has helped many clients.

Joe currently works with solopreneurs, small and medium-sized businesses, and Fortune 500 companies. He helps his clients create strong brands—using organic and paid methods—that have proven to deliver sustainable sales, traffic, and long-term growth. His strategies help clients dominate their niches and reach a larger target audience while diversifying across markets and borders. Book a 1 on 1 coaching call with Joe today and find out how he can help your business grow!


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