“Is real estate still a good investment in 2024?”
That’s the question a small business owner posed on Quora just a few months ago. Within hours, industry experts chimed in with insights, analysis, and personal experiences. The best answers didn’t just offer generic advice—they highlighted specific trends, provided market data, and shared links to expert resources.
Now, imagine if one of those experts was you. What if you could position your business as a trusted voice amidst the noise? What if your response didn’t just answer one question, but turned into a stream of potential leads, website visits, and meaningful engagement?
Welcome to the underutilized world of Quora as a marketing powerhouse—a place where knowledge-sharing meets brand-building, and conversations become the ultimate marketing tool.
Quora is a place to gain and share knowledge. It's a platform to ask questions and connect with people who contribute unique insights and quality answers. Can it be a platform for marketing and branding businesses and if yes, then which sort of businesses/ industries stand to benefit the maximum from Quora?
Yes, Quora can be a powerful platform for marketing and branding businesses, especially those that benefit from thought leadership, trust-building, and community engagement. The platform is built around the exchange of knowledge, making it an ideal space for businesses that want to position themselves as experts or provide value-driven, educational content.
While almost any business can benefit from using Quora, industries where expertise, trust, and education play a major role—such as professional services, real estate, tech, healthcare, and education—are particularly well-suited for the platform. Quora’s emphasis on knowledge-sharing allows these businesses to build brand authority while directly engaging with their target audience in a non-intrusive way.
Here’s how some these industries can maximize their benefits from Quora:
Professional Services (e.g., Consultants, Lawyers, Financial Advisors)
Why it works: Quora allows professionals to showcase their expertise by answering complex, industry-specific questions. Through thoughtful responses, they can build credibility, demonstrate their knowledge, and attract clients who value their insights.
- Example: A financial advisor answering questions about retirement planning or tax strategies can indirectly generate leads by providing expert advice.
Tech Companies and SaaS Providers
- Why it works: Quora is a place where people frequently ask about tools, software comparisons, and emerging technologies. Tech companies can share in-depth answers, showcase their unique selling points, and position their products as solutions to the users' problems.
- Example: A SaaS company can answer questions about project management software, explaining how their tool solves specific pain points, driving traffic and interest to their website.
Healthcare and Wellness
- Why it works: People often seek advice and information on health-related issues. Businesses in the healthcare, wellness, and fitness industries can share authoritative insights, build trust, and position themselves as helpful resources.
- Example: A wellness brand offering nutritional supplements could answer questions related to dietary concerns, weight management, or health trends, subtly mentioning their products in a helpful, non-promotional manner.
Education and Online Learning Platforms
- Why it works: Education-related queries are common on Quora, and businesses offering courses, training, or educational content can directly target individuals searching for ways to upskill.
- Example: An online learning platform can answer questions about career development, certifications, or learning new skills, positioning their courses as a solution.
Real Estate
- Why it works: Quora has many users looking for advice on home buying, real estate investments, and market trends. By answering questions in these areas, real estate businesses can demonstrate expertise and attract buyers or investors.
- Example: A real estate agent answering questions about local market trends or the process of buying property can gain the trust of potential clients.
Travel and Hospitality
- Why it works: People often ask for travel tips, destination recommendations, and accommodation advice. Businesses in this industry can provide personalized suggestions and highlight their services.
- Example: A hotel or travel agency can answer questions about travel itineraries, local attractions, or tips for navigating specific destinations.
Digital Marketing Agencies
- Why it works: As Quora attracts a knowledge-hungry audience, marketing agencies can use the platform to offer valuable insights on marketing strategies, tools, and industry trends. This positions them as experts in their field and attracts potential clients looking for guidance.
- Example: A digital marketing agency answering questions about SEO, social media strategies, or content marketing can showcase their knowledge, which may lead to business inquiries.
Startups and Entrepreneurs
- Why it works: Quora is a vibrant space for startup advice and entrepreneurial questions. Founders and business leaders can use the platform to share lessons learned, insights, and growth strategies, which can lead to increased visibility and opportunities for networking.
- Example: A startup founder can answer questions about product development, funding, or scaling a business, positioning themselves and their company as thought leaders.
E-commerce
- Why it works: Quora has a wide audience that regularly seeks advice on products, reviews, and buying decisions. E-commerce businesses can answer questions related to their products or niches, subtly linking back to their offerings.
- Example: An e-commerce store selling home decor items can respond to questions about interior design trends or how to style certain spaces, gently promoting their products as part of the solution.
And, yes Nonprofit and Social Enterprises too!
- Why it works: Nonprofits and social enterprises can use Quora to educate the public about their cause, share stories, and answer questions that align with their mission. This builds awareness and trust, potentially attracting donors or volunteers.
- Example: A nonprofit organization working in sustainability could answer questions related to climate change, eco-friendly practices, or the impact of community projects, highlighting the work they do and how people can support their cause.
Why Businesses Can Benefit from Quora:
- Thought Leadership: By consistently providing insightful answers, businesses can position themselves as thought leaders and trusted authorities in their industry.
- SEO Benefits: Quora answers often rank well in Google search results, which can drive additional organic traffic to a business’s website.
- Direct Engagement: Unlike other platforms, Quora encourages meaningful, in-depth engagement, which helps businesses connect with potential customers on a deeper level.
- Targeted Exposure: Businesses can answer niche questions, connecting with highly targeted and relevant audiences who are already seeking information or solutions related to their products/services.
So, how should a company proceed to benefit from Quora - what steps must it follow?
If a company wants to benefit from Quora, here’s an idiot-proof guide on how to do it, step by step:
Step 1: Create a Company Profile
- Why: You need a profile to participate on Quora, and it helps with credibility.
- How: Sign up for Quora using a company email or the email of a key team member (e.g., CEO or marketing head). Write a bio that explains who you are and what your company does. Keep it short and clear. Include your company website link in your bio so people can find you.
Step 2: Identify Relevant Topics
- Why: Quora has topics related to every industry. Find where your potential customers are.
- How: Use the Quora search bar to type in keywords relevant to your business. For example, if you’re in real estate, search for terms like “real estate investments”, “property buying tips”, “commercial real estate”, etc. Follow these topics so you can see new questions and answers related to them.
Step 3: Find Questions You Can Answer
- Why: You’ll build authority by providing answers to questions that are relevant to your industry and potential customers.
- How: Look for open questions under the topics you follow. These are questions that don’t have many (or any) answers yet. Choose questions that are directly related to your company’s expertise. For example, a real estate company might answer questions like “What should I look for when buying a new home?” or “Is investing in commercial real estate a good idea in 2024?”
Step 4: Craft Quality Answers
- Why: High-quality answers build trust and lead to engagement with your company.
- How: Provide real value. Don't just advertise. Offer helpful advice, expert opinions, or real-life examples. Keep your answers concise but informative. Around 300–500 words is ideal. Use headings and bullet points to make your answer easy to read. At the end, you can subtly include a link to your website or relevant content, like “You can learn more on our blog [insert link]” or “Feel free to reach out if you need more advice about buying real estate.”
Step 5: Be Consistent
- Why: Success on Quora comes from regularly participating.
- How: Set aside time (even just 15 minutes) each day or week to check for new questions and provide answers. Aim to answer 3–5 questions each week. The more valuable answers you post, the more exposure your company gets.
Step 6: Monitor and Engage with Your Answers
- Why: Engaging with people who comment on your answers builds relationships and increases visibility.
- How: Check for comments or follow-up questions on your answers. Respond to them quickly, thanking users for their input and continuing the conversation. Keep the conversation professional, helpful, and always steer it back to your expertise.
Step 7: Promote Your Quora Answers
- Why: You can use your best answers as marketing material outside of Quora.
- How: Share your most insightful answers on your social media profiles (LinkedIn, Twitter, Facebook).Include links to these answers in emails or blog posts to demonstrate expertise in your industry. You can also embed Quora answers directly on your website if relevant.
Step 8: Track and Measure Your Success
- Why: Tracking progress helps you see what’s working and where you’re getting results.
- How: Use Quora’s notifications to see how many views, upvotes, or shares your answers get. Use tools like Google Analytics to see if Quora is driving traffic to your website. If you’re generating leads from Quora (through traffic or comments), note what types of answers or topics led to those conversions.
Step 9: Consider Using Quora Ads
- Why: If you want to boost your presence, Quora also has an ad platform.
- How: Create a Quora Ads account. Target ads to the people asking questions related to your industry (e.g., “real estate buyers in New York”). Run targeted ads to direct traffic to your website or landing page.
Step 10: Stay Authentic (well...this isn't exactly a step !)
- Why: People trust you more when you’re genuine, and Quora rewards honest, value-driven content.
- How: Avoid over-promoting your business. Focus on being helpful. Establish your personal or brand authority by answering questions regularly, providing expertise without the hard sell.
By following these steps, your company can build a solid presence on Quora, drive traffic to your website, generate leads, and become a trusted authority in your field.
Here's a Quick Recap:
- Set up your profile with your company’s details.
- Follow relevant topics and look for questions in your industry.
- Answer questions with helpful, value-driven responses.
- Be consistent by answering regularly.
- Engage with commenters and build relationships.
- Promote your answers outside Quora.
- Track success to see what works.
- Explore Quora Ads if you want to boost visibility.
As the digital landscape evolves, businesses are constantly looking for ways to cut through the clutter and make genuine connections. The real question is, will you watch from the sidelines as others take advantage of platforms like Quora, or will you lead the conversation? Your audience is already there, asking questions and seeking answers. It’s up to you to position your business as the trusted guide.
Because, in today’s market, it’s not just about what you know—it’s about who knows you.
