Establishing your Authority with Quora
Reading time: 3 minutes
If you do business in an industry where knowledge is seen as a demonstration of your ability to deliver results then sit tight. Spend five minutes reading the rest of this article and go and sign up to Quora.
Quora is a Question and Answer platform similar to that of Yahoo Answers but in a less ‘How big will my cat grow?’ and more of ‘How do I better market my small business?’
When I first wrote about the opportunity with Quora back in 2012, it had been valued at more than $400 million. Fast forward to 2017 and and Techcrunch reported that the app was valued at around $1.8 billion.
If you’re questioning its valuation and popularity, then you should know that Adam D’Angelo, Quora CEO had stated on the platform back in 2016 that they ‘had over 200 million monthly unique visitors‘.
It is a huge community.
One that is wanting to hear from experts on their topic. People like you.
But what do you get out of it?
Why you should be answering questions on Quora
- Gain Exposure and Build Authority
- Drive Traffic to Your Website
- Stand Apart from Your Competition
- Get Mainstream Exposure
Depending on your chosen topics, there could be a significant community out there with questions that you are well-positioned to answer. This is a great opportunity to get your name in front of a larger audience, whilst also establishing your authority on the topic.
When it’s appropriate, you will reference a blog post you have on your own website, so that you can provide the Quora visitor with more detail. This will drive traffic.
Your website copy is likely very similar to that of your competition. By answering questions on Quora you can provide potential clients/customers with an insight into your knowledge and another perspective that will make you stand out from the competition.
Journalists/editors often trawl Quora to find expert commentary on topics they’re publishing in the mainstream media. If you’ve maintained a professional profile and successfully portrayed your authority on the topic, a significant opportunity may arise.
8 Tips for using Quora to establish Authority
- Create and optimise your profile. Link it to your LinkedIn and Twitter accounts. Use your about section to implement keywords for search.
- Follow topics that are relevant to your business and that you can confidently answer.
- Try to be one of the first responses. This will ensure your answer gets optimal exposure and engagement.
- Research your answer and reference statistics if applicable. Provide concise and polite answers without self-promoting too much. Casually refer to a blog post you’ve written or if you’re not blogging then refer to your website but only if it is entirely relevant.
- Provide a link to your Quora page from your profile on your website. Visitors to your website will have very different objectives, some just want to see a good website before making contact and others want to research as much as they can. This is what a link to your Quora profile will provide.
- Be consistent. Your audience is following topics and they are likely receiving notifications from Quora. Be consistent within your topic and keep interacting.
- Start a Quora Blog. You can add a blog and write articles on the platform. This is a great way to repurpose posts from your own website.
- Each time you have published a new blog post on your own site, search relevant questions on Quora and reference your article.
Quora does not need to be rocket science. We all have our specific areas of knowledge and Quora is simply a vehicle to untap that knowledge and use it to build authority within your industry.
Questions of your chosen topics get dropped in your inbox and you answer them if you have the time. The basic premise is to keep providing thoughtful, concise and quality answers that the Quora community appreciates. This will be the key as to whether you can successfully use Quora to build your authority and maybe even drive business.
Quentin Aisbett is the strategist at OnQ Marketing. He has a specific focus on local and mobile SEO, content strategy, and marketing automation. Blogging all the time, tweeting even more so. Pick his brain on Clarity.fm.