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A guide to using Quora in your B2B marketing

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As a B2B marketer, you are constantly looking for new and innovative ideas to conquer­ your market. Driving customer engagement with the use of social media has become a crucial element to your marketing strategy. Social platforms like Twitter, LinkedIn, Google+, Instagram and Pinterest have a lot to offer business in promoting their brand and products. But are you also using Quora? Let’s look at how Quora aids B2B marketers like yourself in achieving your marketing goals!

What is it? How does it work?

Quora is a fun and informative tool for any marketer. A community-driven question and answer platform for anyone who has a query. A wide variety of subjects are discussed here and members use it to ask questions, hoping to obtain a few expert answers.

Quora is a great free resource when used correctly; you can build a powerful platform for promoting your company and projecting yourself as an expert in the field. It offers brownie points – an upvote in terms of Quora to acknowledge if your answer has been greatly informative or useful to the community.

Sadly, there’s also a down vote, and people do scrutinise your answers. So be precise, informative and concise.

Why is it a great place for marketers?

With the help of Quora, B2B markerters are discovering how they can regularly engage with new audience.

For example, if you do a search in Quora on: What's the most effective B2B marketing strategy for targeting small, local businesses?

You would find 15 answers giving advice on the subject. These answers are awarded an upvote depending on how useful it was to the readers – this is an ideal way to introduce yourself as an expert in a crowded platform. Regularly engaging with Quora audiences can in time help to build an expert profile for yourself. This would be useful as Quora offers advanced options wherein the audience can specifically target a question towards you.

A majority of customers are turning to social networks for proof that your products deliver results – especially in the form of unbiased reviews from customers who have the experience of using them.

Your strategy on Quora should be tailored to your product image, company goals and brand image. You have the advantage in that you can choose which questions to be a part of.

Listening to what your potential customers are saying

You can also use Quora to listen and learn about what your potential customers are discussing. Customers are always looking for information, reviews or sharing their individual experience. Following them will keep you tuned in to what’s the general view on your product, your business or your industry in general.

Also, a customer could have reviewed your product or service, a perfect opportunity for you to engage back with them creating a trustworthy brand image amongst potential customers. Being active in Quora could give you the insights you need to change the way you promote your business and incorporate it into your B2B marketing strategy.

Conducting a competitor analysis on Quora

Quora also serves as a great platform to connect with other businesses and find out what your competitors are up to. You can determine:

  • The size of your competitors?
  • What new markets have they entered?
  • Analyse their engagement strategy with the Quora audience

Knowing your competitors' strengths and weakness will help you determine your own. Keeping this insight in mind, as you identify the gaps in your strategy and how you can bridge them.

Studying your competitors on Quora can help you compare your performance and keep abreast of the developments in your industry.

So, Quora helps you

  • Identify your customers and their expectations
  • Engage with your customers
  • Act on information
  • Effectively social network with your industry
  • Gather competitor intelligence

Getting your profile right on Quora can help use customer engagement to drive your business. B2B products are usually complex, and the expertise which you can provide to your customers through Quora will help them through the buying process and build trust

Studying and incorporating Quora tactics will help B2B marketers understand how they can better reach customers, interact with them, and improve their overall results. Being a digital Q&A book, it’s fascinating to see the many answers you might receive or be a part of.

Quora in the hands of a B2B marketers is growing more powerful each day! It’s up to you to join this marketing revolution.

Feel like you could use some help with your strategy? Get in touch with us for a review.

 

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