The Ultimate Guide to Organic Quora Marketing

Over 400.000 different topics make Quora one of the best places for sharing knowledge educating your potential customers. Not to mention that 63% of Quora visits are coming from search engines.

Even more - Quora has more than 620M visitors per month, and that makes it the 80th most visited websites on the web.

Keeping all of this in mind, not finding potential customers on Quora will be silly.

This is my number of website visitors that I’m getting from Quora - it isn’t some big number, but it’s still something and it brings conversions. However, I still do believe that you should use Quora for brand awareness anyway.

Organic Quora marketing will not just bring you more website visitors, but it can ultimately help you to achieve more conversions, build better brand awareness and get social proof that could be necessary for your future campaigns.

So, if you find it hard to write answers or even to get more than 100 views on it, continue to read this.

In this article, we’re going to see everything you need to know about organic quora marketing from optimizing your quora profile, over the best ways to write your answers to the leading your quora visitors to your website.

Table of Contents:

• How to optimize Quora profile for the better conversions
• How to find the right Quora questions
• How to write engaging Quora answers
• Tools to use for your Quora marketing

How to optimize Quora profile for the better conversions?

Many people don’t actually spend time on designing and optimizing their Quora profiles which is very important.

Look at your Quora profile as your company’s landing page.

Well-designed and informative Quora profiles will help you to build authority and trust on specific topics. Whenever someone looks at your profile, it should be clear in what fields and industries you have knowledge and expertise.

So, why is it important to have optimized Quora profiles?

Whenever someone looks at your question, in most cases (if they find it interesting and intriguing enough), they will visit your profile afterwards. If they see that you’re an expert in that particular field, they will automatically have more trust in your answers and your reputation will be better.

In that case, they will think: “Perhaps this person is really the expert in these fields, and perhaps his answer and solutions are the best for me.” - if this happens, they will click your links no matter what’s the website.

This is how you get your website visits from Quora.

So, how to create great Quora profiles?

First, let’s check some very good examples and see what can we learn from them:

This is the Quora profile of Jason M. Lemkin - founder of SaaStr - one of the leading conferences for SaaS businesses.

We have six different sections of his Quora profile, so let’s analyze them one-by-one:

1. Profile Picture - Profile picture is very important. Keep in mind that it should be a nice-quality image. Show your face, smile, and let the emotions shine. At the end of the day, whatever you’re selling, you’re selling it to the people.
2. Header - Let it be short, catchy and informative at the same time. Don’t write things that are not relevant to you, your industry, experience and target persona.
3. Description - Description is one of the first places where your profile visitors are deciding whether they will or not have trust in your answers and claims. Start it with some really bold sentence about yourself (just like Jason did with SaaStr). You can show the video of you or your achievements.
4. Credentials & Highlights - You can’t really affect some of those things - like the “Top writer” badge. But try to give your best to achieve more credentials and achievements on Quora. Continue to read, and we will find out how to do that.
5. Feed - The more answers, shares, followers and other things you have, your credibility will be better - the majority of these things require only hard work and using the practices we will mention below to be achieved.
6. Knows About section - Make sure that your target audience will see the topics that are interesting to them as well.

This is my personal Quora profile, so let’s go quickly through it:

1. Profile Picture - Like in the previous example - simple and open smiling image that brings emotions and has a certain dose of the human element.
2. Header - I outlined two most important fields I have the best experience in - user onboarding and product adoption - which is exactly what my target audience is interested in.
3. Description - I quickly outlined a couple of other fields where I have experience. I’m also talking a little bit about what I love to do - at the end of the day - everything is in people and making meaningful relationships.
4. Credentials and Highlights - Not too much achievements like Jason has, but at least 117K of views brings some trust.
5. Feed - Again, writing a lot of answers helps you to build credibility
6. Knows about section - Again, here I show the topics I mostly write about and the topics that my target audience is interested in.

Key takeaways on optimizing Quora profile for conversions

• Don’t showcase yourself as the robot, showcase yourself as human. Smile and be real - the human element is valued a lot these days.
• Write a catchy and informative first couple of sentences in your description. Mention that you’re an expert in the fields of your target audience. Put a link to your website - if the people like you, they will click on it.
• Write great answers so you can build authority and boost your views.
• Write about the topics where your target audience has interests - so they can show up in your “Knows About” section.

How to find the right Quora questions?

Finding the right Quora questions is crucial for boosting your number of views and authority.

Not just that, but it will also save you a bunch of efforts and make you more results in less time.

So, here are a couple of ways to find the right Quora questions:

• Look at your website and see what you are doing the best. Then type the most important keywords in the Quora search
• Type relevant question on Google and see what answers are showing on the first page
• Use Quora ads manager and findbetterquestions.
• Look at your competitor’s profiles

Let’s explain these ways better - one-by-one.

Look at your website and see what are you doing the best

Take a look at your website and on your blog. What are your brands’ main fields of expertise? Is it cold email outreach, retention, or conversion rate optimisation?

In my case, we have the biggest experience and knowledge of user onboarding and product adoption.

So, the first thing I did was typing “user onboarding” and “product adoption” in the Quora search

As you can see, the bunch of relevant results for your business and your target audience will pop up. After some time, if you write good enough answers (but more about that later), your answers will end up 1st in that particular question. The more popular question is, it will be positioned higher in the search results for your target quora keyword.

So, the first way to find your Quora questions is typing the most relevant keywords to your business in the Quora search, and answering the most popular questions.

Use Google in your advantage

As I mentioned at the beginning, Quora gets more than 63% of the website visitors from Google rankings.

And if you take close attention, you will realize that a lot of questions (that are relevant) are positioned high on Google. You just need to find them.

Start by typing the most important keywords, then secondary keywords and then search for questions that are relevant to your target audience.

For example, for one of our best-performing articles - walkme alternatives - one Quora question was positioned 2nd on the Google - Before we beat it with our own rankings:

Picking questions that are ranked high on Google is important - especially because they will bring a lot of organic traffic to your answers.

As you can see, “walkme alternative” keyword has around 390 searches per month - that’s not bad for the Quora traffic.

Eventually, our own blog post on this subject overtook Quora’s ranking, but it was (and still is) good to have answers to the questions that are ranking high.

As proof that this works, here’s a message I got after someone read my Quora answer and also became my customer by looking at it:

It’s important to mention that you should always build relationships with your readers and potential prospects.

Aditya Sheth from Venngage also shared his insights: “While you can always increase your blog traffic, Quora presents another opportunity to climb up the SERPs, get traffic back to your site, convert them to customers or leads.”

Use FindBetterQuestions to find relevant questions for your business

Note: I’m not associated with this tool at all. It’s just my honest feedback and opinion - it helped me to find great questions for my business.

FindBetterQuestions helps you to find great questions for particular topics and categories.

The best part? It gives you very useful statistics for each question. So for example, after the tool finishes finding the questions, you will be able to see how many views each question gets on a weekly basis.

When you combine questions that receive a lot of views on a weekly basis and that doesn’t have the big number of answers, you will have a jackpot.

It will be relatively easy to rank for these questions and get a lot of views each week.

Look at your competitors’ answers

Competitors can be a great source of inspiration and knowledge.

Since they’re your competitors, they will probably search for the same type of Quora questions as you do.

Answering the questions where they already provided an answer will help you to build your authority and create competitive advantages.

Anonymously create questions by yourself

If you’re looking to repurpose some blog post, but you can’t find any interesting questions (of if there aren’t questions at all), feel free to ask the question by yourself - anonymously.

I’m doing this sometimes when I feel that the Quora audience is seeking for this, but they weren’t able to find (or didn’t wanted to ask) that particular question.

In this concrete example, I repurposed my in-app marketing article into a Quora question and Quora answer.

How to write answers that get views, upvotes and clicks?

There is no best practice for writing the killer answer that will generate views, upvotes and clicks, but rather some unwritten rules that will help you to achieve that.

Let’s see these rules before we go deeply into analyzing some successful Quora answers:

Do’s:

• Put yourself in your reader’s shoes - what are they looking for?
• Try to answer the question as clear as possible
• Make good Intro - Intro is the moment when your readers are deciding whether they’re going to read your answer or not
• Subtle include your links if relevant.
• Read all of the other answers (or the best-performing ones) - and try to write the best answer as possible.
• Update the Quora wiki with your brand if it’s relevant to the user’s intents
• Try to be helpful
• Add images, videos, statistics, expert roundups and link to relevant resources to improve credibility
• Be creative

Don’ts:

• Pitch your product if it isn’t necessary
• Copy/paste content from other sources that aren’t yours

It will be easier if you look at quora answers as the mini-blog posts. Just follow exactly the same patterns. Basically, everything is the same, except the number of words (but sometimes the best answers will be those with a huge number of words).

Let’s see some great Quora answers:

Again, let’s learn something on Jason Lemkin’s example. With every right, he can be considered as the Quora God.

Everything that you’re writing that has some marketing goal, should be written by following the AIDA system (Attention, Interest, Desire, Action). But, for Quora, it isn’t always necessary. It mostly depends on your goals with particular Quora questions.

Lemkin’s answer uses only the AI part of the AIDA. In other words, it uses the Attention and Interest to engage the readers so they can stick with his answer by the end.

Let’s break this answer down:

1. Attention - a short and catchy sentence that unleashes the attention of the readers.
2. The interest - evergreen situation and experience will definitely empower readers to read further
3. Subtle backlink - you should definitely put your links in the Quora answers, but do it on the subtle way. Don’t do that if it isn’t relevant. In this example, it’s perfectly placed just where the users need it.

Also, pay attention to the answer’s structure.
Don’t write too big paragraphs. Separate them with different section. Use bold and italics to make clear dividers between the different parts of the text.

Answers don’t necessarily need to be long:

Sometimes, even small answers can provide enough value for the readers.

This answer is based on my personal experience. Notice how short, catchy and readable it is.

Sometimes, simplicity is the key. But of course, it mostly depends on your goals, type of the questions and the other answers.

The Bottom Line

As you can see, it isn’t too hard to bring visits to your website from Quora - and probably to get some sign-ups and paying users as well.

To resume everything we said above, if you want to do organic Quora marketing, you will need to:

• Find great questions Great questions are usually questions that are helpful to your target audience, that have a decent number of unique views per month, and if possible, that don’t have too many answers.
• Write better answers If you want your answer to be at the top, you will need to write a better answer than everyone else. Think about the reader’s intents and put yourself in his shoes. Also, think about emotions and empathy. Make your readers feel connected with your answer. Write what they want, not what you want them to read, and make sure that your content is great.
• Optimize your Quora profile If someone likes your answer, they will most probably click on your Quora profile. Hence, your Quora profile must look nice, catchy, and it must present you as an expert in your field. Remember that you should always build authority in your niche.
• Update Quora wikis and join Quora spaces Whenever it’s relevant, update Quora wikis. People sometimes won’t read questions with 100s of answers. Sometimes, they will just take a look at the Quora wiki, and bring the decision by themselves. Make sure that you’ve included in the wiki as well. Also, Quora spaces can be a good way to kickstart your engagement. Since, I love SaaS, I started a SaaS Quora space.

What are you waiting for?

Go and optimize your profile first, find the great question, write the even greater answer and watch your views growing.

Still not convinced by Quora? Here’s a post sharing statistics on Quora, that might change your mind.

Good luck growing and converting your organic traffic.

Aazar Ali Shad

VP of Growth at Userpilot

Aazar Ali Shad is the VP of Growth at Userpilot, and has more than 5 years of SaaS experience. He is currently helping 500+ SaaS companies improve user onboarding and increase product adoption.

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