When it comes to marketing your products or services, it’s helpful to approach your strategy with a problem/solution mentality. Rather than boasting about how great your offerings are or pushing your prospective customers into a sale, address potential problems customers may be having and educate them on how your products or services provide a solution.
One way to support the problem/solution approach is going straight to the source of your customers’ pressing questions — Quora. For those of you who are unfamiliar with Quora, it’s a digital Q&A platform for sharing information and connecting with people worldwide. It’s also a great advertising tool for your business as an alternative or complementary platform to the big players in digital advertising, like Facebook and Google. With similar advertising features to other platforms but an untapped audience for your brand, Quora may be the next best thing for your business.
If you’re familiar with running ads on Facebook, setting up Quora ads should be a breeze. Once you’ve created an account and begin building out your ad campaign, you’ll be given the option to select your advertising objective. Objectives include conversions to increase actions on your website, awareness to increase brand awareness for your company, app installs to increase downloads of your mobile app, traffic to increase website visits, and lead generation to generate leads with pre-filled information from the platform. The chosen objective will be based on the marketing goals your team sets for the campaign. For example, if you’re a newer ecommerce company, you’ll likely want to run an awareness ad to familiarize prospective customers with your brand.
When building your campaign, you’ll also have to decide on the type of targeting. Quora offers four targeting types: contextual, audience, behavioral, and broad.
Finally, there are three types of ad formats you can choose. Text ads are short, two-sentence ads that describe your products or services. Image ads are an elevated version of text ads that include — you guessed it — imagery to support your copy. Finally, Quora offers promoted answer ads. These are longer-form responses to questions asked by users on the platform.
Having multiple touchpoints with prospective customers throughout the sales process is crucial, whether physical or digital. Running Quora ads provides another opportunity to reach those who have encountered your brand and those who haven’t (…yet!).
As “buzzwordy” as it sounds, being an expert in your industry matters! Use your knowledge to answer questions being asked in your space via promoted answers — not only are you providing valuable information to Quora users, but you’re also increasing your brand visibility and creating associations between your brand and the questions being asked.
We won’t try and sugarcoat it — Quora isn’t for every brand. But for those with a niche audience, you may find your ideal audience scouring the site for answers to their most pressing questions about your industry.
When advertising on Quora, you get the best of both worlds: search and social. While the platform is for asking and answering questions, allowing users to search for the information they need while allowing advertisers to reach users with high search intent, it is also a forum with social media functionality. This provides unique advertising capabilities not available through other digital platforms.
Once you make an account, there are only five steps to launch your first Quora campaign:
If your team is considering running Quora ads for your business, Cosmitto’s team of experienced digital marketing professionals is here to help. With our experience in Quora advertising for ecommerce businesses, we’re confident in our ability to support your marketing efforts through paid advertising. Learn more about our approach to digital advertising, or contact us today to talk with our team about your marketing needs.