August 03, 2020 / Team GoFloaters / Reading Time: 9 mins
In today’s day and age, there is a surge of new businesses, freelancers, and start-ups. This ultimately brings in heavy competition and the only way to survive is to attract potential customers or find leads who may be drawn towards our business model.
Lead generation is an important aspect for any kind of business since they bring in customers and without customers any business is deemed to fail.
Now finding customers can be expensive. There are expenses to write content, design ads, track traction, and accordingly modifying the ad gets tedious and may sometimes not even bring in the desired footfall.
What if I told you, there is a cost-effective way to target a niche segment and convert them into potential customers?
For those of you who are unaware, Quora is a platform where you can post questions, write answers, interact with people, and follow potential thought leaders. It is a social media platform but something that adds value to regular users and even business leaders.##Why choose Quora?
You may ask “Why necessarily Quora when there are many other platforms?”. Well here are some solid reasons to support my stance on this particular platform.
Since we have chosen the platform, now comes the important aspect of how to generate leads. Here are a few steps to follow before approaching potential leads.
The above profile is of a renowned personality especially among the Quora community, Mr. Balaji Viswanathan. By glancing through the credentials, you can see why this is one of the best examples of an updated profile.
As you can see in the above image, the question is about entrepreneurship and it has been answered by an entrepreneur as you can see it in his summary which in-fact strengthens the credibility of the answer.
Before writing answers, it is important to find your niche among the 400000 odd classifications on the platform. While doing so, go for the topics you are most comfortable with and make sure to do well in that.
The following image is from a renowned Quora writer’s page, Roman Saini’s. He is the Co-founder of the learning app Unacademy. Now Mr. Roman has been an active user for more than 3 years, but his number of answers has just been 344.
He has been awarded as the top writer of 2017 and his content has attracted more than 25M views. This is because he focused solely on the questions, he was comfortable enough to respond in a well-structured manner. In brief, Mr. Roman found his niche.
After finding your niche, it is important to find the most viewed articles & top writers in that niche. Understand their way of approach to a particular problem.
Here is a classic example of a question approached by a regular Quoran and a top writer.
In the above example, the top writer was Mr. Roman Saini. He started off by sharing his personal experience with a friend who was an all-rounder who had multiple passions. When the narration is personal, users get automatically hooked since the narration is emotional.
Now let us look at an answer that could have been tweaked into something exciting but ended up sounding timid.
It is also extremely important to give a unique opinion since there is no one correct answer. Let us go back to the same question as mentioned above. Mr. Roman is not the only one with a high number of upvotes, in fact there are multiple writers who have contributed their own share of experience which gained traction to their content because they were unique.
Answering questions is not that hard but providing solutions to questions that can bring in traction can be quite difficult, and it requires a lot of practice, patience & perseverance. Other than the 3Ps here are a few more things to keep in mind while answering questions from your niche.
Here’s an example of a good answer that ticks almost all the aspects mentioned above.
Tracking leads on Quora
Coming to the last and the most crucial part of the section, tracking leads. Google Analytics has provided an amazing feature called the campaign builder, which helps in tracking the user flow. In other words, it helps us find the path taken by the user from starting to the ending point.
Here is an image of the campaign builder.
In the website URL, paste the URL link of the blog which needs to be analyzed. Type in Quora as the Campaign Source. Type in Questions inside the Campaign Medium box. Also do not forget to mention the question under the Campaign Name box.
After completing the following steps, scroll below to click on the converted URL into a short link and then copy the link and paste it in your answer.
Once this is done go to the Google Analytics admin page (provided you have the access). Under the Acquisition page select secondary dimension as your source/medium. By doing so we get to know the sites from which you are getting traffic to your website.
Click on source/medium under All Traffic in the Acquisition
Here is an example of the user flow given below. In the first URL, out of 100% of the viewers from Quora around 33% of them have signed up on the website.
Being aware of pitfalls
Every platform has its Dos and Don’ts. Quora as a platform advises its users to adhere by its strict guidelines. Here are a few tips to avoid yourself from such pitfalls.
To generate leads it is important that you prioritize quality over quantity which is a pattern some of the top writers of the Quora community strictly abide by. Since writing 1000 answers with no particular insights is not going to do any good for you or the viewers.
You can always improve your existing answer if you can provide additional insights into the question by editing your pre-existing answer.
Always contribute to questions and even comment wherever possible. This in turn provides you with more recognition since you are adding value to the community.
Engage with users as much as possible and build relationships. Try getting in touch with them on LinkedIn. Building a network always strengthens the business.
Choose your channel wisely. It is important to understand which platform works well for your business. If it is B2C go for Instagram/Facebook but if you are looking to generate B2B leads, then Quora is definitely the place for you.
Note: You can find the link to this detailed discussion here