This is Week 6 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Follow us on Twitter to get more marketing updates.
Quora is a unique opportunity to engage with intent-filled customers. Arguably better than a Google search, when someone asks the question “What’s the best option for mobile advertising?”, she is actively seeking a solution. Our goal with answering questions on Quora is to build our brand presence in the mobile advertising space while driving quality leads to our site. There’s a balance between giving valuable answers to questions and pitching your own product. If the question directly pertained to Kiip, I’d drop a link at the bottom of my answer. If it was a more generic mobile advertising question, I’d use insights from our campaigns at Kiip and leave it at that.
Building a Quora presence is a long journey
Over 2 months, I answered 40 questions which generated 550 views in the topics Kiip, Mobile Advertising, and Growth Hacking. Of those 550 views, 22 generated clicks to Kiip’s main website or blog, and none of them registered.
The 2% click-through rate isn’t bad, but the scale just isn’t there. It seems that success using Quora comes when a question you answer gets top SEO results. With that surge in intent-driven traffic, you can see more qualified users hit your landing page.
Answering 40 questions took me about 15 hours over the 2 month time period. There was no return on that time investment, but I’ll continue to answer questions in the Kiip topic to make sure interested Quora users are properly informed. If Quora develops tools aimed towards B2B marketers, I’d be happy to try them as there’s outstanding intent waiting to be converted!