Brand awareness is important for brands in any industry. After all, in order for people to buy your products and services, they need to know about them.
As you already know, social media marketing is an integral part of building brand awareness for any brand—and chances are you're already posting to Twitter, Instagram, Facebook, and other social networks to build awareness.
But while that's a super great start, did you know you're only scratching the surface in terms of ways you can build brand awareness?
You read that right: there are tons of other ways digital marketers can build brand awareness on the net that goes beyond traditional social networks. Some of them could be hiding right in front of you.
And so with that in mind, we're introducing Spread The Word, a new series on the Social Report blog.
In this series, we'll show you a new and creative way to up your brand awareness each month.
We'll take you step-by-step through how to use these methods to your advantage, so you can take your brand to new heights.
Sounds awesome, right!?
In the first edition of Spread The Word, we'll focus on Quora, the internet's favorite question and answer site (Sorry, Yahoo Answers).
We'll start the piece with an overview of what Quora is, and then show you how to use the network to build brand awareness.
Sound good? Let's dive in!
What is Quora, anyway?
Long story short: Quora is a question-and-answer site for the 21st century.
Think of it as Yahoo Answers, but without the spam and bad answers you'd often run into when browsing the web in 1999.
Askers need to verify their accounts with a real social media profile, and answers are posted using the author's full name, profession, and profile photo.
Because of this, most of the questions on Quora are curated to professionals. After all, its main purpose is to "share and gain knowledge" and connect people "who contribute unique insights and quality answers."
All of the questions on Quora are assigned a category so that they can be easily found by people looking for industry help. And even better: Quora questions tend to rank well on Google, so even non-Quora users may your answers to Quora questions.
Looking for more growth hacks to build brand awareness? Check these out.
How to use Quora to build brand awareness
So with that in mind, you can probably already see that Quora is a prime marketing opportunity. But you need to do it right.
It's actually pretty easy: all you need to do is find questions related to your industry and write high-quality answers while linking back to your brand.
In your answers, make sure that you're providing real value. Think of your answers as a blog post: answer the question at hand in-full, using well-written copy that's easy to read.
We recommend linking back to your blog, white paper, or other resources to back up a fact or to provide context around something discussed. The more natural it seems, the better.
Finding high-quality Quora questions to answer
Let's be frank: not all questions on Quora are worth answering.
Despite the site focusing on high-quality questions and answers, there is still a lot of low-quality content to be found on the site. After all, it's impossible for the Quora mods to police every single question and answer.
On top of this, there are a lot of questions that will have either too much or too little publicity.
Questions with too much publicity will be over saturated with answers, and too little publicity will never be seen.
But have no fear. Here's how to find the perfect Quora questions for building brand awareness
1. Go to Quora and type an industry term into the search box
Here's the simple part: head on over to Quora, look for the search bar at the top of the screen, and enter an industry term.
Make sure to search for keywords directly related to your product. Do so you can find questions that give you the opportunity to show off your knowledge and link back to your site in your answer.
2. Click on a relevant topic from the drop-down menu
When you search for a keyword, Quora will show you a drop-down menu with related categories. Click on the category most related to what you want to be influential for.
For example, we searched for "social media" and selected "social media management" from the dropdown menu. This gives us the best possible chance of finding questions related to social media management tools (aka: our industry).
3. Click on the Answer tab
The Answer tab will show you questions that were recently asked, so you get fresh content that's more likely to be engaged with.
Additionally, you can continue to look in the Read tab for questions to answer. Just note that these may not give you the most engagement as they're older and likely have authoritative answers already.
4. Look for a question with lots of followers, few existing answers
When browsing for questions, look for ones with a high number of followers and a low number of existing answers. This will give you the best shot of your questions being seen by lots of people.
5. Answer the question and repeat
Now's your time to shine. Click on the question of your choice and click the answer button. Like discussed earlier, write a thoughtful answer and link back to your own blog or website when possible.
Additionally, make sure to edit your credentials to show that you're affiliated with your brand. Just click edit credential at the top of the editor and click add credential at the top of the menu.
Like we discussed earlier, brand awareness is essential to the success of any brand, no matter the product or service.
And in this article, you learned how to increase your brand awareness using the question-and-answer site Quora.
Now, go through the site once a week and follow our steps above—we promise that you'll get your brand in front of valuable new eyes.
But enough of us talking—we want to hear from you! Let us know your favorite ways to build brand awareness in the comments. We're excited to hear what you think.
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