Engaging on Quora can amount to a prospective client throwing a question out into the ether that you can answer directly.
In a world where search engine algorithms have transitioned from simple key word searches to how people actually ask questions when they type into a search box, Quora offers an interesting way to market yourself directly to potential clients who want your specific expertise.
So much of marketing (and marketing technology) these days is built around trying to decipher or pre-empt what people want and need. Quora essentially tells you what people are interested in knowing in your area of practice precisely because they post specific questions that relate to your field. If you consistently answer questions related to your area of practice, you can start to build you name as a credible expert.
(For an overview of what Quora is, visit www.Quora.com/about. Do a quick search to see what people are talking about in your area of practice.)
I haven’t come across many other legal marketers talking about Quora, but I personally think it’s a worthy place to showcase your expertise. Its Q&A format allows you to get specific, and thereby allows you to come across as experienced, compelling and authentic.
And you get to do it as an actual person, as opposed to merely posting the same content as a blog post on your website. Being able to put a face/human being to words one reads on a screen enhances a person’s trust of you. A person who gets the answer she needs from you when she posts her question on Quora can feel like she is being helped by her very own legal expert. Certainly you won’t be the only one providing answers, but sometimes, competing with other lawyers on the quality of your response can make you stand out all the more.
That said, I suspect Quora is probably better suited to B-to-C practices, rather than to firms whose target clients are corporations or companies. If the lay consumer is your ideal prospect, then using Quora to promote your brand and expertise is worth trying, but not if you seek corporate clients.
The answer threads on Quora are almost never closed, so you can give your answer long after it’s been posted. If you get up-voted, all the better. But remember that the later your answer, the further down in the scrolling it will be located. Not the most visible place, as compared to the top, where your answer appears as one of the first few. On the other hand, people who are interested in specific topics will sign up for a personalized feed, ensuring that even if they did not pose a question you are answering, your audience will be wider than the person that did.
I also like that that Quora has no geographical boundaries, so not all readers will reach out to your competitors or peers and instead connect with you instead as you’re based in their city or county.
A note of caution: I would be reluctant to give up Facebook Advertising or pushing out good content on LinkedIn in favor of focusing on Quora. What I propose is that it’s often an overlooked publishing outlet for your expertise. Give it some of your attention but not all of it. You may be pleasantly surprised. At the very least, it will give you some sense of what prospective clients need help with. Which can be very helpful in your SEO strategies and implementation.