In this episode, we’re going to tackle two Quora questions with none-other than Adi Pineapple, founder and senior growth hacker of: themilliondollarpineapple.com. Adi and I met in one of our shared private growth marketing groups and I have always had so much respect for what she’s accomplished. I’ll share some of her links in the notes so you can check out her resume for yourself, but trust me when I say it’s impressive.
Today, Adi and I are going to tackle two questions, which for this episode, will have the same answer:
- As a B2B marketer, what are your most successful social media platforms?
- What is the most effective Quora marketing strategy?
I am excited about this one so let’s dig in…
As a B2B marketer, what are your most successful social media platforms?
First, let me explain (Adi speaking) how social media ‘bots’ work. This will help add context to our answers;
Stage 1 (of a social media startup/platform):
The social media platform founders go to their next investor meeting boasting about all of the new accounts on their platform. They get more funding and everyone is happy.
Real people begin to use the platform. The startup team that created the platform engages with the new human users, but also showcases the growth hackers as influencers on the platform. (Ex: if John Pineapple was invited to participate in stage 1, he will be a featured platform influencer, but all of the fake accounts that he created, will not be). The growth hackers continue to use the fake accounts to make themselves seem hella important on the new niche platform.
The platform gets traction and passes critical mass. There are now more humans than bots and 100s of new users are joining every day. The platform has “gone viral”. People who are less experienced with using bots covertly start spamming the heck out of human users on the site.
The human users get annoyed with the bot users and the platform’s founders have to determine if it’s better for public perception and key stakeholders, if they shut down the bots (hurting the people who first helped to grow their platform) OR ignore the humans who are annoyed with the bots. Usually, they shut down the bots that are newest to the site, but let the bots created in stage 1 stay on.
This is why Twitter had a ton of people, loose followers, a few weeks ago. But this was not the first time it happened. It is the circle of life in the startup world of social platforms.
Reach – last reported, approximately 470M members
Tools – Lead capture, scrapes, automations….
Adi’s favorite tools:
In the early days of my company, I tried out a few automation tools that are no longer around. This morning I was speaking with a fellow growth hacker who informed me that the easiest tool on the market for this now is https://meetleonard.com/
Alex’s favorite tools:
My personal favorite tool is Hubsell.com which allows you to add a LinkedIn connection request to the start of you cold email sequence. I like LinkedHub for automated messaging sequences.
LI growth tactics
Adi’s favorite Linkedin Growth Strategy
- At this point in the game, 80% of my clients come in via referral, so do not look at my LinkedIn and copy what I do, we do not have the same goals.
- For those new to the LinkedIn growth games, I’d suggest forming a pod with members you can collaborate with. A lot of people make the mistake of just adding a bunch of random people on LinkedIn, hoping this will get them somewhere. This tactic yields less than 8% success. Meaning that for every 100 people you randomly add (if LinkedIn doesn’t shut your account for spam activity) a maximum of 8 of them will actually acknowledge your existence.
- So what does work? Social media algorithms measure your content’s value by looking at your engagement to follower ratio. (How many of your connections engage with each post). The more connections you have, the more people you need to have engaged with your post, in order to trip the algorithm. So the best thing you could do is form a group on telegram where you all agree to engage with each other’s content. The size of the group should be equivalent to at least 10% of your total number of connections. Post at the same time each week and cross-promote, like and share each other’s posts. After a few weeks, you should begin to develop a following.
- Once you have 30% of your following engaging with your post, then strategically add specifically targeted people. Watch your engagement: follower ratio. Once it drops to 10%, focus on boosting engagement until it reaches 30% again. Then just rinse and repeat.
- Again, don’t just look at my profile and copy what i do, I don’t have the same goals as you. I’ve worked with over 300 startups across 5 continents, at this point in the game, startups apply to be my client, I’m not chasing people the way I used to have to.
Alex’s LinkedIn tips
Use LI to build channel partnerships, recruit, or connect to prospects so they see your posts… but not to sell to them. LI is at a stage in it’s business life cycle where those of us who have been using LI for client engagement have done more than abuse the platform. And this has caused most LI members to ignore any persistent attempts to sell. So, my strategies are meant to be used to connect, build thought leadership, create channel partnership or referral relationships, and cross-promote with like-minded individuals.
- Never send inmails. Ever.
- When sending connection requests, don’t add anything about you or your company. Keep it about them.
- Your goal is to connect so you can nurture the relationship, so mention something about them or simply that’d you’d like to connect.
- Then, the real strategy is nurturing the relationship through publishing thought-leadership-showing content on LI and other platforms your prospects are active on. See https://www.quora.com/What-are-some-good-lead-nurturing-strategies-and-proven-tools
Now let’s discuss the bell of the ball, my personal favorite social platform for B2B marketing:
Here are some facts about Quora:
As of April 2017, Quora has claimed to have 190 million monthly unique visitors, up from 100 million a year earlier. By most logical guesstimates, we are above 300 million monthly uniques today.
Adi, why don’t you fill everyone in on how Quora’s algo works?
Quora has developed its own proprietary algorithm to rank answers, which works similarly to Google PageRank.
Currently, Quora has different ways to recommend questions to users:
- Home feed questions recommendations with “interesting” questions that are relevant to the user’s preferences.
- Daily Digest email containing a set of questions with one answer that is deemed the best answer given certain ranking requirements.
- A set of questions that relates to the current questions the user is viewing.
- A user can request another user to answer a question.
Quora User Demographics:
According to Experian Hitwise, a large share of Quora’s audience is college-educated professionals living in college towns.
Quora for SEO:
According to Alexa – 63% of Quora’s visits were generated from searches.
Are links in Quora answers nofollow? Yes, Quora links are marked as “nofollow” which means they don’t pass any “link juice” to your site.
Then why would I post on Quora? Quora answers rank everywhere – for specific long-tail keywords (questions). Therefore, if you answered a question that is ranking, your answer could be seen by those searching for that term. Further, if the reader finds your answer valuable, they are likely to click your CTA link to learn more.
We are all now acquainted with the stats on Quora and on the same page that Quora is a great place for you to promote yourself and your business. So, let’s talk strategy… This next section is dedicated to effective marketing strategies for Quora.
What is the most effective Quora marketing strategy?
Alternate between personal and professional answers. The personal answers are what get people clicking to view my profile. The professional answers are what get people clicking from my profile to my website.
In recent years there’s been a flood of business owners flocking to Quora to get the attention of their target market. It is not enough to just answer questions there anymore. You need to find a way to cut through the noise. Look for the backdoor.
A lot of people forget that business owners are human. I’ve found that when I target them on a human level by answering more personal questions, related to non-business elements, I’ve had exponentially more success than when I submit the 19th answer to a business question.
I cut through the noise by following the proverb “they don’t care how much you know until they know how much you care”.
There are a lot of personal questions you’ll be able to answer on Quora but think of which ones a business owner you’re targeting would ask, and also think of which ones make your blood boil when they’re answered wrong. People want to feel something real, raw emotion when they read your answers and the easiest way to do give them that, is by writing what you’re most passionate about.
Alternate these answers with answers to questions in your professional field.
Here’s an example of what I do that you could follow:
I have ADHD and was told my entire life I’d never amount to anything because I couldn’t sit still. I, fortunately, met great mentors who taught me how to use my “disability” as a competitive advantage. So I’m not going to waste time answering a dating question asked by a high schooler. I will, however, invest time in answering a father’s questions about how to help his child who has ADHD, use the “disability” to become a high performer, the way my mentors helped me. That sort of answer connects us on a human level and earns the questioners trust much faster.
When I answer these types of questions, people are much more likely to go view my profile and that’s where they will see my professional answers to business-related questions.
From here, if they like what I have to say, they’ll then click to my profile.
Don’t just answer any question you’re passionate about on quora. You have to enter into the realm of psychological warfare here. Look for the ones you’re passionate about, that someone in your target market would ask.
Only answer these. Do this for 30 minutes a day and you should notice your monthly traffic jump up to 9000 unique monthly visitors in a matter of weeks.
Now, with regards to my profile, what would you suggest doing to make sure I appear as credible as possible when people do click back and view who’s behind the answer?
- Your photo needs to make people feel comfortable approaching you to ask you a question. The downward head tilt in my photo was completely intentional. Also match your photo, it is always a good idea to make it consistent across all of your profiles.
- I’ve found that a shorter bio with 1 killer stat gets more clicks than a longer one.
Ratios that you want to watch out for are:
- Your following: follower ratio
- Your follower: engagement ratio
I’ve personally found that when I keep answers shorter than a paragraph I get more clicks to my profile & website, but the length of your answer will vary based on your goals.
Quora for building your personal brand recognition and thought leadership.
The result… targeted traffic and quality conversions.
Step 1 = Choose a topic
- Strategy: I start with the focus keyword for your product/service. For an example, I am about to focus my attention on the keyword “thought leadership” because I want to find those most-interested in building their personal brand recognition and credibility in a field (i.e. a Quora topic). For a founder of a SaaS tool, this would probably be the pain point your tool solves – the search term that you want to get traffic from.
Step 2 = Create a sheet with question links, total answers, views of the top answer, average views per answer (if you have time), and followers.
- Strategy: You need a formatted database of the potential for your content on Quora so you can prioritize your time.
- How: data-miner.io, but I employ a team of data specialists trained in grabbing the right content from the right places on Quora, and then going about enriching that data to grab LinkedIn profiles and email addresses.
Step 3 = Answer them in a google doc
- Strategy: This is so you can make copies of the content and turn it into multiple types – i.e. a Linkedin article, an article for your blog, a number of tweets… Also, if you have collaborators (editors), you can simply give them access to this doc.
- How: Simply create the doc and share it. One doc per question.
Step 4 = Edit and publish related answers as an article on your blog
- Strategy: You want to have it on your blog and indexed first so you have attribution and the chance to outrank the quora question with the same headline, or at least be close to it.
- How: Add the version of your answer to your blog.
Step 5 = Submit that article URL to Google to be indexed using your webmaster tools (search console)
- Strategy: As mentioned, you want Google to crawl/index your answer on your site before they index the same text on Quora.
- How: Head to your webmaster tools
Step 6 = Bring your friends and colleagues into a Quora ‘Pod’
- Strategy: You need initial engagement to ensure exposure of your answers. The first 24 hours are key, so find a group of people who also publish on Quora and create your own pod.
- How: Reach out to colleagues, ask if they answer questions on Quora. If so, start a WhatsApp or Telegram group and invite them. Post links and share there.
Step 7 = Publish the answers to Quora
- Strategy: Now that the answer is on your blog, go ahead and format it for Quora. A video is ideal, but at least add some images.
- How: Head to Quora.com
Step 8 = Share the links to the answers with your friends and colleagues.
- Strategy: This is where you post to your pod or email/message friends to engage immediately after posting.
- How: Any way you prefer.
Or… hire me to do it all for you 🙂