Should you consider Quora in your B2B channel mix?
As a Quora partner, we were excited to hear about Reddit’s partnership with intent data supplier Bombora. This collaboration introduces advanced B2B targeting and Account-Based Marketing (ABM) features, enabling advertisers to more effectively reach their desired audiences on Quora. It means firmographic targeting and ABM matching:
- Access Enhanced B2B Targeting: Utilize Bombora’s intent data to identify and engage with professionals actively researching specific topics relevant to their industries.
- Implement Account-Based Marketing Strategies: Target specific companies or accounts showing interest in particular subjects, allowing for more personalized and impactful advertising campaigns.
More significantly, it shows that Quora is serious about providing a B2B advertising channel.
What is Quora?
Quora is a popular question-and-answer platform where users can ask questions, share answers, and engage in discussions on a wide range of topics particularly technology.
Is it used much?
Yes. As of 2024, it boasts over 400 million monthly active users, with a significant portion of its traffic originating from the United States and India. Users typically spend between 4 to 11 minutes per session, engaging with content that spans more than 300,000 topics in 24 languages. Source: https://siteefy.com/quora-statistics-and-facts/
Is it used by B2B audiences?
The platform itself claims that Quora users show high intent, being on the platform actively searching for answers:
67.8% research a product online before buying it
52.8% conduct online product research through consumer reviews
37.3% discover brands through ads seen on social media
The targeting methods most appropriate for B2B audiences include:
- Contextual targeting – topic, keyword and questions
- Audience targeting – retargeting your site visitors, email match and lookalike
- Behavioural targeting – interest, keyword, answer and question history – what we normally refer to as interest/intent targeting
We’re seeing more B2B audiences appear, often browsing Quora to seek advice or solve problems.
What does the new partnership mean?
This new partnership with Bombora means company match techniques plus firmographic targeting will accompany this context targeting.
You can read more here, https://business.quora.com/advertising/ad-formats/, but the main formats that stand out to us are below.
- Video Ads and Image Ads: suitable for both brand awareness and performance-driven campaigns. Very similar to LinkedIn ads.
- Promoted Answers: Unique to Quora, this format allows businesses to amplify specific answers, showcasing expertise and influencing potential customers without character limitations.
- Text Ads: Simple ads integrate seamlessly into Quora’s organic content.
- Lead Gen Forms: Compatible with all ad formats, lead generation forms enable businesses to capture user information directly on Quora, facilitating seamless lead collection.
Worth adding to your channel mix?
As an agency who targets a niche, Quora has been part of our channel mix for a number of years. Now, with the Bombora enhancements, we’re looking forward to using it in ABM campaigns more than ever.
