We’ll get into some other ways to leverage LinkedIn later on. But to kick things off I want to talk a bit about using LinkedIn and Quora to draw people to your site. This is different than regular lead gen (where you are collecting emails). In many ways it’s a mixture of organic inbound marketing and lead gen. By answering people’s questions you can change someone with a question into someone who you have established a dialogue with – this lets you communicate with them in the future (usually through internal messaging systems).
Do this right and you’ll be come an established expert in your field. You want to be seen as someone who regularly answers questions and answers them authoritatively – never just give a meaningless response. Always be original and only answer if you have something valuable to say.
To find some questions to answer, log in to your LinkedIn account and visit this page.
Quora.com is essentially a Q&A site that lets you engage in conversation by answering questions posed by the community. Set up your profile to define your area of expertise and you can also automatically follow conversations on relevant topics. One of the benefits of Quora is that the content is all public and indexed by Google, making it an important avenue for establishing a nice trickle of organic traffic. This also means that your Google Alerts will pick up any mentions of your brand – alerting you to conversations you should be a part of.
To extend your reach on Quora, connect it to to your professional Twitter and Facebook accounts (shown in the screenshot below) – this will quickly build a following (just like on Twitter) so that people will be notified of your answers, potentially bringing them back to your site as a result (or at the very least keeping them in your sphere of influence and maintaining your position as a thought leader).