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Podcast (10k-podcast): Play in new window | Download (Duration: 41:45 — 29.1MB)
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Reddit and Quora for Ecommerce traffic are not yet widely used by marketers. You can have a great advantage once you know how to wield these platforms.
Why Reddit is a great marketing platform in general
There are people looking up the stuff you’re trying to buy
There are self-forming communities
If Davis was buying supplements, 2 years ago, he would type in “product name” plus Reddit
- They can’t do affiliate links there
- But you can put an ad in there.
- None of the big headphone companies was on the subreddit and there were 100K people there!
Reddit results in Google searches
Try typing in a product name on Google
You’ll get Reddit results
A lot of times to get reviews, Davis will search on Reddit
It’s moderated so if it seems like you’re an affiliate, you get unbiased reviews
Reddit ads costs
- Costs depend on the Subreddit and competition level
- Reddit can. be as low as $1-2 to get CPM (1000 views) of people who have
- Compared to Facebook CPM $30-50
Trust is there – there are companies that have representatives on subreddits
(Eg Wendy’s the fast-food chain)
More and more brands are going on this. The chief brand officer of Reddit is pushing hard for this too.
This is similar to the trend with Facebook. It was also just users to start with – now it’s the bigger brands.
That’s the trend with Reddit too.
How does Reddit compare to Facebook?
Firstly, always put strategy before tactics
Think about where your audience is before you worry about shiny object
Facebook vs Reddit mindset
FaceBook is Baby boomer territory
People share photos etc.
Whereas on Reddit, people are in the highly specialist mode
Davis goes into wrestling subreddits for example.
He gets hit with an ad for wrestling belts – ads have been there for 2 years.
Quora
What is Quora?
It’s a Q & A platform
Like Google but has the Q and A aspect of Reddit:
Like: “What’s the best noise-cancelling headphones?”
Also, “What’s the best workout bench for my studio?”
Eg: “What’s the best brand for vitamins?”
Why Quora is great for marketing
It’s very public-facing – people put their FaceBook profile is
Not for everyone – if your product solves as an issue
Some kind of differentiated products.
“Everything I do that my competition chooses not to is a competitive advantage”
Quora is not yet widely used by marketers.
3 ways to hit the audience on Quora
- Answer a question.
- You can advertise.
- Retarget them.
How to answer a question on Quora
First of all, be a user of the platform
- See what irks people
- How would a Quora user perceive it?
- If you’re selling a closet-hanger, it’s not the platform for you
Avoid being salesy!
Software companies do this well.
If anyone mentions your brand, you can click the ad and end up back at your site.
How do software companies do this well?
Monday.com (task management software) is good on Quora
They have reps who answer Qs there.
Also, they never pitch.
They point out the pain points.
The basic structure is:
- “This is how to solve it yourself”
- “This is how Monday.com would solve it”
Davis has bought a lot of products based on Quora eg Headphones, Vitamins.
Different mindsets on different platforms
Eg Youtube vs. Facebook
On FaceBook you have to grab attention, whereas onYouTube, already have this – although you have to keep it.
In Quora, it’s similar to YouTube – people are there to get an answer.
Quora best practices
Davis has a friend who got an award for best Quora
He says “I just get straight to the point”
DON’T talk about how your brand is different
Advertising on Quora
Quora advertising basics
- Headline
- Body
- Image
On FaceBook you can target age, gender etc. Whereas on Quora, you can target the kinds of questions they ask: Eg if you’re in financial services
You can also tag by categories eg digital nomad. But this is based on behaviour, not demographics (a critical distinction from demographic-led platforms, like Facebook).
Top 3 do’s and don’ts for Quora and Reddit
- Are people going to actually talk about this?
Eg sex toy isn’t going to be on Quora as it’s a public profile
- Try out ads
- Don’t be salesy
- Type in Google topic +subreddit
- Click on Reddits and look for other subreddits in recommendations (“Cursive research”)
Final thoughts
Read reviews! And figure out where your audience hangs out.
How to contact Davis
Watch my full interview with Davis Nguyen
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