In this Marketing Thought Leadership Series by Quora for Business, Puneet Gupta, Founder & CEO of Astrotalk, engages in an insightful conversation with Neha Chimbulkar, Head of Marketing (APAC and Europe) at Quora. The series aims to showcase innovative marketing strategies and actionable insights from industry leaders to help businesses connect with high-intent audiences and drive better results.
Puneet shares Astrotalk’s journey of becoming a leading astrology platform, the role of data and trust in building a loyal user base, and how leveraging platforms like Quora has been pivotal in their marketing success. This conversation provides valuable lessons for marketers across industries on how to build credibility, create meaningful engagement, and maximize the potential of Quora Ads for measurable impact.
Astrotalk’s use of Quora as a high-intent platform is particularly noteworthy, offering a blueprint for other businesses to effectively educate users, address their needs, and drive conversions in a meaningful way.
This Marketing Thought Leadership Series is designed to inspire marketers by uncovering strategies that have driven success for brands like Astrotalk, while also providing practical tips that others can implement in their campaigns.
1. The Journey of Astrotalk
Neha Chimbulkar (NC): Astrotalk has grown into a leading astrology platform that resonates with millions of users. Can you take us through the journey of building Astrotalk? What role has marketing played in scaling your platform and connecting with an audience seeking deeply personal guidance?
Puneet Gupta (PG): Astrotalk’s journey began in 2017 with a very personal realization. I was initially skeptical about astrology, much like many others. However, an experience with an astrologer completely changed my life and helped me make critical decisions. That incident made me realize astrology’s potential as a guiding tool for people navigating life’s challenges. This inspired me to create Astrotalk, a platform that connects users with authentic astrologers for instant, reliable advice.
Building Astrotalk wasn’t just about creating a service—it was about solving a problem. Many people want to consult astrologers but don’t know where to start or whom to trust. We built Astrotalk as a transparent, tech-enabled, and user-friendly platform where people could find credible astrologers and get answers to life’s most pressing questions, all from the comfort of their homes.
Marketing has been the backbone of our growth. Early on, word-of-mouth marketing was critical. Users who had positive experiences shared them with friends and family, creating organic growth. As we scaled, digital marketing became our primary growth driver. Platforms like Quora helped us reach users who were actively searching for answers about astrology. By addressing their questions and offering personalized solutions, we’ve built a strong presence and trust among our audience. Today, marketing at Astrotalk is not just about acquiring users; it’s about building long-term relationships with them.
2. Building Trust Through Content
NC: Astrology is a highly personal subject, and trust is a key factor for users. How do you use content to establish credibility and create meaningful connections with your audience? Are there any specific content strategies that have worked particularly well for you?
PG: Trust is the foundation of any successful relationship, and this is especially true in a field like astrology, where users rely on us for guidance in critical moments of their lives. Building trust starts with authenticity, and our content strategy reflects this.
At Astrotalk, we focus on creating educational, relatable, and actionable content that helps users understand astrology better. For example, we publish blog articles, videos, and social media posts that explain astrology concepts in simple terms—like the meaning of houses in a birth chart, moon sign compatibility, or how astrology can guide career decisions. This educational approach not only builds trust but also positions us as an authority in the field.
One strategy that has worked exceptionally well is sharing real-life success stories of our users. When people see how astrology has positively impacted others’ lives, they’re more likely to trust the platform. Additionally, platforms like Quora have been instrumental. By answering user-generated questions in a detailed and empathetic manner, we’ve established ourselves as a credible voice in the astrology space.
Another key tactic is transparency. We highlight our astrologers’ qualifications, reviews, and success rates. This reassures users that they’re consulting with experts, not just anyone claiming to be an astrologer. In a niche domain like ours, content is not just about marketing—it’s about building a community of trust.
3. Data-Driven Personalization in Marketing
NC: In today’s marketing landscape, personalization is no longer a luxury—it’s an expectation. How does Astrotalk leverage data to craft personalized experiences for users, and how has this impacted your engagement and retention strategies?
PG: Astrology is inherently personalized. Every horoscope, every prediction, and every solution is unique to the individual. At Astrotalk, we’ve leveraged technology and data analytics to take this personalization to the next level.
When users sign up, they provide their birth details, which allows us to immediately personalize their experience. For example, we use this data to match users with astrologers who specialize in their specific concerns, whether it’s love, career, or health. Additionally, we track user behavior on the platform—such as the types of astrologers they consult or the topics they’re interested in—and use this information to recommend relevant content, offers, and services.
One of our most effective personalization strategies is targeted notifications. If a user has shown interest in relationship astrology, we send them articles, videos, or special offers tailored to their needs. This approach has significantly improved user engagement and retention.
Our strategies have consistently demonstrated that personalized experiences enhance user satisfaction and encourage repeat consultations. Personalization isn’t just a marketing tool for us—it’s a way to show users that we genuinely care about their unique needs.
4. Tackling Challenges in a Niche Industry
NC: Marketing in a niche space like astrology comes with its own set of challenges, from skepticism to standing out in a crowded digital space. What innovative or unconventional marketing tactics have you implemented to overcome these challenges and differentiate Astrotalk from competitors?
PG: Marketing in the astrology space requires a unique approach. One of the biggest challenges is overcoming skepticism. Many people are curious about astrology but hesitant to try it because of preconceived notions or bad experiences.
To address this, we focus on transparency and credibility. All our astrologers go through a rigorous vetting process, and we prominently display their qualifications, experience, and user reviews. This builds confidence among potential users.
An unconventional tactic we’ve implemented is offering free first consultations. This allows users to experience the value of our service without any risk. Once they see the quality of advice they receive, they’re more likely to become long-term users.
We’ve also embraced storytelling as a core marketing strategy. Sharing real-life stories of how our platform has helped people make life-changing decisions resonates deeply with our audience. These stories are shared across social media, blogs, and platforms like Quora, where users are actively seeking guidance.
Interactive features like live astrology sessions and Q&A events have also been effective. These not only engage users but also address their doubts and misconceptions directly. By focusing on authenticity, education, and community-building, we’ve been able to turn challenges into opportunities.
5. Leveraging Quora to Drive Results
NC: Astrotalk has been a standout brand on Quora, leveraging the platform to connect with high-intent audiences. Can you share how you’ve used Quora Ads to drive engagement and conversions? Are there any standout campaigns or strategies that highlight the platform’s role in your success?
PG: Quora has been a cornerstone of our digital marketing strategy because it allows us to engage with users who are actively seeking answers. Unlike other platforms where users passively scroll, Quora users are intent-driven, which aligns perfectly with astrology as a service.
One standout campaign involved targeting questions like “ Have you ever got a true prediction from an astrologer?” We used Quora Ads to promote detailed, thoughtful answers to these questions, which linked back to our platform. This campaign not only drove traffic but also built credibility by showcasing our expertise.
The campaign performance has been remarkable:
- We saw a significant increase in the lifetime value of customers acquired through Quora campaigns. This speaks volumes about the quality of leads we’re attracting.
- Our brand visibility has skyrocketed. Our answers have garnered thousands of views and upvotes, which not only boosts our credibility but also helps us reach a wider audience organically.
- One of the standout benefits has been the reduced cost per acquisition and lower cost per install. By targeting high-intent users, we’ve been able to maximize our budget effectively and achieve better results.
Quora allows us to connect with users in a meaningful way, making it one of the highest ROI platforms in our marketing mix.
6. Best Practices for Marketers on Quora
NC: As a consistent and innovative advertiser on Quora, what advice would you give to other marketers looking to maximize their impact on the platform? Are there specific ad formats, targeting tools, or engagement strategies that you would recommend for driving results?
PG: Quora is a unique platform that requires a unique approach. Here are my top recommendations for marketers:
- Focus on Education, Not Selling: Quora users value content that solves their problems or answers their questions. Instead of hard selling, focus on educating users about your product or service.
- Leverage Question Targeting: Identify relevant, high-intent questions in your niche and target them with detailed answers or Quora Ads. This ensures you’re engaging with users who are actively searching for solutions.
- Promote High-Performing Answers: Use Quora’s Promoted Answers feature to amplify answers that have already resonated with users. This builds credibility and drives traffic to your website.
- Consistency is Key: Regularly engage with questions and discussions in your industry. Over time, this builds your brand’s reputation as a thought leader.
- Test and Optimize: Quora offers robust targeting tools. Experiment with different ad formats, audiences, and bidding strategies to find what works best for your brand.
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