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SMB Playbook: Your guide to targeting startups and SMBs on Quora

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The world of professional services is undergoing a transformation. Today not only the big players in the industry require professional services—small and medium-sized businesses (SMBs) and startups are also increasingly leaning towards professional services to enhance their business operations. From cloud computing to artificial intelligence, these services play a crucial role in ensuring efficiency and growth of businesses across industries. As the demand for such services continues to surge, it’s imperative for professional service providers to seize this opportunity and elevate their offerings. This guide explores how professional services can target SMBs and startups on Quora, while navigating the distinctive challenges of this industry subset.

An overview of the SMB and startup ecosystem

SMBs and startups are the unsung heroes of the business ecosystem, characterized by their agility, innovation, and rapid growth. SMBs, which typically have fewer than 500 employees, are the backbone of economies across the globe, accounting for 70% of job creation and 90% of all businesses. Startups, on the other hand, are entrepreneurial ventures that are often in their early stages with high growth potential. These sectors are experiencing a flurry of activity, with more individuals venturing into entrepreneurship and pursuing tech-driven ideas. As of 2023, data presented by Crunchbase reveals that 1,435 startups have achieved unicorn status, securing over $848 billion in funding and accumulating an estimated total value of $4.9 trillion. This emphasizes the growing significance of startups as pivotal forces propelling rapid technological advancement and fostering global economic growth.

Professional services market outlook

Behind every exponential growth story of an SMB and startup is a professional service provider which makes the success and growth possible. The worldwide professional services sector is projected to experience substantial growth, increasing from $5,890.11 billion in 2022 to $7,417.86 billion by 2027, reflecting a compound annual growth rate (CAGR) of 4.7%. Clearly, the growth is substantial but this also implies that the professional services landscape will become more competitive than ever before.

It becomes paramount for professional service providers to proactively position themselves as the ultimate solution to the distinctive challenges facing SMBs and startups, compared to their large corporate counterparts. Limited resources, lack of access to specialized skills, and competition against bigger industry players are just a few of the hurdles they face. As a result, they require tailored solutions that can address their specific needs while remaining cost-effective.

To meet these exceptional challenges head-on, professional service providers can harness the potential of interactive platforms like Quora to directly engage with SMBs and startups, actively resolve queries, and establish invaluable connections with these businesses.

Luisa Zhou

Oberlo

Startups and SMBs seek professional services advice on Quora

As a Q&A platform that hosts one of the largest business and technology discussion forums on the internet, Quora is a popular destination for the startup and SMB community seeking answers to their pressing questions. Whether it’s advice on scaling up, navigating the complexities of cloud migration, fortifying cybersecurity, or optimizing AI solutions, Quora has become a hub for knowledge-sharing and problem-solving.

Conversations on Quora are full of information about best practices for growing a small business, securing sensitive data, or implementing AI technologies. As a professional service provider, the plethora of inquiries and discussions on Quora can be a goldmine of insights and solutions.

Based on Internal Quora data

Quora’s startup and SMB audience

Quora’s community is renowned for its rich user base that constantly indulges in exchange of industry expertise. Among this community, professional service providers can find:

Global reach: Quora’s global audience of over 400 million monthly unique visitors broadens horizons, particularly for professional service providers with remote capabilities. It opens doors to international business opportunities.

Diverse interests: With over 300,000 Topics at their fingertips, Quora users span a wide array of tech-related interests and questions, aligning with the range of services different professional service providers offer.

Founders seeking guidance: Startup founders often turn to Quora for expert advice as they navigate the complexities of entrepreneurship. As a professional service provider, your expertise can be a guiding light for these entrepreneurs as they embark on their journey.

Management professionals: Quora hosts professionals across various management levels in SMBs and startups. These individuals often play key roles in tech solution decisions. Engaging with them on Quora exposes your services to decision-makers.

Tech-forward business leaders: Even seasoned business leaders from traditional sectors are exploring new technologies on Quora to maintain competitiveness. That’s where your expertise comes into play.

Based on the GWI Core 2022 survey of participating Quora users.

By focusing on SMBs, startups, founders, management, and business leaders on Quora, professional service providers can connect with motivated individuals actively seeking knowledge and solutions. Quora offers a unique chance to display proficiency, build trust, and establish valuable connections with potential long-term clients and partners.

How professional services providers can target SMBs and startups on Quora

Quora’s unique Q&A format allows professionals, industry experts, and thought leaders to share their knowledge and offer practical advice to those in need. By actively participating in these conversations, professional service providers can establish their expertise, gain visibility, and contribute to the growth of these businesses.

Below are ways professional services providers can cater to the distinct needs of SMBs and startups on Quora.

Put forward cost effective solutions. SMBs and startups often operate on tight budgets, making cost-effective solutions a priority. By tapping into Quora’s proactive user base, service providers can position themselves as credible authorities.

What are some cost-effective ways to get more clients as a startup?

What is the best and most cost-effective way to promote a startup among university students?

What are the free tools for a small business? How does it help?

Address security concerns. The rise of cyber threats makes cybersecurity a top concern for SMBs and startups. Quora offers a unique platform for cybersecurity service providers to engage in discussions, answer questions, and build credibility.

What can a small business do in a single day that would improve their cyber security and protect customer data?

What can a cyber security company do for a small business?

Why is cybersecurity important in a startup?

Facilitate cloud services integration. Cloud services have become a game-changer for SMBs and startups, offering advantages like cost savings and scalability. Professional services specializing in cloud migration can leverage Quora to connect with businesses venturing into the cloud.

Which cloud service provider is best for startups per cost?

What is the best and most cost-effective way to promote a startup among university students?

What are the free tools for a small business? How does it help?

Empower SMBs and startups with AI. AI has the power to revolutionize how SMBs and startups operate, automating tasks and enhancing decision-making processes. Quora serves as a tool for AI-focused professional services to connect with businesses eager to harness AI.

How can AI help small business owners make more money online?

What are the best AI answering services for small businesses?

What are some ways to use artificial intelligence (AI) and machine learning for a startup?

Cater to SaaS needs. The SaaS industry is booming, and SMBs and startups have unique requirements in this space. Professional service providers in the SaaS sector can leverage Quora to address questions related to SaaS.

What are some cost-effective ways to get more clients as a startup?

What is the best and most cost-effective way to promote a startup among university students?

What are the free tools for a small business? How does it help?

Tailor B2B services. Business-to-business (B2B) professional services cover a range of solutions, from marketing to technology services.

Why is B2B important for small and medium businesses?

What are some tips to choose B2B service companies?

How can I create customer-centric B2B experiences?

SMBs and startup success stories on Quora

The following are case studies of SMBs and startups that have found success on Quora.

ActiveCampaign

ActiveCampaign, a cloud software platform for small-to-mid-sized businesses, aimed to raise brand awareness and attract cost-effective website visitors. Their Quora strategy focused on engaging small business owners and marketers by sharing relevant content through Text Ads and Image Ads. By targeting topics that resonated with their audience, ActiveCampaign achieved impressive results, acquiring new website visitors at just $0.80 per visitor, marking a 70.5% cost reduction compared to Facebook. These results are propelling ActiveCampaign to consider further expansion of its Quora Ads into new geographic markets.

Read the Success Story

Zoho Creator

Zoho wanted startups and SMBs to consider their low-code application development platform- Zoho Creator. They talk about major benefits of Zoho Creator and why businesses should invest in it in a short video ad that communicates its offerings in the limited attention span of the audience.

#RealEstateAudience

Quora’s global SMB and startup audience stats

Quora acts as a linchpin connecting global businesses to an abundance of valuable insights, expertise, and professional services. The platform has seen staggering year-over-year growth in content views in areas like small business marketing (1037%), cloud hosting providers (225%), and artificial intelligence (11%) serves as a testament to the universal desire for knowledge and innovation.

Based on Internal Quora Data, figures represent the percentage change in views between January to September 2022 and January to September 2023.

There is an active community of entrepreneurs and business owners on Quora who visit the platform to research and seek advice and reviews from other entrepreneurs about business strategy, which softwares and tools to use and other business decisions. A majority (70%) of the entrepreneurs on Quora are small business owners.

Below we’ll explore a few regional audience highlights.

Based on the GWI Work July to September survey of participating global Quora users.

US

The US has long been a hotspot for entrepreneurship and innovation. The country’s ecosystem is characterized by a mix of industries, from tech and finance to healthcare and manufacturing. SMBs and startups, often considered the backbone of the American economy, account for a significant portion of the business landscape.

Based on Internal Quora Data

The graph above shows the month-on-month growth trajectory of engagement on Quora among Small Business owners and Startup founders in the US. It highlights a discernible upswing start of the year, followed by a consistent upturn starting in July.

Quora makes this dynamic ecosystem apparent, as 76% of American Quora users are entrepreneurs and small business owners. Small business owners and startup founders in the US are considering. These include customer support tools like Zendesk, Freshdesk, and LiveAgent, which make up 20% of their considerations. Additionally, they are showing interest in analytics services such as Google Analytics and Business Intelligence tools, collaborative communication and sharing tools like Slack, Cisco, and Teams, and CRM, sales, and lead tracking software such as Salesforce, Hubspot, and Zoho, each accounting for 9% of their considerations.

Their purchase decisions are significantly influenced by factors such as enhancing productivity and efficiency (90%), competitive pricing (89%), the type of licensing (subscription vs. one-off payment, etc.) (74%), ease of use (70%), and prioritizing security to ensure data protection and encryption (67%).

Europe

The SMB and startup scene in Europe is diverse and dynamic, reflecting the continent’s rich economic landscape. The region’s SMBs and startups are a significant economic force, representing various sectors such as manufacturing, technology, and services.

Based on Internal Quora Data.

There is a steady growth in engagement on topics related to professional services and SaaS amongst startups and SMBs, the conversations see upswing in the month of May.

Quora mirrors this rich economic landscape as European small business owners and startups increasingly turn to Quora to interact with their audience as well as connect with relevant professionals. 85% of European entrepreneurs on Quora are small business owners who are actively looking into collaborative communication and sharing tools (e.g., Slack, Cisco, Teams) at 19%, customer support tools (e.g., Zendesk, Freshdesk, LiveAgent) at 19%, CRM, sales, and lead tracking software (e.g., Salesforce, Hubspot, Zoho) at 18%, and project management tools (e.g., Trello, JIRA, Microsoft Project, Wrike, Clarize) at 14%. The influencing factors when making purchase decisions are improving productivity/efficiency (90%), trustworthiness of the provider (90%), competitive pricing (89%), availability of technical support (81%), and ease of installation/implementation (77%).

Based on the GWI Work survey of participating Quora users in the UK, France, Germany, Spain, and Italy

APAC

India

India has seen a surge in entrepreneurial activity over the past decade, with a significant focus on technology-driven startups. The country is home to several bustling startups and SBMs which are spread across various industries, including IT, e-commerce, manufacturing, and services.

Quora reflects this exponential growth, as 70% of entrepreneurs on Quora are small business owners. They are actively considering professional service providers, with 45% considering customer support tools (e.g., Zendesk, Freshdesk, and LiveAgent). Furthermore, 27% are leaning towards collaborative communication and sharing tools, (eg:Slack, Cisco, and Teams) and 18% are showing interest in CRM, sales, and lead tracking (eg: Salesforce, Hubspot, and Zoho). 12% are looking into project management tools, (e.g, Trello, JIRA, Microsoft Project, Wrike, and Clarize) and 11% are leaning towards cloud storage and file management services, (e.g., Google Drive, OneDrive, and DropBox). The key purchase influencers for them are security (88%), productivity improvement (84%), the availability of technical support (84%), ease of use (81%), and trustworthiness of the provider (72%).

Based on the GWI Work survey of participating Quora users in India.

Southeast Asia

Southeast Asia’s startup and SMBs ecosystem is a dynamic and diverse landscape, offering a multitude of opportunities for entrepreneurs. With a young, tech-savvy population and increasing internet penetration, the region has witnessed a significant surge in e-commerce, fintech, and tech-related startups and SMBs.

Based on Internal Quora Data.

The provided graph illustrates the month-on-month growth trajectory of engagement with regard to inquiries around professional services on Quora by Small Business owners and Startup founders in Southeast Asia. It reveals steady growth till September, slight fluctuation in August followed by consistent growth till March.

Here, 70% of entrepreneurs on Quora are small business owners. Their preferences include CRM, sales, and lead tracking software (e.g., Salesforce, Hubspot, Zoho) at 16%, collaborative communication and sharing tools (e.g., Slack, Cisco, Teams) at 16%, customer support tools (e.g., Zendesk, Freshdesk, LiveAgent) at 15%, project management tools (e.g., Trello, JIRA, Microsoft Project, Wrike, Clarize) at 13%, and security applications (e.g., anti-virus software) at 11%. When it comes to influencing their purchase decisions, productivity improvement (79%), ease of installation/implementation (69%), ease of use (66%), provider trustworthiness (66%), and cost reduction (66%) top the list.

Based on the GWI Work survey of participating Quora users in Singapore, Philippines, Malaysia, and Indonesia

Australia & New Zealand

The startup and SMBs landscape in Australia and New Zealand is characterized by a thriving entrepreneurial spirit and a focus on innovation. It often centers around technology, sustainability, and healthcare.

Based on Internal Quora Data.

The provided graph illustrates the month-on-month growth trajectory of engagement with regard to inquiries around professional services on Quora by Small Business owners and Startup founders in Australia and New Zealand. It reveals slight fluctuations till May followed by consistent growth till August.

Quora makes this thriving entrepreneurial spirit apparent as 52% of entrepreneurs from this region on Quora are small business owners. Their interests lean towards collaborative communication and sharing tools (e.g., Slack, Cisco, Teams) at 54%. Price (45%) and provider reputation as an innovator (45%) are the key factors influencing their purchases.

Based on the GWI Work survey of participating Quora users in Australia and New Zealand

Middle East & Africa

The Middle East is experiencing a thriving startup and small and medium-sized business scene. The region’s entrepreneurship landscape is marked by innovation and a growing focus on technology-driven solutions. A range of sectors, including technology, e-commerce, finance, and healthcare, are seeing a surge in startups and SMBs.

Middle Eastern entrepreneurs on Quora are actively engaging with professional services providers that can support their business endeavors. They are considering a variety of tools and solutions to enhance their operations. Specific areas of interest include customer support services, collaborative communication and sharing tools, CRM, sales, and lead tracking software, project management tools, and cloud storage and file management services.

Based on Internal Quora Data.

The provided graph illustrates the month-on-month growth trajectory of engagement with regard to inquiries around professional services on Quora by Small Business owners and Startup founders in the Middle East. It reveals consistent growth till September followed by slight fluctuations till December and an upswing in January.

Based on the GWI Core 2022 survey of participating Quora users in UAE and Saudi Arabia. Comparisons are to the average internet user in UAE and Saudi Arabia as surveyed by GWI.

Make Quora a part of your startup and SMB marketing strategy

In the rapidly evolving tech industry, professional services have become essential for businesses of all sizes, particularly SMBs and startups. These businesses benefit from customized solutions that address their specific challenges while being cost-effective. Quora, with its active and engaged user community, serves as an ideal hub where dynamic SMBs and startups can connect with professional service providers.

Quora goes beyond being a platform for questions and answers; it is a marketplace where ideas, innovation, and solutions are exchanged. By embracing these opportunities and engaging in conversations, businesses can position themselves for success in the future of the tech industry. To explore the boundless possibilities, join the conversation on Quora today.