Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Fill Your Top-of-the-Funnel With Qualified Traffic

How to Fill Your Top-of-the-Funnel With Qualified Traffic Blog Feature

August 25th, 2015 min read

shutterstock_161513417-compressor-compressorInbound Marketing has to be a well-oiled machine for it to work properly.

However, for every company, business, or industry this machine is most likely different in some way, shape, or form.

No matter what service or product you might be offering, there is always a new part of the machine you can add-on, tweak, or even for better results.  

A part of this machine that is often overlooked is the generation of  your top-of-the-funnel traffic. It should be an important aspect for all Inbound Marketers to bring their attention to, as it is a great way to initially bring about highly qualified traffic to your site.

Why?

Because bringing in qualified top-of-the-funnel traffic sets you up for success. It’s as simple as that.

It happens to all of us where we stare with tunnel vision at what we believe to be our most important metrics (i.e. Demo Requests, Consultations, Free Trials) and as a result, we create a gap between the top and bottom and see lower conversion rates.

When focusing on your top-of-the-funnel traffic, it’s important not to forget about who your buyer personas are and who you want to capture.

By filling your funnel with these qualified people from the get-go, you will make your sales team’s job a whole lot easier and help align your marketing and sales efforts.

Note: Not sure if you have the right buyer personas or if you need to create another one? Check out IMPACT’s Buyer Persona Kit

Discovering your weakest traffic sources and where you need to improve

When looking for areas to capture qualified top-of-the-funnel traffic, it’s important to discover where you can improve.

It might be possible that your social media platforms have the highest visits to contact conversion rate, but your organic visitors don’t seem to be converting. It’s important for you to recognize the weak points and start adjusting accordingly.

Monitor your leads with KPIs – How many were qualified?

As you start developing campaigns, solutions, or web projects to drive more qualified traffic, it’s important to monitor the conversions by setting KPIs. How many more new contacts this month were qualified compared to last months? By doing this, you will know what is working and what is not.

Use the keyword tool to discover where you stand and where you want to rank organically 

The biggest opportunities for any company to start getting more qualified TOFU traffic is through organic search. 

If you’re optimizing your content (both premium and blog) around long-tail keywords that your buyer persona is actually searching then you will begin to see more qualified traffic relatively quickly depending on where you stand against your competitors.

Long-tail keywords, however, will typically be easier to rank for because they are less competitive and will help you target your specific niche demographics

One of the best tools available through Hubspot is the Keyword Tool. After completing your initial keyword research, this tool will tell you which ones are your ranking opportunities.

In other words, it tells you which keywords you have the opportunity to hit the first page of a Google search based on your current rank, difficulty, and search volume. 

Build out your blog from your keyword research

Following your long-tail keyword research, you should incorporate this research into your blog editorial calendar as you start planning out more monthly blog topics and titles.

Moving forward, it will be important for you to monitor your keywords and create highly targeted blogs for your buyer persona around them. As a result, you will begin to see more qualified visitors converting on your site as you start ranking for these valuable keywords.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE