Building an Omnichannel Sales Funnel in 5 Simple Steps

Are you finding it harder and harder to connect with your customers? Maybe your email campaigns aren’t landing, your social media posts are getting ghosted, or you feel like you’re throwing spaghetti at the wall trying to see what sticks.

You’re not alone. The truth is, most of your potential customers aren’t ready to buy the first time they meet you. Heck, 96% of them are just window shopping. But that doesn’t mean you can’t nudge them closer to the checkout.

So what's the problem? Simply that your potential customers aren’t all in the same place—literally or figuratively. Some are discovering you for the first time. Others are debating between you and your competition. And a few are right on the edge of making a decision but need that final nudge. That's why it doesn't work to approach all your customers the same way. 

This is why there's so much buzz around building an omnichannel sales funnel these days. It's a proven way to nurture leads, win over customers, and keep them coming back for more. The goal is to meet customers where they are, no matter where they are, and guide them step by step to becoming a loyal customer.

Alright, now that we’ve covered why you should invest in omnichannel funnel marketing, let’s dive into the how. It's easy to see how this marketing strategy will take your business to the next level. What's a lot harder is knowing how to set such a strategy into practice.

In this post, I’ll give you five steps to building  a sales funnel that works across platforms, channels, and customer touchpoints. Don't feel overwhelmed—I promise it’s not rocket science. You just need a clear plan and the commitment to put the plan into action. 

Step 1: Map Your Customer’s Journey

Your ideal customer is out there right now, scrolling, searching, and asking questions. But how do they go from that first moment of curiosity to hitting “Buy Now” on your website? That’s what we call the customer journey.

The customer journey consists of three distinct stages:

1. Awareness: This is the “lightbulb” moment. Your customer realizes they have a problem, but they’re not sure what the solution is yet. Maybe they’re Googling things like “Why isn’t my website getting traffic?” or “Best ways to attract customers.”
2. Consideration: Now they’re exploring their options. They’ve identified the problem, and they’re actively searching for solutions. At this stage, your content needs to scream, “Hey, we can help!”
3. Decision: This is crunch time. Your customer has narrowed it down to a few options, and they’re deciding which one to choose. This is where testimonials, comparisons, and free trials shine.

So the first step in building your omnichannel funnel is to know your customers inside and out. You need to map out your customer's journey to a high degree of specificity. This isn’t about guessing or assuming—it’s about really understanding how they think and act. 

Here’s what you should do:

• Get into their shoes. Think about their pain points. What keeps them up at night? What problems are they desperate to solve?
• Trace their journey. How do they discover solutions? Maybe they start with a Google search, check out some reviews, and then compare pricing.
• Identify key moments. At what points can you step in and make their decision easier?

For example, let’s say your customer is “Billy Blogger.” Billy starts out frustrated because his website isn’t getting enough traffic. He Googles, “How to get more visitors to my blog,” reads a few articles, and learns about SEO. Eventually, he looks for SEO tools and stumbles across your product.

Your job? Be there for Billy every step of the way. Write the article that introduces him to SEO. Create a guide that explains how your tool can help. And when he’s ready to buy, have a killer offer ready and waiting for him.

Step 2: Pick One Channel to Start

If the idea of “omnichannel” makes you think you need to be everywhere at once, let me stop you right there. You don’t need to conquer Instagram, TikTok, LinkedIn, and YouTube all at once. In fact, trying to do it all is a surefire way to burn out and waste money.

The best way to build a sustainable funnel is to start small and do it well. Choose one or two channels where your audience spends the most time. For example:

• SEO: If your customers are searching for answers on Google, invest in blog posts and landing pages that target their keywords.
• Social Media: Platforms like Instagram or LinkedIn are great for building relationships and sharing bite-sized content.
• Email Marketing: Perfect for nurturing leads and keeping your brand top-of-mind.

Once you’ve nailed one channel, you can start adding more. The goal isn’t to overwhelm your audience—it’s to be present and consistent where it counts.

So do you choose your first line of attack? You have to consider your customer's needs, as well as your current ability to meet those needs. Start by answering the following questions: 

• Where’s your audience hanging out? Are they Googling for solutions? Scrolling through Instagram? Binging YouTube tutorials?
• What’s your strength? If you’re great at writing, focus on blogs. If you shine on video, start a YouTube channel.

Personally, I love SEO as a starting point. It’s a long-term play, but when done right, it brings in consistent, organic traffic. Plus, you can create content for every stage of the funnel.

Step 3: Set Clear Goals (KPIs)

Let’s talk about numbers—specifically, the ones that tell you if your funnel is working. Key Performance Indicators (KPIs) are your scorecard, and they should align with your goals for each stage of the funnel.

If you don’t measure the success of your funnel, you can’t improve it either. That’s why KPIs are so important. But don’t overcomplicate things—start with one or two metrics.

Here are some examples of good metrics to follow:

• TOFU: Track website traffic, video views, or new social media followers.
• MOFU: Track leads—monitor email signups, lead magnet downloads, webinar registrations, or eBook downloads.
• BOFU: Look at conversions—sales, demo requests, or free trial signups.

Pro tip: Start with just one or two KPIs to avoid data overload. Once you’ve got a system in place, you can start tracking more metrics to refine your strategy.

You can use tools like Google Analytics or Ahrefs to monitor your performance. And remember, progress takes time. It’s all about steady improvement.

Step 4:  Create Content That Converts

Let’s get one thing straight—your funnel is only as strong as the content you put into it. Think of content as the fuel that drives your customer from one stage of their journey to the next. The right content at the right time can mean the difference between a potential customer saying, “Hmm, interesting,” and them shouting, “Take my money!”

But here’s the kicker: not all content is created equal. What works at the top of the funnel (TOFU) won’t cut it at the bottom (BOFU). 

Your content is what moves people through the funnel, so it needs to hit the right notes at every stage. When in doubt, ask yourself: “What does my audience need to know at this stage to move forward?”

Let’s break it down further.

TOFU: Catch Their Attention

At the top of the funnel, your audience doesn’t know much about you—or even that they have a problem you can solve. This stage is all about attraction. You want to grab their attention and provide value without being pushy.

This is your first impression, so make it count. Focus on educating or entertaining. Examples include blog posts, beginner’s guides, or shareable videos. Here’s what works:

• Blog Posts: Answer basic questions like, “What is omnichannel marketing?” or “How to get more website traffic.”
• Videos: Short, educational clips that introduce a concept or share a quick tip.
• Social Media Posts: Eye-catching visuals and relatable captions that make people stop scrolling.

Think of TOFU content as your chance to make a great first impression. It’s not about selling—it’s about building trust.

MOFU: Educate and Nurture

Now that you’ve caught their attention, it’s time to keep it. Middle-of-the-funnel content should deepen your audience’s understanding of their problem and show them that you’re the solution.

Now it’s time to build trust. Provide deeper insights and show off your expertise. Think case studies, how-to guides, or email courses. Great MOFU content includes:

• Guides and Tutorials: Teach them something useful, like “How to Create an Omnichannel Marketing Strategy.”
• Case Studies: Share stories of customers who’ve seen success using your product or service.
• Email Sequences: Send targeted emails that address common pain points and highlight your expertise.

This is where you start to position yourself as the go-to expert. You’re not just another voice in the crowd—you’re the one with answers.

BOFU: Seal the Deal

The bottom of the funnel is where the magic happens. Your audience is ready to make a decision, but they need a little push to choose you over the competition.

Seal the deal with persuasive content. Testimonials, comparisons, or free trials work wonders here. Here’s what to use:

• Comparison Pages: Show why your product is better than the alternatives.
• Free Trials or Demos: Let them experience the value firsthand.
• Testimonials and Reviews: Nothing builds trust like hearing from happy customers.

Your BOFU content should eliminate any doubts and make it crystal clear why you’re the best choice.

By the way, sometimes one piece of content can do the work of an entire funnel. For example, a blog post like, “What is SEO?” can start by answering a beginner’s question (TOFU), move into why SEO matters (MOFU), and end with a call-to-action for your product (BOFU).

By creating content that spans multiple stages, you can maximise your reach and efficiency. Pretty cool, right?

Step 5: Track, Tweak, and Optimise

You’ve mapped out your customer journey, picked the right channels, and created killer content—awesome! But here’s the truth: no funnel works perfectly right out of the gate. Success comes from constant monitoring and fine-tuning. It’s like tweaking the recipe until you’ve got the perfect dish.

Tracking your funnel’s performance isn’t just about patting yourself on the back when the numbers look good—it’s about identifying what’s working, what’s not, and where you can improve.

Bonus Step: Don’t Forget About Post-Sale Marketing

Here’s a little secret: The best funnels don’t stop at the sale. Once someone becomes a customer, keep them engaged! Happy customers are more likely to buy again and recommend you to others.

• Send a “thank you” email with a special offer.
• Create a loyalty program to reward repeat purchases.
• Ask for feedback or reviews to build trust with new prospects.

Post-sale marketing isn’t just nice—it’s smart business. Remember, this is your funnel. Adapt it to your business, your audience, and your goals. 

Conclusion

And there you have it—five simple steps to building an omnichannel sales funnel that not only attracts and nurtures leads but also converts them into loyal customers. The key to success isn’t in perfection, but in consistent effort and smart execution.

Start with understanding your customer’s journey, then carefully craft content that speaks directly to their needs at every stage of the funnel. Choose your channels wisely, set measurable goals, and don’t forget to track, tweak, and optimize along the way.

Remember, building an omnichannel funnel isn’t a one-time project—it’s an ongoing process. The digital landscape is always evolving, and so are your customers. By staying agile and adapting to new insights, you’ll ensure your funnel doesn’t just work—it thrives.

So, what are you waiting for? Put these steps into action and start creating a sales funnel that works harder for you—across all the channels that matter. Your customers are out there. It’s time to meet them where they are, guide them through the journey, and turn them into the loyal fans your business deserves.