Creating a Content Strategy for your Omnichannel Sales Funnel

Ever wonder how some businesses seem to attract, nurture, and convert customers like clockwork? They’re not winging it—that’s for sure. Instead, they’re using an omnichannel sales funnel.

An Omnichannel Sales Funnel is a fantastic game plan to guide potential customers step by step, from “Hmm, I’ve heard of you” to “Here’s my credit card, let’s do this.”

Now when most people think of omnichannel, they think you have to market their product all over the place. But this scattershot approach rarely provides effective results. One minute, you’re running ads. Next, you’re scrambling to send an email blast. You’re putting in the effort, but it's difficult to see if it's really yielding the desired result.

What you need isn’t more activity—it’s more focus. An omnichannel sales funnel doesn't mean that you're targeting every possible base all the time, it means that you follow a step-by-step strategy of meeting your audience where they are and guiding them from curious browsers to loyal customers. 

Your job is to have the right content in the right places for each of the funnel stages—which sounds like a daunting task. But don't worry, it's not rocket science, and I'm here to show you how it's done.

This guide will show you how to meet your audience wherever they are, providing them with the right type of content they need to take them to the next stage of their customer journey. 

The Three Stages of the Funnel

An omnichannel sales funnel is a way to guide your audience through the different stages of the customer journey, from the moment they hear about you to the moment they click “Buy Now”—and beyond.

Each stage of the Omnichannel Sales Funnel serves a purpose, and when you connect them seamlessly, your audience feels like you’ve designed the journey just for them.

When setting up an Omnichannel Sales Funnel, you need to have specific content ready for each stage so your audience has everything they need to move forward. 

Let’s break it down:

1. Top of the Funnel (TOFU): This is where your potential customers are figuring out what their problem is. They don’t even know you exist yet. Your job? Introduce yourself, gently. Think blog posts, social media content, or fun, shareable videos.
   • Example: Someone Googles, “What’s the best way to get more traffic to my website?”
   • Your TOFU move: Write a blog post or create a YouTube video called “10 Ways to Boost Website Traffic.”
2. Middle of the Funnel (MOFU): Now, they know they have a problem, but they’re weighing their options. They’re learning, researching, comparing.
   • Example: They search for “best SEO tools for small businesses.”
   • Your MOFU move: Offer a free guide, host a webinar, or send an email sharing a case study.
3. Bottom of the Funnel (BOFU): They’re ready to make a decision, but they’re still wondering, “Why should I choose you?”
   • Example: They Google, “Ahrefs vs. SEMrush.”
   • Your BOFU move: Show them why you’re the obvious choice with a comparison page or free trial offer.

Designing Content for Each Funnel Stage

What makes the funnel omnichannel is that it  works across all the platforms your audience uses. Whether they’re scrolling Instagram, reading your blog, or checking their email, your funnel ensures they get the right message at the right time.

Think of it like this:

• TOFU (Top-of-the-Funnel): You’re the friendly greeter. This stage is all about getting noticed and starting the conversation.
• MOFU (Middle-of-the-Funnel): Now, you’re the trusted advisor, educating them and building a connection.
• BOFU (Bottom-of-the-Funnel): Here, you’re the confident closer, giving them the nudge they need to make a decision.
• Retention and Re Engagement: Even after the sale, your funnel works to keep customers engaged and coming back for more.

Step 1: Top-of-the-Funnel (TOFU)

First impressions matter. At the TOFU stage, your audience is just getting to know you. They’re looking for answers, inspiration, or solutions, but they’re not ready to buy—yet. 

At this point, they might not even know what they’re looking for—or that you’re the solution. This is your chance to make a great first impression by being helpful, approachable, and memorable.

Your Goal: Spark curiosity.

Your goal here is simple: grab their attention and make a memorable first impression. You’re not here to sell but to educate, entertain, and earn trust.

Strategies for TOFU Success

Here’s how to turn casual interest into meaningful engagement:

1. Display Advertising: Use visually striking Google or Microsoft ads to get your brand on their radar.
2. Social Media Marketing: Show up where they hang out. Consistent, two-way communication on platforms like Instagram or LinkedIn can work wonders.
3. SEO: Optimize your website so it’s easy to find when they’re searching for answers. Think blog posts that tackle common questions.
4. Content Marketing: Create valuable, educational content like guides, infographics, and videos. Your mission here isn’t to sell—it’s to inform and build trust.

At this stage, resist the urge to push your product too hard. Avoid the hard sell. Think of TOFU as the first date. Or it's the friendly wave that gets someone’s attention. Focus on sparking curiosity and leaving them wanting more.

Step 2: Middle-of-the-Funnel (MOFU)

Now that you’ve caught their attention, it’s time to deepen the relationship. At the MOFU stage, your audience knows they have a problem and is exploring solutions. This is your chance to show them that you “get it” and that you’re the expert they can trust. Show them why your brand deserves their attention.

Your Goal: Build trust and nurture the relationship.

Provide value, answer their questions, and give them the tools they need to move closer to a decision.

Strategies for MOFU Success

Here’s how to keep the conversation going:

1. Social Media Ads: Use targeted ads to remind prospects about the products they explored during the TOFU stage.
2. Email Marketing: Keep your brand top of mind with regular newsletters and personalized email campaigns.
3. Retargeting: Don’t let potential customers forget you. Show ads to website visitors who didn’t take action the first time.
4. Webinars and Events: Position yourself as an authority by hosting or participating in industry events. Real-time conversations build trust like nothing else.
5. Case Studies and Testimonials: Let your happy customers do the talking. Real-world success stories are incredibly persuasive.

Think of MOFU as the dating phase. You're building a relationship, forging a connection, showing your value, and making them feel confident about taking the next step.

How do you do that? By educating them, nurturing the relationship, and showing them the possibilities if they take the next step and actually make a purchase—all without being pushy.

Step 3: Bottom-of-the-Funnel (BOFU)

This is it—the decision stage. This is where the magic happens. At the BOFU stage, your audience is ready to buy—but they need one last nudge to choose you. They’re weighing their options. Your job is to make their choice easy (and to make sure they choose you).

Your Goal: Close the deal.

Address their concerns, remove any friction, and make the buying process as smooth as possible.

Strategies for BOFU Success

Here’s how to seal the deal:

1. Personalization: Tailor your messaging based on their behavior and preferences. It shows you understand their needs.
2. Customer Reviews and Ratings: Social proof is gold. Share reviews, ratings, and testimonials to build trust.
3. Free Trials and Demos: Let them try before they buy. Experiencing your product firsthand can be the ultimate convincer.
4. Direct Mail and Phone Calls: Sometimes, a personal touch makes all the difference. Follow up with tailored advice or offers.
5. Hyper-Personalized Ads: Use specific, targeted ads with clear calls-to-action to remove any last bit of hesitation.

Don’t forget to make your call-to-action (CTA) crystal clear. Whether it’s “Buy Now,” “Schedule a Demo,” or “Sign Up Today,” your audience should know exactly what to do next.

Step 4: Reengagement – Turning “No” into “Not Yet”

Let’s be real—not every lead will convert the first time. Life gets busy, distractions pop up, and even the most interested prospects might hit pause on their decision. Perhaps they might need a bit more convincing.

But here’s the good news: a “not now” isn’t the same as a “never.”

That’s where reengagement comes in. Reengagement is your opportunity to stay on their radar and gently remind them why they were interested in the first place. Instead of letting those leads slip through the cracks, you keep the conversation alive until they’re ready to take the plunge.

Your Goal: Bring them back into the fold.

Think of re engagement as your second (or third) chance to make a lasting impression. The key here is persistence without being pushy. All the while you're keeping the connection alive while nudging them closer to saying “yes.”

Strategies for Re Engagement

Here’s how to stay on their radar without being annoying:

1. Email Marketing: Send targeted campaigns with special offers or helpful reminders. Think, “We noticed you left this in your cart,” or, “Still thinking about [product]? Here’s why it’s awesome.”
2. Dynamic Remarketing: Show personalized ads featuring the exact products or services they’ve already looked at. Familiarity breeds comfort.
3. Social Media Retargeting: Ever seen an ad for something you just browsed online? That’s retargeting in action. Use platforms like Facebook and Instagram to remind prospects what they’re missing.
4. Video Retargeting: Amp up engagement with video ads that highlight the benefits of your product or service in a visually compelling way.
5. Google Display Retargeting and AdRoll: Follow your prospects across the web, serving them subtle (but effective) reminders of what you offer.

Keep it friendly, not pushy. People don’t like feeling stalked, so space out your re engagement efforts and focus on adding value.

At this stage, timing is everything. Don’t bombard your leads immediately after they drop off—give them a little breathing room before reengaging.

Step 5: Retention – Keep Them Coming Back for More

Congratulations, you made the sale! But  the journey doesn’t end at checkout. In fact, the real gold lies in turning one-time buyers into loyal, repeat customers. Not only are repeat customers more predictable, but they’re also more cost-effective to retain than acquiring new ones.

Retention is about building loyalty and ensuring your customers keep coming back for more. 

Why is retention so powerful? It’s simple. Repeat customers cost less to retain than acquiring new ones, and they’re more likely to spend more over time. Plus, happy customers often become your best brand advocates.

Your Goal: Keep them engaged and coming back.

Deliver value beyond the sale to create a lasting bond.

Strategies for Retention

Here’s how to turn first-time buyers into lifelong fans:

1. Personalized Messages and Offers: Tailor your communications to their preferences. “We thought you’d love this!” goes a long way.
2. Exclusive Content: Give them VIP treatment with access to webinars, guides, or behind-the-scenes content.
3. Upselling and Cross-Selling: Suggest complementary products or premium versions of what they’ve already purchased. Think, “If you liked that, you’ll love this.”
4. Loyalty Programs: Reward your customers for their repeat business. Points, discounts, or freebies can make them feel appreciated and keep them coming back.

 Happy customers aren’t just repeat customers—they’re also your best brand ambassadors. Keep them engaged, and they’ll spread the word for you. Retention isn’t just about keeping customers—it’s about turning them into superfans who rave about you to their friends.

Conclusion

building a successful omnichannel sales funnel isn’t about chasing every shiny new marketing tactic. It’s about crafting a seamless, thoughtful journey that meets your customers where they are and moves them effortlessly from curiosity to loyalty. 

By providing the right content at every stage—whether it’s sparking interest at the top, nurturing relationships in the middle, or closing the deal at the bottom—you’re not just selling a product. Rather, you’re building trust, offering solutions, and creating lasting connections.

Remember, the funnel doesn’t stop at the sale. By keeping your customers engaged, delivering value post-purchase, and focusing on retention, you ensure that your efforts extend well beyond the initial transaction. After all, a satisfied customer isn’t just a one-time buyer—they’re a brand advocate who’ll help fuel future growth.

When you approach the omnichannel funnel with the right strategy, tools, and mindset, you transform the customer experience into something that feels personal, intentional, and rewarding for both parties. 

Take the time to refine your approach, create content that speaks to each stage, and, above all, build a journey that keeps your customers coming back for more. 

Your omnichannel sales funnel is your roadmap to turning prospects into lifelong advocates—and in the world of business, there’s nothing more valuable than that.