How to Build a Full-Funnel Omnichannel Marketing Strategy in 2025

When was the last time you bought something from an ad that yelled at you to “BUY NOW!!!”?

Exactly.

Here’s the truth: Nobody likes being sold to—especially not at the start. That is why doing business in the age of the always online customer requires a different type of marketing—where you first build a relationship with a customer before you sell them your stuff.

The fact is that most businesses aren’t struggling because they’re bad at what they do. They’re struggling because their customers don’t know where to find them, why to care, or how to trust them.

And that’s exactly where an omnichannel full-funnel strategy comes in. It’s not about doing everything everywhere, all at once. It’s about creating seamless, intuitive journeys that meet your customers where they are—from peaking their curiosity, to making that all-important first conversion, to turning them into a raving fan.

So, what does that actually look like? What does it mean to be omnichannel and full-funnel? And more importantly, how do you do it without needing an obscene budget or a massive marketing team? 

Let’s break it down stage by stage and explore how you can create a powerful, always-on marketing machine that pulls prospects in—and keeps them coming back for more.

Top of Funnel (TOFU)—Getting On Their Radar

You wouldn’t walk up to someone at a party and immediately ask them to invest in your startup, right? You have to get to know them first before pitching them your great new idea.

Well, the same truth holds for marketing. You have to catch your potential customer’s attention first, before you explain to them why they need to do business with you. 

This entry point into the omnichannel funnel is the Top of the Funnel (TOFU) stage. If you're a business manager or marketing lead, this is the stage where you’re not trying to close deals. You’re trying to start conversations, build familiarity, and earn just enough interest that someone becomes interested in the way you solve real-world problems.

At this point you're  not pushing your brand—you’re paving a path that leads back to it. This is an awareness-building stage where the goal is simple: get on the radar of people who don’t know you exist... yet.

TOFU Tactics That Work

What you want to do is “cast a wide net” where you  strategically show up in the places your audience already is—with value they actually care about.

Top of funnel marketing is all about value-first communication. You're answering questions before they're asked. You're entertaining, educating, inspiring—or even just helping your audience feel seen.

Here are a couple of TOFU strategies that actually works in the wild:

• SEO-rich blog content: You want to answer questions before people even know they’re looking for your product. For example, your content shows up when someone types a question into Google at 10pm while wondering why their CRM is eating half their productivity. Don’t just provide them a sales page—but give them a great blog post that helps them solve a problem.
• Social media presence: Getting social media marketing right is a lot harder than just posting a bunch of memes or product pics. Try to push out content that educates, entertains, or inspires—not just promotes your product. For example you could feature real stories or employee spotlights. Give an honest behind-the-scenes look at how your team solved the same problems your customers face.
• Content Marketing: Short-form video (especially on platforms like TikTok, Instagram, YouTube Shorts) is king at this stage. But you could also create checklists or quizzes. Post a poll that actually teaches something. Value wins attention every time.
• Influencer or Partner Content: Gently create awareness through people your audience already trusts. You don’t need Kim Kardashian repping your SaaS. Find micro-influencers or niche thought leaders in your space—people your audience follows. Get featured on their podcast or co-host a webinar.

TOFU Metrics to Watch

Don't go crazy with measuring your engagement at this point. But you do want to track a few basics:

• Impressions (aka “how many eyeballs saw this?”)
• Website traffic and sources
• Click-through rate (CTR) from ads or social content

But don’t stress over conversions yet. The goal at TOFU is simple: get attention and make them want to learn more. Your only goal should be to get on your customers radar, speak their language, and make them want to hear from you again.

Middle of Funnel (MOFU)—Getting Them to Engage

Okay. You’ve made first contact. Your ideal customer noticed your existence. Maybe they liked your post. Maybe they downloaded that automation checklist you created. Maybe they forwarded your blog to their team. Maybe they’ve even subscribed to your newsletter. That’s a big win. 

But don’t start celebrating yet. You’ve got their attention—but not yet their trust.

Welcome to the Middle of Funnel stage, aka the friend zone of marketing. This is the stage where your prospects are no longer strangers, but they’re not ready to commit yet either.

What you have to do at this stage is to earn their trust, educate them as to what you can do for them, and ultimately guide them towards taking positive action. 

You’re not just building interest—you’re helping them make sense of their options. And this is where most businesses drop the ball. They either get too pushy too soon, or they go totally silent and let the lead go cold.

MOFU Moves That Convert

Middle of Funnel content is where you start acting like the helpful expert in the room. You’re no longer just trying to be seen. You’re trying to become the go-to voice on a specific problem your customer wants solved.

Here’s what that looks like in action:

• Webinars & online events: Give away actionable insights, not just product features.  Help them solve one problem. Make it interactive. Bonus points if you bring on a guest speaker or client success story to join.
• Lead magnets (ebooks, checklists, guides): Create downloadable guides, templates, calculators, or case studies that actually solve something.This will guide them towards taking the next logical step and actively doing business with your brand.
• Email nurture sequences: You want to show up regularly in their inbox with useful stuff. Think storytelling, not spamming.  Share short tips. Link to helpful articles. Tell stories. And always give them a low-pressure way to engage more deeply.
• Social proof (case studies, testimonials): Let others vouch for you—don't just drop a 5-star review. Turn testimonials into mini case studies. “Meet Sarah, an operations manager who saved 9 hours a week after switching to our automation tool.”
• Product comparisons and tutorials: It's no longer taboo to compare yourself to your competitors—as long as you’re honest. Your prospects want help choosing. Be their guide to evaluating their options and in so doing, remove the friction of doing business with you.

Metrics to Watch at the MOFU Stage 

Now that you’re nurturing leads, it’s time to get more focused with your tracking:

• Lead Quality: Are these people even close to your ideal customer profile?
• Engagement Rates: Are they opening emails? Downloading content? Clicking on links? Commenting and replying to your posts?
• Time on site & pages visited: How deeply are they exploring your brand?
• Cost Per Lead: How efficiently are you converting content into contacts? Are you collecting quality contacts—or just burning cash?

This is where you’re really building the bridge between attention and action. The Middle of Funnel isn’t about showing off your features. It’s about showing you understand the problem better than anyone else.

This is also the stage where your funnel gets smarter. You're not just tracking who's engaging with your content, but you actively seek to  understand what they care about—and tailor your messaging accordingly.

Bottom of Funnel (BOFU)—Where the Sale Happens

You’ve reached out to prospective customers, engaged them with good content, and educated them on what you have to offer. Now it’s time to close the deal.

This is the Bottom of the Funnel (BOFU) stage, where you turn warm leads into excited buyers. This is your moment to reduce friction of doing business with you, deliver irresistible offers, and make taking action a no-brainer.

BOFU is where your prospects already know who you are. They’re comparing, considering, and calculating. Now you've earned the right to ask them for a sale. 

And just to be clear—it’s not about pressuring leads to make a purchase. It’s about making your case with clarity and confidence.

Remember that by this point your leads have already done their research. They're familiar with what you have to offer.  They’ve read your emails. Maybe they even downloaded a guide, signed up for a webinar, or talked to sales.

They want to buy—but something is holding them back. Perhaps they're afraid of making a mistake. Afraid of wasting money. Afraid of looking bad to their boss. Afraid of buying yet another tool or service that overpromises and under delivers.

Which is why you have to erase that fear. Give them the confidence to take the next step and make the sale. You have to show them that: “We’re the right choice—and here’s why.”

Tools to Close the Sale at the BOFU Stage

Here are a couple of tactics that you can use to clear any obstacles that keep prospective leads from making the sale:

• Personalised offers or discounts.
• Product demos or free trials.
• One-on-one consultations
• Cart abandonment emails
• Live chat support or consults for final decision help

Take Amazon Business, for example. They didn’t just say “Sign up.” They said, “Last chance to get R100 off your first order.” Urgency + reward = movement.

BOFU Metrics to Optimise

At this stage, your focus should be razor-sharp. The only question that matters is: “Are we converting leads into customers—profitably?”

Here’s what to watch:

• Conversion rate: How many people are actually buying after hitting your key sales pages or product demos? Are they taking that final step?
• Customer acquisition cost (CAC): Are you spending efficiently to gain customers? You have to determine if you're not spending more to get a customer than they’re worth. If the answer is yes, you have to rework your approach.
• Customer lifetime value (CLV): Are you bringing in customers who stick? Don’t just track first purchases. Are they staying? Upselling? Referring? BOFU should also be optimized to become a gateway to long-term value.

Remember that you're not coaxing cold leads to make a sale—you're working with warm leads, guiding them across the finish line. 

Post-Funnel—Where Loyalty Is Built

You made the sale—congratulations! But that doesn't mean your work is done here  because the real long-term wins happen after the purchase.

Research has shown that it's five times cheaper to retain a customer than acquire a new one. So why stop nurturing those leads now?

Which is why you have to build a solid post-funnel strategy—one that will turn buyers into loyal customers and even brand advocates. This is also how you build a lasting, wildly profitable business.

Key Post-Funnel Strategies

Post-funnel marketing is where customer loyalty happens. Where your brand stops being a transaction and starts being a relationship. 

What you want to do is make your customers feel like they matter by using any of the following winning post funnel strategies: 

• Personalized follow-up emails. This should include targeted onboarding that feels like VIP treatment. Welcome emails, helpful how-to videos, a “Here’s what to expect next” checklist... even a personal check-in call. Set the tone early.
• Personalized Rewards & Loyalty Programs. Rewards and perks don't have to be expensive, just meaningful and delivered with a personal touch.
• Exclusive content, VIP experiences, and referral incentives. Create a private customer-only community. Monthly AMA sessions with your CEO. Invite-only webinars or sneak peeks. Make them feel like they’re in the inner circle.
• Customer feedback surveys (and actual action on the feedback). Ask them what they think. But don’t stop there—show them you did something with their feedback.

You want to reward customer loyalty with merch, perks, and recognition. Next-level retention comes from making people feel like they’re part of your mission, not just your margin.

Post-Funnel Metrics to Track

At this stage of the funnel, it's important to keep track of the following numbers: 

• Customer Retention Rate: How many customers are sticking around?
• Customer satisfaction (CSAT): How happy are your customers really with your offerings?
• Net Promoter Score (NPS): Are they telling people about you?
• Referral Rate: Are they bringing in others?
• Repeat Purchase Rate: Are they coming back for more?

Post-funnel marketing is your chance to create true brand ambassadors—the kind who stick with you all the way and want to sell your brand to anyone who would care to listen. It's not easy to achieve—but will pay massive dividends in the long run. 

Conclusion

A funnel is only as effective as its ability to meet people where they are—consistently. In the always connected modern world, your customers aren't clumped together on a single channel waiting for you to contact them. 

Your customers are scrolling Instagram in the morning, searching Google at lunch, checking social media in between meetings, relaxing to YouTube tutorials at night, and skimming LinkedIn on weekends while pretending to be productive. They bounce between platforms, touchpoints, and devices without giving it another thought. So if you focus all your marketing efforts on one platform only, you're invisible most of the time.

That’s why omnichannel is the only way to reach all your customers as they traverse their busy online and offline lives. Fortunately, that doesn’t mean you have to focus all your attention to all available platforms, every possible moment of the day. 

It simply means you need to be strategic about showing up in your customer's digital feeds:

• With the right message
• In the right place
• At the right time

...based on where your prospect finds themselves in your funnel sequence. 

The best full-funnel strategies show up in all the right places, at just the right time, with a clear and unified brand message: “We understand your needs and how to solve your problem. Let’s solve this together.”