Building a Multichannel Marketing  Funnel

Let's face it—if you're only using one or two marketing channels, you're missing out on so much potential. Customers don’t just see one ad and decide to buy; they go through a journey that involves discovering your brand, engaging with your content, and, ultimately, making a purchase. This is where the magic of a multi-channel funnel comes in.

Building a funnel that integrates social media, email, ads, and content marketing isn’t just a great idea—it’s essential for modern marketing. Each of these channels plays a unique role in helping potential customers move from the top of the funnel (awareness) to the bottom (conversion). Let’s dive into how to integrate these elements into a smooth and effective funnel.

Step 1: Set Clear Goals for Each Stage of the Funnel

Before you start, it’s crucial to have a clear understanding of what you want each channel to achieve. The typical marketing funnel has three main stages: awareness, consideration, and decision.

• Awareness: This is where potential customers first learn about your business. Social media and ads are fantastic for this stage. Use eye-catching posts and paid ads to get your brand in front of as many eyes as possible.

• Consideration: Once people know about you, they’ll want more information. This is where your content and email marketing come in. Blogs, videos, and newsletters help nurture your leads and guide them toward making a decision.

• Decision: Finally, it’s time to convert those leads into sales. This is where email marketing and ads again play a role, offering special discounts or limited-time offers to encourage purchases.

Step 2: Align Your Social Media Strategy with Your Funnel

Social media isn’t just for posting memes or cute dog pictures—it’s a powerful tool in building brand awareness. Your social channels (Instagram, Facebook, LinkedIn, etc.) are where you can first capture people’s attention.

When you’re just starting out, use social media to create engaging, relevant content that resonates with your target audience. Think short-form videos, carousel posts, and infographics. Paid social ads also play a massive role here—especially when you can target your audience based on interests, demographics, and past interactions.

Step 3: Use Content Marketing to Nurture Leads

Once you’ve got people’s attention, it’s time to nurture them. Content marketing—such as blog posts, videos, webinars, and case studies—helps build trust with your audience and position your business as an expert in the field.

At this stage, you can start collecting emails through lead magnets (e.g., free eBooks, checklists, or templates). This will allow you to send targeted content directly to your audience, further pushing them through the funnel. Content should be both informative and engaging, showing how your product or service solves their pain points.

Step 4: Email Marketing: The Bridge Between Consideration and Conversion

Email marketing is where you can really shine by nurturing leads and guiding them towards a purchase. Once you’ve got people on your list, use automation to send personalised follow-up emails. These could include:

• Welcome emails

• Educational emails about your product or service

• Special offers or discounts to prompt action

Make sure each email has a clear call to action (CTA), whether it's signing up for a free trial or making a purchase.

Step 5: Leverage Ads to Re-target and Close the Deal

Here’s where the magic of multi-channel marketing really comes together. Paid ads are fantastic for reaching your audience across multiple platforms, but they’re especially powerful when used for retargeting.

When someone interacts with your brand—whether it’s through social media, email, or your website—use retargeting ads to keep your business top-of-mind. You can set up ads to show up on Facebook, Instagram, or Google based on specific actions users have taken on your site.

For example, if someone added an item to their cart but didn’t check out, send them a retargeting ad offering a discount or highlighting the benefits of the product. This final push can turn leads into paying customers.

Step 6: Analyse and Optimise Your Funnel

Once your multi-channel funnel is up and running, don’t just sit back and relax. You need to constantly analyse the performance of each channel to see what’s working and what’s not.

• Track the success of your ads (CTR, ROAS)

• Measure email open rates and click-through rates

• Monitor social media engagement (likes, shares, comments)

By looking at these metrics, you can identify which channels need improvement and optimise your strategies to maximise conversions.