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How to Build a Comprehensive Omnichannel Marketing Funnel for SMEs


A well-designed omnichannel marketing funnel can transform an SME's marketing efforts into a cohesive and high-performing system. By integrating content creation, social media management, targeted advertising, influencer marketing, and strategic partnerships, you can maximize the reach and results of your campaigns. Here’s an exhaustive and in-depth guide to building a complete omnichannel marketing funnel.


Step 1: Strategic Planning

  1. Define Your Objectives:

    • Increase brand awareness.

    • Generate qualified leads.

    • Drive sales.

    • Retain existing customers.

  2. Know Your Audience:

    • Analyze your existing customers using CRM tools.

    • Conduct surveys or use analytical data to identify their needs and expectations.

    • Identify the channels they use most (social media, search engines, email).

  3. Create a Marketing Calendar:

    • Synchronize your campaigns across all channels.

    • Plan for key moments (launches, seasonal promotions).

    • Schedule regular checkpoints to adjust the strategy.

  4. Set KPIs:

    • Determine performance indicators such as ROAS, conversion rate, and cost per acquisition (CPA).


Step 2: Content Creation

  1. Diversify Formats:

    • Videos: tutorials, client testimonials, webinars.

    • Blog posts: detailed guides, trend analyses, case studies.

    • Infographics and carousels: for complex information.

    • Interactive content: polls, quizzes, simulators.

  2. Optimize for SEO:

    • Identify niche-specific keywords.

    • Structure your content with H1, H2 tags, and effective meta descriptions.

    • Build backlinks by collaborating with blogs and partner sites.

  3. Adapt Content to Each Channel:

    • Focus on eye-catching visuals for Instagram.

    • Prioritize long and educational videos for YouTube.

    • Publish professional and informative articles on LinkedIn.

  4. Planning:

    • Create a monthly editorial calendar.

    • Analyze the performance of each content type to adjust production.


Step 3: Social Media Management

  1. Choose the Right Platforms:

    • Facebook and Instagram for B2C visibility.

    • LinkedIn for B2B relationships.

    • TikTok and Pinterest for visual and younger audiences.

  2. Post Regularly:

    • Vary content types: Reels, Stories, carousels, live sessions.

    • Schedule posts during peak audience activity hours.

  3. Engage with Your Audience:

    • Respond quickly to comments and direct messages.

    • Launch polls or ask questions to stimulate engagement.

    • Collaborate with other accounts for cross-sharing opportunities.

  4. Performance Analysis:

    • Use tools like Meta Business Suite or Hootsuite to track key metrics.


Step 4: Google and Meta Advertising

  1. Set Up Targeted Campaigns:

    • Create remarketing campaigns to target non-converted visitors.

    • Launch awareness campaigns to reach a new audience.

  2. Segment Your Audiences:

    • Analyze demographic data, interests, and behaviors.

    • Create Lookalike Audiences.

  3. A/B Testing:

    • Test multiple visuals, messages, or CTAs to determine what works best.

  4. Analyze and Optimize:

    • Adjust bids and budgets based on ad performance.


Step 5: Influencer Marketing

  1. Collaborate with Micro-Influencers:

    • Identify influencers specialized in your field.

    • Propose authentic collaborations tailored to their style and audience.

  2. Create Effective Campaigns:

    • Offer free samples or exclusive benefits to share.

    • Use dedicated hashtags to track performance.

  3. Performance Tracking:

    • Analyze clicks, impressions, and sales generated by the influencer.


Step 6: Strategic Partnerships

  1. Identify Compatible Partners:

    • Target non-competing businesses that share a similar audience.

    • Organize collaborations through joint campaigns or co-branded content.

  2. Create Joint Events:

    • Plan webinars or bundled offers.

  3. Maximize Mutual Visibility:

    • Leverage each partner's social media and newsletters.


Step 7: Global Monitoring and Analysis

  1. Centralize Data:

    • Use tools like Google Analytics or HubSpot to consolidate performance data.

  2. Generate Regular Reports:

    • Analyze KPIs by channel and adjust budgets accordingly.

  3. Continuous Improvement:

    • Identify underperforming channels or tactics and replace them with better-suited initiatives.


Conclusion

An omnichannel marketing funnel for SMEs requires a cohesive strategy and coordinated efforts. By following these steps and staying focused on your goals, you can maximize your results while optimizing your marketing investment.


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