11-channel-setup-global

# Channel Setup A-Z (Global)

Setup marketing channels for global businesses — selection, platform-specific checklists, integration guides. Region variants (US/EU/SEA/LATAM) provide localized platform priorities.

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## For newbies — Read this first

If you've never set up marketing channels:

1. **Don't start with all channels.** Pick 2-3 max for the first 90 days. More channels = thinner attention = worse results.
2. **Channel selection depends on your audience, not your preference.** If your customers live on TikTok, Email won't work no matter how much you love Email.
3. **Region matters massively.** WhatsApp dominates LATAM. LINE dominates Thailand. LinkedIn dominates B2B in DE/UK. Don't import US assumptions.
4. **Each channel has 4 setup phases:** Create, Verify, Integrate, Run first 30 days. Skipping phases leads to weak performance later.
5. **Tech stack < Process.** A perfect Meta Pixel doesn't matter if no one is making content. Setup the publishing rhythm first.
6. **Trust takes 30-90 days.** Don't expect ROAS in week 1. Channels need data + content rhythm + audience to mature.
7. **Compliance is per-region.** GDPR (EU), CCPA (US), LGPD (BR), PDPA (TH) — each has rules for tracking, opt-in, and data handling.

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## Step 0 — Read context + select region variant

Before setting up:

1. **Read `.agents/product-marketing-context-global.md`** — get product, audience, region, target channels.
2. **Pick region variant for platform priority list:**
   - `variants/01-us.md` — North America
   - `variants/02-eu.md` — Europe (GDPR-aware)
   - `variants/03-sea.md` — Southeast Asia
   - `variants/04-latam.md` — Latin America (WhatsApp-first)
3. **See cross-platform comparison:** `references/global-platforms-comparison.md`

### Information gathering

Ask user up to 4 questions:

1. **Which channels are you considering?** (Meta / Google / TikTok / LinkedIn / WhatsApp / LINE / Shopee / Mercado Libre / email — you can pick multiple)
2. **Industry, product, target audience?** What you sell, to whom, in which countries?
3. **Existing channels?** List current channels, follower count, status.
4. **90-day goal?** Followers? Leads? Orders? Brand awareness?

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## Universal channel framework

### Channel selection criteria

Score each candidate channel on:

| Criterion | Weight |
|-----------|--------|
| Audience match (does your ICP use it?) | 30% |
| Competition vs. opportunity (are gaps available?) | 20% |
| Cost-to-acquire / CPM in your region | 15% |
| Platform stability / longevity | 10% |
| Internal capability (can you produce content?) | 15% |
| Integration with rest of stack | 10% |

> Score 1-5. Total ≥3.5 = include. <3.5 = skip for now.

### 4-phase setup (universal)

| Phase | Duration | Goal |
|-------|----------|------|
| **1. Create & Setup** | Days 1-2 | Account creation, profile completion |
| **2. Verify & Optimize** | Days 3-7 | Verification, tool integration, search optimization |
| **3. Connect & Integrate** | Days 7-14 | Cross-channel linking, automation |
| **4. First 30 days plan** | Days 1-30 | Content, posting cadence, KPI tracking |

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## Universal platform setup template

For ANY channel, run this template:

### Phase 1: Create & Setup

| Step | Detail | Status |
|------|--------|--------|
| Account creation | Use business email, not personal | [ ] |
| Business account upgrade | Switch to business/professional tier | [ ] |
| Industry category | Select correctly — affects algorithm | [ ] |
| Avatar | Standard size, clear logo, brand-consistent | [ ] |
| Username/handle | Match brand across all channels | [ ] |
| Bio / About | Clear positioning + CTA | [ ] |
| Cover image / banner | Brand visual + offer/CTA | [ ] |
| Contact info | Phone, email, hours, address (if local) | [ ] |
| Primary CTA | Message / Call / Book / Shop / etc. | [ ] |

### Phase 2: Verify & Optimize

| Step | Detail | Status |
|------|--------|--------|
| Identity verification | Submit docs as required | [ ] |
| 2FA enabled | Security baseline | [ ] |
| Pixel/tracking installed | Site or app side | [ ] |
| Conversion API setup | Server-side (where supported) | [ ] |
| Analytics integration | GA4 / native analytics | [ ] |
| Auto-reply / DM templates | Welcome + FAQ | [ ] |
| Search optimization | Hashtags, keywords, categories | [ ] |
| Privacy/legal pages linked | Terms, Privacy Policy, Refund Policy | [ ] |

### Phase 3: Connect & Integrate

| Step | Detail | Status |
|------|--------|--------|
| Cross-platform linking | IG ↔ FB, TikTok ↔ IG, etc. | [ ] |
| Ad account linking | Business Manager / Ads Manager setup | [ ] |
| CRM integration | Sync leads/customers to CRM | [ ] |
| Email/messaging integration | List sync, automation triggers | [ ] |
| E-commerce integration | Shop, catalog, product feed | [ ] |
| Chatbot setup (if used) | Pre-built flows for FAQ + intent | [ ] |
| Team access | Roles: admin / editor / analyst | [ ] |

### Phase 4: First 30 days plan

| Week | Volume | Content type | Goal |
|------|--------|--------------|------|
| 1 | TOFU (top of funnel) | Brand intro, value, behind-scenes | Test format, find voice |
| 2 | TOFU + light MOFU | Education, tips, demos | Build engagement, lead capture |
| 3 | MOFU + light BOFU | Social proof, case studies, comparisons | Trust + initial conversions |
| 4 | Mix 40/30/30 (TOFU/MOFU/BOFU) | Educational + promo balance | Establish recurring sales motion |

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## Common platforms — neutral overview

> Detailed per-region setups in variants. This is universal context.

### Meta (Facebook + Instagram)

- Universal: works in all regions, strongest for B2C
- Setup: Page → Business Manager → Pixel + CAPI → Ads Manager
- Strengths: Massive audience, mature ad tools, Conversion API
- Weaknesses: iOS attribution gap (US), GDPR complexity (EU)

### Google (Search + Display + YouTube + Shopping)

- Universal: high-intent search ads everywhere
- Setup: Google Ads + Merchant Center (e-com) + GA4
- Strengths: Search intent, YouTube reach, Shopping