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.

For newbies — Read this first

If you've never set up marketing channels:

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

Step 0 — Read context + select region variant

Before setting up:

• Read .agents/product-marketing-context-global.md — get product, audience, region, target channels.
• 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)
• See cross-platform comparison: references/global-platforms-comparison.md

Information gathering

Ask user up to 4 questions:

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

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 |

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 |

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 for e-com
• Weaknesses: Lower brand-build than Meta, requires SEO foundation

TikTok (Ads + Organic + Shop)

• Universal: works in most countries, strongest in SEA + US Gen Z
• Setup: TikTok Business → Ads Manager → Pixel
• Strengths: Lowest CPM in many regions, viral reach, TikTok Shop
• Weaknesses: Banned in India, restricted in some markets

LinkedIn

• Universal: dominant for B2B in US, UK, DE, AU
• Setup: Company Page → Campaign Manager → Insight Tag
• Strengths: B2B targeting (job title, company size), thought leadership
• Weaknesses: Expensive CPM, weaker for B2C

WhatsApp Business / LINE / Zalo (Messaging-first)

• Region-specific: WhatsApp = LATAM/IN/EU; LINE = TH/JP/TW; Zalo = VN
• Setup: Verified Business Account → Cloud API → Templates → Bot
• Strengths: 90%+ read rates, conversational sales
• Weaknesses: Requires staff to handle replies, opt-in compliance

E-commerce platforms (Shopee / Lazada / Tokopedia / Mercado Libre / Amazon)

• Region-specific: Shopee/Lazada/Tokopedia = SEA; Mercado Libre = LATAM; Amazon = US/EU
• Setup: Seller account → Catalog upload → Internal ads
• Strengths: Built-in audience, payment, logistics
• Weaknesses: Platform takes 4-15% fee, less brand control

Email (Klaviyo / Mailchimp / Brevo / ActiveCampaign)

• Universal but highest ROI in US/EU
• Setup: Domain auth (DKIM/SPF/DMARC) → list import → automation flows
• Strengths: Highest ROI when list grows, owned channel
• Weaknesses: Slow to grow, lower priority in LATAM/SEA

Decision tree — which variant to use

| Region | Variant | Primary platform priority |

|--------|---------|---------------------------|

| US, Canada | 01-us.md | Meta + Google + LinkedIn (B2B) + Klaviyo |

| EU, EEA, UK | 02-eu.md | Meta + Google + LinkedIn + Xing (DE) + GDPR-compliant ESP |

| SEA | 03-sea.md | TikTok + Shopee/Lazada + Meta + LINE/Zalo |

| LATAM | 04-latam.md | WhatsApp Business + Meta + Mercado Libre + TikTok |

Cross-channel integration patterns

Lead capture pattern

Ad (Meta/TikTok/Google)
  → Landing page or Click-to-Message
  → Lead form / Inbox conversation
  → CRM (HubSpot, Pipedrive, RD Station, Bitrix)
  → Email/WhatsApp nurture sequence
  → Sales handoff or self-serve checkout

E-commerce pattern

Ad (Meta/TikTok/Google Shopping)
  → Product page (own site or platform)
  → Cart / Checkout (with retargeting pixel)
  → Email/SMS abandoned cart sequence
  → Post-purchase upsell (email + on-site)
  → Repeat purchase reactivation (email/SMS/WhatsApp)

Service business pattern

Ad (Meta/TikTok/Google Local)
  → Click-to-message (WhatsApp/Messenger/LINE/Zalo)
  → Inbox conversation (qualify lead)
  → Booking link (Calendly/Setmore/native scheduler)
  → Pre-appointment reminder (SMS/WhatsApp)
  → Post-service review request → repeat booking

B2B pattern

Ad (LinkedIn/Google Search)
  → Whitepaper or webinar landing page
  → Lead capture form (name, company, role)
  → Email nurture sequence (5-7 emails)
  → SDR outreach (cold email + LinkedIn DM)
  → Demo / discovery call → close

30/60/90-day milestones (universal)

| Day | Milestone | KPI |

|-----|-----------|-----|

| Day 7 | All accounts created, profiles complete | 100% setup checklist |

| Day 14 | First content published on each channel | 5+ posts/channel |

| Day 30 | Cadence established, first leads | 20+ posts, 50+ followers, 5+ leads |

| Day 60 | Content rhythm + paid ads running | 100+ followers, 20+ leads, ROAS measurable |

| Day 90 | Optimization phase begins | First repeat customers, ROAS target hit |

Common mistakes — universal

| Mistake | Cost | Fix |

|---------|------|-----|

| Setting up too many channels at once | Thin attention, weak content on each | Start 2-3 max |

| Skipping pixel/tracking setup | Cannot measure ROI accurately | Setup BEFORE first ad spend |

| Inconsistent branding across channels | Trust gap | Brand kit + asset library |

| No content calendar | Random posting → algorithm punishes | 1 calendar across all channels |

| Ignoring platform-specific norms | Look out of place, low engagement | Lurk first, observe norms |

| No automation | Manual work doesn't scale | Email/SMS/WhatsApp automation flows from day 1 |

| Compliance oversight | Account ban, fines | Region-specific compliance per variant |

| No analytics dashboard | Cannot see across channels | One BI tool (Looker Studio, GA4, etc.) |

Cross-reference

| Need | Skill |

|------|-------|

| Marketing strategy first | 00-marketing-plan-global |

| Content calendar | 01-content-calendar-global |

| Email marketing deep dive | 14-email-marketing-global |

| Customer insight before channel pick | 09-customer-insight-global |

| Performance evaluation | 03-performance-eval-global |

| Reverse KPI for budget | 10-reverse-kpi-global |

Quality checklist

Before delivering channel setup plan:

• [ ] Region variant selected — platform priorities match user's market
• [ ] User confirmed channel selection (no "set up everything" pattern)
• [ ] 4-phase setup checklist filled per channel
• [ ] Cross-channel integration path mapped
• [ ] Pixel/tracking + Conversion API status confirmed
• [ ] CRM integration planned
• [ ] Compliance per region (GDPR/CCPA/LGPD/PDPA) addressed
• [ ] Content calendar for first 30 days defined
• [ ] Team access + roles assigned
• [ ] 30/60/90-day KPIs realistic for region
• [ ] Mobile-first design verified for SEA/LATAM
• [ ] Common mistakes review done