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 Americavariants/02-eu.md — Europe (GDPR-aware)variants/03-sea.md — Southeast Asiavariants/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:
1---2name: 11-channel-setup-global3description: Use when the user needs to choose and stand up marketing channels and the tech behind them — channel selection scoring, platform-by-platform setup checklists, business account and verification steps, and integrations, with region priorities: US Meta plus Google plus LinkedIn, EU adding Xing, SEA adding TikTok, Shopee, Lazada and LINE, LATAM adding WhatsApp Business and Mercado Libre. Trigger on 'channel setup', 'which platforms should we be on', 'set up Google Business Profile', 'marketing tech stack', 'we are starting from zero on social', 'connect our accounts'. Not for — conversion tracking and pixels, see `53-tracking-setup-global`; ad account hierarchy, see `52-account-structure-global`; the posting plan once channels exist, see `01-content-calendar-global`.4license: MIT5---6
7# Channel Setup A-Z (Global)
8
9Setup marketing channels for global businesses — selection, platform-specific checklists, integration guides. Region variants (US/EU/SEA/LATAM) provide localized platform priorities.
10
11---
12
13## For newbies — Read this first
14
15If you've never set up marketing channels:
16
171. **Don't start with all channels.** Pick 2-3 max for the first 90 days. More channels = thinner attention = worse results.
182. **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.
193. **Region matters massively.** WhatsApp dominates LATAM. LINE dominates Thailand. LinkedIn dominates B2B in DE/UK. Don't import US assumptions.
204. **Each channel has 4 setup phases:** Create, Verify, Integrate, Run first 30 days. Skipping phases leads to weak performance later.
215. **Tech stack < Process.** A perfect Meta Pixel doesn't matter if no one is making content. Setup the publishing rhythm first.
226. **Trust takes 30-90 days.** Don't expect ROAS in week 1. Channels need data + content rhythm + audience to mature.
237. **Compliance is per-region.** GDPR (EU), CCPA (US), LGPD (BR), PDPA (TH) — each has rules for tracking, opt-in, and data handling.
24
25---
26
27## Step 0 — Read context + select region variant
28
29Before setting up:
30
311. **Read `.agents/product-marketing-context-global.md`** — get product, audience, region, target channels.
322. **Pick region variant for platform priority list:**
33 - `variants/01-us.md` — North America
34 - `variants/02-eu.md` — Europe (GDPR-aware)
35 - `variants/03-sea.md` — Southeast Asia
36 - `variants/04-latam.md` — Latin America (WhatsApp-first)
373. **See cross-platform comparison:** `references/global-platforms-comparison.md`
38
39### Information gathering
40
41Ask user up to 4 questions:
42
431. **Which channels are you considering?** (Meta / Google / TikTok / LinkedIn / WhatsApp / LINE / Shopee / Mercado Libre / email — you can pick multiple)
442. **Industry, product, target audience?** What you sell, to whom, in which countries?
453. **Existing channels?** List current channels, follower count, status.
464. **90-day goal?** Followers? Leads? Orders? Brand awareness?
47
48---
49
50## Universal channel framework
51
52### Channel selection criteria
53
54Score each candidate channel on:
55
56| Criterion | Weight |
57|-----------|--------|
58| Audience match (does your ICP use it?) | 30% |
59| Competition vs. opportunity (are gaps available?) | 20% |
60| Cost-to-acquire / CPM in your region | 15% |
61| Platform stability / longevity | 10% |
62| Internal capability (can you produce content?) | 15% |
63| Integration with rest of stack | 10% |
64
65> Score 1-5. Total ≥3.5 = include. <3.5 = skip for now.
66
67### 4-phase setup (universal)
68
69| Phase | Duration | Goal |
70|-------|----------|------|
71| **1. Create & Setup** | Days 1-2 | Account creation, profile completion |
72| **2. Verify & Optimize** | Days 3-7 | Verification, tool integration, search optimization |
73| **3. Connect & Integrate** | Days 7-14 | Cross-channel linking, automation |
74| **4. First 30 days plan** | Days 1-30 | Content, posting cadence, KPI tracking |
75
76---
77
78## Universal platform setup template
79
80For ANY channel, run this template:
81
82### Phase 1: Create & Setup
83
84| Step | Detail | Status |
85|------|--------|--------|
86| Account creation | Use business email, not personal | [ ] |
87| Business account upgrade | Switch to business/professional tier | [ ] |
88| Industry category | Select correctly — affects algorithm | [ ] |
89| Avatar | Standard size, clear logo, brand-consistent | [ ] |
90| Username/handle | Match brand across all channels | [ ] |
91| Bio / About | Clear positioning + CTA | [ ] |
92| Cover image / banner | Brand visual + offer/CTA | [ ] |
93| Contact info | Phone, email, hours, address (if local) | [ ] |
94| Primary CTA | Message / Call / Book / Shop / etc. | [ ] |
95
96### Phase 2: Verify & Optimize
97
98| Step | Detail | Status |
99|------|--------|--------|
100| Identity verification | Submit docs as required | [ ] |
101| 2FA enabled | Security baseline | [ ] |
102| Pixel/tracking installed | Site or app side | [ ] |
103| Conversion API setup | Server-side (where supported) | [ ] |
104| Analytics integration | GA4 / native analytics | [ ] |
105| Auto-reply / DM templates | Welcome + FAQ | [ ] |
106| Search optimization | Hashtags, keywords, categories | [ ] |
107| Privacy/legal pages linked | Terms, Privacy Policy, Refund Policy | [ ] |
108
109### Phase 3: Connect & Integrate
110
111| Step | Detail | Status |
112|------|--------|--------|
113| Cross-platform linking | IG ↔ FB, TikTok ↔ IG, etc. | [ ] |
114| Ad account linking | Business Manager / Ads Manager setup | [ ] |
115| CRM integration | Sync leads/customers to CRM | [ ] |
116| Email/messaging integration | List sync, automation triggers | [ ] |
117| E-commerce integration | Shop, catalog, product feed | [ ] |
118| Chatbot setup (if used) | Pre-built flows for FAQ + intent | [ ] |
119| Team access | Roles: admin / editor / analyst | [ ] |
120
121### Phase 4: First 30 days plan
122
123| Week | Volume | Content type | Goal |
124|------|--------|--------------|------|
125| 1 | TOFU (top of funnel) | Brand intro, value, behind-scenes | Test format, find voice |
126| 2 | TOFU + light MOFU | Education, tips, demos | Build engagement, lead capture |
127| 3 | MOFU + light BOFU | Social proof, case studies, comparisons | Trust + initial conversions |
128| 4 | Mix 40/30/30 (TOFU/MOFU/BOFU) | Educational + promo balance | Establish recurring sales motion |
129
130---
131
132## Common platforms — neutral overview
133
134> Detailed per-region setups in variants. This is universal context.
135
136### Meta (Facebook + Instagram)
137
138- Universal: works in all regions, strongest for B2C
139- Setup: Page → Business Manager → Pixel + CAPI → Ads Manager
140- Strengths: Massive audience, mature ad tools, Conversion API
141- Weaknesses: iOS attribution gap (US), GDPR complexity (EU)
142
143### Google (Search + Display + YouTube + Shopping)
144
145- Universal: high-intent search ads everywhere
146- Setup: Google Ads + Merchant Center (e-com) + GA4
147- Strengths: Search intent, YouTube reach, Shopping for e-com
148- Weaknesses: Lower brand-build than Meta, requires SEO foundation
149
150### TikTok (Ads + Organic + Shop)
151
152- Universal: works in most countries, strongest in SEA + US Gen Z
153- Setup: TikTok Business → Ads Manager → Pixel
154- Strengths: Lowest CPM in many regions, viral reach, TikTok Shop
155- Weaknesses: Banned in India, restricted in some markets
156
157### LinkedIn
158
159- Universal: dominant for B2B in US, UK, DE, AU
160- Setup: Company Page → Campaign Manager → Insight Tag
161- Strengths: B2B targeting (job title, company size), thought leadership
162- Weaknesses: Expensive CPM, weaker for B2C
163
164### WhatsApp Business / LINE / Zalo (Messaging-first)
165
166- Region-specific: WhatsApp = LATAM/IN/EU; LINE = TH/JP/TW; Zalo = VN
167- Setup: Verified Business Account → Cloud API → Templates → Bot
168- Strengths: 90%+ read rates, conversational sales
169- Weaknesses: Requires staff to handle replies, opt-in compliance
170
171### E-commerce platforms (Shopee / Lazada / Tokopedia / Mercado Libre / Amazon)
172
173- Region-specific: Shopee/Lazada/Tokopedia = SEA; Mercado Libre = LATAM; Amazon = US/EU
174- Setup: Seller account → Catalog upload → Internal ads
175- Strengths: Built-in audience, payment, logistics
176- Weaknesses: Platform takes 4-15% fee, less brand control
177
178### Email (Klaviyo / Mailchimp / Brevo / ActiveCampaign)
179
180- Universal but highest ROI in US/EU
181- Setup: Domain auth (DKIM/SPF/DMARC) → list import → automation flows
182- Strengths: Highest ROI when list grows, owned channel
183- Weaknesses: Slow to grow, lower priority in LATAM/SEA
184
185---
186
187## Decision tree — which variant to use
188
189| Region | Variant | Primary platform priority |
190|--------|---------|---------------------------|
191| US, Canada | `01-us.md` | Meta + Google + LinkedIn (B2B) + Klaviyo |
192| EU, EEA, UK | `02-eu.md` | Meta + Google + LinkedIn + Xing (DE) + GDPR-compliant ESP |
193| SEA | `03-sea.md` | TikTok + Shopee/Lazada + Meta + LINE/Zalo |
194| LATAM | `04-latam.md` | WhatsApp Business + Meta + Mercado Libre + TikTok |
195
196---
197
198## Cross-channel integration patterns
199
200### Lead capture pattern
201
202```
203Ad (Meta/TikTok/Google)
204 → Landing page or Click-to-Message
205 → Lead form / Inbox conversation
206 → CRM (HubSpot, Pipedrive, RD Station, Bitrix)
207 → Email/WhatsApp nurture sequence
208 → Sales handoff or self-serve checkout
209```
210
211### E-commerce pattern
212
213```
214Ad (Meta/TikTok/Google Shopping)
215 → Product page (own site or platform)
216 → Cart / Checkout (with retargeting pixel)
217 → Email/SMS abandoned cart sequence
218 → Post-purchase upsell (email + on-site)
219 → Repeat purchase reactivation (email/SMS/WhatsApp)
220```
221
222### Service business pattern
223
224```
225Ad (Meta/TikTok/Google Local)
226 → Click-to-message (WhatsApp/Messenger/LINE/Zalo)
227 → Inbox conversation (qualify lead)
228 → Booking link (Calendly/Setmore/native scheduler)
229 → Pre-appointment reminder (SMS/WhatsApp)
230 → Post-service review request → repeat booking
231```
232
233### B2B pattern
234
235```
236Ad (LinkedIn/Google Search)
237 → Whitepaper or webinar landing page
238 → Lead capture form (name, company, role)
239 → Email nurture sequence (5-7 emails)
240 → SDR outreach (cold email + LinkedIn DM)
241 → Demo / discovery call → close
242```
243
244---
245
246## 30/60/90-day milestones (universal)
247
248| Day | Milestone | KPI |
249|-----|-----------|-----|
250| Day 7 | All accounts created, profiles complete | 100% setup checklist |
251| Day 14 | First content published on each channel | 5+ posts/channel |
252| Day 30 | Cadence established, first leads | 20+ posts, 50+ followers, 5+ leads |
253| Day 60 | Content rhythm + paid ads running | 100+ followers, 20+ leads, ROAS measurable |
254| Day 90 | Optimization phase begins | First repeat customers, ROAS target hit |
255
256---
257
258## Common mistakes — universal
259
260| Mistake | Cost | Fix |
261|---------|------|-----|
262| Setting up too many channels at once | Thin attention, weak content on each | Start 2-3 max |
263| Skipping pixel/tracking setup | Cannot measure ROI accurately | Setup BEFORE first ad spend |
264| Inconsistent branding across channels | Trust gap | Brand kit + asset library |
265| No content calendar | Random posting → algorithm punishes | 1 calendar across all channels |
266| Ignoring platform-specific norms | Look out of place, low engagement | Lurk first, observe norms |
267| No automation | Manual work doesn't scale | Email/SMS/WhatsApp automation flows from day 1 |
268| Compliance oversight | Account ban, fines | Region-specific compliance per variant |
269| No analytics dashboard | Cannot see across channels | One BI tool (Looker Studio, GA4, etc.) |
270
271---
272
273## Cross-reference
274
275| Need | Skill |
276|------|-------|
277| Marketing strategy first | `00-marketing-plan-global` |
278| Content calendar | `01-content-calendar-global` |
279| Email marketing deep dive | `14-email-marketing-global` |
280| Customer insight before channel pick | `09-customer-insight-global` |
281| Performance evaluation | `03-performance-eval-global` |
282| Reverse KPI for budget | `10-reverse-kpi-global` |
283
284---
285
286## Quality checklist
287
288Before delivering channel setup plan:
289
290- [ ] Region variant selected — platform priorities match user's market
291- [ ] User confirmed channel selection (no "set up everything" pattern)
292- [ ] 4-phase setup checklist filled per channel
293- [ ] Cross-channel integration path mapped
294- [ ] Pixel/tracking + Conversion API status confirmed
295- [ ] CRM integration planned
296- [ ] Compliance per region (GDPR/CCPA/LGPD/PDPA) addressed
297- [ ] Content calendar for first 30 days defined
298- [ ] Team access + roles assigned
299- [ ] 30/60/90-day KPIs realistic for region
300- [ ] Mobile-first design verified for SEA/LATAM
301- [ ] Common mistakes review done
gabrielmoreira