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:
- 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
