# Channel Strategies

Platform-specific tactics for each marketing channel.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

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## Channel Overview

| Channel | Primary Use | Funnel Stage | Key Metric |
|---------|-------------|--------------|------------|
| SEO/Content | Organic traffic | TOFU | Organic sessions |
| Email | Nurture, convert | MOFU/BOFU | Conversion rate |
| Social (Organic) | Engagement | TOFU | Engagement rate |
| Social (Paid) | Reach, leads | All stages | ROAS |
| Search Ads | Intent capture | BOFU | CPA |
| LinkedIn | B2B targeting | MOFU | CPL |

---

## SEO & Content Strategy

### Core Principles
- **Intent-first**: Match content to search intent
- **10x content**: Be definitively better than page 1
- **Cluster model**: Pillar pages + supporting content

### Content Calendar

| Day | Content Type | Focus |
|-----|--------------|-------|
| Monday | Blog post | SEO, education |
| Wednesday | Email | Nurture, value |
| Friday | Social long-form | Thought leadership |

### SEO Priorities

| Priority | Action | Agent |
|----------|--------|-------|
| 1 | Keyword research | `attraction-specialist` |
| 2 | On-page optimization | `seo-specialist` |
| 3 | Content creation | `copywriter` |
| 4 | Link building | `attraction-specialist` |

### Success Metrics

| Metric | Target | Frequency |
|--------|--------|-----------|
| Organic traffic | +10% MoM | Weekly |
| Keyword rankings | Top 10 for targets | Monthly |
| Domain authority | Increasing | Quarterly |

---

## Email Marketing Strategy

### Sequence Types

| Sequence | Trigger | Emails | Goal |
|----------|---------|--------|------|
| Welcome | Signup | 5 over 7 days | Onboard |
| Nurture | MQL | 6 over 6 weeks | Educate |
| Re-engage | 30-day inactive | 5 over 21 days | Win back |
| Onboarding | Purchase | 7 over 30 days | Activate |

### Best Practices

**Subject Lines:**
- 40-50 characters optimal
- Personalization (+20% opens)
- A/B test always

**Send Times:**
| Audience | Best Days | Best Times |
|----------|-----------|------------|
| B2B | Tue-Thu | 10am, 2pm |
| B2C | Thu-Sun | 8am, 8pm |

### Deliverability

| Factor | Best Practice |
|--------|---------------|
| List hygiene | Remove bounces immediately |
| Authentication | SPF, DKIM, DMARC |
| Engagement | Clean inactive quarterly |
| Content | Avoid spam triggers |

### Success Metrics

| Metric | Good | Excellent |
|--------|------|-----------|
| Open rate | 20% | 30%+ |
| Click rate | 2% | 5%+ |
| Unsubscribe | <0.5% | <0.2% |

---

## Social Media Strategy

### Platform Playbooks

#### LinkedIn (B2B)
**Best For:** Thought leadership, B2B leads
**Posting:** 1-2x/day, Tue-Thu
**Format:** Long-form posts, carousels, documents

**Content Mix:**
- 40% Industry insights
- 30% How-to content
- 20% Company culture
- 10% Promotional

#### Twitter/X
**Best For:** Real-time engagement, tech audience
**Posting:** 3-5x/day
**Format:** Threads, quick takes, visuals

**Content Mix:**
- 50% Industry commentary
- 30% Educational threads
- 15% Engagement (replies, retweets)
- 5% Promotional

#### Instagram
**Best For:** Visual brands, B2C
**Posting:** 1-2x/day + Stories
**Format:** Reels, carousels, Stories

**Content Mix:**
- 40% Educational Reels
- 30% Behind-scenes
- 20% User-generated
- 10% Product

### Engagement Protocol

**Response Times:**
| Platform | Target |
|----------|--------|
| Twitter | <1 hour |
| LinkedIn | <4 hours |
| Instagram | <4 hours |
| Comments | <24 hours |

### Success Metrics

| Metric | Good | Excellent |
|--------|------|-----------|
| Engagement rate | 2% | 5%+ |
| Follower growth | 3%/mo | 10%+/mo |
| Click-through | 1% | 3%+ |

---

## Paid Advertising Strategy

### Budget Allocation

**70-20-10 Rule:**
- 70% proven campaigns
- 20% optimization tests
- 10% experiments

### Platform Selection

| Platform | Best For | Min Budget |
|----------|----------|------------|
| Google Search | High intent | $1,000/mo |
| Google Display | Retargeting | $500/mo |
| Meta (FB/IG) | B2C, awareness | $1,000/mo |
| LinkedIn | B2B leads | $2,000/mo |

### Campaign Structure

**Search Ads:**
```
Campaign: [Product/Service]
├── Ad Group: [Theme 1]
│   ├── Keywords (exact match)
│   └── Ads (3 variations)
├── Ad Group: [Theme 2]
└── Ad Group: [Brand]
```

**Social Ads:**
```
Campaign: [Objective]
├── Ad Set: [Audience 1]
│   ├── Creative 1
│   ├── Creative 2
│   └── Creative 3
└── Ad Set: [Audience 2]
```

### Optimization Schedule

| Task | Frequency |
|------|-----------|
| Performance check | Daily |
| Bid adjustments | Weekly |
| Creative refresh | Bi-weekly |
| Audience refinement | Monthly |
| Strategy review | Quarterly |

### Success Metrics

| Metric | Target |
|--------|--------|
| ROAS | 3:1+ |
| CPA | <1/3 LTV |
| CTR | 1-3% |
| Quality Score | 7+ (Google) |

---

## Channel Integration

### Cross-Channel Journeys

**TOFU → MOFU → BOFU:**
1. **Discovery** (SEO/Social) → Blog post
2. **Interest** (Retargeting) → Lead magnet
3. **Consider** (Email nurture) → Case study
4. **Decision** (Search ads) → Demo page
5. **Convert** (Email) → Purchase

### Attribution Model

| Model | Use When |
|-------|----------|
| Last-click | Short cycles, direct response |
| First-click | Brand awareness focus |
| Linear | Understanding full journey |
| Position-based | Balanced view (recommended) |

### UTM Structure

```
utm_source: traffic source (google, linkedin)
utm_medium: marketing medium (cpc, email, social)
utm_campaign: campaign name (spring-launch-2024)
utm_content: content variant (headline-a)
utm_term: keyword (for paid search)
```

---

## Agent Responsibilities

| Channel | Primary Agent | Supporting |
|---------|---------------|------------|
| SEO/Content | `attraction-specialist` | copywriter, seo-specialist |
| Email | `email-wizard` | copywriter |
| Social | `copywriter` | continuity-specialist |
| Paid | `attraction-specialist` | researcher |

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*Last updated: [Date]*
*Version: 1.0*
