Channel Optimization

Optimize the channels that matter for your GTM motion.

Core Principle

One skill, multiple modules. Activates based on what 15.go-to-market.md declares.

Prerequisites

Required:

File	Purpose	If Missing
strategy/canvas/15.go-to-market.md	Channels	Cannot proceed

Recommended:

File	Purpose
artifacts/marketing/narrative/brand-voice.md	Voice for copy
artifacts/marketing/narrative/positioning.md	Messaging

Module Activation

gtm = read("strategy/canvas/15.go-to-market.md")

active = []
for channel in gtm.channels:
    if "shopify" in channel: active.append("shopify-app-store")
    elif "chrome" in channel: active.append("chrome-web-store")
    elif channel in ["blog", "seo"]: active.append("web-seo")
    elif "linkedin" in channel: active.append("linkedin")
    elif channel in ["outbound", "sales"]: active.append("sales-channels")
    elif "email" in channel: active.append("email")

Only active modules load.

---

Module: Shopify App Store

Active when: Channel includes Shopify

Listing

Element	Spec	Best Practice
Title	30 chars	Keyword + benefit
Tagline	70 chars	Value prop
Description	2,500 chars	Benefits → Features → Proof
Screenshots	4-6	Before/after, UI, results
Video	60 sec	Value demo

Keywords

Type	Count	Placement
Primary	1-2	Title, first paragraph
Secondary	3-5	Tagline, body
Long-tail	5-10	Throughout

Screenshots

#	Purpose
1	Hero - value prop
2	Before/after
3	Key feature
4	Results
5	Setup ease

Reviews

Triggers:

Event	Timing	Type
First value	+48h	Soft
10 values	+24h	Direct
Revenue attributed	+24h	Celebration
30 days	Day 30	Summary

Response SLA: 24 hours

Ranking Factors

Factor	Weight
Install velocity	High
Rating	High
Review count	Medium
Uninstall rate	High

Metrics

weekly: [installs, uninstalls, rating, reviews, rankings]
monthly: [trends, sentiment, competitors]

Output

artifacts/marketing/channels/shopify-app-store/
├── listing.md
├── keywords.md
├── screenshots.md
├── review-prompts.md
├── review-responses.md
└── performance.md

---

Module: Chrome Web Store

Active when: Channel includes Chrome

Listing

Element	Spec
Name	45 chars
Summary	132 chars
Description	First 2 lines key

Images

Type	Size
Screenshots	1280x800
Small promo	440x280
Large promo	920x680

Chrome-Specific

• Category affects discovery
• Privacy disclosure required
• Review: 1-3 days

Output

artifacts/marketing/channels/chrome-web-store/
├── listing.md
├── keywords.md
└── performance.md

---

Module: Web SEO

Active when: Channel includes blog/SEO

Note: Lower priority per distribution physics. Optimize if easy.

On-Page

Element	Spec
Title	Keyword, 50-60 chars
Meta	150-160 chars
H1	One, with keyword
H2s	3-7 with variations
First 100 words	Include keyword
Internal links	3-5

Content Brief

**Keyword:** {keyword}
**Intent:** {type}
**Word count:** {count}

**Include:**
- Keyword in title, H1, first 100 words
- {X} H2 sections
- {X} internal links

Technical

Check	Target
Page speed	>90
Mobile	Pass
Crawlability	Check

Metrics

weekly: [rankings, sessions, CTR]
monthly: [changes, new keywords, backlinks]

Output

artifacts/marketing/channels/web-seo/
├── keyword-strategy.md
├── content-briefs/
└── performance.md

---

Module: LinkedIn

Active when: Founder LinkedIn is channel

Profile

Element	Best Practice
Headline	What + for whom + result
About	Problem → Solution → Proof → CTA
Featured	Top 3 content
Experience	Narrative
Banner	Positioning

Posting

Factor	Recommendation
Frequency	3-5x/week
Timing	Morning/lunch
Length	800-1,200 chars
Hook	First 2 lines grab

Engagement

Action	Timing
First comment	Within 5 min
Reply to comments	Within 2 hours
Engage others	Before/after posting

Content Mix

Type	%
Insights	40%
How-to	30%
Stories	20%
Wins	10%

Metrics

weekly: [engagement, comments, DMs, views]
monthly: [growth, reach, quality]

Output

artifacts/marketing/channels/linkedin/
├── profile.md
├── content-themes.md
└── performance.md

---

Module: Sales Channels

Active when: Motion is SLG

Portal Structure

sales-portal/
├── case-studies/
├── one-pagers/
├── battle-cards/
├── sequences/
├── decks/
└── calculators/

Findability

• Clear naming
• Search/filter
• Recently used
• Stage recommendations

Metrics

weekly: [usage by piece, usage by rep]
monthly: [pipeline influenced, win rate impact]

Output

artifacts/marketing/channels/sales/
├── portal-structure.md
├── content-inventory.md
└── performance.md

---

Module: Email

Active when: Email is channel

List Health

Factor	Action
Segmentation	By stage, persona
Hygiene	Remove bounces, 90d inactive
Preferences	Let subscribers choose

Performance

Metric	Target
Open	>25%
Click	>3%
Unsubscribe	<0.5%

Deliverability

• SPF, DKIM, DMARC
• Warm up domains
• Monitor complaints
• Clean regularly

Output

artifacts/marketing/channels/email/
├── segments.md
├── sequences/
├── templates/
└── performance.md

---

Execution Flow

1. Read GTM - Get channels, priorities
2. Activate modules - Only declared channels
3. Assess - Current state vs best practice
4. Prioritize - By investment level
5. Execute - Module-specific optimization
6. Track - Channel-appropriate metrics

Output

artifacts/marketing/channels/
├── {channel}/
│   └── {files}
└── channel-overview.md

Boundaries

DO:

• Read GTM first
• Only optimize declared channels
• Track appropriate metrics
• Prioritize by investment

DON'T:

• Optimize undeclared channels
• Same tactics everywhere
• Track vanity metrics
• Over-invest in low priority