Performance marketing · Channel planning
Run each campaign where your buyers already pay attention.
Channel planning in Mengo decides where each campaign runs and what each channel is there to do. It starts from the customer profiles stored for the business, then gives search, social, email, WhatsApp, ads, print and PR a clear role, instead of posting the same thing everywhere and hoping.
- Channels chosen from your audience
- One job for every channel
- Where the audience isFrom: ICPs and customer personas
- What each channel is forRole: awareness, consideration or conversion
- The format it needsFrom: the content and creative modules
- How often it runsFrom: the marketing calendar
An example of the decisions in a channel plan. Simplified for illustration.
The problem
Being on every channel a little means being on none of them enough.
A founder with a few hours a week tends to spread them thinly: a post here, an ad there, a newsletter when there is time. No channel gets enough consistency to work, and none of them is connected to a next step.
Channel planning narrows the list to the channels your audience actually uses, gives each one a job, and links it to the follow-up that moves people toward a decision.
See how customer personas are builtSpread too thinSix channels each get a fraction of the attention they need.
The same post everywhereOne message is copied across channels that work in different ways.
Channels without a jobFollowers are gained but never routed to a next step.
Channels a plan can cover
Six kinds of channel, each prepared elsewhere in Mengo.
Channel planning decides which of these a campaign uses. The content for each one is developed in its own part of the platform.
Search
Search-focused content planned around the keywords your buyers use.
ExploreSocial media
Posts shaped for the platforms where your audience spends time.
ExploreEmail and newsletters
Regular updates for people who already asked to hear from you.
ExploreShort, direct messages for audiences who prefer chat.
ExplorePaid advertising
Paid reach with planned audiences, messaging and creative.
ExplorePrint and PR
Offline material and press activity that carry the same message.
ExploreGive every channel a job
Each channel is assigned to a stage of the buyer’s journey.
A channel that knows its job is easier to judge and easier to keep running.
Awareness
Channels that put the problem and the brand in front of people who have not heard of you yet.
Consideration
Channels that keep interested people engaged while they compare options.
Conversion
Channels that carry a specific offer and a clear next step to people ready to decide.
How it works
Three steps to a channel plan you can sustain.
A simple sequence for planning channels in Mengo.
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Start from the audience
Choose the ICP or persona the campaign targets and note where they already are.
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Pick fewer channels
Keep the channels you can run consistently, and give each one a stage.
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Set the cadence
Put each channel’s activity on the marketing calendar so it keeps running.
Where it fits
The bridge between the audience and the calendar.
Once the channels are chosen, these capabilities schedule them, extend them and track what ran.
Questions founders ask
Who it is for, and what it replaces.
From the Mengo FAQ bank.
Is Mengo built for a solo founder, or does it need a marketing team to manage it?
Mengo is built specifically for solo founders who have no marketing team. Every feature is optimised for a business builder who is also managing operations, not for an enterprise team with a dedicated marketing department.
You do not need a marketing co-founder or an agency to make it work.
How does Mengo replace outsourcing to an agency or hiring a marketing co-founder?
Mengo does what they would otherwise do (planning campaigns, generating leads, nurturing prospects and driving conversions) as a continuous automated system rather than as a service that needs briefings, handoffs and ongoing management from your side.
An agency requires you to brief, approve and coordinate; a marketing co-founder requires a salary and still depends on your attention.
Performance marketing & campaigns
More in the campaign module.
Channel planning is one of six capabilities for organising marketing activity. Open the one you need next.
Find the channels worth your hours.
Tell us who you sell to and which channels you are trying to keep up with. We will show you how Mengo plans channels from your stored customer profiles and gives each one a job.
- Fewer channels, run consistently
- Every channel linked to a next step
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.