distribution-engine

What this skill does

# Distribution Engine

> Construisez un système de distribution complet (posting, DM delivery, retargeting, tracking) qui transforme vos hooks en pipeline prévisible, basé sur la méthodologie A4 du Marketing Swarm de Lasse Flagstad.

## When to Use This Skill

- **Lancer une machine de contenu LinkedIn/X** - Cadence, review flow, posting engine
- **Automatiser les DMs après engagement** - Trigger → message → tag → booking
- **Installer le retargeting** - Email + Meta/IG pour ne jamais perdre un lead
- **Créer un dashboard simple** - Les 6 métriques qui comptent vraiment
- **Connecter hooks → pipeline** - Du commentaire au call booké

## Methodology Foundation

**Source**: Lasse Flagstad - A4 Distribution Engineer (Marketing Swarm, 2025)

**Core Principle**: "La distribution n'est pas un add-on. C'est le système nerveux de votre marketing. Sans wiring propre, même les meilleurs hooks meurent dans le vide."

**Why This Matters**: La plupart des créateurs produisent du contenu sans système de capture. Le Distribution Engine connecte chaque point de contact (post, comment, DM, email, ad) en un flux mesurable et optimisable.


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

1. **Structure le posting engine** - Qui poste, où, à quelle cadence, avec quel review flow
2. **Configure le DM delivery** - Triggers automatiques, messages, tags, routing
3. **Installe le retargeting** - Email 3-touch + Meta pixel pour les non-convertis
4. **Crée l'Event Map + UTMs** - Tracking créatif qui raconte une histoire
5. **Définit le Mini Dashboard** - Les 6 métriques quotidiennes essentielles

## How to Use

### Créer un système de distribution from scratch
```
Je lance du contenu sur LinkedIn mais je n'ai aucun système de capture. Aide-moi à construire mon distribution engine.
```

### Optimiser un système existant qui fuit
```
J'ai des posts qui performent mais je perds les leads entre le comment et le booking. Audite mon flow avec le skill distribution-engine.
```

### Installer le tracking et le dashboard
```
Je veux savoir exactement combien de leads passent de post → DM → call → close. Configure mon tracking.
```

## Instructions

### Step 1: Audit des outils existants

```
## Inventory Check

**Email/CRM:**
[ ] ESP: _____________ (ConvertKit, Mailchimp, Brevo, etc.)
[ ] CRM: _____________ (HubSpot, Pipedrive, Notion, etc.)

**Automation:**
[ ] DM Tool: _____________ (Phantombuster, Dripify, manuel)
[ ] Calendar: _____________ (Calendly, Cal.com, HubSpot)

**Tracking:**
[ ] Analytics: _____________ (GA4, Plausible, Fathom)
[ ] Meta Pixel: [ ] Installé [ ] Non
[ ] LinkedIn Insight Tag: [ ] Installé [ ] Non

**Content:**
[ ] Posting queue: _____________ (Buffer, Hypefury, manuel)
[ ] Link shortener: _____________ (Short.io, Bitly, none)

**Access this week:**
[ ] ESP [ ] Calendar [ ] DM tool [ ] Analytics [ ] Ad Manager
```

**Why each matters:**
- ESP → Nurture automation + deliverability
- CRM → Lead tracking + handoff to sales
- DM Tool → Speed of response après engagement
- Pixels → Retargeting des visiteurs non-convertis
- Calendar → Friction-free booking

---

### Step 2: Posting Engine Design

```
## Posting Engine v1

**Who posts:**
[ ] Founder only (personal brand)
[ ] Founder + team member (amplification)
[ ] Team via queue (scaled content)

**Platform priority:**
1. _____________ (primary - usually LinkedIn)
2. _____________ (secondary - X, newsletter, etc.)

**Cadence:**
- Primary: ___ posts/week
- Secondary: ___ posts/week
- Stories/ephemeral: ___ /week

**Review flow:**
[ ] Draft → Self-review → Post
[ ] Draft → Peer review → Schedule
[ ] AI draft → Human edit → Schedule

**Best slots (test these):**
- LinkedIn: Tue-Thu 7-9am, 12pm, 5-6pm local ICP time
- X: Varies by audience, test 4 slots

**Content mix (per 4 posts):**
- 1 Comment-magnet (engagement driver)
- 1 Proof/case study (credibility)
- 1 POV/insight (thought leadership)
- 1 Soft CTA (booking/lead magnet)
```

---

### Step 3: DM Delivery System

```
## DM Delivery Map

**Trigger → Message → Action**

1. **Comment with keyword** (e.g., "MAP", "GUIDE", "YES")
   → Auto-DM: "[Asset] + starter question"
   → Tag: lead_commented
   → Action: Add to nurture sequence

2. **Profile visit** (if tool allows)
   → Manual or auto DM: "Saw you checked us out..."
   → Tag: profile_visitor

3. **Post engagement** (like/repost without comment)
   → Soft DM after 24h: "Thanks for engaging..."
   → Tag: warm_lead

**DM Templates (3 tones):**

**Friendly:**
"Hey [name]! Saw your comment — here's the [asset] as promised.
Quick Q: What's your biggest challenge with [topic] right now?"

**Direct:**
"[Asset] link: [URL]
One question: Are you actively trying to fix [problem] or just researching?"

**Curious:**
"Sent! Curious — what made you comment on that post specifically?"

**Rules:**
- Respond within 2h during business hours
- Max 2 follow-ups if no reply
- Always end with a question (keeps thread alive)
- Tag everything for segmentation
```

---

### Step 4: Retargeting Setup

```
## Retargeting v1 (Never Lose a Lead)

**Layer 1: Email (3-touch minimum)**
- Touch 1: Value delivery (lead magnet, insight)
- Touch 2: Proof/case (social proof, numbers)
- Touch 3: Soft invite (booking, VSL)

**Layer 2: Meta/IG Retargeting**
- Audience: Website visitors 7-30 days
- Exclude: Already booked / customers
- Creative: 3 variants (proof, POV, invite)
- Budget: $5-20/day to start

**Layer 3: LinkedIn (optional)**
- Insight Tag on key pages (VSL, booking)
- Matched audience from email list
- Thought leader ads (boost organic posts)

**Pixel placement:**
- Homepage: awareness
- VSL/Sales page: intent
- Booking page: high intent
- Thank you page: conversion (exclude from retargeting)
```

---

### Step 5: Event Map + UTMs

```
## Event Naming (Creative, Not Generic)

**Standard events → Story-driven names:**
- page_view → entered_universe
- scroll_50 → reading_deep
- video_play → watching_proof
- cta_click → raised_hand
- form_start → committing
- form_complete → opted_in
- book_click → booking_intent
- booked_call → pipeline_added
- showed_up → serious_buyer
- closed_won → customer_born

**UTM Structure:**
```
?utm_source=[platform]
&utm_medium=[content_type]
&utm_campaign=[campaign_name]
&utm_content=[specific_post_id]
```

**Examples:**
- LinkedIn comment-magnet post:
  `?utm_source=linkedin&utm_medium=post&utm_campaign=lead_magnet_jan&utm_content=hook_v1`

- Email nurture touch 2:
  `?utm_source=email&utm_medium=nurture&utm_campaign=evergreen&utm_content=proof_email`

- Meta retargeting ad:
  `?utm_source=meta&utm_medium=retargeting&utm_campaign=vsl_push&utm_content=testimonial_ad`
```

---

### Step 6: Mini Dashboard (6 Metrics)

```
## Daily Dashboard

| Metric | Source | Target | Red Flag |
|--------|--------|--------|----------|
| **Impressions** | LinkedIn/X analytics | Trending up | -30% WoW |
| **Engagement Rate** | (likes+comments)/impressions | >3% | <1.5% |
| **DMs Sent** | DM tool or manual count | X/day | 0 for 2+ days |
| **Leads Captured** | CRM/ESP | X/week | <50% of target |
| **Calls Booked** | Calendar | X/week | <30% of leads |
| **Show Rate** | Calendar + CRM | >75% | <60% |

**Weekly Review Questions:**
1. Which post drove most DMs this week?
2. What's the comment → DM → book conversion?
3. Which retargeting creative is winning?
4. Where's the biggest drop-off in the funnel?

**Monthly Actions:**
- Prune dead automations
- Refresh retargeting audiences
- Test 1 unconventional distribution play
```

## Examples

### Example 1: Solopreneur LinkedIn → Coaching Calls

**Setup:**
- Posting: 4x/week (Tue, Wed, Thu, Sat)
- DM: Manual with templates, k