swan-gtm Channel Selection Guide
Five Primary Channel Categories
| Category | Channels | Description |
|---|---|---|
| Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks |
| Paid Search | Google, Microsoft | Advertising on search engines |
| Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites |
| Programmatic | Display, Digital Audio, Connected TV, Native | Advertising on the open internet |
| Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations |
Programmatic Breakdown
- Display: Banner ads on websites (most familiar form)
- Digital Audio: Spotify, Pandora, iHeartRadio ads
- Connected TV (CTV): Ads on streaming services like Hulu
- Native: Similar to display but with native ad placements that blend with content
Four Key Criteria for Choosing a Channel
| Criteria | Description |
|---|---|
| Targeting options | Can you reach your ICP based on available targeting options? |
| Media cost | How much does it cost per click and per 1,000 impressions? (CPC & CPM) |
| Reach | How large is your audience size with your available targeting options? |
| Policy | Does this platform allow your industry to serve ads without restriction? |
Pro Tip
Run a test campaign for $100 on channels you're seriously considering to get real average CPC & CPM.
Recommended Channels by Stage
| Stage | Channels |
|---|---|
| Create | YouTube, LinkedIn, Facebook, Display, Twitter |
| Capture | Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube |
| Accelerate/Activate | LinkedIn, Facebook, Display |
| Revive | LinkedIn, Facebook |
| Expand | LinkedIn, Facebook |
These are recommendations to use as inspiration, not as restrictions. Your specific situation may warrant different channel choices.
Fictional Examples
Product Hero Channel Selection
- Create (Problem Aware): LinkedIn - job title targeting for Product Managers, excluding existing customers and website visitors
- Capture (Solution Aware): Google Ads + Microsoft Ads - non-brand keywords (product roadmap planning), competitive campaigns (bidding on competitor names)
- Capture (Product Aware): LinkedIn + Facebook remarketing - staying top of mind with product managers who've visited the site
Sales Hero Channel Selection
- Create (Problem Aware): LinkedIn + Display - targeting top 50 accounts (account-based approach)
- Capture (Product Aware): LinkedIn remarketing - getting in front of key accounts
- Accelerate (Offer Aware): LinkedIn - targeting open opportunities at key accounts
By Ivan Falco - Frontal