Ghostly Whispers
CHANNEL STRATEGY FOR IDIOTS
Digital, Social, TV, Streaming, Events and more—here's a quick-and-dirty way to navigate it all without losing your shirt (or your mind).
THE BASICS
Anything that talks to your audience is a channel.
So you've arrived at a point in your campaign where you're comfortable with what you want to say. It's just a matter of saying it. Simple, right? Maybe not so much.

Now more than ever, we're bombarded with slick pitches from companies who claim to hold the keys to what you covet most: the captive attention of your audience. Many of these companies offer valuable services—and many others are trash.

How does one begin to sift through this kind of murkiness? Whelp, we're here to prime the shit out of ya with our quick-and-dirty guide.
«TV isn't dead. It's just really fucking expensive.»
Ghost
Verbal Strategist
BROADLY
Your verbal weapons come in three basic classes.
Paid
This one costs money. You work with an intermediary to gain access to an audience.

Examples:

  • TV commercials & sponsorships
  • Radio commercials & sponsorships
  • Print ads
  • Digital
  • Social --> promoted posts, display, & influencers
  • Search --> Search Engine Marketing—commonly called PPC (pay-per-click)
  • Display --> Commonly across a network of sites such as Google
Pros:
  • Control—over what's being said, how it looks, and the context in which it's experience
  • Immediacy—reach a lot of eyeballs in very little time
Cons:
  • It can be expensive (go figure)
Owned
It's your channel bud—do what you want! Except if it's Facebook, in which case do one of a very limited selection of things, and expect the organic reach of maybe 1% of your audience. Do we sound bitter? We're not bitter whaaaaaaaat....

Examples:

  • Fuckbook—errr... Facefuck—sorry.... *sigh* the one that's dissolving our society
  • LinkedIn
  • Instagram
  • Campaign pages
  • Blogs
  • YouTube channels
Pros:
  • Control—since this is your domain, you set the rules of engagement
  • Mostly free (though selective sponsorship can help a lot)
Cons:
  • Time—followings take a long time to build
  • Also control—if it's on a third party platform, they can change the rules at any time (with expensive consequences)
Earned
Congratulations—you've been noticed! Sometimes third parties throw you some free pub by reviewing you, or talking about you in the news.

Examples:

  • Google reviews
  • Yelp
  • Local news
  • Critics
Pros:
  • It's free!
  • It's authentic!
Cons:
  • It isn't always positive! Bad press and bad reviews have the power to take away, just as they giveth
REMEMBER
You're still talking to people.
Platforms are only as good as the content you put on 'em. So you can dump a bunch of money into a Superbowl ad if you like—but if it plays to the room like a stale fart, you've wasted your time.

Before you step up on your soap box—make sure you have something worth saying.



AND FINALLY
A word about budgets.
You might be priced out of a few of these channels from the start (I'm looking at you, TV). But don't let that get you down. One of the silver linings in this digital landscape of ours is that a great idea, hard work, and a shoestring budget do still have the power to move hearts and minds.

Don't beat yourself by worrying about costs. Sharpen your idea first—then see where you can execute. If all else fails, give us a ring ;)

At GhostCMO, we know how important it is to put your best verbal foot forward. From branding and positioning, to messaging and copywriting—we know what it takes to create powerful results for your business.

Let's talk about growing your brand. Visit our homepage to learn more.
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