Start with the customer, not the channel
Ask where your buyers already look for answers. The right channel is wherever that attention already exists, not wherever the newest tactic lives.
Match channel to sales cycle
Long, considered purchases suit search and content. Impulse and discovery purchases suit social. Community-driven trust purchases suit Reddit and forums.
Be honest about capacity
Every channel needs sustained input. Choosing two you can maintain beats choosing five you will abandon.
Review quarterly
Set a review point, look at the evidence, and be willing to stop something that is not working. Sunk cost is not a strategy.