Start with economics, not channels
Most marketing plans fail because they begin with tactics. Before choosing a channel, establish what a customer is worth, what margin you retain and how long the sales cycle takes. Those three numbers determine what you can afford to pay for a lead.
Once acquisition economics are clear, channel selection becomes a commercial decision rather than a matter of preference.
Choose fewer channels and commit properly
Spreading a modest budget across six platforms usually produces six underperforming campaigns. A focused programme on one or two channels, funded well enough to gather meaningful data, almost always outperforms it.
Define measurement before you spend
Conversion tracking, call tracking and CRM integration should be configured before campaigns launch. Data collected retrospectively is rarely trustworthy, and decisions made on inaccurate data are worse than no decisions at all.