Start from the audience, not the platform
The question is not “should I be on this platform” but “where does the person I want to reach already pay attention”. Those are different questions with different answers.
Count your realistic hours
Add up the time you can genuinely give marketing each week. Then divide it across the channels you are considering. If any channel gets less than an hour, it will not work.
Prefer channels you own
Email lists and your own website are not subject to algorithm changes. Social platforms are useful for reach; owned channels are where the relationship lives.
Give a channel a fair run
A channel needs a defined period and a consistent effort before you can judge it. Three months of steady activity tells you more than six weeks of enthusiasm.
Review, then drop something
Adding a channel usually means removing one. Deciding what to stop is part of choosing.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.