Continuous testing is key to getting traction . When you're starting out testing a traction channel, pick one channel strategy to pursue. For example.... Offline Ads. Billboards. Newspaper/Magazines. Transit Ads. With limited resources, it is almost impossible to optimize multiple channel strategies at once. If you spend $250 on AdWords you'll get a rough idea of how well the search engine marketing channel works for you. You should be continuously testing your chosen channel strategy in an effort to increase its effectiveness. Making A/B testing a habit (even if you run just one test a week) will improve your efficiency in a traction channel by 2 or 3 times. There are many online tools that will help you complete this testing online. Optimizely. Visual Website Optimizer. Unbounce. The law of shitty click throughs is to discover the next untapped market category. A company that leverages a newer platform that's growing quickly will have a significant advantage. Once you have selected your core channel, consider the other 18 channels as efforts to feed into that channel. Content marketing, paid ads or guest blogs. Speaking engagements, social media ads or partnerships. Do not start testing until your tracking/reporting system has been implemented. Can be as simple as a spreadsheet. Customers available, conversion rate, cost to acquire, lifetime value. or as complex as an online data analytics tool. Clicky, Chartbeat. and each test you run should have a point. To validate or invalidate specific assumptions you make ahead of time. If there is no reasonable chance that you will be able to move the needle within your budget of a particular traction channel, there is no need to test it.