The challenge of the startup company is to find the path that makes it viable. The tools out there are limitless. Founders start with social media. Then they add paid advertising. Then they are trying to discover new channels such as blogging, outreach, quora postings, direct sales etc.
The problem is that in order to try something new, sometimes entrepreneurs stop using channels already in use. The biggest problem is that in some cases they quit doing something that was working effectively.
If you find that something is working for your business do not pause it to try something else. Keep it until you are convinced that another channel is working better.
To do that just have down to earth targets for each channel you are using. If you hit the target keep the channel and add a new one on top.