Let’s face it—communicating with customers and prospects is exhausting. Between the website updates, emails, all the social media channels, direct mail pieces, advertising, and phone calls, it’s almost impossible to keep up with all of the ways you’re expected to communicate.

As a result, many business owners and marketers are suffering from channel fatigue. There’s a shared sense that “we’re communicating in all of these ways, but nothing seems to be working.

So, what should you stop doing in 2018?

The truth is, there’s no single answer that works for everyone. It would be irresponsible of me to recommend one single tactic or channel.

2 Questions to Evaluate Which Channels You Should Quit

I always challenge business leaders to think about marketing channels through two lenses. Let’s dive into each of these:

1. What’s most effective?

It’s incredibly important for business leaders to know which marketing tactics and channels are most effective for driving business. Is it your emails? Your direct mail pieces? A downloadable eBook or infographic? Facebook or LinkedIn?

The good news is that technology and data have made it easier than ever for businesses to track which channels are most effective.

2. What is the easiest to execute?

Just because a particular channel is noted as being more effective doesn’t mean it’s easy to implement. Every business has limited time and resources dedicated to sales and marketing. The question then becomes a balancing act of combining the overall effectiveness with the level of difficulty.

When you evaluate both lenses together, you’re able to pick the low-hanging fruit—that is, the best opportunities to maximize the time, energy, and resources you’re investing on the things that are most effective.

The truth is that you can’t be everywhere. Knowing which channels are most effective will help you prioritize the channels that make the greatest impact on the bottom line. Knowing what is easiest to execute will also help you maximize the time, energy, and resources you spend engaging prospects and customers.