Although advances in marketing technology make things easier, marketers continue to face an uphill battle on their path to find a one-size-fits-all business model. The challenge? Too many options and finding the ones which suit your target audience. Because of this, the marketing industry continues to ride a wave of ups and downs as we transition into 2017.

As Anita Breatern states in her article for CMS wire, “…no one has it all figured out.” And in a results driven industry, this “fake it ‘til you make it” philosophy can be a difficult reality to face. Constant competition keeps most marketers motivated to reach new heights, but it can also bring a level of stress is challenging to any business. To truly succeed within such a fast paced industry, the perfect balance needs to be struck.

Here, we’ll explore the steps necessary to overcome the next level of challenges marketers will face in 2017.

Managing Technology

Because, as this Forbes article addresses, the advances in the 21st century have led us to fast implementation of new products, standard workplace procedures can get left behind and actually complicate routine business practices. This is a common case when people are working separately towards a larger goal and using separate technology to do so.

How to fix it: Make sure each everyone in your business is educated on the different applications used to run your operation. When a new process is adopted or a new platform is introduced, it’s important that everyone is on the same page and able to work together to make sense of the end goal.

The Difficulties of Gathering Prospects

Consumer-protective technology is getting smarter, which is great for consumers and terrible for marketers. Targeting lists of prospective buyers gets harder and harder within a large and noisy market.

How to fix it: By focusing on targeted content and staying away from click-baity sales pitches, you can gain the trust of the right consumer or business partner. Utilizing call-to-action (or CTA) platforms within your strategically targeted content will show you who’s really interested in engaging and help you to make a solid list of warm leads. This is also the reason List Building is key – you build a loyal customer base by offering value. Cowboy tactics to cheat your way to audiences will only get your website or ads banned by the likes of Google, Facebook and YouTube.

Engaging the Customer

Although mastering the art of acquiring new business is vital to a marketers success, it’s important that the customers you do have remain engaged. Many businesses overlook this step, which is a big mistake. On the flip side, ensuring that all customers who engage in your platform are having similar experiences can become difficult through a single interface because different people have vastly different needs.

How to fix it: Ensuring long term customer loyalty will not only keep your revenue steady and reduce your ad spend, but this will also showcase and build valuable customer-service-oriented relationships with those who interact with your business. If you find yourself having high customer turnover, it’s a clear sign you need to work on this side of things.

Measuring Success

Because most marketers mix-and-match the technology and techniques they use, and because there are so many factors to measure success by, finding out how you fare against the competition can be difficult.

How to fix it: It’s important to map out how all of your technology and results relate to each other. By setting goals for each platform used to measure your success metrics, you’ll be able to compare results each month or quarter and make sense of your progress.

While achievements in the marketing industry can be measured in varying ways, sticking to the guidelines set above will ensure that your business is on the right track in finding the technology and direction best suited for your audience and your continued success.