As the saying goes, we all make mistakes. But when the marketing department makes a mistake, it can have a dramatic effect on your audience’s perception of your company. Fortunately, mistakes don’t have to damage your reputation if they are handled quickly and correctly.
Here are four tips for handling the occasional marketing slip-up:
- Acknowledge the mistake and move on. Perhaps there was a typo on your latest email. Or maybe your brochure was produced with incorrect pricing. As every marketer knows, as soon as something is sent out to the masses, a mistake will be caught. If the error is as simple as a typo, correct it where possible and decide whether you really need to call attention to it. If the problem is something that will affect the customer, such as a broken link, incorrect figure or, worse yet, false advertising, issue an apology and make things right with your audience.
- View it as an opportunity instead of a problem. Nobody wants to make mistakes, but when they happen, it can be an opportunity to build relationships with your target audience. Perhaps the “oops” email will catch their attention when the first didn’t. Or maybe the offer of a discount will motivate prospects to become new customers. Either way, how you handle the error makes all the difference.
- Have a plan in place. Rather than panicking when the inevitable mistake is caught, put a plan into place to address issues when they happen. This will help marketing teams act quickly and calmly when trouble arises. Taking personal responsibility is key. Model transparency. Start by making a list of all potential issues and determine which ones warrant action. For example, spelling mistakes or an incorrect image may not require a correction. Create a plan to handle more serious mistakes and determine appropriate response times. Prepare an “oops” email template to have on-hand just in case.
- Learn from your mistake. In the process of learning a new technology or trying a new method, errors will be made as part of the learning curve. Rather than shrugging off the problem, find ways to proactively prevent the mistake from happening again.
Many marketers acknowledge the sinking pit in their stomach before hitting “send” or “publish.” But the savviest of the bunch know that mistakes can be an opportunity to learn, improve systems and even build stronger relationships with their audiences. To learn more about how you can avoid making common marketing mistakes, contact Trade Press Services today.