Everyone makes mistakes at work, but marketers tend to make them a little more publicly than most. While these mistakes can be embarrassing, they’re definitely not the end of the world. The key is to be transparent when you do mess up. You don’t have to call attention to tiny mistakes, but ignoring significant or offensive mix-ups will only make the problem worse.
Let’s take a look at three common mistakes digital marketers make and how to deal with them.
Mistake #1: You posted from the wrong social media account.
We’ve all seen the aftermath of an employee accidentally posting from a corporate social media account instead of their own. Innocuous posts (e.g., “Can’t wait to visit my sister in New York this weekend!”) can be corrected by deleting them and apologizing to anyone who brought the error to your attention. Sometimes, though, accidental posts are not so easy to rectify. If an employee posts something racy from a business account, the backlash can be (deservedly) harsh. In the rare event that this happens, make a sincere public apology — none of that “sorry if you felt offended” nonsense.
To avoid this altogether, it’s best not to log in to corporate accounts on your personal devices. Social media management tools like Salesforce Social Studio and Hootsuite also allow users to set up approval processes, so multiple employees can approve a post before it goes live.
Mistake #2: Your automation is showing.
We (obviously) love marketing automation here at Pardot. It helps personalize the marketing experience, from drip campaigns to dynamic content. But every once in a while, human error sneaks in and makes automation look, well, impersonal. For example, you may have mistyped a variable tag and sent an email greeting the recipients as %%first name%%.
The secret? Don’t stress too much. People expect companies to automate certain aspects of their marketing. Just own up to your mistake, apologize, and move on.
Mistake #3: You made a
sily silly typo.
While typos can be embarrassing, sometimes it’s better not to call attention to them. If you catch a misspelled word in a Tweet you just posted, it’s quick and easy to repost a corrected version. However, if you realize too late that there’s a grammar error in the newsletter you sent to your entire database, there’s no use in sending an email to correct it. Most people probably didn’t notice the mistake, and even if they did, they don’t want to get an email from your business just to correct some misplaced punctuation marks.
Of course, the major exception to this rule is when a typo makes your message unclear. If you send an email saying your upcoming webinar is on Thursday the 17th when the 17th actually falls on a Friday, that’s definitely worth a follow-up email to clarify.
If you made a mistake we didn’t cover here or are looking for more tips for saying sorry, check out the following resources:
How to Send a Tasteful Apology Email from WhatCounts
5 Ways to Respond to Email Mistakes from Salesforce Marketing Cloud
Have you ever made one of these marketing blunders? How did you handle it? We’re looking forward to hearing your stories and suggestions in the comments.