Podcast Summary: Ep. 242 - "JANUARY will be ROUGH for Marketing!🤕Annnnd People are GROSS!🤢Jay’s SCOOP"

Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
Host: Jay Schwedelson
Release Date: December 20, 2024

Introduction: Navigating January's Marketing Challenges

In Episode 242 of Do This, NOT That, host Jay Schwedelson delves into the often tumultuous start of the year for marketers. Titled "JANUARY will be ROUGH for Marketing!🤕Annnnd People are GROSS!🤢Jay’s SCOOP," the episode provides a comprehensive analysis of why January poses significant challenges for both business and consumer marketers and offers actionable strategies to mitigate these hurdles.

Understanding the January Slump

Initial Struggles in Early January (00:40 - 05:00)

Jay opens the discussion by highlighting the universally observed decline in marketing performance during the first few weeks of January. He explains that this downturn affects both business-to-business (B2B) and business-to-consumer (B2C) marketers alike.

• Financial Constraints: "Number one, you have no money left. You bought all the holiday gifts. You're not in the market to buy more stuff." (01:15)

• Post-Holiday Disengagement: Consumers and businesses alike are recovering from the holiday season's financial and emotional toll, leading to reduced engagement and receptiveness to marketing efforts.

Data Insights on January Performance (05:00 - 07:30)

Jay presents compelling data illustrating the decline in marketing effectiveness during early January:

• Email Click-Through Rates: According to SubjectLine.com, email click-through rates are 30% higher for consumer marketers and 40% higher for B2B marketers in the second half of January compared to the first half. (03:50)

• Unsubscribe Rates: Unsubscribes spike by over 40% during the initial weeks, as consumers and businesses purge themselves of post-holiday clutter and disengage from marketing communications. (04:30)

Jay emphasizes that these statistics are not indicative of a marketer's incompetence but rather a natural response from the audience during this period.

Root Causes of January's Marketing Challenges

Consumer Behavior Post-Holidays (07:30 - 10:00)

Jay explores the psychological and behavioral factors contributing to the January slump:

• Financial Exhaustion: After the holiday spending spree, consumers are less inclined to make additional purchases.

• Emotional Reset: The end of the festive season often leaves individuals seeking to organize and reset, making them less receptive to traditional marketing messages.

Business Mindset Transition (10:00 - 12:30)

On the B2B front, businesses are typically in a phase of planning and strategizing for the new year rather than making immediate purchases or changes, leading to subdued marketing interactions.

Strategic Approaches to Enhance January Marketing

Embracing List and Checklist Content (12:30 - 20:00)

Jay introduces a highly effective strategy to counteract January's marketing woes: focusing on list and checklist content. This content type resonates well with the audience's need for organization and planning at the start of the year.

• Increased Engagement: Jay cites World Data Research, noting that list and checklist content garners over 50% higher engagement on social media and 60% higher email click-through rates in January. (14:20)

Business-Marketing Content Ideas:

1. Start Fresh Bundles: Curate exclusive January packages that help customers reset for the year.

2. Tech Stack Optimization Checklist for 2025: Offer checklists that assist businesses in refining their technological tools.

3. Repurposing Content Checklist: Provide guides on maximizing existing content effectively.

4. 12 Metrics to Watch Closely in 2025: Highlight essential performance indicators for the new year. (16:10)

Consumer-Marketing Content Ideas:

1. 12 Mindful Practices to Start the Year Out: Appeal to consumers aiming for personal development.

2. Morning Routine Checklist for a Healthier You: Cater to those seeking to establish healthier habits.

3. Declutter and Organize Your Checklist: Target individuals looking to streamline their living spaces. (17:45)

Jay underscores the importance of aligning content with the audience's mindset during January, emphasizing that providing valuable, actionable lists and checklists can significantly boost engagement and effectiveness.

Managing Expectations and Adapting Strategies

Adjusting Marketing Tactics (20:00 - 25:00)

Jay advises marketers to recalibrate their expectations and strategies during the initial weeks of January. Recognizing the dip in engagement allows marketers to adjust their campaigns accordingly, focusing on content that aligns with the audience's current needs and mindset.

• Patience is Key: "If you are trying to come out of the gate strong... and you're seeing really, really bad performance. It's okay." (02:50)

• Content Alignment: Tailoring content to the audience's desire for organization and planning can turn a challenging period into an opportunity for growth and engagement.

Tools and Recommendations (25:00 - 28:00)

Jay briefly touches upon tools that can aid marketers in optimizing their campaigns during this period. He highlights Marigold, a relationship marketing platform that facilitates customer acquisition and loyalty through effective email marketing solutions.

• Loyalty Marketing Guide: Jay promotes a free loyalty marketing guide available through Marigold, emphasizing the growing importance of loyalty programs in driving engagement. (26:15)

Conclusion: Turning January Challenges into Opportunities

In wrapping up the episode, Jay reiterates that while January presents unique challenges for marketers, understanding and adapting to the audience's mindset can transform potential setbacks into opportunities for meaningful engagement. By leveraging list and checklist content tailored to the start-of-year mentality, marketers can navigate the January slump effectively and set the stage for a successful year ahead.

Notable Quotes:

• "You need to manage your expectations for the marketing you're putting out there... because the first few weeks of January stink for marketing." (00:40)

• "List and checklist content allows us to organize how we are thinking." (12:30)

Additional Resources Mentioned:

• Marigold: A relationship marketing platform designed to help businesses acquire new customers and build loyalty. Visit Marigold

• CertifiedGuru.com: Offers a free email certification program. Check it out

• Eventtastic.com: The world's largest free virtual event platform focusing on all things events. Explore Eventtastic

For marketers looking to thrive despite January's challenges, Jay Schwedelson's insights provide a roadmap to harnessing audience behavior and optimizing content strategies for maximum engagement and success.