Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson | Ep. 282 – WRONG! 5 Tactics That DON'T Work Anymore ➕ Stop LYING 💉 Just Admit You Got Work Done!
Host: Jay Schwedelson
Presented By: Marigold
Release Date: February 28, 2025
In Episode 282 of "Do This, NOT That!" hosted by Jay Schwedelson and presented by Marigold, listeners are guided through a critical examination of five obsolete marketing tactics that no longer yield effective results. Jay emphasizes the importance of evolving marketing strategies in a rapidly changing digital landscape, urging marketers to abandon outdated practices and embrace innovative approaches.
1. Outdated Tactic #1: Instagram Carousel Tips
Overview:
Jay begins by addressing the declining effectiveness of Instagram carousel posts that offer sequential tips, such as health advice or business insights. Historically popular, these multi-page carousels are experiencing a significant drop in engagement.
Key Points:
- Engagement Decline: There's been a 40% reduction in engagement for carousel tips over the past six months.
- Algorithm Preferences: Instagram's algorithm now favors reels and video content over static carousel posts.
- Recommendation: Marketers should shift their focus to creating engaging video content to align with platform trends.
Notable Quote:
"The algorithm doesn't care about this form of carousel tips anymore. We've actually seen a 40% drop in engagement in the last six months."
— Jay Schwedelson [02:15]
2. Outdated Tactic #2: Requiring Corporate Email Addresses on Forms
Overview:
Jay critiques the common practice of mandating corporate email addresses for lead generation forms. He highlights the diminishing returns and preference shifts among users.
Key Points:
- Decreasing Requirements: Analysis of 500 websites revealed a 20% reduction in the requirement for business email domains over the past year.
- User Control: Modern consumers prefer having control over which email address they provide, including personal or throwaway addresses.
- Value in Personal Emails: Personal email addresses offer better opportunities for social retargeting, especially on platforms like LinkedIn, which rely on personal emails.
- C-Level Preferences: High-level executives often favor using their personal emails over corporate ones for downloading content.
Notable Quote:
"Stop telling people what to do. The world that we're in is that people want to be in control."
— Jay Schwedelson [06:30]
3. Outdated Tactic #3: First Name Personalization in Email Subject Lines
Overview:
Jay discusses the decline in effectiveness of using recipients' first names in email subject lines, a personalization tactic that once boosted open rates.
Key Points:
- Negative Impact: Recent data from GetResponse Shared indicates that including first names in subject lines now depresses open rates.
- Overuse Fatigue: Recipients have grown tired of this personalization, perceiving it as insincere or spammy.
- Shift in Best Practices: Marketers must explore alternative personalization methods that resonate more authentically with audiences.
Notable Quote:
"First name in the subject line as a form of personalization actually depresses open rates."
— Jay Schwedelson [10:45]
4. Outdated Tactic #4: Cold Email Outreach
Overview:
Jay condemns the reliance on cold email strategies, such as purchasing email lists or using unsolicited outreach tools, citing their detrimental effects on brand reputation and lead quality.
Key Points:
- Brand Damage: Cold emailing can harm a brand's reputation and trustworthiness.
- Poor Lead Quality: Leads generated from cold emails are often unqualified and uninterested.
- Deceptive Practices: Tactics like using "Re:" in subject lines to trick recipients into opening emails are both unethical and ineffective.
- Alternative Strategies: Emphasizes the importance of inbound marketing and building relationships organically.
Notable Quote:
"Cold email as your total strategy is a fail. And it's a relic from the past."
— Jay Schwedelson [14:20]
5. Outdated Tactic #5: Limiting Social Media Posting Frequency
Overview:
Jay challenges the misconception that brands should limit themselves to posting only once per day on social media. He presents evidence that increased posting frequency can be beneficial when content quality remains high.
Key Points:
- Testing Results: Multiple tests show that posting two to three times a day can enhance engagement if the content is strong.
- Timing Strategy: Maintaining at least a three-hour interval between posts helps prevent audience fatigue and maximizes visibility.
- Content Quality: The success of multiple daily posts hinges on delivering valuable and compelling content consistently.
Notable Quote:
"If you have good content, you absolutely should be posting twice a day."
— Jay Schwedelson [18:10]
6. Emphasizing Honesty and Transparency in Marketing
Overview:
Transitioning from obsolete tactics, Jay shares a personal story to illustrate the importance of authenticity and transparency in both personal interactions and marketing practices.
Key Points:
- Personal Anecdote: Jay recounts an experience where he confronted friends about noticeable personal changes, highlighting society's reluctance to discuss personal enhancements openly.
- Call for Authenticity: He advocates for honesty in marketing communications, encouraging brands to be upfront about their methods and offerings.
- Cultural Impact: Jay underscores how societal pressures and the facade perpetuated by celebrities can lead to a lack of genuine connections and trust.
Notable Quote:
"Why can't we all just tell each other what we're doing? Enough of this facade."
— Jay Schwedelson [22:05]
Conclusion and Insights
Throughout Episode 282, Jay Schwedelson effectively dismantles five outdated marketing tactics, providing evidence-based reasons for their decline and offering actionable alternatives. His emphasis on adapting to changing algorithms, respecting user preferences, prioritizing authentic engagement, and maintaining high-quality content underscores the necessity for marketers to stay agile and informed. Additionally, Jay's personal reflections on honesty reinforce the broader theme of integrity in marketing practices.
As the digital marketing landscape continues to evolve, this episode serves as a crucial reminder for marketers to continuously evaluate and refine their strategies, ensuring they align with current trends and consumer behaviors.
Note: This summary excludes promotional segments, advertisements, and non-content discussions to focus solely on the valuable insights shared by Jay Schwedelson regarding obsolete marketing tactics and the push for authenticity in the industry.