SPECIAL SERIES: ===> FAIL! UNDER UTILIZED Marketing Spots!🚽 <=== | BATHROOM Break #32 (COLLAB: The Marketing Millennials + Do This, Not That)

Summary

Podcast Summary: SPECIAL SERIES: ===> FAIL! UNDER UTILIZED Marketing Spots!🚽 <=== | BATHROOM Break #32 (COLLAB: The Marketing Millennials + Do This, Not That)

Release Date: December 9, 2024
Hosts: Daniel Murray (The Marketing Millennials) and Jay Schwettelson (Do This, Not That Podcast)
Presented By: Marigold

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1. Introduction to the Bathroom Break Series

The episode kicks off with Daniel Murray humorously introducing the "Bathroom Break" series, a special collaboration between The Marketing Millennials and Do This, Not That podcast. Emphasizing the short, ten-minute format, Daniel quips:

• “That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both. But that's your choice.” [00:08]

Jay Schwettelson adds enthusiasm about the collaboration, setting the stage for a fun and informative discussion on underutilized marketing tactics.

2. Casual Chat: Spotify Wrapped and Music Tastes

Before delving into marketing strategies, the hosts engage in a light-hearted conversation about their Spotify Wrapped results, revealing their top artists for the year.

• Daniel Murray: “John Summit. He's a DJ.” [00:59]
• Jay Schwettelson: “I don't know who my number one was, but I was very embarrassed that like number three or number four was Cyndi Lauper, which is super weird. Girls just want to have fun and stuff. I don't understand how that happened, but it's true.” [01:31]
• Daniel Murray: “It's probably from your conference.” [01:43]

This segment not only humanizes the hosts but also lightens the mood before transitioning into the core topic.

3. Main Discussion: Underutilized Marketing Real Estate

The focal point of the episode centers on identifying and leveraging overlooked areas in marketing that can yield significant results. Both hosts share actionable insights backed by experience and testing.

a. Email Signatures

Daniel Murray emphasizes the untapped potential of email signatures as a marketing tool:

• “Your email signature is like one of the underused piece of real estate that people aren't thinking about right now.” [02:07]

He suggests incorporating calls-to-action (CTAs) such as event sign-ups, content downloads, or newsletters using specialized software to manage this space effectively.

b. PS Section in Emails

Jay Schwettelson highlights the impact of utilizing the PS section in emails to boost engagement:

• “When you add a PS to your emails and you include a link to whatever the offer is... it can increase your overall click-through rates by over 10%... People skim all the way to the bottom.” [02:55]

This simple addition can serve as a strategic spot for additional offers without altering the main content of the email.

c. Thank You Pages

Thank you pages are another goldmine for marketing opportunities. Jay elaborates:

• “They average over a 10% click-through rate from all of our testing because the person's in buying mode, they're in that mode that they like you.” [03:50]

He recommends using thank you pages not just for gratitude but as platforms for presenting additional offers or engaging content, capitalizing on the user's positive sentiment post-interaction.

d. Brand Touch Points

Daniel Murray underscores the importance of maintaining brand presence across various touchpoints:

• “That's also a brand touch point. So you need to show your brand on that page.” [04:10]

Whether it's a thank you page or a welcome email, consistently showcasing the brand helps in reinforcing identity and fostering loyalty.

e. First Welcome Email

The first email a subscriber receives should make a lasting impression. Daniel advises:

• “It shouldn’t be your throwaway email. It should be your best email that you've ever created.” [04:47]

This welcome email should offer valuable resources, highlight the brand's strengths, and set the tone for future communications.

f. Social Media Features: Instagram Highlights and LinkedIn Pinned Posts

Daniel and Jay discuss the strategic use of social media features to enhance brand visibility.

• Instagram Highlights:

  • Daniel: “Having highlights... or using pin posts as well... it's an easy way to use real estate and people.” [05:20]

• LinkedIn Pinned Posts:

  • Jay: “You could pin posts and really be very intentional about what those are.” [05:40]

By curating content in highlights or pinned posts, brands can guide visitors toward key messages or campaigns, effectively turning social media profiles into landing pages.

g. Voicemail Messages as Marketing

An unconventional example shared by Jay illustrates creative use of available real estate:

• “She changed the recording on her voicemail... that's like the best use of real estate.” [05:50]

This anecdote demonstrates how even personal communication channels can be optimized for brand messaging or user reassurance.

4. Additional Tips and Insights

Further expanding on the theme, the hosts offer additional strategies:

• LinkedIn Away Messages:

  • Daniel: “Don't just put... you could put things like go check out this when I come back.” [06:10]

• Intentional Headline and Links:

  • Daniel: “If you're a founder or anybody like that be intentional of what your headline is and that link you're using on LinkedIn.” [06:25]

These insights stress the importance of intentionality in every piece of content shared, ensuring that all elements serve a strategic purpose.

5. Conclusion and Final Thoughts

The episode wraps up with light-hearted banter about music tastes, reflecting the hosts' friendly rapport. They encourage listeners to engage with their respective podcasts:

• Jay Schwettelson: “Everybody go listen to Daniel Murray's The Marketing Millennials podcast. Leave him a review.” [07:20]

• Daniel Murray: “Give us a shout on LinkedIn and tell us what you want to hear. Peace out.” [08:16]

Both hosts reiterate the value of leveraging every marketing opportunity, no matter how small, to drive engagement and growth.

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Key Takeaways

1. Maximize Email Signatures: Utilize this often-overlooked space for CTAs and promotional content.
2. Incorporate PS Sections: A simple PS can significantly boost click-through rates.
3. Optimize Thank You Pages: Use post-interaction moments to present additional offers and reinforce brand messaging.
4. Enhance Welcome Emails: Make the first impression count with valuable and well-crafted content.
5. Leverage Social Media Features: Features like Instagram Highlights and LinkedIn pinned posts can serve as strategic landing pages.
6. Innovative Use of Communication Channels: Even voicemail messages can be optimized for marketing purposes.
7. Intentional Content Curation: Every piece of content, from headlines to links, should serve a strategic marketing objective.

This episode of "Do This, NOT That!" provides actionable insights into underutilized marketing real estate, encouraging marketers to think creatively and maximize every available opportunity to engage their audience and enhance their brand presence.

Transcript

[Daniel Murray]

Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marking tips or use the bathroom or both. But I don't recommend both. But that's your choice.

[Jay Schwettelson]

This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwettelson from the do this, not that podcast and subjectline.com each episode in the series, we are going to go over quick tips about different marketing top. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for the Bathroom Break. This is Jay Schwettelson. I'm here with the marketing millennial, Daniel Murray. And today we're going to be talking about some really cool under the radar marketing tactics. But before we do, Daniel, Spotify Wrapped came out and I'm curious, what was your number one artist that you listened to this year?

[Daniel Murray]

John Summit. He's in a dj.

[Jay Schwettelson]

Who's that?

[Daniel Murray]

I knew you were going to say that. So, John Summit, I saw him at when I was in Miami at the beginning of the year and I didn't know who he was and I just loved his music, so I just kept listening. But Taylor Swift was number two.

[Jay Schwettelson]

So look at you. And by the way, everyone, you can't see it, but he's wearing a friendship bracelet right now.

[Daniel Murray]

Yeah, it says, it says Jay on that.

[Jay Schwettelson]

It says bathroom on it.

[Daniel Murray]

Yeah. What is, what is yours?

[Jay Schwettelson]

I don't know who my number one was, but I was very embarrassed that like number three or number four was Cyndi Lauper, which is super weird. Girls just want to have fun and stuff. I don't understand how that happened, but it's true.

[Daniel Murray]

It's probably from your conference.

[Jay Schwettelson]

My, my 80s conference, possibly. All right, let's get into the topic of the day because this is ridiculous. Today we're talking about valuable real estate in your marketing that you're completely missing out on. You're not thinking about and it can be a game changer. So, Daniel, why don't you start off, start us off with some valuable real estate. We're not thinking about one.

[Daniel Murray]

I used to tell my company all the time that we should do this is the email signature of all your employees at the company because it's. You can, there are softwares out there that can help you with this. But making sign up for your event or we're having web or download this piece of content or something in there that with all the emails your org is Sending out on a daily basis, the underused and also for your email signature, when you're sending out a newsletter or anything like that, it's so underrated if you're not using that real estate that is just free that you're sending out to all these people. So your email signature is like one of the underused piece of real estate that people aren't thinking about right now.

[Jay Schwettelson]

It's so true because the people that are seeing your email signature are your spot on contacts. They're your clients, they're the ones who are going to engage the most. So I'll give you two quick ones. Adding a PS section to your emails is a no brainer. When you add a PS to your emails and you include a link to whatever the offer is, could be a consumer offer, could be a business offer, like a guide, it actually will increase your overall click through rates by over 10% which may not sound like a lot, but it costs you nothing. And that's the way people read email. They skim all the way to the bottom. So having a PS is really valuable. And another one is the thank you pages for whatever you're doing. Somebody just bought something from you take them to a page that says thank you. Somebody just downloaded a guide. You take them to a page that says thank you. They register for a webinar. You take them to a page that says thank you offers on thank you pages for additional offers. They actually average over a 10% click through rate from all of our testing because the person's in buying mode, they're in that mode that they like you. So if you're not taking advantage of that thank you page, real estate, you're leaving some of those valuable real estate that you have in the marketing world. What else you got?

[Daniel Murray]

I would also add on to that as people need to think about. That's also a brand touch point. So you need to show your brand on that page. It's not just thank you for contacting us. You gotta have something that shows your brand out. That and like something that I think is so underrated that people aren't using is the first welcome email when someone's on your list. It shouldn't be a throwaway email. It should be your best email that you've ever created. Is that first email your welcome email? When someone enters your list, you give them resources. You, you show your your writing, you show your brand. It's your way to just show off as a brand and keep people on your list. The second thing I would add is adding highlights on your Instagram or using pin post as well. There's two things of that. What I would do is have like our story or our featured products or it's an easy way to use real estate and people. Also, when you're doing paid advertising, you need to think of your Instagram as a landing page. And if someone's coming to your Instagram and seeing that, if you're running meta ads, it needs to have things to tell who you are and your story. So having those highlights or the pen pros of the founder story or the founding story, or things that show off your brand that people can easily know who you are are such underrated real estate and marketing right now.

[Jay Schwettelson]

I love the idea of really leveraging the pinned posts. I don't do that nearly enough. And you could do that on LinkedIn as well. You could pin posts and really be very intentional about what those are. So I'm going to mess around with that a lot. This is sort of like real estate, but it's not marketing real estate. But this is a great thing. I saw in the news, this woman was like somewhere where she was in trouble. It was like a hurricane or something. But she was safe and her phone battery was dying and she knew people were going to be calling her. So she went and she changed her voicemail to say, hey, everybody, if you're listening to this, I'm fine. My phone's about to die, but I'm fine, don't worry about me. She changed the recording on her voicemail, which I was like, dude, that's like the best use of real estate. So everyone could be like, oh, she's okay. Isn't that cool?

[Daniel Murray]

Yeah, I think I've heard that story. I think it's super smart because if someone's gonna call, call you, I think that, I mean, voicemail in general is a good way. And also there's ways to do things on LinkedIn like your away message if you're, if you're going on a trip or something. Like, don't just put. You could put things like go check out this where I come back. You could use away message on there or that Featured link on LinkedIn, people under it, use those two things. Like that link is so important because when you're posting on LinkedIn, the first thing people, your picture, what your job title is. So having a great headline and then that link of visit my website or subscribe to my newsletter. So that should be very intentional what you're using that link. And so if you're a founder or Anybody like that be intentional of what your headline is and that link you're using on LinkedIn.

[Jay Schwettelson]

All right, this great stuff. And speaking of being intentional, I'm going to be intentional and not listen to Cyndi Lauper going into next year. I'm going to step it up and I'm going to figure out whoever John Adams is or whatever weird guy.

[Daniel Murray]

But you know what was my fourth listen to song which is funny is Linger by the the Cranberries.

[Jay Schwettelson]

Cranberries.

[Daniel Murray]

Yeah.

[Jay Schwettelson]

What is wrong with you? Weirdest music taste of all time. I mean, mine's horrible. Yours is just weird. All right, we've covered a lot, as usual. Everybody go listen to Daniel Murray's the Marking Millennials podcast. Leave him a review. If you're really bored, check out do this, not that, and we'll see you on the next one. Daniel, come on, man. I got to get back to work. Of there. All right, while he's still in there, this is Jay. Check out my podcast, do this, not that, for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out.

[Daniel Murray]

Back from my bathroom break. This is Daniel. Go follow the Market Millennials podcast, but also tune into this series. It's once a week, the Bathroom Break. We talk about marking tips that we just spew out. And it could be anything from email, subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out.

[Jay Schwettelson]

Later.