← Do This, NOT That: Marketing Tips with Jay Schwedelson
Do This, NOT That: Marketing Tips with Jay Schwedelson
SPECIAL SERIES ==> 🚨 NEW: LinkedIn Feature That is Game Changer for Webinars & Events ➕ NEW Instagram Must-Know Metric! <== | BATHROOM Break #106 COLLAB: The Marketing Millennials + Do This, Not That
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- [00:00]
A
Foreign.
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B
Welcome to a new special series called the Bathroom break. 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.
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A
This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson 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 topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.
- [00:40]
B
We are back with another Bathroom Break. I'm here with the Jay Schwarrelson and I have a serious question for you. Because I want to know when the weather starts heating up, what are some, like, tactics you do during summer to make sure that you stay cool? You make sure you don't get too sunburned? What are some tactics? Because it's starting to get hot in Florida. If you didn't know that people. And I know, so I'm not trying to brag because it's also, this is like the bad weather time. So I want to know Jay's tactics for hot weather people.
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A
Well, so, so in my home, first of all, my wife being a dermatologist, the sun is like, are the evil empire that we're always fighting. So the amount I put, I have to put on sunscreen. And this has been the case for 22 years of my marriage, whether or not I'm going outside. Okay? So I wear sunscreen every day and especially in the summer. But I will tell you, we didn't talk about this before. My car, not a fancy car or anything like that, but the number one car feature that I look for in any car and I have it in my car, is when it could blow air conditioning up your butt. So I have, like, the seat. You know, a lot of people have seat warmers, but. But I have the seat thing where, like, you could click the button and it blows air up your butt.
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B
I don't know why that's a feature you like, but I'm not gonna ask.
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A
It's not just up your butt. It's your whole seat. But it is, it makes your whole. Makes your legs and your butt cool. Have you ever used it?
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B
No, because I don't have that feature and I don't look for that. I think the first time I've ever heard anybody look for that feature, the number one feature is blowing air out my. Oh, my goodness.
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A
I don't know what it's called, but it's air conditioning for my seat and I love it. So find that in your next car.
- [02:27]
B
This is some great tips we're giving, but there's some great tips we're giving as well. And I know you being the event guy, you are, and you put on a lot of events. There's a big change on LinkedIn. So you want to talk about what happened on LinkedIn recently?
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A
Yeah. So this week there was a big change on LinkedIn and a big change on Instagram. And Daniel's going to break down the Instagram one. But on LinkedIn, if anybody out there puts on any kind of event, you put on a big event, you put on a webinar, anything. Okay. Up until literally now, you would have to on LinkedIn, if you wanted to run a promo on LinkedIn, you would have to create an event page on LinkedIn and then drive people to an event page on LinkedIn and then try to pull out those registrations and then stick them into your webinar reg file outside of LinkedIn. The whole thing was so it was such a cluster. Finally, literally today it goes live May 6, but they announced it today. You are now going to be able to run off platform event ads without having an event page on LinkedIn. And if you don't know what any of this means, it's a big deal. Because you're using LinkedIn to drive webinar registrations or registrations for any kind of event. Being able to run off platform event specific ads on LinkedIn is something that frankly I've been waiting for for like two years. This is a game changer. It's going to bring down the cost for driving webinar registration. So that's a big change from LinkedIn this week. Daniel, what do you got on Instagram?
- [03:50]
B
So Instagram basically did two things. They put Share and Skip Rate front and center and they made it easy to see these metrics, but they also added a new metric which is Skip rate. Let's go the first part, the share feature. Instagram is prioritizing this. They want you to get your videos shared and sent to other people. So when someone's doing this, you, you have to optimize to get your videos shared in the dm, shared off platform, shared in Slack. So shareability is becoming a better thing. But I want to go to Skip Rate because this is a new feature. They added Skip Rate. And what this means, you need to audit your first two seconds, not even your first three seconds. So, like either the thumbnail, the text overlay, because people aren't interested in those first two seconds. So it's something that you're doing with text overlay or the first thumbnail. They don't care about it. So some ways you could do an audit, some things I could do, you could do is take your first two seconds or your script or image and say, act like a video social marketing expert. Audit this for Skip Rate. What could I change to add a better skip overlay or I mean a text overlay or the first two seconds to get someone to listen. And it could be my energy, it could be something else. But audit these first two seconds because it your skip rate is 70%, 80%. You could have a great video, but those first two seconds are flopping and nobody's seeing it. It's like we talk about all the time with subject lines and headlines on your blog. This is your headline for your video. So Skip Rate will tell you if you're doing that wrong.
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A
And you know something, Daniel, I learned from you that everybody should really think about is, you know, when LinkedIn announces, okay, we have these new off platform, you know, event ads you can run when Instagram rolls out, which they literally just did this week, that they're now able to show you in your metrics, you know, Skip Rate and some of these other metrics. What I learned from Daniel is that when the platforms announce this stuff, they double down on people that then try to do those things. So if you lean into the LinkedIn off platform events ads, if you really try to optimize for Skip Rate, the platforms are going to circulate your stuff that much more. Because when they are trying to get the word out there, they're trying to prioritize it, they're actually amplifying anything that is being focused on with the new stuff that they are pushing. So if the more you stay up to date with what the platforms are trying to put out there and then you, you jump on that, in that moment, you could ride the wave that these platforms are doing.
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B
I would also add like the events feature that they're adding. That means that it's signaling that a lot of people want to market events right now. And if you're early, you can get the cheaper CPM or the cheaper registration cost, but because you're early to the platform, because more and more people will catch on to that, you can do this and price will go up because you're competing against more people and they're not going to share like 50 events in your feed. So they wanted to share. So when you see a feature like this in ads or in organic, that means, like, more people are going to catch on. So do it early so you can be early in the. The trend, so you can be in. Get it at the cheaper cost or, like, views quicker.
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A
I want to ask you something stupid. Everything I asked you is stupid. So this is now your second summer in Florida. You pretty much only wear shorts. So, like, now, like, when the summer's coming around here, are you going to go to, like, a Speedo? Like, how much more comfortable can you get when it gets really hot out?
- [07:27]
B
No Speedo for me. I'm not European. No Speedos for me. But I do. That's the only problem with heat I say is, like, cold. You can layer on, like, what is like, the. But I do think, like, I'm. My indoor rate starts creeping up.
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A
How do you have a metric, my indoor rate?
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Well, I. The funniest thing ever. When I first met Ari, her Instagram buyer said, I love exploring the great indoors.
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A
That's amazing. You should actually have a percentage of time that you're indoors, like, over the summer, and you should, like, be tracking it.
- [08:05]
B
I swear, in summer, it's like an 80 to 90% clap. I. Yeah, I come indoors. I'm trying to get to air conditioning as fast as possible.
- [08:16]
A
You have a skip rate for outside.
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B
Exactly. If I see it's hot, like, humidity is 1, like, 2 percentage is higher than I want. The skip rate is very high for heat.
- [08:28]
A
Well, hopefully there's not a skip rate on this episode. There probably will be. Listen, everybody go and leave Daniel. Review the marking millennials, and if you're really bored, you could do it on do this, not that, and we'll see you at the next one. Daniel, come on, man. I gotta get back to work. Get out 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.
- [08:56]
B
He's finally out back from my bathroom break. This is Daniel. Go follow the Mark and Millennials podcast, but also tune into this series. It's once a week, the Bathroom Break. We talk about marketing 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.
- [09:19]
A
Later.