Podcast Summary: "Negative Signals are KILLING Your Marketing Strategy | Bathroom Break #55 🚽"
Release Date: May 12, 2025
Hosts:
- Daniel Murray – Host of The Marketing Millennials
- Jay Schwedelson – Host of Do This, Not That Podcast and SubjectLine.com
Introduction
In the 55th episode of the Bathroom Break series, hosts Daniel Murray and Jay Schwedelson delve into the often-overlooked concept of "Negative Signals" in marketing. This episode serves as a crucial guide for marketers aiming to refine their strategies by avoiding pitfalls that can inadvertently harm their brand's reputation and effectiveness.
Understanding Negative Signals
Daniel Murray opens the discussion by defining "negative signals" as the inadvertent dissemination of subpar or irrelevant content that damages a brand's reputation and disconnects with its audience. He emphasizes that while marketing efforts are generally perceived as positive contributions, not all content or strategies yield favorable outcomes.
"Negative signal is when you're putting out below average, below par, not on brand, things that actually hurt your brand's reputation, your brand's expertise."
— Daniel Murray [02:16]
He further elaborates that consistent, high-quality content is beneficial, but consistently delivering mediocre content can alienate the audience and deter potential followers or customers.
Common Negative Signals in Marketing
Jay Schwedelson identifies several prevalent negative signals that marketers might unknowingly employ:
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Outdated Content:
- Example: Sending a "2025 Outlook" piece in May 2025, leading to irrelevance as the content becomes stale.
- Impact: Demonstrates a disconnect with current trends and can portray the brand as out of touch.
"If you're sending out 2025 outlook now as your content piece, you're an idiot... It's a negative signal on what you're doing."
— Jay Schwedelson [03:49] -
Trigger-Based Emails Without Audits:
- Issue: Automated emails triggered by outdated behaviors or unmonitored events, such as abandoned carts from a year ago.
- Impact: Creates confusion and frustration, indicating a lack of organization and attention to detail.
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Irrelevant Automated Communications:
- Sending emails or messages that do not align with the recipient's current interests or interactions with the brand.
-
Generic and Boring Content:
- Utilizing clickbait headlines that do not deliver on the promised value or relevance.
- Impact: Erodes trust and reduces engagement as the audience feels deceived or uninterested.
-
Long-Tail Content Mismanagement:
- Failing to maintain updated and relevant content for events like webinars or sales, leading to dead-ends when interested parties engage later.
"There's nothing here for you to see... you're not organized, you don't know what you're doing and that is a fail."
— Jay Schwedelson [04:55]
Tactics to Avoid Negative Signals
Daniel Murray and Jay Schwedelson provide actionable strategies to mitigate negative signals:
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Content Relevance and Timeliness:
- Regularly update content to ensure it remains pertinent to the current market and audience interests.
- Avoid recycling old content that may no longer resonate or provide value.
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Audit Automated Systems:
- Periodically review marketing automation workflows to ensure triggers are still relevant and functioning correctly.
- Remove or update outdated email sequences and automation triggers.
"Nobody really tracks in marketing... everybody thinks of LTV of a customer, but nobody thinks of LTV for an audience."
— Daniel Murray [03:20] -
Quality Over Quantity:
- Focus on delivering high-quality, inspired content rather than bombarding the audience with frequent but irrelevant messages.
- Ensuring each piece of communication adds value to the recipient increases engagement and loyalty.
"If you send a lot of irrelevant, uninspired, boring and doesn't your customers don't care because you can always send a lot of emails if they're relevant to your customer."
— Daniel Murray [05:00] -
Audience Segmentation:
- Target specific segments of the audience with tailored content to ensure relevance and resonance.
- Avoid a one-size-fits-all approach that may not address the diverse needs and interests within the audience.
-
Consistency in Messaging:
- Maintain a consistent brand voice and message across all channels to build trust and recognition.
- Avoid misleading headlines or promises that are not fulfilled by the actual content.
-
Focus on Core Channels:
- Instead of spreading efforts across numerous platforms, concentrate on mastering a few key channels to enhance overall effectiveness and brand strength.
"Focus is so important in marketing because we get so inundated of so many channels that if we just focus on a few channels and win on them, we actually win in the long run."
— Daniel Murray [06:00]
Real-World Examples and Insights
Jay Schwedelson shares practical scenarios and personal anecdotes to illustrate the detrimental effects of negative signals:
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Promotional Efforts Gone Awry:
- Reiterating outdated promotions or failing to update sale pages can leave interested customers frustrated.
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Viral Content Pitfalls:
- While going viral can increase visibility, it may also attract irrelevant followers who do not align with the brand's target audience, leading to decreased engagement.
"By the way, going viral doesn't do anything for you. I got all these people following me that are like, I have a donkey farm. I'm like, congratulations. What do I do with that?"
— Jay Schwedelson [09:31]
Daniel Murray adds that negative signals can also manifest in over-communication, where the frequency of messages overshadows their quality and relevance. He advocates for a balanced approach where communication is both consistent and meaningful.
Addressing Negative Signals in Personal Communication
In an engaging tangent, Jay Schwedelson and Daniel Murray briefly explore how the concept of negative signals extends beyond marketing into personal interactions, particularly in digital communication among younger generations.
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Double Texting and Messaging Etiquette:
- Repeated messaging can be perceived as intrusive or desperate, leading to negative perceptions.
- The nuances of digital communication require sensitivity to how and when to engage effectively.
"People like playing mind games now."
— Daniel Murray [08:26]
This discussion, while brief, underscores the universality of negative signals and the importance of mindful communication across all facets of interaction.
Conclusion and Takeaways
The episode concludes with a reinforcement of the importance of avoiding negative signals to maintain and enhance a brand's reputation and effectiveness in marketing. Daniel Murray encourages marketers to internally assess their strategies and content to ensure they surpass average standards and genuinely resonate with their audience.
"If it's not, then don't send that email. No. Or don't make that post."
— Daniel Murray [06:50]
Key Takeaways:
- Prioritize Quality and Relevance: Ensure all content and communications are valuable and timely.
- Regular Audits: Continually review and update marketing automation and content strategies to prevent outdated or irrelevant outputs.
- Audience-Centric Approach: Tailor content to specific audience segments to foster deeper connections and engagement.
- Consistency and Focus: Maintain a consistent brand voice and focus on mastering select marketing channels for long-term success.
- Mindful Communication: Apply the principles of avoiding negative signals not just in marketing but also in personal interactions to build positive relationships.
Final Remarks: Both hosts encourage listeners to engage with their respective platforms and share feedback. Daniel Murray invites the audience to join The Marketing Millennials community and stay tuned for more insightful discussions. Jay Schwedelson mentions the mixed outcomes of going viral, highlighting the importance of targeting the right audience over chasing fleeting popularity.
"Peace out."
— Daniel Murray [10:04]
This episode serves as a compelling reminder for marketers to critically evaluate their strategies and content, ensuring that every touchpoint with the audience adds value and strengthens the brand's position in the market.
Connect with the Hosts:
- Daniel Murray: Twitter | LinkedIn | Newsletter
- Jay Schwedelson: Do This, Not That Podcast | SubjectLine.com
Join the Conversation:
- LinkedIn: The Marketing Millennials
- Instagram: @the_marketing_millennials
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