Bathroom Break #36: Get Into Consumer Mindset for 2025 (Daniel Hates NYE?)
Podcast: The Marketing Millennials
Hosts: Daniel Murray & Jay Schwetelson
Release Date: December 30, 2024
Series: SPECIAL SERIES: Get Into Consumer Mindset for 2025
Duration: Approximately 9 minutes
Introduction to the Bathroom Break Series
The episode kicks off with a light-hearted introduction to the “Bathroom Break” series, a collaborative effort between Daniel Murray from The Marketing Millennials and Jay Schwetelson from the "Do this, not that" podcast. The premise is simple: in each episode, they provide quick marketing tips on various top topics, perfect for those short breaks in the day.
Daniel Murray [00:00]: "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."
Jay Schwetelson [00:19]: "We are here for the Bathroom Break. It's Jay Schwedelson from Do this, not that Podcast. I'm here with Daniel Murray from the Marketing Millennials, the greatest podcast in the world."
New Year’s Mindset and Marketing Implications
The core discussion revolves around understanding the consumer and business mindsets at the beginning of the year—a critical period for marketers. Both hosts share their perspectives on how consumers and businesses approach the new year, setting the stage for effective marketing strategies.
Daniel’s Perspective on Consumer Habit Formation Daniel emphasizes that the start of the year is a time when people are keen on forming new habits, which presents both challenges and opportunities for marketers.
Daniel Murray [02:04]: "People are in the starting habit mindset. So the negative of that is that people will start deleting subscriptions... They might delete emails. So your unsubscribe rate will be at an all-time high because people want to go to Inbox zero or they want... That's part of their New Year's resolution."
Opportunities in Educational Content Despite the potential drop in subscriptions and email engagements, Daniel highlights a significant opportunity: individuals are seeking to educate themselves, whether for personal growth or career advancement.
Daniel Murray [02:30]: "People are starting to form new habits and you could be a part of those habits... In B2B, people want to up their education and learn. This is your time to be doubling down on your most educational pieces of the year."
Jay’s Insights on Consumer and Business Behavior Jay complements Daniel’s insights by differentiating between consumer and business behaviors. He notes that while consumers might be cautious with spending, businesses are in a state of planning and seeking valuable, educational content.
Jay Schwetelson [03:19]: "On the consumer side, nobody has any money. They just spent all their money. The last thing they care about is spending more money with you... On the business side, it's that free stuff. It's what is the outlook, what are the trends, what are the forecasts for the year."
Strategic Marketing Tactics for Early Year
The hosts delve into specific tactics that marketers can employ to align with the early-year mindset, ensuring their strategies resonate with the current consumer and business needs.
Maximizing Educational Content Both Daniel and Jay agree that providing high-quality, educational content is paramount during this period. This approach not only meets the audience's desire for learning but also establishes the brand as a trusted authority.
Daniel Murray [04:04]: "Double down on your most educational pieces of the year because people are trying to either get a promotion or they're trying to get better at their job or learn a new skill."
Social Media Strategies Amid Changing Engagement They discuss the common misconception that social media engagement drops during holidays and the early weeks of the year. Instead, this period can be an opportune time to connect with new audiences and influencers who are also seeking new connections.
Jay Schwetelson [05:00]: "This is the time of year that people find the new people they want to follow... On the flip side, don't get nervous. Sometimes your metrics go in the toilet to start the year the first two weeks of January."
Consistency Over Initial Performance Daniel emphasizes the importance of maintaining consistent marketing efforts despite potential initial drops in engagement metrics. The goal is to remain top-of-mind as audiences settle into their new routines.
Daniel Murray [04:42]: "The goal is just to stay top of mind during this time period... If you're gonna send the email or gonna put another social post up, you will get attention because a lot of people are not doing it."
Building Long-term Marketing Habits Both hosts stress the necessity of committing to long-term marketing plans rather than discontinuing efforts after the initial months.
Daniel Murray [05:47]: "If you are going to commit to a habit as a marketer, make sure you have a year plan for this, not just the first two months."
Leveraging Lower Engagement for Relationship Building Jay suggests using the quieter early-year period to engage more meaningfully with top creators and influencers, fostering relationships that can be beneficial throughout the year.
Jay Schwetelson [06:35]: "Comment and like their posts and send them a DM. They're much more likely to see it now and have the time to react to it."
Maintaining Relevance and Habitual Engagement
Daniel shares insights from his podcast’s performance, highlighting the surge in downloads during January and February, followed by a sharp decline. This pattern underscores the importance of capturing and maintaining the audience's interest beyond the initial months.
Daniel Murray [07:36]: "If you can deliver on that and become a part of habit, you're going to be set for '25."
Wrapping Up: The Happy New Year Dilemma
In the concluding segment, Daniel and Jay humorously debate the appropriate timeframe to extend New Year's greetings, tying it back to maintaining authentic connections with their audience without overusing common sentiments.
Daniel Murray [07:52]: "I think you have a week to say that to someone... If you want to stand out, just stop saying Happy New Year."
Jay Schwetelson [08:21]: "I cut it off pretty fast because I think it's out of control... Happy Valentine's Day. Let's move on."
Despite the light-hearted exchange, the closing remarks reiterate the importance of continuous engagement and staying relevant in the marketing landscape.
Daniel Murray [09:04]: "Happy New Year."
Key Takeaways
- Understand the Early-Year Mindset: Recognize that consumers and businesses are in a phase of habit formation and are seeking educational and valuable content.
- Prioritize Educational Content: Doubling down on informative and educational materials can position your brand as a trusted authority.
- Maintain Consistency: Persist with your marketing efforts even if initial engagement metrics dip; consistency ensures long-term brand presence.
- Leverage Quiet Periods for Relationship Building: Use times of lower engagement to connect with influencers and creators, fostering relationships that can enhance your marketing reach.
- Plan for the Long Haul: Develop a comprehensive year-long marketing strategy rather than short-term campaigns to sustain audience interest.
Notable Quotes
- Daniel Murray [02:04]: "People are in the starting habit mindset... That's part of their New Year's resolution."
- Jay Schwetelson [03:19]: "On the consumer side, nobody has any money... On the business side, it's that free stuff."
- Daniel Murray [04:42]: "The goal is just to stay top of mind during this time period."
- Jay Schwetelson [06:35]: "Comment and like their posts and send them a DM."
- Daniel Murray [07:36]: "If you can deliver on that and become a part of habit, you're going to be set for '25."
Conclusion
This episode of "Bathroom Break" offers valuable insights into harnessing the consumer and business mindsets at the beginning of the year. By focusing on educational content, maintaining consistent marketing efforts, and strategically engaging with influencers, marketers can effectively navigate the early-year landscape and set the stage for long-term success in 2025.
For more actionable marketing insights, tune into The Marketing Millennials and follow Daniel Murray on LinkedIn and Twitter. Additionally, explore Jay Schwetelson’s "Do this, not that" podcast for complementary marketing strategies.
If you found this summary helpful, don't forget to join the conversation on LinkedIn and Instagram. Share your thoughts and apply these strategies to elevate your marketing game in the new year!