Podcast Summary: Bathroom Break #33 – SPECIAL SERIES: Underrated FREE Marketing Real Estate

Release Date: December 9, 2024

Hosts:

• Daniel Murray – Host of The Marketing Millennials
• Jay Schwettelson – Host of Do This, Not That Podcast and Subjectline.com

Introduction

In this special episode of The Marketing Millennials, Daniel Murray collaborates with Jay Schwettelson from Do This, Not That Podcast to present the Bathroom Break series. Designed as a quick 10-minute marketing tip session, this episode dives into underrated free marketing real estate that many businesses overlook but can significantly impact their marketing strategies.

Spotify Wrapped Conversation

Daniel Murray (00:19):
"We have Daniel Murray from the Marketing Millennials and me, Jay Schwettelson from the Do This, Not That podcast and subjectline.com..."

The hosts kick off with a light-hearted discussion about their Spotify Wrapped results, sharing personal music preferences:

• Daniel:
  "John Summit, he's a DJ. I saw him 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."
  (00:19)

• Jay:
  "I was very embarrassed that like number three or number four was Cyndi Lauper, which is super weird."
  (01:32)

This segment sets a friendly tone before transitioning into the main marketing discussion.

Main Topic: Underrated Free Marketing Real Estate

**1. Email Signatures

Daniel Murray (02:08):
"The email signature is like one of the underused pieces of real estate that people aren't thinking about right now."
(02:08)

• Insight:
  Email signatures are a consistent touchpoint with every email sent, presenting opportunities to promote events, webinars, or downloadable content. Utilizing software can streamline embedding these promotional elements.

2. PS Sections in Emails

Jay Schwettelson (02:56):
"When you add a PS to your emails and you include a link to whatever the offer is, it actually will increase your overall click-through rates by over 10% which may not sound like a lot, but it costs you nothing."
(02:56)

• Insight:
  Adding a postscript (PS) in emails is an effective strategy to highlight additional offers. Since recipients often skim emails down to the bottom, a well-placed PS can capture attention and drive engagement without additional cost.

3. Thank You Pages

Jay Schwettelson (04:04):
"Thank you offers on thank you pages for additional offers. They actually average over a 10% click-through rate from all of our testing."
(04:04)

• Insight:
  Thank you pages, which users land on after completing an action (like a purchase or download), are prime real estate for additional offers. Leveraging this space can capitalize on the user's positive engagement, encouraging further interaction.

4. Welcome Emails

Daniel Murray (04:04):
"The first welcome email should be your best email that you've ever created. It should show your resources, your writing, your brand."
(04:04)

• Insight:
  The initial welcome email is crucial for setting the tone and establishing a strong brand presence. Instead of a generic message, this email should offer valuable resources and showcase the brand's unique voice to retain subscribers.

5. Instagram Highlights and Pinned Posts

Daniel Murray (04:04):
"Having highlights or the pinned posts of the founder story or the founding story... are such underrated real estate and marketing right now."
(04:04)

• Insight:
  Instagram's Highlights and pinned posts are powerful tools for storytelling and brand presentation. They serve as accessible, permanent showcases for key content like founder stories, featured products, or brand values, enhancing the first impression for visitors.

6. LinkedIn Features

Jay Schwettelson (07:21):
"You can pin posts and really be very intentional about what those are."
(07:21)

Daniel Murray (07:21):
"The link is so important because when you're posting on LinkedIn, the first thing people see is 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."
(07:21)

• Insight:
  LinkedIn's pinned posts and featured links are strategic spaces to drive traffic and highlight important content. By optimizing headlines and featured links, professionals can effectively communicate their brand story and direct visitors to key resources.

Anecdote: Leveraging Voicemail as Marketing Real Estate

Jay Schwettelson (05:35):
"She changed the recording on her voicemail, which I was like, dude, that's like the best use of real estate."
(05:35)

• Story:
  Jay shares a story about a woman who, during a hurricane, used her voicemail to inform callers of her safety. This creative use of voicemail not only provided reassurance but also demonstrated strategic thinking in communication.

• Insight:
  Voicemail, much like email signatures and thank you pages, is an often-overlooked channel that can be optimized for messaging. Whether for crisis communication or promoting offers, voicemail represents an additional touchpoint for engaging with an audience.

Additional Tips and Insights

Daniel Murray (04:04):
"Using paid advertising, you need to think of your Instagram as a landing page."
(04:04)

• Insight:
  Aligning paid advertising efforts with Instagram's layout transforms the platform into an effective landing page. Ensuring that profiles clearly communicate brand identity and offer actionable links can enhance conversion rates from ad-driven traffic.

Conclusion

In this episode of Bathroom Break, Daniel Murray and Jay Schwettelson illuminate several underrated free marketing real estate opportunities that businesses can harness to enhance their marketing strategies. From optimizing email signatures and PS sections to leveraging Instagram Highlights and LinkedIn features, the hosts emphasize the importance of intentional and strategic use of every available touchpoint. These insights not only offer actionable tips but also encourage marketers to think creatively about where they can embed their brand messages without incurring additional costs.

Notable Quotes:

• Jay Schwettelson (02:56):
  "When you add a PS to your emails and you include a link to whatever the offer is, it actually will increase your overall click-through rates by over 10% which may not sound like a lot, but it costs you nothing."

• Daniel Murray (04:04):
  "The first welcome email should be your best email that you've ever created. It should show your resources, your writing, your brand."

• Jay Schwettelson (05:35):
  "She changed the recording on her voicemail, which I was like, dude, that's like the best use of real estate."

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