Ask Us ANYTHING: B2B+Consumer! Instagram REELS Tactic! 🍯Honey Boo Boo?? Ep. 332

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:40We are back for Ask Us Anything from the Do This, Not That podcast presented by Marigold. This is our short episode. We're all week long. We get in questions. We get in work questions. We get in totally ridiculous questions. We try exactly one of each. So if you want to submit a question, just go to jschwedelson.com. There's a button that says podcast. Another one that says ask us anything. And we love your questions. We really do. They're wild. So let's do the work question before the ridiculous question. We got a question from Jasmine from Newark, New Jersey. Uh, I don't know what to do with Newark.

1:12I really don't. I'm supposed to go to New York in like a week. And my wife's like, you're not going to go through Newark, are you? I go, I don't know. I really not. Am I going to not because of all the stuff going on? I feel like I don't know. And they have good food in that airport. Low key. They have pretty good food. So I don't know. Anyway, Jasmine, what is your question? Jay, help. Our show up rates for our events and our webinars have dropped. We try all the email tactics to get them to show up, but it's still not going great. What else can we test? Oh, I feel this. And it's not just show up rates for webinars and events.

1:44If you're on the consumer side, it could be we're seeing abandoned cart rates go up. People are not converting to sale. How do you get people to do the thing to show up to the webinar, to finally buy the product, to do the thing, and not just be emailing them and emailing them, emailing them? I'll tell you, my agency, we run about 40 ,000 campaigns a year of all sorts of different kinds. and the tactic that I think everybody is sleeping on that costs almost no money. I'm talking about like tens of dollars, not even hundreds of dollars. And I don't care how big of a brand you are. And that is remarketing and marketing to people that have already signed up for the thing or have already put it in their cart.

2:23Meaning somebody signs up for your webinar. Okay. And your webinar is going to be a week or two weeks from now, whatever. And now what do you do? You may be running ads all over the place. Forget about your email. So you may be running ads on Instagram. Okay. You may be running ads on Meta, on everywhere, on LinkedIn. But what a lot of marketers do is once somebody signs up for the webinar or whatever, they stop marketing to that person. Because like, oh, the person's already registered. I want other new people. But that is the exact opposite of what works. the number one best use of your money, whether you're a business marketer or a consumer marketer, is to continue to market to people that have already engaged with that offer, meaning somebody registers for that webinar.

3:14What you want to do is make sure you take that file of webinar registrants and you keep pounding them with ads on social media as if they never registered. Why does that works so well. It increased the show up rates for our clients by about 30 % by doing this. And what exactly does that mean? We take the webinar registration file, and then we run very specifically Instagram Reel ads, Reels, you know, Reels, ads to people that have already registered as if they didn't register. It actually still says, you know, register, register, register. Now, the thing is, why would we do that if they're already registered?

3:51Because it is a constant reminders in the person's face. Number two, it makes that person feel whether they realize it or not, that this thing is a big deal and that it's everywhere. And I am telling you, it absolutely crushes it for webinars, for events. And the reason I say it costs tens of dollars is how many people really registered for your webinar? 200, 400, a thousand, you know, 2000, not even. And marketing those people is next to nothing. Now it's the same thing on the consumer side for your abandoned cart. What are you doing? You're sending out emails. Oh, you left this in their cart.

4:24You almost bought it, blah, blah, blah, blah, blah, whatever. No, you take that file of people, they are abandoned cart people, and you market to them aggressively as if they've actually never even took advantage of the offer. They didn't put it in their cart. You're not just sending them ads that have a picture of that one product. You're doing the original offer that got them interested. We are seeing this drive massive, massive engagement and getting people over that finish line. And again, it costs you no money. Instagram reel ads, by the way, are crushing it over LinkedIn ads for B2B, for B2B.

4:58I'm telling you right now, if you're not using Instagram reel, reels ads over LinkedIn retargeting, I am telling you, Instagram is crushing it for B2B. The other thing that you need to do that I don't think people are thinking about enough is, especially for webinars. And I know this is a little bit all over the place, but we're seeing all this stuff working and I want to share with you is you must give people a reason to show up. Meaning when you are promoting your event, your webinar, whatever it is, you are saying aggressively in your landing page, in your headline, in your confirmation emails, in your reminder emails, that there's a piece of content that only people that attend live will get, right?

5:40Only people that show up will get the seven tips for whatever. Only people that show up will show up, we'll get the resource bundle of whatever. You must give them an incentive, a content incentive to show up. It's critical or else people don't show up. So yeah, there's a lot of things you could be doing to get people to actually show up. All right, before we get into the ridiculous question, which is totally ridiculous, this podcast is exclusively presented by Emma from Marigold. That is an email sending platform. That is a platform I use. I send how billions of emails, business emails, consumer emails, you're tuning this out.

6:18You're in your car, you're on a walk, wherever you're like, oh, this is an ad. I don't care. But no, your email sending platform stinks. I know it. I feel it. I feel that it stinks. And I'm telling you, Emma is awesome. Awesome. And I have a special offer only for the listeners of this podcast that they hooked us up with. All right. 50 % off for the first three months. Are you kidding me? All you got to do is go to jschwedelson.com slash emma, jschwedelson.com slash emma, and you can get 50 % off for three months on an absolutely incredible email sending platform, good for loyalty, retention, deliverability, you name it.

6:56Check it out. Awesome. All right, let's get into the ridiculous question. We got a question from Denise from Dallas, Texas. All right, what do you got, Denise? Jay, you mentioned your wife is a dermatologist. Do you ever watch Dr. Pimple Popper on Lifetime? Well, that's a very random question. Well, I'll talk about Dr. Pimple Popper, but I really would rather just talk about Lifetime. So yeah, I watched Dr. Pimple Popper. If you've never seen it, it's completely disgusting. It's this dermatologist. I think she's a dermatologist. And she takes on the grossest dermatology cases, people that have like, you know, cysts and these big things, and they're nasty, and I cover my eyes.

7:33It's totally disgusting. And I do watch that show. But I'm glad you brought up Lifetime because I don't think enough people are watching Lifetime. And I have no life. Oh, that's funny. No life, Lifetime. But the Lifetime channel has some of the worst TV of all time. And I love all of it. You may not know this, but coming up in the next few days, this is real. Lifetime, why do I know this? This is so embarrassing. They have a new, I don't know if it's a show or a movie, but I'll be watching. and it is called, I think it's a documentary show. It is called, I was honey boo boo. Now you're like, what did he just say?

8:12Yes, I was honey boo boo. Now, for those of you have a life, you don't know what that means. Honey boo boo. Okay. Was this girl, this little girl who was on a show called toddlers and tiaras. And she was an out of control personality and her mom was bonkers. Her mom was this woman. Her name is Mama June. I'll never forget it. Okay. They went on to have their own series about, about Honey Boo Boo. Like I am Honey Boo Boo following around their family. And it was a mess. So now fast forward Lifetime because Lifetime puts out some of the wildest movies. They put out, I am Elizabeth Smart. I am, uh, what was the other one?

8:56I am Lorena Bobbitt. That's the woman who chopped off the dudes, whatever. They just put out, I was Octomom. Okay. They put out the most bonkers, wild stuff. And I watch all of it because I need to know what's happening to these people. I do know that Honey Boo Boo, because I have no life again, is in college. I don't know where. And I believe she had a kid like a year ago. So I'm going to be watching this on Lifetime. I'll still be watching Dr. Pimple Popper. And I challenge everybody out there, if there is another marketing podcast that you've listened to that has talked about Honey Boo Boo, Octomom, and Lorena Bobbitt this week, I want to know what it is because I will listen to that show every day and on repeat.

9:41I'm sure you want back the last 10 minutes of your life. I am so sorry. What did we just talk about? Listen, you're awesome. Have an amazing day. Later. You did it. You made it to the end. Nice. But the party's not over. Subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. And hook us up with a five-star review if this wasn't the worst podcast of all time. Lastly, if you want access to the best virtual marketing events that are also 100 % free, visit guruevents.com so you can hear from the world's top marketers like Damon John, Martha Stewart, and me.

10:22guruevents.com. Check it out.