SPECIAL SERIES ==> YouTube is HARD! March Madness for B2B and Consumer? Harry Potter? <== | BATHROOM Break #99 COLLAB: The Marketing Millennials + Do This, Not That

0:07Jay Schwedelson: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.

0:16Daniel Murray:But I don't recommend both, but that's your choice. 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 topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for the bathroom break. This is Jay Schwettlson from Do This, Not That. I'm here with the marketing millennial, Daniel Murray. And Daniel, I've watched a series of horrendous movies lately.

0:49Daniel Murray:I watched Greenland 2. That was possibly the worst movie I ever saw. I'm on the hunt for new movies to watch. I feel like maybe, what is your, give me some of your all-time favorite movies, it doesn't have to be recent, that you think I got to jump into that maybe I haven't seen because I'm really old and you're not old.

1:09Jay Schwedelson:You would have seen every movie. You watch so much shit. All-time favorite is Inception. Really? That's an all-time favorite? It's like top 10. I don't even understand it. yeah that it's just like such a great movie for me i don't know why um i love it what else but i thought you're gonna say rudy because you're like a football guy i love harry potter i mean that's out of your generation like when when they were like kids you were like in partying college like so uh right i'm gandalf is that his name that's story of the rings but okay

1:50Daniel Murray:I have no idea what's going on. You said you're Gandalf.

1:53Jay Schwedelson:That's one of the rings.

1:55Daniel Murray:Dumbledore. Isn't that the old dude? Dumbledore. Dumbledore, yeah. That's me. Oh, well. Today, we're going to talk about what's working, what's not working. What's not working was the start of this podcast. That's for damn sure. But let's get into what's working, what's not working. I'm going to go first. So, for the last, I don't know, six months or so, I go, six months ago, I go, I'm going to go all in on YouTube. YouTube's the future. All right. And I've pumped out, I don't know, 300 videos on YouTube. And what I found is number one, I'm getting more views. Okay. I'm getting, you know, some good views now on my, on my shorts, whatever, but because I'm probably a horrible marketer, um, I'm, we're getting like no meaningful conversions from anything we're doing on YouTube.

2:41Daniel Murray:Maybe we get subscribers, whatever, maybe get way top of funnel, but we are getting no meaningful outcomes from YouTube. So I'm failing miserably at YouTube. I know YouTube is everything. It's the future of life, whatever. But anybody out there that's not crushing YouTube, I'm on your team. I need to do better. So Daniel, I'll get to what's working in a second, but what do you got that maybe is not working so great for you? I just think it's really hard

3:06Jay Schwedelson:to win if you won meaningful impact on one-off influencer deals. I also think the word influencer is so stretched now. I think that the definition of influencer is so stretched because there are people who are just on LinkedIn who have followers. There are people who have networks and events, like you have a newsletter event, social. So I consider that a bucket different than someone who's just on social. I consider that like investing in Jay's guru network versus investing in a one-off play with Jay. Because you want people to, you're more world building and other people are more influence building.

3:53Jay Schwedelson:And those are two different plays that people could do in marketing. And I think when you're buying, I still see this in B2B all the time. And people come to a lot. I see a lot of brands. They come to creators I know and say, I just want to buy one post. I'm trying to do a launch. I'm just trying to do this. I'm trying to buy one post. And they think that's what B2B like influencer marketing is. And that is an influencer marketing. So I think separating the market into Jay, Jay is more of a network type creator. and then there are influencers that just live on, like say LinkedIn or X. And how you're investing in a guru network versus a one-off is way different.

4:38Jay Schwedelson:And I think you have to reframe what influencer marketing is for B2B.

4:43Daniel Murray:Yeah, I totally agree with you. I'd actually, not that I'm so cool that I'm like, you know, flooding deals, whatever, but I won't do one-off deals anymore. I do year-long deals. I'll do six-month deals. I'll do a whole integrated package. I think if you are going to put your toe in the water for some sort of influencer, and by the way, they crush, influencer deals crush, you need to make it more of a strategy. Three posts, two newsletter insertions. If you're going to do a one-off, you're literally burning money. You're throwing it in the toilet. I'll tell you something that's going to work for you right now if you're a marketer out there and you're sleeping on it, which is March Madness.

5:15Daniel Murray:You may not care about basketball. You don't need to care about basketball at all. Whenever anything's going on on the planet, that's a big deal. If you lean into it, whether you are a business marketer, a nonprofit, a consumer marketer, it does well. So March Madness, actually starting from basically now until the end of March, in your content, if you actually say things like March Madness, or Final Four, or Slam Dunk, and you bring that into your content, your boring B2B content, your consumer content, we see that lifting email. Open rates, click-through rates, social media engagement, leaning into March Madness, leaning into what's going on, actually will give you a boost in anything that you're doing.

5:56Jay Schwedelson:I think, I mean, we talk about this on this podcast a lot. And I think relevancy is key to any marketing. We talk about when something's happening that a lot of people, especially in office, care about because office brackets are a thing. Lean into it. I will also say, I know we've harped on this a little bit, But I think I really do believe that you building your own AI mind of customer data, of your brand voice, of all the things you've written and put it in one place to start repurposing things and doing stuff with that. I think you need to start doing that now in marketing because it is working.

6:42Jay Schwedelson:I see people pumping out content that you could not tell is AI-ridden, but they do obviously edit and have a human eye. I do think now the human API is a new thing. AI has to be connected to humans instead of you connected to it. So I think if you don't have the human API of having that human eye on double-checking everything, but start building that customer mind in your AI now. Feed reviews, feed Reddit posts, feed negative, positive, the good, the bad, all into one place. The AI understands your business. I think if you don't start that now, people are going to beat you up and have a better AI mind than you do, and they'll win.

7:29Jay Schwedelson:I'm truly double-dawning on that right now.

7:32Daniel Murray:I totally agree. We built that internally, and that has helped us out. massively. I'll tell you one other test that we've been doing recently that's been working in our email marketing, super random. I know this episode is kind of little, we're just saying lots of different random things, but some things work, some things don't. So we want to kind of put it out there. So one of the things we've been testing actually in subject lines is actually testimonial subject lines. We're literally, we're just taking a testimonial, right? Whatever it is, you know, doubled our ROI in weeks or transformed my business overnight, said the CEO.

8:04Daniel Murray:And we're taking just the testimonial. We're actually putting quotes in the subject line with the testimonial. There's nothing else in the subject line but the testimonial. We're doing that for offer emails and it is doing incredibly well at a conversion level. Forget about open rates and click-through rates. We're actually seeing it actually convert on the back end really, really well. So if you've never tested, whether you're a business marketer or a consumer marketer, testimonial subject lines, I would think about doing that.

8:32Jay Schwedelson:I would add one more. I think one thing that I thought was a little cheesy, and I think you've done it before, but I thought everybody's done it before, but adding all caps as your subject line, like every letter is a cap. yeah i've tested it out between just lowercase for all caps and all caps really is working right now for me somewhere if i do an all cap subject line it is boosting my subject line way harder than it is if i do all lower cases i don't know what it is people just want to be screamed at i guess but that is working so quotes or try try things like that add one word that's just capitalize or add the whole capitalize and see if that works for you.

9:17Daniel Murray:Maybe your whole database. Maybe it's like a dominatrix thing. It's like your whole database is filled with people that just want to be yelled at and told what to do. I don't know, put on a leather outfit and do weird stuff. I don't know. That is not what the path I'm going down at, but Jay's mind is going crazy places. So wait a minute. I need to know if I can name another character in Harry Potter. You got Harry. Oh, wow. You're going strong with Harry. I can't think of. Oh, what was the game they used to play? They played. It's like pickleball, but you fly in a broom. Quidditch. Oh, wait. Hey, everybody.

9:57Daniel Murray:You got to congratulate Jay.

9:58Jay Schwedelson:He had a pickleball lesson. Pickleball lesson. His first one. I'm trying to go play with him sometime, but he said, give me a month.

10:08Daniel Murray:My racket? I bought a racket on Amazon for$9.99. I showed up the dude who had the lesson. He's like, what is that? I got it on Amazon. He's like, that's embarrassing. I go, whatever, dude. I didn't know if I was going to like the sport. I didn't want to commit more than$10.

10:28Jay Schwedelson:Oh, my God. So you decided to do something that will make you horrible at the sport from day one.

10:35Daniel Murray:So, yeah, that's me. once again another amazing episode of the bathroom rig listen uh follow our show leave us reviews leave on do this not that leave on the market millennials you are awesome and um keep it real 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 i hope you give it a try oh here's Daniel. He's finally out.

11:06Jay Schwedelson:Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out and it could be anything from email, subject line, to any marking 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. Later.