What’s Up THIS WEEK?! 🔵 NEW LinkedIn Changes! Instagram BIG Shift! EMAIL Tactic Surging!🔵| Ep. 570

0:01Welcome to Do This, Not That, the podcast for marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short, like this intro. Let's check it out. We are back for what's up this week from the Do This, Not That podcast, and there's a lot going on with LinkedIn and email and Instagram, so let's jump right into it. First of all, LinkedIn, LinkedIn is about to start asking you, you're about to start getting a ton of new notifications for something that's completely different. So they just announced in the last few days that they're basically rolling out peer verification.

0:39And this is important because you're going to get slammed with these notifications. Like, wait a minute. Is this a connection request? No, it's not. So LinkedIn is trying to get rid of, you know, fake people. They're also trying to get rid of people saying they work at companies that they don't work at, which, by the way, I get that all the time. I'll get like the CEO of GE wants to connect with you. And then I look at their profile and they have like two connections and it's not real and it's very confusing. So they're trying to get rid of that. So what they're doing is they're going to be sending these peer verifications to you where basically it's going to say, hey, Joe Schmo says they work at this company and you work at this company.

1:15Can you verify they work there? Can you verify that you worked on a project with them? And you're going to be getting these notifications and it's going to prompt you to say yes or no. And then when the person gets enough of these verifications, their account is going to show up as verified. Now, why does it matter that their account shows up as verified? Because verified accounts, and this is according to LinkedIn directly, okay? There's 115 million verified accounts right now. But the thing about verified accounts, according to LinkedIn, is that verified members are getting 50 % more post engagements and they're getting 90 % more profile views.

1:52So they want to up the number of people that are verified. But what you need to know is that when you do verify somebody, you say, yes, I did work with them or yes, they did work on this project. You're then going to show up, according to TechCrunch, you're then going to show up on their page as someone that has verified them. So you're not just doing them a solid by saying, yeah, they're real. This is actually reminding me of when, remember back a few years ago, we used to get all these things where people would say, hey, can you endorse me for my skills on how to tie my shoes? and then you'd endorse them.

2:22And then at the bottom of their thing, it would show all the endorsements. This is like that, but different in that the person is not sending it to you. LinkedIn's automatically sending it to you, but you will show up on their page. So we're about to start getting slammed with all of this stuff out of nowhere. So let's talk about something related to email that is kind of cool. So the three dots are back. Ellipsis is, is that the plural of ellipsis or ellipsi? I don't know. But the three dots at the end of subject lines are surging in use again. So world data research found that in the last six months, ellipsis use is up 22 % year over year.

2:58And in subject lines, when you end your subject line with the three dots, on average, an 18 % higher open rate is occurring. Why? Because it's basically an open loop and your brain doesn't like open loops, right? When you see something that says, wait until you see what happened, dot, dot, dot. You're immediately like, well, what happened? I need to know. So if you're not using the three dots of the inner subject lines, you should be, whether you're a B2B or a consumer marketer. On the B2B side, it may be something like, you know, your 2027 marketing budget is missing something, dot, dot, dot.

3:31Oh no, what is it? We analyzed over 2 ,000 webinars and found this, dot, dot, dot. Or on the consumer side, we probably shouldn't be giving you this deal, dot, dot, dot. Your cart called, dot, dot, dot. The trick is basically anything with the three dots, we are a very simple-minded species. We need to know there's more to the story. What's the end of the story? We hate not knowing the rest. So if you haven't tried the three dots at the end of your subject lines lately, you should be. The other thing that you should be doing on the B2B side for business marketers is Instagram. There's all this new data out showing how business to business brands and marketing on Instagram is crushing it.

4:11So marketing charts came out and they did research on 1500 business to business buyers globally. And they found that 85 % said that they consume business content on their personal social media channels and Instagram a few times a week. 36 % said they do it every single day. Now, here's the thing that we're sleeping on, okay, that really matters. Here's the content they want. 44 % want marketing trends. 38 % want news and current events. This is what we're asking for. People think, oh, Instagram is consumer. No, Instagram is billions of people. They're all there. And here's the stuff that's going to blow your mind.

4:50So metadata came out with this data. They analyzed over$57 million in spend across 153 business-to-business advertisers. And they looked at the cost per lead of Instagram versus LinkedIn. And they actually found the link that the Instagram cost per lead was$138. And the LinkedIn cost per lead was$202 for business to business buyers. I'm not saying you should not do stuff on LinkedIn. I love LinkedIn. It works great with paid ads. It's amazing. But if you're not running stuff on Instagram, I think you're sleeping on where your audience is. And they're also there in kind of this, this casual mode.

5:27All right, Before we get to the ridiculous portion of this podcast, since you didn't ask, I want you to know this show is sponsored by CallRail. You're like, wait a minute, calls? I don't want to make phone calls. That's not what CallRail does. They analyze everything. I use them in my business to do our attribution tracking. We run paid ads. We do organic. We have people filling out forms for all my agency clients. And we need to know where the stuff is coming from, where it's working. It's not just phone calls. they are now doing a free trial if you go to callrail.com slash do this callrail.com slash do this you could check them out and get the free trial it is awesome all right let's get into since you didn't ask the best show on television is back and i'm very excited you're like what what is it it is the great british baking show you're like are you serious i'm a hundred percent serious it's now back on Netflix with new episodes dropping every Friday.

6:23Why do I love the Great British Baking Show so much? A few reasons. Number one, nothing bad ever happens on this show. And I have no idea what's going on. Like they go on there because in England, they cook weird stuff. They go to, and they're in this tent, right? And there are all these bakers in this tent, these regular bakers. They're not professional bakers. And then they go, and they're being judged on whatever they bake. If you've never watched it, you got to watch it. But they always announce today what you're going to be baking is the traditional schmufel foofy or something. I never know what it is.

6:54I've never heard of 99 % of the desserts that they're supposed to make. And I'm always like, what's a schmufel foofy? I have no idea. But then in like a half an hour later, I'm like, that's the worst schmufel foofy I've ever seen in my entire life. You are incompetent and I'm judging everybody. But the other awesome thing is they've added a new judge. they've added nigella lawson okay she's joining paul hollywood as a judge this is great i don't know if you know who nigella lawson is but she's amazing she's been on television forever she's the most normal regular human being and she's going to be an awesome judge because she's very direct she's funny she's cool so i am very excited about the great british baking show i don't know if a is a real thing.

7:38If it's not, it should be. And listen, you're very awesome. If you haven't grabbed a copy of my book, please do that. Stupider people have done it. USA Today bestseller, 100 % of our proceeds are going to kick cancer's butt. The V Foundation for Cancer Research, we've already donated$130 ,000. And if you have read the book, you're my people. I appreciate you. Go on Amazon, go on Barnes & Noble, leave it a review. It helps to keep the book circulating. We want to keep kicking cancer's butt and we'll see you at the next one. Thanks. Wait, don't go anywhere. There's two really important things I want to tell you.

8:12First off, my book is out. Stupider people have done it. And I don't know how, but this book has made it to the USA Today bestseller list, one of the top books in the entire country. Now, all net author proceeds are going to the V Foundation for Cancer Research. And between this book and things that we're doing, we've now donated$130 ,000 in the fight against cancer. If you buy this book, if you buy the Kindle, the audio, on Amazon, on Barnes & Noble, anywhere, money is going to fight cancer. We need your help. Please grab a copy of Stupider People Have Done It. The second thing is I wanna work with you.

8:49I wanna amplify your brand. I want my agency to help you get more customers, more subscribers, more whatever. I wanna partner with you in so many different ways. All you gotta do is go to jschwedelson.com. jschwedelson.com. And then there's a button in the upper right-hand corner that says partner. Fill out that form. Let's work together. Let's do stuff. And if this wasn't the worst podcast you've ever heard, it would be amazing if you follow the show, if you leave a comment, if you tell your friends about it. I appreciate you and go out there and crush it.