SPECIAL SERIES == Stop Using Generic Logos on Your Site ❌ <== | BATHROOM Break #62 COLLAB: The Marketing Millennials + Do This, Not That

Daniel Murray: Welcome to a new special series called the bathroom break. That extra ten 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 Schwedelson: This collab is gonna 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 gonna go over quick tips about different marketing topics. And if you wanna be in the bathroom, fine. Just don't tell us about it. Thanks for checking it out. We are back for another bathroom break. I'm here with the Daniel Murray from the marketing millennials, and I'm Jay Schwedelson from the Do This Not That podcast. And we're gonna be talking about how to do testimonials and social proof in a different way. But before we do that, Daniel, I got a question for you. Do you ever kind of lie when you're dealing with people? Do you ever be like, oh, I I got a hard stop. I I gotta go and do something, or are you just always, you know, like Abe Lincoln, always honest?

Speaker 3: No. I definitely say I have hard stops if I wanted to get up for a meeting. I think if a meeting ends at a certain time, that is a hard stop to me. Like, so if a meeting ends Right. Like, yeah, but so many people, like, try to drag it an extra five, ten minutes. I always say, like, just let you know, I have a hard stop at three just so they sets expectation in front. I don't think it's lying because it is a hard stop because I committed to the meeting.

Jay Schwedelson: But, like, if the if the meeting is horrible, it'd be like, oh, actually, have a hard stop, like, now.

Speaker 3: Oh, yeah. I have a I have emergency in Slack. I have emergency in Slack. I have to go. Rarely, but I've done it in terrible meetings.

Jay Schwedelson: Yeah. I I I do it for oh, I bail on them. Oh my god. I gotta roll. Just got this call.

Speaker 3: Oh, yeah. Someone's calling me. Hold on. My kid's calling me from school.

Jay Schwedelson: Yeah. Oh, anytime I'm in a bad session at an event, I just pick my phone, put it in my ear, I walk out. Oh. That's my that's my move. Alright. Well, speaking of things that are not bad is when you get a testimonial. But I think in general, marketers and business owners and whatever business consumer, they're doing testimonials. They're doing all of it kind of wrong. So, Daniel, what is your take on the, first of all, the value and how to do it right?

Speaker 3: Well, first of all, like, we'll go into, like, the why just for people who are on the fence about it. Like like, social proof is psychology, so, like, people trust people who are are like them. So, like, if you have people who are similar to you, it'll push them through the line in a purchase choice. And I think, like, it's kind of like table stakes now for marketers to have it on landing page where there's a form that's con convert people. And I think, Jay, if you wanna go into your your first one, and I'll give you a couple. But I just wanna set it up that, like, it you need to have this, like, it's a must if you want to increase conversions on your landing page.

Jay Schwedelson: Yeah. No. It is a 100% table stakes. It's more important than anything else on your site is some version of social proof. But the thing that people mess up is that well, let's say you have testimonials, and you you only need, like, one. You don't need, like, a thousand. You need, one or two. But what you don't wanna do is have generic testimonials, whether you're a consumer product or business. So you don't want a testimonial on your site that says, this is great, or I loved it. It doesn't mean anything. The secret sauce actually increases conversions is quantifiable social proof. So if it was on the business side, how does that look? So instead of saying, you know, this is great application, it would say, you know, in just sixty days, we cut our onboarding time by forty three percent using blah blah blah. Right? On the consumer side, it might say, you know, we saved a $146 a month by using blah blah blah. When somebody can see themselves in the social proof, that's when they say, you know what? I'm gonna buy it. It's that last vote of confidence. So what do you think about all that?

Speaker 3: Yeah. I think I'll add on to that, and if you wanna take it like one step further is having iPhone style user generated content or UGC on the page where an actual customer is talking about this outcome they got. I think if you're looking at the consumer side, it's someone actually using your products. So, like, if you're in beauty industry, someone trying on your the makeup. If you're on if you're taking a supplement, like, showing your morning routine with the supplement. In the b two b side, you could show, like, you can have someone talking and when someone sees, like, this person with this title talking, it's more of a personal connection and it will help drive that person that extra inch to get to do the purchase.

Jay Schwedelson: And that's what it's all about. It's that last validation. They're on the fence. Are they gonna buy? Are they not gonna buy? And another one that some people do, but we don't do it enough, is using logos. Hopefully, everybody has some clients. Okay? Consumer products, business products, doesn't matter. And if you're a consumer product and you don't have business logos upon your site, maybe you maybe you leverage things like featured in and you put some publications that you've been mentioning. But logos of other known entities. Right? If you it is on the business side, you wanna use those business logos, but putting these logos maybe in a little bit of a great outlook near the conversion area, near that submission button or that final CTA is is a game changer. It will lift your conversions. If you do an AB test on your site and you say, oh, Jay's full of it, whatever, do an AB test on your site where you have logos and where you don't. You wanna do anything you can to get people over the hump.

Speaker 3: I would also say that if you're doing, like, ads to a landing page and it's a certain customer you're targeting, like, don't keep the generic logos on every single page. Make sure it, like, matches your client. Like, I see one thing you could do too is, like, if you have a pricing page in different tiers, have, like, different customers, like, of different tiers. So well known as in like, small business customers, well known, like, medium business cover, well known enterprise customers. People wanna, like, relate to people in their same space. So don't just if you're gonna do this in a more spread out way and you're running, like, ads to landing page, don't always think about the logos of and what that client would care about or that potential client would care about when they're landing on your landing page. So that's just a step further if you wanna, like but if you're just starting, add something there, but the next level is adding something specific companies for each tier you're on.

Jay Schwedelson: Yeah. And I would throw in one last one, which we do with our events, which is we use logos of people who are attending our events, which when we first started got got started with our events, we didn't have, like, the craziest speakers or the biggest sponsors. We're like, well, how can we get some social proof? But we had a bunch of registrants, and they were from really cool companies. And we're like, you know what? We put up on the site. You'll be there joining other people that also be there from these companies, and it crushed it. It helps so much when we put that up. So just kinda game the system a little bit and think about how you can have social proof beyond just reviews. Not everybody has 5,000 reviews, and you don't need 5,000 reviews if you play it a little different. Alright, Daniel. Let me go back to the original question about, you know, lying to people, whatever. So if you're texting with somebody and someone sends you something that they think is funny, but it's not funny, do you do the massage? Just reply back like l o l or as a or if it's not funny, you just won't even you you're like, no, that's not funny.

Speaker 3: If I generally don't think it's funny, I'll like say, like, what is this? But I'll give someone like, something like, I think you can give, like, gauge reaction to someone. If someone goes just versus, like like, caps versus, like, million laughing emojis, you could see, like, the level of funny. So Ari is actually really good. It's like, when I know I didn't send her something funny, she'll just be like, And then, like, when it's really funny, she'll be like, dying. Like, money mode. So I know I know when something's funny. So I appreciate when people tell me the level of funny when I'm texting.

Jay Schwedelson: This is very important. You should come out with a level of funny. I'll tell you what's not funny, us. So, this is awesome. Listen. Leave, the marketing millennials a a review. Follow their show. And if you're really bored, do that for do this, not that, and we'll see you at the next Daniel, come on, man. I gotta get back to work. Get out of there. Alright. 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.

Daniel Murray: Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the marketing millennials podcast, but also tune in to this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out, and it could be anything from email subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you wanna hear. Peace out. Later.