SPECIAL SERIES ==> The $5 Social Surge <== | BATHROOM Break #84 COLLAB: The Marketing Millennials + Do This, Not That

Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 minutes, you either have to listen to marking tips or use the bathroom or both, but I

Jay Schwedelson: don't recommend. But that's your choice. This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schon from the Do This Not That podcast@subjectline.com.

Jay Schwedelson: Each episode in this series, we are gonna 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, there's Jay Schon from Do This, not that, and I'm with the marking millennial himself, Daniel Murray.

Daniel Murray: Well, since I have a baby, I, I literally texted r and she put this in the newsletter that I, I was waiting for a few weeks on finding what baby items were gonna go on Black Friday. And this one store, which like has the softest baby clothes. Had this drop where it was password only. And I literally went on Facebook to join the group to get the, the, the, the password so I could get early and to, so I'm like desperately buying baby clothes right now on, on Black Friday.

Daniel Murray: So that's, I don't think there's

Jay Schwedelson: a, a, a worst investment that you can make than baby clothes because Oh, terrible. You buy it and then within like 60 days, your baby's too big for them. Exactly. It's just for the pictures. It's not for anything else. It's all for the gram. It's all, all, it's just for the, and you know, put your kid on the gram.

Jay Schwedelson: It's all for pictures that will live on your phone.

Daniel Murray: Yeah. I don't, I do not put my kid publicly on social media, so I just, I do it because it, for the, the cuteness of it. Nothing else. That's good. I mean, you like to do the trick of leaving things in your card and like letting, letting the discounts come to you.

Jay Schwedelson: I think one of my biggest failures when it comes to all the holiday shopping is I wait until this time of year to buy like essentials, like I need new socks, and I've been putting it off for like six months saying I'm gonna wait for holiday discounts. I'm like, dude, what am I doing? I need socks. I'm gonna save $2.

Jay Schwedelson: What am I doing?

Daniel Murray: I actually, Ari tells me I need to, 'cause I, I swear. 30% of my socks have a hole in them. And every time people like come over when I wear socks, they're like, what is wrong with you? Just go buy new

Jay Schwedelson: socks. Well, now's the time. Um, all right, well, we've covered a lot of great information already, so let's get into it.

Daniel Murray: Yeah. I'm gonna start off with one, and I think the big one I learned is. The power of commenting on LinkedIn. So LinkedIn this year launched impression, um, metrics for comments, and that signaled to me that they care about what people are commenting, especially for company pages.

Daniel Murray: But when I'm saying commenting strategy, it has to be a well thought out comment. It easy has to be entertaining. Funny, exactly what you would do on the grid should be your comment. Um, it's basically testing for, um, future posts. So don't just. Do good job or thank you. It has to be an intentful comment.

Daniel Murray: But if you do that right, you'll see a lot of impressions, likes, and follow growth, especially on company, company pages.

Jay Schwedelson: Yeah. I've been watching you all do that, and it's also really smart and it also gives you a feeder of like content that you can create based on the comments that really hit. Mm-hmm.

Jay Schwedelson: Which is super cool. I think the biggest thing that, uh, we, we've taken away from this year is micro budgets for boosting on social. What I mean by that is. If you look at content, you put on Instagram or LinkedIn or YouTube, and you then put. Boosting dollars behind your best content. Don't put it behind losers, but you have some content that does well.

Jay Schwedelson: You can put the smallest amount of money. So for example, on YouTube you can put $5, I'm not even exaggerating, $5 behind a video that had a little bit of traction, and you'll see it take off exponentially. You could do the same thing on Instagram for less than $50. The same thing on LinkedIn for less than $50.

Jay Schwedelson: Micro budgets and boosting stuff. Uh, paid ad boosting on posts that are doing well and the reason it's doing so well. You're getting way more than what you deserve. These platforms are trying to onboard as many ad clients as they can, so when you boost it, even for a few dollars, they're making it rip 'cause they want you to come back again.

Jay Schwedelson: So think about doing that for your best post 'cause it helps so much.

Daniel Murray: I think the, the third form, and this is a general thing, but I also will go down, I think this was the year of the short form video, and I think next year it's gonna even be a bigger thing for reels, for tiktoks, for YouTube shorts. So I've really been, but what I wanted to add on that is when you're thinking about doing reels or YouTube shows, you have to think about in the mentality is.

Daniel Murray: Is this gonna be shared in the dms on Instagram? Is this gonna be shared in the Slack channels? Is this gonna be shared in the group messages? Your goal should always be, if you want to get in the feed longer is, is this content shareable? So when you're creating it. The first three seconds need to be perfect.

Jay Schwedelson: And I'm gonna name drop here for a second and be a real cheesy loser. But something I got out of the conversation I had with Gary V on my podcast, which really helped me out a lot, was, um, not pushing stuff that are losers, focusing on winners. Uh, what my company used to do was we would put stuff out on social media that we, what we thought would be a good piece of content, didn't do well organically.

Jay Schwedelson: I'm like, oh. We want this thing to do better. Let's put paid dollars behind it. Let's try to juice it, whatever. And we try to amplify losers. But losers are losers for a reason, whether you like it or not. So amplifying winners is secret sauce stuff that I learned from him this year, um, which is really important.

Jay Schwedelson: And the other tactic which we've been doing, which I don't, I don't see a lot of people doing, which is really cool, is we always talk about getting people. Off of social media and onto your email lists. Great. But also the reverse is true, getting people that are on your email databases to be aware of your social media presence.

Jay Schwedelson: And so one of the things we've been doing is in our newsletters and some of our promotional emails, we are linking to, uh, like we'll put a hero image in our newsletter that's actually linking to a social post that we did on that topic specifically. And it's bringing people from our email databases. To then follow us on social, and it's getting those social posts to do really, really well.

Daniel Murray: No, I, I am a, I'm a hundred percent in agreement on that. I think, I, I think people overly have said for the longest time that email is owned audience.

Daniel Murray: This is the only audience you need to build. But also. You need to stay. We're also in the mode where you need to stay top of mind and multiple platforms. And if, if people aren't opening your email, they might see your social posts, they might see your boost posts, you, they might see, um, something else from you.

Daniel Murray: So you as important, are people getting off your list? It's as important to nurture the, the community on the platforms you have. Obviously they can. Switch off that platform and you lose that following. But also people can't, might not open your email. So, um, you need both. I don't think you should only double down on ones.

Daniel Murray: I always say rented and owned audience, and I think the last thing I would say is. And a technique I've been using, and I don't know if it's like a huge deal, but um, is using stories to bring people off of the platform Instagram stories. And what I do is instead of just saying click link here to. Attend my event.

Daniel Murray: I'll say I'm doing a private event. I'm doing this like DM me like a word and I will get back at you. And now there's pop. There's like technology like ManyChat, which will can help respond to things for you. So you should use the platforms in smart ways to get people of the platform and the reason why you keep people on your Instagram stories.

Daniel Murray: And you want people to reply to Instagram stories, just like email is like deliverability and be shown more in the feed. So the more people reply to your Instagram story, the more people get fed your Instagram story and more people see it. So I would double down on trying to get people off Instagram story.

Daniel Murray: Into a commenting strategy to, I mean, a replying strategy to your, to your dms.

Jay Schwedelson: So let me ask you a question, going back to holiday shopping for a second. If you are at like, you know, best Buy, whatever, and then a fight breaks out about like somebody trying to buy the last whatever item, are you the type of person that kinda like gets really far away and just tries to leave the store?

Jay Schwedelson: Or do you take out your phone and start videoing it? Like what level of a horrible person are you? If you see something like that break out.

Daniel Murray: First of all, I do never recommend going anywhere on Black Friday. So I'm an online shopper, but I would just be, I kind of would just like watch for entertainment, not record.

Daniel Murray: I think it then the entertainment value is, is peak when people are like fighting over the last thing I'm. Sometimes it's not that deep and I get it, you wanted the deal, but there, the deals happen online now, but I imagine like 10, 15 years ago, that was some crazy stuff, um, going on there. So yeah, a hundred percent.

Daniel Murray: Wow. Have you ever seen

Jay Schwedelson: one happen? No, but when I see it on my feed, uh, it's content I will consume all day long. I mean, if anybody wants to send me dms of, of that occurring, I think that is the downfall of humanity. I think that right there, when those things occur, that is the end of society as we know it.

Jay Schwedelson: Um, and, uh, so I'm all for it. I, I encourage people fighting over weird stuff that they're trying to buy. If you see that one item left, you should dive on it and curse at other people. This is what I'm telling people to do.

Daniel Murray: Okay, well you heard it here first. Send Jay all the videos of what happened on Black Friday.

Daniel Murray: And if you find some funny videos, flood these dms on Instagram, right? And go follow 'em on Instagram and LinkedIn and all, all the places. And, uh, give, do this, not that it's 7,432 review on on, on Spotify and, and, um, apple Podcasts.

Jay Schwedelson: So there you go. Alright, later y'all. Daniel, come on man. I gotta get back to work.

Jay Schwedelson: 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. Oh, here's Daniel. He's finally out. Back

Daniel Murray: from my bathroom break. This is Daniel.

Daniel Murray: Go follow the Marking Millennials podcast, but also tune into 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, a shout on LinkedIn and tell us what you want to hear.

Daniel Murray: He's out later.