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LinkedIn is about to flood your notifications with something that looks like a connection request but isn't, and how you respond affects your own profile too. Jay Schwedelson also makes the case that the B2B audience you're chasing is hanging out in places most marketers still write off as "just consumer." There's also a punctuation mark making a comeback, plus a strong opinion about the best show on television.

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Best Moments:

(00:33) LinkedIn's new peer verification prompts are coming, and saying yes puts your name on their profile

(01:40) Verified LinkedIn members are getting 50% more post engagement and 90% more profile views

(02:45) The three dots are back, and subject lines ending in an ellipsis are seeing an 18% higher open rate

(04:11) 85% of B2B buyers consume business content on personal social channels like Instagram

(04:45) Instagram beat LinkedIn on B2B cost per lead, $138 vs. $202

(06:13) Why The Great British Baking Show is the best thing on TV, and what Nigella Lawson brings to the judges' table

Jay Schwedelson: 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.

Jay Schwedelson: So they just announced in the last few days that they're basically rolling out peer verification, and this is important because you're gonna get slammed with these notifications. You're 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.

Jay Schwedelson: 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.

Jay Schwedelson: 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 gonna say, "Hey, uh, Joe Schmo says they work at this company, and you work at this company. Can you verify that they work there? Can you verify that you worked on a project with them?"

Jay Schwedelson: And you're gonna be getting these notifications, and it's gonna prompt you to say yes or no. And then when the person gets enough of these verifications, their account is gonna 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?

Jay Schwedelson: 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. So they wanna 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 gonna show up...

Jay Schwedelson: According to TechCrunch, you're then gonna 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?"

Jay Schwedelson: And then you'd endorse them, and then at the bottom of their thing it would show all the endorsements. It... 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, uh, with all of this stuff, uh, out of nowhere.

Jay Schwedelson: So let's talk about something related to email that is kinda cool. So the three dots are back. Ellipses... Can... 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 Worldata Research found that in the last six months, ellipsis use is up 22% year over year.

Jay Schwedelson: And 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 Uh, wait until you see what happened, dot, dot, dot. You're immediately like, "Well, what happened?

Jay Schwedelson: 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, we hate not knowing the rest.

Jay Schwedelson: 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.

Jay Schwedelson: So MarketingCharts came out, and they did research on 1,500 business-to-business, uh, buyers globally, and they found that 85% said they, uh, 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.

Jay Schwedelson: 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. So 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.

Jay Schwedelson: 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. All right, before we get to the ridiculous portion of this podcast, since you didn't ask, I want you to know this, this show is sponsored by CallRail.

Jay Schwedelson: You're like, wait a minute, calls? I don't wanna make phone calls. That's not what CallRail does. All right? 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.

Jay Schwedelson: It's not just phone calls. They are now doing a free trial. If you go to callrail.com/dothis, callrail.com/dothis, 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?

Jay Schwedelson: It is The Great British Baking Show You're like, "Are you serious?" I'm 100% serious. It's now back on Netflix with new episodes dropping every Friday. Why 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, in, in England, they cook weird stuff.

Jay Schwedelson: They go to... And they're, 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, uh, and they're being judged on whatever they bake. If you've never watched it, you gotta watch it. But they always announce, "Today, what you're gonna be baking is the traditional schmooflefoofie," or something.

Jay Schwedelson: I never know what it is. I've never heard of 99% of the desserts that they're supposed to make, and I'm always like, "What's a schmooflefoofie?" I have no idea. But then in, like, a half an hour later, I'm like, "That's the worst schmooflefoofie I've ever seen in my entire life. You are incompetent," and I'm judging everybody.

Jay Schwedelson: 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 gonna be an awesome judge 'cause she's very direct, she's funny, she's cool.

Jay Schwedelson: So I am, uh, very excited about The Great British Baking Show. I don't know if a schmooflefoofie is a real thing. If it's not, it should be. And listen, uh, 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.

Jay Schwedelson: 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 wanna keep kicking cancer's butt. And, uh, we'll see you at the next one. Thanks.