Story Systems

Google Ads is perhaps the fastest way to drive qualified clicks into your story systems.

I've managed ads for a LOT of different products and services over the years. I've seen what works, what doesn't, and what's changing.

In Episode 15 of Story Systems, I discuss the importance of understanding the various components of Google Ads, the significance of identifying market demand (the 'bleeding neck'), navigating the complexities of the platform, and the learning phases involved in running successful campaigns.

Chapters:

00:00: Introduction to Google Ads and Early Experiences

03:03: Understanding Google Ads: The Basics

04:26: The Bleeding Neck: Identifying Market Demand

13:18: The Complexity Cycle: Navigating Google Ads

21:47: The Learning Phase: Human vs. Machine Learning

28:37: Bonus Thoughts: Diversifying Traffic Sources and Remarketing

---

For help with your ads check out my 'Borrow My Brain' consulting service.

Rob discusses the evolution and effectiveness of LinkedIn ads, sharing insights from his experiences from more than 15 years of ads management. Learn about the importance of lead quality, the pay-to-play nature of EVERY ad network, and the need to nurture leads with consistent and authentic storytelling.

Prefer to read? Download the PDF Companion

Takeaways:

• LinkedIn ads have evolved, offering more affordable lead generation options.
• The 'opt-in paradox of lead quality' means that increasing spend can (sometimes) decrease quality
• For consistent leads, LinkedIn is a 'pay to play' environment, not a free public utility
• There will always be newsfeed / sponsored message ads for foreseeable future
• There are unlimited options for targeting and creative
• Clicks will continue to be expensive: the challenge is to make the numbers work for you
• You do have to nurture your leads. Nobody goes to LinkedIn to book a call with you
• Clicks on LinkedIn can be expensive, but LinkedIn will deliver impressions to the right people
• Take tracking seriously. Don’t be scared of ‘conversions API’

Chapters:

00:00: The Evolution of LinkedIn Marketing

07:05: Understanding LinkedIn Ads

14:29: Navigating the LinkedIn Advertising Landscape

18:45: The Importance of Engagement and Nurturing Leads

23:41: Tracking and Measuring Success

---

To work with Rob, head to https://storysellinglab.co.uk/. Details about Rob's 'Conversation Kickstart' LinkedIn Ads setup service can be found at https://storysellinglab.co.uk/linkedin-ads/.

No matter how good your storytelling, every business needs at least one consistent source of new leads. For many of the businesses I work with, that source is paid ads across Google, Meta, or LinkedIn.

Which brings us to the 'Ads Manager' role. If your business relies on ads to generate new leads, the ads manager is one of the first roles to get help with. But what should you look for in a prospective ads manager?

On this episode, I discuss:

1. The (growing) need for a holistic approach
2. The key ingredient in any successful paid ads strategy
3. How fast to expect results

If you're running ads across any major ad network, or are considering doing so, you'll want to listen to this episode.

---

For help developing your paiud ads strategy, take a look at my 'Borrow My Brain' consulting service. The other link mentioned towards the end of the episode was my monthly Story Inspiration calls.

Marketers used to live under the illusion that bigger profits could always be unlocked by uncovering the right combination of words. "If only I could create the ideal sales page, all by business problems would go away!"

Perhaps I'm giving copywriters a hard time. After all, finding the right words to move people at an emotional level is still the foundation of every sale. For the words and stories that matter, those words are more likely to come from a person, not a machine. Have a listen to this episode of the Story Systems podcast to learn:

• How the role of the copywriter has changed with AI
• How ANYONE can sit in the copywriter role, at least for a time
• Why big ideas are more valuable and scarce than ever
• How best to support your copywriter

---

Get help - head to https://storysellinglab.co.uk/jumpstart-service/

There are two colossal, evergreen problems in marketing:

1. Knowing what to do to move the sales needle
2. Getting stuff done

Even today, in the age of 'AI Will Do Everything' getting stuff done is as big a problem as ever. You can't work on any single part of your marketing without realising it comes attached to everything else. You can't edit a sales page without updating at least one email sequence, remarketing ad, upsell offer, upsell email sequence, etc.

Which is where the implementer steps in!

The implementer is the person responsible for getting the right things done; quickly, efficiently, and in an organised accessible way. The right implementer for you may not be the right implementer for me, and good implementers with a degree of strategic discernment are hard to come by.

Have a listen to this episode of the Story Systems podcast to learn more.

---

Get help - head to https://storysellinglab.co.uk/jumpstart-service/

Doing anything in marketing always raises at least seven unexpected questions. For instance, what sequences need to go out? What landing pages will you need? What automation needs to happen when a contact clicks through to the landing page? Do you need a bump or upsell offer?

Consequently, you can never disentangle the messaging from the technology, so you need somebody on your team to both recommend and implement the right tools for your business.

I call that person the 'Systems Expert' - learn more in today's episode.

Takeaways

• Think about your systems before thinking about tech. Hire technology to automate a pre-existing system
• Most business owners need help with this
• Keep things simple where possible. It is harder and more elegant to create an efficient system that reliably works
• Get the most out of your chosen tools. Don't hire a Ferrari then leave it in the garage.
• Maintain accurate documentation
• You CAN do this - take responsibility for your systems
• The systems expert may not be the implementer
• Once you have the basics in place lean more into segmentation to streamline the customer journey

Get help - head to https://storysellinglab.co.uk/jumpstart-service/

In the last episode, we introduced the role of the 'Conversation Partner': the person who helps to extract content and stories from the business owner.

The next step in the content creation process is then to analyse the conversation and determine what will be used where. I call this person the 'Conversation Analyst'...

Takeaways

• The conversation analyst's role is to distil meaning from information.
• Avoid editing during the initial analysis phase.
• AI can assist but should not replace human analysis.
• Timers can help maintain focus during analysis.
• The conversation analyst is a strategically important role if you want to create content that stands out

Chapters

03:12 The Role of the Conversation Analyst

08:01 Condensation: The Art of Highlighting Key Insights

12:00 Avoiding the Weeds: Staying Focused on Analysis

12:48 Tech in Analysis: The Role of AI

18:38 Balancing Human Insight and Technology

---

Prefer to read? Open the transcript

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

To work with me as your Conversation Analyst, you can also check out Activate Your Podcast.

One of the biggest changes in marketing and content creation has been a shift towards a 'conversation-first' approach. To create content in conversation requires a regular, ongoing chat with someone I call the 'conversation partner'.

In principle, the conversation partner can be anyone, but there's more to the role than meets the eye...

Takeaways

• Active listening is required!
• The conversation partner must be able to guide the conversation without dominating it.
• Recording conversations has become much easier.
• The conversation partner provides the human element in marketing.
• Anyone can become a conversation partner with practice.
• Record in as high quality as possible - plus some simple tips

Chapters

00:00: The Journey from Copywriter to Conversation Partner

03:18: The Role of the Conversation Partner

06:02: Podcasting and the Conversation Partner

13:46: Listening: The Key to Effective Conversations

13:52: Destination: Understanding the Purpose of Conversations

18:20: Recording: Capturing Quality Conversations

25:23: Recap and Reflections on the Conversation Partner Role

---

Prefer to read: Open the transcript

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

To work with me as your Conversation Partner, you can also check out Activate Your Podcast.

Bad news: it's a substantial amount of work to tell your story and build effective marketing systems in your business. So if you're a busy business owner, how much of the grunt work of marketing should you be doing yourself?

Find out in this episode of the Story Systems podcast.

Takeaways:

• You can't do everything yourself, at least beyond the initial start-up phase
• The role of the business owner is to provide clarity and direction.
• Most business owners should limit their hands-on marketing efforts.
• Purpose in business emerges from engaging with the work.
• Take a self-inventory of your strengths and interests
• AI is changing the landscape of marketing.
• Effective marketing requires a balance of skills and outsourcing.
• Future episodes will explore specific roles in business systems.

Chapters:

00:00: Building Efficient Story Systems

02:13: The Role of the Business Owner

17:14: Purpose and Direction in Business

19:46: Self-Inventory and Marketing Predisposition

---

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores simple ways to optimise your marketing follow-up systems - without losing your evenings and weekends!

Prefer to read? Read the Text Version

Takeaways:

• Macro testing involves assessing the overall structure and audience targeting.
• Micro testing focuses on specific elements within marketing campaigns.
• Document tests to avoid repeating past mistakes.
• Keep track of key metrics to identify bottlenecks in your marketing.
• A/B testing can optimise email engagement rates.
• Occasionally revisit previously conclusive tests

Chapters:

00:00: The Concept of Refinement in Marketing

02:41: Macro Testing: The Big Picture

06:35: Micro Testing: Fine-Tuning Your Approach

17:53: The Importance of Testing Logs

---

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/