This is a BONUS EPISODE of the Digital Marketing Podcast by Exposure Ninja

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The marketing landscape is becoming increasingly automated and impersonal — yet consumers are longing for authentic connections before making major purchasing decisions.

This disconnect creates an unprecedented opportunity for forward-thinking marketers willing to take a radical approach: putting humans back at the center of their strategy.

Over $1 trillion was spent on advertising last year, but studies show people only remember about 3% of the ads they see. That means roughly $950 billion was wasted on forgettable marketing that failed to create meaningful connections.

In this episode, Exposure Ninja's CEO, Charlie Marchant, is joined by Phil Tregus-Evans, CEO of Giraffe Social Media and author of the new book "Human First Marketing," who reveals:

• Why treating B2B customers as data points rather than humans is destroying trust and wasting marketing budgets (and the simple shift that instantly changes how prospects respond)

• The shocking problems with the traditional marketing funnel that dates back to 1898 (and the innovative "Pinball Method" that accurately reflects how modern buyers actually make decisions)

• A practical framework called EMPATH that replaces outdated customer avatars with nuanced human understanding that captures what demographics consistently miss

• How to strategically balance AI implementation with authentic human connection (avoiding the "lazy AI" trap that makes your content instantly forgettable)

In this episode, you'll discover why putting real team members at the forefront of your marketing substantially increases conversion rates and how leading brands are rebuilding trust in an increasingly sceptical marketplace.

As Phil explains: "I think with the advance of data and all of the different ways we now do marketing, we've kind of lost touch a little bit with the fact that when you boil it down, marketing is just one group of humans trying to demonstrate the value they can provide to another group of humans."

If your competitors are fixated on automation while neglecting the human element, this episode provides your roadmap to meaningful differentiation that drives sustainable growth through authentic connection.

Welcome to The Dojo, a search marketing news podcast for goal-driven marketing leaders, hosted by Exposure Ninja, featuring Charlie Marchant (CEO) and Dale Davies (Head of Marketing).

"Sorry, you can’t sprinkle some experiences on your web pages."

Google just dropped a bombshell statement claiming "you can't add E-E-A-T to your website" — but this widely misinterpreted comment hides a crucial truth that forward-thinking marketers need to understand.

While Google's John Mueller dismissed the idea of "sprinkling experience on your web pages," what he was actually pushing back against, in our opinion, was artificial attempts to fake expertise through AI-generated authors and fabricated credentials.

For businesses committed to authentic marketing, this distinction matters enormously — because genuine E-E-A-T signals remain one of the most powerful drivers of both search visibility and conversion rates.

In this episode, we unpack:

• The full context of Mueller's comments — and why they've been dangerously misinterpreted by some in the industry

• Why E-E-A-T matters for all businesses — not just those in YMYL (Your Money, Your Life) categories

• Actionable frameworks for authentically showcasing your expertise, experience, authority, and trustworthiness that satisfy both Google and potential customers

• How E-E-A-T extends beyond SEO into every stage of your marketing funnel — from ads to emails to conversion optimization

• The evolving relationship between links, mentions, and E-E-A-T signals — and why quality third-party validation remains crucial

Charlie and Dale share practical implementation strategies based on work with real clients across multiple sectors, demonstrating how authentic expertise signals drive measurable business outcomes.

As Charlie explains in the episode:

"For businesses targeting decision-makers, seeing experience and expertise is crucial. Going beyond just content ranking and thinking about purchasing decisions — businesses absolutely want to purchase from other businesses that show credentials and experience. You trust them more than businesses where you're not seeing that."

If you're ready to move beyond simplistic interpretations and implement a sophisticated E-E-A-T strategy that drives both rankings and revenue, this episode provides your complete action plan.

Get the show notes: https://exposureninja.com/podcast/dojo-47/

Listen to these episodes next:

Everything Marketing Leaders Should Know About Google’s NEW AI Mode

https://exposureninja.com/podcast/dojo-46/

Copy This IMPACTFUL Brand Marketing Strategy in 2025

https://exposureninja.com/podcast/extra-048/

Copy This PERFECT Digital Marketing Strategy in 2025

https://exposureninja.com/podcast/extra-047/

Is your website failing to convert visitors into customers?

The problem might be deeper than you think — and it could be costing your business significant revenue every day.

For most businesses, your website is your single most important marketing asset. Yet many marketing leaders struggle to pinpoint exactly why their sites underperform or how to effectively advocate for redesign investment with stakeholders.

In this episode, I reveal the five critical warning signs that your website urgently needs a redesign:

• The embarrassment test — why the reluctance to share your website is the most telling indicator

• The conversion-killing mistake that 72% of B2B websites make with their calls to action

• Why tracking limitations alone can justify a complete website overhaul

• The hidden danger of proprietary platforms that could leave your digital presence stranded

• Why award-winning "pretty" websites often deliver abysmal business results

I'll share real-world case studies including how one client achieved a 5.4x conversion rate increase after addressing these fundamental issues, and how another generated so many leads they had to start referring business to competitors — all during a period of flat industry demand.

As I explain in the podcast:

"Continuing to drive traffic to a website you're not proud of is like pouring water into a leaky bucket. Before investing heavily in traffic generation, fix the fundamentals."

If you suspect your website might be underperforming but aren't sure exactly why — or need compelling evidence to convince your leadership team that redesign investment is justified — this episode provides the framework and data points you need.

Get the show notes:

https://exposureninja.com/podcast/352/

Listen to these episodes next:

Listen to This Podcast If Your Website Converts Less than 2%

https://exposureninja.com/podcast/327/

These Mistakes KILL Conversion Rates

https://exposureninja.com/podcast/290/

THIS Is Why Your LANDING PAGES Don’t Convert

https://exposureninja.com/podcast/261/