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• A practical framework called EMPATH that replaces outdated customer avatars with nuanced human understanding that captures what demographics consistently miss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

Google's new AI Mode is revolutionising search results — and marketing leaders must adapt their strategies now to maintain visibility and traffic.

Currently in US labs testing, AI Mode completely transforms the traditional search experience by providing fully AI-generated answers rather than the familiar "10 blue links" we've relied on for decades.

For B2B marketing leaders responsible for lead generation and pipeline growth, this shift represents both a significant threat and a strategic opportunity.

In this episode of The Dojo, Charlie and Dale reveal:

• The key differences between AI Mode and the existing AI overviews already appearing in 10% of search results globally
• Google's accidental leak showing 47 different specialised AI search modes being tested — suggesting a future where search experiences are highly tailored to specific industries and query types
• Why traditional SEO strategies focused solely on keyword rankings may leave your business vulnerable as AI-generated answers reduce click-through rates
• A comprehensive five-part framework for protecting your search traffic and positioning your brand for success in an AI-first search ecosystem

I'll also share insights on which types of searches are most vulnerable to disruption (hint: it's not necessarily your bottom-of-funnel commercial keywords) and why digital PR and brand building are becoming even more critical in this new landscape.

As Charlie explains in the podcast:

"I think there's probably a lot of businesses now wishing that they'd really invested more in digital PR and worried a little less about specifically getting a backlink on a certain keyword over the past five years, because that would really be setting them up well now for the direction that we're actually heading in."

If you're concerned about maintaining your search visibility and traffic as Google pushes forward with AI Mode, this episode provides the strategic roadmap you need to not just survive but thrive in the evolving search landscape.

Get the show notes:https://exposureninja.com/podcast/dojo-46/

Listen to these episodes next:

Copy This PROVEN Digital PR Strategy in 2025
https://exposureninja.com/podcast/extra-049/

Copy This FLAWLESS Content Marketing Strategy in 2025
https://exposureninja.com/podcast/extra-044/

Copy This IMPACTFUL Brand Marketing Strategy in 2025
https://exposureninja.com/podcast/extra-048/

eCommerce giant Sephora has built a $7.2 billion brand with masterful traditional search dominance, but they're making a critical mistake that could cost them millions in the emerging AI search landscape.

While Sephora excels with 18 million monthly organic visits and prime rankings for competitive keywords, our analysis reveals they're almost completely invisible in AI search results — leaving them dangerously exposed as consumer behaviour shifts.

The numbers for global changes in AI-source shopping behaviour tell a compelling story:

• AI search referrals increased 1,300% in the last holiday season

• 39% of consumers now use AI search for online shopping

• 47% rely on AI for product recommendations

In this episode, I reveal:

• How Sephora built their traditional search empire through elite backlinks and technical optimisation

• Why their minimal content strategy is failing catastrophically in AI search environments

• The stark visibility gap between their Google rankings and AI overview inclusion

• Specific strategies that both established brands and challengers can implement to avoid Sephora's mistakes

I'll share real examples of how smaller competitors like Molton Brown are outperforming Sephora in AI search despite having far fewer resources simply by providing genuine expertise through content.

As I explain in the episode:

"Of Sephora's top traffic-driving pages, the vast majority are being excluded from AI overviews even when they rank in the top 3 organic positions for the same query."

This trend represents both a warning for established brands and a golden opportunity for challengers to gain visibility against previously untouchable competitors.

Whether you're protecting market dominance or fighting to disrupt entrenched players, this analysis provides actionable strategies to strengthen your position as AI increasingly determines which brands consumers discover.

Get the show notes:

⁠⁠⁠https://exposureninja.com/podcast/351/⁠⁠⁠

Listen to these episodes next:

Has Google’s NEW AI Search Changed SEO AGAIN?

https://exposureninja.com/podcast/350/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

How To Rank in Perplexity AI (with Client Examples)

https://exposureninja.com/podcast/349/

The following is a BONUS EPISODE recorded by the Exposure Ninja team.

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Email marketing continues to deliver the highest ROI of any digital channel in 2025 — but only for marketers who understand the critical shifts transforming this landscape.

While many marketing leaders report diminishing returns from their email efforts, forward-thinking teams are leveraging new approaches that generate extraordinary results in both B2B and B2C environments.

For businesses targeting high-value decision-makers, understanding these evolving strategies isn't just valuable — it's essential for survival in an increasingly competitive digital marketplace.

In this episode, we reveal:

• The crucial differences between B2B and B2C email strategies in 2025 — including how the "legitimate interest" provision in GDPR creates powerful opportunities for targeted business outreach

• Why affordable data platforms like Apollo.io have revolutionized B2B email marketing by democratising access to high-quality business contact information

• How to combat inbox saturation through a decisive shift from quantity to quality (most executives now receive 5-10 cold emails daily and automatically ignore generic outreach)

• The non-negotiable importance of revenue attribution and how to implement proper tracking for every email campaign

• A comprehensive 7-step checklist for building a high-ROI email marketing machine

I'll share practical insights from email marketing experts about the specific metrics that matter in 2025 and how to use AI to enhance — not replace — the human element in your communications.

As our Email Marketing Team Manager Lennox Potts explains in the episode:

"There's going to be a massive shift from quantity to quality and it's already happening if you want to get decent open rates and decent click through rates because everyone out there now is doing some form of email marketing."

If you're ready to transform your email marketing from an underperforming channel into your most powerful revenue driver, this episode provides your complete blueprint for success in 2025.

Get the show notes:

⁠⁠⁠https://exposureninja.com/podcast/extra-050/⁠⁠

Listen to the entire marketing strategies series:

⁠⁠https://exposure.ninja/strategies-2025⁠⁠

Listen to these episodes next:

Copy This PERFECT Digital Marketing Strategy in 2025

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

Copy This UNBEATABLE SEO Strategy in 2025

https://exposureninja.com/podcast/extra-046/

Copy This PROFITABLE Paid Search Strategy in 2025

https://exposureninja.com/podcast/extra-045/

NOTICE — I tried to do this as an audio-only recording, but it doesn't make sense unless you see what I'm screen sharing.

If you want to watch the video properly, visit exposure.ninja/ai-mode to watch the video on YouTube instead.

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The search landscape is evolving yet again, with Google launching AI Mode – a direct response to emerging AI search tools like Perplexity that threatens to reshape SEO fundamentals for forward-thinking marketers.

While still in testing and limited to US users of Google's paid AI plan, AI Mode signals Google's recognition that traditional search is under threat – offering unprecedented opportunities for businesses that adapt quickly.

In this episode, I reveal:

• The mechanics behind Google's AI Mode and how it uses "query fan-out" techniques to generate responses by breaking down your original search into multiple background queries
• Why AI Mode's sources mirror those used by Perplexity – primarily high-ranking, high-authority third-party websites rather than brand sites
• Strategies to increase your chances of being recommended in AI search results, including the critical two-pronged approach combining traditional SEO with strategic third-party placements
• How our client Zugu Case secured recommendations in Google AI Mode through features in publications like ZDNet and Wired
• Why Google's careful positioning of websites as "corroborating results" rather than "sources" reveals their concerns about publisher traffic cannibalisation

As I explain in the episode:

"Google clearly perceives a threat from the likes of Perplexity to be rolling out yet another type of AI-driven search engine. I think if they weren't already seeing a significant traffic drop as a result of people moving over to these AI tools, they wouldn't even be testing this type of thing."

If you're ready to implement Generative Engine Optimisation strategies while your competitors remain unaware of these fundamental changes, this episode provides your complete action plan for adapting to this latest evolution in search.

Request a Marketing Review:

https://exposureninja.com/review/

Get the show notes:

https://exposureninja.com/podcast/350/

Watch this on YouTube instead:

https://exposure.ninja/ai-mode

Listen to these episodes next:

How To Rank in ChatGPT

https://exposureninja.com/podcast/348/

How SEO Works in 2025

https://exposureninja.com/podcast/346/

How to Get To the Top of Google in 2025

https://exposureninja.com/podcast/345/

The search landscape is evolving beyond Google, and Perplexity.ai is emerging as a powerful new player for high-value audiences — creating unprecedented opportunities for forward-thinking marketers.

While still smaller than Google at 15 million monthly active users, Perplexity's audience is exceptionally valuable:

30% hold senior leadership positions and 65% work in high-income white-collar professions.

For businesses targeting decision-makers with spending power, mastering Perplexity optimisation isn't just smart — it's becoming essential.

In this episode, I reveal:

• The hidden mechanics behind how Perplexity selects which brands to recommend (including how it parses queries and builds its unique search index)

• Strategies to make your brand appear in Perplexity's responses — including why getting featured in lists on high-authority websites dramatically increases your chances of recommendation

• Why Perplexity "prefers to cite multiple types of sources" and how to leverage this preference across your own website, third-party sites, and user-generated content platforms

• The exact content formats that Perplexity favours (based on client examples)

I'll share real-world success stories, including how we helped Zugu Case become the top-recommended iPad case in Perplexity results by securing strategic placements on high-authority sites like ZDNet.

As I explain in the pod:

"Perplexity isn't searching Google for these queries. Instead, it has its own search index that prioritises the most authoritative and trustworthy sites. Your chances of being recommended increase if your products or services are featured in lists, particularly those on high-authority websites."

If you're ready to implement these strategies while your competitors remain fixated solely on traditional SEO, this episode provides your complete action plan for dominating this powerful new search platform.

Request a Marketing Review:

https://exposureninja.com/review/

Get the show notes:

https://exposureninja.com/podcast/349/

Watch this as a video instead:

https://exposure.ninja/rank-perplexity

Listen to these episodes next:

How To Rank in ChatGPT

https://exposureninja.com/podcast/348/

How SEO Works in 2025

https://exposureninja.com/podcast/346/

How to Get To the Top of Google in 2025

https://exposureninja.com/podcast/345/