Digital Marketing From The Coalface Podcast Por Dave Robinson arte de portada

Digital Marketing From The Coalface

Digital Marketing From The Coalface

De: Dave Robinson
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Digital marketing advice, tips and opinions from people actively working on campaigns. Simple plain English help from people at the coalface for people at the coalface of digital marketing.Red Evolution Ltd Economía Marketing Marketing y Ventas
Episodios
  • Surviving the AI Traffic Drop: The Rise of Search Everywhere Optimisation

    Surviving the AI Traffic Drop: The Rise of Search Everywhere Optimisation
    Apr 15 2026
    Noticing a drop in organic traffic even though your rankings haven't changed? You're not alone. With Google AI overviews now triggering on 48% of all search queries, organic click-through rates are dropping by 61% when these overviews appear. To put it simply, users are getting their answers directly from AI, eliminating the need to click through to your website. In this episode of Digital Marketing from the Coalface, Dave and Julie explore the 2026 remix of the classic debate: Is SEO dead? Together, they dive deep into the necessary pivot towards "search everywhere optimisation". For tech and engineering brands, the goal is no longer just ranking on page one of Google; it is ensuring your brand and products are cited by AI engines like ChatGPT and Perplexity. So, what are the new rules of content, and how to prevent AI from simply hoovering it up? Might the answer lie in injecting unique company insights, hyper-specific geographic data, and proprietary case studies that AI cannot replicate? Who knows! What about the very real anti-AI content backlash? The discussion also focuses on how to leverage AI for rapid data analysis without producing unreadable, mass-produced content. It's all very confusing, but that's no reason to let AI run wild with your website. You have to start positioning your engineering or tech firm to win in the era of AI search.
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    42 m
  • AI in Google Ads, Otterly.ai & AI-Driven Agency Operations

    AI in Google Ads, Otterly.ai & AI-Driven Agency Operations
    Apr 6 2026
    Welcome back to Digital Marketing from the Coalface with Dave and Julie. In this episode, we dive deep into the rapidly shifting landscape of AI in search engines and internal operations, hopefully bringing practical insights for businesses trying to stay ahead of the curve. Whether you are navigating high-intent B2B lead generation or looking to streamline your internal tools using AI, this episode covers the tactical realities of digital marketing today.

    We start by sharing our early thoughts on Otterly.ai, a new tool designed to track how often your brand or website is cited in AI engines like ChatGPT and Perplexity.

    We also talk about how Google is now experimenting with placing search and shopping ads directly within AI Overviews and "AI Mode". What does this mean for advertisers, and why are ads appearing next to AI snippets showing strong early conversion signals? We try to answer these questions.

    We share our experience using Google AI Max and how it failed us miserably. We confirm that B2B ads for niche industries still need human oversight to perform well and not waste budgets away.

    And more AI in marketing-related topics!

    Listen now to stay ahead of the AI curve in your digital strategy!
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    45 m
  • Stop Selling "Solutions": Should Engineers Run Your Marketing? Bridging the Technical-Marketing Divide

    Stop Selling "Solutions": Should Engineers Run Your Marketing? Bridging the Technical-Marketing Divide
    Mar 27 2026
    Are you selling "global solutions to world-class problems"? If so, please stop. Your marketing messaging is likely confusing your buyers and costing you leads. In this episode of Digital Marketing from the Coalface, Dave and Julie dives into the marketing challenges faced by tech, industrial, and engineering companies. They explore why highly technical companies often fall into the trap of listing off features rather than focusing on the actual outcomes their clients want to buy. If your marketing materials can't pass the "So what?" test, this episode is for you. In this episode, they cover:
    • The "So What?" Test for Technical Messaging: why relying on jargon and lazy buzzwords like "solutions" is destroying your pitches, and how to effectively position your firm as a "safe pair of hands".
    • Should Engineers Run Your Marketing?: let's discuss the crucial balance between highly practical engineering teams and marketing professionals. Learn why your best technical minds make incredible subject matter experts, but shouldn't be left alone to run the marketing strategy.
    • The Myth of the Marketing "Unicorn": Why hiring a single marketing manager to handle strategy, content, paid advertising, and video editing is an impossible expectation.
    • Navigating Complex B2B Sales Cycles: Why ROI is incredibly difficult to track across an 18-month engineering sales cycle, and the hidden dangers of pausing your marketing budget when times get tough.
    • AI Workflows for Tech Leaders: Practical tips for using Google's NotebookLM to distil massive technical documents into audio summaries, and how to supercharge Claude using Zapier integrations to automate your inbox and calendar.
    • Overcoming Imposter Syndrome: A candid chat about navigating intimidating corporate boardrooms, class backgrounds, and dealing with the feeling that you're going to be "found out".
    Whether you are an engineering director looking to better understand your marketing department, or a tech CEO trying to refine your company's core message, this episode offers practical, no-nonsense advice to help you communicate your true value. Brought to you by Red Evolution (a proud B Corp in case you missed that part).
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    47 m
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