Not every marketing department has a large budget, and not every marketer has the endless resources needed to hire top-flight designers, editors, photographers, and videographers to create big-budget campaigns. So, what do you do if you’re a marketer that is confined to a strict budget? You do what marketers do and you get creative.

“What we’re doing with Fiverr, we are building a super brand one step at a time, and one step after another. If you are limited with budget, and you need to be creative and smart and brave, this is where the magic really is. This is how we want to build Fiverr as a brand. We want to be a brand that people will talk about and marketers will talk about because they’re going to learn from it.”

Fiverr originated as a website for quick five-dollar jobs, and has scaled into a two-sided marketplace for freelancers and job seekers, allowing marketers the opportunity to source quality work while trying out multiple freelancers.

Gali Arnon is at the center of it all, and as the CMO of Fiverr, she’s working to evolve the company’s image into a well-known super brand. On this episode of Marketing Trends, Gali discusses how Fiverr uses influencer marketing to organically push the brand’s presence on digital platforms, and she also details how a recent brand refresh is putting the company’s old mantra of five-dollar jobs in the rearview mirror.

Main Takeaways:

• The Power of Influencers: Influencers remain a savvy way for marketers to gain organic awareness while also aligning the views of the company with the people that actually use the product. YouTube is one channel where influencers can tell their story in an organic and meaningful way without being confined to advertising time slots.
• The Makings of a Superbrand: Brands are not made overnight and your brand’s story is not written when you first launch. As your brand evolves, so must your message. Your base users may remain the same, but your target audience’s needs and expectations are constantly changing, so your brand needs to pivot as well.
• Have to Show Up: If you’re a digital marketer or an ecommerce company, search should remain an integral pillar of your marketing strategy. Whether that is through paid acquisitions or SEO, if consumers are not able to find you, or locate what they are looking for while on your site, it’s a missed opportunity to attract them to your brand and introduce them to your story.

Key Quotes:

“What we’re doing with Fiverr, we are building a super brand one step at a time, and one step after another. If you are limited with budget and you need to be creative and smart and brave, this is where the magic really is. This is how we want to build Fiverr as a brand. We want to be a brand that people will talk about and marketers will talk about because they’re going to learn from it.”

“The way you build a brand, you don’t just do it overnight. There’s not one moment in time that will create your brand.”

“We’re trying to use those magic moments of satisfaction and delight in order to expand.”

“Search is a very important pillar in our strategy. We are an ecommerce experience and we are a digital native company. The way we look at it is that we want to make sure that for every single intent that exists, that has to do with digital service, you’re searching for something that can be found on our platform. We want to be there.”

“Marketing in the digital era really requires marketers to be able to use both their left and right hemispheres. In the digital world, you need  to combine analytical skills together with creativity, and understanding the psychology of consumers.”

Bio:

Gali Arnon is Chief Marketing Officer at Fiverr International Ltd. Prior to assuming the role of CMO for Fiverr, Arnon previously occupied the position of Chief Executive Officer of Brightcom Group Ltd., Senior Vice President-Marketing & Operations at SimilarWeb Ltd. and Vice President of 888 Holdings Plc.

She received an undergraduate degree and an MBA from Tel-Aviv University.

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