Why Fiverr is More than Just Five-Dollar Jobs
How Fiverr underwent a full brand makeover during the COVID-19 pandemic
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,” said Gali Arnon, Fiverr’s CMO. “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.”
Learning from freelance artists is one thing, deploying them into your marketing strategy is another. But to help marketers and companies alike learn more about how they can best use their services, Arnon said Fiverr has leaned heavily into influencer marketing and search optimization to make sure they are not only getting their message across in an organic way, but also that they are showing up where their customers are.
“Search is a very important pillar in our strategy,” Arnon said. “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.”
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.
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