Fiverrs Journey to building a household name –  Liron Smadja, Senior Director of Global Brand Marketing

Notes from Amon Kiplagat – thank you!!

Viral Age ( 2010 – 2014 )

• Understand your positioning
  • Start with Google trends
  • Look at reviews to see what people love and what people don’t love
  • Look at Reddit to see conversations about what people like and don’t like
  • Tools: Glimpse, Google alerts, FAQ Fox & Product Hunt
• Milk every opportunity/win to reach out to people to build trust and validate what you’re doing
• Build Word of Mouth through your product. Customer referrals, Affiliate programs
• Run like a hamster to meet & connect with your customers to build a community

Conversion Age ( 2014 – 2017 )

• Be customer-oriented – Do your research into your customers –
  • A/B Test to get more insight into your customers.
  • Continuously A/B Test. It’s never-ending.
  • Tools: Unbounce, Typeform
• Your core business competence is important.
  • It’s not what you think you are it’s what your customers think you are.
• Focus on the Prize – The end goal

Branding Age ( 2017 – 2021 )

• Stop talking about your product and more about what you stand for. The best brands:
  • Change the perception of the world: what do you offer the world
  • Aren’t just differentiated; They make a difference
  • Engage people’s emotions & Help people help themselves
• Clearly define & Know your target audience
• Focus on telling your customer stories to build an authentic brand
• Be real and authentic
  • Find out who cares
  • Make people feel something
  • “That’s so me” – I relate to that.
• Make trust your Northern Star
  • Focus on your customer journey and tell your story
• Target on belonging
  • Make your audience feel like they belong to something bigger.
• Keep growing, Keep learning & Stay Curious
  • Tools: Fiverr, Zest, BookLets, Mentor List, Really Good Emails, Muzli