I’m getting older (aren’t we all!) and often get super frustrated when trying to find clothing, and skin care that is targeted to me, but uses younger faces and bodies. I want to see things using my type of skin. Or my type of body.

I first heard about our guest Gemma Ede’s range Conviction when someone I love following on Instagram - Emma John, talked about how she was using the product on her skin. Emma’s an incredible stylist and has influenced me before. Last time it was a white linen shirt! 

Using micro-influencers such as Emma to help promote her range wasn’t the initial way Gemma used influencers. She initially started with an agency that offered “big name” or “big following” influencers, and while these all produced good traffic to her website, they often didn’t result in sales, and weren’t the target market Gemma believed she had created her product for: Women over forty needing skincare that was easy to use, felt good and gave her results. 

Her ads often use her own face, or the faces of her customers, with their own stories, and she’s building a range of engaged fans who are helping her sell her product with their own delight.

In this podcast we talk about how Gemma came to create a skincare range, what she’s learned about marketing it, and what’s up for her next. 

(AND for the record - I love and really rate her product. And no - she didn’t pay me to say that!)

In this episode we cover:
How Gemma started her business 
Why she’s now following her gut on her marketing
Why she’s planning to maintain a direct to public model
How she now selects influencers 
Why she uses real people in her advertising



Important Links

Check out Conviction here

Follow Conviction on Instagram

Buy your copy of Be a Spider, Build a Web

Download the free workbook

Become a part of the MAP IT Marketing facebook group

Register interest for Rachel’s content coaching programme

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

I’m getting older (aren’t we all!) and often get super frustrated when trying to find clothing, and skin care that is targeted to me, but uses younger faces and bodies. I want to see things using my type of skin. Or my type of body.
I first heard about our guest Gemma Ede’s range Conviction when someone I love following on Instagram - Emma John, talked about how she was using the product on her skin. Emma’s an incredible stylist and has influenced me before. Last time it was a white linen shirt! 
Using micro-influencers such as Emma to help promote her range wasn’t the initial way Gemma used influencers. She initially started with an agency that offered “big name” or “big following” influencers, and while these all produced good traffic to her website, they often didn’t result in sales, and weren’t the target market Gemma believed she had created her product for: Women over forty needing skincare that was easy to use, felt good and gave her results. 
Her ads often use her own face, or the faces of her customers, with their own stories, and she’s building a range of engaged fans who are helping her sell her product with their own delight.
In this podcast we talk about how Gemma came to create a skincare range, what she’s learned about marketing it, and what’s up for her next. 
(AND for the record - I love and really rate her product. And no - she didn’t pay me to say that!)
In this episode we cover:
<ul>
<li aria-level="1">How Gemma started her business </li>
<li aria-level="1">Why she’s now following her gut on her marketing</li>
<li aria-level="1">Why she’s planning to maintain a direct to public model</li>
<li aria-level="1">How she now selects influencers </li>
<li aria-level="1">Why she uses real people in her advertising</li>
</ul>
 
Important Links
<a href="https://conviction.co.nz/">Check out Conviction here</a>
<a href="https://conviction.co.nz/">Follow Conviction on Instagram</a>
<a href="https://mymapitmarketing.com/products/be-a-spider-build-a-web-sticky-content-marketing-for-small-businesses">Buy your copy of Be a Spider, Build a Web</a>
<a href="http://www.beaspiderbuildaweb.com/">Download the free workbook</a>
<a href="https://www.facebook.com/groups/MAPITwithRachelKlaver/">Become a part of the MAP IT Marketing facebook group</a>
<a href="https://identifymarketing.lpages.co/become-a-content-marketing-master/">Register interest for Rachel’s content coaching programme</a>
<a href="https://www.youtube.com/marketingwithrachelklaver">Rachel’s YouTube Channel</a>
<a href="https://toolbox.identifymarketing.co.nz/my-map-it-marketing-strategy-course/">Join the My MAP IT Marketing Strategy School</a>

Trying to work out how all your marketing fits together is tricky, especially when you're trying to juggle everything else you need to do while running a small business.  MAP IT Marketing steps you through how to create your own marketing map, building out a marketing strategy that is practical, and will help you take action after every episode.

Listen and learn with your host, marketing strategist and coach Rachel Klaver, as she breaks down the steps of building out a marketing action plan specifically for the small business owner. (because we are different than a big company! We have smaller budgets, less resource and far less time!)

Join Rachel as she shares her own business lessons and learning, or enjoy her expert guests talking tactics to help you become more confident in your own marketing. As we walk through all the different steps you need to take to build out your marketing activity, you'll be able to note what you need to do to implement the marketing advice and tactics. Think of it as your own marketing coach, helping you sift through all the small business marketing information, and working out what you need to do next.  

Want a clear direction in your marketing? Let's come make a map. 

Trying to work out how all your marketing fits together is tricky, especially when you're trying to juggle everything else you need to do while running a small business. &nbsp;MAP IT Marketing steps you through how to create your own marketing map, building out a marketing strategy that is practical, and will help you take action after every episode.
Listen and learn with your host, marketing strategist and coach Rachel Klaver, as she breaks down the steps of building out a marketing action plan specifically for the small business owner. (because we are different than a big company! We have smaller budgets, less resource and far less time!)
Join Rachel as she shares her own business lessons and learning, or enjoy her expert guests talking tactics to help you become more confident in your own marketing. As we walk through all the different steps you need to take to build out your marketing activity, you'll be able to note what you need to do to implement the marketing advice and tactics. Think of it as your own marketing coach, helping you sift through all the small business marketing information, and working out what you need to do next. &nbsp;
Want a clear direction in your marketing? Let's come make a map.&nbsp;

MAP IT Marketing

Sticking To Your Convictions For Your Own Brand with Gemma Ede

How to Know When to End a Part of Your Business

Are you a thought leader? Do you think you should be? Do you have to be a thought leader in business these days? If you want to be one, is it as simple as just calling yourself one? What’s the difference between calling your self one, and being one? I had so many questions!

Verity Craft is a speaker, coach, writer and self-described thought leadership nerd (with her love of thought leadership possibly matched only by her obsession with musical theatre). Together with Christina Wedgwood, she's built Intelligent Ink into the go-to for thought leadership here in Aotearoa New Zealand (they like to say they were doing thought leadership before it was cool – who would have thought at school that they'd be trendsetters?)

 They've worked with hundreds of big thinking, purpose-driven experts to maximize their impact, build their reputations, and grow their businesses as thought leaders and authors.

Verity joins me on MAP IT Marketing this week to explain why it’s ok to not love the term and STILL act like one, how to use different thinking skills to stand out from everyone else and why sharing your thoughts might not be the ticket to getting new clients. (It’s not all you need.)

This podcast is FILLED with great nuggets and information - quite frankly I didn’t want the interview to end!

In this episode we cover:
Why you can have an issue with the name “thought leader” and still be one
What makes a thought leader
What isn’t enough to do as a thought leader
How you can build a brand as one
Whether thought leadership is just for those wanting to build a large audience
Why thought leadership content is different from marketing content. 

Important Links

Find out more about YOUR SUCCESS TEAM

Come to Rachel’s Free content strategy workshops

Buy your copy of Be a Spider, Build a Web

Download the free workbook

Become a part of the MAP IT Marketing facebook group

Register interest for Rachel’s content coaching programme

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Are you a thought leader? Do you think you should be? Do you have to be a thought leader in business these days? If you want to be one, is it as simple as just calling yourself one? What’s the difference between calling your self one, and being one? I had so many questions!
Verity Craft is a speaker, coach, writer and self-described thought leadership nerd (with her love of thought leadership possibly matched only by her obsession with musical theatre). Together with Christina Wedgwood, she's built Intelligent Ink into the go-to for thought leadership here in Aotearoa New Zealand (they like to say they were doing thought leadership before it was cool – who would have thought at school that they'd be trendsetters?)
 They've worked with hundreds of big thinking, purpose-driven experts to maximize their impact, build their reputations, and grow their businesses as thought leaders and authors.
Verity joins me on MAP IT Marketing this week to explain why it’s ok to not love the term and STILL act like one, how to use different thinking skills to stand out from everyone else and why sharing your thoughts might not be the ticket to getting new clients. (It’s not all you need.)
This podcast is FILLED with great nuggets and information - quite frankly I didn’t want the interview to end!
In this episode we cover:
<ul>
<li aria-level="1">Why you can have an issue with the name “thought leader” and still be one</li>
<li aria-level="1">What makes a thought leader</li>
<li aria-level="1">What isn’t enough to do as a thought leader</li>
<li aria-level="1">How you can build a brand as one</li>
<li aria-level="1">Whether thought leadership is just for those wanting to build a large audience</li>
<li aria-level="1">Why thought leadership content is different from marketing content. </li>
</ul>
Important Links
<a href="http://www.yoursuccessteam.co.nz">Find out more about YOUR SUCCESS TEAM</a>
<a href="https://www.rachelklaver.com/events">Come to Rachel’s Free content strategy workshops</a>
<a href="https://mymapitmarketing.com/products/be-a-spider-build-a-web-sticky-content-marketing-for-small-businesses">Buy your copy of Be a Spider, Build a Web</a>
<a href="http://www.beaspiderbuildaweb.com/">Download the free workbook</a>
<a href="https://www.facebook.com/groups/MAPITwithRachelKlaver/">Become a part of the MAP IT Marketing facebook group</a>
<a href="https://www.rachelklaver.com/Group-Coaching-Programme">Register interest for Rachel’s content coaching programme</a>
<a href="https://www.youtube.com/marketingwithrachelklaver">Rachel’s YouTube Channel</a>
<a href="https://toolbox.identifymarketing.co.nz/my-map-it-marketing-strategy-course/">Join the My MAP IT Marketing Strategy School</a>

What Is a Thought Leader? And Should You Be One? - With Verity Craft

One of the best parts of being a content marketing veteran (aka, in my 50’s and having been involved in content marketing in one way or the other for over twenty years) is seeing patterns show up in how technology impacts our content and our marketing.

The ebb and flow of “too much info” has been one that we’ve struggled with as humans since the internet became an integral part of our lives. 20 years ago I was writing keyword stuffed four-hundred word blogs for companies that had no consideration for the reader and were all about getting google to notice us. 

It worked for a bit. But then our human need for good content that actually informed us took over and the algorithms adjusted for us. 

AI is creating a flood. People who've been paralysed in content creation or even content creators who just want to pour out as much as possible now have technology to help it. There’s AI everywhere.

And yes. I’m using it.

But I’m also excited about the opportunities other business owners are creating for  me - because the more others create AI generic work, the more my “thinks” - what I call my own ideas, will stand out and be noticed.

They’ll have a different cadence, they’ll feel very human (and possibly even a bit flawed) and my people will find them



In this episode we go over why content marketing is even more of an opportunity for your small business than ever before, why you need to be creating “Confident content” and what I’m doing to help you do just that

In this episode we cover:
Why AI is a gift for us (and not for reasons you think)
What’s going to happen when we reach peak flood and why we need to ride the wave
How to connect better with your content 
What I’m doing to stand out in a sea of “sameness”
Why being brave, and being confident about your own voice matters now, more than ever. 

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

Download OUR free Face of your Business checklist

Download the free workbook

One of the best parts of being a content marketing veteran (aka, in my 50’s and having been involved in content marketing in one way or the other for over twenty years) is seeing patterns show up in how technology impacts our content and our marketing.
The ebb and flow of “too much info” has been one that we’ve struggled with as humans since the internet became an integral part of our lives. 20 years ago I was writing keyword stuffed four-hundred word blogs for companies that had no consideration for the reader and were all about getting google to notice us. 
It worked for a bit. But then our human need for good content that actually informed us took over and the algorithms adjusted for us. 
AI is creating a flood. People who've been paralysed in content creation or even content creators who just want to pour out as much as possible now have technology to help it. There’s AI everywhere.
And yes. I’m using it.
But I’m also excited about the opportunities other business owners are creating for  me - because the more others create AI generic work, the more my “thinks” - what I call my own ideas, will stand out and be noticed.
They’ll have a different cadence, they’ll feel very human (and possibly even a bit flawed) and my people will find them
 
In this episode we go over why content marketing is even more of an opportunity for your small business than ever before, why you need to be creating “Confident content” and what I’m doing to help you do just that
In this episode we cover:
<ul>
<li aria-level="1">Why AI is a gift for us (and not for reasons you think)</li>
<li aria-level="1">What’s going to happen when we reach peak flood and why we need to ride the wave</li>
<li aria-level="1">How to connect better with your content </li>
<li aria-level="1">What I’m doing to stand out in a sea of “sameness”</li>
<li aria-level="1">Why being brave, and being confident about your own voice matters now, more than ever. </li>
</ul>
Important Links
<a href="https://www.rachelklaver.com/events">Come to Rachel’s Free content strategy workshops</a>
<a href="https://identifymarketing.lpages.co/become-a-content-marketing-master/">Register interest for Rachel’s content coaching programme</a>
<a href="https://hellohumanbyrachelklaver.substack.com/">Rachel’s SUBSTACK</a>
<a href="https://www.youtube.com/marketingwithrachelklaver">Rachel’s YouTube Channel</a>
<a href="https://toolbox.identifymarketing.co.nz/my-map-it-marketing-strategy-course/">Join the My MAP IT Marketing Strategy School</a>
<a href="https://www.facebook.com/groups/MAPITwithRachelKlaver/">Become a part of our Facebook group</a>
<a href="https://mymapitmarketing.com/products/be-a-spider-build-a-web-sticky-content-marketing-for-small-businesses">Buy your copy of Be a Spider, Build a Web</a>
<a href="https://identify.ac-page.com/be-the-face-of-your-business-checklistcklist/">Download OUR free Face of your Business checklist</a>
<a href="http://www.beaspiderbuildaweb.com/">Download the free workbook</a>

Sticking To Your Convictions For Your Own Brand with Gemma Ede

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