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

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