Day: February 9, 2021

With Influencer Marketing, You Can’t Afford to Set It and Forget It


5 min read

Opinions expressed by Entrepreneur contributors are their own.


‘ Winfluence: Reframing to Ignite Your  is out Feb. 23 via Entrepreneur PressPre-order your copy now via AmazonBarnes & Noble IndieBound Bookshop.

Influence is not a static quality. It’s a status one has to earn, then maintain. That, as much as any fact, underlines the importance for a business to pay close attention to the influencers it uses for marketing efforts. 

Case in point: In 2012, I became somewhat familiar to Entrepreneur readers. In the wake of my first book (No Bullshit : The All-Business, No-Hype Guide to , Que 2011), the magazine engaged me to speak at several events it hosted and allowed me to contribute some social media how-to content here.

By 2015, my book was old news and I sold my popular social media and agency to my business partner. My career journey took me to a senior position at online retailer CafePress and away from time spent being a marketing influencer. 

As I started the process of writing a new book in the fall of 2019, the reality of the fluctuations in the quality of influence smacked me between the eyes. I

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