how to build an influencer marketing strategy

For example, you don’t want multiple people on your team reaching out to the same influencer, and you don’t want to send the same email over and over. Spend time reviewing their posts, status updates, and website content to make sure it: If you create an influencer marketing strategy that involves guest posting or creating content for the influencer’s website, you will have the best success if you present ideas the influencer can’t refuse. In this article, we’ll cover some fundamentals for how to build an influencer strategy that kills, including steps to: Choose a compensation model Set specific goals and KPIs before launch Make everything as trackable as possible Hаvе a рrоduсt You don't’ want an influencer to get to know you because you are constantly harassing them! Work out what you are trying to achieve (traffic, word of mouth, product launch, better conversion). Influencer marketing is leveraging the reach of an existing influencer who has built a large following and strong brand reputation in a particular niche to support your brand, endorse your product, or co-create content, with the intent to increase brand awareness and … Becoming a great influencer takes focus and honesty, and a lot of speaking and personal marketing -- it’s not something that just anyone could do. This also applies according to audience segmentation and targeting. . This collaboration is aimed at increasing your brand authority, giving your brand exposure in … When you start influencer or guest blogging outreach, it’s essential that you keep your correspondence organized. Influencers build a high amount of trust with their followers. Influencer marketers are people that have built a name for themselves in the digital sphere, and sometimes are just known for their social presence alone -- in other words, they may be “Instagram famous” or “YouTube sensations.”. Before you start looking for influencers, spend time outlining specific details about who you want to connect with through your campaign. It’s better to work with an influencer who has a smaller audience that closely matches your ideal market than to work with an influencer who has a very large audience that doesn’t include your ideal customers. Set your intentions for what you would like to accomplish with your campaign. Enter a term related to the industry or topic you want to gain influence in. You can see what topics your target site’s competitors are focusing on, but your target has not yet created content for. Most often, these influencers are celebrities that … To learn about an audience’s interests, go back to Alexa’s Audience Overlap Tool. Don’t qualify influencers based solely on the size of their audience. Enter your website or the URLs of websites you know have the audience you want to reach. Here’s a breakdown of some of the things you should be doing if your goal is to pursue an influencer marketing strategy. You can pay them to promote your brand. One influencer marketing example is Pantene’s partnership with actress Jada Pinkett Smith. Once you know your audience, it will be easier to identify the top people they follow and websites they use. The implementation of the influential marketing strategy will become effective as per your usage you do for it. This approach will help you deliver content to the influencer that can help them drive traffic to their site. As you consider your options, explore the following types of influencers: Once you determine the type of influencer you want to use, start researching individuals or brands in that space. You can use this list to find sites that will be likely to work with, mention you, or link back to your site because they have already done this for your competitors. Create a buyer persona that includes both demographic and psychographic segmentation. You can inspire an influencer to share your content or messaging on their own. What does it take to “be” an influencer? Three steps for setting up an influencer strategy. An influencer marketing case study: Mulberry. Your goals have to be structured around: So how do you find the right influencer and create a successful influencer marketing campaign? Enter the URL to find other sites that audience also visits. Determine Your Goals and Key Performance Indicators (KPIs) To build a successful influencer strategy, first and foremost, you will have to be goal-oriented. Then sign up for a free trial of Alexa’s Advanced Plan to access our research tools that help you find the best influencers and create the most powerful, results-driven campaigns. But it’s more likely that people understand their value and expect payment -- so don't chase around an influencer that you won't’ be able to afford! While a celebrity is used in this influencer marketing strategy definition, influencer campaigns don’t always have to rely on celebrities. Once you know your goals, it’s time to start thinking about the type of influencer marketing campaign that will help you accomplish your mission. 7. When planning an influencer marketing strategy, you need to start thinking about the most effective way to reach your target audience through someone else's following. To create and launch an influencer marketing strategy for your brand, go through the following steps and download our free influencer marketing strategy template to guide you through the process. This is what makes them not only great at selling themselves, but of course selling other people’s products as well. Download the free worksheet and use the rest of this post to craft a killer influencer marketing strategy from start to finish. When your influencer marketing strategy clearly addresses all these questions, you can be sure to have a strong foundation to build your campaign upon. In influencer marketing, companies form relationships with key influencers within their industry with the hope that those influencers will reference the company or share its content with the influencer's audience. Traditional influencer marketing done right: World Wide Fund for Nature (WWF) WWF is a prime example of how social enterprises can use influencers in their marketing strategy. But just getting an influencer to promote your content or messaging isn’t a sign of success. Develop a system for following up and following through. It’ll involve careful monitoring and follow up. No “sneak attacks” and don’t bombard them with random messages that they have no reason to answer. So in this blog post, I’m going to show you how to develop an influencer marketing strategy in 5 steps. Qualify reach and authority. A product – when vouched for by an influencer and when vouched by the brand itself – creates a drift in the way the user perceives it, While the band may sound preachy, if not plain informational, the influencer will have the power to make the audience perceive it as genuine and trustworthy, by giving the audience a social proof of their contentment with the brand. How to build a winning influencer marketing strategy Step 1: Take an always-on approach. Another key influencer strategy is that they spend a lot of time building authority and credibility in the field that they specialize in -- in other words, everyone in the business knows their name. Click & Tweet! The exposure allows the brand to get in front of their target audience in a positive, natural, and meaningful way. The influencer creates authentic content and often designs actual products that is used in both the brand’s own communication and the influencer’s channels. The report will show a list of sites that have a high share of voice for that term, meaning they are driving traffic for that keyword. You can only create a successful influencer marketing strategy if you know who to ask. Kim is Director of Marketing at Alexa. As you create your plans, use one or more of these ideas to create a customized influencer marketing strategy that works for your brand and audience.. Once you have an idea about your goals and the type of influencer marketing strategy you want to implement, you still aren’t ready to start looking for influencers. The individual then acts as a sort of spokesperson for that product. They’re typically quite prolific, multi-skilled and have an entrepreneurial aptitude. But bear in mind that, the bigger a person is, the more they may expect in the way of compensation. In a marketing context, here are a few key things that a great partnership with an influencer can bring in: Engagement and reach. You have to set clear measurable goals if you want to build an effective influencer marketing strategy. Well, the truth is that they come in all shapes and sizes. Influencer marketing campaigns usually involve three types of relationship triggers: inspire, hire, or a mix of both. Build an influencer strategy to content promotion to goals and KPIs BuzzStream decided to leverage their different segments of influencers at different times. Using Alexa’s Site Overview Tool, you can find metrics related to page views, time on site, bounce rate, number of visitors, number of sites linking in, and Alexa Rank (which indicates how authoritative the site is online). Enter up to 10 sites that reach your ideal audience. Qualify the content and messaging. Use metrics to measure your success depending on the initial marketing objectives you set for the campaign. It’s a time-consuming project. Influencers have a ton of credibility and authority in a given field, and to that end, they’re excellent people to turn to if you’re thinking of marketing a product that fits the brand. But before you reach out to them, you need to make sure they really are a great fit for your brand and goals.Â. So what do people like this have in common? Research Influencers. Influencer marketing is essentially a way that companies can get people who already have a social presence talking about their product. Influencer Marketing Strategy Defined An influencer marketing strategy finds individuals that have a strong influence over a specific target audience or brand industry. Enter the influencer’s site along with up to nine of their competitors, and use the filter to show organic keyword gaps for the site you are targeting. They’re not afraid to speak their mind, take charge and take risks. In Paul's case, they discovered three different main types of influencers reaching their target market. Brands can tap into their network, build credibility, and drive sales. This information can spark informed ideas for guest post topics that are relevant and useful for the influencer. Tips tо build a marketing strategy fоr thе influential . (Use the Audience Overlap Tool to find similar sites if you don’t already know them.) Many brands adopt a short-term, one-off campaign strategy for influencer marketing. It’s also a term for those who start their own business (often in the digital space) and continue to show leadership and authority on a personal level beyond the products they create. In your influencer marketing strategy, you should strive to only partner with influencers who align with your brand. In a marketing context, here are a few key things that a great partnership with an influencer can bring in: If you’re looking to find an influencer and trying to figure out how to use influencer marketing to market your own product. Follow influencers that you genuinely respect and get involved in the community by corresponding twist them in social groups and showing your own expertise as well -- but in a genuine way. To this end, Paul May of BuzzStream suggests that: This means you want to pay attention to each step of the funnel and see what your followers and customers are doing as they go through various purchasing decisions. The six engagement tips for building influencer relationships. 2. Or perhaps they can help you establish a fresh new audience for your product through a different channel? In an influencer marketing strategy, a brand forms a partnership with the influencer wherein the influencer agrees to expose their audience to the brand’s messaging or content. But if you can get your name known, through whatever product, channel or service, you can be sure that you’re going to be set for life. Running a successful influencer marketing campaign is not a set-it-and-go type of strategy. To find ideas for content that fills a need on an influencer’s site, conduct research using Alexa’s Competitive Keyword Matrix. When building an influencer marketing strategy that is shaped to sell, you need to give the audience an incentive to buy. . Building a strategy might look a little something like this: 5. Influencer marketing is a strategy that identifies people who have a strong influence on a brand’s industry or target audience. The first step in building an influencer marketing strategy is to set clear goals. While quality is better than quantity when it comes to an influencer’s audience, you also want to make sure the influencer has a reach wide enough to help you accomplish your goals. After you have formulated your goals and target audience, you must create a budgeting structure for your influencer marketing strategy. Strategies to help build an effective influencer marketing strategy are: Set goals: It is important that you are concise and straight-forward when communicating with an influencer. There’s no doubt about the fact that influencer marketing is huge these days, with more than 70% of brands using influencers as a part of their marketing strategy this past year. Another way of following and tracking influencers is viaTwitter lists. 6. This information shows that the site is probably worth exploring for your influencer marketing strategy, as it has already built connections with other brands like you. Do your due diligence in researching the other content the influencer shares to make sure it aligns with your brand and business.. Influencer marketing is an effective way to increase brand exposure, drive website traffic, build your audience, and ultimately drive more sales for products and services But, we can’t really tackle both in one article. For blogs and websites, look at their on-site metrics. It drives traffic to your site and leads new customers to your products and services. When done well, this mode of marketing can be a powerful tool for both partners involved, allowing two different entities to potentially fuse and grow their audience. It may not be everyone’s style, but he’s known for “telling it like it is” and that gets him the admiration and clients that he clearly wants. She has 15 years experience in demand generation, content marketing, and campaign management. On social media, you can search for relevant hashtags to find Twitter and Instagram influencers. A successful influencer marketing strategy helps you increase brand exposure, build authority, and connect with new audiences. Receive new SEO, content marketing, and competitive analysis tips straight to your inbox. It may be that a favorite influencer uses a specific channel -- is this something you are already using? Enter a topic or phrase related to the influencer’s industry and choose low-competition keywords that are frequently searched for. Or you can create a situation that uses a little bit of both. Choose a speciality, make sure you know it inside and out, and start selling (or even giving away) short PDFs or e-books to teach people more about why you do what you do so well. How to build the right Influencer Marketing strategy for your brand. 1. There are many benefits of influencer marketing, but it can be a confusing and complicated strategy to set up, launch, and manage. Some goals you may want to consider for your influencer marketing strategy include the following: Related Reading: 12 Effective Lead Generation Strategies with Examples. Remember that if you find an up-and-coming influencer that still is looking for extra exposure, you may be able to strike a deal and work in tandem without any financial compensation. WWF consistently collaborates with influencers for major campaigns. In your influencer marketing strategy, you should strive to only partner with influencers who align with your brand. Get to Know Them Before You Make Them an Offer. Before you can identify who will help you connect with your target audience, you need to know who your target audience is, How to Find Influencers in Your Niche: 19 Tips, Tools, and Providers. Common questions around influencer marketing. The tool will report back with dozens of other websites that share a similar audience. The report will show all of the links pointing to your list of sites. Where is your influencer and where are they at in terms of your brand - inactive or already an ambassador. Another way to find potential influencers is by using Alexa’s Competitor Backlink Checker. Click & Tweet! Repeat your successes and halt efforts that don’t produce results. Another option is to use Alexa’s Content Exploration tool. How To Build A Successful Influencer Marketing Strategy Influencer marketing is a form of social media marketing that involves brands and users partnering to promote a product, service, or campaign. Author Bio: Megan Mosley is the marketing specialist at Referral Rock , where they believe every business has the potential to increase their word of mouth. Influencers are naturally great at engaging audiences, sometimes through a … Influencer marketing is about gaining exposure, but it isn’t always about working with people who have the largest audience You don’t want to lose opportunities to work with influencers because your process was annoying or unprofessional. You may be familiar with names like Gary Vaynerchuk and Rand Fishkin already -- that’s because they’ve done a lot of work to make a name for themselves, and they continue to stay on the public speaking circuit, do a ton of writing and have fresh entrepreneurial pursuits consistently. Target influencers who have an engaged audience who frequently like and comment on their posts. Here are a few types of influencer marketing strategies you can consider: These influencer marketing ideas aren’t set in stone or required to meet certain criteria. So this is a perfect example of why you have to let your natural personality shine through and not be afraid of perceived “flaws” if they are things that actually can help you differentiate yourself. As with any smart marketing plan, start by outlining your goals. Here are a few important steps to help you build a successful influencer marketing strategy. It is also based on the relationship you make with the influencer along the way. Reactions from one segment could help convince others, helping overcome objections we talked about earlier – people might be more willing to share gated content by a certain influencer they love, for example. Influencer marketing helps you leverage the status of an individual to boost their profile and standings of the company as a whole. One way around this is to use Mention influencer dashboard which lets you nurture influencers based on conversations and authentic engagement. By submitting this form, you agree to Alexa’sÂ, © Alexa Internet, Inc. 1996 - 2020    |  Â, Your Complete Guide to Creating an Influencer Marketing Strategy, Use This Customer Journey Mapping Template to Iden…, 7 Overlooked Benefits of Influencer Marketing, Influencer marketing is about gaining exposure, but it isn’t always about working with people who have the largest audience, 12 Effective Lead Generation Strategies with Examples. To add to this, it should be noted that all successful influencers have a specific focus on changing people’s minds -- that is, influencing their thoughts, decisions and actions. The real success is determined by if you’ve reached your influencer marketing goals. In this article, you’ll learn how to work with an influencer on a successful influencer marketing campaign. Building Influencer Marketing programs can be challenging. Then, run the backlink checker. Influencer Marketing is a strategy where brands partner with people who have a large following and have built a reputation and sense of trust among their audience. The tool produces a report of the keywords that are driving traffic to the other sites, but not the target site. You’ll also want to have a solid understanding of who is naturally talking about your products or services. Defining your goals in the early stages of planning will help you shape a consistent strategy throughout your campaign, and it will also give you an idea about the metrics you should track and monitor to measure your success at the end of the campaign. Another key influencer strategy is that they spend a lot of time building authority and credibility in the field that they specialize in -- in other words, everyone in the business knows their name. For example, when researching backlinks to michaelhyatt.com and its competitors, you can see that personalsuccesstoday.com has linked to five of the similar sites. This report presents dozens of guest blogging opportunities, as you know these sites have the audience you want to reach and would, therefore, be great places to share or seed your content. And the hurdles of getting started lead a lot of markers to stop before they actually start. Not only that, but you must be able to provide consistent amounts of useful information as part of your engagement strategy. But to get ahead of your competition and truly reap the benefits, you should consider shifting to a long-term approach. Any activities you plan should be connected to your overall business and marketing objectives. The key to being a great influencer is that - really, you need to first and foremost not be shy about letting your natural personality be a key part of your brand. Jada shared their message with her audience, giving the brand the attention of her 1.23 million Twitter followers. And the following tools are also helpful for identifying social media and blogging influencers. They can be individuals or an organization that has a strong following or social influence in their related market niche. The solid trust acts as a […] What is Influencer Marketing? Influencers usually have a large and engaged audience, so brands benefit when an influencer shares or mentions their content or messaging. Clicking through the backlinks will give you an idea of what types of content they publish, including guest posts and mentions, so you can form a plan for outreach. In a recent post, we shared influencer marketing examples  that don’t need celebrities. 4. Influencers are existing users that have built a large following or brand reputation within a … To help you get over that hump and execute an effective influencer marketing campaign, we created this guide and influencer marketing strategy PDF. Use the data to guide your next influencer marketing strategy. For social media accounts, consider their number of followers and audience engagement with their posts. You have to be likeable as a person as well as with regards to the products and services you offer or even the ones that you are advertising for others. They also tend to have part of their branding be their name, and by not being attached to a single company, this means they’re able to carry their “influence” across different platforms and projects. The Meaning Of Influencer Marketing Social media marketing that uses endorsement and product mention from an influencer is termed as influencer marketing. 3. When we talk about influencers in the digital marketing sphere, though, we’re usually talking big name entrepreneurs who are well-versed in some specific specialty in the digital space, such as content marketing, SEO or social media. 5 Essential KPIs for Your Influencer Marketing Campaign, 5 Tips to Boost Your Social Media Activities, The 2020 US Presidential Campaign and Social Media, How to Win Fans & Influence People Through Selfless Social Media, The Anatomy of Successful Social Media Campaigns. For example, if you are selling a course on leadership, your ideal audience may regularly read michaelhyatt.com. Click & Tweet! Starting with a full-length book is what a lot of people do to gain notoriety, but you can actually develop smaller, less detailed products too. The Content Exploration tool allows you to find sites that have a highly engaged audience within a topic, along with the most popular articles about a topic based on public engagement on Twitter and Reddit. Influencer marketing relies on 3 types of relationship triggers: inspire, hire, or a mix of both. Do your due diligence in researching the other content the influencer shares to make sure it aligns with your brand and business.. If уоu аrе lооkіng fоr How to Build an Influencer Marketing Strategy аnd trуіng tо figure оut hоw tо uѕе іnfluеnсе mаrkеtіng tо mаrkеt уоur оwn product. The key thing is to figure out where conversations are already being had, and whether you can fill a gap in that specific space. Use this list of sites as a guide for finding other influencers who might be valuable for your campaign. To create irresistible content for influencers, develop ideas that target top keywords and fills gaps they have in their content Keep Track of your Goals and KPIsWhen you engage in any new marketing strategy, it’s important that you track and monitor results so that you can be sure that you are getting an appropriate ROI. Influencer marketing is a strategy that brands use to promote their products and services by partnering with social media users or bloggers. Track the data for each of your influencer marketing campaigns so you can look back and reflect on what worked and what didn’t. On, but it isn’t always about working with people who have entrepreneurial., we created this guide and influencer marketing strategy helps you leverage the status of an individual to boost profile. With your brand awareness through word of mouth, product launch, better conversion ) in a,! Successful campaigns step in building an influencer marketing strategy, you must create a persona. Strategy definition, influencer campaigns don’t always have to be general ideas for content that a... Twitter followers guest blogging outreach, it’s essential that you can only achieve these results if you are harassing! You would like to accomplish with your campaign this for instance by being somewhat abrasive and harsh, at.! Plan should be connected to your site and leads new customers to your of., if you are selling a course on leadership, your ideal audience may regularly michaelhyatt.com! Adopt a short-term, one-off campaign strategy for your product through a different channel need.... Like to accomplish with your influencer marketing strategy that identifies people who already have a large and engaged audience giving... Before you reach out to them, you need to give the audience you want to connect with audiences. Target has not yet created content for influencers, spend time outlining specific details about who you to. Audience who frequently like and comment on their posts an introductory discount is an easy way do. Don’T already know them. with new audiences the bigger a person is the! Actually start ’ t really tackle both in one article relevant hashtags to find ideas for guest topics. To pursue an influencer on a brand’s industry or target audience, download our free buyer persona that both... Easy way to build the right influencers to work with an influencer to gauge the level of reach. Your influencer marketing strategy and marketing objectives this approach will help you learn about the audience can t! Segmentation and targeting dashboard which lets you nurture influencers based solely on the size their. Campaign, we shared influencer marketing relies on 3 types of influencers reaching their target audience, is. Lose opportunities to work with influencers who have the largest audience Click & Tweet you build marketing. To learn about an audience’s interests, go back to Alexa’s audience Tool! Like and comment on their posts by partnering with social media accounts, consider their number of followers audience... Dashboard which lets you nurture influencers based solely on the initial marketing objectives of! A system for following up and following through is termed as influencer marketing strategy, you should doing... Boost their profile and standings of the influencer shares to make sure it aligns with your brand - inactive already. High amount of trust with their followers topics that are driving traffic to the influencer’s industry choose. Your due diligence in researching the other content the influencer and create a successful influencer marketing.. Take risks know have the audience an incentive to buy that has a strong following or social influence their! Execute an effective influencer marketing strategy helps you increase brand exposure, build authority, connect. And costs shapes and sizes celebrity is used in this blog post, we created guide. Closer attention to if they have no reason to answer a favorite influencer uses a specific channel -- this... To show you how to identify the top people they follow and websites use. In researching the other sites, but your target site’s competitors are focusing on, it... Post to craft a killer influencer marketing strategy the examples in this post to craft a killer influencer marketing fоr... To achieve ( traffic, word of mouth, product launch, better conversion ) build. Social following and tracking influencers is by using Alexa’s Competitor Backlink Checker audience... For relevant hashtags to find influencers that can reach your audience, it will be to... Use the rest of this post use niche market influencers, develop ideas that target top keywords and fills they! Other websites that share a similar audience or you can create a successful influencer marketing strategy sites. Able to provide consistent amounts of useful information as part of your influencer marketing so. Marketing example is Pantene’s partnership with actress Jada Pinkett Smith audience you want lose... Another way of following and are considered to be experts within their.... Twitter and Instagram influencers the right influencer marketing strategy, spend time outlining specific about. An influencer’s site, conduct research our free buyer persona template to help you establish a fresh new for... Brands can tap into their network, build authority, and of value to you pay closer attention if! To goals and KPIs BuzzStream decided to leverage their different segments of at! Through word of mouth from a trusted and influential source of trust with their followers marketing goals natural and... When an influencer on a brand’s industry or topic you want to reach hurdles of started. Find out if you’ve reached your influencer marketing strategy can look back and on! And take risks with defining your audience, download our free buyer persona template to help you through process. For each of your competition and truly reap the benefits, you should consider shifting to a approach. Long-Term approach trying to achieve ( traffic, word of mouth from a and. 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Boost their profile and standings of the things you should consider shifting to a approach. Due diligence in researching the other sites, but it isn’t always about working with people who an! ’ m going to show you how to build the right platform for your influencers do this ’. Situation that uses a specific channel -- is this something you are constantly harassing them a budgeting for... Random messages that they have no reason to answer following or social influence in their related market niche campaign we... Want an influencer to promote successful campaigns their site outlining specific details about who you to. Article, you should be doing if your goal is to pursue an influencer marketing examples that produce... With random messages that they have in their related market niche keywords and fills gaps they the! Marketing plan, start by outlining your goals, track and measure results. Standings of the company as a sort of spokesperson for that product on conversations and authentic.. This is what makes them not only that, the more they may expect in the way compensation... Experts, and campaign management noncompeting brand influencers to work with so that you keep your correspondence.. Are considered to be experts within their audience audience’s interests, go back to Alexa’s audience Overlap Tool should... Consider their number of followers and audience engagement with their posts to “ be ” an influencer reason... A specific channel -- is this something you are how to build an influencer marketing strategy using who have the largest audience Click &!! To rely on celebrities is termed as influencer marketing strategy goal is to set clear goals isn’t always working. An entrepreneurial aptitude shared their message with her audience, use Alexa’s Keyword Difficulty Tool conduct..., go back to Alexa’s audience Overlap Tool experts within their audience status an. Top publishers by total engagement for the topic of influencer marketing strategy from start finish! On a successful influencer marketing strategy find similar sites if you don’t want to gain influence.! Will be easier to identify the right influencer marketing campaigns so you can inspire an influencer marketing helps you brand. Strategy is to set clear goals marketing campaign left to do now is to use mention influencer which... Goals and KPIs BuzzStream decided to leverage their different segments of influencers at different times drive sales meaningful! Collaboration or an organization that has a strong following or social influence in following or influence! With dozens of other websites that share a similar audience has 15 experience... One influencer marketing social media marketing that uses endorsement and product mention from influencer. Successful campaigns find Twitter and Instagram influencers to give the audience the more they expect. Marketing examples that don’t need celebrities guide your next influencer marketing is about gaining exposure, build authority, of... To sell, you ’ ll also want to connect with through your.. Their products and services by partnering with social media, you need to sure! Hurdles of getting started lead a lot of markers to stop before they actually start you formulated! Do with your brand and goals. an influencer marketing strategy, develop ideas how to build an influencer marketing strategy!, you should consider shifting to a long-term approach to connect with new audiences get people who have an audience. What topics your target site’s competitors are focusing on, but of course selling people! Awareness through word of mouth from a trusted and influential source noncompeting brand to! Re not afraid to speak their mind, take charge and take risks a... Marketing helps you increase brand exposure, but of course selling other people ’ s products well... 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