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The Answer to Influencer Marketing’s Biggest Question Lies in Understanding Channels of Influence

The first and most frequent question I field from entrepreneurs about influencer marketing is, “How do I find the right influencers to use?”

Honestly, I’m happy that’s the top-of-mind question for most. It shows they know that there is a “right” influencer, implying they also understand there’s a “wrong” kind of influencer. But the question also exposes a lack of understanding of what influence marketing can be.

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