February 9, 2021 5 min read Opinions expressed by Entrepreneur contributors are their own. Jason Falls‘ Winfluence: Reframing Influencer Marketing to Ignite Your Brand is out Feb. 23 via Entrepreneur Press. Pre-order your copy now via Amazon | Barnes & 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 Social Media: The All-Business, No-Hype … Continue reading With Influencer Marketing, You Can't Afford to Set It and Forget It