The Complete Guide to Firmographic Data

The Complete Guide to Firmographic Data

Companies are still struggling to improve the reach and reliability of personalized data about potential clients and customers.

Part of the problem is supply — bigger data volumes offer greater insight around B2B and B2C buying preferences both immediately and over time.

But variety also plays a role. While information about individuals at a company (demographics) and the technology they use (technographics) can help enhance marketing and sales outcomes, there’s also a place for firmographics, which are datasets that help businesses effectively segment organizations into meaningful categories.

The challenge? Although this is a great high-level definition, it doesn’t offer much in the way of specifics or actionable strategies.

In this complete guide to firmographics, we’ll define firmographic data with a look at key forms and functions, explore how it’s used for segmentation, and dig into the types of questions that can help your company locate — and leverage — firmographic data.

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What is firmographic data?

Demographic data focuses on information tied to individuals. Data such as contact names and customer purchase preferences are examples of demographic assets that can be used to drive targeted marketing campaigns.

Firmographic data shifts the focus to organizations — or firms — to collect and analyze key information about the operation of enterprises themselves. Common firmographic data examples include:

  • Industry type — From manufacturing or logistics organizations to financial, professional or legal service firms, industry type is a key vector for segmentation. Worth noting? Many companies occupy more than one industry vertical and can also occupy multiple firmographic segments.
  • Organizational size — How big is the organization, both in terms of physical location and staff size?
  • Total sales and revenue — Both quarterly and annual information is relevant here. While annual sales and revenue data can drive long-term sales strategies, quarterly results can help pinpoint more immediate needs.
  • Current location — Where is the company headquarters located? How many satellite offices do they have, and where?
  • Ownership framework — Is the company a public organization? A private enterprise? An NGO, charity or non-profit? Each comes with their own unique market approach.
  • Growth trends — Is the company growing, downsizing or maintaining its current market position? All three movement metrics offer opportunity, but must be approached in different ways.

There’s also a crossover segment of firmographic and demographic data as it relates to specific job roles, titles, departments, and potential buying power.

By understanding more about the people responsible for decision-making within an organization along with the operational framework that surrounds them, businesses can better target marketing efforts to receptive audiences with the power to take immediate action.

Benefits of Firmographic Segmentation

The primary goal of firmographic data is to help organizations segment potential B2B customers into meaningful segments, which in turn can reduce the distance between observation and action.

If marketers, sales teams, and C-suites have access to segmented information that classifies prospective clients by size, location, revenue, or current growth trajectory, they don’t need to spend time and effort separating this data before making decisions. Instead, potential purchasing partners are pre-sorted into relevant categories.

Segmentation offers specific benefits for organizations, such as:

1. Improved market targeting.

Understanding the physical and market size of potential B2B buyers can significantly improve sales targeting. Here’s why: Smaller, “mom and pop” businesses don’t have the same needs as larger enterprises — while both are potentially valuable clients, their paths from initial contact to sales conversion are significantly different. For example, while many SMBs want one-size-fits all solutions to help reduce total complexity, many enterprises are after custom-built tools and technologies to help address specific issues.

2. Enhanced customer service.

Leveraging key firmographic data about where companies are located and how their employees are geographically distributed can help improve customer service offerings. Consider a manufacturing firm located entirely within a single state — chances are they’ll prioritize partners that can deliver local service. Multinational firms, meanwhile, often prefer on-demand, distributed digital services.

3. Long-term buying potential.

Companies moving up the market offer the potential for B2B businesses to get in on the ground floor and enjoy increased conversion volume over time. Enterprises that are currently downsizing, meanwhile, also come with sales potential but require a different approach with services that are both cost-effective in the short term and can scale over time as revenue targets evolve.

Key Firmographic Questions

So how do you gather firmographic data that’s relevant to your brand and can help drive corporate success? It all starts with asking the right questions. Commonly-used queries include:

  • When was the company founded?
  • How many employees in total does the company have?
  • How many staff at each office or satellite location?
  • What is the company’s revenue per year?
  • What percentage of their target market share does the company currently have?
  • Are they currently in a growth phase, downsizing or remaining relatively consistent?
  • What does their organizational structure look like (flat leadership, standard hierarchy, etc.)

When it comes to collecting firmographic data, you’ve got three broad options: Survey companies directly, conduct online reconnaissance or purchase firmographic information from a data clearinghouse or similar service.

All three come with potential benefits and drawbacks. For example, while surveys offer the most accurate firmographic information, many companies prefer not to share this data — especially if you’re taking a “cold call” approach.

Online searches, meanwhile, can turn up a host of useful firmographic data but there’s no guarantee about its accuracy or relevance; the actionable value of data gathered this way depends heavily on the source and the date the information was obtained.

Purchasing data from a reputable seller provides the most accurate and up-to-date option, but prices vary significantly and it’s worth cross-referencing this information with publicly available sources to ensure sellers are consistently accurate.

Finding a Firm(ographic) Foundation

Timely, accurate and actionable “graphic” data — demographic, technographic, and firmographic — can help B2B organizations create custom-built sales and marketing strategies and improve overall conversion rates.

To ensure firmographic frameworks deliver intended outcomes, it’s critical for companies to focus on both segmentation forms and decision-making functions.

By asking the right questions, accurately segmenting potential customers and using this data to inform sales and marketing efforts, companies can reduce the time between information and action while simultaneously increasing sales success.

Blog - Buyer Persona Template [Updated]

The Step-by-Step Guide to Creating a Complete Marketing Strategy in 2021

The Step-by-Step Guide to Creating a Complete Marketing Strategy in 2021

How many times have you seen a killer marketing campaign and thought to yourself, “Wow, I wish I would’ve thought of that!”

(Glossier, I’m looking at you.)

We’ve all been there.

The truth is, when you’re just starting out, it can be tough to know whether your strategy is as comprehensive and powerful as it could be.

To help ease some of that uncertainty, we’ve created this guide that’ll show you step-by-step how to create a marketing strategy that leaves no stone unturned.

Let’s dive into the five critical components of a complete marketing strategy in 2019, followed by some examples for further inspiration.

Download Now: Free Marketing Plan Template

1. Build a marketing plan.

Wait, I have to make a plan for my strategy? What’s the difference? Your marketing strategy provides an overview behind the reasons why your marketing team will need certain resources, take certain actions, and set certain goals over the year. Your marketing plan is the specific actions you’ll take to achieve that strategy.

Not sure where to start? This free marketing plan template can help. 

how to create a marketing planImage source

The right template can help you build a marketing plan that identifies your budget for the year, the initiatives your marketing organization needs to tackle, and the marketing channels you’ll use to implement those initiatives. And it will tie everything back to a business summary, to keep you aligned with overarching company goals.

2. Create buyer personas.

If you can’t define who your audience is in one sentence, now’s the chance to do it. A buyer persona is an example of your ideal customer.

For example, a store like Macy’s could define a buyer persona as Budgeting Belinda, a stylish working-class woman in her 30’s living in a suburb, looking to fill her closet with designer deals at low prices.

With this description, Macy’s Marketing department can picture Budgeting Belinda and work with a clear definition in-mind.

Buyer personas have critical demographic and psychographic information — including age, job title, income, location, interests, and challenges. Notice how Belinda has all of those attributes in her description.

You don’t have to create your buyer persona with a pen and paper. In fact, HubSpot offers a free template you can use to make your own (and it’s really fun). Buyer personas should be at the core of building your strategy.

3. Identify goals.

Your marketing strategy goals should coincide with your business goals. For example, if one of your business goals is to have 300 people attend your annual conference in three months, your goal as a marketer should be along the lines of boosting online RSVPs by 10% at the end of the month.

Other marketing goals might be to increase brand awareness or generate high-quality leads. You might also want to grow or maintain thought leadership in your industry or increase customer value. Whatever your goals, identify what they are and how your marketing organization can work to achieve them over the next year.

4. Select the appropriate tools.

Once you have your goals identified, make sure you have the right tools to measure the success of those goals. Online software like social media schedulers gives you analytics to help you keep track of what your audience likes and doesn’t. Alternatively, you might consider Google Analytics to measure blog and web page performance.

Additionally, it will be helpful if you make your goals SMART — to do so, take a look at How to Write a SMART Goal [+ Free SMART Goal Template]. Here are a few tools that can help you track and measure the success of your marketing goals:



Trello keeps your marketing team on track and openly communicating about the projects they’re working on. Create boards for individual campaigns, editorial calendars, or quarterly goals.

Built-in workflows and automation capabilities keep communication streamlined, and simplicity keeps your marketing team focused on the work that matters.

Pricing: Free; Business Class, $9.99/user/month; Enterprise, $17.50/user/month for 100 users on starts with a board or visually driven table. Create and customize workflows for your team and keep groups, items, sub-items, and updates synced in real time.

You can also transform data pulled from timeline and Gantt views to track your projects on and ensure deadlines have been met. Plus, with more than 40 integrations — from SurveyMonkey to Mailchimp and, of course, HubSpot — you can visualize your data and ensure your whole company is collaborating.

Pricing: Basic, $8/month/seat; Standard, $10/month/seat; Pro, $16/month/seat; Enterprise, contact for pricing


semrush-marketing-planning-benefitsSEO continues to be a huge factor in the successful ranking of your website. SEMrush allows you to run a technical SEO audit, track daily rankings, analyze your competitor’s SEO strategy, research millions of keywords, and even source ideas for earning more organic traffic.

But the benefits don’t stop at SEO. Use SEMRush for PPC, building and measuring an effective social media strategy, content planning, and even market research.

Pricing: Pro, $99.95/month; Guru, $199.95/month; Business, $399.95/month



BuzzSumo allows you to analyze data to enhance and lead your marketing strategy, all while exploring high-performing content in your industry to increase engagement. Use the platform to identify influencers who may help your brand reach, and monitor comments and trends to make the most of every turn.

They also have tools to help with crisis management and video marketing as your needs evolve.

Pricing: Pro, $99/month; Plus, $179/month; Large, $299/month; Enterprise, $499+/month

Crazy Egg

crazy-egg-website-optimizationNeed to optimize your website this year? Consider getting started with Crazy Egg. You’ll be able to identify “attention hotspots” on your product pages, track ad campaign traffic on your site, and understand if shoppers are clicking where you want them to. You can even make sure your “buy now” buttons are in the best place.

Crazy Egg also offers recordings, A/B testing, and more to help ensure your website is offering the best user experience and the best return.

Pricing: Basic, $24/month; Standard, $49/month; Plus, $99/month; Pro, $249/month; Custom options available upon request

5. Account for existing resources.

Decide what you already have in your arsenal that can help you create your strategy. To streamline this process, think of your assets in three categories — paid, owned, and earned media.

Paid Media

Recall that paid media means any channel you spend money on to attract your target audience. Twitter, Facebook, and LinkedIn offer paid media options that boost your exposure.

Owned Media

Owned media is any of the media you create — blog posts, ebooks, images, and infographics that your marketing team has created are examples of owned media.

Earned Media

Earned media is another way to say user-generated content. Shares on social media, tweets about your business, and photos posted on Instagram mentioning your company are all examples of earned media.

Gather your materials in these areas and consolidate them all in a single vehicle so you’ll have a clear vision of what you have and how you can integrate the three channels together to maximize your strategy.

For example, if you already have a blog that’s rolling out weekly content in your niche (owned media), you might consider promoting your blog posts on Twitter (paid media), which customers’ might then re-tweet (earned media). Ultimately, that will help you create a better, more well-rounded strategy.

The free option? Tweet it from your company’s Twitter or post it on Instagram and use relevant hashtags to spread it.

If you have resources that don’t fit into your goals, nix it. This is a great time to clean house or identify gaps in your materials.

6. Audit and plan media campaigns.

Cleaning house segues straight into this step. Now, you must decide which content is going to help you. Focus on your owned media and marketing goals. For instance, will updating the CTAs at the end of your blog posts help you increase RSVPs to your event?

Next, look at your buyer personas. Let’s say you work for a video editing software company. If one of your persona’s challenges is adding clean sound effects to their videos but you don’t have any content that reflects that, make a 15-second demo video for Instagram to show how great your product is at solving that challenge.

Finally, create a content creation plan. The plan should include the title, goals, format, and channel for each piece of content. Be sure to include which challenge it’s solving for your buyer persona.

For ideas on content creation or a more in-depth look at how to create a content plan, check out our post, The Ultimate Guide to Content Creation.

7. Bring it to fruition

At this point, your market research and planning should help you visualize how your strategy will be executed (and by which teams).

The final step is to bring that all together — to put actions into your planning. Create a document that maps out the steps you need to take to execute your campaign. In other words, define your strategy.

Think long-term when creating this document. A standard strategy document is 12 months. This structured timeline should be the home base for your strategic marketing efforts.

To paint an example, let’s go back to the video software company.

Maybe in January, you will launch a software update that improves the exportation process for users. In April, you want to publish an ebook that explains editing terms to your buyer personas, and in September, you plan to launch an integration with other software.

Remember, your digital strategy is unique to your business, so the document should be, as well. As long as the strategy includes all of the necessary information, you’ll be all set to take your company’s brand from okay to outstanding.

Now that we’ve explored five critical steps of a complete marketing strategy, let’s look at some “Why didn’t I think of that?” strategies to inspire your own.

Examples of Successful Marketing Strategies

1. Regal Movies

Digital strategy: Owned media

Regal Movies took the Halloween spirit to a new level, even re-naming their Twitter to reflect the spirit of the season. This “Monster Madness” poll is a fun, interactive way to get followers invested in Regal’s content:

Regal Movies' owned media

Image Source

Regal’s tweet is an example of owned media because the company was in full control of the answers followers gave (and, apparently, American Werewolf didn’t stand a chance). Regal effectively kept true to their brand by using only classic movies in their poll,, while still putting a modern spin on it.

This is also a good example of how retweets don’t necessarily equal success. While four retweets isn’t that big of a deal, check out the votes: 461. That means there were over 400 interactions with a single tweet.

2. Taco Bell

Digital strategy: User-generated content, earned media

Real love is taking your engagement photos at your favorite fast food Mexican restaurant — right? User-generated content is one of the best ways to gain traction in your strategy — it demonstrates your appreciation for loyal customers, and also incentivizes other users’ to promote your products for the chance at a similar shout-out. Plus, sometimes the content your brand-lovers create is really, really good:

It’s not every day someone takes engagement photos at a fast-food restaurant, and Taco Bell jumped at this earned media opportunity. Earned media is at work here because this couple is saying they love baja blasts and crunchwraps as much as they love each other — so it must be delicious.

3. Small Girls PR

Digital strategy: Event marketing

Wait, is that Keke Palmer?

Small Girls PR is a boutique PR company based in New York, and one of the company’s talents is throwing amazing events for their clients, like Olay. This event recap carousel on Instagram is an effective event marketing example.

Event marketing is a fantastic opportunity to boost awareness for your brand. Not every business needs to throw lavish events, either. Event marketing can be as simple as the last company outing you had at your team’s favorite brewery.

Posting a quick recap on Instagram sheds light on your business’s culture, and demonstrates your appreciation for your employees’, ideally incentivizing others to apply.

4. Diesel Cafe

Digital strategy: Word of mouth

Boston-local cafe Diesel Cafe is more than just a great location to get vegan bagels. It also rocks at word-of-mouth marketing. In fact, Diesel even has a website dedicated to it — a place where fans can submit letters about the fun times they’ve had at the cafe:

Check your company’s Yelp climate. Are people giving you nice reviews? Showcasing some of them on your social channels is an effective opportunity to provide social proof that your products or services are a worthwhile investment, since people typically trust peers more than ads.

5. Target

Digital strategy: Paid media, Twitter cards

If you’ve got the budget for paid media, take full advantage of it. Paid media is when you pay social channels, like Twitter, to promote your content on their site. By doing this, your content reaches new audiences you might not be able to reach organically:

An inclusive ad from Target about fall shopping uses Twitter cards to promote their brand and offer easier ways to shop — simply click on the photo, and you’re redirected to a purchase page. More social channels are offering ways for shoppers to purchase in-app or close to it, driving sales and boosting exposure for brands.

Ultimately, creating a complete marketing strategy isn’t something that can happen overnight. It takes time, hard work, and dedication to ensure you’re reaching your ideal audience, whenever and wherever they want to be reached.

Stick with it (and use some of the resources we’ve included in this post), and over time, research and customer feedback will help you refine your strategy to ensure you’re spending most of your time on the marketing channels your audience cares most about.

Editor’s note: This post was originally publishing in October 2019. It has been updated for freshness and accuracy.

Marketing Plan Template

Guest Blogging 101 – The Complete Guide For 2020

Guest Blogging 101 – The Complete Guide For 2020

Guest Blogging 101 – The Complete Guide For 2020


How To Get Started With Guest Blogging

Writing a guest post is one of the best ways to bring in lots of traffic to your site. I write guest posts on several blogs, and these posts always bring in lots of interested readers to my site.

Guest posting is also a great way to get a high-quality backlink which will help in your SEO efforts.

What is guest blogging and its benefits?

Guest blogging a.k.a. guest posting is a well-known marketing technique for blogs and businesses alike. In this technique, one has to identify other websites where they can contribute an article as a guest author.

Here are the benefits of guest blogging:


2020 update: Guest blogging is no more an effective way for backlinks. Recently, Google spokesperson announced that you should mark all links via guest post as “Nofollow” or “rel=sponsored”.

Guest posting used to be one of the most effective ways to generate inbound links to your website. These links could be earned in the author bio or within the article. Usually, it’s hard or almost impossible to build such links to product pages (if you are in e-commerce sphere), but it’s easy to build links via guest posting to your resource pages, case study or even a simple blog post.

Branding & authority:

By guest posting for your personal brand or even for your business, you are going to build authority and increase brand awareness. The key here is to get your guest post published on the authority blogs in your niche. Even if you are completely unknown in your industry, a few guest posts on high relevance websites could help you to be known by the right audience.

More business and quality traffic:

As your guest post will have a link to your own resources, you are more likely to get highly qualified traffic which converts. If you dive deep into your analytics, you would notice that referral traffic from relevant websites usually has high avg. time spent and they convert well. In the case of guest blogging, you are taking a proactive approach to gain similar referral traffic. You can always craft your guest blogging content strategy in a way, that introduces to your product/services which increases the awareness and hence the overall conversion.

The #1 thing before you start guest posting:

What’s your purpose of guest blogging?

It is very important at this stage that your goals are pre-defined.

Having it defined will make your life easier or anyone who is guest posting on your behalf. Here are some of the well-known reasons for guest posting:

  1. To build links to your website
  2. To build an authority
  3. To drive traffic to a specific landing page on your website
  4. To grow the email list

If your purpose is to build links, it’s a good idea to have an excel sheet ready with a link to your website pages + anchor text. This steps will help you speed up the process as you grow in the game of guest blogging.

Criteria for picking a website for guest posting:

So now you’ve decided you want to start guest posting.

Should you just pick some random blog in your niche?


This is a mistake most of the newbie makes and that waste their time, money and effort. In this guide, you will learn all the effective and actionable steps you should be following.

To make your guest posting effective, you should carefully handpick high-quality relevant guest blog sites.  The best way to get started is by creating an excel sheet and make a list of blogs/websites you considering. Now, analyze these target websites based on metrics listed below:

Similar niche/Topical relevance:

Your guest post should be published on similar niche websites else it would not be effective from SEO or even traffic perspective.

Domain authority:

This is a domain ranking mechanism by Moz where it ranks a web-page based on 1-100 scale. You should aim for 40+ Domain authority.


Growing traffic is another key metric that shows if the target website is healthy and growing. Ensure, the target website is updating or publishing new content, else it would not make much sense to guest post.

Author bio:

If your purpose of guest posting is to create authority and a name for yourself, ensure the brand offers author bio. Without this, you will only earn backlinks but not the branding you looking for. However, there is an exception at times when you are getting featured on a highly authoritative website which doesn’t offer author bio but do use your name.

No link farm:

A quick glance at the recent 5-10 articles on your target website could let you see if the blogs are made for guest posting or it deliver high-quality content. There are many blogs which accept guest posts for a price and they do not weed out bad links. Putting your effort on such websites is not useful in a long run and you should avoid it.

The above checklist will help you stay focused on high-quality sites.

How to find guest blogging opportunities?

Alright, now it’s time to find the list of websites where you can guest post. Here are a few ways by which you can find such blogs:

Using Google search operator:

To find guest posting opportunities, you can use these search operators.

Keyword “submit a guest post”

Keyword “guest post”

Keyword “guest post by”

Keyword “accepting guest posts”

Keyword “contributing writer”

Keyword “want to write for”

Keyword “This post was written by”

Keyword “contributor guidelines”

Here is a list of quality blogs that accepts guest post.

Once you have identified the blogs, now it’s time to get started.

Step 1. Write the guest post.

 Write the post

So after you’ve identified the blog you want to write for, you need to write the post.

But before you do, have a look at the topics that have already been covered, and make sure you aren’t writing about something that has been written about before. Make your content new and unique.

Also, try to emulate the blog owner’s writing style as best as possible. This will increase your chances of getting that post accepted.

Don’t be afraid of being rejected by the owner. If your guest post gets rejected, you can submit it to another blog or publish it on your own blog.

If it gets rejected, don’t hesitate to ask for feedback. Most bloggers are in the business of helping people, so they’ll be happy to share with you why your article was not the right fit for their blog.

  • How My First Guest Post Ever Was Published in 3 Days
  • Be highly unique.
  • Write about what you know.
  • Provide high-quality outbound links (not necessarily to your own blog!).
  • Provide the most value you can.
  • Make sure the post is relatable to the blog’s audience.

Make sure that you also optimize your guest submission for a specific keyword. As you are guest posting on a highly authoritative website, chances of your article ranking is higher.

Step 2. Contact the blog owner.

Contact the blog owner

If you know the blog owner personally, simply ask and I’m sure they will be happy to let you post. If you don’t know the contact detail of the blog admin, follow this below tutorial:

If you don’t know the blog owner, then you should write an introductory email along with your guest post attached in a Microsoft Word format.

Don’t forget to write your email ID and your social networking information in the signature.

Your email should look like this:

contact blog owner

Here is one more copy-paste template for guest post outreach:

Hey $Name
Shout Me Loud has been on my radar for years, and finally, I thought I would ask.  I would love to write a guest post for you, something that would really motivate your readers.
The topic I had in mind was “$Topic”
We both run great blogs and make a living from it and it’s always good to remind people why it is so great. I am sure your readers will enjoy it.
Not sure if you have read any of my posts, but apart from running $Yourblogname,  I have been on SEMRush, Pro Blogger, Coschedule and many more blogs.
Let me know if you are up for it, and I will get started on a draft asap.
have a great week
Your Name

Put the following in your signature:

  • Your name
  • Email address
  • Blog address
  • Twitter ID
  • Facebook ID

The owner will want to see that your blog and your brand can offer something of value to the readers of their blog.

Editor’s note: A clever strategy would be to contact the owner and ask them if they’re accepting guest posts. Include in your inquiry letter a link to some of your best articles, and mention the title and a brief two sentence summary of your proposed guest post.

Step 3. Capture traffic after your guest post.

This is the party time!

Now you get to enjoy the immediate blog exposure from this guest post.

Your blog’s traffic will increase and you may get lots of blog subscribers (depending on the content and quality of your blog).

Try to capture this new audience by making your best post the first post visitors see. Write a great roundup post which is heavy on interlinking and contains lots of great value.

This will keep your new visitors around for a while.

Step 4. Promote your guest post.

Promote your guest post

You should promote your articles on social media sites like Twitter and Facebook.

Don’t wait for the blog owner to tell you; just do it yourself as soon as the post is published.

Also, something you might want to do is place an outbound link to another blog in your guest post. You can then tell that blog owner that you linked to their work, and they will consider promoting your guest post to their readers. This is really a good strategy to build authority and get others to like you.

But don’t include links just for the sake of building backlinks. A blog owner will reject your post if you’re just trying to build backlinks.

Step 5. Reply to comments.

You need to reply to comments on your guest post.

There’s nothing more irritating to a blog owner than giving someone free promotion and then having them walk away when their readers want to connect with them.

Be a good customer service agent and respond to all comments and questions. Be engaged with the commenters.

This will help build your authority, and it will ultimately bring you more traffic and more guest posting opportunities.

How Many Time you should Guest Post?

There is no limit to the number of guest posts you can submit.

You may do one or two, or you may do several. It totally depends on the exposure you are getting and how much time you want to spend writing guest posts.

Some blogs help you get great traffic, and some don’t help at all. Identify the ones that work well for you, and figure out a consistent guest posting strategy to help grow your traffic, your number of subscribers, and your authority.

One thing that I often suggest to marketers is, it’s better to guest post on different blogs than guest posting on the same blog, especially if your purpose is to build links.

What’s your strategy for getting guest post spots on high-quality blogs? Let me know in the comments below.

Like this post? Don’t forget to share it!

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