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In this podcast episode, Chris Anderson and Hemant Varshney discuss the various forms of paid advertisement and marketing that businesses can leverage to increase their reach and conversion rates. They suggest that for products costing more than $100, customers tend to do a lot of research and hence, businesses should have content readily available that potential customers can access. Setting up email automation and ensuring that organic social media accounts have enough content is important before paid advertising goes live.

Additionally, businesses can leverage influencers and sponsored content for promotion. They should ensure that the influencer's values align with their own and that a contract is established for content creation.

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