246: CASE STUDY: How lawyer Alex Martin uses LinkedIn, podcasts and the media to build strategic visibility and trust in the marketplace
- S6E246
- 58:38
- December 7th 2022
This show is dedicated to people like today's guest: business owner and litigation expert, Alex Martin, from Taurus Legal Management.
Twelve months ago, Alex's personal branding endeavours largely revolved around in-person networking, but as he says, you can only shake so many hands!
He also published the occasional post on LinkedIn, but not with any purpose or direction.
But Alex is an action-taker. He knew he needed to raise his profile and position himself as an expert in his space if he was to build his professional reputation and that of his legal firm.
So Alex went back to basics, and started following a strategic plan.
Having a plan, he says, "makes a lot more sense and has a lot more impact".
Today, Alex takes an integrated approach to content across owned, earned and media channels.
On LinkedIn, he regularly publishes videos that address the common challenges and pain-points faced by his audience, owners of growing medium-sized businesses.
Plus he uses the platform to share commentary on relevant commercial legal issues that are covered by the media.
But that's just one leg of the three-legged 'media stool'.
While steadily building his presence on LinkedIn was an important first step that has resulted in him more than doubling his following on the platform, Alex has also branched out into the other two legs of the media stool - owned media, and earned media.
He hosts a regular podcast with a financial advisor - A Lawyer and Financial Advisor Walk into a Bar - he also publishes videos to YouTube, writes articles for business magazines, and is a regular expert interview guest on commercial radio and national television.
Critically, Alex is only 12 months into his personal branding journey, but he's doing it in a way that's both strategic and sustainable. The 'runs on the board' are piling up, and he's starting to really get noticed in legal circles for his commentary and content efforts.
Even one of his clients texted him after he emerged from a broadcast studio after giving an interview to say how he saw him on TV!
In short, Alex has had a big year in terms of creating content, being in the media and building personal brand visibility.
This is an all-encompassing conversation: It's not about doing the one thing and knocking it out of the park, it's about blending many of the key elements that come into play when strategically building one's professional profile and reputation.
Alex has done that, and more: this is his story.
CRANK THE 3RD: Exploring the entrepreneurial + creative side of life post 50
CRANK THE 3RD is a weekly podcast in which we explore the entrepreneurial and creative side of life post 50.
You've survived the first two professional chapters of your lives - 20s to mid-30s (chapter 1) and mid-30s and through your 40s (chapter 2).
Welcome to the 3rd chapter! By this stage of your professional life, you've seen a lot, done most things, made some cash, expanded your horizons and probably are more comfortable in your skin than at any other time.
But it’s not necessarily all sunshine and roses either. At some stage, many of us reach a point where we ask: “Is that all there is?”
While we have oodles of experience under our belts and are a lot more sure of ourselves and confident in our own abilities, we also live in a fast-paced volatile world.
Technology is ever-changing, and the AI wave has only just begun. A sense of uncertainty is never far away. We know that if we stand still, we run the risk of losing relevance.
No matter how savvy, experienced and connected we are, certain challenges remain.
But on the upside, the number of opportunities staring us in the face is enormous, and unprecedented!
The goal of CRANK THE 3RD is to inspire energised, forward-thinking 50 and 60-somethings to continue to think expansively and creatively about their current situation, and to ponder, plot and plan the exciting road they have ahead of them.
You’ve put in the hard yards: now it’s time to capitalise!
Let’s dive in!
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