Be honest—are you using your LinkedIn account to its full potential? If all you're doing is sharing content and browsing, then you're missing out on a lot! Remember: you can harness the power of social media as a marketing strategy. For example, LinkedIn can be your testing ground for ideas, and it’s an excellent way to connect with a network of opportunities.
In this episode, Jay Harrington joins us to talk about how LinkedIn is a crucial part of establishing thought leadership. Likewise, he shares the value of having theme pillars to guide your content creation process. Learning to listen to your audience is also the key to your success. Jay shares unique and easy-to-apply tips so that you can maximize using social media as a marketing strategy for your practice.
If you want to know more about social media as a marketing strategy, this episode is for you.
Jay Harrington shares that he pursued law after undergraduate studies and went to start his small firm. You can be very entrepreneurial within a law firm in legal practice.
Jay started Harrington Communications, a marketing agency specifically for lawyers and law firms. Jay was able to take his agency virtual. In doing so, he built his business around his life.
With his work on thought leadership, Jay’s following in LinkedIn has ballooned. His engagement on the platform is always high.
Jay shares that it's essential to cultivate a network of people who care about what you have to say and offer first.
Jay: “So when I think about LinkedIn, the first step in that process is, are you cultivating a network of people who care about what you have to say? So being very intentional and strategic about who you connect with, you know, how you then engage with that audience.”
Jay: “You want to be in a position where your brand [or] yourself is associated with some a set of ideas, such that when a prospective client faces a challenge or an opportunity, they start to think of you as the expert who can help either overcome that challenge or capitalize on that opportunity.”
Jay: “Making the investment in finding who are the other thought leaders in your space... requires a bit of strategic thinking and research. But once you do, it doesn't require massive amounts of effort, [you can] engage with someone else's post like once a week, or maybe twice a week, and that's enough to get you on their radar screen.”
Jay: “Throughout everything I'm doing all week, the work I’m doing, the things I’m listening to, things I’m reading - I'm running that content that I'm consuming through these filters that I've established for myself, the pillar. So ideas will start coming from everywhere.”
Jay: “People connect with other people... you’re going to see a much greater distribution of your content if you're sharing it through your personal page.”
Moshe: “It's also unlocking what is the pain point or the need of the other person on the other side. That if you pitch this the right way, it's going to be a no brainer for them to say, ‘Oh, this is somebody I need in my life, I need to connect with them and learn more about them.’”
Jay shares that he gauges the audience’s reaction to the content and decides if he can build it to a longer form of content.
Jay: ”Focus in on things that you do well. Develop that skill over time, and you'll benefit from that. But if you dilute yourself too much like you said, you're gonna have a really hard time getting any traction anywhere.”
Jay advises on finding time to develop yourself and for your long-term goals.
Jay: “We can all find 10% of our time, maybe again, that one hour every day, maybe it's half an hour. Whatever it is, be consistent in finding the time to prioritize your long-term objectives, such that you can make those small incremental steps forward, just like small deposits in a 401K account, that will start compounding over time.”
Jay Harrington is the co-founder and chief strategist of Harrington Communications. This agency specializes in thought leadership marketing. They are dedicated to helping lawyers and law firms stand out in a crowded marketplace.
Jay firmly believes in defining and dominating niche markets by first identifying business objectives, defining target markets, building awareness and influence online.
For over a decade, the agency has helped several lawyers craft their unique branding and get more business opportunities. The agency specialized in various marketing services, including thought leadership strategy, writing, podcasting, video marketing, and visual storytelling.
Jay has written three books to help lawyers. These are The Essential Associate, The Productivity Pivot, and One Of A Kind.
Jay also hosts The Thought Leadership Project Podcast. Here, he interviews industry leaders and shares insights to help lawyers further improve their practice.
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