Former athlete & music producer turned creative entrepreneur, Travis Lachner (aka TLock) helps high-performers level-up with media-based marketing via podcasts, live shows & video, as well as brand & digital marketing. This week we'll get some of Travis's best advice for marketing your business or brand and learn about how he's crushing it on LinkedIn!
Tune in for this energetic conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.
Jeremiah introduces the message of the week, “recognize your roots, but realize they’re for growing”, and introduces his guest, Travis Lachner. Jeremiah and Travis discuss Travis’s time in music and athletics and the journey of transitioning from that to digital marketing. Travis explains that his work ethic and personality came from his childhood time as an athlete, and how he focused on athletics until college when he realized he wouldn’t be able to pursue hockey anymore, and changed his focus to becoming a music producer. While struggling with producing music, Travis explains he was able to find branding and marketing, and found that he was not only exceptional at it, but also enjoyed it. The two discuss their formal education in college, with Jeremiah going to school in music and Travis majoring in journalism but pivoting to a more general communications degree. Jeremiah explains how he came to the realization that everything is content and based around content, and how he had been creating content for years, and all he had to do is market said content. Travis explains how recently over the past year all of his previous lanes for career paths have been converging into one.
Jeremiah and Travis discuss digital marketing in the Covid-19 pandemic, and how the client base is expanding because of the pandemic. The two discussed a post that Travis made recently regarding being an introvert, and how continuing to live stream throughout the pandemic has helped him with that. Travis explains how the pandemic is what cemented him in his current position as a digital marketer, giving an anecdote regarding how he was planning a Linkedin event in early 2020 that could not be held in person because of the Covid-19 lockdowns, but he was able to move the event online on Zoom. These Zoom events found popularity, and Travis had decided to move from semi-private Zoom events to public live streams, which had Travis switch his mindset from speaker events to a more television format, allowing him to invest in post production. With the investment in post production, Travis discovered he could make a large amount of content all from one hour of live production. Jeremiah explains how he also came to the conclusion of digital and online marketing around the same time in early 2020, through investing in online business relationships, you can make connections that were not possible before because of geographical differences.
Jeremiah retells how he came about hosting The Entrepreneurial Web, and how it helped him assess the environment of social media in the modern day, and how that evolved to where he is currently in social media and podcasting communities. The two discuss different content market strategies, specifically how to determine a target audience, as most people make the mistake of trying to advertise to everyone, which is not logistically possible and tends to not be successful. Travis explains the process of marketing digital content, and different techniques he makes use of in marketing digital content. Travis also discusses the importance of having a clear strategy from the start, because often if one does not have a clear strategy of who the show is for and what they take from it, one can lose the message and original purpose behind the content.
Jeremiah and Travis discuss Travis’s podcast, The Beast Node, and how it has begun to expand into a community. Travis explains how because of the pandemic he has had time to spend with himself to reflect on himself and his life, and with this extra time he realized he could follow through with his dream of creating his own podcast. The Beast in Beast Node stands for Business, Entertainment, Art, and Sports Talent, which is the focus of his podcast and has many guests on the podcast that are incredibly talented in those industries. Travis explains that he believes that one of the biggest shames of life is someone who dies with their dreams not tried out or realized, and through this podcast he aims to help people with their dreams.
