How Mediators Find Speaking Opportunities In 5 Simple Steps

If you’re looking to get more eyeballs on your mediation services, your website, your brand, and position yourself as a thought leader in the resolution industry, then securing really relevant, reputable speaking opportunities throughout the year should be a major piece of your PR game plan.

I'll lay out that plan for you in 5 simple steps. 

But it’s safe to assume (especially if you read my ramblings enough) that you know this part. What you might not know is where you’re supposed to find all of these relevant, reputable speaking opportunities—especially if you’re an industry newbie. 

Short answer: It’s going to take some Googling. But to make your Googlefest a little more productive, here are 5  different ways to track down the best speaking opportunities for your practice. 

1.     Association Events

Associations are great for sourcing public speaking opportunities because as well as organising events of their own, they’re also often contacted by their members who are looking for recommendations on who might be able to speak at their events. Focus on those that are relevant What events are your clients attending? Remember that you shouldn’t always look for the biggest and splashiest events—especially in the beginning—but the ones that bring together the most relevant audience for your brand.

You’ll probably get to know the bigger (more expensive) shindigs pretty quickly, but keep your eyes peeled for interesting small- to medium-sized events that offer great opportunities for you to connect with your target audience. 

Of course in any association, the key to building relationships and client- work is to network / follow up, network / follow up, and network / followup.

Find the most impressive list of associations at:

https://directoryofassociations.com/browse.asp 

2.     Look Beyond Calls For Speakers

Many events will be broadcasted openly with a call for speakers, but other opportunities are less obvious. For example, when companies merge together, it’s common to hire a speaker or consultant to excite and motivate the newly blended team. Similarly, if an industry is rapidly changing, this could be a chance to lend your expertise. You shouldn’t only focus on open calls for speakers when you might be missing something even more obvious. 

Google search RFP 

While you should always look for open events, don’t limit yourself. When you know your value areas and your ideal clients, you can always find ways to leverage your expertise. Why not pitch your assistance and discover ways to create events around your thought leadership? The best speakers understand that opportunities sometimes need to be built from the ground up. You never know until you ask!  

3.  Cold outreach

The most broad-brushed way to find public speaking opportunities is to use cold outreach, which involves asking event organizers if you can speak at their events OR podcast / YouTube channel. To give cold outreach a try, you can track down some contact details and get in touch with the organisers of those events or channels and send the organizer your pitch package. 

A pitch package.

Do Your Research

A pitch that clearly doesn’t understand the podcast or how it works will go straight to the bin without a second thought. So it’s better to do your research first. Before you even start making a pitch, listen to at least a couple of episodes. This will help you assess if you really are a good fit for the podcast. Take some notes from listening; this will help you personalize your pitch later.

What Can You Bring to the Table?

Make your pitch ideas relevant to what the podcast is about, without repeating what other guests have already said. What knowledge can you specifically bring? What do you have special insight on that other people might not have? Your goal is to show you have something to add to the conversation.

Feel free to think a bit outside the box. As long as you can bring a relevant angle, you can pitch to podcasts that might not be obviously connected to your expertise.

Get the Tone Right

The key is to get straight to the point. The host probably has dozens of pitches to wade through. A concise email that gets straight to business will be a blessing to them and is more likely to get a response. 

As for the tone, you’re going for polite, but more human than robot. They’re looking for someone who will be interesting to listen to, so injecting some of your own personality into your pitch is never a bad thing.

Follow Up

Podcast hosts get pitches all the time. So if you don’t hear back straight away, don’t worry - they might not have gotten around to reading yours yet. But if it’s been a few weeks, feel free to send a polite follow-up email. This will make sure your pitch hasn’t been lost forever in the clutter of cyberspace that is their email inbox.

Podcast Guest Pitch - Example Template

Subject Line

This needs to be short and to the point. Summarize your idea in ten words or less, and put the words ‘podcast guest pitch’ in the subject line, e.g:

Podcast Guest Pitch: Settling Bankruptcy In Mediation

Introduce Yourself

Keep this brief. Give relevant information that explains why you are best placed to talk about the topic you’re pitching, e.g:

Hi [podcast host name],

I’m Mary Mediator, Esq, and I’m a mediator specializing in bankruptcy, refinance  …. After xx years at a large national law firm, I've been mediating bankruptcy and refinance cases for the past 7 years, particularly focusing on …

Why Do You Like Their Podcast?

This is where you show that you’ve actually listened to their podcast. Make sure you’re specific here, as it shows you’ve taken in what they talked about. Mention points from the episodes you listened to, e.g:

I really enjoyed the episode where you discussed how corp. finance/bankruptcy/refinance claims are …..

Ideas For Your Episode

Again, the key here is to be specific. Give two or three bullet points of talking points that you could talk about in depth. Think about what you are uniquely positioned to give information on, and think about what their audience would want to hear. Give the episode title, or even a few example questions that you could answer on the podcast, e.g:

I believe there is a gap in the conversation where we don’t consider the representation of xyz or an abcd perspecttive. I have a few ideas of what I could talk about on your podcast to address this. I could make an episode on any of these, or any other ideas you have that your audience would find interesting.

How ……..

5 Steps to …….

Why ……

Mistakes to avoid …

3 Ways to win in settlement …

5 negotiation techniques that always persuade ….

Relevant Credentials and Experience

This is the time to sell yourself. This part should be all about proving that you’re the best guest to talk about the topics you’ve suggested, e.g:

I have litigated, heard, and mediated and settled billions of dollars in cases …..

Contact Details and Links

Close the email by making it easy for the host to find out more about you and anything you want to promote. Make sure you link to LinkedIn, Buzzsprout, YouTube and of course your website.

You can find me on YouTube at link, on other podcasts at Buzzsprout link, my website at link, and on LinkedIn at link.  You might also enjoy the philanthropic presentation I did at Will Work For Food: The New Possibilities Hour at link. 

The goal is to keep your pitch as brief as possible while still conveying the value you can bring to their audience. 

4.      Calls-to-action

A call-to-action is essentially a short statement that tells people what action you want them to take. As a public speaker, you’ll want to include a call-to-action at the end of all of your podcast, video content, as part of your email signature, or writing articles for an industry publication. If you’re focusing specifically on finding more public speaking opportunities, your calls-to-action should encourage people to book you for their next event. 

Don’t forget to list your speaker availability on your social media profiles and website.

5.  Other speakers’ events lists

This one’s probably the cheekiest tip on our list, but it’s still worth doing because it works. Simply write down a list of your competitors and then slowly go through their websites to see where they’re speaking. It’s a bit of a risk to pitch yourself to corporate clients sourced in this way, but you can often find trade shows or other events where it’s fair game. Combine this with cold outreach to tap into a powerful and almost limitless source of potential speaking opportunities. 

Additionally, you don’t have to stay entirely in your own lane. If you know your top competitors in your industry, it’s smart to consider what they’ve done in the past. In other words, you don’t have to reinvent the wheel.  

Who are your competitors’ past clients? What events did they speak at? These are most likely a good fit for you as well, and they were clearly open to hiring speakers at one point. You could always reach out with a helpful pitch. For example, say something along these lines: “I saw that you hired Speaker Name a few months ago. I have a great keynote that builds off of that.” From there, this is an opportunity to start a conversation. 

There’s nothing wrong with piggybacking off competitors. However, make sure you don’t copy them. You want to always do your own thing or build upon their expertise. What can you do better? What unique perspective do you bring to the table? When you understand your value, it’s easier to sell yourself when it matters the most.  

This is another reason why it’s important to be an active part of your community. When you’re engaging with other speakers, thought leaders, and experts on social media and at in-person events, you discover gaps in the space. This is a prime opportunity to get noticed.  

Now that you know just a few of our top tips for finding public speaking opportunities, it’s over to you so that you can put what you’ve learned today into practice. The good news is that there are plenty of opportunities out there if you know where to look, and so it’s all about doing what you can to get your name out there to your industry as well as those for public speakers if available in your part of the world. 

In the meantime, we’d love to hear from you, so be sure to let us know how you get on in the comments and to follow us on your social media channels of choice for further updates. We’ll see you soon!

 

A Mediator's Guide To Understanding the Pricing Process

The pricing process in mediation is often complex, owing to the uniqueness of every dispute. To price your services effectively, you must understand various pricing models, such as hourly rates, flat fees, or retainer models, and when each is appropriate.

Understanding the Pricing Process

Determining the appropriate pricing for mediation services can be a multifaceted task due to the inherent complexity and uniqueness of each dispute. To effectively price your services, it is crucial to comprehend and evaluate various pricing models, including hourly rates, flat fees, and retainer models, and determine which model is most suitable for different scenarios. This section of the book provides comprehensive guidance on understanding these pricing models, analyzing your cost structure, and accurately determining the value you offer to your clients.

One commonly used pricing model in mediation is the hourly rate. Under this model, mediators charge clients based on the number of hours spent on the mediation process, including preparation, sessions, and any additional services. Hourly rates provide a transparent and flexible pricing structure, allowing both mediators and clients to have a clear understanding of the cost associated with the services rendered.

Another pricing model to consider is the flat fee. With a flat fee structure, mediators charge a predetermined fixed amount for their services, regardless of the time spent on the mediation process. Flat fees can offer predictability and simplicity for clients, as they know the exact cost upfront. This model of pricing can be for ½ day or full day services (note – if you choose this model, consider charging more for the first half of the day than the full day)

The retainer model is yet another pricing approach utilized in mediation. Under this model, clients pay an upfront retainer fee to secure the mediator's services for a specific period or until the resolution of the dispute. The mediator then deducts the fees for their services from the retainer as the process progresses.

the importance of analyzing your cost structure. By understanding your expenses, such as overhead costs, professional development, marketing, and administrative expenses, you can accurately assess the financial aspects of your mediation practice. This analysis enables you to determine the minimum acceptable fee level required to cover your costs and generate a reasonable profit.  

Price Setting Techniques
Setting the right price for mediation services is a delicate balancing act that requires careful consideration. It involves finding the sweet spot that ensures both business profitability and customer satisfaction. Pricing too high may discourage potential clients, while pricing too low can undervalue your services and hinder the growth of your practice. Let’s cover various price-setting techniques, including cost-plus pricing, value-based pricing, and market-oriented pricing, providing mediators with the tools to establish optimal pricing strategies for their services.

Cost-plus pricing is a straightforward approach that involves calculating the total cost incurred in delivering mediation services and adding a predetermined profit margin. This technique considers both direct costs, such as time spent on mediation sessions, administrative expenses, and any additional costs specific to the dispute, as well as indirect costs like overhead expenses and professional development. By accurately assessing costs and adding an appropriate profit margin, mediators can set prices that cover their expenses and generate a reasonable profit. Cost-plus pricing ensures that mediators are compensated for their time and expertise while maintaining a sustainable practice.

Value-based pricing is a technique that revolves around understanding and capturing the perceived value of mediation services from the client's perspective. Instead of solely relying on costs, this approach takes into account the benefits, outcomes, and impact that clients expect to gain from the mediation process. Mediators employing value-based pricing focus on quantifying and communicating the value they provide to clients, such as improved relationships, reduced legal costs, or long-lasting resolutions. By aligning the price with the perceived value, mediators can establish a strong value proposition and attract clients who recognize the benefits of their services.

Market-oriented pricing involves analyzing the competitive landscape and setting prices based on market dynamics. This technique considers factors such as the prevailing rates charged by other mediators in the same geographic area and specialization, as well as the demand and supply dynamics of the market. Market-oriented pricing requires careful market research and benchmarking to ensure that the prices set are competitive while reflecting the unique value and expertise of the mediator. By staying aware of market trends, mediators can position themselves strategically and adjust their prices to meet market expectations.

It's important to note that price-setting techniques can be combined or customized to suit the specific needs of mediators and their target market. Furthermore, flexibility in pricing strategies may be necessary for different types of disputes, clients, or market segments.

Ultimately, selecting the appropriate price-setting technique requires a thorough understanding of your costs, the perceived value of your services, and the dynamics of the market in which you operate. By implementing these pricing techniques effectively, mediators can strike a balance that not only ensures the profitability and sustainability of their practice but also resonates with clients and fosters long-term satisfaction.  

Competitive Pricing Analysis

In the dynamic field of mediation, understanding the pricing landscape and staying competitive is crucial for attracting potential clients and ensuring the success of your practice. Conducting a comprehensive competitive pricing analysis allows mediators to gain insights into what their competitors are charging for similar services. By evaluating market rates and understanding the pricing strategies of other mediators, you can position your prices competitively, making your services more attractive to potential clients.

The first step in conducting a competitive pricing analysis is identifying your key competitors. These can be mediators or mediation firms who offer similar services or specialize in the same niche or geographic area. It is essential to identify a representative sample of competitors that accurately reflects the market dynamics and your target audience. Once identified, gather information on their pricing structures, fee schedules, and any additional services or packages they offer. This can be done through research, online searches, or networking with industry professionals.

After collecting the necessary data, analyze and compare the pricing information obtained from your competitors. Look for patterns, trends, and commonalities in their pricing strategies. Assess the factors that may influence their pricing decisions, such as their level of experience, expertise, reputation, geographic location, specialization, and the perceived value they offer to clients. This analysis will provide you with valuable insights into the pricing landscape, helping you understand how your competitors position themselves in the market and what pricing ranges are prevalent.

Based on the findings of your competitive pricing analysis, you can adjust and fine-tune your own pricing strategy. This section of the book guides you through the process of leveraging the information gathered to inform your pricing decisions. It helps you strike the right balance between competitiveness and profitability by considering factors such as your costs, value proposition, unique selling points, and target market. By incorporating market rates into your pricing strategy, you can ensure that your prices are attractive to potential clients while still allowing you to achieve your desired financial goals.

Furthermore, the competitive pricing analysis can provide insights beyond pricing alone. It can shed light on additional services, packages, or incentives that competitors offer, allowing you to identify potential areas for differentiation and innovation. By understanding what sets your competitors apart, you can strategically position your own services and craft unique value propositions that resonate with your target market.It is important to note that competitive pricing analysis should not be the sole determinant of your pricing strategy. While it provides valuable information and a benchmark for market expectations, other factors such as your own costs, value proposition, and business objectives should also be considered. The competitive pricing analysis serves as a tool to inform your decision-making process and ensure that your prices remain competitive in the context of the market. 

So what pricing structure do you have and is now a good time to re-evaluate how much you’re charging?

Timeline, Setting Goals, and Measuring Marketing Success for Mediation Practice Development

Establishing a successful mediation practice requires a structured approach with clear timelines, goal setting, and continuous measurement of marketing success. Here’s a detailed guide to help you develop your practice effectively:

Timeline for Practice Development

First 3 Months: Laying the Foundation

• Clarify Purpose and Values: Define your core values, mission, and unique selling points. This foundation will guide your marketing strategy.

• Business Planning: Develop a comprehensive business plan, including market research, target audience identification, financial projections, and initial marketing strategies.

• Branding: Create a professional brand identity, including a logo, business cards, and a basic website to establish an online presence.

3-6 Months: Building Visibility

• Networking: Attend local ADR luncheons, seminars, and industry events to build connections and raise awareness about your practice.

• Online Presence: Develop and launch a professional website with detailed information about your services, mission, and contact details. Start a blog to share insights and establish your expertise.

• Marketing Materials: Create brochures, flyers, and other marketing materials to distribute at networking events and within your community.

6-12 Months: Expanding Reach

• Content Marketing: Regularly update your blog and consider contributing articles to industry publications to enhance your credibility.

• Social Media: Establish a presence on relevant social media platforms (LinkedIn, Twitter, Facebook) and engage with your audience through regular posts and interactions.

• Workshops and Seminars: Host or co-host workshops and seminars to showcase your expertise and attract potential clients. These events can be both physical and virtual.

1-2 Years: Deepening Engagement

• Client Relationships: Focus on building strong relationships with initial clients and seek testimonials and referrals to build your reputation.

• Advanced Networking: Join professional organizations and consider taking on leadership roles to increase your visibility and influence within the field.

• Continuous Learning: Attend advanced training and workshops to stay updated on the latest mediation techniques and industry trends.

2-3 Years: Sustaining Growth

• Evaluate and Adjust: Regularly review and adjust your marketing strategies and business plan based on what has been most effective.

• Mastering Social Media

• Deeper Engagement Within Networking Groups

• Multi-Faceted Outreach to Clients and Prospective Clients

Setting Goals

SMART Goals:

• Specific: Clearly define what you want to achieve. For example, “Increase website traffic by 30% in six months.”

• Measurable: Ensure your goals can be tracked and measured. Use metrics like website visits, social media engagement, or the number of new clients.

• Achievable: Set realistic goals based on your resources and current market conditions.

• Relevant: Align your goals with your overall business objectives and mission.

• Time-bound: Set deadlines for achieving your goals to maintain focus and motivation.

Examples of Marketing Goals:

• Increase Online Presence: Aim to have 500 website visitors per month within the first six months.

• Enhance Client Engagement: Secure 10 client testimonials and 3 case studies within the first year.

• Expand Professional Network: Attend 12 networking events and join 3 professional organizations within the first year.

• Grow Client Base: Sign 20 new mediation clients within the first year of practice.

Measuring Marketing Success

Key Performance Indicators (KPIs):

• Website Analytics: Track metrics such as unique visitors, page views, bounce rates, and conversion rates using tools like Google Analytics.

• Social Media Metrics: Monitor engagement rates, follower growth, and the reach of your posts on platforms like LinkedIn, Twitter, and Facebook.

• Lead Generation: Measure the number of new leads generated through your marketing efforts and the conversion rate of those leads into clients.

• Client Feedback: Collect and analyze client feedback through surveys and reviews to gauge satisfaction and areas for improvement.

• Referral Rates: Track the number of referrals you receive and their sources to understand the effectiveness of your referral programs and partnerships.

Regular Reviews:

• Monthly Reviews: Conduct monthly reviews of your marketing activities and performance metrics. Adjust strategies as needed based on these insights.

• Quarterly Assessments: Perform more in-depth quarterly assessments to evaluate the overall effectiveness of your marketing plan and make strategic adjustments.

• Annual Audits: At the end of each year, conduct a comprehensive audit of your marketing efforts to understand what worked well and what didn’t. Use this information to refine your marketing plan for the coming year.

By following this structured approach, setting clear goals, and regularly measuring your marketing success, you can develop a thriving mediation practice that effectively attracts and retains clients.

The Familiarity Factor: Enhancing Practice Development with Rapport

In the realm of mediation and arbitration, building rapport is essential for establishing trust with both clients. When considering your online marketing strategy, one of your top priorities should be to build rapport through familiarity.

The more frequently individuals encounter your mediation or arbitration practice, the more familiar and trustworthy you appear. Imagine driving through an unfamiliar town and noticing multiple branches of a local restaurant—you'd likely assume it's a reputable establishment. Similarly, consider billboards for real estate agents; seeing an agent’s name repeatedly on billboards or in commercials creates a perception of credibility and significance. While this might not always reflect reality, exposure and familiarity do build rapport in a consumer's mind, often subconsciously.

When it comes to building rapport through internet marketing, mediators and arbitrators need to focus on two key audiences.

Build Rapport with Your Network

It’s easy to view internet marketing solely as a way to attract new clients. However, your existing clients, colleagues, and referral sources (your network) also spend significant time online. Ensuring your internet marketing efforts keep you connected and familiar (top of mind) with your network is crucial.

For example, you might regularly share updates and insights relevant to dispute resolution on professional networking sites like LinkedIn. By doing so, you maintain visibility among your professional peers and clients, reinforcing your presence and expertise.

Build Rapport with Prospects

A robust online presence—encompassing a professional website, active social media profiles, Google listings, and video content—makes you more visible. Just like the real estate agent on a billboard, increased online visibility helps build your brand and generates leads through repeated exposure. Prospective clients are more likely to choose a mediator or arbitrator they frequently encounter online, as this familiarity fosters trust.

Practical Steps to Build Rapport

To achieve this, consider implementing the following strategies:

1. Email Newsletter: Send a regular email newsletter to stay connected with your network. Include a professional photo of yourself to help subscribers associate your face with your practice. Share updates, insights, and success stories related to mediation and arbitration.

2. Blog and Video Content: Create blog articles and video content addressing common issues in mediation and arbitration. This not only enhances your online presence but also positions you as a thought leader in your field. Repurpose this content for your email newsletter to reinforce your expertise.

3. Social Media Engagement: Establish and maintain active profiles on social media platforms, particularly LinkedIn and Twitter, where professionals and potential clients are most active. Share relevant content, engage in discussions, and provide valuable insights to build rapport and familiarity.

Professional Assistance

If you recognize the importance of these strategies but prefer to focus on your practice rather than marketing, consider partnering with a marketing firm specializing in online presence for mediators and arbitrators. They can manage these tasks efficiently, ensuring your practice remains visible and familiar to your target audience.

By prioritizing familiarity and consistent online engagement, you can build strong rapport with both your network and potential clients, ultimately enhancing the trust and credibility of your mediation or arbitration practice.

Sustaining Success in Your Mediation Practice Marketing in 7 Easy Steps

Marketing is not a one-time effort, but an ongoing process. To sustain your success in the practice of mediation, you must continually evaluate and adjust your marketing strategies to match the changing market trends. The importance of maintaining ongoing marketing efforts can’t be overstated. Here are some strategies for doing just that.

Marketing in the field of mediation is not a one-time endeavor; it requires continuous effort and adaptation to keep up with the evolving market landscape. Sustaining success in mediation necessitates ongoing marketing efforts to maintain visibility, attract new clients, and stay ahead of competitors. Today’s video emphasizes the significance of maintaining consistent marketing activities and provides strategies to ensure your marketing efforts remain effective over time.

1.    Regular evaluation and analysis: Continually evaluate the effectiveness of your marketing strategies to identify what is working and what needs adjustment. Monitor key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and client acquisition. Analyze the data provided by analytics tools and gather feedback from clients to gain insights into their experiences and preferences. Use this information to make data-driven decisions and refine your marketing approach accordingly.

2.    Stay updated with market trends: The field of mediation is constantly evolving, influenced by changes in legal regulations, client expectations, and industry trends. Stay informed about the latest developments, emerging techniques, and market demands by reading industry publications, attending conferences and workshops, and participating in relevant professional associations. By keeping abreast of the latest trends, you can align your marketing efforts with the changing needs of your target audience and position yourself as a trusted and up-to-date mediator.

3.    Social Media content creation and distribution: Maintain a consistent content creation and distribution strategy to keep your audience engaged and attract new followers. Continually produce valuable and relevant content, such as blog articles, videos, or podcasts, that addresses the challenges, concerns, and interests of your target audience. Regularly share this content on your website, social media platforms, and email newsletters. Stay responsive to your audience's feedback and questions, incorporating their input into future content to demonstrate your commitment to addressing their needs.

4.    Refine your brand message: Regularly evaluate and refine your brand message to ensure it effectively communicates your unique value proposition and resonates with your target audience. Review your website, social media profiles, and marketing materials to ensure consistency and clarity in conveying your expertise and the benefits of your mediation services. Fine-tune your brand positioning and messaging based on market research, feedback from clients, and insights gained from industry networking.

5.    Cultivate client relationships: Building and nurturing strong relationships with your clients is essential for ongoing marketing success. Provide exceptional service to your existing clients, ensuring their satisfaction and encouraging them to refer your services to others. Implement follow-up procedures to gather feedback, address any concerns, and maintain open lines of communication. Engage with clients on social media platforms by connecting, messaging, liking, commenting on, and sharing their posts. By fostering positive client relationships, you increase the likelihood of repeat business and word-of-mouth referrals, which are invaluable marketing assets.

6.    Networking and collaboration: Actively engage in networking activities and seek opportunities for collaboration within the mediation community. Attend industry events, participate in webinars, and join professional associations to connect with potential clients and peers. Share your insights, participate in panel discussions, and offer training sessions or workshops to showcase your expertise and establish yourself as a thought leader. Collaborate with other mediators, legal professionals, or complementary service providers to expand your reach, cross-promote each other's services, and leverage each other's networks.

7.    Monitor and adapt your marketing plan: Regularly review and update your marketing plan to ensure it aligns with your business goals and accommodates changes in the market landscape. Assess the performance of your marketing activities, adjust strategies as needed, and explore new tactics or channels to reach your target audience. Stay agile and responsive to shifts in client preferences, emerging technologies, and competitive dynamics. By continually monitoring and adapting your marketing plan, you can maintain relevance and effectiveness in your marketing efforts.

By embracing ongoing marketing efforts, you can sustain your success as a mediator. Continually evaluate and refine your strategies, stay informed about market trends, create and distribute valuable content, cultivate client relationships, engage in networking, and adapt your marketing plan accordingly. With a proactive and adaptive approach to marketing, you can position yourself as a trusted mediator, attract new clients, and foster long-term growth and success in your mediation practice.

PROMOTING A NEGATIVE: A guide for mediators

It goes against human nature to admit a problem.  We’ve had “Think positive” drilled into our psyches for years now.  In fact, “thinking positive” has been the subject of endless books and articles. 

Let’s take this tenet of thinking positive one step further – into the marketing of an apparent negative like the dispute resolution industry.  It may surprise to you that one of the most effective ways to get into a prospect’s mind is to first admit a negative and then twist it into a positive.   

“With a name like Smucker’s, it has to be good.”

“The 1970 VW will stay ugly longer.”

“Joy.  The most expensive perfume in the world.” 

What’s the deal here?  Why does a dose of honesty work so well in the marketing process? 

Well, candor is very disarming.  Every negative statement you make about yourself is instantly accepted as truth.  Positive statements, on the other hand, are looked at as dubious at best, especially in a marketing piece.  You have to prove a positive statement to the prospect’s satisfaction.  No proof is needed for a negative statement. 

“With a name like Smucker’s, it has to be good.”  Most companies, especially family companies, would never make fun of their own name.  Yet the Smucker family did, which is one reason why Smucker’s is the No. 1 brand of jams and jellies.  If your name is bad, you have two choices: change the name or make fun of it.  The one thing you can’t do is to ignore a bad name.

“The 1970 VW will stay ugly longer.”  A car that ugly must be reliable, thinks the prospect. 

“Joy. The most expensive perfume in the world.”  If people were willing to pay $375 an ounce, it must be a sensational perfume. 

So why go with the obvious?  Marketing is often a search for the obvious.  Your marketing efforts should be devoted to using ideas and concepts already installed in the brain.  You have to use your marketing programs to “rub it in.”  

Let me read to you an example of a mediator bio showing the possible negatives and then the positive sides. 

Mary The Mediator has a deep understanding of myriad legal issues having represented both plaintiffs and defendants, large corporations as well as individuals, and private and public companies. As in-house counsel with oversight for bet the-company and other high-profile litigation, she gained firsthand knowledge of companies’ internal operations, policies, procedures, and corporate demands and objectives.

Most importantly, Mary The Mediator is a neutral who understands what your case needs.

You need a neutral who understands the culture of big companies and big law so that you’re not put in the position of explaining who you are, what you do, and why you do it. 

You need a neutral who comprehends the pressures you’re under and the decisions that you face. Mary The Mediator has first-hand experience with the daily tasks and demands placed on you.

You need a neutral with the requisite interpersonal skills to manage contentious relationships and help you move from impasse to problem-solving.  Mary The Mediator has fine-tuned her tactical, negotiation, and resolution skills over decades of working with clients just like you.

You need a neutral who, through patience and tenacity, can help you find and draft a durable and reasonable solution.  One of Mary The Mediator’s notable skills is that she doesn’t give up on helping you. She understands how important it is to keep channels of communication open, processes moving forward, and resolution within reach.

You need a neutral who, when asked, can give you an impartial reality check.

And you need a neutral with the essential experience and communication skills to make of this possible.

Throughout her extensive career, Mary The Mediator has worked with private and public companies across multiple industries. She has gained an in-depth understanding of, and helped to resolve, a wide range of commercial and legal issues, including securities, insurance, structured finance, corporate governance, tort, and employment. This professional experience, complemented by her perceptive, trustworthy, and solution-oriented disposition, enables her to effectively resolve multifaceted disputes and challenging dynamics.   

When you start a marketing message by admitting a problem, people tend to, almost instinctively, open their minds.  

Now with that mind open, you’re in a position to make the most of your positive, which is your selling idea. 

One final note: candor must be used carefully.  First, your “negative” must be widely perceived as a negative.  It has to trigger an instant agreement with your prospective client’s mind. If the negative doesn’t register quickly, your potential clients will be confused and will wonder, “What’s this all about?” 

Next, you have to shift quickly to the positive.  The purpose of candor isn’t to apologize. The purpose of candor is to set up a benefit that will convince your prospect. 

This just reinforces the old maxim: Honesty is the best policy.

Professional Development Opportunities For Mediators

From certification programs and training courses to industry conferences and seminars, there are numerous opportunities for professional development in the field of mediation.

6 Professional Development Opportunities

The field of mediation offers a wide range of professional development opportunities that enable mediators to enhance their skills, expand their knowledge, and stay updated with industry trends. These opportunities provide valuable platforms for learning, networking, and professional growth. In this section, we will explore different types of professional development opportunities available in mediation and provide advice on how to choose the ones that are most beneficial to you and align with your professional goals.

1.     Certification Programs and degrees from established colleges and universities: Certification programs and degrees provide structured training and education in ADR in general and for specific areas of mediation. They are designed to deepen your knowledge, develop specialized skills, and demonstrate your expertise in a particular field. For example, you may consider pursuing certifications in family mediation, workplace mediation, or international mediation. When choosing a certification program, ensure that it is offered by a reputable organization or institution, covers relevant topics, and provides comprehensive training that aligns with your interests, career goals and the has the necessary training that your clients will want from you.

2.     Training Courses and Workshops: If a degree isn’t what you need or you’re your clients will want to see your resume, training courses and workshops offer focused and practical learning experiences in various aspects of mediation. These opportunities allow you to develop specific skills, learn new techniques, and gain hands-on experience under the guidance of experienced mediators. Look for training courses that offer interactive and experiential learning, provide opportunities for role-playing and case studies, and are facilitated by knowledgeable trainers. Consider the topics, duration, and learning outcomes of the training courses to ensure they meet your learning objectives.

3.     Industry Conferences and Seminars: For continuing education, industry conferences and seminars bring together mediators, practitioners, scholars, and thought leaders in the field. These events offer opportunities for learning, networking, and staying updated with the latest research, trends, and best practices in mediation. When choosing which conferences or seminars to attend, consider the quality and reputation of the event, the diversity of topics and speakers, and the relevance of the content to your practice. Look for conferences that offer a mix of keynote speeches, panel discussions, and interactive workshops to maximize your learning experience.

4.     Webinars and Online Learning Platforms: Additionally, webinars and online learning platforms provide convenient and accessible options for professional development. They allow you to learn from experts in the field, engage in interactive sessions, and access resources from the comfort of your own space. Look for webinars and online learning platforms that offer a variety of topics, reliable presenters, and opportunities for discussion and Q&A sessions. Consider your preferred learning style and schedule when selecting webinars or online courses to ensure they fit your needs.

5.     Peer Learning and Mentorship: Peer learning and mentorship offer valuable opportunities for mediators to learn from and support one another. Participating in study groups, discussion circles, or peer supervision sessions allows you to share experiences, exchange ideas, and receive feedback from fellow mediators. Seeking mentorship from experienced mediators can provide guidance, practical advice, and support in your professional development journey. When engaging in peer learning or mentorship, seek individuals with diverse experiences, expertise, and a willingness to share their knowledge.

6.     Professional Association Resources: Professional associations and organizations in the field of mediation often provide resources, publications, webinars, and conferences that cater to the professional development needs of mediators. Consider joining a reputable professional association or organization that aligns with your practice area and interests. Explore the resources and opportunities they offer, such as newsletters, online forums, specialized training programs, and networking events. Active involvement in these associations can provide access to a supportive community, valuable resources, and opportunities for collaboration.

When choosing professional development opportunities, consider the following factors:

• ·       Relevance: Ensure that the opportunity aligns with your professional goals, interests, and practice area. Choose opportunities that address specific gaps in your knowledge or skills.

• ·       Quality and Reputation: Research the reputation and credibility of the program, organization, or event. Look for reviews, testimonials, or recommendations from trusted sources.

• ·       Expertise of Facilitators or Speakers: Consider the expertise and experience of the facilitators or speakers involved in the opportunity. Verify their qualifications, reputation, and contributions to the mediation field.

• ·       Cost and Accessibility: Evaluate the cost, location, and accessibility of the opportunity. Consider your budget, schedule, and geographical constraints when making your selection.

• ·       Continuing Education Requirements: If you are bound by professional or regulatory bodies, check if the opportunity fulfills continuing education requirements or contributes to your professional development obligations.

Remember that professional development is an ongoing process, and it is beneficial to engage in a variety of opportunities throughout your career. By actively seeking professional development, you demonstrate a commitment to excellence, continuous learning, and the growth of your mediation practice.

Once you’ve completed any professional development program don’t forget to update your bio / resume / CV so that prospective clients can easily see your devotion to professionalism. 

And most importantly, although I think that continuing education is always valuable, before you invest your time and money (both limited resources) think about how any professional development education will enhance your ability to serve clients or help you grow your practice.  Of course professional development matters to all of us.  But if your professional development matters a lot to your clients, it should matter a lot to you too.

Practice Development Tips For Mediators From Lessons I Learned In The Kitchen

I like English Toffee.  It’s simple to make and delicious.  And it’s the perfect analogy to marketing your ADR practice. Here’s how. 

English toffee has 5 basic ingredients that most of us have at our fingertips.  Toffee is just sugar, water, butter, salt, and vanilla.  You’ll also want a candy thermometer.  For practice development those 5 ingredients translate to networking, writing, speaking, training, and social media.   The candy thermometer is the analytics you use to measure your success. 

Making toffee requires patience.  Building a practice requires patience.   

For toffee, you combine all the ingredients in the right amounts and stir consistently until you reach the hard boil point. Et voila – a perfect and delicious hard candy.   

The thing is if you’re impatient, you either end up burning your toffee or with soft caramel.  Burning your batch of toffee is just tragic.  And being impatient and taking your toffee off the stove too early will result in a pan of caramels.  Now I’m a fan of caramel. It’s soft and yummy.  But it’s not the ultimate goal – hard toffee.   

In building your practice, you want the hardness of toffee.  

And just like making hard toffee, building your practice is both an exercise in patience and exercising your stirring muscles.  The first ten minutes of stirring doesn’t show much progress.  But then … the magic happens and very quickly your mixture turns from bubbling sugar into amazing toffee.  Hard, sweet and delightful.

When you’re building your practice, it takes a basic recipe (your strategy), a little patience and consistent efforts to see results.  Practice development is a simple mix of ingredients, networking, writing, speaking, training, and social media all applied in the right amounts over time and using analytics to mark your successes.

For us the recipe (strategy) is simple – sit down and figure in what portions you’ll be promoting your practice using networking (the main ingredient), augmented and flavored with writing, speaking, training, and social media.  Be sure to utilize your preferred analytics tool to manipulate (stir) your strategic recipe to the right temperature (for us this success is getting more cases).  Now add a massive amount of patience and keep stirring.   

And then … bingo … the cumulative effect of your marketing efforts turns your slowly boiling practice into a full-blown success

Without the recipe, it’s unlikely that most folks would make it to minute five, never mind ten.  But you’re not most folks.  I happen to think that just knowing it can be done, just tasting that success makes it far more likely you’re going to stick it out and do it again.  Because once you’ve set out to make a hard toffee or a successful practice, you’ll want to repeat that experience. 

It might feel like a bit of slog now, but when the magic happens, you’ll be happy with the results and you won’t be thinking about those first 9 minutes of burning arm muscles and unfulfilled goals.  You’ll be thinking about the sweet success you’re seeing and repeating the recipe for those successes again and again.

Often, we assume that today’s caramel is the entire result, but it doesn’t have to be.  Keep at it and you’ll get the English Toffee you were hoping for.

Navigating Social Media as a Mediator: Best Practices and Pitfalls to Avoid

Social media has become an integral tool for communication, networking, and outreach. For mediators, harnessing the power of social platforms can enhance visibility, foster connections, and amplify your message of conflict resolution and peacebuilding. But, navigating social media requires a nuanced approach, balancing professional engagement with ethical considerations. So today, let’s explore what mediators like you should post on social media and the pitfalls to avoid.

What Mediators Should Post on Social Media:

Educational Content: Share insights, articles, and resources related to conflict resolution, mediation techniques, and best practices. Providing valuable information demonstrates expertise and fosters engagement with your audience.

Success Stories: Highlight successful mediation cases (while preserving confidentiality) to showcase the positive impact of mediation on resolving disputes and building relationships. Personal narratives humanize the process and inspire trust in your abilities.

Thought Leadership: Offer commentary on current events, trends, and challenges in the field of conflict resolution. Position yourself as a thought leader by sharing your perspectives, opinions, and innovative ideas.

Give an Update:  Sharing timely news pertinent to your followers.  To provide proof of your professionalism, credibility and authority, and that you’re well-informed about your field’s advancements, is by disseminating important news that resonates with your followers. To illustrate, if you’re an insurance mediator, sharing about the latest amendments to insurance laws is an excellent strategy to offer useful insights to your followers while underscoring your own proficiency.

Promotional Content: Promote your services, upcoming events, workshops, and webinars related to mediation and conflict resolution.

Professional Achievements: If you’ve received an award, completed a relevant course, or achieved a significant career milestone, feel free to share this news. It helps build your professional credibility.

Share someone else’s post / story / article / podcast / event that your potential clients would appreciate.

Events and Workshops: Promote mediation-related events, workshops, or training sessions. This can help attract attendees and facilitate networking opportunities.

Still can’t find something you want to post about.  Use the search feature on LinkedIn.  Just type in the word or hashtag that you’re interested in, hit the enter key and let LinkedIn show you what other’s are talking about, posting, writing on, sharing, and giving presentations about.

What Mediators Should Never Post on Social Media:

Confidential Information: Avoid sharing details or identifying information about specific mediation cases, parties, or outcomes. Respect confidentiality agreements and uphold the integrity of the mediation process.

Biased or Offensive Content: Refrain from posting content that may be perceived as biased, discriminatory, or inflammatory. Maintain professionalism and neutrality in all communications to preserve trust and credibility.

Legal Advice: Resist the temptation to provide legal advice or opinions on specific legal matters. Mediators should focus on facilitating communication and negotiation, leaving legal interpretations to qualified professionals.

Personal Opinions: Exercise discretion when sharing personal opinions or engaging in controversial topics unrelated to conflict resolution. Remember that your online presence reflects your professional identity and may impact your reputation.

Overly Personal Content: Maintain boundaries between your personal and professional life by avoiding oversharing personal information or irrelevant updates. Keep the focus on your expertise and the value you offer as a mediator.

False or Misleading Information; Ensure that the information you share is accurate and reliable. Sharing false or misleading information can damage your credibility and the credibility of the mediation profession.

Social media can be a powerful tool for you to connect with your audience, share valuable insights, and promote your services. By adhering to best practices and avoiding common pitfalls, you can leverage social platforms to elevate your presence. Remember, every post should add value, uphold professionalism, and respect confidentiality.

Mediator Marketing: The Best Clients Don’t Come From Google

This year alone, we’ve spoken to hundreds of solo & small-firm lawyers about their internet marketing strategy. And we’re surprised by how often the conversation starts with “How can I get on the first page of Google?”

Most lawyers are way too focused on SEO (Search Engine Optimization) and as a result, are missing out on bigger and better marketing opportunities. the internet is MUCH BIGGER than Google. There are more important, more foundational, and more profitable strategies to pursue with your internet marketing.

Today we’re going to look at one simple but very important reason why this is true: Because the best clients don’t come from Google. 

Google is transaction-minded.

Google means allowing yourself to become a commodity.

So your main goal shouldn’t be to show up at the top of Google’s rankings. Your goal should be to become known as THE leader, the go-to guy/gal, the authority in your market. You want prospective clients searching for YOU… not generic search engine phrases. 

Let’s explore why SEO (Search Engine Optimization) might not be a top priority for mediators in their marketing efforts.

Why SEO Isn’t a Priority for Mediators in Marketing

**1. Nature of Mediation Services

Mediation is a highly personalized service that relies on referrals, word-of-mouth, and direct connections. Unlike products or general services, people seeking mediation often look for specific qualities in a mediator, such as empathy, trustworthiness, and experience. These factors play a more significant role than search engine rankings.

**2. Local and Niche Focus

Mediators typically operate within specific geographic areas or niche markets. Their clients are often local or have specific needs related to a particular industry or conflict type. As a result, broad SEO efforts may not yield substantial benefits. Instead, mediators focus on building relationships within their community or industry.

**3. Referral-Based Marketing

Mediation clients often come through referrals from attorneys, counselors, or previous clients. These referrals are based on personal recommendations and trust. While having an online presence is essential, mediators prioritize networking, attending conferences, and participating in professional associations over SEO strategies.

**4. Cost-Effectiveness

SEO efforts can be time-consuming and expensive. Mediators often have limited marketing budgets. They prefer cost-effective methods such as networking events, workshops, and speaking engagements to connect with potential clients.

**5. Long-Term Relationships

Mediators aim for long-term relationships with clients. They prioritize building trust and rapport over short-term visibility. Repeat business and referrals matter more than ranking high on search engines.

While some mediators may still invest in basic SEO practices (such as having a professional website), it’s understandable why SEO isn’t a top priority. Mediation relies on personal connections, trust, and specialized expertise, which go beyond search engine rankings. Mediators should focus on relationship-building, networking, and providing exceptional service to thrive in their field.

Marketing a Meditation Practice is Like Working Out

In trying explain the best ways in which to market a mediation practice, I have found an analogy that I think I everyone will understand – even if there’s no first hand experience.  Let’s talk about working out.  You know the tradition workout at gym, or in your living room, maybe hiking a mountain, or cycling beautiful trails.  Maybe you’re a swimmer or runner?  Regardless, I think there some interesting parallels between marketing a meditation practice and working out.

We all understand that if we go to the gym and lift weights today, it’s good for us.  We also understand that after that workout if we look in the mirror we’re very unlikely to see immediate results.  The same will be true tomorrow.  And the day after that, and the day after that.  It takes a tenacity and consistency to make big changes in our fitness, strength, and flexibility. 

Just like working out, marketing a meditation practice doesn’t yield immediate results. It’s a long-term commitment. In fitness, you don’t get fit overnight, it takes consistent effort over time. Similarly, building a brand and attracting a dedicated audience in the meditation space is a gradual process.

In both domains, tenacity is key. When you’re working out, there will be days when you don’t see progress, or when you’d rather do anything else. The same goes for marketing - there will be campaigns that don’t work out, or times when engagement is low. But it’s important to stay the course, learn from these experiences, and keep going.

Flexibility

Flexibility is another shared trait. In fitness, it’s about adapting your workout to your body’s needs and capabilities. In marketing, it’s about adjusting your strategy based on market trends, feedback, and results. Being rigid in either case can lead to injury or failure.  Think about where your potential clients are and put yourself in front of them.  Do they prefer in-person presentations?  Are they loving social media?  And if so, which platform?  Maybe they’re keen on trainings or have a preference for reading about topic issues?

The idea, is to be flexible.  Meet your clients where they are.

Strength

Strength in fitness is about more than just lifting heavy weights. It’s about building core stability and endurance. In marketing, think about your particular process or practice strength. This could be seen as your brand’s unique selling proposition - what makes you stand out from the crowd. It’s about building a strong foundation that can withstand market fluctuations.

Consistency

Finally, consistency is perhaps the most important factor in both working out and marketing. In fitness, skipping workouts won’t get you closer to your goal. Similarly, inconsistent messaging or sporadic marketing efforts can confuse your audience and dilute your brand.  Stay on it.  Create a production calendar that keeps your marketing activities (writing, speaking, training, networking, and social media) moving ahead on a regular basis.

So, as we can see, marketing a meditation practice and working out have more in common than one might think. They both require time, tenacity, flexibility, strength, and above all, consistency. So let’s approach our marketing efforts the same way we would approach our workouts - with dedication, adaptability, and a commitment to consistent growth.

5 Ways To Promote Your New Mediation Business On A $0 Marketing Budget

For any business, marketing and advertising can easily be one of your most significant expenses.

And, as a newer mediation business, your job is to provide your clients with cost-effective, problem-solving solutions, not worrying about spending your business revenue on marketing or advertising.

With that in mind, we’ve come up with the following list of 5 simple, low-cost tactics for promoting your mediation business on a $0 marketing budget.  

Search Engine Optimization

Using the right words and keyword terms on your web pages makes it easier for search engines to find your site and display it to the right people when they search for those keywords on Google or Bing.

Note that many other aspects of SEO, such as your site speed and your link profile, go into a full-blown SEO marketing campaign. And, unfortunately, hiring an SEO professional can be expensive.

But using specific, relevant keywords on your web pages doesn’t need to cost a dime!

So while planning and designing your website, make sure to do a bit of keyword analysis, and include those keywords on your site.  

Blogging

Blogging is another effective, low-cost method for promoting your new mediation business.

By creating and writing content related to mediation, arbitration, law, etc., you’ll be able to connect with your audience in a way that can be informative, interesting, and engaging while also painting your business as one that knows what they’re talking about.

Additionally, by creating content that’s relevant to your industry, you’ll gradually be adding an increasing number of relevant, industry-specific keywords to your site, which will boost your site’s SEO at the same time as promoting your brand online! 

Social Media Marketing

There are many reasons that social media marketing is a great way to promote a business.

But one of the best reasons to promote your new mediation business on social media is that it’s completely free to use!

As you progress in the life of your business, you’ll eventually want to use PPC ads and other forms of paid marketing.

But for now, we recommend that you get started by creating a few social media accounts, notably on the most popular networks, like Facebook, Twitter, Instagram, and Linked In.

Then, start connecting with other social users, local businesses, or anyone else you can think of that might be interested in your products or services.  

Word Of Mouth

Although it’s often underrated, word-of-mouth marketing is still, to this day, one of the best ways to promote your new mediation business!

Plus, things like sharing business cards, attending local networking events, and simply talking about your business to your friends and relatives are ideal for spreading the word about your business without spending a dime on ads.   

Online Reviews

Similarly, word of mouth marketing, online reviews are great ways to promote your business to the world.

By making sure that your business is visible on sites like Yelp and Google Maps, internet users will easily view your client or customer reviews from a source they trust.

Just make sure to stay active and respond professionally to all feedback, whether good or bad and always take the time to thank your customers for their feedback.  

$0 Marketing Tips For Mediation Businesses

As a mediation business owner, it can be challenging to find the time or money to promote your new business to the world.

However, marketing and promotion are two essential components to the success of your business!

Fortunately, with social media marketing, blogging, SEO, word of mouth, and online reviews, it’s perfectly possible to market your business without any marketing budget!

How Marketing Perspective Can Propel Your Mediation Practice Forward

Dictionary.com defines Perspective as  the art of drawing solid objects on a two-dimensional surface so as to give the right impression of their height, width, depth, and position in relation to each other when viewed from a particular point.

It also defines perspective as a particular attitude toward or way of regarding something; a point of view and this is what leads me to today’s topic.

How Marketing Perspective Can Propel Your Mediation Practice Forward

The way you present your brand can make or break its success. Marketing isn’t just about promoting your services; it's about building a connection with your clients and prospective clients. A well-crafted marketing perspective can distinguish a company from its competitors by creating a lasting impression and fostering customer loyalty.

Understanding the Market

Before embarking on any marketing initiative, it’s crucial to have a deep understanding of your market. This includes knowing who your potential clients are, what they need, and how they make decisions. Conducting market research helps mediators identify key demographics, prevalent issues, and emerging trends in dispute resolution. This insight enables you to tailor your services and marketing messages to meet the specific needs of your target audience, making your practice more relevant and attractive to potential clients.

Client-Centric Marketing

Another critical aspect of an effective marketing perspective is understanding and valuing the audience. Marketing is not just about projecting a message; it's about engaging in a dialogue. This involves listening to the audience's needs, preferences, and feedback, and then responding appropriately.

When mediators focus solely on delivering their message without considering the audience's perspective, they miss out on valuable insights that could enhance their communications. Audience-centric marketing requires empathy and the ability to view the brand from the consumer's viewpoint. By doing so, neutrals can create content that resonates more deeply, addresses real needs, and builds stronger relationships.

The Power of Subtlety in Marketing

When constructing a marketing campaign, one important element to bear in mind is subtlety. Marketing that shouts at the audience can often come across as desperate or aggressive, which may turn potential customers away. Instead, a subtle approach can be more effective, allowing the audience to engage with the content naturally and on their own terms.

Subtle marketing does not mean being vague or ambiguous; it means providing just enough information to pique interest and encourage further exploration. This method respects the intelligence of the audience, giving them the space to discover the message and its value on their own. For example, rather than bombarding the audience with explicit messages, subtle marketing might use storytelling, evocative imagery, or suggestive themes that invite viewers to draw their own conclusions and develop a deeper connection with the brand.

The Deeper Purpose of Marketing

Great marketing goes beyond the superficial aspects of a business. It delves into the core values and mission that drive your practice. This deeper purpose is what sets your brand apart and gives it a unique identity. Marketing that communicates this purpose effectively can inspire and motivate prospective clients, fostering a sense of trust and loyalty.

For instance, marketing campaigns that highlight a practice’s commitment to sustainability, community involvement, or ethical practices can create a powerful emotional connection with consumers. This approach not only differentiates the brand but also aligns with the growing consumer demand for transparency and corporate responsibility.

The importance of a well-thought-out marketing perspective cannot be overstated. Subtlety, audience engagement, and a deeper purpose are key components of effective marketing. By embracing these elements, mediators can create campaigns that resonate more deeply, foster lasting connections, and ultimately drive success. Marketing is not just about shouting your message the loudest; it's about crafting a narrative that invites your audience to listen, engage, and believe in your services.

Cultivating Visibility: A Strategic Approach for Mediators

As a mediator, your skills, expertise, and dedication to facilitating resolution among conflicting parties are paramount. Yet, while you excel at your craft, one aspect of your profession may require further attention: your visibility to potential clients. The adage "out of sight, out of mind" couldn't be more accurate in the realm of mediation services, and therefore, cultivating visibility is just as critical as honing your mediation skills.

Understanding and implementing a strategy for visibility can be the difference between a thriving mediation practice and one that falls short of potential. Here are several strategies to enhance your visibility and resonate with your potential clients:

1. Personal Branding:

Creating a personal brand is about more than just having a logo or a catchy name. It is about crafting an image that reflects your unique selling points. Consider what sets you apart from other mediators – it could be your specialized knowledge, your methodology, or your success rate. Ensure that your personal brand encapsulates your strengths and resonates with your potential clients.

2. Thought Leadership:

Establishing yourself as a thought leader in your field can significantly increase your visibility. You can achieve this by writing articles, blogs, and op-eds on topical issues related to mediation. Additionally, offering to speak at conferences or conducting workshops can also showcase your knowledge and attract potential clients.

3. Networking:

Actively participating in networking events can expose you to potential clients and build connections with influencers in your field. Don't underestimate the power of face-to-face conversations to create memorable impressions and foster relationships.  And if it’s within your budget … think about sponsoring the networking event or some portion of the event.

4. Social Media Presence:

In the digital age, maintaining a robust social media presence is indispensable. LinkedIn, Facebook, and Twitter provide platforms for you to share your insights, promote your brand, and engage with your audience. Regularly updating your profiles and posting relevant content can elevate your visibility among potential clients.

5. Client Testimonials:

Positive testimonials from satisfied clients are one of the best ways to enhance your reputation and visibility. These testimonials lend credibility to your services and can be featured on your website or social media platforms.

6. Collaborations and Partnerships:

Partnering with other professionals or organizations can widen your reach. These partnerships can lead to referral opportunities, joint marketing efforts, or cooperative events, all of which can enhance your visibility.  An example of this is taking a position of leadership within your target market’s associaitons and organizations.  Getting your name out to potential clients through the associations media, reminding your target market of your specific practice specialty and devotion to the resolution of their unique cases.

7. SEO Optimized Website:

Having a well-designed and SEO optimized website can increase your online visibility. Ensure your website is user-friendly, contains relevant information about your services, and uses strategic keywords that potential clients may use in their online searches.

Remember, visibility doesn't happen overnight. It takes consistent effort and strategic planning. Be patient and persistent in your visibility efforts, and over time, you'll find your reputation and client base growing. Embrace the necessity of visibility just as you have embraced the art of mediation, and you'll see a positive impact on your practice.

Visibility is not just an option for mediators, it's a necessity. By enhancing your visibility, you can unlock new prospects and opportunities, such as media interviews, speaking invitations, writing articles, and leadership roles. These can augment your reputation and authority, essential elements for mediators who rely on the trust and confidence of their clients.

Avoidance of these opportunities is often due to perfectionism, a lack of preparedness, or a hectic schedule. Yet these are mere hindrances. We'll never feel completely ready or comfortable with these endeavors. Still, action always surpasses inaction.

When you push yourself beyond your comfort zone, you enhance your skills and abilities. Thus, make the commitment to make yourself known today. Your proficiency as a mediator is irrelevant if you're invisible in the market.

Just like many others, I, too, grapple with this. It's not an easy task to maintain high visibility, but I've come to realize its indispensability for my career.

So, what measures will you take today to fortify your brand and your practice as a mediator? Get in touch with me for assistance in formulating your visibility and marketing strategy. Remember, visibility is a vital component for mediators to ensure their services are sought after and recognized

Why Sales Funnels Suck And What Mediators Should Do Instead

In an average week I get 5 messages from someone offering to set up a sales funnel for me that promises to get me 10x the number of clients.  Do you get these too?  Every time I get one of these messages, I think about those words – sales funnel.  I also think about how the person who sent me their message has no idea what makes our industry tick.   I avoid companies that want to put me into a sales funnel the same way I avoid mimes on the streets of Paris.  I don’t like being manipulated and entering into a company’s sales funnel leaves me feeling manipulated.

Sales funnels are for selling products.  So you if you’re selling a ADR training or books, then by all means, proceed.  But sales funnels are NOT for selling our neutral services.  And here’s why. 

They're impersonal and wrong for building relationships with clients hiring us as mediators and arbitrators.

I think sales funnels fall short when it comes to fostering genuine, meaningful relationships with prospective clients. We know that the primary reason we get hired is because a client trusts us with their case.

So, let’s cover the reasons why sales funnels are impersonal and why they may not be the best approach for building the relationships that lead to more business for you.

Lack of Personalization

Sales funnels are typically designed to be one-size-fits-all, with the same automated messages and content being delivered to every potential client. This lack of personalization can leave your contacts feeling like just another number in a database, rather than individuals with unique needs and preferences. Building relationships requires understanding and addressing each client’s specific pain points and interests, which is something sales funnels struggle to achieve.

Limited Engagement Opportunities

Sales funnels are inherently focused on driving potential clients towards a specific goal, often a purchase. While this is undoubtedly essential for a business's bottom line, it can lead to a narrow focus that neglects other critical aspects of relationship-building. When the primary goal is to close a sale, there is less room for authentic engagement and nurturing long-term relationships.

Impersonal Automation

Automation plays a significant role in sales funnels, but it can lead to a lack of genuine human interaction. Our clients are human.  And most humans appreciate and respond positively to personalized, human touchpoints. Automated email sequences and chatbots can never replace the warmth and empathy that come from real human connections. Relying solely on automation can make people feel like they are dealing with a machine rather than a caring, empathetic, professional neutral.

Short-Term Focus

Sales funnels tend to emphasize short-term results, prioritizing immediate conversions over long-term customer loyalty. While closing sales is undoubtedly crucial, building lasting relationships involves a more extended perspective. We should be willing to invest time and resources in nurturing relationships that may not pay off immediately but could lead to customer loyalty and advocacy in the long run.

Failure to Address Customer Needs

Sales funnels often center on pushing customers through a predefined set of steps, which may not align with their individual needs or preferences. This can lead to frustration and a sense of being pushed into a decision rather than making an informed choice. Building relationships requires actively listening to clients, addressing their concerns, and tailoring solutions to meet their unique requirements.

Risk of Alienation

Over-reliance on sales funnels can risk alienating customers who value a more organic and authentic approach. Some customers may perceive the funnel as manipulative or pushy, which can erode trust and damage the potential for a genuine, long-lasting relationship.

While sales funnels can be effective tools for driving conversions and revenue, they are not well-suited for building authentic, meaningful relationships with customers. The impersonal nature of sales funnels, their lack of personalization, and their short-term focus can hinder the development of trust and loyalty. To truly build lasting connections with customers, businesses should consider incorporating more personalized, human-centric approaches that prioritize understanding, empathy, and genuine engagement. Building relationships is a long-term endeavor, and while sales funnels have their place in marketing, they should not be the sole strategy for nurturing customer relationships.

So if sales funnels are the wrong way to market your practice, what’s the right way? 

Crafting a Trust-Building Marketing Strategy: The Path to Meaningful Relationships

Building trust and meaningful relationships with potential clients is critical. For us, a well-crafted marketing strategy that focuses on nurturing trust can lead to loyal customers who not only make repeat purchases but also become our practice advocates. So instead of a sales funnel, design a marketing strategy that fosters both trust and genuine relationships with your audience.

Understand Your Audience

The foundation of any trust-building marketing strategy is a deep understanding of your target audience. These are your people.  You know who they are.  You can identify their needs, pain points, and desires. What challenges do they face? What solutions are they seeking? By empathizing with your audience, you can tailor your messaging and offerings to resonate with them on a personal level.

Authentic Brand Storytelling

One of the most powerful ways to build trust is through authentic brand storytelling. Share your practice’s journey, values, and mission with transparency. You might consider highlighting your successes and setbacks – your experiences.  When clients can relate to your story, they are more likely to trust your brand. Authenticity in storytelling humanizes your practice, making it easier for potential clients to connect with you and repeat clients coming back time after time.

Consistent and Transparent Communication

Consistency is key to building trust. Ensure that your brand's messaging and tone remain consistent across all touchpoints, including your website, social media, emails, and customer support. Be transparent about your services, pricing, and policies.  

Content Marketing with Value

Provide valuable content that addresses your audience's questions and concerns. Offer informative blog posts, videos, infographics, and guides that demonstrate your expertise. By freely sharing knowledge, you position your brand as a trusted resource. Encourage two-way communication by inviting feedback and comments from your audience.

Personalization and Segmentation

Personalization is a powerful tool for building relationships. If you have more than one target market, segment your audience based on their preferences, behaviors, and demographics. Tailor your marketing communication to address each group’s unique needs and interests. Flipping an old cliché is important here.  It’s not just business – it’s also personal.

Exceptional Customer Service

Exceptional customer service is a cornerstone of trust-building. Respond promptly to inquiries and resolve issues with empathy and professionalism. Go above and beyond to exceed customer expectations. Happy customers are more likely to become loyal advocates and refer others to your brand.  If this isn’t your strong suit, you need to hire a case manager.  I always recommend Case Manager Services. 

Community Engagement

Create a sense of community around your brand. Engage with your audience on social media, forums, and online groups related to your industry. Hosting webinars, Q&A sessions, or live events can further foster a sense of belonging. A strong brand community encourages customer loyalty and word-of-mouth marketing.  Be involved in a real way.  Engagement is key.

Networking

There’s nothing that beats face to face or even online networking.  Networking is the powerhouse of any strategic plan to build your practice.  Meeting your prospective clients and letting them meet you is absolutely necessary.  Show them that you have the right personality for the people in their cases and the subject matter knowledge to participate intelligently in conversation about the merits of their cases.

Having meaningful conversations, and proving through repeated interactions that you are the right person to hear their case – that’s where the goldmine is.

A marketing strategy designed to build trust and professional relationships is an investment that can yield long-term benefits for your practice. By understanding your audience, sharing authentic stories, providing valuable content, and offering exceptional customer experiences, you can create a strong foundation of trust. In an era where customers seek meaningful connections with brands, your commitment to building trust will set you apart and pave the way for enduring relationships that drive business growth.

Words That Make A Mediator’s Heart Sink

" I didn’t know you did that"

That’s a line often heard by mediators and arbitrators, usually from clients or prospective who are pleasantly surprised to discover the breadth of services they offer. But here’s the kicker: while it can lead to more business, hearing “I didn’t know you did that” is like watching potential clients slip through your fingers.  Six words that are heartbreaking.  It means that your marketing messages aren’t clear. 

It means your clients and referral sources aren’t fully aware of the range of ways you can help them. And for every person who stumbles upon your services, how many others are taking their business elsewhere simply because they didn’t know you could assist?

Failing to enlighten your clients and referral sources about your full range of mediation and arbitration services is like leaving money on the table.

But fear not! Here are some down-to-earth steps to ensure everyone knows just how much you bring to the table:

A Clear Brand Identity: Don’t blend into the crowd. Stand out as the go-to mediator or arbitrator in your niche. Whether it’s divorce mediation, employment arbitration, or commercial mediation, let people know you’re the expert they need.

Regular E-Newsletter: Drop a friendly email newsletter that not only shares valuable content but also highlights the different ways you can lend a hand. Stick a prominent reminder in there about your mediation and arbitration services. Let’s keep it fresh and engaging!

For example: Share a story about a successful mediation where you helped two feuding neighbors reach a compromise (changing the details of course so that you don’t violate confidentiality), and don’t forget to mention that you’re ready to help others find common ground too.

Social Media Savvy: Stay active on social media platforms, but don’t just blast out repetitive lists of your services. Engage your audience with interesting content related to mediation and arbitration. Show them why you’re the one they should turn to when conflicts arise.

Follow-up Phone Call: After wrapping up a mediation or arbitration gig, why not give your client a buzz? Thank them for their trust and remind them of your other services. It’s like a friendly reminder: "Hey, remember me? I’m here for more than just that case we wrapped up."

Clearly Communicate on Your Website: Make sure your website is crystal clear about what you offer. If you have unrepresented clients, (note: avoid confusing legal jargon). Speak their language and make it easy for potential clients to see how you can help them resolve disputes.

Consistency is Key: In a world filled with noise, you’ve got to keep showing up. Stay active on social media, keep that newsletter rolling, and network like a pro. If you’re not moving forward, you’re falling behind.

So, next time someone says, “I didn’t know you did that” take note and make the necessary changes to your marketing messages and never hear those nasty little six words.  Because now, you’ll know exactly how you can communicate to help your clients find the right processes and solutions.

The Perseverance Paradox: Why You Should Never Give Up on Marketing Your Mediation Practice, No Matter the Results

In the fast-paced world of business, it's easy to get discouraged when your marketing efforts don't yield immediate, stellar results. It's tempting to throw in the towel and consider cutting back on marketing expenditures and efforts. However, that could be a costly mistake. Here's why it's crucial to never give up on marketing, regardless of the initial outcomes.

Building Brand Awareness Takes Time: Marketing your practice isn't just about getting a new client today; it's about creating a lasting presence in the minds of your potential clients. Consistent marketing efforts, even if they don't lead to an immediate influx of customers, help build brand awareness. Over time, people will start recognizing your name and associating it with your practice. When they're ready to make a purchase, your brand will be the one they think of first.

Your Brand awareness is the extent to which clients and prospective clients are familiar with the distinctive qualities or image of your practice and its services. Find the mediums your prospective clients prefer and communicate your brand message regularly and persistently.

“…branding is your fundamental  promise of whom you serve, how you make them feel and what’s different about how you deliver. Marketing is how you get this message out there once you have defined it” TWIST: How Fresh Perspectives Build Breakthrough Brands by Julie Cottineau

Fostering Trust and Credibility: Trust is a precious commodity in any business, but that’s especially true for attorneys, mediators, and arbitrators.  Consistent marketing demonstrates your commitment to your audience and your industry. Even if your initial marketing efforts don't bring in hordes of clients, they do show that you're here to stay. Trust is built over time, and maintaining your marketing efforts is a way to signal your reliability.

Trust is the cornerstone of business.  It’s the basis of every human relationship, every interaction, every communication, every initiative, every work project and even any strategic imperative you need to accomplish.  The best way to build trust with prospective clients is build relationships.  This why networking is so key to building a practice.

“Trust isn’t what we do; it is what results from what we do.”  Richard Fagerlin

Adapting and Learning: Marketing is not a one-size-fits-all endeavor. When you persist in your marketing efforts, you give yourself the opportunity to learn from what works and what doesn't. Every practice development activity provides valuable data and insights. By continually refining your strategies based on these insights, you can gradually improve your marketing ROI (Return on Investment).

Read business and marketing books, listen to business and marketing podcasts, watch business and marketing videos, take business and marketing courses – never stop learning, adapting, and listening to what your clients and prospective clients need from you.

“One learns from books and example only that certain things can be done. Actual learning requires that you do those things.” — Frank Herbert

Staying Ahead of the Competition: In the resolution industries, your competitors are also investing in marketing. If you decide to scale back or stop altogether, you risk falling behind. Consistent marketing helps you maintain a competitive edge. When others reduce their efforts, your brand remains visible, potentially allowing you to capture a larger market share.

Do a quick competitor analysis.  A quick search on LinkedIn or Google will let you see your actual or perceived competition.  You’ll be able to see their branding, their marketing messages, their target markets, their geographical markers, their pricing, and their market position.  Take notes, then capitalize on what makes your practice different and better.

“Do not overestimate the competition and underestimate yourself. You are better than you think.”

— Tim Ferriss

Embracing the Long Game: Marketing is not a sprint; it's a marathon. Sometimes, it takes time for your efforts to bear fruit. By committing to the long game and persisting through initial challenges, you position yourself for success in the future. Patience and perseverance are often rewarded in the world of marketing.

Create a year-at-a-glance calendar on a spreadsheet and note what and when you’ll be creating and delivery on all your marketing tasks.  Your spreadsheet should include attending events for networking, posting on social media, speaking publicly, releasing articles, offering trainings, updating  your website, sending email campaigns, recording videos or podcasts, etc.  This will be your map.  Once you’ve got the big picture, you can start creating the task lists for each event. 

Patience and persistence are the keys... The keys to unlock doors of success... With these two virtues, you grow in reasoning and experience. ~ Ogwo David Emenike

Adapting to Changing Markets: Industries evolve, consumer behaviors change, and new trends emerge.  Some examples are the necessary adoption of online mediation and arbitration, the use of podcasts and video, and the expectation of our clients to be present on social media. If you give up on marketing, you risk missing out on these shifts and opportunities. Consistent marketing allows you to adapt to changing market conditions and capitalize on new avenues for growth.

“I can't change the direction of the wind, but I can adjust my sails to always reach my destination.” -Jimmy Dean

Marketing your practice is a journey filled with twists and turns. While it's natural to feel discouraged by slow or seemingly lackluster results, giving up on marketing prematurely can be detrimental to your business. By persevering through challenges, you can build brand awareness, foster trust, adapt and learn, stay ahead of the competition, and position yourself for long-term success. So, keep those marketing efforts alive and remember that sometimes the greatest rewards come to those who stay the course.  And very importantly, once you’ve attained marketing success – don’t stop there.  Keep going.  If you stop your practice development activities assuming that ‘you’ve made it’, you’ll soon see a drop in cases.  Don’t stop at success.  Keep going.  Keep going.  Keep going.

How Mediators Can Utilize Video Content For Practice Development

In today's digital era, video marketing is taking center stage in many businesses’ marketing strategies, and mediation should be no exception. Today’s video discusses the rise of video marketing and its significance in promoting your mediation practice, as well as how to create and record quality videos.  Stay to end of the video to learn what equipment, apps, and platforms I use.

The Rise of Video Marketing

In today's fast-paced and highly visual digital era, video marketing has become a powerful tool that businesses across various industries are leveraging to effectively communicate their brand and offerings. Mediation, as a profession, can greatly benefit from the rise of video marketing. Videos offer a dynamic and engaging medium to showcase the mediation process, share client testimonials, and create compelling content that resonates with potential clients. So let’s explore the growing importance of video marketing and its significance in promoting and enhancing the visibility of your mediation practice.

One of the key advantages of video marketing is its ability to captivate and connect with audiences on an emotional level. Videos have the power to convey your mediation practice's essence, values, and unique selling proposition in a way that text or static images may struggle to achieve. By utilizing visual and auditory elements, such as visuals, music, voiceovers, and storytelling techniques, videos can create an immersive experience that leaves a lasting impression on viewers. Whether it's a promotional video showcasing the benefits of mediation or a client testimonial video highlighting successful outcomes, videos allow you to communicate your brand's personality, build trust, and evoke emotions that resonate with your target audience. 

Videos offer a versatile platform for showcasing the mediation process itself. You can create educational videos that explain various mediation techniques, walk through the steps involved in a mediation session, or provide insights into the benefits of mediation for different types of conflicts. These videos not only educate and inform potential clients but also position you as an authority and expert in the field. By demonstrating your expertise and showcasing your mediation skills, videos help establish credibility and build confidence in your practice, increasing the likelihood of attracting potential clients who are seeking reliable and experienced mediators.

Client testimonials are another powerful way to leverage video marketing in the mediation profession. Videos featuring satisfied clients sharing their positive experiences and successful outcomes can have a profound impact on prospective clients. Testimonial videos create social proof, validating the effectiveness of your mediation services and instilling confidence in potential clients. These videos humanize the mediation process and allow viewers to relate to the experiences and outcomes shared by previous clients, fostering trust and reinforcing your reputation as a trusted mediator.

Video marketing offers numerous distribution channels and platforms to reach a wider audience. With the prevalence of social media platforms, such as YouTube, Facebook, Instagram, and LinkedIn, video content can be easily shared, liked, commented on, and maybe, even go viral, significantly amplifying your reach and brand visibility. Additionally, video content can be embedded on your website, shared via email newsletters, or utilized in online advertising campaigns to target specific demographics or geographic regions. The accessibility and shareability of videos enable you to connect with potential clients who may not have otherwise been reached through traditional marketing efforts.

While the concept of video marketing may seem daunting to some, this section provides practical guidance on how to create compelling and effective videos for your mediation practice. It covers aspects such as video production techniques, storytelling strategies, scriptwriting tips, and editing tools. It also emphasizes the importance of maintaining professionalism and authenticity in your videos, ensuring that they align with your brand identity and resonate with your target audience.

Video marketing has emerged as a powerful tool in today's digital landscape, and mediation professionals should embrace its potential. By effectively utilizing video marketing, mediators can create engaging and memorable content, establish credibility, and expand their reach to attract potential clients who are seeking effective and trustworthy mediation services.

So How Do You Create High-Quality Videos

Creating high-quality videos is not just about having the best camera equipment. It involves outlining and scripting, presenting, editing, and promoting the videos effectively. So here are some practical tips for creating high-quality videos that resonate with your audience, even on a limited budget.

Tips for Creating High-Quality Videos

Plan and loosely script your videos: Before hitting the record button, invest time in planning and loosely scripting your videos. Clearly define your video's purpose, message, and target audience. Outline the key points you want to cover and craft a compelling script that effectively communicates your ideas. Structuring your videos in a logical and organized manner will enhance the clarity and coherence of your message.

Pay attention to lighting and sound: Lighting and sound quality greatly impact the overall video quality. Natural lighting is ideal whenever possible, but if shooting indoors, ensure that the lighting is even and consistent. Avoid harsh shadows or overly bright spots. Consider investing in affordable lighting equipment or using reflectors to achieve optimal lighting conditions. Similarly, pay attention to audio quality by using a good-quality microphone to ensure clear and crisp sound. Minimize background noise and test the audio levels before recording.

Choose appropriate filming locations: Select appropriate filming locations that are visually appealing and relevant to the content of your video. Consider the background and ensure it is free from distractions or clutter. A clean, well-organized background will help maintain viewer focus on the main subject of the video.

Practice and rehearse: Practice and rehearse your presentation before recording. This will help you feel more confident, appear more natural on camera, and deliver your message effectively. Pay attention to your body language, tone of voice, and facial expressions. Rehearsing will also help you identify areas where improvements can be made, ensuring a smoother recording process.

Edit for clarity and conciseness: Editing plays a crucial role in creating high-quality videos. Trim any unnecessary footage, remove mistakes or pauses, and ensure a smooth flow of content. Keep your videos concise and focused, as attention spans are generally shorter in the digital age. Consider adding captions or subtitles to make your videos more accessible and engaging.

Maintain professionalism and authenticity: While creating high-quality videos, it is essential to maintain professionalism and authenticity. Be yourself and let your personality shine through. Speak clearly, with confidence, and in a conversational tone. Authenticity helps build trust with your audience, making your videos more relatable and engaging.

Promote your videos strategically: Creating high-quality videos is only half the battle. Promoting your videos effectively is equally important. Consider utilizing social media platforms, your website, or email newsletters to share and promote your videos. Engage with your audience by responding to comments and encouraging them to share your videos with others. Collaboration with other professionals, guest appearances on relevant podcasts, or leveraging partnerships can also help expand the reach of your videos.

Embrace creativity within your budget: While professional video production equipment can be costly, it is possible to create high-quality videos even on a limited budget. Explore affordable or free video editing software, utilize smartphone cameras with good video capabilities, and experiment with creative solutions to enhance the visual and production quality of your videos. Focus on delivering valuable content and engaging storytelling, as these elements can greatly compensate for any technical limitations.

And now, as promised, let me tell you what equipment, apps, and platforms I use.

I use my laptop, not my phone or ipad.  On my PC there is a free app called ClipChamp.  This is the editing software that I use for myself and my clients.  For lighting I use an all-in-one camera/microphone/light that I bought on Amazon for less than $30.  It’s called MOVO and mounts to the screen on top of my PC.  To record videos you can use ClipChamp, Zoom, Canva, Restream or any of the hundreds of other video recording platforms.  If I’m live, I use LinkedIn Live (just activiate the Creator Mode on your profile and you can too).  To go live on LinkedIn, you’ll a need a 3rd party restreaming app.  For this service, I pay for a subscription on Restream.io.  It lets me record my videos or, go live on to more than 30 different social media channels.  I can also create the backgrounds, chyrons, titles, subtitles, and schedule the release of uploaded videos.  To go live on YouTube, I can just use my YouTube channel software.  The same is true for Twitter. To create thumbnails or graphics, I use Canva.com.

To wrap up, creating high-quality videos for your mediation practice involves careful planning, scripting, presenting, editing, and strategic promotion. By following these practical tips, even with limited resources or a modest budget, you can create videos that resonate with your audience, effectively communicate your message, and enhance the overall quality and impact of your video content while getting the word out about you, your practice, your brand, and your authentic passion for what you do.

Which Social Media Platform Is Right For You And Your Mediation Practice?

Choosing the social media platform that’s right for you and your practice doesn’t need to be a daunting experience.  I recommend to clients that they should actively engage on the platform preferred by their clients and prospective clients.  For most mediators and arbitrators that’s going to be LinkedIn.  LinkedIn is undoubtedly the preferred network for professionals around the globe, and with two professionals joining this network every second, it will witness tremendous usage.

To leverage this network effectively, you should publish about your brand, services, practice culture, and announcements regularly.

But if you mediate cases for unrepresented parties or clients who are under the age of 45, you might want to include Twitter, Facebook, or Instagram as well. 

And if you don’t know which of any of these might be most effective, consider some statistics recently compiled by Social Pilot. 

A few of the juiciest stats are below.  I’ve culled through the Social Pilot stats article for what I think are the most interesting and applicable statistics for you.  Of course, if you’re a little nerdy (like me) you’ll have fun clicking the hyperlink to Social Pilot above and viewing the full article.

As I mentioned above, LinkedIn has proved to be the place for the resolution industry.  The stats for LinkedIn are listed last so that you can scroll to the bottom of this article if you don’t have the time or patience to look at Facebook, Instagram, or Twitter stats. 

In order to make the most of your time, money, and efforts to engage with clients and prospective clients on social media in such a way that a valuable business relationship is established, read, really read through the stats below and think about how this information applies to you and your practice growth goals.  And then, most importantly, take action. 

Take action and start posting, sharing, commenting, tagging, using hashtags, recording videos, and then ultimately, leverage those activities into dialogues and appropriate business relationships.  After all, that’s the reason we’re all on social media to begin with. To develop authentic and hopefully profitable (in whatever way your practice describes ‘profitable’).  

Let’s start with Facebook:  Facebook (now Meta) has adopted several new features taking inspiration from various other platforms. Reels from Instagram, live audio rooms and podcasts, live game streaming, and even live shopping.  And they’ve introduced new policies and features to help businesses, brands, and influencers monetize their content.

Facebook Demographics:

·       81% of all adults in the United States have a Facebook account.

·       The United States, Indonesia, and Brazil also have 200 million, 140 million, and 130 million Facebook users, respectively.

·       Between the ages of 25 and 34, 12.5% of all active Facebook users are female, and 19% are male.

·       75% of high-income earners use Facebook.

Facebook Usage Stats

·       1.93 billion people on average log into Facebook daily.

·       Facebook is the world’s third-most downloaded app.

·       Over 1.8 billion people now use Facebook Groups every month.

·       There are more than 70 million admins and moderators running active Facebook groups.

·       1 billion Facebook Stories are shared daily.

·       60.6% of all social media users use Facebook.

Facebook Engagement Stats

·       More than 4 billion video views take place on Facebook every day.

·       Facebook engagement increases by 18% on Thursday and Friday.

·       A video post increases interaction by 600% on Facebook.

·       85% of videos watched on Facebook are on mute.

·       A live video engagement is 26% on Facebook, higher than any other social media platform.

·       Facebook videos with captions increase the watch time by 12%.

·       49.9% of all posts are link posts, making it the most common Facebook content. This is followed by images and videos.

Facebook Business Stats

·       There are more than 200 million businesses on Facebook.

·       44% of users admit that Facebook influences their shopping decision.

·       More than 160 million businesses use Facebook to interact with their customers.

·       62% of people acknowledged they have become more interested in a brand after watching its Facebook stories.

·       The average organic reach for a Facebook post is 6.4% of the page’s total likes.

Facebook Ads Insights

·       2.28 billion people can be reached through adverts on Facebook.

·       43.5% of the ad audience is female, while 56.5% is male.

·       Adding a CTA button boosts the conversion rate by 2.85 times.

·       Cost-per-clicks are most expensive on Fridays and cheapest on Sundays.

·       The average cost-per-click is $1.86 on Facebook.

·       A CTA in the middle of the video has witnessed a higher conversion rate of 16.95%.

·       The cost of a video ad is 10% of carousel or single image ads.

·       Audiences aged 18-24 spend 75% of their time on Facebook watching video ads.

·       71% of shoppers feel they see relevant video ads on Facebook.

·       A Facebook user clicks on an average of 8 ads a month.

Moving on to Instagram

This year, Instagram got its own professional dashboard for business and creator accounts.

It also traded swipe-up links for stickers, introduced Remix for Reels, and introduced a Collab feature for posts and Reels. These new features are in tune with Meta’s vision of bringing together an array of features that help brands and businesses.

Instagram Demographics Stats

·       Instagram has more than 2 billion active users.

·       64% of Instagrammers are under 34 years.

·       The 25-34 year old age group is the largest of the demographics, attributing to 31.

·       Daily active users of Instagram stories are 500 million.

·       17.6% of the world population uses Instagram.

·       Instagram has 51.6% female and 48.4% male audiences.

Instagram Usage Stats

·       About 6 in 10 Instagram users log in at least once daily.

·       21% of users log in weekly, and 16% log in less often than that.

·       38% of users log in to the platform multiple times.

·       The average time spent on Instagram is 28 minutes.

·       70% of the people watch Instagram stories daily.

Instagram Engagement Stats

·       The average engagement rate for all post types is 0.83%.

·       The average engagement rate for photo posts is 0.81%, video posts is 0.61%, and carousel posts is 1.08%.

·       Longer captions get better engagement.

·       On average, 10.7 hashtags are used in Instagram posts.

·       Instagram has 58% more engagement per follower than Facebook.

·       100 million Instagrammers watch or launch live videos daily.

·       Photos with faces perform almost 40% better than without faces.

·       Videos get 21.2% more engagement compared to images.

·       Posts with at least one hashtag average 12.6% more engagement.

·       Instagram users engage more on weekdays, with Wednesday and Thursday showing the most engagement.

·       80% of the stories with voiceover or music drive better low funnel results than ads with no sound.

·       Posts with tagged locations get 79% more engagement.

Instagram Business Stats

·       More than 25 million businesses use Instagram to promote their services and products.

·       90% of accounts follow at least one business on Instagram.

·       2 in 3 people surveyed believe Instagram enables interaction with brands.

·       81% of Instagrammers use the platform for researching new products and services.

·       44% of businesses use stories to promote their products.

·       67% of users watch branded stories.

·       83% of Instagram users discover new products and services on the platform.

·       Instagram business accounts post an average of 1 post daily.

Instagram Ads Insights

·       50% of Instagram users are more interested in a brand when they see ads on Instagram.

·       The U.S. has the highest potential Instagram advertising reach, followed by India and Brazil.

·       75% of Instagrammers take action on at least one ad.

·       The highest Instagram advertising audience is from the 25-34 age group, which is 32.3% of all Instagrammers.

·       48.4% of the ad audience on Instagram is female, and 51.6% is male.

·       Video ads have 3x more engagement than photos.

Let’s look at Twitter.  Twitter introduced new features, like Safety mode, misinformation label, Prompts, etc., helped ensure conversations were safer and meaningful for everyone.

Twitter also made monetizing easier for businesses and creators with Super Follows, Ticketed Spaces, Tips, and Twitter Blue.

Twitter Demographics Stats

·       Twitter has 211 million daily active users, while the monthly active users are 330 million.

·       83% of the world’s leaders are on Twitter.

·       27.9% of global Twitter users are aged between 18 and 24 years.

·       77.8 million active users are from the U.S., while 58.2 million users are from Japan and 24.5 million active users from India.

·       29.6% of Twitter users are female, and 70.4% are men.

·       42% of all Twitter users are college graduates.

·       77% of Twitter users earn more than $75,000+ each year.

Twitter Usage Stats

·       26% of U.S. users check Twitter multiple times in a day.

·       46% of all Twitter users visit the platform daily.

·       The average time spent on Twitter is 3 minutes and 39 seconds.

·       The total number of tweets sent per day is 500 million.

·       The half-life of a tweet is 24 minutes.

·       The daily limit is 2400 tweets and 1000 messages per day.

Twitter Engagement Stats

·       The average number of hashtags used each day on Twitter is 125 million.

·       Tweets with hashtags have witnessed engagement by 100% for individuals and 50% for brands.

·       Using 1-2 hashtags can get you 21% more engagement.

·       Tweets with more than 2 hashtags might have 17% lesser engagement.

·       Hashtagged tweets have a 55% more chance of being retweeted.

·       Twitter’s timeline generates +31% higher emotional connection and +28% higher levels of memorability versus the social media average.

·       Tweets with a GIF gain 55% more engagement than those without.

·       People watch 2 billion videos on Twitter daily.

Twitter Business Stats

·       67% of B2B businesses use Twitter as their marketing tool.

·       50% of consumers use Twitter, while 36% follow brands on Twitter.

Twitter Ads Insights

·       436 million people can be reached with adverts on Twitter.

·       Ads with no hashtag received 23% more engagement.

·       29.6% of ad audiences are female, and 70.4% are male.

·       The highest reach ranking of Twitter ads is witnessed in the U.S., followed by Japan.

·       The majority of ad audiences on Twitter are males from the age group of 25-34 and females from the 18-24 age group.

·       Advertisers saw a rise of 89% in video completion rates.

·       Total ad engagement increased by 32% year on year.

Twitter provides immense possibilities for brands and individuals to communicate with their audience quickly. You need to schedule engaging tweets at the right time, monitor brand mentions, respond quickly, reach out to influencers, and collaborate with other brands for cross-promotion, analysis, and much more.

With so much to do, it becomes essential to manage it effectively using Twitter tools like Socialpilot, MeetEdgar, Keyhole, Canva etc.

And lastly here are some stats for LinkedIn (the primary social media marketing platform for mediators, arbitrators and attorneys)

LinkedIn said hello to Stories, Live streaming videos, Newsletters, Audio Events, and Video Meetings. Other cool features is the name pronunciation which allows users to record and add the correct pronunciation of their names to their profiles and video avatar that let’s viewers on your profile see a brief video about you and your practice. 

LinkedIn has grown into a platform to share world-changing thoughts and ideas for businesses, brands, and professionals alike.

Craft your marketing strategies taking insights from the below statistics and leverage your LinkedIn activities to leave an impact.

LinkedIn Demographics Stats

·       The population of LinkedIn is more than 800 million from 200 countries.

·       There are 180 million users from the U.S. on LinkedIn.

·       There are 56.6% of male users and 43.4% female users on LinkedIn.

·       After the U.S., India(81 million), China(54 million), and Brazil(51 million) have the highest number of LinkedIn users.

·       There are 180 million senior-level influencers.

·       LinkedIn has 65 million decision-makers and 10 million C-level executives.

·       Almost 60% of LinkedIn users are in the age group of 25-34.

·       60% of the U.S. LinkedIn users earn $100,000/year.

LinkedIn Usage Stats

·       3 professionals join LinkedIn every second, with 172800 new users every single day.

·       57% of LinkedIn traffic is from mobile devices.

·       91% of executives rate LinkedIn as their first choice for professionally relevant content.

·       There are 9 billion content impressions in LinkedIn feeds every week.

·       2 million posts, articles, and videos are published on LinkedIn every day.

·       3 million users post on LinkedIn every week.

·       4 in every 10 millionaires are active LinkedIn users.

·       Only 1 million users have published an article on LinkedIn.

·       About 45% of LinkedIn article readers are in upper-level positions (managers, VPs, Directors, C-level).

·       39% of LinkedIn users never share content, while 16% of the profiles actively share multiple posts every week.

·       On average, users spend 7 minutes 12 seconds on LinkedIn.

·       The average visit duration on LinkedIn is 8.52 minutes.

·       Users visit an average of 6.4 pages on LinkedIn before leaving.

·       LinkedIn Live streams witnessed a 437% year-on-year increase in views.

LinkedIn Engagement Stats

·       22.04% of LinkedIn traffic comes from search alone.

·       99.63% of LinkedIn search traffic comes from organic search.

·       LinkedIn Pages with complete information get 30% more weekly views compared to others.

·       There is a 50% rise in engagement year-over-year on LinkedIn.

·       Companies posting weekly see an engagement rise by 2x on LinkedIn.

·       98% of marketers on LinkedIn agree that personalization helps advance customer relationships.

·       According to LinkedIn, companies that post 20 times per month reach at least 60% of their unique audience.

·       Including the links in a post can drive twice the engagement than a post without it on LinkedIn.

·       Images on average result in a 98% higher comment rate than without on LinkedIn.

·       Links to Youtube videos play directly in the LinkedIn feed and typically give a 75% higher share rate.

·       Long-form content gets the most shares on LinkedIn, so aiming for between 1700-2100 words should give your content a boost.

·       LinkedIn articles with 8 images and 5,7, or 9 headlines are best for engagements.

·       Messages sent have increased 35% year-over-year on LinkedIn.

·       Weekly LinkedIn members who engage heavily with content are 5x more likely to return daily.

·       Listing 5 or more skills on your LinkedIn profile can lead to up to 17x more views.

LinkedIn Business Stats

·       46% of social media traffic to the company’s website comes from LinkedIn.

·       45% of marketers have gained customers through LinkedIn.

·       Lead Gen Forms on LinkedIn can increase conversions by 3x.

·       89% of B2B marketers rely on LinkedIn for lead generation.

·       62% of B2B marketers generate leads on LinkedIn successfully, over double the next-highest social channel.

·       4 out of 5 LinkedIn users drive business decisions.

·       52% of buyers list LinkedIn as the most influential channel during their research process.

·       InMail has a 300% higher response rate than email, with a 10-25% hit rate on LinkedIn.

·       LinkedIn is generating revenue for 38% of B2B marketers.

·       80% of B2B leads coming from social media are from LinkedIn.

·       97% of B2B marketers use LinkedIn to help drive their content marketing strategy.

·       92% of B2B marketers have LinkedIn included in their digital marketing mix.

·       15% of Linkedin users are senior-level influencers.

·       As per Linkedin, an average of 10 content pieces are considered before making a purchasing decision.

LinkedIn Ads Insights

·       43.4% of ad audiences are female, and 56.6% are male.

·       Sponsored InMail has an opening rate of 52% on LinkedIn.

·       LinkedIn Message Ads have a 40% conversion rate.

·       65% of B2B companies have generated a customer through LinkedIn paid ads.

·       The cost per lead is 28% lower than on Google AdWords on LinkedIn.

·       The average conversion rate of video ads on LinkedIn for the U.S. is 6.1%, more than any other contemporary platform.

https://www.socialpilot.co/blog/social-media-statistics?utm_campaign=nurture-campaign&utm_medium=email&utm_source=ebook-subscriber&utm_content=email3#fb-demographic-stats

#marketingmediation #marketing #marketingADR #marketingresolution #mediation

Customer service is free

Most large organizations would disagree.

Large organizations hire customer service agents to answer the phone. They set up pre-recorded messages meant to mollify their clients.  They strategically write warranties and guarantees to address customer concerns.  I would assume that they measure all of this as a cost meant to raise profit.

But mediators and arbitrators aren’t large organizations and we know that customer service is one of our best profit centers. 

We know full well that when a client or prospective client contacts us directly, this is unlike other practice development opportunities.  At this moment, the client or prospective client is really paying attention.  They’re interested.  They’re leaning in.  And whatever interaction we have with them will have a lasting effect.

Sometimes our colleagues have decided that good customer service isn’t necessary, is too much trouble, or is too expensive.  Although this is really bad for our industry, it could be a benefit to you.  If your competition has dropped the customer service ball, you can pick it up and then over deliver, thereby setting yourself apart and above. 

The most valuable client is a satisfied client.  Even if we don’t get their case to resolution, they know we worked hard and gave their case our best.  And because it’s so easy for clients to share about their experiences with us (and oh boy do they love to tell share) the word spreads quickly about you, your practice, and the good customer service you provide (or don’t). 

Ultimately, consider that the time and effort that you spend on customer service is better than free. It actually repays you many times over.