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:
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.
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.
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.
