After 30 years of roaming the country, reporting Scotland for a wide range of programmes on radio and television, David Calder is moving into a new sphere - online training.

A director of the online video production company, BITWeb.tv, he's been asked to advise firms on how best to use video as a marketing tool. So he's created a course that covers everything from the kit you might need to the content of the videos, from creating a digital marketing strategy to optimising and promoting the videos you make.

Working with his wife, Penny Haywood Calder of PHPR, he will also be producing a series of webinars on Public Relations as well. And to complete a trio of services, he'll be developing a series of media and communication skills courses as well.

Online Communication for Professionals

Posted by on 24 November 2011

The world is changing for professionals. They can no longer rest on their reputation any longer. Lawyers, accountants, architects and designers have to go out into the world and sell their wares, just like anyone else. But they need to find more subtle ways of marketing. My guess is that the adverts for “Injury Lawyers 4 U” alienate as many people as they attract. This “in your face” approach just doesn’t seem to say “professional” to me!

But some lawyers in the US are using a much more subtle technique. They’re using video much more effectively, explaining their skills and experience, offering some free advice and helping people to understand how they can help. That applies as much to injury lawyers in America as to any other. The result is that they look much more professional. They insist that the number of people coming through their doors saying “we watched your video and liked what we saw” has increased dramatically. To borrow an expression from 4Networking, they felt able to meet, like, know and trust the attorney long before they walked through the door to the firm.

It’s a new approach — and it’s working. One New York firm says that its turnover has increased by over 500% since adopting video as their ONLY marketing tool. Watch this space to find out more about how we’re working on a new service for lawyers and other professionals in the UK with the aim of helping them achieve the same results.

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