Should webinars be a part of your social media strategy? — a Q-and-A with Ann Handley

Attendees and the businesses that host them love webinars for six key reasons:

  1. They act and feel more tangibly alive than, say, a white paper or case study. Attendees can hear the speaker, watch the slides (or video), and, in short, interact with the content you produce in a more robust environment.
  2. They are interactive and social. Done right, webinars feel like real-world classrooms or conference rooms. Participants get a chance to ask questions, and they can chat with the speaker, the moderator, and each other. Outside of the webinar itself, participants can interact on social back channels like Twitter (which only amplifies its visibility, of course).
  3. They are less intimidating. Maybe your prospects aren’t quite ready to field a call from your sales team, but they are happy to hear what you are all about in a no-pressure webinar in which they are one of many.
  4. They are broad-reaching and affordable, which means you can accommodate far more people, too. Instead of inviting a few prospects to an in-person event, you can invite hundreds to a virtual one. What’s more, it doesn’t matter whether the people you are trying to reach are in Dubuque or Dubai.
  5. They’re a team player in the content mix. Webinars can be “reimagined” (to use a term from “Content Rules”) as many things, including podcasts, articles, blog posts, or on-demand events.
  6. And finally, they work. Remember that earlier stat from Further research backs it up: Event or conference presentations rate second to referrals and personal awareness as the top method for how professional services companies initially identify the firms they work with.

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