Digital fatigue? We all feel it.

But when it comes to marketing to the public sector, webinars are still the go-to.

Don’t believe me?

Let’s break it down with some data from the 2024 Marketing for the Public Sector (M4PS) study.

• 50% of federal and 48% of state and local decision-makers attended between four and 10 webinars in the past year.
• Two in 10 respondents say they attended 11 or more in the last year.

So, yeah. They really like webinars.

Webinars: The Energizer Bunny of B2G Marketing

Despite screen overload, public sector leaders can’t get enough. Webinars are the Energizer Bunny of digital content — they just keep going.

• 46% of federal and 43% of state and local government decision-makers say webinars are super effective in delivering the information they need.
• Search engines ranked second with other forms of digital content falling behind.

The Secret Sauce: How to Keep Them Hooked

But here’s the catch: not all webinars are created equal.

Federal, state, and local audiences have a low tolerance for anything that smells like a sales pitch. They’ll hit the “Leave” button faster than you can say, “promotional fluff.”

At the educational phase of their buying process, they want real thought leadership and creative insights into their challenges.

• Federal audiences: It’s all about data, research, and visuals that pop. (Think TED Talk, not PowerPoint.)
• State and local audiences: They want to know that you get them. Tailor your content to their specific needs, with real-world examples of how you’ve delivered the goods before.

Timing Is Everything

How long will they stay tuned? The magic number seems to be 46 to 60 minutes — just enough time to dive deep without losing them.

That’s the Goldilocks zone of webinars: not too long, not too short, but just right for 51% of federal and 54% of state and local attendees.

The Bottom Line: Get Your Webinar Game On

If webinars aren’t part of your B2G strategy, you’re missing out. Deliver data-driven, non-salesy, visually appealing content, and you’ll have government decision-makers coming back for more. So, get your webinar game on.

Bonus Tip: Webinar content is perfect for repurposing into social media posts and blogs, giving you more bang (and impact) for your buck.

For more information on leveraging research, including the 2024 M4PS study, contact Solutions@GovExec.com.

And don’t miss our webinar,
Content that Converts:
Insights from the New M4PS Playbook!