Can You Land Whales With Digital Marketing?

For my agency, we created and uploaded several hundred blog posts and special reports, along with several thousand social media posts.

We’ve done PPC advertising on Google and LinkedIn, sponsored content and run display advertising on selected sites and hosted many webinars.

Oh, and there’s also Customer Romance, the book I wrote, published and promoted extensively, mainly online.?

Did the substantial time and financial investment needed to generate and manage all that digital marketing directly generate any revenue or bring in any new clients?

I’m not sure.

That’s a heck of a lot of effort, you might say, for an uncertain return.

Well, what I am certain about is that it gave my agency the credibility to approach and help Whales with their digital and content marketing needs.

All that output was our digital ticket to ride.

Should you do the same?

The answer is a resounding YES!

You never know who is going to read your post / watch your video, at some time in the future, and what their needs are.

And what can then happen as a result.

I’ve been appearing regularly in the media for decades, including hosting my own TV show, all because a producer at A Current Affair read a single post I had written on loyalty programs a couple of years earlier.

She was looking for an expert on, you guessed it, loyalty programs, and it all snowballed from there.

So, what platform/s should you be active on?

That depends.

On your industry.

On your target Whale’s digital habits.

And it depends on you: what type of platforms and content you’re comfortable creating.

Once you’ve made those decisions, here’s what you should keep in mind:

Quality Over Quantity

Just because you can, doesn’t mean you should.

While an active digital presence can boost your visibility, it’s not about being everywhere at once. Quality trumps quantity. You want to become a thought leader in your field and that means your digital efforts need to be focused.

Tailored content that resonates with your target audience can yield better results than a blizzard of generic posts across any number of platforms.?

Build Authority and Trust

High-value clients seek partners they can trust. Consistently providing valuable, insightful content helps to establish your authority in your industry.

Blogs, whitepapers, and case studies that highlight your expertise and success stories can attract the attention of potential Whales.

Personalisation is Key

Whales aren't just looking for services; they’re looking for solutions tailored to their unique needs. Personalised marketing campaigns that speak directly to the challenges and goals of those clients can set you apart from the competition.

Networking and Relationships

Active digital marketing is crucial, but it’s not the only way to land Whales. Traditional methods, like networking and building relationships, can still be incredibly powerful. Posting content and then sitting back waiting for the phone to ring or the emails to roll in, is not a good growth strategy.

Attend industry events, participate in webinars, and engage in meaningful conversations with potential clients by phone or even, what a concept, F2F. The more personal the contact, the greater the impact.

Combine Strategies

The most effective approach combines both digital and traditional methods. Use digital marketing to establish a broad presence and attract attention, then leverage traditional strategies to build deeper connections and trust.?

And Finally..

When you’re targeting smaller businesses, Google AdWords and other types of digital initiatives can work well and the metrics tracked effectively.??

When it comes to Whales, however, due to the complexity and layers involved with actually landing one, it’s difficult to sheet home a new client to an accurate cost per lead or goal completion rate.

However, that doesn’t mean digital marketing is not worthwhile when you’re looking for larger clients.

We’re all online (virtually) all the time, so you need to fish where the fish are.

No matter what the systems and processes your prospective Whale has to navigate, you’re still dealing with people who need to find out more about you and what you have to offer.

Being there when they’re looking for solutions is the perfect place to be.

To see how we can help you, book a session with us here.

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