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Book a free strategy call and discover in just 30 minutes what truly resonates with your customer — and what you can change right now to start creating content that actually works.
my approach
you don’t create predictable, high-performing content by guessing
in 6 steps to content that connects, resonates, and converts
increasing your impact on social media isn’t a matter of luck, it’s a matter of strategy
Nwith these 6 logical steps, you lay the foundation for lasting success, one step at a time.
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Customer Clarity
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Optimize
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Measure
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Personalize
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Align
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Sales
Customer Clarity: truly getting to know your customer in their words, with their story, without assumptions.
Many SMEs think they know their customer well.
They rely on their experience, on their gut feeling, on the idea:
“If people need it, they’ll come on their own.”
But the market has changed. Customers orient themselves online, compare quotes, follow competitors on social media, and expect more than just a good product. And so you see businesses suddenly start to doubt:
Why are the responses missing?
Why are fewer people calling or dropping by spontaneously?
Why does it feel like everything is getting harder?
The answer almost always lies in one simple truth:
you’re still looking too much from the inside out.
You think you know what your customer wants, but you don’t ask. You don’t have regular moments to talk to your customers. You don’t know which words they use. You’re building your marketing on assumptions instead of evidence. And that means: You’re guessing. And guessing costs time, energy, and money.
Customer clarity means: stop guessing and start listening. Not just one survey a year, but picking up micro-signals every single day. In a DM, a phone call, a chat at the counter, a comment after a delivery. Customer clarity lives in the details—but only if you’re willing to hear them. Companies like Jumbo and Coolblue understand this better than anyone: they don’t just build marketing, they build relationships. By truly listening. By taking that extra minute. By continuing to ask questions, even when it’s busy.
If you get this right, everything changes. Your content resonates. Your team knows what customers need. You create campaigns that connect instead of interrupt. And suddenly, you feel the difference: you’re no longer broadcasting. You’re being found, followed, and chosen—because people see themselves in your story.
If you don’t master this step properly, you’ll run into problems like these:
- I don’t actually know exactly who our ideal customer is. I kind of feel it, but I can’t explain it.
- We just do good work. Isn’t that enough? Why should we go out of our way to ask what customers think?
- I don’t really know why people choose us. I just hope it’s based on a feeling.
- My team doesn’t have a clear picture of the customer. Everyone gives a different answer when I ask: who is our customer, really?
- We’ve never really talked to customers in a structured way about their experience – it just never happens.
- I’m not sure if our texts really resonate. We just write the way we’ve always done.
- I trust my gut. I usually sense things pretty well. But measuring or checking? We don’t do that.
- I trust my gut. I usually sense things pretty well. But measuring or checking? We don’t do that.
- I have no idea what words our customers actually use. Internally, we mostly speak in industry jargon.
- We use ChatGPT for our copy, but we rarely speak to customers directly.
- We don’t do anything with the feedback we receive. Sometimes we read it, but nothing really happens with it.
- I have no idea what customers say about us when we’re not around.
- We don’t have fixed moments to talk to customers or conduct interviews.
- I wouldn’t know what to ask in a customer interview.
- I’m not sure if our marketing language really matches what our customers truly feel.
- We’ve never done a survey or customer research before.
- Everyone is welcome with us, so I don’t want to focus too much on just one type of customer.
- I don’t have time to do things like this – it’s always busy enough as it is.
- I don’t really dare to approach customers for feedback. What if they find it pushy?
- We don’t use customer data or insights as the foundation for our campaigns.
- We mostly create campaigns based on gut feeling, not on customer behavior or real feedback.
What happens when you apply this step effortlessly every day?
If you understand what your customer truly thinks and feels every single day, social media stops being a chore — it becomes a playground. You stop second-guessing what to post. You strike the right chord instantly. You get responses from people who feel truly seen. You no longer create content “because you have to,” but because it works. Your offer sells more easily. Your numbers go up. Your business gives you energy instead of stress. And maybe most important of all: you remember why you started this in the first place.
the Customer Insight Checklist
20 simple tools to help you write consistently high-performing posts
Many SMEs believe they know their customer – but that’s often the familiar offline customer through word-of-mouth. In this e-book, you’ll discover 20 simple tools to truly understand your anonymous online follower too – and start writing consistently strong content.
Optimize:tell a story instead of the perfect marketing message
They’re still trying.The perfect picture:
Polished visuals,
Clever phrases,
A beautiful message about their most popular product.
But hardly anyone feels truly touched.
Because you can tell how amazing something is…
but if people don’t first feel why it should matter to them,
then mostly they’ll feel this:
just another company trying to sell me something.
They share updates as if the world is waiting for their offer.
As if a list of features, discounts, and benefits is enough to win someone over.
But what people feel is salesy. Pushy. Impersonal.
It triggers resistance. Disbelief.
Because if you come in right away with “buy this,” your follower thinks:
Why should I?
I don’t even know you.
I don’t believe you.
I don’t feel anything.
Optimizing means:
stop convincing and start connecting.
Sharing stories that spark emotion.
Recognition. Curiosity. A smile. A tear.
Exactly those things that at first seem to have nothing to do with selling,
are the only reason someone will seriously consider your product later on.
Not broadcasting, but connecting. Not the perfect message,
but the real message. That’s where the new strategy begins.
If you don’t master this step properly, you’ll run into problems like these:
- I mostly post about my product, not about what truly resonates with people.
- I have no idea what to share besides promotions.
- I get little to no response on my posts.
- I don’t know what my follower feels or needs.
- I think people mostly want to know how good my service is.
- I don’t know how to make my story personal and compelling.
- I think that just sharing tips and knowledge is enough.
- I still rely on tricks instead of genuine connection.
- I don’t understand why people drop off when I post something commercial.
- I don’t use stories or customer examples.
- I still see social media as a billboard rather than a conversation.
- I don’t take my followers’ emotions or behavior into account.
- I’m afraid to take a stand or show my true colors.
- I feel uncomfortable showing myself on social media.
- I think that ‘posting more’ is the solution to low reach.
- I try to make everything perfect, which means I end up posting nothing.
- I reuse old content without a real strategy.
- I believe followers will automatically become customers as long as I keep posting.
- I only use social media when I have spare time.
- I never show what happens behind the scenes.
What happens when you master this step?
When an SME truly understands this — the ability to transform its social media strategy into a human, story-driven blend of emotion, recognition, product, and social relevance — something deeper happens than just reach or likes: The company becomes a brand that resonates. Customers feel seen, moved, and connected — even before they buy. And that makes social media no longer feel like pushing or pulling, but like a conversation people want to stay in, respond to, return to — and eventually: share on their own. That’s impact.
social media post checklist
10 posts every SME should be able to write to truly stand out
Many SMEs mainly share updates, product info and news… but forget to truly connect.
In this checklist, you’ll discover 10 types of posts that help you wake up your followers – and keep their attention. Zo bouw je aan een social media-strategie die wérkt, zonder pusherig te worden.
Measure: what people say is different from what they truly feel.
You can write the smartest post based on customer insights, but as long as you’re only communicating based on what people say, you’ll stay in their head. And the head doesn’t buy. Emotion does.
Most entrepreneurs stop at what their customer says in a conversation or test. But what that customer thinks, feels, believes, or experiences deep down — that is where the difference lies. And you only see it when you dare to measure. Not superficially: how many likes. But deeply: what does it do to them?
Social Media isn’t about theory — it’s about emotion. It’s about trust.
About the question:
What happens inside when someone reads my post?
Does it spark curiosity?
Moved emotionally?
Getriggerd?
Or does he feel nothing at all?
Only when your content truly touches someone inside, a smile, a lump in the throat, a knot in the stomach — then you know you’re on the right track. That’s why you need to measure. Because otherwise, you stay stuck in the illusion of “good content” — while failing to truly move anyone.
The only way to turn a disengaged follower into a loyal fanis by impacting their inner world.
Their emotions.
Their belief.
Their experience.
And you’ll only achieve that if you dare to check the effect. Not with fancy words, but with real impact. Every post is a chance to move something inside someone. But if you don’t measue it... you’ll never know if you were ever truly there.
If you don’t master this step properly, you’ll run into problems like these:
- I don’t even know if my posts have any effect at all.
- I feel dependent on likes, but I don’t understand what they really mean.
- I have no idea if my followers are truly moved by my content.
- I don’t know what to measure to know if something is working.
- I rely too much on my gut feeling instead of data.
- I keep posting and hoping for the best, without knowing what truly resonates.
- I base my strategy on assumptions instead of actual behavior.
- I do measure reach, but that doesn’t say anything about whether people trust me.
- I can see who likes my posts, but I don’t know who’s actually considering becoming a customer.
- I get insights from conversations, but I don’t see what people actually feel.
- I hear compliments, but they don’t translate into actions or purchases.
- I don’t have a system to compare my posts with each other.
- I have no idea which posts have the most impact on buying behavior.
- I only look at surface-level numbers and not at the emotional response.
- I don’t know if I’m attracting new followers who match my ideal client.
- I don’t track click-throughs or link engagement.
- I see comments, but I don’t know what the underlying emotion is.
- I don’t know if people are dropping off or just silently following along.
- I don’t use A/B testing or variation in my approach.
- I’m afraid I’ll waste too much time on measuring and analyzing.
What happens when you master this step?
If you dare to measure what truly resonates—not what people say, but what they feel—you’ll finally gain clarity on what works and what doesn’t. You stop guessing and start refining. You discover which words build trust, which posts wake followers up, and which messages lead to action. Your social media stops being noise and becomes a radar: focused, sharp, and increasingly effective. The result? Not more work, but more results.Because you’re no longer communicating based on assumptions— but on proven emotional impact.
free impact checker
7 checks to instantly see what works – and what you’d better ditch.
Discover which content truly resonates with your followers, where you lose the connection, and how to steer accordingly. No more guesswork, but a weekly reality check that connects your gut feeling to actual data.
Personalize: how to turn followers into clients without stalking them
On social media, you can measure what resonates with people.
You can see which posts resonate,
which emotions you trigger,
and what your followers respond to.
Your customer insights are becoming sharper, your writing more powerful. But even if you know what someone feels, you still don’t know where their specific interest lies. You can tell they’re hooked, that your post is working, but why, exactly? What need or desire sits underneath? That remains unclear as long as you only reach them through social media. Which means: you still don’t know enough to help them directly or guide them toward action.
Your mailing list changes that. Because from the moment someone signs up or downloads something, something shifts. Now you can see:
Which pages does he visit?
Which emails does he open and which ones does he ignore?
Has he ever bought something or responded to anything?
You can use surveys, polls, or quizzes to learn even more. And then something special happens: the anonymous follower gets a face. You start seeing patterns. You recognize preferences. You feel: ah, this is what they’re really looking for. And that’s pure gold. Because only then can you truly make a difference.
Because that is personalization: not shouting into a room full of people hoping someone will listen, but quietly saying something you know one person will feel. That’s when you no longer need to stalk or spam anyone. You’re no longer sending bulk emails, but a message that fits. Fits what someone wants, needs, and feels. And that hits at exactly the right moment. That’s when your chances of action grow. That’s when trust grows. And that’s when your mailing list transforms from a collection of emails into a warm group of people who feel seen and want to buy.
If you don’t master this step properly, you’ll run into problems like these:
- I actually have no idea who my followers are.
- I’ve been sending newsletters for months, but I have no idea who’s actually interested.
- I send the same email to everyone, even though I know not everyone wants the same thing.
- I have no idea which products someone is interested in until they buy something.
- I do have a mailing list, but I don’t know anything about their preferences.
- I see someone likes my posts, but I don’t know why.
- I don’t know which pages someone visits on my website.
- I don’t know if someone ever added something to their cart and left it there.
- I don’t collect any data on click behavior in my emails.
- I don’t know which content someone truly finds valuable.
- I don’t know whether people actually watch my videos or just scroll past them.
- I’m afraid to send targeted emails because I don’t want to come across as pushy.
- I want to be personal, but I don’t know what they truly want.
- I can’t tailor my offer because I don’t know their real interests.
- I have no idea who’s actually close to buying.
- I don’t know who opens my emails and who doesn’t.
- I don’t know who keeps coming back for more.
- I have no idea who downloads my stuff but never turns into a customer.
- I can’t follow up because I’m not measuring anything.
- I don’t know if people unsubscribe because my emails don’t help them.
What happens when you master this step?
Once you truly master personalization, your entire marketing approach shifts. You’re no longer guessing or hoping, you’re precise. You know exactly what someone is interested in, what they’ve viewed, what doubts they still have, and what grabs their attention. That means: Higher open rates. More clicks. Sharper replies. And more customers. Not because you shout louder, but because you’re the only one sending the right message at the right time. To them, that feels like attention, recognition, and trust. And that is what sells.
free checklist
15 ways to collect targeted data about your mailing list contacts
Discover how to learn more about your potential customer in a smart, natural way. Without stalking or guessing—just with simple tools and smart questions you can instantly use in your emails, on your website, or in your funnel. Because the better you understand what someone is truly looking for, the easier it is to sell.
Align: become the brand people trust before they ever become a customer
What do you want to be known for by your followers?
Do you want them to think:
“Oh yeah, that’s the one who always sends a new offer,”
or do you want them to feel:
“That one really understands what I need.”
Your follower feels the difference. You don’t build your reputation with fancy words on your website, but with what you do this quarter with your mailing list. Whether you send mass emails or connect personally. Segmenting isn’t a technique.
It’s a promise you deliver on:
“I see you. I listen. I only send you what you truly need.”
Coolblue didn’t grow by ‘sending more emails’.They grew because they consistently deliver quality and they start by collecting data. They want to know what you’re really looking for, so their newsletter feels like an extra service, not a sales trick. And take Jumbo: they don’t say “we’re the cheapest,” they say “we take time for you.” That’s brand thinking. That’s segmentation with a mission. Not to drive more revenue, but to build more trust. Your customer feels that. And they remember that.
Every email you send says something about who you are.
If you send everyone the same message, you’re telling them:
“My revenue matters more than you.”
But when you align with behavior, interests, and timing – you’re saying:
“I want you to get value from my content, even if you never buy a thing.”
That’s brand trust. That’s branding. And that’s exactly how your mailing list sets you apart from the rest of the market: not by sending more, but by sending smarter and more intentionally. Every email builds your reputation, one message at a time.
If you don’t master this step properly, you’ll run into problems like these:
- I keep sending the same emails to my entire list — even though I know they’re not relevant to everyone.
- I’m afraid to make choices within my mailing list, so I keep sending the same thing to everyone.
- I don’t really know how to create segments based on interests.
- I’m afraid of excluding people if I start emailing more specifically.
- I want to come across as personal, but I don’t know how to do that technically.
- I’d love for my emails to feel more personal, but I don’t know where to start.
- I don’t really know what promise I’m making with my emails—other than “I hope you’ll buy something.”
- I feel like my emails don’t convey trust.
- I don’t want to come across as pushy or salesy, but I don’t know what else to do.
- I don’t know what people expect from me after they sign up.
- I know some people drop out because my emails aren’t relevant enough.
- I actually want my newsletter to feel like a service, not a sales channel.
- I don’t know how to actively shape my image through my emails.
- I’m not yet brave enough to say what I truly stand for, so my emails stay vague.
- I get little response to my emails and don’t know how to improve that without coming across as pushy.
- I’m jealous of brands like Coolblue, but I have no idea how to do that myself.
- I want people to trust me, but I don’t know how to build that through email.
- I feel like I’m not delivering on the promise I made to new subscribers.
- I want to surprise my readers with relevance, but I’m too busy to set it up properly.
- I still see email as a sales channel instead of a quality channel.
What happens when you master this step?
Once you start segmenting seriously – only sending emails to people who actually want them – something remarkable happens: your open rates skyrocket, people click through more often, unsubscribe rates drop, and your list suddenly becomes a goldmine of warm contacts who trust your brand. You’re no longer seen as a “spammer with a product”, but as a brand that delivers on its promise: personal, high-quality, targeted. That’s not a dream or a distant goal – it’s immediate impact on your reputation, your conversion, and your entire marketing strategy. People stick around, respond, and buy because they feel seen.
free e-book
9 Segments every smart entrepreneur uses to double their conversions
Ontdek hoe slimme ondernemers hun mailinglijst opdelen in gerichte segmenten – zodat elke e-mail voelt als een persoonlijke uitnodiging. Geen spam, geen gokwerk, maar precies de juiste boodschap voor de juiste persoon. Zo groeit je conversie én je imago tegelijk.
Sales: Discover who’s truly ready to buy and act on it smartly
You’ve built your list.
You’ve segmented.
You know exactly what someone is interested in.
And then?
Then most entrepreneurs…
send the same email to everyone again.
To everyone.
With a generic offer.
Hoping someone will bite.
And if nothing happens, they conclude:
See? Nobody wants this.
But that’s not true.
You know exactly who clicks.
Who visits your page multiple times.
Who opens your emails and clicks through.
Who gives all the signals that they’re interested.
That’s called lead scoring.
And when you ignore those signals, you’re doing something strange: you’re basically telling your customer
I see you’re ready to buy… but I say nothing..
You let warm leads go cold.
Selling is no longer about shouting louder.
It’s about looking closer.
Smarter listening.
And offering the right offer at the right time, only to those who are ready.
Not for the whole list, but for the right people.
Only then does an offer feel like help. Like a service.
And that’s exactly what makes the difference between ‘someone on your list’ and ‘a customer who stays.’
If you don’t master this step properly, you’ll run into problems like these:
- I still send general emails to everyone, even though I know who is interested.
- I don’t know what to do with the click data in my email system.
- I’m afraid to send personalized offers because I don’t want to come across as pushy.
- I don’t recognize warm leads in time and am therefore always too late with my offer.
- I don’t use lead scoring, even though I know there is interest.
- I have no idea what a good lead score is or how to set one up.
- I’m afraid to personally approach my best leads because I fear rejection.
- I sell little via email because I treat everyone the same.
- I often miss the moment when someone is ready to buy.
- I don’t want to come across as pushy, so I avoid making concrete offers.
- I don’t follow up with anyone who clicks multiple times because I don’t know what to say.
- I feel insecure about personally reaching out to people via email or DM.
- I don’t have automated follow-up set up for people who show interest.
- I don’t send extra emails when someone views a sales page multiple times.
- I want more customers, but I’m afraid to activate the warm contacts.
- I don’t use tags or scores to identify who has buying intent.
- I send an offer once, and if they don’t buy, I stop.
- I don’t know how to combine lead scoring with segmentation.
- I think people unsubscribe if I’m too direct in my sales email.
- I’m missing out on a lot of revenue because I haven’t set up smart follow-up processes.
What happens when you master this step?
Imagine knowing exactly who on your list is ready to become a customer. Not just someone who clicks once, but someone who reads everything, clicks everything, always shows up—someone who has basically already said yes but is just waiting for you to ask. That’s the power of lead scoring combined with segmentation. No more broad shots in the dark, no hoping someone bites. Instead, razor-sharp follow-up with those who are already warm, with a targeted invitation or offer that perfectly fits their interest and urgency. This saves you time, boosts your conversion, and doesn’t feel like selling but like truly connecting. The impact? You generate more revenue from fewer emails and build a reputation as someone who listens, understands, and knows exactly when the moment is right. This isn’t a clever marketing trick—it’s simply human.
free e-book
The 5 smartest ways to convert warm leads at the right moment
Discover how a few simple tweaks to your email marketing can pinpoint exactly who’s ready for an offer. Learn how to measure interest, score leads, and reach out only to those truly open to hearing from you. No hard selling, no spam—just personal follow-up at the right moment. More sales with less effort—and greater trust from your customers.
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