my approach
you don’t create predictable, high-performing content by guessing
in 6 steps to content that connects, resonates, and converts

 discover how we work

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.

  • Customer Clarity

  • Optimize

  • Measure

  • Personalize

  • Align

  • 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.

 download now

Want to know how this could work within your company?

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.

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