Where’s your customer?

Before you sign off on your 2024 marketing plan, pressure test it by checking to make sure it has your customer at the center. Your customer should be at the heart of what you do. Whether it’s signing a new business partnership, choosing keywords for an email newsletter, or building your product roadmap, your first step should be making sure the decision is good for your customer.

That means you need to understand your customer. How does your product or service fit into their life? What do they care about? What words do they use to describe the problem your product solves as well as the product itself? Where do they go for news or product research?

Today, many of us turn to social media for news, entertainment, and product information. Nearly 5 billion people or 61% of the total global population use social media.

And social commerce is exploding. According to McKinsey data, the majority of consumers use at least three channels for each purchase journey. For many, checking Facebook, Instagram or TikTok, whether they’re casually scrolling or searching for new products, has become as routine as brushing their teeth.

The North Face and National Geographic are two brands that understand their customers. They know where their customers hang out online and the type of content they value.

This post on X (previously Twitter) that brings to life how North Face delivered extraordinary service to a customer. Check out this video.

@thenorthface

Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!

♬ Lisztomania – Instrumental – Phoenix

National Geographic is another brand that meets their customers where they are online and shares relevant, picturesque content.

Relying massively on the power of storytelling, the iconic brand has a strong social media strategy and a presence on all major platforms from Facebook to Instagram, TikTok, and Snapchat. Nat Geo uses a mix of articles, images, and short videos as it activates its mission to inform, educate, and change behaviors for the good of society.

Here’s an example of a popular Nat Geo post for followers who are invested in Earth conservation.

Before you sign off on your 2024 marketing plan, learn from North Face and National Geographic and put your customer at the center.