Social media marketing with purpose and direction

What is social media marketing?

For me, social media marketing connects your brand, your content and the people you want to reach. Publishing and advertising are not separate activities. Channel choices, messaging and the way you assess campaigns need to work together. I help turn that connection into a practical marketing approach.

I am Pieter Hogenbirk, The Dutch Digital Marketing Man. My assignments have involved international social media planning, publication, boosting and campaign optimisation. That means I consider both a channel’s role in your content strategy and its paid activity. Not every platform needs to carry the same message or serve the same purpose.

What I do: from channel choices to campaigns

I connect social media with the wider marketing direction. For content, the question is what a channel contributes. For advertising, audiences, funnels and optimisation also matter. I bring these perspectives together so campaigns remain connected to the story your brand is telling.

• I work on channel-specific strategies and long-term content plans.
• I plan and publish social media content and use boosting.
• I set up, analyse and optimise Meta Ads campaigns.
• I align campaigns and content with internal and external stakeholders.

For a consistent approach to content, this connects with content marketing. If you first need to clarify the role of social media within your overall approach, marketing strategy is a useful starting point. I see these as connected services, not compulsory additional steps for every organisation.

Tools and channels

At Vattenfall I worked with HootSuite, Facebook, Instagram and X. I also used Semrush and Google Analytics. At Manify Agency and Clever Strategy, I worked with Meta Ads. My experience therefore includes content planning and publication as well as paid distribution and campaign optimisation.

For me, choosing a channel does not start with a platform’s popularity. I consider its strategic purpose and its relationship with other channels. Understanding what campaigns show also connects with analytics. I do not promise a fixed outcome simply because a particular tool or platform is being used; the marketing context matters too.

Who I support with social media marketing

I support marketing teams that want their content and campaigns to work together more effectively. That might involve an international brand collaborating with local agencies, or organisations where paid campaigns and content both need attention. My experience includes a Brand Media Team as well as agency assignments.

The question does not have to be how to publish more. Sometimes it is more important to clarify the role of each channel. Sometimes paid activity needs closer attention and optimisation. I discuss the situation within your organisation and the marketing activities already in place, without assuming that every available channel is essential.

Experience and examples from my CV

Vattenfall: international social media planning

As interim Digital Media Manager within the Brand Media Team, I was responsible for international owned media planning, publication and boosting of social media content. I optimised campaigns with brand consideration as the main KPI and worked with local agencies. I also set up a Channel Strategy Project. Read about my work at Vattenfall.

Manify Agency: Meta Ads and funnels

As interim Online Advertising Specialist, I combined team leadership responsibilities with hands-on Google Ads and Meta Ads optimisation. I developed advertising strategies, set up A/B tests, built funnels and managed budgets. I also advised clients on strategic improvements. Explore the Manify Agency assignment.

Clever Strategy: aligning campaigns and content

As interim Senior Online Marketer, I set up, analysed and optimised campaigns through Google Ads and Meta Ads. I worked with internal and external stakeholders to align campaigns and content with client needs. I also developed funnel strategies. See my experience at Clever Strategy.

FAQ

Do you help with both content and advertising?

Yes. My experience includes social media planning, publication and boosting at Vattenfall, and setting up and optimising Meta Ads at Manify Agency and Clever Strategy.

Which social media channels have you worked with?

At Vattenfall I worked with Facebook, Instagram and X, alongside HootSuite for my activities. In other assignments I worked with Meta Ads.

Can you collaborate with our local agencies?

Yes. At Vattenfall I worked closely with local agencies on international digital campaigns. I combined that collaboration with channel strategy and content plans.

Want to discuss how content, channels and campaigns could work together? Get in touch and I will explore your social media marketing needs with you.