Celar Marketing Lab | Cases | Social Media Marketing
Azarova Consulting Case

Social Media Management for Tax Consulting Agency in The Netherlands
Azarova Consulting helps entrepreneurs and expats manage their Dutch and European tax matters, always stay tax compliant and get the most out of living, working and doing business internationally.

Today they have 10+ employees, a network of local and international tax advisors and use state-of-the-art accounting software systems. In 2022 the Arazova Consulting rebranded to Azarova & Partners.
The challenge was to build a strong, credible digital presence across two interconnected but strategically different Instagram accounts:

  1. The company account - focused on consulting expertise, services, and trust-building
  2. The founder’s personal account - focused on personal authority, thought leadership, and human connection

In parallel, Celar Marketing Lab manages the podcast production and promotion, integrating long-form expert content into the broader social media ecosystem.
Our Main Goals for The Client
  • Personal Account — Ekaterina Azarova
    Primary goals:
    • Position Ekaterina as a recognizable expert and thought leader
    • Translate professional expertise into accessible personal content
    • Strengthen emotional connection and audience trust
    • Support the company brand organically through personal authority
    Key focus areas:
    • Founder’s perspective on business, consulting, and decision-making
    • Professional experience explained through personal insights
    • Behind-the-scenes moments that humanize the brand
    • Clear but subtle link between personal expertise and consulting services
    The personal account acts as a trust amplifier for the company, not a duplicate of the corporate page.
  • Company Account — Azarova Consulting
    Primary goals:
    • Establish a clear expert positioning in the consulting niche
    • Communicate services in a structured, understandable, non-salesy way
    • Build trust and credibility through educational and analytical content
    • Create a scalable content system suitable for long-term growth
    Key focus areas:
    • Consulting insights and frameworks
    • Business processes, cases, and market observations
    • Educational content that demonstrates depth of expertise
    • Clear separation between value content and service communication
Our Approach: Strategic Separation, One Ecosystem

We intentionally separated content roles between the two accounts while keeping them aligned within one strategic narrative:

  • The company page speaks from a structured, professional, advisory position
  • The personal page speaks from experience, reflection, and leadership
This approach allows:

  • Clear positioning for each audience segment
  • No content repetition
  • Strong cross-reinforcement between personal and corporate credibility
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