From zero to a consistent, authentic social media presence

The challenge: starting from scratch even when there’s no time

Wouter runs Verzekeringen Coenen, a local fourth-generation insurance office that’s built on personal service. Clients come for insurance policies but also for advice, support, and someone who truly listens. That personal touch is what makes his business special. Translating that approach to social media was a new, daunting task.

Wouter knew social media could help him show who they are and what they stand for. But between the pressures of running the business and a family with young children, there was more work than available time.

The idea of setting up social media felt overwhelming. What to post? When to post? How to keep it going? Without a plan or platform, it never got off the ground. So in August 2023, Wouter started working with Willow to finally make it work.

“We were looking for coaching to help us launch our social media channels. We wanted to approach this in a structured way, supported by a well-thought-out content plan rather than posting randomly. Additionally, we were looking for a platform that would allow us to easily manage all our channels centrally.” — Wouter Coenen

The solution: small steps with real stories

For Wouter, social media is about sharing his knowledge and finding a way to share the everyday moments that define his business.

The Willow coaches helped him set up his LinkedIn and Facebook pages, define a tone that felt authentic, and shape a content strategy he could stick to. More importantly, they worked with his reality: limited time, a small team, and a full plate.

They co-wrote posts that would work for him and Will, the AI content writer, tuned in as well. Asked about his favourite part of the tool, Wouter said, “Will, the AI assistant, is a handy tool that transforms my blog posts or articles into social media content. Additionally, the centralised planning across multiple platforms remains a real added value.”

This set-up gave Wouter content suggestions that sparked ideas instead of adding pressure. And even though some periods are still better than others, Wouter has found a way that helps him show up on a regular basis.

“I’m very satisfied with the coaching. The initial phase of creating the content plan was intensive. The follow-up has remained strong and ensures timely adjustments when needed. On top of that, the coaches consistently bring fresh content ideas to the table.” — Wouter Coenen

The results: great content with high engagement rates

During his first year, Wouter set up social media profiles and started testing a few ways to approach social media. In his second year, it all went a bit smoother and we could see clear progress:

• His online audience more than doubled (+108.64%)
• He reached over 7,000 people with his posts (+48.15%)
• Engagement rose by nearly 64%
• Several posts reached more people than his total follower count—something many struggle to achieve.

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Wouter clearly understands that quality matters more than quantity. Even when time is often lacking, he has found a way to share his story and expertise in a meaningful way.

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