Company News

De Tijd: Google partners with Flemish start-up Willow

Originally appeared in Dutch in De Tijd.


Ludwig Dumont

September 12, 2019

4 min read

The American internet giant Google is partnering with the Antwerp start-up Willow to sell more advertisements to SMEs.

Small entrepreneurs benefit from promoting themselves on social media, but they have no time for it. Considering that, Ludwig Dumont and Steven Van Kerkhoven established their start-up, Willow. It makes an online tool to guide SMEs in their digital marketing. The company received financial support from Imec and hired Alex Brabers (former Gimv) and Marc Vanderheyden (former Real Software) as directors.

Now another big supporter is added: the digital giant Google. "They invested in Willow and will support us permanently," says Dumont, who is not allowed to mention any amounts.

Google's interest has everything to do with its efforts to place more advertisements from SMEs on its platform. "Google has a team in New York that scans the market for marketing tech companies. That's how it ended up with us. "

With the support of Google, Willow will integrate a tool to guide small businesses and the self-employed through the process of an online advertising campaign. A full-fledged advertising agency is often too expensive for those companies. And they lack the expertise to do it all themselves.

"Some people try, but they use the wrong keywords or use a large budget, which often leads to a waste of money," says Van Kerkhoven. "We try to find out what their target group and objectives are through the right questions and translate that into a specific strategy."

WIllow is part of a growing group of start-ups that focus on the SME market with their online offer. Platforms such as Yuki and Silverfin have already done so for accounting applications and taxation. Now the marketing and advertising agencies also seem to be getting competition.

Social Media Marketing Insights by Email

1000+ businesses rely on our newsletter to grow online.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Next up

Organic Posting

The Anatomy of a Good LinkedIn post


Usman Khalil

What are the essential elements of a good Linkedin post? Let's take a look at what it means to post the right way on LinkedIn.

Company News

Google invests in SME agency Willow


Ludwig Dumont

Google invests an unmentioned amount in the young Antwerp agency Willow to ensure that Google's products are also accessible to SMEs for efficient digital marketing.

Content Marketing

How to use RSS for your social media


Ludwig Dumont

We recently added the option to work with RSS feeds to spice up your social media content. And although RSS has been around for over 20 years, it's still pretty unknown. However, it holds a lot of power to make your social media feed better. So we thought it made sense to tell you a bit more.