How Carbofisc turned a free trial into a lasting social media strategy

As the ITAA Congress in Brussels was coming to an end on Friday 7 November 2025, one of our most loyal customers crossed our path. Carbofisc, a reputable accounting firm active in the North of West-Flanders, has been with us since early 2021. And it had all started at an other event: at he Allemaal Digitaal Conference by Finplex in 2021, they walked away with a social media makeover. As one of the winners of the event, they received three months free access to Willow’s social media platform and coaching.

From trial to trusted tool

After the free months were up, Carbofisc signed on as a Willow customer. 

“We were looking for something where we could plan ahead and post on multiple platforms without having to copy everything. It also had to be computer based, since not all is easily done on a smartphone. And as a bonus, we got some nice suggestions for posts.” Alain Carels

Moreover, the social media coaching had given Alain and Lisa exactly what they needed to get started: a solid base of content ideas, a clear understanding of the content mix, and a smooth setup across their social channels. With that foundation in place, the Willow platform became their go-to hub for social media.

Consistency made simple

Today, Carbofisc uses Willow to manage all their social media in one place: LinkedIn (company page + Alain’s personal profile), Facebook, Instagram, and even Twitter. They save a lot of time thanks to Willow because they no longer need to copy-paste across apps. The calendar is clear, the content is scheduled, and the focus is on staying top-of-mind in their local market.

The key to their consistency? Simplicity. Willow makes it easy to plan ahead and post regularly, even for a busy accounting team that doesn’t have time to babysit social media. They mix professional content with approachable updates, showing their expertise without sounding corporate. Over time, their presence started to build.

“Social media is mostly used to gain more of a fanbase and to let potential job applicants know how Carbofisc is. We're not complaining, since we've grown organically over the years.” Alain Carels

Visibility that compounds

In the last year alone, Carbofisc grew their audience by 10% on LinkedIn, Instagram, and Facebook. Alain’s personal profile became a strong visibility driver, especially on LinkedIn where local professionals connect with familiar faces. Meanwhile, Facebook and Instagram boosted their brand recognition with a more casual and community-driven feel.

Here's a look at some of their top-performing posts:

One of the most engaging posts featured a milestone moment for Alain himself: "Onze baas tikt de 5️⃣0️⃣ aan!" This celebratory message, shared across both LinkedIn and Facebook, pulled in a combined 169 engagements and resonated widely thanks to its personal tone and cheerful vibe.

Another standout came from Instagram: "Afscheid van onze stagiairs Esther & Iman". This heartfelt farewell to two interns added a personal touch to their feed, showing the warmth of their team culture.

Seasonal content performs well too. Their "Ugly Christmas Sweater Day" post generated the highest single post engagement, especially on Facebook, with a 17% engagement rate. It’s the perfect example of how casual, culture-driven content can create serious traction.

The combination works. They’re reaching potential clients where they already scroll, whether it’s finance tips on LinkedIn or team photos on Instagram. Their brand feels human, present, and relevant.

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