How Peter Snauwaert uses Willow to automate social media for PS:Grow, one of Belgium’s top business podcasts

Peter Snauwaert isn’t a marketer. He’ll tell you that himself. Peter is a salesman; a very curious salesman. By day, he’s the business development managing partner of the OECO Group*, and by night, he hosts the PS:Grow podcast, one of Belgium’s top 10 business podcasts.

What began as a side project quickly turned into a powerful platform: over 330 episodes, 5,000 to 10,000 listeners on average per episode, with some crossing the 25,000 mark. It’s followed by Belgians all over the world, including Silicon Valley.

*The OECO Group is an ecosystem for entrepreneurs, combining the expertise of large enterprises with the speed of start-ups. It’s part of the Cronos Groep, to which our other customer, Fieldside, also belongs.

The power of consistency and a well-known podcast

Peter doesn’t just use the podcast to share knowledge. He uses it to have fun and connect with people who matter.

Some guests would never accept a sales call, but they will happily have a conversation on the podcast. That can change everything.

That shift in dynamic has helped Peter open doors, build long-term relationships, and position himself as a trusted voice in the business community.

But there was one big challenge in this entire story: social media.

"I have to do marketing to get new listeners, but I don’t like doing marketing. I used Buffer and Meta Business Suite. But honestly? It was a mess."

Enter Willow: a local, user-friendly Buffer alternative

Peter found out about Willow through Brent, one of Willow’s team members. After Brent held a talk about social media marketing, he approached Peter about his podcast. 

Apparently, it can also work the other way around: Peter’s podcast opened a door for us to support him with social media marketing.

"The fact that it’s a Belgian company, based in Ghent, made a big difference. I prefer working with people nearby who understand the local market and mindset."

A simple flow that saves hours

Peter didn’t like Buffer and we’re yet to find the first person who actually likes working with Meta Business Suite. Willow’s platform was a great alternative. It’s user-friendly and it allows Peter to promote his podcast on Instagram, Facebook and LinkedIn, without wasting time.

What he loves most about it is that he can easily tweak the tone of voice for each channel.

With the help of Willow and other tools like Canva for visuals, Opus Pro for video snippets and Perplexity for summaries and copy, he can easily create and schedule an entire month of content in just half an hour. 

Yes, you read that correctly. That’s a full month of content planned in just 30 minutes.

So what are the results?

Even though Peter admitted he doesn’t closely track the results of his podcast or social media posts, we still had a look at the numbers.

Over the past year, Peter’s social media posts have gone viral a couple of times, once reaching 400,000+ people on Facebook. 

But it’s not all about reach. The Willow platform also shows which social media posts bring in the most new listeners. One post on Facebook drew 190 link clicks and an engagement rate of 30%. Several other posts also brought in 40+ listeners each. 

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But the best part? Peter no longer dreads marketing. He’s free to focus on meaningful conversations and life beyond work. Life and the podcast are about stories. Creating them. Living them. And telling them. Willow just helps make sure more people hear the stories.