Online marketing strategies for Small Businesses in France
Well done! You’ve made it, you’ve settled in your own French House and have started enjoying your newfound lifestyle. Now you are ready to start generating income, either from your property or by starting a small business venture to capitalise on your skills, but where do you start when it comes to online marketing strategies and advertising campaigns in France?
Running a small business in France can be especially challenging for expats with other responsibilities like teaching, working as an estate agent, or running a bed and breakfast. To market your business effectively, it’s essential to find the time to advertise. If you are selling online, consider using popular e-commerce websites in France like Amazon, Cdiscount, Leboncoin, or Aliexpress (as of April 2023). If you sell products or services in France as a foreign company, you must be registered for VAT.
Running a gîte or other hospitality business is a popular choice; the tourism industry in France is a significant economic driver. In 2019, France welcomed over 89.4 million international tourists, generating revenue of €40.8 billion. Running a bed and breakfast, holiday rental, or Airbnb in France can be a profitable venture, especially in popular tourist destinations and peak seasons.
However, success requires careful planning, effective marketing strategies, and a commitment to providing exceptional experiences to all clients and guests. To help you get started, we’ll explore some practical and effective strategies to market your small business in France.
Define your target audience
The first step in marketing your business online is to define your target audience. This involves understanding who your ideal customers are, what their needs and wants are. Once you have a good understanding of your target audience, you can start to develop targeted marketing campaigns that are more likely to resonate with them.
Create a strong online presence
Your online presence plays a crucial role in how your business is perceived by potential customers. Therefore, it’s essential to ensure that your website and social media profiles are professional, up-to-date, and informative. Pay close attention to your logo, the colours you use, and the values you want to convey. If you’re looking to establish a strong brand identity, consider seeking professional advice. While it may cost more to begin with, it will be worth the investment in the long run.
Your website should clearly outline your products or services, provide contact information, and include Google Map links, which are always helpful. Additionally, it should be easy for customers to learn more about your business. Your social media profiles need to be updated regularly with fresh, relevant content that resonates with your audience.
Engage in social media marketing
Social media presents an influential platform for establishing connections with potential customers and building strong relationships with them. There are several social media platforms that are popular in France, including Facebook, Linkedin, Pinterest and X (formerly Twitter).
To leverage social media effectively in your marketing efforts, it is important to create a consistent and engaging content calendar. You should also consider participating in conversations with your target audience and responding to their comments and questions.
Consider paid advertising in your strategy
Paid advertising can be an effective way to expand your reach and drive traffic to your website or social media pages. There are various paid advertising platforms available, including Google Ads and Facebook Ads that can help achieve this.
When using paid advertising, it’s important to carefully target your campaigns to ensure that you’re reaching the right people. You should set a specific budget and measure your results to calculate your ROI (return on investment).
Network with expats & businesses
Networking is a great way to get your business and your face in front of real people and meet potential customers. There are a few expat communities, business directories and networking groups in France. You can also participate in online forums, discussions, and groups related to your specific industry or area to network virtually. Don’t forget to share your news with the local boulanger or hairdresser, word-of-mouth recommendation is priceless and very efficient. Why not organise an afternoon tea with biscuits, or an event that the locals will talk about and remember?
Don’t be afraid to ask for help
If you find yourself struggling with the marketing process, don’t hesitate to ask for assistance. There are many resources available to expats in France, such as business consultants and marketing agencies.
Hiring a professional can help you save time and energy, ensuring that your marketing campaigns are effective, and your business never runs out of new ideas. Remember, there are only 24 hours in a day, and you can’t do everything by yourself.
Share your story and journey
Share your journey, your expertise, and the unique stories behind your business – the successes and setbacks along the way. Regularly blogging about your daily life, challenges, and joys of being an expat entrepreneur in France is an easy way to provide your target audience with new and genuine content. You can also use this content to send relevant news and updates to your clients using a newsletter. But be aware, that once you commit, there’s no going back!
Multilingual all the way
Consider offering your online content in multiple languages, including French. Catering to your audience in their native language enhances accessibility and relatability. Whether you are a retired teacher or run a B&B, there are opportunities for visiting clients from all over the world. And from around the corner, so keep an open mind, and look out for local events and family celebrations for example.
Visual appeal matters
Leverage the visual allure of your business. Use high-quality images and videos to showcase your gîte, bed and breakfast, rental villa or the beauty of your garden and the pool area. Visual content is a powerful marketing tool with many platforms available to showcase your images, stories, and excursions. YouTube is the most popular platform, which can be shared with customers or embedded on your website to improve SEO.
Encourage reviews & testimonials
Positive reviews and testimonials from satisfied guests have a significant impact on your booking rates. Encourage your guests to leave feedback on your booking sites (such as Airbnb, Booking.com, and Expedia) and social media. Respond graciously to both positive and negative reviews, demonstrating your commitment to client satisfaction, especially if you run a hospitality business.
Bonne chance (good luck!)
Marketing a small business in France can be a challenge, but it’s possible, even if you’re juggling multiple roles. The key is to keep working at it, you will improve daily and over time so will the health of your business. We hope these tips can help you build your brand and achieve your entrepreneurial goals.
