At some point in every expat’s journey through Spain, somewhere between your third bocadillo de jamón and your first encounter with the dreaded Ayuntamiento, you’ll feel it. That itch. The one that whispers, ‘You need to start a business.’ Maybe it’s a beachside café. Maybe a yoga retreat in the hills of Ronda. Maybe you’ve got a software idea you swear will change the world, or at least solve one weird Spanish paperwork problem.
Whatever the dream, one truth remains: if you want your venture to succeed, you need digital marketing. And not just the “post once a week on Instagram and hope” kind. We’re talking real tools, real strategy, and a digital game plan that works in the unpredictable wonderland that is España.
And don’t fall for the TikTok trap. Many new business owners believe that performing a couple of TikTok dances will make them famous. What most don’t realize is that most so-called “viral” content is backed by serious money: agencies, sponsored posts, strategic placements. Virality isn’t an accident. It’s a corporate strategy with money behind it.
What really works for expats in Spain trying to get their ventures off the ground is building trust and visibility within their local community. Real outreach. Community. Partnerships.
Let’s walk through the ten essential tools you’ll need. We’ve tested these. We’ve seen them work. And we’ve seen what happens when expats try to wing it without them. Spoiler: it’s not pretty.
First Things First: Build a Proper Website
You need a website. Full stop. No, your Facebook page doesn’t count. Neither does the free blog you started in 2014 and forgot about when you moved to Valencia.
Your website is your storefront, your calling card, and your digital handshake. It’s what Google sees. It’s what your customers trust. And it needs to be done right.
There are a hundred website builders out there, but only two we’d seriously recommend.
WordPress Elementor is a beast. WordPress powers over 40% of the internet. It’s open-source, endlessly customizable, and unbeatable in terms of SEO. But it’s not for the faint of heart. You’ll need to deal with plugins, themes, and possibly even hire a developer when things go sideways, which they inevitably will. Still, if you want to grow, scale, and dominate Google search results, WordPress is your friend.
On the other hand, Squarespace is the chilled-out cousin who drinks vermouth at noon and still gets stuff done. It’s all-in-one, drag-and-drop, and surprisingly good-looking right out of the box. It’s perfect if you want something that works without too much fuss. However, it can become limiting, especially if you’re trying to blog regularly, manage multilingual content, or perform advanced SEO tweaks.
What about Wix, Ionos, or Weebly? Look, if you’re serious about your business, don’t. Their SEO options are weak, their customization clunky, and you’ll outgrow them fast.
Caroline, a British expat, wanted to start running yoga retreats in Valencia. She launched her Squarespace site in one weekend, added some beautiful photos, connected it to Instagram, and slapped a Squarespace booking form on the homepage. With this relatively simple setup, she booked two retreats in her first month, solely from Google and Instagram traffic. Not bad for someone who still struggles with Spanish bank apps.
Regardless of which web builder you choose, make sure that your website includes a blog. A real one. Blogging drives search traffic, establishes authority, and provides a reason for people to stay on your site. Think of it as your digital campfire. Light it, keep it warm, and people will gather.
Capture Those Leads Before They Disappear
Let’s say someone lands on your site. They love it. They’re curious. They want to know more. If you don’t capture that moment, they’re gone. Forever.
That’s why you need a lead capture tool. HubSpot is our top choice. It’s free to start, easy to install, and gives you powerful forms, email automation, and CRM tools. It tells you who visited your site, what they clicked, and how to follow up.
If HubSpot feels too big, there are solid alternatives. Squarespace and WordPress come with some basic lead-capturing and email automation tools, but we would recommend HubSpot over these more basic tools. Mailchimp works too, but we find it a bit clunky and overpriced for what you get.
Take Mike, for example. He’s an American expat who’s opening a surf hostel near Tarifa. Before using HubSpot, potential guests would browse his site and vanish like the afternoon wind. After installing lead forms and a simple automation that emailed them a surf guide PDF, he started getting bookings while he slept. No more chasing guests. Now he’s getting ready to teach them how to chase waves.
Get Found with Google and Meta Ads
People aren’t going to find your business by accident. You need to get in front of them. That means ads.
Google Ads are the powerhouse and are specifically designed to put your website in front of people actively searching for your services. Like, for example, someone typing: “English-speaking real estate lawyer in Alicante” or “English-speaking real estate agent near me.” If you bid on the right keywords, you show up at the top. However, beware, it requires skill, and it’s not inexpensive. It’s a good idea to get professional Google Ads advice on how to run it.
Meta Ads, which include Facebook and Instagram, are great for brand awareness and lifestyle pitches but work really well for local businesses and events. Want to promote your Irish pub in Málaga to every expat aged 25 to 50 within a 10-kilometer radius? Meta’s your tool.
There’s a Scottish couple in Alicante who run a craft beer bar. Every Thursday, they run a five-euro pint night. They used Meta Ads to target Dutch, German, and British residents in the area. Result? Packed house. Sold-out beer. Tourists then snap pics that end up in their pub’s Instagram and Facebook feeds, helping drive more business. All because of one well-targeted Meta campaign and a good Meta content and ad strategy.
Good Design Isn’t Optional: Canva & Photoshop Are Your Allies
Your logo is your first impression, but your design is your reputation. If your menu, flyer, or ad looks like it was built in WordArt by a confused teenager, you’ve already lost the sale.
Many expat entrepreneurs in Spain start with Canva, and for good reason. It’s quick, user-friendly, and packed with templates. But at a certain point, when your brand matures and you want full control, Photoshop and other Adobe design tools become your secret weapon. Yes, Adobe design tools have a learning curve. But they also give you the precision and polish that no template can match.
Take Hannah, a German expat who runs a ceramics workshop in Granada. She started designing her Instagram posts with Canva. But once she brought her brand into Photoshop, her work started getting featured in design blogs. People were booking classes just based on how “put together” she looked online.
The Not-So-Secret Weapon: SEO Tools
If your business isn’t showing up on Google searches, you’re leaving money on the table.
Most business owners know that they need SEO but don’t know where to start. We suggest you start with Google Search Console. It’s free and it will give you the top keywords you should focus on to get your SEO strategy off the ground. Then you can graduate to paid tools like Ahrefs and SEMrush to focus on the technical side of SEO (your website’s health and how easy it is for Google to index it) and also your top competitors for SEO traffic. If you’re using WordPress, install Yoast SEO or Rank Math SEO and use them religiously every time you create a new page on your site.
There’s a Canadian guy running a coworking space in Denia. He started blogging about “best coworking for digital nomads in Spain” and used Google Search Console to identify the right keywords. A few months later, he’s getting hundreds of visits per week, many of them from organic search.
Now, let’s be clear, SEO takes time. It takes strategy, consistency, and patience. But it’s non-negotiable. Even in this new age of AI-powered search results, guess where those AI bots get their information? From websites that are already optimized for SEO. Sure, they dress it up and call it “AISO,” but in the end, it’s still search, and it still relies on quality, optimized content. The only difference is that now the bot is doing the search for the human instead of the human typing into Google directly.
You need a good SEO strategy and implementation if you want your site to succeed (and this is an ongoing process). Full stop. Get agency help to free your time to run your business, but never skimp on SEO.
Keep in Touch with Your Customers Via Email Marketing
People check their email. Not always on time, but they check it. And that means you have a direct line to your audience.
Once someone joins your email list, use it to send them helpful content. Updates, offers, reminders, stories. Make it personal. Make it human.
One of the smartest ways to use email marketing is by building trust through storytelling. Let’s say you’re an English-speaking law firm helping expats survive the chaos of buying property in Spain. You could send out a monthly email titled “What Other Lawyers Won’t Tell You About the Real Estate Buying Process as an Expat in Spain.” Make it blunt, funny, a little ranty even, but most of all, make it honest. That kind of real talk builds credibility, and credibility turns into leads. Every single month.
And it’s not just for lawyers. Whatever business you’re running as an expat in Spain, whether it’s real estate, coaching, hospitality, or consulting, this approach works. Today’s customers are not looking for fluff. They want authenticity, honesty, and people they can actually trust.
Track What Works with Analytics
If you’re not measuring, you’re guessing. And guessing gets expensive.
Google Analytics 4 is free and tells you who visits your site and what they do. Pair it with Hotjar for heatmaps and Looker Studio for dashboards. Don’t fly blind. Data is your friend.
Why Good Photography Sells
Authenticity is currency. People want to see you. Your space. Your work.
You don’t need to hire Annie Leibovitz. But you do need real photos. Real people. Real moments. Use them everywhere.
A British couple running a B&B outside Ronda used iPhone shots for years. Then they hired a pro photographer. Within two months, their online bookings tripled. People were now arriving, saying, “We picked you because of the photos.” This same idea works for bars, restaurants, and even when selling your real estate. A great image is worth a thousand words.
Put Yourself On The “Google Map”
If you run a physical business, claim your Google Business Profile. It’s free, and it shows up on Maps.
A Danish café in Barcelona estimates that they get approximately 60 percent of new customers from Google reviews alone. That’s the power of local listings.
And don’t forget to keep your Google Business profile updated. Add your latest menus, current offers, and even a form to capture leads.
Don’t Underestimate Traditional Media
The Olive Press, A Place in the Sun, Bay Radio, they’re still powerful. They give your business authority, trust, and best of all, they feed into your digital strategy. People read about you in the Olive Press print edition, then they Google you. Or they hear about you on the English Expat radio and then visit your social media feed. That’s why your digital setup must be solid. Because when those leads come in, you need to catch them, nurture them, and close them. And then keep them happy!
These traditional outlets give you great backlinks. And backlinks boost your SEO like nothing else.
You Don’t Have to Do It Alone: Work with a Digital Marketing Agency That Understands the Struggles of English-Speaking Expats in Spain
You can try to handle all your digital marketing on your own. And many expats do, at first. But eventually, most hit a wall. Algorithms change. Google updates its rules. Ad costs rise. And suddenly, you’re spending more time trying to understand SEO than running the business you started.
That’s exactly why GuiriGuru has partnered with CalienteContent, a bilingual digital marketing agency built by English-speaking expats, for English-speaking expats. They specialize in helping entrepreneurs in Spain thrive, whether you’re a real estate agent on the Costa Blanca, a pub owner in Denia, an English-speaking lawyer guiding clients through Spain’s legal labyrinth, or a SaaS founder preparing to launch globally.
From SEO and Google Ads to lead funnels, branding, content strategy, and email marketing, CalienteContent has the tools and the team to help your business grow. Most importantly, they understand your audience and speak their language, because they live it too.
Welcome to the expat marketing revolution. Let’s build something great. And stay tuned, we’re launching a monthly series of digital marketing tips to help you grow your business in Spain without losing your mind.
For more honest travel stories and no-nonsense expat advice, visit GuiriGuru.com and start experiencing Spain from the inside out.
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