Registering as an autónomo (self-employed person) in Spain is a big step. Once you have navigated the paperwork — the NIE, Social Security registration, tax registration and choosing a gestor — the next challenge arrives: finding customers.
Whether you are a hairdresser in Torrevieja, a handyman in Mazarrón, a translator in Alicante or a consultant working with clients back in the UK, here is a practical guide to marketing your business in your first year.
Step 1: Define your offer clearly
Before spending a cent on marketing, be clear about:
- What you offer: specific services, not “a bit of everything”.
- Who you serve: English-speaking residents, holidaymakers, Spanish customers, international businesses?
- Where you work: which towns and urbanisations?
- Why customers should choose you: experience, language, reliability, specialist skills, price?
A clear offer makes every other marketing decision easier.
Step 2: Set up your essential online presence
Google Business Profile
Free, and often the most valuable marketing tool for local businesses. It puts you on Google Maps and in local search results. Follow our Google Business Profile guide.
WhatsApp Business
In Spain, customers expect to message you on WhatsApp. Set up WhatsApp Business with a professional profile, catalogue and quick replies. See why WhatsApp matters in Spain.
A simple, professional website
Even a small website establishes credibility, gives you somewhere to send people and helps you appear in search results. Make sure it includes the legal information required in Spain — see website legal essentials in Spain. For realistic costs, read how much does a small business website cost?
Social media
Choose one or two platforms your customers actually use. For many expat-facing businesses, Facebook is essential; for visual businesses, Instagram is a strong second.
Step 3: Tap into the community
Expat communities in Spain are close-knit and word of mouth travels fast.
- Join local Facebook groups and contribute helpfully. See Facebook groups: the secret weapon for expat businesses.
- Attend networking events run by business groups and chambers of commerce.
- Partner with complementary businesses for referrals. See building a referral programme.
- Support local events and charities.
Step 4: Collect reviews from day one
Ask every satisfied customer for a Google review. Early reviews make a huge difference to a new business’s credibility. See how to get more Google reviews.
Step 5: Think about language
If you only market in English, you are limiting yourself to part of the market. Even a little Spanish — a bilingual Google Business Profile description, bilingual social posts, a Spanish version of your key web pages — can open up new customers. See beyond the expat bubble.
Step 6: Get your admin and invoicing ready
Professional, well-organised admin is part of your brand. Use proper invoicing software, keep records in order with your gestor and be aware of upcoming changes to invoicing rules — read our guide to Verifactu.
Step 7: Budget sensibly
You do not need a big budget to start. Prioritise:
- Google Business Profile and WhatsApp Business (free).
- A professional website.
- Good photos of your work.
- Consistent social media.
- Small, targeted paid ads once the basics are in place (see Meta ads on a small budget).
Our guide to setting a marketing budget goes into more detail.
Step 8: Track what works
Ask every new customer how they found you and keep a simple record. After a few months, you will know where to invest more and what to stop.
Grants and support
From time to time, Spanish public programmes have offered digitalisation support for small businesses and autónomos, such as Kit Digital. Availability changes, so check the latest position — see our guide to Kit Digital.
We have been there
Our founder made the move from the UK to the Costa Cálida and built a business here, so we understand the challenges of starting out in Spain. If you would like help getting your new business noticed, get in touch.
