One figure explains a fair bit about digital marketing in Figueres: gross household disposable income per inhabitant in the town is 15,572 euros a year, 74.9 % of the Catalan average, which stands at 20,789, according to Idescat. It does not mean nothing sells here. It means the margin per customer is tighter, and that buying new customers with ads shows up in the accounts much sooner than elsewhere.
Why digital marketing in Figueres is won on the second sale
Figueres lives off retail and hospitality. Retail alone generates 216.5 million euros of gross value added a year in the town, and hospitality another 114.5, out of a services total of 1,034.6, according to Idescat figures. These are sectors where the same customer can come back ten times, or fifty.
And even so, the whole budget goes on acquisition. Whoever already bought from you gets nothing: no reminder, no date, no call when it is time to repeat. They come back if they remember. That is the leak, and plugging it does not cost money, it costs order.
What a new customer costs and what one who knows you costs
You can do the sums without making numbers up. For a stranger to buy from you, four things have to happen: see you, walk in, trust you and decide. People drop out at every step. For someone who already bought and was happy to come back, only one thing has to happen: remembering.
No campaign competes with that. That is why, when we start with a business here, the first thing we look at is not the ads: it is how many customers they have on file and how many of them have come back this year. Often nobody knows that second number, and that is half the answer already.
Before chasing new people, plug the leak
It makes no difference how well the rest is built if someone searching for your name finds a half-finished listing or a website that explains neither what you do nor what it costs. That order is spelled out in SEO in Figueres and in web design in Figueres, and it is the one we always follow: first be found and understood, then go looking for people who do not know you.
There is a third point everyone forgets: replying. A message answered two days later is money thrown away, and we cover it in how fast you reply to leads.
Want to know what it would cost you?
We reply the same day. No commitment, no sales pitch.
The list you already have and are not using
Every business has a list, even if it does not call it that: last year delivery notes, invoices, quotes that came to nothing, the notebook behind the counter, the contacts in the phone. The trouble is that it sits in five different places and nobody can look at it all at once.
What to keep about each customer
Little, and always the same: name, phone number, what they bought, when, and where they came from. Five fields. That is enough for almost everything that follows, and how to set it up without complicating your life is in CRM for small businesses. If you also write down where each one came from, within three months you will know which channel brings customers who repeat and which one brings one-off visitors.
When it is time to get back in touch
Every business has its own rhythm and usually knows it by heart. A garage, twelve months. A hairdresser, five or six weeks. An optician, two years. A clothes shop, every change of season. Write that number down once and stop thinking about it: from then on it is the list that tells you who to write to this week, not your memory on a rough Tuesday.
How to ask for permission without burning the list
To write to someone you need their permission, and it is worth asking at the right moment: right after they have bought and are happy. Not with a twenty-box form, but with a normal sentence while you take the payment, keeping a record of when and how they said yes.
Then comes a rule that sounds obvious and that almost nobody follows: if you have nothing to say, do not write. A list burns out after three pointless messages and takes years to rebuild. One message a quarter that says something beats four a month that say nothing.
The message that brings someone back
The one that works does not sell: it reminds or it solves. And it carries a name, a specific date and an easy reply, because the customer is at the supermarket or in the car when they read it.
Three messages that work
- The useful reminder: "your service is due, shall I book you in for next week?". It sells nothing, it settles something the customer already had pending.
- Early access: telling your regulars two days before you open it to everyone, whether that is an offer, a slot or a table. It costs nothing and builds loyalty.
- The missing piece: someone who bought one thing usually needs another a few months later. If you know it and they do not, tell them.
Three messages that scare people off
- Season greetings and nothing else, which add nothing and only remind people that you have their number.
- The permanent discount, which teaches people to wait for the next one and lowers your price for good.
- The nameless message, the "dear customer" one, which you can spot a mile off and which gets deleted just as fast.
Which channel you use depends on your customers. Around here WhatsApp beats almost everything, and how to use it without sounding like advertising is in WhatsApp Business for your business.
Advertising only to people who already bought
There is one piece that hardly any small business uses and that comes cheap: uploading your customer list to the platforms so they show ads only to those people, or so they go looking for similar ones. Google explains it in customer list targeting. There are minimum sizes and short lists do not always qualify, but when they do, the cost per sale looks nothing like a cold campaign.
If you are going to touch ads, first read why Google Ads spends and does not sell. The fault is almost never in the ad: it is in the page people land on.
What social media is for in digital marketing in Figueres
In a town this size social media does not bring strangers in by the hundred: it keeps the people who already know you from forgetting about you. They open your profile, check whether you are still open, whether there are familiar faces and whether there is real work, and that is what brings them back. Two posts a week done with some thought are enough, and it is all developed in social media for local businesses.
Reviews are somebody else's second sale
The person who has come back three times is the one who writes the best review, and that review is what makes a stranger walk in. It is the only marketing asset that works in both directions at once, and it is almost always asked for badly or not at all. How to do it without being awkward is in how to get Google reviews.
The repeat-purchase calendar of a business in Figueres
Once the list is in order, the year plans itself. You do not need a forty-page marketing plan: you need to know whose turn it is each week and what to say to them.
The ninety-day rule
If a customer has not shown up for more than three months and your cycle is shorter than that, you have half lost them already. Before ninety days a message brings them back; after that you need an offer, and offers cost money. That is why we look at that list every month, not every year.
We'll tell you in a ten-minute conversation
We reply the same day. No commitment, no sales pitch.
Three examples from here, no names
- Car garage. It had 800 customer records and not one next-service date. Adding that date and getting in touch twelve months later is the cheapest campaign it can run, and it competes with nobody because nobody else has that data.
- Town-centre shop. It sells twice a year to a lot of people and has no idea who they are. Just asking for a phone number when handing over the receipt and getting in touch at the change of season means the second visit no longer depends on them walking past.
- Restaurant. Its list is the bookings, which it already keeps. Telling people who have already eaten there about special menus pays off better than any ad, because those people already know what the food is like.
Three different businesses and the same move: using data they already had and never looked at.
What if you sell something people buy once in a lifetime?
That happens with a renovation, with solar panels or with a house move. There the second sale is not the same customer: it is the neighbour they tell. The message changes, the idea does not. You ask that customer for the review, you ask them to recommend you and you make it easy: a short link, a message they can forward and a clear price.
The four numbers we look at every month
None of them is the follower count. How many new customers came in, how many of the old ones came back, how much each one spends on average and how much you paid to get them. If the share of people who repeat does not rise in six months, the problem is not in the advertising. Where each number comes from is explained in where your customers come from.
Digital marketing mistakes we see in Figueres
- Starting with ads when the Google listing is half done and the website does not even give the opening hours.
- Not keeping the phone number of people who have already bought, the most expensive thing thrown in the bin every day.
- Only writing when sales are down, which shows and annoys. The list gets worked in the good months, which is when you do not need it.
- Measuring the month instead of the year. A business here with a season cannot be judged over four weeks.
What digital marketing in Figueres costs
Our prices are published and do not change from town to town. The presence plans are 400, 750 and 1,500 euros a month, plus VAT and with no lock-in, including articles on your site and on your Google listing, replies to every review and positioning in the AI assistants; the 750 one adds management of Google Ads and Meta Ads campaigns. The ad spend is yours and separate, and it goes to the platform, not to us.
If what is missing is the website, Tu Landing is 100 euros a month and Tu Web 200, with domain, hosting, email and maintenance included. Which budget makes sense for which kind of business is broken down in how much digital marketing costs per month, and what we do at each stage is on the digital marketing page.
How long it takes to show
The repeat-purchase part is the fastest thing in marketing: if you have a list and permission, it shows in the first batch of messages. Reviews, in weeks. Bringing in new people, three to six months. That is why we start inside and not outside: it is the only part that brings in cash while the rest gets going.
From Sant Antoni de Calonge, half an hour from Figueres
We are at the Palau Firal, in Sant Antoni de Calonge, so we drive up when a face-to-face meeting is needed and handle the rest remotely, with short reports. Tell us what you sell and how often your customer comes back, and we will tell you what can be done with the list you already have before spending a single euro on ads.
Tell us what you need and we'll give you a price
We reply the same day. No commitment, no sales pitch.