Marketing in French

Why Marketing in French Matters for Exporters

Expanding into the French market requires more than just translating marketing materials. Cultural preferences, search engine optimization (SEO), and local marketing strategies play a crucial role in how businesses succeed in France.

In a recent Exportia Lab webinar, Christelle Damiens, Managing Director of Exportia, interviewed Delphine Coppens, founder of Jextern, a French marketing agency specializing in supporting SMEs and large businesses. The session explored the importance of French-language marketing, how to create effective online content, and the best strategies for running Google Ads campaigns in French.

Key Topics Covered in the Webinar

• The impact of having a fully translated website versus only translating a few pages.
• Best practices for providing relevant content in French for websites and social media.
• How to create and optimize Google Ads campaigns in French for better market reach.

About Jextern: A Leading French Marketing Agency

Jextern is a marketing and communication agency based in Lyon, Villefranche, Roanne, Saint-Étienne, and Amberieu, providing full-service marketing support for SMEs and large corporations. The agency specializes in both strategic and operational marketing projects, working closely with clients to implement effective marketing and communication strategies tailored to the French market.

With over 17 years of experience in marketing, Delphine Coppens and her team offer expertise in SEO, digital advertising, print marketing, content creation, and branding, helping businesses maximize their presence in France.

Why a French Website is Essential for Success

One of the biggest questions exporters face when entering the French market is whether a fully translated website is necessary. Many businesses assume that having just one French landing page or a few translated documents is enough. However, Delphine Coppens emphasized that a fully localized website offers significant advantages.

How French Websites Perform Better in Search Engines

Google ranks websites based on keyword relevance and language preferences. If a business wants to appear in French search results, it needs to:

1. Use French keywords strategically – The right terminology matters, and Google Translate is not enough.
2. Optimize multiple pages in French – More French-language content increases search visibility.
3. Use French meta tags, URLs, and image descriptions – Google crawls these elements to determine relevancy.
4. Ensure content aligns with French regulatory standards – Especially important for technical and industrial markets.

A dedicated French website ensures that businesses are discoverable on Google France, making it easier for potential customers to find products and services.

Providing Relevant Content for French Customers

Creating content for a French audience requires more than just direct translation. Businesses need to understand:

• The terminology French consumers and businesses use when searching online.
• How to align content with French industry trends and regulations.
• The importance of consistent social media updates in French to engage audiences.

Jextern assists businesses by:

• Conducting competitor analysis to identify industry-specific terms.
• Researching customer search behavior to tailor content.
• Writing and managing blog posts, social media updates, and email campaigns in French.

For businesses looking to expand into B2B marketing in France, LinkedIn is the most effective platform, while Facebook is better suited for B2C marketing.

Creating and Optimizing Google Ads Campaigns in French

Running Google Ads in French can be a highly effective way to attract leads, but it requires local expertise. According to Jextern, a successful Google Ads campaign in France should include:

1. Keyword research tailored to the French market – English keywords do not always translate directly into high-performing French search terms.
2. Localized ad copy – Ads need to resonate with French audiences while remaining concise and compelling.
3. Optimized campaign settings – Setting up location-based targeting, scheduling ads for the right time zones, and adjusting bidding strategies.
4. Ongoing monitoring and optimization – Google Ads offers data on search performance, but adjustments must be made continuously for the best results.

Jextern provides full campaign management services, including:

• Setting up French-language Google Ads accounts.
• Defining a daily budget and performance metrics.
• Monitoring campaign performance and optimizing ad copy based on results.

The Benefits of Localized Print and Digital Marketing

For businesses attending trade shows in Europe or marketing their products internationally, printing and distributing marketing materials locally in France can be highly beneficial.

Why Print Marketing in France is Still Relevant

• Many trade shows, business events, and in-person sales meetings still rely on physical brochures, flyers, and catalogs.
• Printing in France eliminates shipping costs from Australia, speeds up delivery, and avoids customs duties.

How Jextern Helps with Print Marketing in France

• Design and printing of marketing materials tailored for French audiences.
• Direct shipping to European distributors, trade shows, or clients.
• Creation of French-language business cards for company representatives.

By using a local printing service, businesses can avoid logistical challenges and ensure that their marketing materials reach their intended audience efficiently.

Expanding into France? Get Expert Guidance from Exportia and Jextern

For businesses considering expansion into the French market, working with experienced marketing professionals can save time, money, and effort.

To learn more about Exportia’s global expansion strategies, visit:
➡ https://www.exportia.com.au/

Curious if your company is ready to generate one million euros in sales? Take the Export Readiness Diagnostic Test:
➡ http://diagnostic.exportia.com.au/7pillar/

If you need French marketing support, including website localization, social media management, or Google Ads campaigns, reach out to Jextern for expert guidance.

Final Thoughts: Why Investing in French Marketing is Essential

Marketing in France requires more than just translation—it involves localizing content, adapting marketing strategies, and understanding customer expectations. Businesses that invest in fully localized websites, well-structured ad campaigns, and targeted social media marketing will have a significant competitive advantage.

As Christelle Damiens of Exportia explains:
“Expanding into the French market is a strategic move, and businesses that take the time to understand local marketing tactics will see long-term success. The key is to integrate French-language content into your sales and marketing strategy from the start.”

By working with local marketing experts like Jextern, businesses can position themselves for success in the French market and maximize their international sales potential.

Would you like to learn more about how Exportia and Jextern can help? Reach out today to start building your French marketing strategy.