Marketing Your Business in the Netherlands as an American
Marketing your business in the Netherlands is not the same as marketing in the US. The platforms are different, the audience expectations are different, and what works in one market can fall flat in the other.
We spent our first few months applying American marketing tactics to the Dutch market. Some worked. Many did not. Here is what we learned about marketing a Dutch-American Friendship Treaty (DAFT) business effectively.
LinkedIn Is King in the Netherlands
If there is one marketing channel to prioritize in the Netherlands, it is LinkedIn. The Dutch are among the most active LinkedIn users in Europe, and it functions as a genuine business development tool here — not just a place to post your resume.
What works on Dutch LinkedIn:
- Sharing practical insights and industry knowledge
- Posting in English (perfectly acceptable in Dutch business)
- Engaging authentically with other people's content
- Sharing your perspective as an American entrepreneur in the Netherlands — this is genuinely interesting to Dutch professionals
- Short, direct posts that get to the point
What does not work:
- Overly promotional posts ("Buy my services!")
- American-style hype and superlatives
- Long, emotional storytelling (the Dutch prefer substance over sentiment)
- Generic motivational content
Post two to three times per week consistently. Engage with comments on your posts and on other people's content daily. LinkedIn's algorithm rewards active participants, and the Dutch business community notices consistency.
Pro Tip: Write about the intersection of American and Dutch business culture. Your unique perspective as someone who works across both worlds is content that Dutch professionals genuinely find interesting, and it positions you as someone who understands both markets.
Google My Business (Google Bedrijfsprofiel)
If you serve local clients in a specific city, a Google My Business profile is essential. When Dutch people search for services, local results appear prominently.
Setup tips:
- Use your registered business address (coworking space or virtual office is fine)
- Write your description in both English and Dutch if possible
- Choose accurate business categories
- Add photos of your workspace or work
- Actively collect reviews from satisfied clients
Google reviews carry significant weight in the Netherlands. Dutch consumers check reviews before engaging with a business, and a handful of positive reviews can make a real difference.
Local SEO
If your business targets clients in a specific Dutch city or region, local SEO helps people find you.
Key strategies:
- Include city names in your website content naturally ("web design in Rotterdam," "marketing consultant Amsterdam")
- Create location-specific service pages if you serve multiple cities
- Register with Dutch business directories (Detelefoongids.nl, Gouden Gids)
- Get listed on industry-specific Dutch directories
- Build backlinks from Dutch websites and business associations
The Dutch SEO landscape is less competitive than the US for many services. A well-optimized website with good content can rank relatively quickly for local business terms.
Reality Check: Do not ignore SEO just because your business relies on referrals today. When people hear about you through word of mouth, the first thing they do is Google your name or business. Having a strong online presence reinforces the referral.
Go at Your Own Pace
Templates, checklists, and a step-by-step timeline for your entire DAFT move—the practical toolkit we built from our own experience.
Get the GuideTalk Through Your Situation
Have specific questions? Unusual circumstances? Or just want to hear from someone who did this? Let's get on a call.
Book a CallDutch Social Media Habits
Social media usage in the Netherlands differs from the US in some important ways.
LinkedIn: The dominant professional platform. Used actively for business development, not just job searching.
Instagram: Popular for lifestyle, food, and visual businesses. The Dutch Instagram audience engages well with authentic, non-polished content.
Facebook: Still used but declining among younger demographics. Facebook groups remain useful for community engagement, especially expat and business communities.
TikTok: Growing rapidly in the Netherlands. If your business targets younger consumers, it is worth exploring. For B2B services, LinkedIn is still more effective.
X (Twitter): Less relevant for business marketing in the Netherlands than in the US. Some industries use it (tech, media, politics), but it is not a primary marketing channel for most businesses.
WhatsApp: This is a big one. WhatsApp is the default communication app in the Netherlands for personal and increasingly for business. Many Dutch businesses use WhatsApp Business for customer communication. Having a WhatsApp number on your website can increase inquiries.
Content Marketing
The Dutch appreciate substance. Content marketing works well here if you focus on genuinely useful information rather than thinly veiled sales pitches.
Blog posts and articles: Write about your area of work in a way that helps your target audience. Publish on your website for SEO and share excerpts on LinkedIn.
Case studies: Dutch businesses love seeing results. "We helped [client type] achieve [specific outcome]" is powerful. Ask permission to share client work.
Newsletters: Email marketing works in the Netherlands, but the Dutch are quick to unsubscribe from anything that feels spammy. Keep newsletters valuable, concise, and infrequent (monthly or biweekly is plenty).
What We Wish We Knew: Content in English is perfectly fine for marketing to Dutch businesses. Most Dutch professionals consume English content regularly. If you want to reach Dutch consumers (not businesses), consider having some content translated into Dutch — but for B2B, English works.
Networking as Marketing
In the Netherlands, your network is your marketing. Word of mouth and referrals drive more business than any other channel for most service-based DAFT entrepreneurs.
Every satisfied client is a marketing asset. After completing a project, ask for a LinkedIn recommendation or Google review. The Dutch will not usually offer unsolicited, but most are happy to help if asked directly.
For detailed strategies on building your network, check our networking guide for DAFT entrepreneurs. And for turning those connections into paying work, see our guide on getting Dutch clients.
The American Advantage in Marketing
Being American in the Dutch market is a marketing angle in itself. Here is how to use it ethically and effectively.
International perspective. Dutch companies that work with international markets value someone who understands both sides. If you have worked with US clients or in the US market, that experience is a real differentiator.
English-language skills. Your native English is an asset for companies that need content, communications, or services in English. Many Dutch companies struggle with natural English despite speaking it well conversationally.
Different approach. American creativity, energy, and service orientation are genuinely appreciated in the Dutch market — as long as they come with substance. The Dutch dislike empty hype, but they value genuine enthusiasm backed by results.
Cultural bridge. If your business helps Dutch companies reach the American market (or vice versa), you have a natural positioning that no Dutch competitor can match.
Dutch Advertising Regulations
Before running any paid advertising or promotional campaigns, be aware that the Netherlands has specific rules about marketing.
GDPR compliance. You cannot send marketing emails to people who have not explicitly opted in. This is stricter than US CAN-SPAM rules. Build your email list through opt-in forms, not purchased lists or scraped contacts.
Cookie consent. Dutch websites must ask visitors for cookie consent before placing tracking cookies. If you use Google Analytics, Meta Pixel, or other tracking tools on your website, you need a proper cookie consent banner.
Advertising claims. The Dutch Authority for Consumers and Markets (ACM) monitors advertising claims. Be truthful in your marketing — no misleading claims about your services, credentials, or results. This aligns naturally with the honest, direct communication style the Dutch prefer anyway.
Comparative advertising. You can compare your services to competitors, but the comparison must be factual, verifiable, and not misleading. Do not disparage competitors — highlight your own strengths instead.
Marketing Budget for DAFT Entrepreneurs
You do not need a large marketing budget. Most of the strategies above are free or low-cost.
Free: LinkedIn posting, networking, asking for referrals, Google My Business, WhatsApp Business
Low cost (under 100 euros/month): Email marketing tools, basic SEO tools, local directory listings
Moderate (100-500 euros/month): Google Ads for local search terms, LinkedIn premium or Sales Navigator, professional headshots and branding
Start with free strategies and add paid channels only when you have validated that your marketing message resonates. The best marketing investment for most DAFT entrepreneurs is time, not money.
For insights on working with Dutch clients once your marketing brings them in, we have a separate guide on Dutch business culture.
Digital Guide — $199
We're not immigration lawyers—just Americans who did this. Requirements change, so verify with official sources.