Targeting the Hispanic market doesn’t necessarily mean marketing in Spanish. We all know that by now! Nevertheless, it is wise to include Spanish-language activities in your marketing efforts if you want to attract the entire spectrum of US Hispanics, as many of the searches coming from this group are conducted in Spanish. Does that confuse you? Keep reading and hopefully, it will become more clear to you.
The United States has the largest number of Hispanics, coming second only after Mexico. It is also one of the fastest growing segments of the population. At present, Hispanics constitute 16 percent of the nation’s total population, making it the nation’s largest ethnic minority. At a growth rate of 3.1 percent, it is also the fastest growing. This has implications for the sheer size of the Hispanic market, which is growing at a rate faster than the general population.
Ok, that helps to some extent… But how much of my marketing dollars should I allocate for English-language and how much for Spanish-language campaigns?
Well, that’s the million dollar question for a marketer trying to reach U.S. Hispanics, isn’t it? The fact is that marketers in the US try to decide between employing marketing in one language or another while using the right combination of both languages is the right approach. It’s not a black or white approach, it’s a holistic approach!
After English and Chinese, Spanish is the most spoken language in the world. About 500 million people across more than 40 countries speak Spanish. In the United States, they are also becoming a very active online population. More Spanish speaking online users are likely to spend an hour or more surfing the web than watch TV, on an average 47 percent versus 44 percent. The online market for Spanish speakers is growing, and with it a demand for Spanish websites.
Access to the web in the Hispanic market in the US is 30.5 percent, which is slightly higher than the worldwide average, and in the last ten years has shown a growth of 900 percent! However the demand for Spanish language websites far outstrips their presence and growth. The share of Spanish webpages is quite low, at about 8 percent, lagging behind the share of English language pages, which is at 38 percent and Chinese pages, that are at 22 percent.
There is a large segment of the market that companies are not being able to tap into, for the simple reason that they are not accessible in Spanish. Yes, in many cases, the English version of your website may be suffice (depending on your product and service, and industry you are in). However, a portion of Hispanic users tend to prefer Spanish-language websites. By not catering to their language needs, when there is demand, thousands of online consumers may remain unreached.
Hispanic Market Advisors can help you change that. We can provide you with an up to date, English to Spanish website translation, if needed for your case. That will help you attract new customers and keep them loyal. Our services are suitable not only for search engine marketing professionals, but also small and medium sized businesses that want to cater to this growing customer base. In
Hispanic marketing is an interesting subject worth discussing. I agree that very often marketers push agendas that suit their wants and needs rather than those of their aspiring or existing customers. Those that take the high road and put their initial efforts in trying to really understand who their customers are, and simultaneously, helping their customers understand who their own customers are, can eventually reap the benefits of cultivating long-lasting win-win business relationships.
After profiling their customers, it is important to develop content that not only informs but attracts them emotionally. For instance, if your client is a lawyer firm that offers medical negligence services, you may want to create an investment in the service at hand by making it something in higher demand psychologically. Video marketing and social media can help with this.
In many cases, having content developed towards a Spanish speaking audience increases the potential number of customers and demonstrates that the small business is ready to address the reality of the current composition of society where English isn’t the only language. While this might seem like a small step, the correct creation and management of Spanish language website content makes a statement about the business’ willingness to interact with diverse customers and demonstrates a more personal connection rather than simply existing as a faceless business in the minds of customers.
Media buyers don’t put all their eggs in the same basket, they know better. Instead, they create the right mix of TV, radio, print and online. In the same way, Hispanic marketing professionals should be encouraged to create the right mix of English and Spanish content to tap into the entire spectrum of Hispanic consumers. What’s the right mix? Well, that’s for you and your customer to find out. My two cents worth is that it may vary depending on the geographical area where you do business, the type of industry you are in, and of course, the type of product and services you provide.
Alternatively, you can contract an specialist who can help you narrow down this profiling to a level that you and your customers feel comfortable – so then, your investment is optimized and you’re reaching cost-effectively not only the more acculturated but also the less acculturated and the bilingual Hispanic consumers.
Latino Internet Use 2009
* Look At Your Spanish Website Through The Customer’s Eyes
* How Can Your Website Compete Successfully in the Latino Market?
* Small Business Tip: How to Operate a Bilingual Site in the US
A well-planned Spanish website knows and understands its core audience. It makes the Hispanic customer feel important by offering them an interactive and personalized experience. Imagine having an innovative edge with your small business customers. Rather than just offering that standard list of goods and services, it will offer them the ability to make well-informed and profitable decisions.
How can this be achieved? First, it is necessary to have adequate access to your website’s audience. This is where individual concerns and needs are expressed. When these are specifically addressed, a true understanding of the customer can be realized. What do they want to know? What businesses are they interested in? What research, goods, or knowledge do they need and want access to?
Finding the real identity of the Spanish customer is vital to the success of the website. Offer the opportunity for Hispanic customers to provide feedback. Review your analytics. Doing so will provide you with a wealth of information, such as: what pages your customers find the most useful, and what keywords they search for most frequently. It will help you identify what the greatest barrier is to your customer in purchasing your product or service. When you address concerns, you develop trust with your Hispanic audience. If you carefully consider feedback and review your analytics, you are on the way to formulating your website content.
Once you have identified the needs and goals of your audience, make sure that your content reflects their desires. Not only should your content be helpful and logical, but it should be readily accessible. It should be in a place where your Hispanic customer is looking for it. Next, review the overall logistics of your website. Is your internal search maximized? Can your customers quickly find what they need through your internal search? Are the navigation tools on your website clear and concise? Do they point and guide customers to the right area? Perform an audit of your website, making sure that your content is current, relevant and accessible. Insure that customers are led to the content through a wide variety of sources, such as: maximized internal searches and well-executed navigation prompts. All of these techniques are subtle ways in which you facilitate the decision making process of your Hispanic audience.
As an added bonus, offer a live chat option on your website. The live chat option is another great example of tailored customer service which is invaluable to any small business owner. The individual service will lead customers to express any of the last minute concerns they have before purchasing the goods or services. In essence, it facilitates the decision making process even further. By providing customer service at the pivotal moment of sale, you are maximizing your profitability and furthering your rapport with clients.
The core of your success with your Hispanic customer is in gaining his trust, and becoming a one-stop shop for all of his small business needs. By thoroughly researching his needs and desires, you will be providing goods and services that are both current and relevant. When you allow him the chance to voice his concerns or hesitations in purchasing and address them; you will be facilitating the decision-making process of the small business owner. In today’s busy times, your website’s ease of use will become an invaluable resource for your Hispanic audience.
Like many immigrant groups in the United States, US Hispanics may not be entirely familiar with legal services. They may underestimate the value of the right attorney for both routine and special proceedings within the legal system.
While Latino communities are frequently served by local paralegal services, attorneys and firms devoted to immigration, potential clients may not be aware of the broader services available even within their particular community or neighborhood.
Analyses of their buying patterns shows that US Hispanics are highly web savvy in searching for goods and services. Does your law firm target this audience? If not, why not?
The US Hispanic Online Audience
More than half of the 23 million US Hispanics are Internet users, on average spending an hour more per week online than their non-Hispanic counterparts. Latinos are avid users of search tools, tending to type their queries in English. But given the choice, more than 80% say they prefer sites with Spanish language content.
What Factors Influence Legal Services Decisions Among US Hispanics?
Hispanic communities are highly networked, and word of mouth is a driving force in Hispanic purchasing. It’s impossible to buy word of mouth, but it can be earned. Satisfied customers will spread the word among potential customers. And don’t be afraid to use your web presence as a means of outreach education: a list of questions in Spanish to ask the attorney handling the closing on a home purchase, for example, will be bookmarked by many and those bookmarks will be shared.
Similarly, what legal services might a potential client need from an attorney in starting a small business? Grandma will download and mail these tips to every cousin who ever dreamed of starting his own construction business – and they’ll all have your name on them. Ultimately potential clients will retain the legal services of your firm based on your reputation, whether from word of mouth, outreach within the target community, or a visible public profile. Attorneys and firms that recognize this have a headstart in marketing to US Hispanics.
Currently the largest minority group in the United States, Hispanics account for one of every five new workers in the United States economy. However, to describe them as a single minority group belies a complicated blend of various races, ethnicities, and cultures. Targeting this growing market can be difficult for the company uninitiated in the diverse set of needs and desires of the Latino community. This blog post will prove useful for those interested in finding new avenues of business and new opportunities to provide their product or service to an emerging spectrum of American society.
Providing a small business service, or even setting up a Hispanic online business, can be a daunting task with big rewards for the determined. Targeting Hispanic consumers involves more than the obvious language barrier. Employing a Hispanic market professional or agency, particularly in relation to setting up a Hispanic online business, can help point to those unexploited elements of the market. An easy example is the food market in the United States. Previously the Hispanic community was marginalized and fed mostly from its own secondary market of ethnic foods. However, with the increased influence of Latinos in American life comes a chance to market diverse food products not traditionally considered Hispanic. Additionally, Hispanic and Latino communities are increasingly becoming the object of government-subsidized endeavors. With increased political relevance has begun Spanish-language campaigns from Amtrak, the United States Postal Service and other government subsidiaries and affiliates. If your small business service is involved with government contracts, the expansion of your work into Latino and Hispanic communities can pay big dividends in renewed investment.
Perhaps the biggest factor to take into account when providing a small business service to online Hispanics is the increased disposable capital, as much as $45 billion, in the hands of Latino and Hispanic Americans. With their rise into the middle class has come an attendant desire for goods and services, such as luxury items, vacations, and electronics. Having a strategic partner who understands this factor can enable you to target your small business’ services toward those segments of the minority markets that desire them most.
Marketing to Hispanics Geared toward an Emphasis on Stability and Security
In some ways Hispanic and Latino communities have been disproportionately harmed by recent economic downward trends. Hispanic and Latino communities were the most likely groups to receive subprime loans. This is seen as partially a symptom of economic disparity between minority and white populations, but also due to predatory lending practices that targeted minorities for high-pressure, high-interest loans. This being the case, future purchasing of financial products by Hispanic and Latino communities is likely to focus on relatively safe investments. That is not to say that financial services products should not be marketed to Hispanic-American communities but that the marketing should be geared toward an emphasis on stability and security, two traits that nervous consumers are likely to appreciate.
Not addressing the emerging Hispanic-American markets would be a grave mistake for any American company, but specifically small businesses looking to build their clientele into the future. While the waters can be complicated, hiring a company who specializes in the Hispanic market can help clear the air and direct marketing strategies. Providing a Hispanic online business is no longer an avenue of small profits and niche products, but an opportunity for mainstream acceptance from an increasingly Latino America. Reaping the growth takes an expert opinion and the willingness to dive in to the emerging Hispanic-American market.