The Hispanic population in the United States is garnering the attention of demographers and ethnographers.
The Hispanic population has experienced exponential growth in the past few decades. Latinos are the most widely represented ethnic group in the nation. The U.S. is home to more than 50 million individuals of Hispanic descent. Demographers estimate that Hispanics will comprise one fourth of the population of the U.S. by the year 2050.
The Hispanic population has also garnered the attention of search engine optimization professionals and Internet marketers. Latinos are often Internet savvy, young and very active on social networks. Opportunities to market to this population are abundant. For example, certain Internet marketing elements, such as landing pages that appeal to the hearts and minds of Latinos, will be more successful for speaking to the target audience.
Diversity of Culture
Hispanic ethnicity is not comprised of homogeneous genetic and cultural elements. Most Latinos in the U.S. are of Mexican descent. However, South American, Central American and Caribbean cultural elements are often found throughout the country. Landing pages should recognize, or even capitalize, on this diversity of culture. Landing pages may be general enough to appeal to Hispanics as a common group, or may be targeted toward a specific subgroup of Latinos. The target demographic may be defined as specifically as third-generation Mexican Americans in Northern Arizona.
Successful marketing to the Hispanic population will take into account diversity and difference among Hispanic Americans. However, marketing that target this population can utilize elements that are common among all Spanish-American sub-cultures and sub-groups.
Marketing Content Elements
The one element that is common throughout various Hispanic sub-cultures is language. However, marketers must also remember that Latinos also have English, and even Spanglish, in common. Many Hispanics are comfortable communicating in both English and Spanish. Many Hispanic households speak Spanish in the home, but English in public groups.
An important marketing content element for landing pages to speak to Latinos is language. However, marketing material written for Puerto Ricans in Spanish will be different than content written in Portuguese for Brazilians. Even within the same language, there are variances. To create effective landing pages that appeal to a specific segment of the population, utilize the dialect of the country or region. English peppered with regional elements in landing pages may be acceptable if properly vetted by an SME who can appropriately evaluate the message.
Hispanic individuals living in the U.S. often embrace the Latin American culture. Family life and family ties are very important in Latin American culture. Family ties even transcend language to unify Hispanic Americans. Marketing content that demonstrates the value of the product or service to benefit the whole family may be an effective approach to consider for landing pages, as well. Demonstrating through imagery how the product increases family enjoyment and entertainment can be a powerful and positive marketing tool for landing pages.
PPC and SEM Marketing Content
Similar content principles as mentioned for landing pages should be applied to Pay-Per-Click campaigns and Search Engine Marketing, as well. Many Latinos are well connected into the major social media platforms. As a population of avid social media users, a marketing campaign that is designed to appeal to Latinos should include a social media marketing component in some form. Considering that a Hispanic audience is well-connected, on the social networks and uses mobile devices, an effective marketing campaign to reach Latinos might include a Facebook Pay-Per-Click ad campaign.
For Search Engine Marketing, Hispanic Americans generally have positive reactions to seeing the Spanish language and cultural expressions on the Web. Consider also that the cost of Spanish keywords is considerably less than short-tail English keywords.
Creating landing pages that appeal to Hispanic Americans requires attentiveness to cultural messages. Integrating the Spanish language is appreciated by the target audience. Latinos frequently reward quality content by sharing on social media, particularly if the message touches them.
Related articles you might like:
- Sizing Your Online Hispanic Market
- Creating Valuable Hispanic Consumer Profiles
- Be Operationally Ready to Support a Hispanic Online Initiative
ABOUT THE AUTHOR
Sebastian Aroca is an entrepreneur and a customer centric professional. He co-founded Hispanic Market Advisors, a company that offers Spanish SEO and English to Spanish translation services. Sebastian has over 10 years of professional experience managing regional customer programs and client acquisition strategies in the areas of sales and marketing communications, primarily for the U.S. Hispanic and Latin American & Caribbean markets.