From September 15th to October 15th, our nation celebrates the generations of Hispanics who have positively influenced and enriched our society.
It’s Hispanic Heritage Month, and a splendid opportunity for smart and innovative brands to learn more about the Hispanic community and join the celebration without sounding cocky. As done every year, Spanish SEO provider Hispanic Market Advisors® shares some tips for brands and organizations (private and public) to join the Hispanic Heritage Month Celebration (September 15th to October 15th) with activities that may build and expand multicultural connections and deepens awareness of the cultural sensitivities of the Hispanic community.
There’s a lot more to the Hispanic culture than knowing how to sing Despacito, so with the purpose of helping brands to deepen connections with Hispanic-Americans, we wanted to take a Momentito to list ten ways in which you and your company could celebrate and honor Hispanic heritage.
Sebastian Aroca, Managing Partner with Hispanic Market Advisors®, reminds brands that, “it’s important to avoid misguided marketing campaigns aimed at Latinos while honoring the Hispanic Heritage Month. When done incorrectly or with insensitivity, it can turn up your brand rather infamous with the Latino audience,” added Aroca.
Some Latinos, like Julio Ricardo Varela, founder of the website Latino Rebels, refer to this phenomena as the Hispandering Heritage Month.
Here are ten executing ideas you may consider implementing during the 30-day period, starting on September 15:
1. Acknowledge your Hispanic employees for their contributions
It is important to recognize the contributions that come by employees from different cultures and backgrounds.
The U.S. Army, for instance, recognizes the achievements and contributions of Hispanic Americans by celebrating the many different cultures that make up American society.
Hispanic Americans have not hesitated to defend and show their allegiance to this nation in many ways, but especially through military service. The Army and the U.S. draw strength from the diversity that makes up America’s melting pot.
2. Integrate diversity into your business and promote cross-cultural comprehension
By honoring and taking into account all the unique traditions that characterize Hispanics, this sends a strong message that your organization cares. However, to integrate diversity into your business in a way that promotes cross-cultural comprehension, it requires knowledge of culture, buying habits, and preferred methods of communication. As Blanca Villagrana from the Center for Hispanic Marketing Communication at FSU wrote a few years ago on a blog post that still applies today named “Hispanic Heritage Month: A Growing Number of Marketers Joined the Celebration”, those who show an understanding of Hispanic consumers are more likely to attract this valuable and growing market.
3. Create a Scholarship and Encourage Hispanic and Latino Students to Apply
We are citing two samples from existing clients who are one way or another facilitating efforts to increase the enrollment of Hispanics in postsecondary education:
- AbogadosDeAccidentesAhora.com announced they have launched a student scholarship opportunity and are now accepting applications through this online form on their website. Abogados de Accidentes Ahora is offering a $5,000 scholarship to one student in higher-education currently enrolled in a US-based college, university, or other recognized higher education institution—or planning to attend college or graduate school in 2023. Hispanic and Latino students are encouraged to apply before 5:00 pm on December 31, 2022.
- Debt.com offers in every quarter a scholarship for all those students who have Spanish-language writing skills. Debt.com welcomes international students to apply on their website https://www.debt.com/es/nuestra-historia/becas-de-estudio/, as well as non-residents/non-us citizens.
4. Join Hispanic Organizations and Minority Business Programs
Becoming a corporate partner with the U.S. Hispanic Chamber of Commerce and/or the Latin American Chamber of Commerce (LACC), sponsoring one local Latino event or workshop, or joining a Minority Business program such as DiversityFran (formerly known as the MinorityFran program) can be all magnificent ideas.
Some franchises, in consultation with Hispanic Market Advisors, are growing emerging markets thru Latino initiatives in local communities by proactively recruiting into their franchise system Latino entrepreneurs who want to start their own business. According to Sebastian Aroca, “Franchise Ownership by Hispanic Americans Will Continue To Grow.”
5. Establish strategic partnerships with Multicultural Agencies
Hispanic buying power accounted for 11.1% of U.S. buying power in 2020, up from only 5% in 1990, and almost every brand and business owner wants to tap into this purchasing power; however, connecting effectively and emphatically with the Hispanic market requires cultural knowledge and a serious commitment. Working with multicultural and ethnic agencies with language and cross-cultural skills and unique capabilities, brands can be more competitive and differentiate themselves by complementing their internal multicultural teams and gaining access and additional benefits. In sum, partnering with a Hispanic Marketing or Multicultural Agency can help support specific Hispanic initiatives targeting the Hispanic consumer who now represent a $2 trillion-dollar purchasing power block.
6. Source MBE Suppliers and Vendors
Working with Minority Business Enterprises (MBEs) can have both intangible and economical benefits. Large corporations are sourcing MBE suppliers and service providers to maintain supplier diversity in order to have the opportunity to win government contracts that require companies to maintain a certain level of spend with minorities. May your corporation benefit from maintaining supplier diversity compliance and gaining a government contract or purchase order, consider contacting the National Minority Supplier Development Council (NMSDC). The NMSDC is the global leader in advancing business opportunities for certified MBEs and connecting them with Corporate Members.
7. Create Microsites and Unique Content in honor of the Hispanic Heritage Month
Building rich content and educational resources communicates your commitment with the Hispanic community. Consolidated Credit, for instance, launched CelebrandoLaHispanidad.com as part of Hispanic Heritage month (Sept 15 thru Oct 15). The website contains financial tools, articles, informational brochures and videos geared towards aiding Latino families in their quest for financial health and the natural accumulation of savings.
8. Bilingual Press Release Distribution in honor of the Hispanic Heritage Month
Sending a bilingual press release announcing that your company is joining the Hispanic Heritage Month celebration (mention list of activities) is always a great start. You can also be more creative and launch a Latino initiative during the 30-day period. You may be featured in some blogs and news items, as editors “hunt” for great samples of Hispanic programs and executing ideas being implemented by brands. Should you need assistance not only with wire distribution but also with development (writing) and translation, consider this service by Hispanic Market Advisors in partnership with Latinx Newswire.
You may want to encourage your Diversity Program Manager or Public Relations Director to consider also:
- Creating a YouTube, TikTok, or Instagram Live to discuss the Hispanic culture with your audience—engaging with them starts with listening to what they have to say!
- Educating the general population about certain terms emerged in recent years such as Latinx – refer to “A Quick Breakdown Of The Difference Between Hispanic, Latino And Latinx“
- Contributing a unique article or guest post to an online publication relevant to your business. View this sample of Alejandro Badia, MD, FACS as a frequent contributor to ElInformador.us [ESP]
9. Matching your Brand with Top Latino Celebrities and Trend-Setters
Many brands have designated budgets to reach Hispanic consumers through endorsements. Be Flawless Skin, for instance, has partnered with Chiquis Rivera. Insurance Pro Florida has recently announced that is working with Tony Vega, a well-known Puerto Rican salsa singer.
10. Advertise in Local Hispanic Newspapers
Many brands decide to advertise in local newspapers to reach Latinos in their local communities. For instance, you may want to consider El Informador for reaching Latinos in North Carolina and South Carolina, just as one example.
In conclusion, as corporations of all types and sizes design programs to connect with the Hispanic market, it is necessary to honor the cultural heritage of Hispanic-Americans not only during this month but beyond by recognizing their aspirations and celebrating their successes all throughout the year.
As a market’s dominant population group continues to change and evolve, you should position your business to be ready to naturally exploit all economic opportunities within your diversified market segments. This however, requires knowledge of customers’ culture, buying habits and preferred methods of communication. Because of increased competition, it is a natural conclusion that all markets eventually become saturated which makes it difficult for even established companies to grow. However, growth opportunities will always exist for those organizations who are prepared with multicultural connections. The Hispanic Heritage Month celebration can be a great platform to kick off or expand those efforts.
A Note on Terminology
The terms “Latino” and “Hispanic” are used interchangeably in this press release.
“Latinx” is not a typo. Yes, Latinx is, in fact, a word, a gender-neutral neologism, sometimes used instead of Latino or Latina, and even Latin@, to refer to people of Latin American cultural or racial identity in the United States. The ⟨-x⟩ suffix replaces the standard ⟨-o/-a⟩ ending of nouns and adjectives, typical of grammatical gender in Spanish. Its plural is Latinxs.
About Hispanic Market Advisors®
Hispanic Market Advisors® is a boutique company focused on connecting brands with Hispanic consumers digitally, through various Hispanic marketing strategies that are aiding companies of all sizes to reap the growth of the Latin American and US Hispanic market.
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