A small business owner does not have small dreams or small goals, even though he or she may have a small budget for outreach and marketing. Hispanics are part of a rich culture. How would you like to expand your business into your Hispanic community, and cultivate your Hispanic clientele organically, forming lasting relationships with your Hispanic customers?
At the risk of stating the obvious, the first step towards reaching out to Hispanic customers is to identify and familiarize yourself with this client base as it relates to your business. All of mankind is most comfortable in familiar surroundings. Do more than simply translate your English website into Spanish. Create a website that is as comfortable to Latinos as their own home, their own community. As a business owner, you would not conduct business with an organization that you do not trust. Appreciate that the same holds true for your customers, and create an atmosphere of warmth and trust throughout your corporate culture.
Second, ensure that your website is relevant and accessible to your market. No one founds his own business with short-term goals. Growing your business requires that you take the time to cultivate a long-term relationship with your Hispanic customers. This slow, organic growth of your loyal client base is far more profitable for you and for your business than the one-time impulse shopper. Learn about your customers’ needs, preferences, and purchasing trends so that you can strategically situate your company’s information where they are most likely to find it, and find it often.
And finally, as important as your web presence is to the success of your business, never forget that your customers are people. You cannot hide behind a computer screen if you want to organically cultivate long-term relationships with your Hispanic customers. It is human nature to want to put a face with a name. Politicians know this, sales people know this, and successful small and medium sized business owners know this. Time invested in building off-line bridges within the Hispanic community is time well spent. Not only will it give you a greater understanding of your customers; it will ensure that your business is the first thing that comes to mind when they want to research a product, purchase a service, or simply ask a question. Invite your customers and potential customers to make your website their home where they can chat with you or other customers, seek and offer advice, and find promotions on the products they need from a business they trust.