According to a Netcraft Web Server Survey, as of December 2009 there were 233,848,493 websites on the internet. That, of course, has already grown exponentially. Millions, if not tens of millions of these, are business sites attempting to capture customers from the fastest growing demographic in the country—Latinos in the US. How can a small or medium-sized business possibly compete successfully in Hispanic marketing against these odds?
Naturally, language is a fundamental issue. The more your site can communicate in the potential customer’s language, the easier it will be to move that customer to take action. You want both English and Spanish-language landing pages, for example. But that’s something your competitors in this market are probably aware of. It’s a threshold requirement—you have to have it—but by itself, it’s just not enough.
Getting your bilingual website recognized by the search engines
Using search engines is how buyers manage to navigate through the hundreds of millions of websites demanding their attention, so that they can find what they want. The real key to success in Hispanic marketing lies in getting search engines like Google, Bing, and Yahoo, as well as the less known ones, to actually prefer your website over the others. The design of your site and its content should be irresistible to those particular searches, within your product and market arenas. That way, when a potential Hispanic customer carries out a search, whether in Spanish or English, your bilingual site shows up at the top or as close to the top of the list of results as possible. That’s the one they’ll click on. That’s Hispanic search engine optimization.
Conversion funnel optimization for Hispanic marketing
From then on, the issue becomes conversion funnel optimization. You want your bilingual site to function as a reliable lead funnel for the opportunities the search engines send your way. You certainly don’t want to miss any of them. You’ve got their attention, now how do you move them to take action whether that is to complete a contact form, dial a 1-800 number or buy products and services?
It takes fully optimized bilingual content to create the kind of Hispanic marketing that quickly has them to buy. “Fully optimized” means that what you offer, in the way it’s presented on your website, is engaging and seamlessly driving customers to wanting to take action. Funnel optimization makes the most of the opportunities. The potential customer’s search is converted to a purchase. If you aren’t optimized in this way, your customers may not act, even if they do find you.
Search engine and funnel optimization require a partnership between what you have to offer as a business and the expertise that transforms your bilingual site so that it meets the criteria search engines mine for. Once this is solidly in place, you are in the game with the odds in your favor.
Related topic: Tracking and measuring results in your Hispanic marketing strategy
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