Although the Latino market has accounted for more than half the U.S. population growth from 2000-2010, and in many industries such as the automotive, sales to Hispanics are outpacing the market, still many organizations don’t succeed at penetrating the Latino market because they don’t take the time to develop a comprehensive, data-driven, results-oriented Latino marketing strategy. Here’s a checklist with five (5) questions you may want to ask yourself if you’re serious about targeting the Latino market in 2016:
1. Is your business located in a metropolitan area with high concentration of Hispanics?
If yes, how is the demographic composition of Latinos in your state or city? Refer to Pew Hispanic Center and other nonpartisan research organizations to improve your understanding of the U.S. Hispanic population and to learn Hispanic Trends.
2. Is your business operationally ready to support both English- and Spanish-language customer requests?
If not, you should definitely be on with it, even before allocating any marketing dollars to your promotional campaigns.
3. Does your website offer visitors content accessible in both languages?
If not, consider translating or trans-creating your website to Spanish to capture the entire spectrum of Latinos living in the U.S. If your target market doesn’t include Spanish-reliant and/or less acculturated U.S. Hispanics, your English-language pages may be sufficed.
4. How is your current lead generation process like?
Today’s lead generation process needs to be far more precise and employ efficient ways that are both user friendly and search engine friendly. If your website doesn’t walk the web visitor from start to finish in the same language, it should.
5. Is your business tracking online form submissions and incoming calls per language?
Get On It!
That way you can track and measure results originated from each channel, get call email and text alerts routed to different agents, and respond to leads request faster and more effectively.
U.S. Hispanics are ahead of the curve when it comes to digital. The ultimate question is, are you on board to find the places where Hispanics drive growth and do what it takes to be effective in your Latino marketing activities?