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Home » Our Blog » Tips for growing e-commerce with US Hispanics

Tips for growing e-commerce with US Hispanics

November 19, 2011 by Hispanic Market Advisors® Leave a Comment

e-commerce with US HispanicsDemographic-specific marketing for e-commerce in the United States is unlike that found anywhere else in the world. Our mixing pot mentality and open-door immigration policy have made us a conglomerated country of cultures, languages, and people. As a provider of products or services to the Hispanic market, you may be well aware of the unique opportunities that are available to those savvy enough to tap into the potential spending power of Spanish- and English-speaking US Hispanics.

Before you can begin to expand your sales to US Hispanics, you need to effectively quantify the number of people in that demographic you are currently selling to (sizing your online Hispanic market). This will give you a starting point with which to determine the effectiveness of your new marketing strategies. There are a number of ways to do this:

– Coupons: If you have issued Spanish-language coupons or other offers, the number of them that were redeemed is a good indicator of your base market penetration.

– Correspondence: You may offer your customers a newsletter or different form of paper or digital information. If you have made available a Spanish version, the number of requests for that version is also a great way to begin viewing the number of your current US Hispanic clientele.

– Records: Some customers may already be purchasing your products or services. Check your credit card statistics, your email payments, and customer profile language preferences, if any. The ratio of Spanish-to-English records will provide you with a good figure for calculating comparable ratios in the future.

Being operationally ready to support Hispanic consumers

One of the best ways to increase your e-commerce sales within the US Hispanic market is to make sure you have an adequate amount of Spanish-speaking employees (preferably bilingual). Remember: the ability to speak Spanish is different than the ability to read and write it. If you currently have no one in your employ that is fluent in speaking, reading, and writing Spanish, then your ability to take advantage of this huge market is severely limited.

If you cannot communicate with your US Hispanic market in a language that is most comfortable for them, you may find yourself struggling to maintain your current Spanish-speaking customers. This will make it increasingly difficult to increase the amount of sales activity you conduct with that particular demographic. Ensuring you have staff that can offer sales, customer, and technical support in Spanish is the most important way to welcome US Hispanics to your e-commerce marketplace.

After making sure you can communicate and provide an exceptional level of service in English and Spanish, the next step is to make your customers aware. When a customer visits your website, they should quickly be able to see that Spanish-language support is available, and need to also have the ability to access that service or information easily. Browser pop-up windows have proved an effective method of letting the customer know Spanish support is available. Sometimes, it can be as easy as putting a link or a graphic in an obvious area of your page.

Adopting privacy and security policies that protects the buyer

Once your US Hispanic customers know you are there to help them, and have taken the extra effort to offer services and support in Spanish as well as English, you will need to assure them of the security of their information online. In the United States, internet security is stronger than that in some other countries, but doubt and mistrust of the electronic system still abides in the US Hispanic market – among others. Posting information about your company’s privacy and security practices will help to allay the apprehension some potential customers may feel about conducting business, financial, and other transactions online. The goal is to increase your e-commerce sales figures, remember. If your customer base is not confident in your ability to protect their information, the chances of them providing that information to you to purchase a product or service are not very high.

There are an unfortunately low number of methods for low-cost or even free market expansion to US Hispanics. For almost no capital expense, it is possible to grow any intended demographics market base with your company. With a few simple steps and a couple of quick changes to marketing and advertising materials or customer correspondence, you will arm yourself with the tools required to watch your numbers grow.

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Following metrics very closely, delivering Top Ranking, and working with the key players in the industry.

Following metrics very closely – “Some deliver empty promises, we deliver trackable results.” Among the first questions we ask our potential clients are: do you have Google Analytics set up? What about Google and Bing Webmaster Tools? And what about tracking your calls and analyzing user behavior? If you don’t have these tools set up, don’t feel bad. Most don’t.

We will help you set up the right “lean” metrics (they vary depending on the business). Then, as we go, we will track the impact of all of our efforts. After all, your marketing dollars are not unlimited, and we know that. As your business receives more qualified web traffic, leads, and sales, we all win.

Delivering Top Rankings – We will track all relevant keywords and send you monthly ranking reports. SEO involves also tracking number of visits and building a balanced link profile. PPC involves tracking pageviews, clicks and conversions. CRO involves tracking calls and user behavior to optimize the lead funnel and maximize leads and sales. Numbers don’t lie and we will make them all visible to you. Set up an initial consultation.

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:: WE PROVIDE

Personalized customer support, a principing structure that fits your wallet, and innovative and effective ways to promote our clients.

Personalized customer support – We feel proud of the personalized support we offer to our clients. Since we are a boutique niche market agency, you will most likely deal with the owner, Sebastian Aroca, and one account manager or specialist. Most of our team works in the backend (even when you sleep) to make sure that everything flows in the most optimized way possible. We persist until we get things done!

A pricing structure that fits your wallet – We realize that customers also come in different sizes. Thus, after our initial consultation, in most cases, we will send you a proposal with three different levels (conservative, moderate, and aggressive) so you can choose the intensity of our marketing efforts. Most of our customers start with a conservative or moderate approach and upgrade to a higher level once they start seeing results. We tend to like that too, so trust and confidence is built in stages. Set up an initial consultation.

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With an excellent Past Performance Evaluation (PPE) score of 94 to current and prospective customers, Hispanic Market Advisors℠ is certified by Open Ratings (a Dun & Bradstreet company) as a Top 20% Performer. Why Hispanic Market Advisors℠

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:: WE CARE ABOUT

Assembling our teams according to your needs, treating your business as ours, and keeping our 100% customer retention rate.

Assembling our teams according to your needs – As an integral, fast growing company in the Hispanic marketing field, Hispanic Market Advisors ℠ integrates four forward edge virtual teams (Search, Language, Content, Social) led by Sebastian Aroca, each one of those teams providing results oriented services designed to help you achieve success in the prospering online Hispanic market.

Our main office is in Miami, FL (Midtown area), and we assemble specific teams depending on our clients’ needs and budget. Learn more.

Treating your business as ours – We will act as an extension of your own team. We will study your customers and help you create customer profiles. We will also help you with client acquisition strategies that will help grow your business. As you grow and expand your business, we grow alongside you.

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With an excellent Past Performance Evaluation (PPE) score of 94 to current and prospective customers, Hispanic Market Advisors ℠ is certified by Open Ratings (a Dun & Bradstreet company) as a Top 20% Performer.

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A Premium Translation service, search engine marketing services and tons of unique and original bilingual content.

A premium translation service – There is nothing more inviting to a potential consumer than to be addressed in his or her own language. Taking the time to provide this service shows respect for culture as well as a willingness to engage that the consumer will likely attribute to the rest of your business. In short, your goodwill with that customer starts off on the right foot.

Obviously, the website will also be much easier for them to read. For serious business owners and marketers that care about their brand, we strongly recommend professional translations over automatic free translations like Google Translate. Learn more.

Hispanic search engine marketing services SEO, PPC) While your PPC campaign efforts can result in instant benefits; your organic SEO when done effectively can help you rank higher over a longer period of time. Striking the right balance is the challenge and what most marketers strive for! Check this page and let’s discuss and build together an integrated Hispanic marketing strategy that works for you.

Tons of unique and original bilingual content – Creating a bilingual website is possible even if you do not know the language in which you would like to translate.

Cultural heritage plays an important part in the lives of Hispanics. Foods are especially influential. Traditions and holidays are influential. The culture is relational, and it’s important to consider that special events are priorities. Content should capture the heart of the topic, whether it’s focused on a product or an event.

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