Hispanic marketing is an interesting subject worth discussing. I agree that very often marketers push agendas that suit their wants and needs rather than those of their aspiring or existing customers. Those that take the high road and put their initial efforts in trying to really understand who their customers are, and simultaneously, helping their customers understand who their own customers are, can eventually reap the benefits of cultivating long-lasting win-win business relationships.

After profiling their customers, it is important to develop content that not only informs but attracts them emotionally. For instance, if your client is a lawyer firm that offers medical negligence services, you may want to create an investment in the service at hand by making it something in higher demand psychologically. Video marketing and social media can help with this.

Developing content in English or Spanish?

the right mix of bilingual contentIn many cases, having content developed towards a Spanish speaking audience increases the potential number of customers and demonstrates that the small business is ready to address the reality of the current composition of society where English isn’t the only language. While this might seem like a small step, the correct creation and management of Spanish language website content makes a statement about the business’ willingness to interact with diverse customers and demonstrates a more personal connection rather than simply existing as a faceless business in the minds of customers.

It’s the right mix, stupid! 

Media buyers don’t put all their eggs in the same basket, they know better. Instead, they create the right mix of TV, radio, print and online. In the same way, Hispanic marketing professionals should be encouraged to create the right mix of English and Spanish content to tap into the entire spectrum of Hispanic consumers. What’s the right mix? Well, that’s for you and your customer to find out. My two cents worth is that it may vary depending on the geographical area where you do business, the type of industry you are in, and of course, the type of product and services you provide.

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Alternatively, you can contract an specialist who can help you narrow down this profiling to a level that you and your customers feel comfortable – so then, your investment is optimized and you’re reaching cost-effectively not only the more acculturated but also the less acculturated and the bilingual Hispanic consumers.
Latino Internet Use 2009

Related blogs:
* Look At Your Spanish Website Through The Customer’s Eyes
* How Can Your Website Compete Successfully in the Latino Market?
* Small Business Tip: How to Operate a Bilingual Site in the US

BuscaTuFranquicia.com, the only lead generation and advertising franchise portal for bilingual Hispanics and Latinos, today announced two new franchasing partners as the company is marking a strong momentum in the growth of its Spanish-language portal among the affluent Hispanic business community.

From May to June 2010, the number of pageviews has increased by 13%. During the same period, the number of visits has increased by 24% from 7,434 to 9,198, and the number of leads has also seen a boost by 43% to 522 (see graphic below).

This growth has been stunning!


To view the entire report with other statistics, please request it here.

These metrics show how effective a Spanish SEO campaign can be when done correctly. For a Spanish SEO campaign to be done correctly—and effectively—means finding the clients’ targeted audience wherever they are (qualified traffic) and persuasively invite them to interact with the clients’ portals in a way so that these web visitors can find the information they are looking for.

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Executing a comprehensive online strategy that allows bilingual Hispanics and Latinos to find the portal through various paths, marks the beginning of a successful Spanish SEO campaign. Those bilingual Hispanics looking for the right franchise in the United States cannot only find BuscaTuFranquicia.com by searching for a specific keywork in their preferred search engine (such as “franquicias en Estados Unidos”), but also while reading theme-based blog posts, watching industry-relevant videos, and interacting in social networks and business forums. The easier for these qualified web visitors to find BuscaTuFranquicia.com the better it is for all parties involved. This is called a win-win proposition!