9 Tips to Effectively Market to Hispanic Customers


9 Tips to Effectively Market to Hispanic Customers
Beth Worthy

Beth Worthy

1/28/2020

While a big chunk of the content on the internet is in English, there is still a significant amount of content in other languages. In fact, businesses looking to differentiate and reach new audiences should consider localizing their content. 

Spanish is one of the languages with a significant number of speakers who are active on the internet.  As a business, you will be doing yourself a disservice if you fail to localize your content for Spanish speakers using Spanish translation services.

Interested in expanding your reach to Hispanic audiences? Here are nine effective tips you can use today:

  1. Go Local
    Every marketer knows how hard it can be to create content that resonates with a foreign audience. Some information is best presented by native speakers of the language, in this case, someone with a Hispanic background.
    To reach Spanish speakers online with content that resonates with them, you can either work with a local marketer adept in using localization services who understands the community or take time to visit, learn, and possibly assimilate yourself into the culture.
  2. Translate Your Content
    Some people assume that every Hispanic-American is fluent in Spanish and understands English to some degree. However, it’s not strange to find Hispanics that can’t speak or read in English. Moreover, some Hispanics prefer content in Spanish even if they speak English.
    There are various agencies that offer Spanish-to-English translation services or conversely English-to-Spanish translation services. Hire these agencies to ensure your message reaches your target Hispanic audiences. 
  3. Understand Your Audience
    To most people, a Latino is Hispanic and a Hispanic is a Latino. However, this is not true. A Hispanic can be any Spanish speaking person, while a Latino is a person that comes from any Latin American country.
    With this understanding, you can appreciate just how broad the Hispanic audience can be if you are primarily doing online marketing. 
  4. Transcription and Captioning 
    If you can’t speak Spanish as a second language, then transcription and captioning should be your go-to solution. You can transcribe your audio and video into text that can be understood by Hispanic audiences across the world. Captions are especially important if you create video content for social media platforms as most videos are watched on silent.
  5. Don’t Generalize Experiences
    There are clear differences between Mexican Hispanics, European Hispanics, Argentinian Hispanics, Colombian Hispanics, Venezuelan Hispanics, and other Hispanic audiences. While it might be impossible to target each group individually, avoid lumping all of them into a group. Where you want to appeal to the Hispanic community as a whole, try and use formal ad copy that is devoid of nuances of a specific dialect or group.
  6. Use Local Faces
    If you are doing video and audio adverts using models, use those that appeal to a specific Hispanic group. Mexican Hispanics are different from Hispanics from other regions in the way they dress, talk, and physical attributes.
  7. Understand Generational Differences
    Older Hispanics often like to speak pure Spanish and tend to watch and listen to Hispanic content while younger Hispanics speak fluent English and watch popular western media. The best way to craft your marketing material will depend on the target age-group you are after.
  8. Avoid Stereotypes- Understand Hispanic Culture
    It’s easy to fall into the stereotyping rabbit hole when trying to appeal to a Hispanic audience. Common stereotypes are easily picked out by Hispanics and could have the opposite effect. To make your content work, be sure to understand your target audiences before including funny or cliché aspects of the community into your marketing.
  9. What Is Popular with Hispanics? 
    Identify specific platforms where there are sizable numbers of Hispanics. For instance, surveys show that Hispanics are among the most active on Facebook in the Americas. Find out where they meet and what appeals to them. From there, publish your content where the audience can see and engage with it.

Hispanics form a big percentage of the US population. Therefore, understanding how to market to this group is vital for every business looking to increase their customer base.

Handpicked Related Content:

English to Spanish Translation: How to Overcome Challenges 
Spanish Translation Service: 10 Criteria to Choose The Best
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Beth Worthy

Beth Worthy

Beth Worthy is the President of GMR Transcription Services, Inc an Orange County, California based company that has been providing accurate and affordable transcription services since 2004. She has enjoyed success at GMR for almost ten years now and has helped the company grow. Within two years of Beth managing GMR Transcription, it had doubled in sales and was named one of the OC Business Journal’s fastest-growing private companies. Outside of work, she likes spending time with her husband and two kids.