Studies show that not only is the Spanish speaking market growing, but marketing in Spanish isn’t as simple as hiring a translator. Your company’s Spanish marketing plan needs to be as culturally aware as it is grammatically correct.
As the Hispanic market grows in both size and spending power, it’s natural for businesses to want to expand their customer base to be more inclusive. Welcoming diversity to your customer base also shows the power of your product.
In order to develop a plan to include the growing Spanish-speaking market, follow these three tips.
1. Follow Trends
With most consumers watching nearly an hour a day of video on social media, Spanish-speaking mobile users average slightly more with over 8 hours a week. That’s a whole lot of 10 to 60-second Instagram boomerangs and Snapchats.
Finding a way to cleverly fit into that screen time will yield the results you’re looking for. Study other campaigns to strategize tactics to make your content go viral.
The top Hispanic channels on YouTube are constantly growing in subscribers and viewership. Universal has even created a Latino-centric channel on YouTube. They offer content and clips in Spanish as well as contests and promotional materials to target the Spanish-speaking audience.
Look at what products other companies are offering to download services. The design of Locopelis follows other sites but strongly asserts, in Spanish, “Locopelis descargar peliculas completas“.
2. Offer Options
Simply translating your existing campaigns into Spanish isn’t enough for a Hispanic audience. With Spanish-speakers coming from South America, Mexico, Puerto Rico, Spain and more, you can’t reach everyone with just a linguistic swap.
Google’s tracking of searches shows that Spanish-speaking users will often search in English or with a mix of Spanish and English terms. This means that your Spanish marketing needs to engage different ways that your audience consumes media.
If you can offer options on your site, app or product space to choose a language, you’ll find your audience more dedicated. Think about making every campaign bilingual and track what kinds of results you end up with.
3. Go Beyond Language
With the wide variety of Spanish speakers coming from different backgrounds, language is perhaps the only thing your markets will have in common. Think about the social or familial narratives that your customers will have.
A Puerto Rican audience is one that includes two full generations of American citizenship. The narrative of how they get to their product is different than Mexican-Americans, who tend to live more on the west coast and southwest regions.
Targeting people who come to the US from Spain is entirely different. They bring European sensibilities and will likely be from a higher income bracket.
Use actors, musicians, and artists who come from the regions you’re targeting. Don’t generalize or make assumptions and you’ll be far ahead of most companies.
Spanish Marketing Takes Time
Don’t expect your Spanish-speaking customer base to flood your site or stores because you added translation capabilities. Listen to the audience that you’re targeting. Hold some feedback sessions in exchange for your product and be willing to take criticism.
Allow this data to drive your content. For more information on how data can lead you in the right direction, read our list of helpful tips.
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