Now is a great time to begin marketing to Hispanics online. Google, which has tons of demographic information related to online searches and usage reported that Hispanics react well to online ads. According to Google, 66% of U.S. Hispanics say they pay attention to online ads—almost 20 percentage points more than the general online population.
Mobile advertising is also a great way to reach Hispanics online as well. A report by BIA/Kelsey’s Consumer Commerce Monitor™ study found that “Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping. In addition, Sixty-one percent of Hispanic consumers and 69 percent of non-Hispanics reported they “mostly use search engines” on a tablet or smartphone for local shopping”.
If you are trying to reach Hispanics whose primary language is Spanish, you should make sure that you have a Spanish language version of your website. This could be a different domain or a sub-domain within your existing website. You will need a human translator to translate your marketing materials to Spanish. In some instances, it may be better to write your copy from scratch in Spanish so that you can connect using the psychology and cultural preferences of Hispanic shoppers. This is best handled by people who understand the culture. Working with a marketing agency that specializes in the Hispanic / Latino market is the best way to get started on this. Translations aren’t enough – you need to know what areas of the US Hispanics live, which areas have people from which Latin American country. Hispanics are diverse and come from many different countries within Latin America.
Use PPC and Mobile Ads
According to recent research by Google, “U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption.” Google has a great tool to create Pay Per Click ads in Spanish. You can adjust the settings in your Adwords account to target Spanish speakers. Working with a Spanish language copywriter can also help you target ads the correct way.
Create an All Spanish Website
You can create a new website entirely in Spanish or have a sub-domain of your existing website in Spanish. Make sure you use hire a Spanish copywriter or an actual translator to translate your existing marketing materials to Spanish. Relying on a translation application is not a good idea when writing sales copy online. A native Spanish speaker should be involved in writing content for your site.
Social Media Posts in Spanish
Hispanics love social media, especially Facebook. For instance if you want to create an Ad on Facebook, you can select certain settings that will alow you to target Spanish speaking users of the site, bilingual or Hispanics who primarily speak English. Hispanics are also on Instagram, Twitter, Linkedin and many other social networks (like everyone else).
Blogging in Spanish
Creating blog posts in Spanish will allow you to showcase your company in more depth, using a language that your audience can easily relate to. Spanish content marketing through blogs should be part of your SEO strategy especially if you have an all Spanish language website.
1 Google Data, Auto, Telecommunications, Entertainment, Food, Pharmaceutical, Beauty, January 2011–December 2014.
About the Author:
Alma Abreu writes about content marketing, Latino marketing and social media. She helps businesses with content marketing and social media campaigns in both English and Spanish.