I know what you are thinking, but before you tell us that your brand or service don’t need to engage the Hispanic Market let me give you some numbers.
Google recently surveyed a select panel of senior-level marketers to see if the U.S. Hispanic audience was on their roadmaps. They clearly recognized the opportunity: Most saw 11—25% of their company’s growth coming from this demographic in the next three to five years. Still, most brands didn’t have a marketing strategy for this audience, and most agencies were advising clients to invest in reaching them either “somewhat” or “not at all.”
So if you think that you will reach the Spanish speakers translating the website into Spanish, I will say it’s fine, but Hispanic in U.S speaks English too.
You will get closer following those steps;
Share values. Make your brand more ¨human” is always a good advice. But talking about Spanish people, show that your brand understands the values is important. If you get a post with family, music or food insights, or and moments you will reaching that part of your audience. #HispanicHeritageMonth
Celebrate Hispanic holidays. Even when the calendar can be big, showing knowledge about ¨5 de Mayo¨not only will show some respect for those countries, you will generate sympathy with people with Hispanic culture.
Conversa! Generate conversation about what they consume. Let me told that talk about sport in football season, definite will make engage football fans. Some other spots can be taken to as an example.
Don’t Translate, transcreate. People from South America speak Spanish, but, no matter of what country you are, you will have some different expressions and words that make you geo different from other Spanish speaking countries. And in my own experience, you Hispanic audience will notice this really fast if you don’t have an expert help.
Google also says that Hispanic in U.S lead in adoption of new devices. They are power users of mobile and over-index in video consumption. They are a really connected culture. If your brand or service is ready to grow you will need to adapt you to this new Latin generation that is online, and if you can reach them with proud content, you will have a loyal audience.
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