THREE EASY WAYS TO IMPROVE YOUR HISPANIC CONTENT MARKETING STRATEGY
Every savvy marketer knows about the growth and power of the Hispanic market. However, it’s still underserved and many industries lack the funding, knowledge and strategy to pique the interest of this demographic.
If your existing content strategy includes targeting the Hispanic community but you’re not reaching your business goals, then you’ve stumbled across the right corner of the internet.
In this article, we’ll discuss details regarding Hispanic content marketing strategies and how they can be improved by applying a few simple steps.
If you need a refresher on the demographic itself, here are a few points to keep in mind:
- As of 2015, there are 57 million Hispanics living in the United States with a projected grow of up to 119 million by 2060 (29% of all U.S. population)
- According to the Selig Center for Economic Growth, Hispanic buying power reached
$1.3 trillion in 2015 and will continue to grow to $1.7 trillion by 2020 - Hispanics are the largest consumer group that is online and are more digitally connected. They are also early tech adopters who consume more video than others.
These facts show us that this population is growing rapidly, constantly online and, most importantly, ready to spend. So what gives when it comes to reaching them?
Marketing to the Hispanic consumer has been difficult for brands because of their “one size fits all” marketing approach. If your business wants to be successful at attaining the loyalty of the Hispanic consumer, you must be personal and authentic. It also helps to customize your marketing strategy to fit the online behavioral trends of Hispanics and speak to their “buyers persona”.
So where do you start? Here are some suggestions that can be utilized to improve efforts in regard to reaching this valued consumer.
Interruptive Paid Advertisements
Most young Hispanic consumers have disconnected from cable television, which has traditionally been the space for most brand advertising. This growing population of “cable cutters” (people who stop using traditional cable) has turned to on-demand, ad-free content via platforms such as Netflix. The inclusion of ad blockers aren’t much help either, as they’ve allowed consumers to block ads that interrupt their user experience.
One way to overcome this marketing obstacle is by creating content that provides thought leadership marketing. Thought leadership marketing is a philosophy that believes in providing consumers with information that is genuine and not self-promoting. Incorporating this approach allows you to be a part of the buyer’s journey while earning the trust of your audience at the same time.
Consumers are constantly looking for answers to their questions. As such, integrating a thought leadership philosophy in your content strategy can help position your brand as a trusted leader
of your industry.
Spanish Only Content
Producing content in Spanish, English or both is one of the factors that’s affecting your strategy and preventing it from reaching its full potential. Ultimately, your users’ language preference must align with your business objectives and vice versa. Compare your current strategy with your analytics to find out if your data is shifting towards Spanish, English or both.
When developing your narrative with the Hispanic consumer, always remember to be culturally relevant yet sensitive when you address their needs. Consistency is key. Your strategy may even benefit from our transcreation process to help improve your content and messaging efforts.
Bringing it All Together
An organized approach never hurts. Schedule your content using an editorial calendar and maintain a consistent frequency to impact the amount of qualified leads you receive. This will help you build traffic and retain readers while fostering a genuine connection with your audience.
In Conclusion
It may seem daunting at times but connecting with the Hispanic consumer is definitely an attainable goal. Using a total market strategy may work for some brands but to really build trust and loyalty, reach Hispanics by connecting with them culturally. If you’re stuck trying to understand where to get started or how to improve your current content strategy, reach out to us.
CultureSpan Marketing has spent the past 36+ years developing campaigns that have produced trusted consumer relationships. As a result, we’ve come to understand the complexity of properly delivering brand messages.
Call Gabe Acuña at (915) 581-7900 or shoot an email to gabe.acuna@culturespanmarketing.com to learn more about how CultureSpan can help you tap the potential of the Hispanic market.