Three Hispanic Marketing Fundamentals That Work

Reaching the Hispanic community demands more than just a one-size-fits-all approach to marketing. Although many may think this notion is Marketing 101, there are entire industries that prove otherwise as many have yet to begin dipping their dollars into the market.

If your company has even the slightest curiosity about reaching Hispanic consumers, you’re already ahead of the competition. Here are a few tips to help you move forward with a successful marketing campaign that can get you closer to your overall marketing goals.

Speak the Culture, Not the Language

One of the most important strategies to keep in mind pertains to the campaign message itself. You can have a campaign that’s extremely successful in getting your message in front of your intended audience, but if it doesn’t resonate with them, what’s the point? This can happen when businesses believe that marketing to Hispanics means simply translating the language of the message rather than the message itself. This is where transcreation comes to the rescue.

Understanding transcreation and how to reach the Hispanic market will allow you to see the importance of speaking the culture rather than simply translating your message. This idea is becoming increasingly evident with business owners across the country and they’re reacting accordingly.

Empower the Hispanic Consumer’s Voice

Whether we realize it or not, culture plays a key role in our lives… and usually on a daily basis. Keeping this in mind can make it easier to understand the need to develop a marketing strategy that includes the Hispanic voice. Doing so by correctly transcreating your marketing message can yield rewarding results, such as a profitable return on investment and long-term commitment from Hispanic audiences. 

In order for your message to resonate with your target demographic, content should address key aspects of the market segment. After all, they need to know they are valued and feel like they’re being spoken to directly and respectfully. While some companies do so, they don’t always see immediate returns on their investment and tend to abandon the audience. Big mistake. It’s important to know that maintaining cultural relevance within this market will help sustain brand loyalty in the long run.

Push the Personalized Experience

When it comes to marketing at the digital level, user experience and engagement on social media platforms can help establish and grow long-term consumer relationships. This can be accomplished by personalizing users’ online experiences with content that addresses their best interests. In a 2015 Google study about connecting with Hispanics online, respondents revealed that 88% of them pay attention to a brand that includes culturally relevant content in their message, and 41% feel more favorable about the brand for doing so.

A personalized experienced is important because there are various relatable factors that exist within the Hispanic population. For example, the age and level of acculturation within your audience will determine a strategic approach that may be different from another strategy based on other audience characteristics. 

Of course, going the route of the native tongue doesn’t hurt either. As noted in the Google study mentioned earlier, implementing an advertising campaign in both English and Spanish is welcomed by customers during the research stage of their purchase. This is because many of them, unsurprisingly, tend to do their reviews in both languages. Obviously, this can only help with efforts to better connect your brand with your target Hispanic audience.

So what steps should be taken to get you in the right direction? Make sure your marketing team is well informed about the latest research and consumer trends regarding the Hispanic population. Remember, there are many businesses vying for a piece of this market because of its impressive buying power, so it’s key to stay up to date. Also, remain committed and throw any preconceived notions about the demographic out the door. Lastly, this market segment should not be looked at as a short-term goal, but rather an investment that can eventually lead to a dedicated customer base.

While these strategies may seem simple on paper, it’s the execution that will determine the success of your marketing campaign. CultureSpan Marketing understands this along with the knowledge of the cultural nuances required for a successful marketing strategy. If we’ve inspired you to get started on the transcreated version of your next campaign, hit up Gabe Acuña at (915) 581-7900 or via email at gabe.acuna@culturespanmarketing.com. Let’s take your campaign to the next level, shall we?