Author, “Eat What You Kill,” CEO of Williams Accounting & Consulting, and Suivant Consulting
Successful business owners understand the importance of marketing. For many companies, good marketing strategies can mean the difference between struggling to make ends meet and thriving. It’s not enough, however, to just throw money into a marketing budget in order to run ads on television, radio and online. You need to have a comprehensive marketing strategy in order to get the results you’re looking for.
For many businesses this means having to market directly to key consumers, so even when Hispanic Heritage Month ends, it’s important to understand the power of such an influential consumer base. It should be a focus throughout the year — well after the holiday has passed.
With the Hispanic community in America making up nearly 20% of the total population and having an annual purchasing power of over $1.5 trillion, they’re undoubtedly a powerhouse community. However, marketing to this group requires a lot more than just translating your current marketing materials into Spanish.
Tailor your efforts based on unique Hispanic regions.
The Hispanic community is made up of millions of people from multiple different countries. The cultures and traditions of those who have a Mexican heritage are going to be very different from those who have backgrounds in the Caribbean. There are more than 20 different Spanish-speaking countries in the world, each of which are represented in America. Make sure you know if your target audience comes primarily from one region, and if so, tailor your marketing efforts to them.
This can be done by tapping into colloquial language and involving their unique customs and heritage. The important thing is that your marketing efforts are meeting your potential customers where they are, so they feel more connected to your business.
Continue to use traditional marketing strategies.
When marketing to Hispanic consumers, some companies make the mistake of focusing all of their efforts on the language and cultural side of things and ignoring proven marketing strategies. Make sure you’re following proven marketing strategies while targeting the Hispanic audience. These include:
• Generational Marketing: There are some big differences between the generations within the Hispanic community. Make sure you’re tailoring your marketing efforts based on generation to get the best results.
• Targeting Desired Audiences: What type of products or services do you offer? Make sure that your marketing is targeting an audience that will most likely want to buy what you’re selling. Digital marketing can be extremely precise in its audience targeting, so make sure to take advantage of this technology.
• Where To Market: Find out where to best display your marketing materials to reach the desired audience. For example, research has shown that Hispanics access the Internet more from mobile devices than traditional computers when compared to other groups. With this in mind, make sure that all of your advertising material is mobile-friendly.
• Using Multiple Target Demographics: Targeting Hispanic consumers is a good start, but it’s almost always possible to narrow down the audience even further. For example, tailoring some ads to middle-class Hispanics rather than just Hispanics, in general, can be very effective.
Take advantage of Hispanic talent in your marketing.
Whether you’re making a television commercial, radio ad or publishing an article on a blog for your website, make sure you’re working with Hispanic talent. Few things will help you to attract customers from this culture better than harnessing their talents in these ways. Partnering with individuals in the Hispanic community to help tell the story of your company will help create authenticity and can send a powerful message.
Bring Hispanic culture into your marketing efforts.
There are few groups in the world who take more pride in their history and culture than the Hispanic community. If you’re able to bring elements of the Hispanic culture into your marketing, you’ll likely find that it’s very successful. There are many different ways that this can be done beyond just using the Spanish language. For example, you can use one flag of Hispanic countries, incorporate cultural music and add in imagery from Spanish-speaking countries. The more you can do to tie your brand to the beautiful Hispanic culture, the more successful your marketing can be.
Be ready to serve Spanish-speaking customers.
If you’re marketing specifically to Hispanic consumers, you need to make sure you are ready to serve them throughout their journey as a customer. If, for example, you begin running advertisements in Spanish, but you don’t have any Spanish-speaking employees, you will be setting this community up for disappointment.
Millions of Hispanics in the United States either speak Spanish exclusively or are more comfortable with Spanish. If you’re unable to communicate effectively with these customers, your marketing efforts could actually do more harm than good.
Understand that authenticity is essential.
One last thing to keep in mind when developing a marketing strategy for Hispanic consumers is that you need to remain authentic. You don’t want your marketing efforts to come off as pandering, or worse, condescending to this community. Establishing an authentic connection with the Hispanic community must be done in an honest and respectful way.
While everyone knows that businesses market to various communities in order to increase their sales, it should also be done with the hope of building relationships with the community. Whether you run a local mom-and-pop shop in one area or you operate a national chain of stores, keep your marketing efforts authentic not only to the Hispanic community but to your own traditions as well.