The financial incentive for Small and Mid-Sized biz to connect with the Hispanic demographic is obvious.
In the United States, Latino’s financial clout is tremendous with a purchasing power of 1.2 Trillion USD according to Advertising Age. That’s larger than most countries GNP and population growth and migration trends all point upward. Small businesses owned by English speakers they will need to connect with Spanish speaking customers to grow their businesses.
Buying Criteria:
Fortunately, The Spanish consumer generally has the same buying criteria as your English speaking customers; Hispanics demand quality products and services at a fair price… plus ….they want to feel appreciated. Part of showing appreciation is their expectation to learn about your business in their native language with a deference to and acknowledgement of Latino culture. Remember that Latinos are diversified with many countries of origin and so you may want to be specific in that regards. “Gente” from Mexico have a different cultural background and preferences from native Puerto Ricans, for example and so you should have knowledge of the hispanic demographics in your market when tailoring your message. Should you be fearful of alienating English speakers when your marketing addresses another audience segment? Not at all, U.S. Consumers expect a spirit of inclusiveness from our businesses which means welcoming customers from all backgrounds and by now realize that their purchasing options are likely to be expanded. Diversity is truly a Win/Win for everyone.
Digital Media:
First of all, Latinos are enthusiastic users of social media and search engines with a preference for handheld devices like tablets and Smartphones, according to Google’s research. Additionally, In Latino families, the women are responsible for most of the buying decisions according to research presented by Google. Younger people are bilingual, comfortable in English or Spanish while older people prefer “to do business” in their native tongue.
When advising clients trying to broaden their customer base to Spanish speakers I usually make the following recommendations based on the research I’ve seen.
Recommendations:
- I encourage clients to create a page on their website which outlines their basic value proposition in Español and place a navigation button which says ” Ver en Español” or similar.
- Convert their website to a Responsive design which recognizes users viewing on a mobile phone or tablet and re-arranges.
- Target the look and feel of their online content to a female audience who has higher expectations for visual appeal and “value”. Visual appeal can mean the choice of colors, quality of the images, sense of fashion with value relating to the quality/price relationship.
- Emphasize reviews and social consensus using Social Media.
- Emphasize the beneficial effect on the family, social standing, enjoyment and quality of life when “painting the picture” in your promotional material.
- Consider Spanish language directories like YaSabe for natural online exposure.
TaylorTown SEO has the ability and expertise to integrate strategies feared to a Latino market within the framework of your existing online media. We have native Spanish speakers as content providers and graphic designers who understand the buying requirements of the nations fastest growing demographic and purchasing powerhouse; Hispanic Consumers.
Watch this Video from Google on best practices marketing to Hispanics.
