Content is the king, we have all heard of it. You pick the right words and language and communicate your message but your content is still not resonating with the audience.
If you are confused about why your content campaign is falling short, you are not alone.
Three years ago, when I started marketing for the Hispanic audience, I realized that speaking Spanish is not enough. There is no doubt it will help you with content or running a good campaign but mastering the language is just the tip of the iceberg.
For laser-focused targeting that can help you generate leads and grab attention, you need more than just some Spanish phrases.
So, what do you need?
Keep reading as we explore some of the best, tried, and tested content marketing strategies for targeting Hispanic audiences.
Things to Know About Hispanic Audience for Content Marketing
- Build Connection
Who doesn’t want customer loyalty?
Customer loyalty in the digital era is hard. There is more competition in the market, customers have more options and most businesses use similar content for targeting audience.
So, how can you stand out in the crowd?
A simple tip is to invest in a genuine connection with your customer by addressing their pain points and streamlining the communication.
Spectrum, an Internet service provider serving in the USA, identified a pain point that Hispanic customers find it hard to communicate in English especially boomers or first-generation expats from Hispanic countries. To address this issue, Spectrum has dedicated communication channels for their Spanish customers. They can ring up número de teléfono de Spectrum and seek guidance or information about Spectrum services right away.
- Learn More about Demographics
You want to target a Hispanic audience in the US. But, is there a way to make the targeting laser-focused?
The answer is yes. With the right demographic details, you can target your audience.
As a marketer, you need to invest a lot of time researching the demographics of your audience. You need to know their age, gender, education, location, interests, shopping behaviors, dominant language, and things they enjoy.
Most digital marketing platforms, especially social media networking sites offer precise data for better targeting. However, as a marketer, you need to read analytics and make sense of it.
For instance, Rizos Curls is a hair care brand owned by a Mexican American. The brand targets people with curly or coarse hair especially Latin American women. To target the right audience, the brand uses feminine colors, logos, font, and other details, to ensure they appeal to Latina women.
- Learn Differences in Culture
You used Mexican songs or expressions but your Hispanic audience cannot relate.
Well, living in the USA, most people assume the majority of the Hispanic population is from Mexico. To some extent, this is true.
However, generalizing the whole population is one of the biggest mistakes you can commit. The Hispanic population in the USA is very diverse. Apart from Mexico, there are so many other countries contributing to the US Hispanic population i.e. Puerto Rico, El Salvador, Dominican Republic, Cuba, Guatemala, Colombia, Honduras, etc.
With such a diverse population, cultural beliefs, references, choice of music, or even expressions are different.
To understand this better, take the example of English-speaking countries. Most English-speaking countries share basic grammar, alphabet, and sentence formation but accents, idioms, expressions, and vocab can be very different. This is the reason you cannot use American English to target an Australian or Irish audience.
Similarly, if you are trying to target a Hispanic audience in the US, keep in mind that cultural references, expression, music choices, and overall expression are also different.
- Explore Buying Power
You are launching a luxury product for the Hispanic audience and going to manufacture it in bulk?
There are so many contradictory variables in this expression. For instance, luxury products are not made in bulk, and a minority in any country never becomes a dominant population. In case a minority becomes a primary target audience, the manufacturing is not done in bulk.
So, before you launch a product, it is important to invest some time exploring the buying power of the target audience.
As per NYTimes, the Hispanic community in the USA has a buying power of nearly $1.5 trillion. This means that Hispanics in the USA contribute around 17.4% of the total buying power. Considering the number, it is evident that missing out on the Hispanic population as potential buyers can impact the business. However, relying on just 17.4% of the total buying power is not enough to sustain a business.
So, if you are planning on launching a business, make sure to align the buying power of the target population to the quality and price tag of the product.
- Pick the Right Language
Language plays a very important role in marketing. With the right use of words and powerful content, you can make your campaign go viral. Similarly, with the wrong use of words or bad translation, your brand can become a laughingstock.
In the case of targeting a Hispanic audience in the USA, a common misconception is to use Spanish.
However, in real life, most US-based Hispanics are either second-generation or have a very limited understanding of Spanish. As per a report, 40 million people in the States are speaking Spanglish.
This is where the sweet spot between Spanish and English (Spanglish) comes in. By using Spanglish, a brand can instantly improve its reach, become more recognizable and ven resonate with white audiences living in Hispanic neighborhoods.
Mistakes to Avoid While Targeting Hispanic Audience
- Using Google Translate for creating language-specific content
- Thinking of Hispanics as a homogenous group
- Using the same campaign for English and Hispanic audiences
- Assuming the buying power of the audience
- Focusing on a broad audience
