5 Tips for Marketing to Hispanic Consumers

International businesses know that they need to show an understanding of their consumers on a global scale—they’re multilingual, they employ cultural experts and they keep an eye on international trends. For smaller businesses, operating in the United States, that expectation typically isn’t there.

At InnoVision, our experience has shown us that ignoring cultural differences is bad for business, no matter how small or local that business may be. This is especially true when it comes to marketing strategies that speak to Hispanic consumers. Why Hispanic people in particular? So many reasons!

With over 62.5 million Spanish speakers, the US has become the second-largest Spanish-speaking country, directly behind Mexico. That demographic also represents around $1.5 trillion in purchasing power, but even though Hispanics represent this huge and growing market segment, they’ve been virtually ignored by many US-based businesses.

Luckily, we’re here to help. Below, we’ve outlined some best practices for marketing to Hispanic consumers:

1. Translation Apps Are Not Enough

First things first—the Hispanic community is not homogenous, meaning Spanish language versions of your advertisements are not enough. One reason that you can’t just run all of your ads through a translation app is you need to know who you are speaking to.

There is a difference between Hispanic and Latino. Hispanic refers to language and references Spanish speakers, including people from Spain. Latino refers to location and references the people of Latin America.

Though a lot of people use Hispanic and Latino interchangeably, an important tip is to remember that not all Spanish-speaking people are Latino, and not all Latinos are Hispanic. Depending on where your target market lives and other variables (like age), your target audience may have a strong preference as to whether they’re referred to as Hispanic or Latino.

The Hispanic community in the US is composed of millions of people from many different countries and backgrounds. A good marketer understands it’s important to know your target demographic’s local customs, language, and values. Spanish is one of the most diverse languages, with numerous dialects and widely-spoken variations like “Spanglish” (a common and casual combination of Spanish and English). Using an internet translation from English to Spanish could mangle your message.

If this sounds intimidating, know that the solution is simple. You need to work with a team that has experience with the Hispanic market.

2. Work With a Team That Knows the Hispanic Community

As a group, Hispanics take tremendous pride in their background and in their countries of origin. To make sure that your campaigns are respectful and communicate an authentic desire to connect with the Hispanic community, you have to take advantage of Hispanic talent.

Whether it’s television, radio, or web advertising there is a community of talented Hispanic people who can help you tell your story. Partnering with people who are from the communities you want to speak to will help you communicate directly to your audience in a way that feels real and honest. That’s why companies like InnoVision have launched specialty divisions designed to serve businesses and brands who want to speak directly (and clearly) to the Hispanic community. InnoVision Español is a great example of how to marry talented Hispanic marketing experts with companies seeking authentic ad campaigns that speak directly to this underserved community.

Here’s why it matters. In San Diego, for example, the Hispanic population is the largest minority. They represent almost 30 percent of the city. However, Native Mexicans, Mexican Americans, and people from various South American countries are all a part of this community. Slang, colloquial use of language, and the meaning of certain terms are understood differently among these groups.

It’s important to know who you want to speak to and where they’re from. Make sure you get it right by seeking out a marketing team that can provide an authentic message. Look for a marketing company with team members with Spanish as a first language and a portfolio of successful marketing campaigns targeted toward the Hispanic community. Taking a real interest in your customers’ cultural backgrounds will shine through in your messaging. That honesty will make people feel more connected to your brand.

3. Get Mobile Optimized

Research has shown that Hispanics are more likely to access the internet through a mobile device than through a laptop. Is your website mobile-optimized? Does your home page offer a Spanish-language option? These are marketing basics, but they take the Hispanic consumer into account.

In other words, don’t make the mistake of getting the language right and ignoring time-tested marketing and business strategies. When your brand communicates with the Hispanic community, generational marketing is still very important. There are large differences between generations within the Hispanic community, just as there are in any community.

Hispanic purchasing power in the United States is over $1.7 trillion. To put that into perspective, the total purchasing power of all US households 5 years ago was $120 trillion. The Hispanic community is both growing and spending. That means businesses should not think of the Hispanic community as a niche market. Instead, a solid relationship with this community is an investment in long-term growth. Knowing that Hispanics are mobile-oriented means you’ll need to make your brand mobile-oriented as well.

4. Make Sure Your Service Matches the Message

Now that you’ve hired your experienced team, your message is spot-on, and your mobile site is ready to go, don’t forget the last and most important step. Your brand should be ready to follow through on your marketing promise. If you’re interested in attracting Hispanic consumers, you need to be ready to serve Spanish-speaking customers.

Many Hispanic people, even fluent English speakers, are more comfortable communicating in Spanish. Giving them that option should be a priority. Reaching out to a Spanish-speaking customer base without Spanish speakers on your staff will set people up for disappointment.

5. Fully Integrate Hispanic Culture Into Your Operation

Marketing to a specific ethnic group is a challenge for companies used to conveying a broader message. However, the Hispanic community is hungry for narratives that are relatable and that make sense. Think about your business from the perspective of a Spanish-speaking person and integrate that experience throughout your operation. For example, a Spanish-language webpage is great, but don’t forget to have a Spanish-language message on your landing page as well. If your approach is inconsistent, it can turn Hispanic consumers away.

Lastly, don’t be afraid to ask questions. When you partner with an agency, look for credentials that show experience and skill in speaking with the Hispanic community. Find a marketing agency that has the talent to get your message right, like InnoVision. InnoVision Español can help you succeed in all of your marketing to Hispanic consumers.