Niching your marketing efforts makes financial sense. Marketers do it all the time. Their niche is based on location, interests, age and other factors. More often in the current market, they are reaching out to the Hispanic population.
According to the latest Census data, the Hispanic and Latino population reached an all-time high with the 2020 Census — 62.1 million people now call the United States home. That’s an increase of more than 181.5 percent from just 10 years ago, giving rise to a desire for more marketing penetration in the Hispanic marketplace.
However, don’t think you can just jump in and translate your English campaign to Spanish and call it good. It isn’t that easy. There’s a lot to consider as you transition to adding Hispanic marketing to your plan. Done carefully, it can open up a world of potential.
Defining the Hispanic Population
Before you start a new marketing campaign, you must fully define your target market and get to know your audience well. “Hispanic” and “Latino” are terms that are often used interchangeably, but there are distinctions.
First, Hispanic refers to language. If someone comes from or has ancestry in a Spanish-speaking country, they are referred to as Hispanic. Latino is used to define location. Latinos are born or have ancestry from Latin America, which also includes Brazil, where Portuguese is the official language.
Of the 62.1 million people identified in the 2020 Census as Hispanic, the Mexican population makes up the majority at 57.7 percent. The rest is captured in 30 detailed groups, such as Venezuelan, Guatemalan and Caribbean.
Most US Hispanics will use their country of origin when describing themselves. They have cultural differences, separate dialects and different interests. They also tend to settle in different parts of the US.
Hispanic Marketing Focuses on Culture
You can’t develop a strong marketing message by using Google Translate. It takes direct knowledge of the culture to create a robust campaign. The true marketing winners know this and spend the time necessary to plan accordingly.
Family Is Core
In Hispanic households, family is the cornerstone of life. They stretch the bonds of the nuclear family beyond the immediate unit, often creating communities of relatives and friends who come together for responsibility and support. These family values impact every decision they make. They don’t make decisions based on an individual, but rather collective needs and desires.
Traditions
Hispanic marketing should consider ancestral customs that are deeply rooted in this community. Many of the festivals and cultural beliefs are cherished traditions in Hispanic households. Acknowledging and respecting these practices as you reach out with your marketing efforts is essential.
Language
We crave connection. We want people to understand us. Language provides identity. When someone speaks to you in your language and says things that truly reach your heart, it makes a difference. That’s something you can’t get with AI or an online translator. They may be good at what they do, but they don’t provide culture, heritage or the sense of nostalgia that comes from really communicating with an audience.
The Power of the Internet on Hispanic Behavior
The internet has a profound impact on Hispanic behavior. With their strong sense of community, it makes sense that virtual gathering spaces have become pivotal to Hispanic Americans.
In general, US Hispanics:
- Turn to online sources for research and information before making a purchase 20 percent more than the general online population.
- When Hispanic culture is highlighted in an ad, regardless of language, 88 percent pay attention and 41 percent build a stronger rapport with the brand.
- Many Hispanic Americans are bilingual in their daily lives, speaking both Spanish and English and that carries over online. The number of Spanish keyword searches has risen dramatically in recent years across all categories, something smart marketers are noticing.
Reaching the Hispanic market isn’t something you can fake. Nor can you rely on an agency without true insight into Hispanic culture. This takes work to get it right.
Here’s something to consider: Millennials and Gen Z are populated with second-generation Hispanics who were born in the US, but many still appreciate and respect their culture and roots. They’re returning to using Spanish and appreciate when a brand makes an effort to reach out. Cultural identity is at an all-time high, and Hispanics actively seek out brands that acknowledge their culture’s unique traditions.
As a marketer, you can do so in multiple ways. How about campaigns that use Hispanic imagery and tell vibrant stories? Use popular music and play up many of the essential cultural attributes. Be sure to avoid stereotypes.
Like your other marketing campaigns, choose places where your Hispanic audience hangs out. It can be TikTok, X (formerly Twitter) or WhatsApp. It varies by generation. But like any other customer avatar you develop, the more you get to know your audience, the more comfortable you’ll be reaching out.
Why It’s Important to Work With the Right Hispanic Marketing Firm
Marketing agencies understand their industry well. They are skilled at creating campaigns, developing advertising plans and achieving results. However, it takes a different skill to work internationally and understand what it takes to bring traditional campaigns to a Hispanic-American audience.
If you are trying to reach out to Spanish speakers, it pays to develop campaigns they can relate to. Get to know their culture, language and traditions. If you don’t have the expertise to do this in house, work with an agency that knows how to navigate this market.
We can help you attract new customers in the Spanish-speaking world. Reach out now and find out how to add this lucrative market to your overall marketing strategy.
