How to Market to the Hispanic Community
Successful business owners know that marketing is one of the key ingredients to prosperity and longevity. It’s not enough, however, to simply spend money on advertising. Without a sound strategy behind your marketing expenditures, you may never see the results you’re looking for. A savvy strategy for many companies is to market directly to their consumers, which means understanding the customer, their community, and their culture.
Hispanic Americans are an enormous and growing segment of the market. The Hispanic community has also been virtually ignored by many marketing agencies. According to the Hispanic Marketing Council, around 6 percent of advertising investment is spent on attracting Hispanic customers. That’s a tiny percentage of the market that the Hispanic community actually represents.
That’s why companies like InnoVision have launched specialty divisions designed to serve businesses and brands who want to speak directly to the Hispanic community. InnoVision Español is a great example of how to connect talented Hispanic marketing experts with companies seeking authentic ad campaigns that speak directly to this underserved community.
Below are three things that InnoVision Español advertising specialists know are crucial for successfully marketing to Hispanics in the United States. Read on to learn how to market to the Hispanic community.
1. Tailor Your Message
The Hispanic community is not just one thing, meaning that Spanish language versions of your advertisements are not enough. According to the 2020 US Census, Hispanic people make up about 20 percent of the United States’ total population, which represents an increase of about 23 percent from the previous census in 2010. It also means that slightly more than half of the US’s population growth in the last 10 years came from the Hispanic and Latino populations.
In other words, the Hispanic community is composed of millions of people from many different countries and backgrounds. The rapid growth of this population means that smart companies will expend more effort catering directly to these consumers. To do that, it’s important to know your target demographic’s local customs, language, and values. A one-to-one translation from English to Spanish could mangle your message. You need to consider the background and history of your ideal customer base.
For example, the Hispanic population in California is the largest minority, making up over 39 percent. 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. Qualifications to look for include 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.
2. Don’t Ignore the Basics
According to the Latino GDP Report, Hispanic purchasing power in the United States is over $1.7 trillion a year. To put that into perspective, the total purchasing power of all US households 5 years ago was $120 trillion. The upshot? 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.
Don’t make the mistake of getting the language right but ignoring time-tested marketing and business strategies. For example, 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.
You’ll also need to assess where to spend your ad budget. 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? All of the marketing basics are still important.
Most importantly, you 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 having Spanish speakers on your staff will set people up for disappointment.
3. Integrate Hispanic Culture into Your Message
Hispanic culture is rich, colorful, and vibrant. Few demographic groups take as much pride in their history and culture as Hispanic people do. There is so much you can add to communicate with your audience beyond the Spanish language. Flags, cultural imagery, music, and art can all help to tie your brand to the powerful pride Hispanic people feel about their heritage.
It’s important that this strategy is authentic. It’s easy for culturally specific marketing to come off as pandering or even condescending. Gimmicks and stereotypes are grave errors you’ll want to avoid.
To make sure that your campaigns are respectful and communicate an authentic desire to connect with the Hispanic community, take advantage of Latino talent. Whether it’s television, radio, or web advertising, there is an amazing and broad 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.
Marketing to a specific ethnic group is a challenge for companies used to convey a broader message. However, the Hispanic community is hungry for narratives that are relatable and that make sense. Take the opportunity to build a relationship with this community by taking advantage of expertise in the field.
Don’t be afraid to ask questions and look for those specific credentials that show experience and skill in speaking with the Hispanic community. Contact a marketing agency that has the talent to get your message right.
