¡Hola! Welcome to your digital marketing solution in English and Spanish! With Latino Purchasing Power measuring $3.4 trillion in 2021 and a real annual income growth of 4.7%, it is clear why businesses should be targeting the Hispanic community. 👉 You know you have a winning product or service, but don’t know how to position it across the multiple, diverse communities in the USA? You’ve come to the right place! We got you covered. At Alpha Co. Marketing & Media, we are experts at digital marketing in Spanish and masters at putting together successful bilingual digital campaigns. What’s more, as leaders in the community, we offer advice through our multiple articles on an array of topics related to SEO and digital marketing. In this article, we are discussing how to create a thriving strategy taking on digital marketing in Spanish.
Advertising to the Hispanic Market through an Online Presence
Our phones are like an extension of our bodies and mediate everything we do. When customers need information on products, they most likely turn to Google Search and/or Maps, read Google reviews, and use their multiple services to make decisions. If your audience speaks Spanish —or relates to Hispanic culture—, you should be communicating with them in a way that makes them relate to your content. That’s what this guide is all about: leveraging digital marketing in Spanish to drive traffic, leads, and sales to your business.
Some of the key aspects that make up a powerful, well-rounded approach to digital marketing in Spanish are the following:
Multilingual Websites: Digital Marketing in Spanish and English
At Alpha Co. Marketing and Media, our top priority is to make sure there are no holes in your marketing strategy. This includes setting up a world-class interactive and multilingual website with loads of great targeted, bilingual content.
⚠ Oh, and we don’t mean that you should “translate” the content of your site into Spanish. In fact, please, don’t. When thinking up your site and strategy, you need to address the needs of the segment from the start. So, in reality, what you are doing is setting up two very similar websites that aim at different customers.
What can we do for you, then? With the help of our Design, Business Intelligence, and Content team, we can transform your website into a modern, outstanding, and original design that will attract your customers. Also, our fully bilingual, bicultural staff ensures that the content in both languages knocks it out of the park —or is a gol de media cancha.
What’s more, optimizing your website results in greater lead generation thanks to the inclusion of a consultation scheduler, business analytics remarketing, mobile optimization, and many more amazing features.
The Use of SEO in Spanish and English
SEO is the strategy that brings customers through your e-doors —and makes them stay. Are you making the most of SEO? Let’s go over the checklist of SEO basics:
- Set up a website with a clear domain name
- Find what people search for and create content around those keywords
- Build trust and authority
- Be savvy about the technical aspects of it
When implemented correctly, content spreads across multiple platforms online, positioning your brand and creating a loyal following. Now, when targeting Spanish-speaking communities, you need to double your efforts, as your campaigns will be both in Spanish and English. However, as we have mentioned above, this doesn’t mean your digital marketing in Spanish efforts should be a mere translation of the written content.
As you think about how to transcreate the content and find new keywords in the target language, you will also adapt the images and therefore the alt texts to streamline your campaigns. Also, by doing this, you are cross-communicating in a culturally relevant way.
At Alpha Co. Marketing & Media, our bicultural staff reflects the nuances of each culture at every step of the marketing process. From choosing the right, relevant keywords to creating content around them and overseeing technical aspects are in check in both languages; we are the steam behind the most successful campaigns.
➡ Read more: 7 Ways to Create Effective Spanish SEO Strategy for Your Business
Ads in Digital Marketing in Spanish and English
Google Ads is an incredibly powerful tool to drive sales in the online landscape. When targeting speakers of two different languages, you need to set up two separate campaigns. Therefore, one campaign will contain keywords and ads in one language and lead to a landing page in, for example, English, while the other will be completely in Spanish.
❗ IMPORTANT: On the “languages targeted” settings, you should pick for both campaigns: EN (for English) and SP (for Spanish), because the targeted users speak both languages and can get the content in either.
Although this advice may sound simple, there is engineering behind each keyword and content choice that cannot be underestimated: we recommend hiring specialists in digital marketing in Spanish to help streamline your campaigns. Also, when working with professionals, you get unprecedented insight thanks to the specialists’ knowledge and expert interpretation of analytics and metrics. This information is used to continuously improve and measure the success of your campaigns.
Social Media
Just like for Google Ads, having only one account in English might not do the trick. For social media engagement in Spanish, it is important to communicate in the native language of the feed and browser. Also, keep timing in mind: align social media campaigns with the targeted communities’ time zones. One more thing: social media is a visual medium; make sure you carefully select the imagery that you will incorporate to your campaigns so as to hit the bullseye with your message.
Final Words
Having a successful digital marketing strategy in Spanish lies in finding the right people who can propel your message to reach your audience. The way you tell the story matters. Make your story transcend language barriers and echo in the Hispanic community through digital marketing in Spanish. At Alpha Co. Marketing & Media we offer cross-cultural intelligence to take your business to the next level. We have helped multiple brands position their services and products across the digital sphere and thrive on collaborating with our clients.