What are you doing to reach the Hispanic market? Did you know that the Hispanic community is the second-largest in the U.S.? Yet, it is one of the most underserved. With a purchasing power of $3.4 trillion, the business opportunities that open up are endless —no matter what industry you’re in—, so the time has come to expand your client base. “Easier said than done,” we get it. Where to begin? How do I talk to them? Should I learn Spanish? We’re here to answer all your questions about how to reach the Hispanic market and help you succeed in the process. ¡Adelante!
Why Reach the Hispanic Market?
🔎 Let’s take a look at the statistics:
According to the PEW Research Center,
- there are over 62 million Hispanics living in the United States.
- Of those, the majority speak Spanish. To be precise, 75% percent, that is 48 million people who speak Spanish in the country.
- Further, the Hispanic Buying Power is projected to ascend to $2.8 trillion by 2026.
Suppose we add to those statistics that around 76% of online shoppers prefer experiences in their native language. In that case, it is easy to see why businesses should be adapting their marketing strategies to cater to this demographic… and in Spanish.
So, what does this tell us? Investing in the U.S. Hispanics means investing in America —and your business.
How to Reach the Hispanic Market: Best Practices
1. Understand Consumer Behavior
For businesses looking to reach the Hispanic market, it is imperative to learn about who their new target audience is. What do you know about their consumption patterns? How are you going to address them? What imagery are you going to use? To translate or not to translate?
When you learn about the Hispanic consumers’ habits, you can start designing a strategy to reach them. Here is some key insight to help you plan:
- Hispanic shoppers are incredibly digitally savvy. Whether using apps to shop online or consume video content, statistics show that four in five shoppers (80%) use digital apps as a part of their everyday lives.
- The Hispanic shopper is not so cost-sensitive and is more focused on other brand attributes. This presents a unique opportunity for product placement and brand image strategies.
- 79% of Hispanic customers have at least one shopper loyalty card. When thinking up marketing strategies, which means businesses can engage with potential customers wherever shopping is done.
- ¡A comer! Hispanic shoppers spend significantly more than non-Hispanic shoppers on food. Food companies can benefit; of course, but it also tells us about where the community places value and therefore, how to reach them. You know what they say, “the way to a community’s heart is through their stomach.”
2. Leverage Search Engines
Statistics have shown that for all ages and income levels, Hispanic consumers prefer to do product research through search engines. That is where SEO, or search engine optimization, comes into play to reach the Hispanic market.
Is your brand’s website optimized? How are you increasing visibility to reach the Hispanic demographics?
When thinking up your SEO strategy, you’ll think about the way your consumer will get to your product (hence why understanding their behavior is so important). As a result, your keywords will slightly differ from those chosen to address the non-Hispanic audience.
Further, considering how many Hispanics prefer browsing content in Spanish, you might want to develop a strategy en español.
👉 Related content:
3. Incorporate Old School Techniques
While digital media is incredibly important, at a certain point, people do look up from their phones… and what they see matters. A holistic approach blending traditional and digital marketing strategies is essential to reach the Hispanic market. Maintain a balance between social media presence and traditional content and SEO strategies to maximize your brand’s reach and impact.
🎙Listen to AlphaCo.’s podcast episode on blending marketing strategies.
4. Work with a Bicultural Marketing Agency
When trying to reach the Hispanic community, a Hispanic-owned, cultural marketing agency has that extra zest of savvy that will drive the point right home.
When you work with a bicultural marketing agency, you get:
- An expanded base of highly loyal customers —the Hispanic community is known for their loyalty to brands!
- Someone who speaks their language —literally.
- Bespoke strategies that attract the Hispanic community.
- Unmatched cultural sensitivity to create compelling content that resonates with Hispanic consumers.
The way you tell the story matters. In order to reach the Hispanic market, consider partnering with a bilingual marketing agency like Alpha Co. Marketing & Media. Our bilingual and bicultural experts have years of experience in creating tailor-made campaigns that take brands to the top.
