If you are a business owner, you know just how beneficial having an online presence is and how detrimental the lack of it can be. As of today, you wouldn’t think twice about creating a website and having optimized content catering to your potential clients. What if we tell you that, even if you have a personalized marketing plan, you are still not targeting all of your prospects? Let’s take a look at why marketing in Spanish can be your secret weapon to propel your business.
A must-have for US-based companies
As a US business owner, you have to think big. When it comes to customers, you should not narrow down your target but instead broaden it. In such a multicultural country, there is one demographic that is making a difference: the Hispanic community.
🤔Did you know? As of 2022, the Hispanic demographic is the second-largest ethnic group in the United States
Likewise, their purchasing power has surpassed $3.2 trillion. Through their growing numbers, active engagement in the labor market, and rising levels of education, Hispanics are playing a pivotal role in reshaping the economic landscape of the United States.
Despite these astonishing numbers, the majority of businesses fail (or miss) marketing in Spanish.
What Does Marketing in Spanish Encompass?
There are many ways to make marketing in Spanish work for your business, there are no fit-all strategies. Similarly, the Hispanic community as such has its own preferences when it comes to marketing. Let’s take a look at some key information that you must have in mind when curating your marketing in Spanish:
Language Preferences
According to a 2022 survey by Statista, here’s a breakdown of the Hispanic community’s language preferences:
- Spanish only: 15,5% reported not speaking English at all or speaking English “not well”
- English only: 31,8% reported only speaking English
- Bilingual (Both English and Spanish): 51,2% reported speaking English “well” or “very well” besides Spanish.
Moreover, surveys about the use of Spanglish have been conducted. Spanglish is a blend of both the vocabulary and grammar of English and Spanish:
- 63% of Hispanics say they sometimes use Spanglish. At the same time, it is much more common among second-generation Hispanics than third-generation or higher.
Marketing in Spanish: Where Do Your Customers Come From?
Equally important to language preferences is where your Hispanic audience comes from, as this will determine the variant of Spanish that they speak. Knowing this vital information can make or break your marketing in Spanish strategy.
Here’s a breakdown of the largest Hispanic populations in the US according to their country of origin:
- Mexicans: The largest group, with around 37,2 million people
- Puerto Ricans: 5,8 million
- Salvadorans: 2,5 million
- Dominicans: 2,4 million
- Cubans: 2,4 million
Each country has its own Spanish variant, with significant differences in speech. Researching your potential customers will help you target them more effectively.
🤔Did you know? Spanish is the official language of 21 countries. Spoken by 585 million people, and 489 million of them native.
Marketing in Spanish at Alpha Co. 🚀
Alpha Co. Marketing and Media is a Houston-based digital marketing agency that specializes in providing comprehensive marketing strategies tailored to fit our clients’ needs and goals. With a fully bilingual team, we are able to craft the most authentic and effective Spanish campaigns. Want to up your game and reach a new and vibrant audience? Look no further.
