Imagine if your business could achieve an ever-increasing market that has a massive 167% growth rate and also is greatly loyal to brands! You would take the opportunity to reach a bigger audience in the blink of an eye, right?
Houston Hispanic customers are at the forefront when the question is of the digital industry. They lead in adopting new devices. Also, they’re power users of over-index and mobile in video consumption. Yet, despite such facts, these customers are extremely under-served, and the possibilities to reach them using digital marketing remain significantly untapped. Now, what should marketers do?
Here’s the list of some effective practices that you should remember and research further while you develop a strategy to market to Hispanics.
Know the Difference Between Latino and Hispanic
There are several interpretations of how to explain Latino vs. Hispanic. Hispanic primarily means language, while Latino means location. So, Hispanics are people who are of Spanish-speaking origin, including Spain.
Latino people are also Spanish-speakers, but they only comprise people from Latin America. Latino and Hispanics are often used interchangeably, even when they are two different things. It is crucial to not only know the audience you want to target but also how you want to reach them. Not all the Spanish-speaking people are Latinos, and not all Latino people are Hispanic.
Acknowledge the Regional Differences
As per the Pew Research Center, most of the Hispanics in the US preferably use their country of origin for describing themselves. Over half of the survey respondents said that they don’t have any preference for either term, Latino or Hispanic. However, it is still crucial to localize your digital marketing efforts, since these preferences vary in different states. Moreover, they also deviate as the Hispanic population increases.
For instance, California holds the highest population of the Hispanic community. Thirty percent of them prefer to be termed as Hispanic, while 17 percent prefer Latino. However, this preference is much powerful in Texas, where 46 percent of Hispanic people prefer to be called Hispanic, vs. 8 percent who prefer Latino.
Localization is crucial in states with a high Hispanic population, like California, Texas, New Mexico, Arizona, Florida, and New York. There are many dialects of Spanish variations in the US. So, Google translate can’t match professional Spanish SEO services.
Consider Cultural and Generational Gaps while Customizing Marketing Strategies and Content
Hispanics, like other cultures, incorporate traditions from their nations of origin into their lifestyle in the US. However, cultural integration can differ depending upon the sections of the larger Hispanic customer population. Generationally, they can be divided into two principal groups:
- Traditionalists: Older immigrants and a few younger, who don’t speak fluent English, are considered as traditionalists. You can market to them via Spanish-speaking radio stations, TV, and Spanish websites. Your online marketing strategies should focus on Hispanic traditions and values. Understand the different idioms and dialects within a particular area. Don’t just stop at the online homepage, radio message, or TV ad rather keep your customers engaged.
- Millennials: The second-generation Hispanics are the ones who are born in the United States into Hispanic families. Just like most second-generation ethnicities, they’re generally the younger ones in the family, including millennials, who’ve adopted several US customs (and English language), but still, respect, appreciate and enjoy their language, culture, and heritage.
- Hispanic Dominant (23 Percent): This segment speaks mostly Spanish at home and consumes the majority of media in Spanish. Typically, they are foreign-born and have an average age of 40. Usually, they have lived in the US for around 7 years.
- Bicultural (31 Percent): This group typically speaks both Spanish and English language at home, but they consume the majority of media in English. They are a combination of US-born and foreign people and have an average age of 34. They have lived in the US for about 22 years.
- US Dominant (46 Percent): This group typically speaks the English language at home and consumes the majority of media in English. They are US-born and have an average age of 37. They have lived in the US for around 36 years.
Consider Using “Spanglish”
For a Bicultural or US Dominant audience, blend both English and Spanish into your marketing campaigns. Keep English as your primary language but include Spanish quotes, terms, phrases, etc. to truly connect with Hispanic customers.
Include Hispanic Talents by Using Spanish Influence Images and Music
Develop campaigns that are based on Hispanic imagery and tell engaging, vibrant stories. However, steer clear of stereotypes or singling the Hispanics out.
Create Mobile-Friendly Campaigns
As stated in a Google Consumer Survey, Hispanic people are 1.5 times more likely to purchase mobile applications and digital media compared to non-Hispanics. Therefore, you shouldn’t miss the opportunity to reach Hispanic customers and ensure that you optimize all your digital marketing efforts and campaigns for mobile phones.
Integrate Hispanic Culture in Your Online Ads
Around 88 percent of the digital-using Hispanic population gives attention to online advertisements that include components of their culture and traditions irrespective of the ad’s language.
Be Consistent with Spanish Marketing
Providing a web page in the Spanish language is effective only when your landing page is also in Spanish. The same goes for mobile orders and support – Tapping Numero 2 on your phone for Spanish is useful only when there’s a Spanish-speaking representative at the other end. Similarly, if you want to market to customers in Spanish, ensure to support and guide them through the entire journey.
Stay Abreast of the Cultural Diversity
Everything comes down to staying abreast of the cultural diversities within a country or a region, where several ethnicities language dialects are present. Though nobody is expected to know every dialect and market, there’s much value and benefit in extensively researching and understanding the diverse linguistic and cultural differences, along with spending patterns of consumers within a specific country.
There are many ways of doing this, such as hiring professional services that know the latest buying and Spanish marketing trends and can help you understand the differences your target audience might have. At Alpha Co. Marketing and Media, we take pride in employing the best staff who is proficient Houston-Hispanic market and can help you reach this powerful audience to grow your online business.