How To Market to Hispanic Community in 2023.
Did you know that Hispanics make up one of the largest growing demographics in the US?
America is now home to the largest community of Spanish speakers outside of Mexico.
Unfortunately, many of them feel like they are being ignored in marketing and advertising.
Over 55 million people in the United States represent over a trillion dollars in purchasing power and these numbers will only rise over the next few decades.
So, brands that want to raise their bottom line and increase sales should target Latino and Latina consumers.
Unfortunately, many companies don’t understand how to target the Hispanic population markets for a variety of reasons.
This means there is an untapped source of consumers looking for brands they feel represent them and they can connect with by speaking their official language.
The Spanish language comes in a variety of ways, so we’ve put together a few ideas to help your team come up with ways to market them.
Latino vs Hispanic
Even though they are often used interchangeably, there is a difference between the two, and you must understand it.
And trust us, it can make a huge difference in targeting and marketing to Latinos.
Latino refers to people of Latin American heritage, including Brazil where they speak Portuguese.
Whereas Hispanic refers to people who come from a Spanish-speaking one, including Spain.
This means not all Latino people are Hispanic and not all Hispanic people are Latino.
So, when creating a campaign, make sure you know exactly which demographic you are aiming for.
What Language do Hispanics Speak?
So, now that you understand the basic differences between Hispanic and Latino, let’s look at the way people define themselves by region.
In a study by the Pew Research Center, the majority of Hispanic speakers use their country of origin as their preferred identifier.
For example, people from Mexico are Mexican-American, people from Honduras are Honduran-American, etc.
But, in states with larger Hispanic populations, there is a change in the way people self-identify.
Take California, which has the largest percentage and population growth of Hispanic people in the US. 30% of those surveyed said they identify as Hispanic as opposed to 17% who choose Latino.
But, in Texas, this number changes to 46% prefer to be called Hispanic and only 8% want to be called Latino.
That said, an overwhelming majority said they have no preference either way.
Overcoming Hispanic Language Barriers
This is where things can get a bit tricky.
Even though almost half of Hispanic people search for things in English, you should still look into localization or translate your website for that demographic.
Because there are so many Spanish dialects like Latin American Spanish, Mexican Spanish, and between regions like Argentina and Uruguay.
Google translate isn’t going to cut it when it comes to getting your message across.
By hiring an Hispanic SEO firm who is familiar not only with common Spanish phrases being spoken, but also those from around the Spanish-speaking countries you will be able to target and create messages your intended audience will be able to identify with.
If you aren’t ready to create campaigns for search engines that are entirely in Spanish, don’t fear; you can still create a connection with Hispanic consumers.
By using Spanish phrases like cómo estás, and other Spanish terms in your copy, you are letting official Spanish speakers that you care about them and see them as an important part of your brand’s identity.
Also, by adding elements of Hispanic culture instead of just using automatic translation, you will be showing consumers you are interested in their identities and experiences.
This will help people feel that you and your brand understand them, an important part of any relationship.
Hispanics are Smartphone Savy
It turns out Hispanics are more likely to interact with brands on their smartphones.
One survey says Hispanics spend, on average, 2 hours more hours on their phones than anyone else.
They are also more likely to buy apps, surf the web, and shop using their handheld devices.
They even tend to use in-app purchases more often than other demographics.
So, it is important to make sure any campaign you create is mobile-friendly.
Hispanic Social Media Usage
Just like with mobile devices, Hispanics are more likely to interact with brands on social media.
In fact, 50% of Hispanic Millennials mention brands they like either through posts or by adding a hashtag.
And many of them actively seek out and follow brands online to stay up to date with the latest products and services being offered on Facebook and Instagram.
This means brands should create a strong social media presence aimed at building lasting relationships with this powerful demographic, or just start learning Spanish.
One way to do that is by seeking out Hispanic influencers and personalities who actually speak Spanish.
People are naturally drawn to faces and identities they can relate to.
So, by creating ad campaigns featuring Hispanic people you will be reaching a growing market looking for brands they can identify with.
As the number of Hispanic consumers rises, companies need to develop a Hispanic marketing strategy to find ways to reach out and speak to them and make them feel seen and represented.
How to Market to Hispanic Consumers
Understand the cultural and linguistic diversity of the Hispanic market: Hispanic consumers come from a variety of countries and cultures, each with their own customs and traditions. It is important to do your research and understand the specific needs and preferences of the Hispanic consumers in your target market.
Use Spanish language marketing materials: Many Hispanic consumers prefer to communicate in Spanish, so it’s important to have Spanish-language versions of your website, advertisements, and other marketing materials.
Tailor your messaging to reflect Hispanic values and traditions: Hispanic consumers often place a strong emphasis on family, community, and tradition. Marketing campaigns should reflect these values and resonate with the audience.
Leverage Influencers and Community leaders: Building relationships with influencers and community leaders in Hispanic communities can help build trust and credibility with potential customers.
Personalize your marketing efforts: Personalization is key in any marketing effort, but even more so when targeting a diverse group like Hispanic consumers. Personalized marketing campaigns can help to increase engagement and build loyalty.
Use traditional and digital media: Hispanic consumers consume media in different ways, so it’s important to use a mix of traditional and digital media to reach them effectively. Traditional media include television, radio, and print, while digital media include social media, email, and mobile.
Measure and adjust your campaign: It is important to measure the effectiveness of your campaign and make adjustments as necessary. Use metrics such as website traffic, conversion rates, and customer feedback to gauge the success of your marketing efforts.
The Hispanic community identifies with brands that have a strong message and tends to be more loyal to that brand than other customers.
For Example, NFL Football is Mexico’s 2nd most popular sport. The interest in the sport starts at a young age.
As part of physical education classes, more than 3.3 million boys and girls played flag football in Mexico’s schools last year, and there are about 15,000 football teams in leagues played in each of its 32 states.
The NFL is making an effort to further grow the sport among the younger age group.
A Forbes article talks about how many Hispanic consumers look for brands that embrace and celebrate their vibrant culture.
They are more willing to stick with brands they feel represent them than any other demographic.
So, by actively seeking out the Hispanic market, brands are creating generations of loyal customers.
So if you’re still asking yourself the question, ‘How do I advertise to Hispanics?’ Now you know.
If you need help with creating a bilingual website, translating your content, finding native speakers, or anything related to marketing to Hispanics.