Translation and Language Industry Observations

by Daral Leon

One of the most challenging but lucrative frontiers in marketing for businesses in the USA is reaching out to the Spanish-speaking audience. The large Hispanic population in the US presents a viable marketing opportunity for many businesses. How do you market to this demographic? Here are strategies you can consider with your team and add to your campaign planning.

Conduct the Necessary Research

It’s an understatement to say that good research will play a big role in your success in marketing to a Spanish audience. You’ll need to outline, plan, and visualize a full-scale strategy that can help you understand this audience in detail. In addition, consider accessing past efforts and data from other companies that have reached out to this market. The data you can obtain from this research can help you plan your strategy moving forward.

Add Personnel with Experience

In some cases, it may not be enough to simply have good notes or data about the audience you want to market to. It can be more effective to simply have professionals or experts on your team who have had prior experience working with or marketing to a Spanish-speaking audience. This can also help you understand ways to connect and build strong relationships with this audience through your marketing efforts.

Maintain a Local Focus

Sometimes, the term Hispanic can refer to a range of nationalities and groups, as opposed to a narrower demographic. By keeping things local, you can recognize the groups who are the most local to you and relevant to your business. In addition, you can focus on the various needs of the Hispanic community local to your business.

Address the Language Barrier

Many Spanish speakers today are ambicultural, which means they can move between English and Spanish cultures without distinct complications. This makes it important to approach the audience by bridging the language barrier. By simply speaking the language, you can make the simplest approach to targeting the audience you want to market to.

Make sure your team is bilingual and can actually communicate with the audience you are looking to target. By speaking the language, your team can also research and learn about your audience through the media they consume as well as the interests they have.

Be on the Right Platforms

Social media is big with the Spanish-speaking market, which is no different from any other audience. In addition, it’s important to utilize this platform to research the unique interests this audience has on their social media. Many other brands targeting the Spanish-speaking audience are making their presence widespread on mobile platforms. When you market your business online, consider optimizing your ads and displays to be the most responsive on mobile devices as well.

Continue to Invest Time and Effort

Many businesses run into challenges and difficulties when it comes to marketing to a Spanish-speaking audience. This may make it tempting to give up and withdraw, but with the growth potential of this audience, it’s still worth investing the time and effort necessary for your business to become attuned to their needs. When you feel like things are getting tough, remember that reaching out to a new market isn’t always a success; sometimes you may have to experience some setbacks to learn from them and apply them to future strategies. This is why staying the course and investing in your resources can be worth it in the long term and your business can fully benefit as a result.

Success in marketing, especially to new audiences, involves incorporating their cultures and values into your strategy. The more your team becomes familiarized with that audience, the better your chances of success will be. These ideas apply especially to targeting Spanish-speaking audiences in the U.S. The strategies mentioned can be valuable to helping your marketing approach. As you work with your marketing team, consider incorporating these ideas into your marketing strategy as well.

About the author

Having received his BS in Marketing, Daral Leon currently is an SEO specialist writing content for healthcare professionals around the nation. He has been pursuing his freelance writing career since developing content for a online picture framing business as an intern. His credentials in the writing field include a WPE certification from the California State University School Board. He holds 2 years of experience in writing about business, arts, health, sports, and technology topics.

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