Do you feel like your business is missing out on an opportunity with the fastest-growing segment of your market? Do you feel stuck when trying to figure out how to reach your local Hispanic community?
Reaching the growing Latin population in your area can be a challenge, but one that's well worth the effort when you develop a loyal following. These four steps will help you understand your local Hispanic audience and adopt the best practices to make them feel welcome in your business:
1. Get to Know Your Local Hispanic Market
Many business owners make the false assumption that because their potential Latin customers speak Spanish, they share the same culture. But Spanish-speakers come from many countries and even different regions within the same country, meaning they will respond differently to different messages.
That's why getting to know your local Hispanic market is a key first step in reaching them. Are they mostly from Mexico? Puerto Rico? Spain? Other Latin American countries? Are they recent immigrants? Or second or third generation?
A bit of Internet research will give you a quick overview of the Spanish-speaking population in your city, county or retail zone. Here are some basics you can check out:
• U.S. Census Bureau: The census provides a wealth of data, not just on population numbers but demographics, household income, primary home language, country of origin and more. You will want to keep in mind that many experts suspect immigrant numbers reflect a little low as residents without papers sometimes avoid being counted.
• Pew Research Center: The Pew Center provides a wealth of non-partisan information on population, spending trends and more, with a special section devoted to Hispanic trends.
• Facebook audience insights: A decade ago, many Latinos, especially recent immigrants, shied away from computers and the Internet, but these days with smart phones and apps, Facebook and other social media have become a common method for Hispanics to stay in touch with family and friends around the globe. Therefore, Facebook audience insights is a great source for finding local information.
2. Consider All of Your Options
You're not the only one tapping into the Spanish-speaking market, which means a proliferation of media outlets for reaching the market in your community. Among the options you might find locally:
• Local Univision, Azteca and Telemundo affiliates: Spanish-language television is a prime outlet for reaching the community as their news and programming appeal to a broad cross-section of the community.
• Local Spanish-language radio: Even in smaller markets, radio stations are offering more Spanish programming to appeal to listeners. Of course, with the ether boom, you also could consider locally targeted advertising on online music services such as Pandora.
• Local Spanish-language newspapers: Often, newspapers were the first Spanish-language source of information in local communities, so they have developed a loyalty and trust among readers. That trust frequently transfers to their advertisers.
• Digital marketing: As mentioned before, Spanish-language households have become devoted consumers of social media, so online marketing, especially optimized for smart phones, is important for any marketing campaign.
3. Do the Math on ROI
As with any marketing, you'll want to consider your product, your price points, your target audience, etc. to achieve the best return on investment for your marketing. Do you need to reach a broad market to sell a lot of your products? Or would a specific, targeted audience be more appropriate?
4. Make a Decision and Stay Agile
If I could offer one piece of unsolicited advice about the Spanish-speaking market (particularly among recent immigrants) it would be:
The relationship behind a business deal is more important than among typical consumers.
Therefore, reaching a Hispanic audience effectively requires a true commitment to relationship building.
So what does that mean? Don't expect one newspaper ad to bring customers flocking to your door, but if you build up that trust, you'll find a loyal following among your Spanish-speaking customers and expect a strong referral base, as well.
That said, you also want to remain agile as the population will grow and change, so you don't want to fall behind stuck in a rigid mindset.
Nurturing a relationship with your local Hispanic market will take time and effort, but you don't have to do it alone. Bridges Strategies understands the Latin market and can maximize your efforts to appeal to your local community.
Contact us for a free consultation on how together we can tap into the potential of the Spanish-speaking market in your community.