If you’re looking to grow your business, you can no longer ignore the Hispanic American market. Believe it or not, the Hispanic American consumers will represent $1.5 trillion in annual buying power by 2015 and 30% of the United Stated population by 2050.
However, this growing demographic continues to be ignored by most businesses in America. The main reason is because businesses don’t know how to communicate with Hispanic consumers and how to earn their trust and loyalty.
If you want to understand the Hispanic culture and determine what business strategy you need to adopt to earn their confidence, read more…
Build relationships to earn loyalty
Marketing to Hispanics takes time. Even though you represent a business, you need to act like a human and not like a typical salesperson. If you make the effort to connect with them on a personal level, they will feel more comfortable buying your products.
However, before you try to advertise your business, you need to spend time understanding their culture, their values, their preferences and their passion points. You need to determine what makes them buy certain products and use that information to advertise your products or services.
If you want to create an engaging business strategy, your message needs to be authentic and emotionally compelling in order to help build a consumer relationship that lasts for years.
For example, when Hispanics buy a dinner table, they don’t think about the product itself but about how great it will be to have family and friends over for dinner.
Write website copy that appeals to their emotional minds
One of the most effective ways to reach this growing market is through the Internet, most specifically your website.
The content on your website as well as your marketing materials should be written to appeal on an emotional level. If you already have a website in English, you need to translate it into Spanish. Why? Simply put, Hispanics are much more loyal to companies that show appreciation for their culture by advertising in Spanish.
You can easily translate your website and all your marketing materials from English into Spanish by using professional translation software. Find out how our English to Spanish translation software can help you save thousands of dollars in translation costs as well as months of work.
Be careful when using Hispanic words in your marketing materials
Language localization is essential when you’re translating your marketing materials. For example, in Mexican Spanish, “coche” means “car” but in Guatemala, “coche” means “pig”. So, make sure you take some time to train your translation software so it can provide you with the accurate translation you need.
In conclusion, if you decide to invest into marketing your business to Hispanics, and you definitely need to, you will dominate your industry for the next 15-20 years!
Do you have any other tips for businesses looking to market their products or services to Hispanic Americans?