In recent years, many brands have started targeting the Hispanic market. This new trend has a lot to do with the fact that Hispanics are the fastest-growing market segment in the world.
More so, according to recent statistics, Hispanic consumers make up about 18% of the overall U.S. population — which translates to roughly 59 million people.
However, targeting Hispanics is a very complex task that requires specific know-how. Thus, to help you better understand this market segment and to assist you in drafting effective marketing campaigns, we have asked the freelance content writer from Spanishwriterpro.com about the best practices for marketing Hispanic consumers:
1. ‘Hispanic’ and ‘Latino’ are not the same
Before you can even think of developing a campaign geared towards the Hispanic market, you need to be able to differentiate between the terms’ Hispanic’ and ‘Latino.’
Many brands use these two terms interchangeably, and by doing so, they end up targeting the wrong audience, using incorrect platforms or vague language.
Simply put, the word ‘Hispanic’ refers to anyone who originates from a Spanish-speaking country (i.e., Spain, Argentina, Puerto Rico, Panamá.) On the other hand, the term ‘Latino’ refers to someone who originates from Latin America and encompasses a particular set of cultural traits.
2. Language changes from one country of origin to another
Spanish is the second most spoken language in the world after Mandarin, which means that over 460 million people can be grouped within this category. Consequently, it is safe to say that ‘Hispanic’ is a broad and heterogeneous market category.
Therefore, it would be wrong for us to assume that “one size fits all” when it comes to targeting Hispanics — especially when marketing consumer goods.
Thus, when outlining your marketing plan, be aware of the regional differences within the language and make sure you tailor each campaign to the country, city, or area where it will launch.
3. Develop hyper-local strategies
As we mentioned above, the Hispanic market encompasses millions of people from different backgrounds and with varying sets of psychographics and demographics. As a result, Hispanic interactions with brands and channels vary significantly from one person to another.
Hence, hyper-local strategies are required if you want your marketing efforts to succeed. So, when developing your next campaign, think local!
Segment your audiences to build a custom plan that can reach them more effectively and efficiently. Consider location, age, genre, schooling, country of origin, interests, and acculturation level.
4. Know and understand market data
Most Hispanic-targeting strategies usually suffer from poor analytics and market sizing. Fortunately, solid analytical solutions are now available from major data providers and various market research firms specializing in this segment.
Thus, make sure you have access to the right insights that can help you better understand the market and allow you to develop validated strategies.
Pay special attention to Hispanic consumer behavior, and media consumption habits as these will help you understand how, why, and when this demographic shop.
5. Immerse in the Latin culture
A big chunk of the Hispanic market originates from Latin America. And in Latin America, people are very fond of their heritage.
More so, recent studies reveal that Hispanic consumers are not looking to be sold. Hispanic want to connect with brands that embrace their culture outside the typical clichés and stereotypes.
Therefore, when marketing Hispanics, you need to invest the time to learn about their cultural characteristics and the values that would drive this segment to trust and love your brand.
6. Understand cultural diversity
You must consider cultural diversity within any group. But, when it comes to Hispanics, it is imperative to do so!
No one expects you to know the thousands of dialects, festivities, or traditions of each country or group that makes up the Hispanic market. However, thoroughly researching and learning the various cultural differences can go a long way.
There are many ways in which your brand or company can achieve this, such as hiring local staff or buying the latest market reports. After all, if you are already investing in Spanish speakers, be sure your tactics relate to them.
7. Prioritize quality
According to Nielsen’s market research, 62% of Hispanics say ‘quality’ is the factor that most influences their brand loyalty. Hence, make sure your campaigns, ads, and other marketing efforts highlight your product or service’s quality.
8. Make your campaigns mobile-friendly
Based on a 2019 Google Consumer Survey, Hispanics are 1.5 times more likely to buy mobile apps and digital media than non-Hispanics. So, do not miss the opportunity to connect with Hispanic consumers through mobile-friendly campaigns.
More so, make sure all your digital efforts are optimized for mobile.
9. Take advantage of social media
It is important to note that following the abovementioned Nielsen research 43% of Hispanics say they’re most likely to find new brands or products through social media, which means that popular social media platforms like Facebook, Instagram, and Twitter are an excellent medium for reaching and connecting with this segment.
Social media plays a vital role in the average Hispanic consumer’s customer journey or path to purchase. Hence, your marketing mix needs to include social media and find creative and innovative ways to take advantage of these platforms.
10. Highlight your brand’s social responsibility
Hispanic consumers value socially responsible brands — whether that’s supporting a local cause, making a positive impact on the environment, or fair trade practices. It truly doesn’t matter what it is you do, as long you show you care! For Hispanic consumers, this is key.
However, know that marketing to this consumer segment involves more than simply putting the message out there. Your brand needs to show how you are socially responsible; it’s about building an authentic brand purpose and seeing it through.
11. Be consistent!
Last but not least, be consistent! Having a Spanish website or running a few ads in Spanish is not enough. Consider the big picture: social media, customer services, in-store staff, equipment manuals, and more.
If you want to target the Hispanic market, you need to make sure your company can also render a great customer experience and feel represented within your brand’s culture.