Social media has quickly become one of the top ways that businesses market their products and services. Many are also seeing the benefit of marketing to their customers in Spanish. And these days, companies are combining the two: social media in Spanish. Why? Check out these numbers… As of 2016, Hispanic buying power had soared to $1.4 trillion. This is up from just $495 billion in 2000. Of the 54 million U.S. Hispanics, 26 million are on Facebook, 12 million on Twitter and 9.6 million on Instagram. Prefer a visual? This infographic from Univision further shows the current usage trends of social media by Latinos, and why marketing to them can seriously benefit your brand!
So, what can your business do to make strides in marketing to Latinos? The answer depends on what social media networks you utilize to reach your customers. Facebook, Twitter, Instagram and blogs are outstanding resources for Latinos looking for information on products and services. Many will want to have more information before making an informed decision about a purchase, and preferably, in their primary language. Therefore, the first step is to know where your target customers hang out.
Second, once you have an idea of the platforms you’ll utilize to reach this population, consider the ways in which you’ll market your business to Latinos or other ethnic populations. Trivia, giveaways, reviews by bloggers and consistent outreach via social media platforms will allow you to begin to form a strong relationship between you and your customers. Language is the first step, and it’s vital to getting it right. Proper translation of your materials is critical to making sure your message is received in a positive way. Along with translation or transcreation of your materials, knowledge of trends and culture will take you even further.
Finally, a key for future growth is tracking the return on investment (ROI). Are you noticing a positive response on your Spanish–language Facebook page or Twitter feed? Do you have more followers on Instagram due to publishing images that capture the attention of a Latino audience? Which posts or images are most engaging among your target audience? Once you evaluate what works for your business, keep doing it! Consistency and relationship building is key in reaching consumers in their own native language.
Still need more information? Check out our 4 Translation Mistakes to Avoid in Marketing in a Foreign Language or listen to our Interview with an Expert with Natasha Pongonis of Nativa (formerly Social Media Spanish and DK Web Consulting). Natasha mentions the types of social media marketing campaigns most requested by clients, as well as 3 tips for companies to reach Latino consumers. We work with Natasha and her team on client projects, so if you have any questions for us, please send them our way!