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.Read More
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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. Now, companies are combining the two: social media in Spanish. Why? Check out these numbers… According to a recent Nielsen report, Hispanic buying power is estimated to grow by 50% between 2012 and 2015. Currently, this population’s buying power is $1 trillion. Prefer a visual? This infographic from Nielsen further shows the current usage trends of social media by Latinos.
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. 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 get 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? 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 recently had the opportunity to interview Natasha Pongonis, Co-founder of Nativa. In doing so, we further realized the strong connection between our services at Accessible Translation Solutions and the great work she and her team do daily to improve client strategies for marketing to the Latino community. Listen to Natasha explain the importance going beyond the simple translation of marketing materials and connecting with Spanish speakers to build trust and improve loyalty among this client base.
NATASHA PONGONIS is the Co-Founder of Social Media Spanish and Director at DK Web Consulting. Natasha is a social media and business communications expert with extensive international marketing experience. She develops key content for many brands and Governmental agencies engaging the diverse Hispanic audiences through her understanding of communication between cultures, traditions, and regional variations of Spanish.
A native of Argentina, she has worked with companies in Europe, North and South America developing a strong sense of understanding companies’ needs and assuring brands’ relevant online presence.
Question: What is it about the Latino market that caused you and your business partner to open your company, Social Media Spanish (SMS)?
Question: Do you believe that marketing in Spanish will become more common in advertising, as companies begin to see the buying power of US Latinos?
Question: What types of social media marketing campaigns are requested most by your clients?
Question: What are three tips you have for companies who wish to reach Latino consumers but don’t know where to start?
Question: How much can companies expect to grow their bottom line by putting content and marketing campaigns in Spanish and “transcreating” their products to be attractive to Spanish-speaking consumers?
Contact Nativa for more information on the services provided by Natasha and her team of experts.