The Hispanic population is one of the fastest-growing groups in the United States, representing an important consumer segment for any business. However, marketing to them isn’t as simple as it may seem. Some companies have tried using traditional marketing approaches that don’t resonate with Hispanic consumers because they fail to understand their needs and wants.
The good news is that this article rounds up six tactics proven to help you market to this group successfully. They are:
1. Use Bilingual Marketing Materials.
Hispanic consumers often prefer Spanish-language ads over English ones because they feel more comfortable with the language they are more familiar with. This doesn’t mean that you have to translate everything into Spanish—providing bilingual materials can go a long way toward showing them that you care about their needs and wants.
For instance, you may partner with a translation agency that can help you with English to Spanish translation in your marketing campaigns. You can then offer these materials on your website or social media channels so that potential customers can download them for free. This way, you will reach out to the Hispanic community and build customer loyalty by offering helpful information.
2. Participate In Events That Celebrate Their Heritage.
Hispanic culture is rich with celebrations and traditions that can be used in marketing campaigns. During these month-long events, businesses can participate by hosting events such as festivals or community gatherings where they can provide information about discounts or special offers for Hispanic customers.
For example, Cinco de Mayo is an annual celebration of Mexican Independence Day, which takes place on the fifth of May every year. You can use this as an opportunity to promote your authentic and culturally relevant brand by hosting parties or offering discounts during the holiday.
3. Leverage Culturally Relevant Messaging.
Compared with other consumer groups, Hispanics are more likely to want products that reflect their culture and heritage. Your messaging needs to be relatable and authentic for your brand to resonate with this audience. Remember that what resonates with one person may not resonate with another person from the same culture or background. take the necessary steps and do your research before reaching out to them so that you can leave a positive impression.
For instance, if you’re marketing a seasonal product, such as Halloween costumes or decorations, consider using a local Mexican restaurant as a sponsor. This will be especially effective if the restaurant has an established relationship with the community and is known for its authentic Mexican cuisine.
4. Focus On Family-Oriented Brands.
Hispanics tend to be family focused; they always put their families first. They also have larger families compared with other races. Marketers should consider how they can appeal to Hispanic consumers as family members or individuals within a family unit when targeting this group.
For example, marketers of household products such as detergent, paper towels, and toilet paper can benefit by focusing on how the products are used in everyday life. You should tailor the images on the packaging toward Hispanic consumers through family photos and words that resonate with this group, such as ‘family’ or ‘home.’
5. Adopt Spanish Voiceover In Your Ads.
If you want them to listen to your ads, it helps if they understand what you are saying. Hence, an effective way to market to Hispanic consumers is using a Spanish voiceover in your ads. This is because Hispanics prefer to hear things in their native language.
To get the most out of your campaign, make sure that there are no distractions from the main message. Use images that are easy on the eye and go well with the voiceover.
6. Offer Free Shipping On Orders Placed Online.
If you’re selling online, you might want to offer free shipping. This is a proven tactic for attracting Hispanic consumers and their families. Hispanic consumers like online shopping because they can avoid any potential language barriers. In addition, they like free shipping because it saves them money on gas and other expenses associated with driving to the store. If your company offers free shipping for all orders placed online, this will be another advantage over competitors who do not provide this service. Guaranteeing free returns on online products can also help you attract Hispanic customers interested in purchasing from your company but might need more confidence in the offerings.
Remember that marketing to Hispanic consumers is a collaborative effort. Achieving your goals with the Hispanic market will require much time and effort. Hopefully, after reading this article, you have gained insights on effectively reaching out to Hispanic consumers and boosting your marketing campaign.