The US is now the second largest Spanish-speaking country in the world, just after Mexico. The Hispanic population is growing as well. By 2060, it is expected that Latinos will make up more than a quarter of the U.S. population, and over 1 in 4 Americans will be Latino. Over the past 6 years in the USA, Hispanics accounted for 75% of all U.S. labor force growth. With a huge population and a rising economic force, Hispanics have become one of the main groups that economists, marketers, and advertisers aim at. But, are they resourcing the right marketing strategies to Hispanic consumers?
First off, let’s go over some concepts…
If your goal as a business is to target this ever-growing market, it is important to consider what marketing to Hispanic consumers means.
Hispanics and Latinos are not the same
When you don’t belong to either of these groups, it can be pretty easy to mistake one term for the other. But in reality, they don’t mean the same thing.
- A Hispanic person has Spanish-speaking origin or ancestry, including Spain.
- Latinos are also Spanish speakers, but they only come from Latin America, like Brazil. (Brazilians are Latino but not Hispanic since they speak Portuguese.)
- Hispanic and Latino are often confused, but they are not the same. Spanish speakers are not all Latino, and Latinos are not all Hispanic
To create an effective marketing campaign, knowing who you are talking to and how to refer to them accurately is important. Spanish speakers are not all Latino, and Latinos are not all Hispanic.
The Hispanic community is a very diverse one
In Latin America, there are 20 Spanish-speaking countries, each with its own unique economic and social spectrums, meaning different dialects and cultural symbolism. Differentiating between Latino and Hispanic is not enough, you have to research the country or origin of your potential customers to speak the same Spanish they do. On the East Coast, many Hispanics come from Puerto Rico and Cuba, and on the West Coast, more are of Mexican heritage.
1️⃣ Invest in Digital Marketing to Hispanic Consumers
Did you know that the Hispanic community is a tech-savvy one? In comparison to other demographics, they are 41% more likely to connect with brands on social media.
It is quite important to focus on online marketing and social media; especially Facebook, since it’s the most popular social media platform among Hispanics. Be mindful of their social media habits, interests, and how they interact with brands.
Spanish SEO and Google Ads will also make a difference in the way Hispanic communities reach your virtual doorstep. A good digital marketing campaign can go a long way.
👉Learn more about Facebook ads for Hispanics here 👈
2️⃣ Be Aware of Generational and Cultural Gaps
In terms of online language preference, the Hispanic community can be divided into 3 categories: Hispanic-dominant, Bicultural, and U.S.-dominant.
- Hispanic Dominant (23%): This group mostly uses Spanish at home and in the media they watch. They usually come from another country and are 40 years old on average. They have lived in the U.S. for about seven years.
- Bicultural (31%): This group uses both English and Spanish at home and prefers English media. They are a mix of foreign and U.S.-born and are 34 years old on average. They have lived in the U.S. for about 22 years.
- U.S. Dominant (46%): This group mainly uses English at home and in the media they consume. They were born in the U.S. and are 37 years old on average. They have lived in the U.S. for about 36 years.
Offline, the proportions of these groups are different, with Hispanic Dominant being 52% of the segment, Bicultural 19%, and U.S. Dominant 28%
At the same time, Spanish is making a comeback among younger Hispanics. According to Forbes, 62% of Millennial Hispanics are reporting a high interest in the language, suggesting that it forms an important part of their identity.
Showing that you speak their language is very important for reaching Hispanics. You can use both Spanish and English in your campaign, even if your main audience is U.S. Dominant or Bicultural. English can be your main language, but adding Spanish words, sayings, and expressions will make you more appealing to Hispanic customers.
3️⃣Hire a Hispanic Marketing Team
For non-Hispanic people, it is easy to fall into stereotypes that may even be counterproductive to your campaign. The same can be said for inaccurate translations into Spanish. What better way to avoid these mistakes than hiring a Hispanic Marketing Team?
Marketing to Hispanic consumers is not an easy task, but a Bilingual Marketing Agency can take care of all your doubts and deliver a worthy Spanish marketing campaign. Think about this, there’s nothing Hispanics appreciate more than a brand that makes an effort to be inclusive with their culture.
At Alpha Co. Media & Marketing, we specialize in Bilingual Digital Marketing. We will help you and your brand target the Hispanic market accurately and efficiently.
