Celebrating the Hispanic culture

Spanish SEO provider Hispanic Market Advisors offers five (5) ideas to consider on how to celebrate diversity and honor the Latino culture:

1. Acknowledge your Hispanic employees for their contributions 
2. Integrate diversity into your business
3. Join Hispanic Organizations and Minority Business Programs 
4. Establish strategic partnerships with Multicultural Agencies
5. Communicate to your stakeholders why and how your business embraces diversity

Read the entire article: Hispanic Market Advisors and Hispanic Heritage Month

Celebrate Hispanic Heritage Month!

Hispanic Market Advisors helps Beauty by Design expand its practice reach

Through English to Spanish Website Translation, Spanish SEO, and bilingual PPC efforts, Hispanic Market Advisors helps Beauty by Design expand its practice reach…

Multiculturals growing in importance to brands

During the #mobilecultural 2.0 presentation last Thursday at IAB - NYC, we learned how Social, Local and Mobile are converging in Multicultural Marketing. Learn more here, watch live streaming online.

Did you know that 86% of retail growth within the next 5 years will be driven by multicultural consumers?

Another important note is that Ad spending on Hispanics grew 11% from 2011 to 2012, compared to 3% growth for other segments. Check the slide below that was a screenshot taken during the presentation at the Interactive Advertising Bureau, NYC.

The Growth of Multiculturals in US

How far have we come from 2011 when Nielsen published the study "Women of Tomorrow US Multicultural"?

Optimizing Spanish websites for the Latino market

During a session at last year Hispanicize event in Miami, Sebastian Aroca (@HispanicMarkets), Owner of Hispanic Market Advisors®, along with other experts in Spanish SEO/SEM, PPC, and social media, outlined some strategies and tactics for optimizing Spanish websites for the Latino market that is Spanish-preferred. 

In this case study below, you’ll be able to see how some of those strategies and tactics were applied to the site www.fitzgeraldlawcompany.com/espanol/ for the Boston Immigration Attorney, and what lessons we can learn from the study.

[Check Hispanicize 2014 Dates]

3 Steps to a Successful Online Hispanic Market Strategy

In the Western economies, the Hispanic community is the fastest growing demographic both in population numbers as well as disposable income. Any business that is looking to build and expand a sustainable customer base in the current business landscape must take the Hispanic community into account.

Below are three steps that every business can take to engage the Hispanic community.

One - Content is king.

Make sure that your website is full of content that is relevant to the local Hispanic population. New consumers must see your brand as an expert within your industry before they will trust you enough to purchase your product.

Even if you do not have the time to create original content, there are many different ways of aggregating data from other websites via RSS. This will also allow your content to come pre-vetted from sites that have already proven their relevance within the Hispanic community.

Not only will keeping up with news help your brand be seen as an expert, but it will also make your site dynamic in nature. Dynamic sites are much more likely to be picked up by the major search engines and maintain their positions within the top search listings.

Two - Keep your websites up to date and dynamic.

Make sure that you publish all relevant material in a timely fashion. In order to be viewed as an expert, you must stay out ahead of the information curve. Ideally, your company will be adding new information to the timeline of your industry. However, if you must aggregate data from other sites, make sure that you are one of the first websites to post the news and information. If you have content in Spanish, you may want to consult with a Spanish SEO agency.

You can ensure exclusivity by cutting deals with news aggregators to distribute news first if your website is popular enough to give them an audience. However, even if your website is just starting out, if you have access to a good copywriter, you can create original content by repurposing articles in a specific voice.

Three - Promote your website through proper distribution.

Once you have solidified your website as a center for information, you can begin to distribute your information outward via social media and tastemakers within your industry. This is where personal relationships come in quite handy.

The more exclusive your information when it is distributed, the more attention it will receive when it is placed on a major social media site such as Facebook or LinkedIn. However, do not gloss over the smaller, more precise social networking sites that are focused directly on your industry. Often, these are the websites that allow you to most directly access the tastemakers of your industry and solidify yourself as an expert in the field. These are also the websites where simply conversing with the clientele will work best rather than a hard sell.

Many companies are investing in a specialized social media employee that does nothing but create a conversation with potential clients and tastemakers online. This is a great way to build positive PR that can eventually send the reputation of your company viral in the Hispanic community.

LatinVision interview with Sebastian Aroca

This is a LatinVision interview with Sebastian Aroca, Spanish SEO specialist and founder of Hispanic Market Advisors. [published on April 9, 2013]

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Sebastian Aroca, Owner & Founder, Hispanic Market Advisors®

What do you need to be an entrepreneur?
To be an entrepreneur, one needs many virtues and qualities. Among some of the most important for me are (listing four pairs): initiative & commitment, creativity & integrity, determination & focus, and perseverance & assertiveness.

What did inspire you to start your business?
United States is the country of innovation and opportunities, if not here where else to put an idea into motion and start a business? Three things inspired me to start my own business: 1/ the ability to create what I want as a way of self-expression, 2/ the ability to grow at my own pace, 3/ the access to valuable resources for start-ups and small business owners (SBA, Score, Chambers of Commerce, organizations supporting Minority-Owned Businesses, etc)

How did you finance it?
I founded Hispanic Market Advisors ® in 2007. I started translating websites from English to Spanish in the computer labs of Florida International University, in Miami. With a simple desire to grow a niche market by helping brands and small- and medium-sized companies connect with the online Hispanic market.  Six years later, Hispanic Market Advisors ® provides translation and search engine marketing services (Hispanic search engine optimization + paid search engine advertising), to both the private and public sectors, and we remain committed to expanding the company gradually and organically, never sacrificing quality for the sake of profits....
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Read entire interview

English to Spanish Translation: 3 Pitfalls to Avoid

Having a Spanish translation of a website (*) site offers a variety of benefits to business owners and entrepreneurs. For one, individuals who decide to go this route will be able to target an even larger pool of potential clients because there is an ever growing Spanish population in the United States, (for the purpose of this article, we will not count Latin America and Spain). Second, as products and services become available to a whole new niche market, this can result in an incremental source of revenues to those innovative businesses that learn how to connect and engage with this audience. Our experience in managing online Hispanic marketing campaigns for clients has taught us that when creating Spanish translations of a site, it is critical that three pitfalls be avoided in order to ensure that this effort is successful...

Read entire post:  3 Pitfalls to Avoid When Translating a Site to Spanish

Are You Getting Your Share of the U.S. Hispanic Market?

Every 30 seconds, a Latino turns 18 years of age in the United States. This remarkable statistic highlights just how explosive the U.S. Hispanic market has become, and why advertisers simply can no longer afford to ignore it. According to the Association of Hispanic Advertising Agencies, there are 52 million Hispanics in the U.S., who now represent one in every six Americans, and encompass the largest minority segment in the country. Their estimated purchasing power is an impressive $1.2 trillion, a number that is estimated to increase to $1.5 trillion by 2015 according to the same group. Hispanic owned businesses are projected to grow to 3.16 million this year reports Geoscape. And, it is clear that these impressive growth trends will continue unabated into the future.

The 10^th Annual Hispanic Fact Book published by Advertising Age in July offers more compelling reasons for advertisers to pay attention to this burgeoning marketplace... Read more: Are You Getting Your Share of the U.S. Hispanic Market?

En FranquiciasHoy.com están las mejores oportunidades de franquicias en México

¿Quién es FranquiciasHoy.com? FranquiciasHoy.com es el sitio en línea más importante de Franquicias y Oportunidades de negocio en México. En el portal, encontrarás información de las mejores y nuevas franquicias disponibles en México.

 

Para mayor información, visitar www.FranquiciasHoy.com

Using Content Marketing to Reach Hispanic-Americans

While creating exceptional quality content has always been important on the Internet, content marketing has now changed into a method that is used to facilitate brand building and establishing a strong online presence. Content marketing refers to the practice of creating content that is interesting enough to the reader that he will want to share it with others across a wide array of websites and social networks. Content that is created for the purposes of marketing a business must consist of not just text articles, audio files, videos and photos must also be included.

When marketing to the Hispanic Americans, it is important that the content that you use will be able to speak to these people and get them interested in what you have to offer. Some suggestions that your content can focus on are topics that concern the family living of those in this country or current events that people of Hispanic origin will find interesting. It is also crucial to include Spanish terms whenever possible and photography that will appeal to Spanish readers.

Regarding whether or not to create content that is in Spanish, well, that will all depend on who your audience is. Refer to this SEOForums.org article under the section The Importance of Language in the United States and Latin America. The way that I suggest you can find out what type of content to create is to get to know your targeted audience better and then visit their online hangout spots to speak and chat with them. In 2011, Geoscape and Savvy University conducted a study that proves that there are a number of Hispanic people on a spectrum of acculturation levels. Since this is the case, it is crucial that you know your audience well before attempting to market to them.

To provide a good illustration as to how this works, let's say you want to target Hispanic youths who are second and third generation United States Hispanics. To target people in this group, you will want to market using social networks, videos and blogging. It is also okay to use English with this crowd. If your audience consists of first generation Hispanics, then you will want to target them via the TV, radio and Internet using content in Spanish. Finally, if your audience will consist of people belonging to all acculturation levels, then you will want to create Internet content that is in both English and Spanish.

To learn about English to Spanish translations and Spanish SEO, please contact Hispanic Market Advisors via this online form.

Dispelling Misconceptions About Spanish Language Advertising

American marketers looking to reach out to a wider audience of potential customers and clients often look to the Hispanic market as a source of additional revenue and sales. While there is no question that this group represents a large potential source of revenue, it's essential for marketers to understand how to effectively reach such individuals through the use of Hispanic advertising. Many marketers mistakenly believe that advertisements used for the general public can simply be translated into the Spanish language, in turn allowing the advertisement to work as intended. Instead, marketers must take several different cultural considerations into account if they hope to make an actual impact within the Hispanic market.

The largest factors influencing purchasing decisions among Hispanics

One of the largest problems that plagues marketers who begin to make waves within the Hispanic market is that many of these professionals mistakenly believe that the largest difference between the general public and those who come from Hispanic backgrounds is the Spanish language used to communicate. One Hispanic Americans learn to speak English, those marketers tend to believe that the individual will be receptive to the same marketing campaigns and strategies used to reach the general American public. While the language itself no doubt plays a part of the identity of the individuals who make up the Hispanic market, it is not in fact the largest factor influencing purchasing decisions within this group.

Instead, Hispanics feel a sense of loyalty to their unique heritage and culture. Hailing from a wide variety of different backgrounds and geographical regions, the Hispanic market is composed of a varied group of diverse individuals who may possess certain perspectives or viewpoints that make the marketing campaigns used for the general public ineffective for these people. Beyond simply allowing some ads to be translated into the Spanish language and hoping that general advertisements in English will appeal to those individuals who speak it as a second language, marketers must instead work to develop campaigns and strategies that will work well within the Latino community.

Partnering with culturally aware marketers and ethnic-based agencies to reach the Hispanic market effectively

One way that many corporate marketing departments have managed to find success reaching the Hispanic market is by working in coordination with individuals who have in-depth knowledge regarding the unique cultural thread that makes up the fabric of this diverse group. These individuals may be able to take the existing messages and campaigns of a particular organization and find equivalents that would be able to reach the Hispanic market. In some instances, certain campaigns may be entirely off base, meaning new strategies will need to be developed for the Spanish language speakers.

Ignoring the cultural differences by not tailoring Hispanic advertising to the market is not only ineffective for corporations and small businesses alike, but it could potentially be interpreted as ignorant or offensive by the individuals who view such advertisements. Not only would this negatively impact a company's bottom line, but it could have far reaching impacts for the brand's image and reputation over the course of the long haul. It's important for marketers to be aware of these risks and work to craft marketing campaigns that are culturally relevant to avoid such problems from presenting themselves.

Understanding the multifaceted identity of the Hispanic market

No matter why a company chooses to begin marketing its products or services through Hispanic advertising, it's essential for such organizations to comprehend the multifaceted identity of the Hispanic market. By working with individuals who have experience with this segment of the population, campaigns have a better chance of increasing revenue and establishing brand recognition within the community. Not only must these campaigns take the Spanish language into consideration, but furthermore the concepts and ideas that are relevant to the community.

Dissimilarity Metros Hispanic in the US

If you are planning to start a Hispanic search engine marketing (SEM) campaign whether is PPC in Spanish or PPC in English using culturally relevant cues, you may want to refer to this table first. It will give you good insights about the Metro areas where the Hispanic population is large enough for you to add in the geographical reach of your ads. Dissimilarity Metros Hispanic

Mobile Marketing to Latinos in the US

Mobile marketing can be a very powerful tool in order to reach Hispanic customers. SMS marketing can send instant messages to a wide variety of Hispanic consumers. Small and medium business owners can easily create distribution groups, import customer contact lists, and build a SMS ready list that will enable them to keep customers informed of new products, services, discounts, or promotional information via text messages. Mobile Marketing for the Hispanic Market
More info: http://www.hispanicmarketadvisors.com/mobile-marketing-to-latinos

Quien es Espanol Seguros?

El sitio web de Espanol Seguros tiene como meta principal conectar a Latinos viviendo en Estados Unidos con agentes de seguros bilingues.

Para aquellos consumidores de origen hispano, a la hora de tener que asegurar su auto o casa, existen muchos elementos que no solo pueden encarecer o abaratar el costo de su seguro, sino que deben contener las coberturas que se necesita al mejor precio posible.

Por eso, aún cuando se le de un uso que puede encarecer el seguro de auto, por ejemplo, por otro lado uno puede beneficiarse con descuentos que quizás no conozca, y para los cuales califique.

La mejor idea es consultar a un agente de seguro certificado

Espanol Seguros puede ponerte en contacto con un profesional certificado de seguros de tu área y en tu idioma, a fin que puedas consultarle todo lo que necesites saber, y quien podrá conseguirte una cotización de seguros que sea la que mejor se ajuste a tus necesidades con el mejor precio posible. Si lo prefieres, puedes llamar gratuitamente al (877) 697-3487, te solicitarán los datos básicos y podrán comparar tu actual póliza con otras en forma gratuita.

Website: http://espanolseguros.com/
Seguros de auto: http://espanolseguros.com/seguro-de-auto/
Seguros de casa: http://espanolseguros.com/seguro-de-hogar/
Seguros de vida: http://espanolseguros.com/seguro-de-vida/

Hispanic-related hashtags

Ethnic/language/cultural:
#Hispanic
#Latinos
#bilingual
#multicultural

Organizational:
#latinamoms
#Latinabloggers
#ahaa
#FNL
#Belatino
#Latism
#hispz



Voting/politics:
#DNC
#gopprimary
#LatinosForObama
#latinovote
#IMMIGRATION

Department/areas:
#advertising
#marketing

Industry:
#Education
#Entertainment
#food
#foodnetwork

Demographics:
*state level*
#AZ
#FL
#TX
#NY
#CA
#IL
#NJ

*us hispanic metropolitan areas*
#LA
#MIA

*country level*
#mexico
#Guatemala
#colombia
#argentina

You don't see yours? Feel free to add it under comments... Thank you!

Quien Es Consolidated Credit Counseling Services?

QUIEN ES CONSOLIDATED CREDIT?

Consolidated Credit Counseling Services, Inc. es una organización que ofrece servicios de programas de manejo de deudas desde los principios de los 90s. Consolidated Credit es lider en la industria de la consejería de crédito y ayuda en las finanzas personales en los Estados Unidos a través de programas de manejo de deudas.



Servicios de Manejo de Deudas

Consolidated Credit Counseling Services, Inc. ofrece varios programas de manejo de deudas.

Deuda de Tarjetas de Crédito

Consolidated Credit Counseling Services, Inc. ha ayudado a más de 5 millones de personas con sus problemas de tarjetas de crédito, a tarves de sus programas de consejería de crédito.

Para mayor información, favor visite la página web http://espanol.consolidatedcredit.org

Becoming operationally ready to market to and support Hispanic web campaigns

Spanish web support through free hosting and direct translation services is not as simple as it may sound. The free services can lead to inaccurate translations especially when marketing to professional within the Hispanic community. The creation of a Spanish website should only be attempted after the hosting company is operationally ready to offer professional support to a Spanish Audience. This would include websites that are fully operational to Spanish speaking consumers and professionals who may find product/service descriptions difficult to understand. Making transactions easier for the Hispanic audience that are Spanish-language preferred or reliant by listing product descriptions and service links in Spanish will help consumers complete transactions for both products and services. A friendly and accurate Hispanic website will also sell itself within the Hispanic Community adding success to both short and long-term web marketing initiatives.

Multichannel Spanish Language Service Websites

The obstacles that exist in starting a Spanish website will appear quickly. The goal of accurately and efficiently reaching the majority of the Spanish speaking audience can be achieved by using a multichannel Spanish language services. The multichannel Spanish language service will allow the website to trend or rank which in turn allows consumers to easily access the website. Marketing initiatives or campaigns that target the online Hispanic market will require the use of a third-party translation service. The third-party transactions service will create properly worded content that is search-engine and directory friendly. The goal of a multichannel marketing strategy is to reach more consumer groups which should provide a broader customer base. Including Spanish language marketing materials and other target resources will help store-front business to build a larger Hispanic customer base, the broader the spectrum the better.

Operationally Integrated Websites Interface for Hispanic Consumer

The goal of becoming a on-line sales website begins by bridging the language barrier between English websites and Hispanic consumers. This will include being able to offer Spanish speaking customers support in their language. Being able to communicate effectively and efficiently with Spanish speaking customers will improve customer relationships and customer satisfaction. Happy customers means repeat business and increased referrals.

Helping Hispanic Consumers Assess Customer Service Options

Being able to provide customer service for Spanish speaking customers is important. Support through a telephone system may be difficult but not impossible. All consumers need a method to make comments, ask questions or to issue complaints. Being able to monitor these analytic data trends can help businesses improve customer relationships.

Building realistic resources before beginning an online marketing campaign is a critical first step in marketing to the Hispanic consumer. Understanding the needs of the Hispanic customer(s) and being able to provide customer positive customer service options to the consumer is also a critical step in having a successful marketing campaign.

Determine the available resources, the method by which these resources will be applied and measure the results of how consumers utilize these resources as a means to identify opportunities to improve customer relationships. Being prepared to meet the needs of customers is one of the best ways to ensure that consumers remain loyal.

So, what did you think of this post? Post a comment (good or bad) and if you liked it, please tweet or email about it!

Latinos Role in National Politics

With the reapportionment changes recently released by the 2010 U.S. Census, Latinos likely will play a larger role in national politics in the coming decade. Two states that gained seats, Florida and Nevada, have been key swing battlegrounds in recent presidential elections (having voted for the Republican nominee in 2004 and the Democrat in 2008). In both states, Latinos are a growing share of eligible voters.

The number of the Latinos eligible to vote continues to grow. Since 2000, nearly 6 million more Latinos have become eligible to vote. The bulk of this growth was attributable to the 5 million U.S. born Latino youths nationwide who turned 18 during this past decade. That translates into an additional half-million U.S. born Latinos coming of age each year-a pattern that is certain to persist, and grow, in the coming decades.

Source: The 2010 Congressional Reapportionment and Latinos

More Representatives, Better Business?

The news from the 2010 US Census is clear and impactful. The population is changing. According to this MSNBC report, for the first time in history California did not gain any seats in the House of Representatives and will maintain 53 seats, followed by Texas with 36 seats and New York and Florida with 27 seats each.

According to US Census Bureau data, six of the 16 states with a minimum of a half-million Hispanic residents have experienced positive population growth requiring additional seats in the House of Representatives. Eight cities with the top 20 Hispanic populations are within those six states, including Houston, Miami, Phoenix and Dallas. HispanicBusiness.com reports, “the average population size for congressional district is 710,767 people, up from 646,952 people in 2000.” Understanding the shift of the population southward and westward combined with the growth and revealing of the Hispanic population will positively affect a company’s identification of the Hispanic target market and their efforts to engage them.

Here are several guiding principles gleamed from the 2010 US Census reports and marketing industry best practices:

• The Hispanic population’s buying power is expected to surpass $1.2 trillion by 2011, according to the University of Georgia’s Selig Center for Economic Growth. Ignoring this source of revenue is simply unwise. Moreover, this market tends to spend more of its total income so an expended marketing dollar can generate a higher ROI. Efforts should run parallel to those put forth for the general population. However, a knowledgeable marketer needs to recognize whether the market is Hispanic. Juan Job, VP of Hispanic Markets at New York Life says, “we define a market as Hispanic if 50% or more of its customers are Hispanic. We have associates exclusively devoted to the Hispanic market in the following units: New York (two), Fresno, CA, El Paso, TX, Mc Allen, TX, Edison, NJ, Miami, FL and San Antonio, TX.”
• Create media units with a message around core Hispanic values that toggle between English and Spanish. Core values such as family, religion, sports and gender roles all play an important part of the Hispanic psyche. Impacting that consciousness requires an understanding of how those values line up and differ across subcultures. U.S. Hispanics report interacting with content in English and Spanish. Integrated campaigns will respect the deep sense of Spanish price Hispanics have but honor their shifts in education, socioeconomic status and the population’s large youth sector.
• Get to know the distinction and stability of the market. Regional populations differ. Persons of Mexican origin dominate the market; Cuban populations are largest on the East coast and concentrated in Florida, New York and New Jersey. Unlike the rest of the Latino population, Cubans in the US tend to be older. Puerto Rican populations are largest in New York, Massachusetts and Connecticut. Just as the Cuban market is affected by its unique welcome status under US immigration law, marketing to the Puerto Rican population is affected by their status as citizens and the ease of travel between the island and mainland. Creating an ad that appeals to all Hispanics would prove difficult; Mexicans, Cubans and Puerto Ricans speak different dialects and have considerably different tastes. Differences in idiomatic expressions, food habits and political leanings that follow local and regional populations should be incorporated into the successful, culturally relevant campaign.

Over 20 Spanish-speaking nationalities are represented in the U.S., each with its own cultural characteristics, traditions and values. The unique characteristics of this growing and young population withstand and respond to different marketing techniques. The successful campaign will not be a simply adaptation of one aimed at the white European market and will take into account the subtleties, regional differences and core values of the sub-cultures.

Sources:
http://www.msnbc.msn.com/id/40733820/ns/politics/
http://www.hispanicbusiness.com/politics/2010/12/21/us_population_308745538.htm
http://2010.census.gov/2010census/data/

Hispanic Market Advisors on facebook: Get updates on 2010 Census results

2010 Census: Winners And Losers

Interactive Graphic by the Associated Press - Click on the map

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An interactive showing the first release of 2010 census data, including state population figures, population changes by state since last census and changes in congressional seats over past decade and past century.

Credit: Associated Press

Source page: http://www.npr.org/2010/12/21/132209316/2010-census-winners-and-losers