Content Relevant to the Hispanic Market

In the realm of online content development for small businesses, content continues to be king. Concerning the Hispanic market, the presence of websites in both English and Spanish increases the marketability of a small business website, expanding into the mass of potential customers.

Dual language content increases 'findability' online, assuring both English and Spanish speakers will find, view, and be affected by the content on the website. Simply having the Spanish content in addition to the English, however, is not a guarantee that productivity will suddenly take an upswing. The content, in both languages, must be engaging, accurate, educational, and relevant to the customer. In the end, the website is only effective if the customer makes a purchase or engages in the business' services, or contacts the business by phone, e-mail, or in person to create a supplier-consumer relationship.

Developing content that goes beyond the purchase

Another overlooked facet of aiming web content to both English and Spanish speaking customers is going beyond the end result of the purchase. If a customer is so impressed that they pass on the information they learned or recommend someone else to use the business' product or service, then the website is even more effective. With the pervasive presence of things like social networks, one satisfied customer could quickly turn into ten, twenty, or even a hundred through content sharing, e-mails, and instant messaging.

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In that realm, it is important to develop content that not only informs but attracts the customer emotionally. Creating an investment in the product or service at hand makes it something in higher demand psychologically. Simply telling a customer that buying a product is good is not going far enough; explaining the reasons and negotiating with their way of thinking and lifestyle will lend to the best results for the customer and the owners of the small business as well.

Hispanic marketing with a Spanish-language website

Online, this is especially important, as the Spanish language website exists as something deeper than a television commercial or radio spot. It can be customized, revised, and edited with the feedback of customer responses, leading to more effective marketing.

Having content developed towards a Spanish speaking audience increases the potential number of customers and demonstrates that the small business is ready to address the reality of the current composition of society where English isn't the only language. While this might seem like a small step, the correct creation and management of Spanish language website content makes a statement about the business' willingness to interact with diverse customers and demonstrates a more personal connection rather than simply existing as a faceless business in the minds of customers.

Connect with Hispanic Market Advisors
* Follow Hispanic Market Advisors on Twitter
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* English to Spanish translation services, translate English to Spanish

Generating Leads in the Hispanic Market

According to U.S. Census Bureau estimates, the Hispanic population in 2009 made up almost 7% of the total U.S. population. The total population of the United States was 301 million people, of which 45 million were Hispanic. This community is a major force in the U.S. economy, and is continuing to grow each day. Any company would be wise to try and capture the attention of Hispanics, but how can they?

Values and traditions of Hispanics

First, it is important to understand the values and traditions of Hispanics. When designing and implementing a marketing plan, the content must be relevant to the consumer. Hispanic culture and tradition relishes the idea of family, festivities, siestas, and vacations. Like many previous immigrants, they are sacrificing the life they've known for a future that is uncertain. Hard work and long hours are slowly replacing past cultural and traditional values. Hispanics are working harder than ever to support their families and work toward the American dream. Any advertising geared to a Hispanic audience needs to address this battle, and applauding the people for their hard work and family values can go a long way.

According to the U.S. Census Bureau, 85% of the Hispanic population in the U.S. is high school graduates. They read and write in English. Additionally, 23 million Hispanics were online last year. More than 50% of this group was accessing the internet from web-enabled phones. From these facts, it is clear that any marketing plan devised for this group needs to have a five-part focus: television advertising, radio advertising, internet marketing, print ads, and a mobile effort. When it comes to language use, the campaign can be executed in English, Spanish or bilingual. It all depends on the level of acculturation of the population being targeted.

The influx of Hispanic immigrants into the United States is not slowing down. It is important to remember Hispanic populations in their respective countries. These are the people who are looking for the same "American dream" that their families in the U.S. speak of. Developing and maintaining an internet presence in these countries will establish a familiarity with your name or brand.

Strategize for success in your Hispanic marketing efforts

Once you have taken all of these factors into consideration, it is time to strategize. Hiring a Hispanic marketing consultant or a company that understands the nuances of the US Hispanic market can be of assistance. Having your Web content available in English and Spanish will maximize the likelihood of reaching the entire spectrum of US Hispanics. At the same time, using different mediums such as blogs, websites, social media, radio, and television will maximize the visibility on the internet by maximizing your search engine presence. In short, this company will have a wealth of resources to tailor to your specific marketing needs and will help you engage in a process of attaining qualified leads and turning them into real clients.

Keying in to the Hispanic market is a great decision in today's economy. Entrusting your Hispanic marketing strategy to a company who understands your audience and knows how to better reach it - in each corresponding geographical area - while maximizing your presence in the market at the same time, is a cost-effective home run!

Connect with Hispanic Market Advisors
* Follow Hispanic Market Advisors on Twitter
* Get updates from Hispanic Market Advisors on Facebook
* English to Spanish translation services - Translate English to Spanish

Lost in Translation

Walmart Employee: "Hello 'dis Walmarts, how can I help you?"
Suzanne: " I would like to order a cake for a going away party this week."
Walmart Employee: "What you want on the cake?"
Suzanne: "Best Wishes Suzanne" and underneath that "We will miss you".

(Source: email from a friend)

I could not stop laughing when I read that dialog and saw the picture! :)

Have you heard about the phrase "Lost in Translation"? Well, if this "lost in translation" occurs between people who are communicating with each other using the same language (in this case English), just pause for a second and imagine all that may get "lost in translation" in a message when there's an actual translation from one language to another (for instance, from English to Spanish or vice versa)!

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How many times or cases have we seen or heard when the translation does not properly address the target market? To remedy this situation, when translating your English website to Spanish, choose a partner that has expertise on that business. Otherwise, the added sales and profits from a Spanish language website could be lost.

Having your English website translated to Spanish requires the consideration of colloquial phrases and grammatical interpretation that is unique to an area. Many machine translation services will produce a generic result that gives the basic idea but misses the finer points. By using a language translation website that provides personalized service with individuals who look at each word and phrase, the smaller details are considered and the translation is focused on the targeted market. Spanish idiomatic expressions are not consistent across Latin America. Sometimes a small misinterpreted phrase or message can cause a potential customer to reconsider completing a business transaction.

So remember, as a small business owner who gains sales through the Internet, a good question to ask is whether translating your English website to Spanish will increase your sales potential. Most likely the answer will be yes particularly if the services offered by a reliable language translation website are employed.

For more information: Identifying your audience and delivering localized web content