Do you know what group has grown to have a 1.5-1.7 trillion dollar spending power in the last year? We’ll give you a hint, they’re often overlooked when it comes to advertising, and are projected to grow in buying power by 50% over the next five years. Technically that was two hints, did you get it? No? We’re talking about the Hispanic market. Online marketing and search are finally taking off in the U.S and Latin America, and the time to get involved is now. We’ve found the eight best practices to win the Hispanic market.
One. How many people?
First, second, and third-generation, young Hispanics are very present online. They have a strong loyalty to their favorite brands and are willing to go online and speak their minds on social media. 22% of children under 18 in the U.S. are Hispanic, according to Pew Research. This number is expected to go up in the next 3 years. With an evident growth in the coming years, now is the time to begin tapping into the market and engaging people on the social media platforms where they are present.
Two. Does That Matter Though?
According to Google, 66 percent of U.S. Hispanics are more willing to pay attention to ads. That 20 percent more than the general online population. When applied to PPC ads, this is a massive potential for marketing that is almost untapped.
Three. What About Language?
Thinking about the young Hispanics we mentioned in the first section, most businesses would assume that Spanish would be the natural choice to target them for their ads. Research has proven that to be incorrect though.
Most Hispanics in the U.S. are surrounded by English stimuli on a daily basis. They are comfortable consuming English content online. This doesn’t mean that you should keep your ads strictly in English though.
Digital Hispanics are able to be completely bilingual online, and this is where culture comes in. When ads aim to include aspects of Hispanic culture, 88% pay attention, and 41% feel more favorable to the brand. By attempting to be more culturally relevant, you can appeal more to this demographic.
Four. Keywords And Communities
If you’re looking to be successful with AdWords, you need to know what matters in your local community. We suggest using the AdWords Keyword Tool to make up a list of relevant terms that you can use. If you’re looking for some examples, check out the most successful markets in Houston, Miami, NYC, Los Angeles and Chicago.
Five. Settings Settings Settings
Looking at the Digital Hispanics again, you do need to pay some attention to what language your ads are in. Or, more specifically, the settings you have. If for example, your customers search in Spanish, but their language filters are in English, your ads aren’t going to show. Or, if you’re looking to target Hispanics outside of the U.S., you might run into the same problem.
You can fix this problem with your AdWords settings by setting your account to target all languages. Another useful feature of the AdWords settings is the ability to go Audience > Demographics > Geo > Language. This will give you an idea of how many of website views are coming from a Spanish speaking audience.
Given how few companies are, as of yet, tapped into the Hispanic market, there is an advantage that few have noted yet. The average price of CPCs on Spanish language settings are lower than other languages. Now is the time to take note and make use of that.
Seven. On To The Future
As we’ve pointed out in other articles, more and more people are using their mobile devices to go online. The Hispanic Market is no different. In fact, they consistently index higher than any other demographic.
You already know that you need to have a mobile optimized website, because people make their decision to stay or go based on how long your page takes to load. You know that you need to have someone on your end that is available to take calls, reservations or orders from clients, because if they like your site, they want to reach out.
However, none of that is going to matter if you don’t ensure that your ‘Bidding Options per Device’ in your AdWords campaign isn’t set to allow mobile devices to get their share of the attention. If you want to target this demographic, you need to be certain that you are optimized and targeting mobile devices properly.
Eight. Final Points To Keep In Mind
Google has stated that 93% of Hispanics use Google as their primary search engine. With the buying power of 1.3T and growing, the low cost of CPCs, and the amount of people using Google, it’s a goldmine. That can be a bit mind-boggling and make it tempting to look before you leap. There are a few things to be aware of before you look to branch out into the Hispanic Market.
- Keep in mind that one size doesn’t fit all.
- If you want to be successful in your AdWords campaign, you need to prepare a solid strategy.
- You need to research the different communities you plan to reach out to, be certain of your translations, and your understanding of their culture.
Are you interested in learning more? Do you want to reach out to this market and tap into this goldmine before others do? Are you interested in learning more about marketing in general? Contact us today, we’d love to help you organized a solid marketing plan.