How to Expand Your Audience to Include Spanish Speakers

If you’re an online business owner or a marketing professional looking to reach out to a wider audience, you must consider selling to Spanish customers.

Now, you may ask, why Spanish?

Almost 560 million people around the globe speak Spanish, making it the second-largest native speaking population in the world, after Mandarin.

Inclusive marketing is a marketing strategy used by businesses to market to other languages and cultures. It’s not only a smart choice but has become necessary if you want to grow your business.

Today, everything about businesses is becoming multilingual. From customer service to brand signages, including other languages in your marketing strategy has become part of the game. If your brand does not include other cultures and languages, it will soon be left behind.

However, before starting your Spanish campaigns, it’s important to understand that to attract a Spanish audience, it’s not simply just a matter of translating your website text to Spanish.

If you’re looking to sell your services or products to the Spanish population, you must understand the cultural nuances and differences.

 Expand Your Audience to Include Spanish Speakers

Here are a few things to keep in mind if you’re looking to market to the Spanish-speaking population.

Understand the Major Differences between Latino and Hispanic   

Hispanic is a term used to refer to people who speak the Spanish language. It’s also used to describe descendants of people who are from Spanish-speaking countries. In short, the term refers to individuals who speak a language similar to their predecessors.

On the other hand, Latino is a term used to refer to someone from Central America, Latin America, the Caribbean, and South America.

So, the only thing to remember is that Hispanic refers to a group of individuals who speak Spanish, while Latino refers to people based on geography. It is important to understand this distinction if you’re looking to target or sell to the Spanish-speaking population.

Localise the Language

Millions speak Spanish, but you must understand that it varies from country to region and even differs from region to region. Of course, it is difficult to localise your marketing content to fit every regional variation. So, when developing a marketing strategy for Spanish audiences, you must use localisation services to look at the major regional differences.

It might not be cost-effective to incorporate all such differences. However, broadly localising your content is a great starting point. When you localise a language that reflects the way people in a specific geographical region communicate, you’re more likely to build trust in your customers.

Consider Cultural and Generational Gaps

Another important thing to remember when trying to attract customers in Spanish countries is to always consider the cultural and generational gaps. Marketers and businesses often divide Hispanics into the following two groups:

  • Traditionalists: These individuals may not speak English fluently and consider their values and cultural traditions very important. So, if you’re looking to market your products or develop courses that teach in Spanish, then make sure to have ads that show these cultural traditions and values. Also, include dialects and idioms that are spoken regionally. Doing this shows your Spanish customers that your brand appreciates and understands their culture and values.
  • Millennials: They are second-generation Hispanics that are born in the United States. They speak both English and Spanish and have adopted the values and customs of both cultures. These people are born in the United States but still appreciate and respect their culture, heritage, and language. If you’re looking to market to this set of people, you must understand that they live in two worlds, so you must be able to bridge that gap. Your ads could be predominantly in English, but adding a few Spanish words or phrases is a good idea.

Never Generalise

You must understand that though the language is the same, you must be aware of the cultural differences—for example, the difference between Mexican Spanish and European Spanish people. It’s not possible to market to all the groups in the same way. So, never generalise your content when trying to reach out to Spanish speakers. You must ensure that your voiceovers, videos, and content are reaching all groups of Spanish speakers in the right way. Avoid generalising the Spanish audience as just one large group. It will be the fastest way of putting them off. If you’re not sure about something, it’s always important that you ask for help. 

Local Marketing is the Way

You must market like a local when trying to reach out or expand your audience to include Spanish speakers. You can use local phrasing, words, or faces to reach your specific audience. Another good example is using models or actors belonging to that specific country. This helps build a connection with your audience and shows them that you understand their values and culture.

An All-Inclusive Marketing Strategy

If you’re looking to sell your online courses to Spanish speakers, creating a professional Spanish landing page or homepage isn’t enough. You must be able to show this group of people that, just like your English-speaking customers, their concerns and inputs also matter. This means that you need to hire the right individuals to handle technical support or customer service to address the questions of your Spanish-speaking audience. Also, including live chat features and breaking down difficult concepts in your courses will help when trying to expand your audience to include Spanish speakers.

Are you ready to reach out to the Spanish-speaking population? 

Needless to say, whatever you do for your English-speaking customers, you must do the same for your Spanish-speaking audience as well. If you do not have the right people or budget now to make it happen, it’s best to wait for the right time before you jump into this aspect of the marketing game. 

Try out these small tips to convert your learners into your fans!

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