The US is known as the land of opportunities. Most people from other countries come here in pursuit of a good education, better earnings, and a decent lifestyle.
This means that you will find immigrants settling here from everywhere. A mixed culture, where people appreciate and love each other as well as their differences. Consequently, the US becomes a hotbed for new business ideas.
Regardless of where you live, you can easily analyze and appreciate the creative business ideas, their plans, and other details. Moreover, the US business infrastructure fully supports small businesses, making it one of the best countries to take the first step.
Apart from this, the multicultural and multilingual environment helps every business find its right audience without feeling any setback. So, if you are a small business making products for the Hispanic audience, or if you just want to broaden your audience by adding the Hispanic audience to your customers, keep reading.
Here’s how you can promote your business to the Hispanic audience:
1. Customer Support
Customer support is often overlooked when it comes to marketing. In fact, most businesses think that it is a post-purchase strategy to help the client. However, in reality, good customer support can boost awareness about a brand and help the customer know their value throughout the entire journey, from start to finish.
As a business, if you are aiming to attract Hispanic customers, launching a Spanish customer support is ideal. Multiple US brands are already using this strategy, and it is helping them earn trust and a lot more sales from their audience. Spectrum is a great example in this regard. The service provider has a dedicated 24/7 Spectrum Servicio al Cliente that is providing value to their Hispanic customers by offering support regarding internet service in their preferred language. Customers can sign up for an internet plan, upgrade to a high-tiered plan, pay their monthly bills, etc. all through this support.
2. Multilingual Content
In the case of marketing, content is considered the king. From the words you choose to the tone you pick, everything is considered vital for the brand. In fact, the tone and formality also help the customers understand the target audience. A slightly younger audience generally likes less formal and humorous content. On the contrary, if you are targeting a mature audience, your content should be more formal.
Similarly, when you are trying to target a multilingual audience, your content should be multilingual as well. In case you are trying to reach out to the Hispanic audience, make sure your content is in Spanish. This will help your audience understand your content better. However, keep in mind that if your audience is Hispanic-American, choosing fully Spanish content might not be the best idea. Instead, it is much better to pick Spanglish (a mix of English and Spanish).
3. Online Representation
For any brand or business to survive in this digital world, a strong online presence is very important. In case your business is lacking in this department, you will eventually realize its impact. So, to avoid this issue completely, focus more on strengthening the online presence of your business. Try using major online social media sites, where you can post about your business. Also, make sure to run ads targeting your desired population.
One of the best approaches for online representation is the omnichannel experience. Rather than choosing just one platform and depending on it fully to promote your brand, it is a much better idea to work on multiple channels.
Posting content on multiple channels will broaden your horizon. It will eventually help you target different audiences from each region, age, and from different background.
4. Cultural References
Cultural references play a key role in helping a brand establish itself with its desired audience. For instance, if you are a brand trying to target Asians, you can hire models from an Asian background, use their language and cultural references to make it more relatable to the audience. Even the biggest brands use this strategy and design different ads for different parts of the world.
For instance, Coca-Cola is known for its hyper-specific cultural ads. The brand crafts stories based on cultures, religions, and events. So, for Muslim majority countries, they usually focus on Eid celebrations, for China, their focus is on Chinese New Year, and for Christian-majority countries, they highlight the importance of Christmas. These cultural references are often tied to emotions and help people relate the product to different feelings.
5. Collaboration with Hispanics
In the world of digital media, collaboration is one of the best ways to earn more eyeballs. As a small business with limited clients, it is better to hunt down other businesses and influencers who can possibly have your target audience. For instance, influencers working in the health niche can be ideal for health supplements or fitness-related gadgets, or influencers in the lifestyle niche can be ideal for beauty and lifestyle-based products.
By collaborating with these influencers, your business can reach a much wider audience organically. Moreover, most collaborations eventually result in long-term business propositions, creating a win-win situation for both parties.
Simply put, small brands often struggle with marketing, especially when they have a multicultural or multilingual audience. The above-mentioned tips can help businesses reach out to the Hispanic audience.
