Hispanics make up nearly 20% of the overall US population today. So, if you are running a business and not marketing to the Latino population, you are missing out on 20% of the revenue potential.
Most business owners today, know and acknowledge these stats, which is the reason they actively market their products to Latinos. From laser focusing on the majority Hispanic areas to joining their communities online, these brands are trying hard to build a Latino customer base.
However, most of these strategies are outdated, ineffective, and can prove to be a complete waste of money.
If you are a business owner, thinking of targeting Hispanic customers, here are some simple tips that can help your brand build that will make Latino customers fall in love.
Use Their Language
First things first, focus on the language.
Unless you do not talk to Hispanics in their language, forget about tapping into their emotions. The majority of the brands in the US think English is enough, as most Latino immigrants have a basic understanding of it.
However, marketing is not just about letting an audience know about the product and its features. Instead, it is more about convincing people to make a purchase. Through language, you need to build a connection with the audience. This can be done by using common slang used by Hispanics, switching to Spanish language, or using Spanglish.
Another very good strategy is to make Spanish a part of the customer experience by offering easy access to Hispanic customers. For instance, Cox is an internet brand offering services within the USA. The brand has a dedicated Cox Servicio al Cliente en español so the Hispanic customers can easily communicate in their native language.
Integrate Family
Hispanics put the family at the core of everything.
From business to studies and even shopping, you will notice families making decisions together. Even when most Hispanic families go out to buy groceries or dine out, family choices are preferred.
As a business trying to appeal to the Hispanic audience, it is now more important than ever to show that your brand cares about family values as well. From using family images to using household languages in ads and stories that can appeal to the culture, the options are endless.
Businesses can also branch into different categories by using this strategy. For instance, Nike is a sports brand that mainly appeals to male athletes. However, the brand also has a good female following and offers shoes for kids as well.
Focus on Culture
Hispanics love cultural references. Amidst so much foreign content, even a small cultural reference by a brand feels like an unbreakable connection. This is the reason Hispanics actively seek brands that make them feel included. This can be achieved by using Hispanic imagery, trends, slang, and cultural references.
Most of the brands have already recognized this need, which is the reason even billion-dollar brands use cultural references.
For instance, Cheetos has collaborated with multiple Hispanic artists to market Flamin’ Hot Cheetos. Today, the brand has become a giant within the savory snack industry. Consequently, we see more Latino artists coming forth to endorse Cheetos.
Cheetos is not the only brand that has leveraged Hispanic culture to appeal to the Latino audience. Brands like Kellogg, Walmart, McDonald’s, Pepsi, Procter & Gamble, Target, and Nike have also used these strategies.
Inclusive Experience
Within a diverse population, inclusivity plays a very important role. This is the reason Americans fight for diversity and inclusivity in all walks of life. For businesses trying to appeal to a wider audience, inclusivity is one of the biggest challenges.
Within a diverse audience, inclusivity through marketing is nearly impossible. This is the reason brands try to allocate different channels to appeal to different audiences. For instance, within the automobile industry, bigger brands serving a wider audience divide their brands to cater to different audiences.
Similarly, most of the skincare brands can be traced back to the same manufacturer. Even celebrity skincare brands get their skincare products manufactured by cosmetic companies that are already serving within the industry.
Appreciate Feedback
When appealing to a lesser-knowledge audience with limited information, feedback plays a very important role. With the help of feedback, a company cannot just evaluate their shortcomings and improve them, but also get to know about the expectations of the customers.
Most of the big brands and franchises use the feedback model to gain information about their customers’ needs, requirements, and overall experience. Even billion-dollar brands like Amazon run mainly on reviews and feedback from customers.
The feedback also helps in establishing a relationship of trust, opening a route for open communication. Eventually, the company gets to work on the issues faced by the customer and comes up with a suitable answer accordingly.
Simply put, the Hispanic community might be growing in the USA, but they still seek a sense of belonging in the shape of language, images, cultural values, and more. The above-mentioned tips are ideal for businesses that want to do better within the Hispanic market.
