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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
Tips for Marketing to Spanish Speakers
Marketing in another language can give your business an entirely new scope of customers. When people hear advertising in their own language, they are much more likely to sit up and pay attention to something they otherwise would have just ignored. How many clients are you currently missing out on because they speak Spanish either as a first, second or even third language – and your business does not? Here are some tips for marketing to Spanish speakers.
Find a Native Speaker
First, you should find a native speaker or advertising team who specializes in Spanish to come up with the details that make your ad. If you already have a concept in mind, be sure to discuss with the team – or you can rely on your advertising team to come up with the concept for you. As long as you find one that specializes in Spanish.
Find a Proofreader
Once you’ve put your advertisement together, we’d recommend that you hire a professional proofreader in addition to your first advertising team, just to ensure the piece is perfect if you don’t happen to speak Spanish yourself. If the proofreader gives the advertisement the go-ahead, then you’re ready to take it to a group of test viewers or readers and find out if the ad would convince them to buy the product.
Advertise on the Right Platform
Think of the clients that will be buying your product and ask yourself if you’re using the right platform to advertise to them. You shouldn’t just think of what language they speak, but also take other factors into account – like their income level and age. Just who do you want buying your product? With this in mind, think what would be the best platform to reach them on – sometimes, it’s a local Spanish newspaper, other times it’s a newletter online catering to younger, technologically apt people. It all depends on who you are trying to market to.
Relate
Successful advertising captures the attention of your clients immediately, and from there they want to see an advertising or marketing campaign that they can relate to on a personal level: People buy things not just because they like the ad, but because they can draw some kind of parallel line between what they’ve experienced themselves and what your ad is showing them. If you can make them think, “I’ve felt like that, so I could use this product!” then you have created a relatable ad.
Understand Spanish Culture Better
If you want to advertise to a mostly Spanish speaking market, you will have to keep the area in mind too – and pay some mind to Spanish culture. Ask some Spanish friends about what makes their culture tick: Some people will say the food, others might say the music. Almost every culture and part of the world has something unique to it – and understanding these aspects means that you can be sure you that you really speak to your viewership instead of offending the lot of them by accident.
Avoid Quirks
While understanding culture in an advertisement, you don’t have to make an explicit reference to culture in your ad for it to work. Avoid quirks. Avoid stereotypes. Avoid your portrayals of what you think Spanish people are like: This is the closest way to irritate your possible viewership and clients.
Practice
Marketing to Spanish speakers means that you and your employees will have to be ready to deal with clients who want to be served in Spanish. So, make sure that you practice so that you soon get better at Spanish yourself: Your clients and staff will both appreciate the effort!
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