If the Latino market in the United States were a standalone country, it would rank amongst the top 20 economies in the world. Latinos consume digital content like nobody else does in the US. They spend more time on social media sites and are more likely to own a smartphone than the rest of the population.
The Hispanic market is one of the fastest-growing market segments in the US with more than 54 million people. In 2015, their buying power is expected to surpass $1 trillion.
U.S. Hispanics accounted for 11%, or $2.2 billion, of total e-commerce purchases made across the United States in the first quarter of 2012.
According to the Pew Research Center report Closing the Digital Divide, between 2009 and 2012 the share of Latino adults who said they go online increased from 64 percent to 78 percent. This spike in technology adoption was largest among foreign-born Latinos and Spanish dominant Latinos.
How, then, do you need to engage in conversation with a desirable market of young, bilingual, bicultural, and hip customers?
All success stories in the field of Spanish content marketing have one point in common: user-generated content via technology. In-language discussion spaces encourage users to share information that help other shoppers make the buying decision.
- Telemundo and Mashable have joined forces in a new Spanish-language content hub. Borja Perez, Telemundo’s senior vice president, said about the deal that “by co-creating with industry and advertising leaders, Telemundo can positively impact consumer needs while creating enhanced value for all partners involved.”
- Kraft Foods’ last content marketing program is based on the evidence that budget-conscious consumers, along with Hispanics and Millennials, are three groups that have “a ton of overlap”. Twist That Dish (with both English and Spanish versions) consists of content that inspires consumers to share back, as a very effective way to drive people to the hub.
- Sherwin-Williams launched in 2014 an online Spanish platform focusing on the Hispanic audience. The paint company, very aware of the spike in technology adoption among Latinos, wants to connect Hispanic paint and color professionals, homeowners and designers in their own language. Their content hub integrates the new Spanish site with Sherwin-Williams social media accounts.
- La Conexión (The Connection): a centralized platform for Spanish-speaking sports fans created by ESPN Deportes. The network’s main goal is to “offer unprecedented fan interaction with our top talent and shows”. Ford Motor Company is their exclusive media sponsor. When given the opportunity, Ford’s Dave Rodriguez doesn’t hesitate either: “We are excited to be providing Latino sports enthusiasts with an opportunity to engage with their favorite sports announcers and programming on ESPN Deportes.”
How to Build Engaging Content
Reader’s interests go first. People do love to read content that solves a problem for them, or that shares valuable experiences or information. So, first of all, you need to build personas to better target your content marketing, and then you find actual people and see what content they are sharing on social media. Equipped with all data resources you can gather, you are now ready to make your numbers into a story, and the story into a compelling conversation.
What kind of conversation do US-based Hispanics want to have? If something defines that segment, it is diversity. But they share at least one important trait: more than eight in 10 Latino adults say they speak Spanish. If you manage to use a language that makes them feel like you really know them and want their business, you will be closer to success. A recent study by Common Sense Advisory found that 56% of consumers say that the ability to obtain information in their own language counts even more than price in finalizing their purchasing decision.
Why Translation Is a Must
The US comes second in the rank of countries with most Spanish language speakers and it is bound to move up to the first slot in the not-so-distant future. The share of Hispanics who speak Spanish doesn’t seem to follow the same pattern of decline as other non-English languages, such as Italian, German or Polish. A 2012 Pew Research Hispanic Trends Project report showed that 95% of Latino adults considered it important that future generations of Hispanics speak Spanish.
It’s important to localize not only the language, but the approach as well, especially when outreaching to influencers. It goes without saying that in personalization quality matters, which in this case means that attention to detail and to diversity matter.
Translation software can help you manage both quality and complexity. Multilingual content marketing platforms improve quality by focusing on the whole translation process, not just language. They also offer custom translation workflows that will allow you to use different translation providers, employ internal reviewers or combine third party and in-house resources. All you need is to start a conversation.