In this episode of Hispanic Marketing Radio, host Hernan Vazquez explains why creating marketing content in Spanish is crucial for reaching Spanish‑dominant Hispanic consumers. He cites the 2011 National Hispanic Consumer Study, which found that 50% of Spanish‑dominant Hispanics feel respected when a company advertises in Spanish, and 54% are more loyal to brands that do so. Vazquez argues that emotional connection, achieved through Spanish language advertising, drives action and loyalty. He discusses the media mix—traditional radio/TV and especially social platforms like Facebook and Instagram—used to reach this audience. He shares a case study of a digital marketing agency that had to hire bilingual salespeople, account managers, and media buyers because 30‑40% of leads were Spanish‑only. He emphasizes that Spanish advertising strategies differ from English ones and can give brands a competitive edge. Finally, he invites listeners to apply for his consulting services at hernanvazquez.com/apply.
Chapters
Hey everybody, welcome to another episode of Hispanic Marketing Radio with Hernan Vazquez. I'm your host, Hernan, and today I wanted to tell you guys a little bit about how important it is to put out content in Spanish if you want to reach more of those Hispanic consumers that I— that are waiting to be served with your products and services and what's going on behind the scenes of these communities when it comes to putting out content that is really relevant for you. So I think it was on last episode when I talked about what happens if you just translate your content and how is that not enough and the reality and the reality of the copywriting world or the marketing world rather where you need to emotionally connect with your audience if you want them to take action. All of your content should be aimed for people to take action. And how do you do that? Well, you connect emotionally with them so that they will be able to be inclined to buy your products and services. But something funny and something really interesting that I was reading about today is that according to the Experience Simon's Summer National Hispanic Consumer Study of 2011, 50% of Spanish dominant Hispanics, meaning people that speak mostly Hispanic or mostly Spanish in their house and, you know, on their whereabouts, agree that something really important, which is this: when I hear a company advertising in Spanish, it makes me feel like they respect my heritage, and want my business. Let me say this again. When I hear a company advertising in Spanish, it makes me feel that they respect my heritage and want my business. And on the same study, 54% of Spanish-dominant Hispanics feel much more loyal to companies that show appreciation for our culture by advertising in Spanish. And when it comes to advertising in Spanish, you have a lot of options, right? You have the traditional means, which is like radio and television, but also a lot of Hispanic consumers are on social media. So if you can combine these different sources of traffic, these different sources of potential customers, and also combine that with the fact that you're advertising in Spanish, from the emotional connection perspective, your brand and your business immediately becomes more attractive to these communities, immediately becomes more attractive to these people. That means that you can win their business while your competitor is not. So for instance, I'm consulting with a client right now and I'm helping them build an agency. And one of the things that comes up all the time is that we are doing a lot of lead generation for the agency. It's a digital marketing agency. We're doing a lot of lead generation for the agency. And we had to actually go out there and hire Spanish-speaking or bilingual salespeople, bilingual account managers, and bilingual media buyers, which are the people that are, you know, implementing all of the advertising for the agency. And the reason why is because we're seeing that a lot— and by a lot, I mean at least 30 to 40% of the leads that are coming in— they only speak Spanish and they want to advertise their product and services in the US in Spanish. So in order for you to do that, you need to understand how the language works how people communicate, and how attractive your mark and your, your business can be if you decide to go ahead and start creating advertising strategies in Spanish, which are not necessarily the same advertising strategies than in the English language. They are a little bit different. They're heavy, heavy on social media, for instance, Facebook and Instagram predominantly. And based off of that, your brand will become much more attractive to these communities, and that is something that your competitors are potentially not doing. So if you want me and my team to help you out planning out a strategy to reach these Hispanic communities, go to hernanvazquez.com/apply. That is hernanvazquez.com/apply. You will be able to fill out that little form and then my team will reach out to you. We'll have a short conversation and see if we are a good fit and then we'll go from there. Hope you have an amazing week. If you have any questions, feel free to reach out and see you guys soon.
