In this episode of Hispanic Marketing Radio, host Hernan Vasquez shares his cross‑border experience working between Miami and Buenos Aires and explains why the Hispanic market—especially for business‑to‑business (B2B) services—is vastly underserved in digital advertising. He recounts how his agency, while providing Facebook and Google ad services, repeatedly encountered clients wanting to reach Spanish‑speaking audiences but lacking the internal capability to do so. To address this, Hernan trained Spanish‑speaking media buyers and account managers, creating a “match made in heaven” that enabled effective Hispanic campaigns. He emphasizes the importance of using the right language, copy, and emotional resonance in content to connect with Hispanic consumers. Listeners are invited to contact him via support@hernanvasquez.com or apply for consulting services at hernanvasquez.com/apply.
Chapters
Hello everybody. Welcome to another episode of Hispanic Marketing Radio with your host, Hernan Vasquez. And thank you for listening, by the way. Been having some people writing in, some people saying that they are liking the podcast so far. I'm sorry that I couldn't or I wasn't able to record this earlier, but I was in Miami and back in Buenos Aires, Argentina, my hometown, if you would. I was born and raised here, and I go back and forth the U.S. I'm lucky enough to work with people in the United States of America, helping them increase their reach, not only when it comes to Hispanic communities, but also when it comes to you know any pretty much any type of market out there, specifically on digital marketing. And what's funny is that when I was consulting down there, specifically in an office out in Aventura, Florida. One of the things that came up a lot is that we were building a digital marketing agency providing Facebook advertising services and Google advertising services to clients. And one of the things that came up over and over again was the fact that a lot of customers and a lot of clients were looking to target Hispanic communities. In fact, a lot of Hispanic business owners came to us. And funny enough, myself being there, I wasn't, or we weren't heavily growing the Hispanic branch of the company. And that was always funny to me because of the fact that, you know, I being, I was being, I'm being Hispanic myself and a lot of business owners down specifically down in South Florida. They had they had customers that only speak or spoke Spanish. So if you think about it, there's a big underserved population if you specifically if you're offering business to business type of services. So we were a bit a B to B agency. We were target small business owners all over the U.S. But since we were local to South Florida, the fact was that a lot of people. Come to us to actually ask us to run their ads in Spanish. So what we did was to go out there, and we were lucky enough to have a couple of media buyers, which are the people that are running the ads that I had to train and I had to manage, who could speak Spanish. And then we had a couple of account managers, which were the people that were in constant communication with the clients, also speaking Spanish. So it was a match made in heaven, pretty much. But that goes to show you that there's a lot of opportunity out there in the Hispanic marketing the Hispanic market, I should say. And specifically if you're doing business to business, if you're doing business to consumer, needless to say that there is a lot of opportunity out there. But if you're doing business to business, there's a big opportunity as well because business owners, they do have the need of target also Hispanic communities in the US, specifically in some specific states where there's a big, there's a big, Affluence of people. There's a lot of concentration of people with Hispanic families and whatnot. So there's a lot of opportunity there. So if you're not, if you're a business-to-business type of business, if you're offering services to other businesses, there might be an opportunity for you in the Hispanic communities, in the Hispanic market. Just refer to what we have been talking about. The past couple of episodes in the podcast, uh, in terms of, you know, targeting them with right social media content, targeting them with the words and the language that they will understand and that will connect with them emotionally from a copywriting perspective, from a content perspective and all that good stuff. And if you have any questions, feel free to reach out. Uh, you can reach out to support@hernanvasquez.com. Or if you want to work with me and my team advising you on how to get better reach on these Hispanic communities, feel free to go to hernanvasquez.com/apply. That is H-E-R-N-A-N V-A-Z-Q-U-E-Z. It's a last name from Spain, by the way. .com/apply. Fill out that little form down there and then we can get to talk and see how we can help. each other. I hope you have an amazing week. Talk to you soon. Bye-bye. Bye-bye.
