As the Hispanic population in the United States continues to grow, it’s becoming increasingly important for organizations to develop relevant marketing and communication strategies that resonate with this audience. According to 2020 Census data, there are 62.1 million Hispanics living in the United States, representing 18.9 percent of the total U.S. population. Cultural sensitivity, style, and tone are key when creating marketing messages for Hispanics. Let’s explore the significance of these factors key considerations to engage Hispanics.
The Benefits of Engaging with the Hispanic Market
Yes, we all know that DEI is a nice thing to do… but there’s an actual economic reason to engage the Hispanic population in the USA. Along with the fast-growing population, this segment is also very young, with a majority of Hispanics under 34 years of age, increasing their customer lifetime value if acquired early on!
Secondly, the Hispanic consumer has an annual purchasing power of over $1.5 trillion, and they tend to actively engage with brands online. This presents a valuable opportunity for companies to connect with this audience and build brand loyalty.
Key Considerations to Target Hispanics
To effectively engage Hispanics, it’s important to first understand WHO you are targeting- are they first generation? Spanish-dominant? Or 4th generation latinos living in the suburbs and speaking mostly English with some Spanglish peppered in? This will determine whether the message needs to be in Spanish. It’s important to know the various dialects and idioms within a specific region in order to effectively communicate with your target audience. This can help ensure that your messages are understood and well received. Also remember that Spanish remains the primary language spoken by most Latino households, so it is important for organizations to offer their services in both English and Spanish.
Additionally, consider that Latinos are very patriotic, and most prefer to use their country of origin to describe themselves and preferences vary from state to state. As such, it’s important to localize your marketing efforts and tailor your messages to the specific region you’re targeting.
When crafting messages intended to reach Hispanics, it is important to ensure cultural sensitivity and relevance. Messaging needs to be crafted in a way that speaks to people’s values and beliefs, so it should include references to holidays, language, customs and traditions specific to the Hispanics culture. These values are deeply ingrained in Hispanic culture and can help create a strong connection between your organization and your target audience.
According to a research conducted by Nielsen, Hispanics are more likely than non-Hispanics to have paid TV subscriptions and watch video streaming services on PCs/laptops/tablets/smartphones/gaming consoles/devices outside of their home network. This makes them a valuable audience to target in marketing due to their high engagement with streaming platforms and preference for culturally relevant and representative content.
As media companies race to deliver their own streaming offerings, it’s essential to understand Hispanic audiences’ preferences to ensure effective targeting and messaging. In short, businesses that recognize the importance of Latinos and adapt their marketing strategies can tap into a valuable and growing market segment.
One resource that organizations can use to guide them through the process of developing an effective marketing strategy for Hispanics is the Hispanic Engagement Toolkit. This turn-key tool includes current Hispanic resources, facts and team building activities to help organizations and leaders gain a better understanding of the Hispanic culture, which improves engagement. Done correctly, engaging Latinos provides significant opportunities for businesses to increase sales and client acquisition. Another reason to leverage the Hispanic Engagement Toolkit: client acquisition!
Developing an effective messaging strategy for Latinos requires a deep understanding of this audience, including their language preferences and cultural values. With a bit of research, strategic partners and the right tools, your organization can quickly begin to capitalize on the fast-growing Latino market.
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