Digital Marketing Tips For Creating Engaging Spanish Content

Recently, the United States Census Bureau reported that the Hispanic population in the country has grown by 43 percent in 2010, accounting for almost 16 percent of the total US population of 308.7 million. This has made it imperative for digital marketing specialists to formulate plans to create content/advertising to target this Spanish-speaking multi-cultural community. However, most brands only bother about translating web content, or creating Spanish digital marketing ads. Not many have realised the value of using social media to build a community of Hispanics, and keep them engaged.

Then again, the process of creating a Latino community on Facebook or Twitter requires more than just a language switch. Here are some tips to help digital marketing professionals get it done correctly:

1. A diverse community: The social background, age and country of origin of Hispanics in the United States have led them to develop different language preferences. This makes it important to study them carefully, before using specific visual and cultural references in digital marketing content, to make it more realistic and believable.

2. Analyse current strategy: If a brand currently has a Spanish language sister-site or advertising programme, they should first conduct an audit of statistics, metrics and traffic patterns, to learn what the targeted audience is interested in. Such reviews, together with market intelligence, can help you create better digital marketing content for a Spanish-based Facebook or Twitter community. Some key metrics to consider are time spent, navigation patterns, and product interests.

3. Unique content: A Latino community does not simply mean translating current English-language content into Spanish. It means spending time to understand the needs of the targeted Hispanic community, and creating unique digital marketing content that would appeal to their passions. For example, a sports drink brand discovered that their targeted Hispanic audience was keenly interested in soccer. This led them to sponsor a particular local team, which currently serves as the foundation for user engagement and interaction on its Facebook community.

4. Specialised staff: Though online translation services like Google Translate can be helpful, it is better to hire a native Spanish speaker to manage your online community, if you want to be taken seriously. A person who can relate to the Latino culture will be able to ensure that conversation on the online community is conducted in an authentic and courteous manner.

If a digital marketing company is in the process of creating a plan for the future, it would help them if they added a session on multicultural marketing to their agenda. Today, it may not seem very essential, but with the world becoming a melting pot of cultures, it is important to focus on cultivating new audiences, to gain a competitive edge in the future.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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