Sep 20
2012

Creating blogs to reach Hispanic Internet users

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Creating blogs to reach the Hispanic market means not only learning effective blogging techniques but also being sensitive to the cultural markers that will attract the Hispanic audience. It is important to understand that each Hispanic sub-segment is different and that marketing to each group might require different tools, images and sales pitches. Additionally, many Hispanics use both Spanish and English comfortably and respond to messages in both languages, so including Spanish content is also vital. Following are five tips to creating an effective blog that markets to a Hispanic audience.

  • Give the blog a unique personality. This can be achieved with the types of stories posted, the language and tone used in the postings and even the look of the blog. Being knowledgeable about the specific target audience is central to creating the right personality of the blog. Blog owners should invest some time researching the Hispanic market they are trying to reach so that the blog is designed to interest this audience through their particular interests.
  • Create and post content that is focused and valuable. Again, this takes research to understand what interests the particular target audience. Blog posts should avoid fluff and instead should provide the readers with information they can truly use or learn from. The content should also be culturally-sensitive, particularly when addressing a specific Hispanic group since information that generalizes the Hispanic market as one market can easily offend each sub-group. Again, the blog owner must acquire knowledge about their specific target audience to avoid offending and pushing his readers away.
  • Post blog content in both English and Spanish. Because many Hispanics tend to be comfortable with both languages, they might also choose to read interchangeably in both languages. Some blogs might offer all content in both languages or choose what pieces they will provide in English and which pieces they will provide in Spanish. Depending on the audience and the tone and focus of the blog, content can sometimes be offered in a mixture of both languages.
  • Encourage the readers to comment on the blog posts. An interactive blog will not only attract the audience but keep them coming back. Allowing visitors to comment on the blog entries usually means that visitors will return to read new comments and interact with both the writer and other audience members.
  • Post consistently and frequently. Hispanic marketing experts should create blogs that offer a lot of useful content and continue to add to the content by posting regularly, whether a few times a week or even daily, if time and budget allow it. When readers know they can expect new content consistently, visiting the blog becomes part of their routine.

Creating an effective blog that markets to Hispanics does not have to be a difficult endeavor. The most popular blogging platforms, such as WordPress and Blogger, offer a host of features that help marketers set up and maintain a unique blog easily. Getting to know the specific target audience, creating a blog that will attract this audience, posting consistent information useful to this audience and allowing the audience members to become part of the blog community by posting and participating, will ensure that the blog is successful and that it endures as time goes on.

Creating a blog post in English | Creating a blog post in Spanish

Sep 04
2012

Reaching the U.S. Hispanic community with the right articles

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PH_9-19_MapWe have all seen the statistics regarding the growth of the Hispanic population in the United States: 16.3 percent of all people in the U.S. belong to the fastest-rising ethnic group across the country, according to the 2010 Census. The purchasing power among households in this group is substantial; the economic clout of Hispanics represents approximately 10 percent of all consumer monetary transactions in the U.S., according the Selig Center for Economic Growth at the Terry College of Business, University of Georgia. By 2015, the Hispanic buying power is expected to grow to $1.5 trillion.
Business owners and marketers should take notice of the statistics above. As an ethnic group, Hispanics consider themselves to be part of an extended cultural community instead of a socioeconomic minority. It is important for marketing experts to understand the factors that have contributed to the demographic and economic growth of Hispanics in the U.S. in order to create rich and engaging content that appeals to their culture.

Family and Heritage

Hispanics in the U.S. should not be thought of as a single homogenous group, but there are two concepts that they tend to hold very dear, almost as articles of faith. Family and cultural heritage are two strong Hispanic cognitive factors that can be found across Latin America. These two factors transcend language, something that marketers who create content for the Portuguese-speaking Brazilian diaspora in the U.S. must keep in mind.

Family is the main motivation behind the impressive growth of the Hispanic purchasing power in the U.S. They believe in hard work as the key to providing quality of life for their families. This is an ideal inherited from previous Latin American generations, which explains the strong sense of heritage. The close family ties translate into careful observation of customs and culture, something that moves new generations of Hispanics in the U.S. to honor and preserve their heritage. When they call themselves Latinos, they are communicating their pride in their families and their Latin American kinship.

Observing Diversity

Latin America is rich in cultural and behavioral diversity. This fact was mostly ignored in the early efforts of marketers to reach Hispanics in the U.S. They assumed that the Spanish language gave them an edge to reach many communities, and this is correct to a certain extent. There are many bilingual Hispanic households in the U.S., and Spanish is frequently spoken at home, but there are vast idiomatic differences between individuals who claim regional or country-specific heritage.

Research conducted by the Pew Hispanic Center in 2012 revealed that Mexican Americans constitute a vast 64.9 percent of the U.S. Latino population, followed by Puerto Ricans at 9.2 percent and Cubans at 3.7 percent. That leaves out large pockets of Hispanics whose familial heritage can be traced back to El Salvador, the Dominican Republic, Guatemala, Colombia, Honduras, and other countries. These are all Spanish-speaking nations, but there are many unique cultural and idiomatic differences that sets them apart.

Crafting the Content

A new type of Latin American Spanish has emerged in the U.S., created by news media organizations and marketers that have studied the interactions of groups belonging to the Latin American diaspora. The goal of this Spanish style of content writing is to get a very general message across a wide Hispanic audience, but careful idiomatic and cultural research must be conducted when trying to reach a specific group.

While the Spanish and Portuguese languages are important aspects of communication for marketing to the U.S. Hispanic community, businesses should not forget that they are reaching a bilingual audience. Latinos in the U.S. predominantly speak English at work and school, but they will react positively to content that appeals to their cultural sensitivities. Marketing experts who write articles for these audiences know about the imagery, style and inflection required to reach specific Hispanic groups, even when the content is written in English.

Aug 13
2012

Reaching Hispanic-Americans with Culturally Relevant Content

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While it can be easy to perceive population trends based on one’s experience locally, the US Census can help in discerning the reality of what is perceived. In 2010, the US Census indicated that the US was home to more than 50 million Hispanics, approximately 16 percent of the country’s population. It’s clear that there is an obvious benefit in meeting the market needs of this population, and astute business owners are wise to consider ways to reach the Hispanic population in a relevant and effective manner.

A study of online Hispanics done by AOL in 2010 includes a powerful graphic, The American Yardstick, which details acculturation of online Hispanics. 46 percent of these individuals are considered US dominant, speaking English in the home and primarily consuming media in the English language. Meanwhile, 31 percent are considered to be bicultural, using both English and Spanish in their homes while relying primarily on English media resources. There is a challenge in effectively marketing to the diverse needs and interests of Hispanics.

One of the most important elements of reaching the various cross-sections of the Hispanic culture in the United States is the generation of culturally relevant content. While subsets of the Hispanic community have unique needs, there are common themes that can be used as the focal point of promotion and marketing.

Loyalties associated with the family in Hispanic culture

Emphasis on family relationships and social interaction is an important theme. While household roles may differ significantly depending on the stage of acculturation, family concerns are priorities. Generation of content should incorporate imagery, both visual and verbal, that emphasizes family interests.

Cultural heritage plays an important part in the lives of Hispanics. Foods are especially influential. Traditions and holidays are influential. The culture is relational, and it’s important to consider that special events are priorities. Content should capture the heart of the topic, whether it’s focused on a product or an event.

Understanding generational differences is also important

Just as there are differences in perspectives, interests and affinities in any culture, there are such differences from one generation to another in the Hispanic community. Young people may be interested in education and popular trends while parents may be concerned with financial and parenting issues. The focus of a project must take into account the interests of the targeted subculture. One cannot assume that all Hispanics think and act in like manner. Success in a content campaign is often dependent on observing and targeting a specific cultural subset.

Each Hispanic household has its own hopes, dreams and goals. There is an understanding of the concept of the American dream, and there is concern over how that dream is to be realized. Issues affecting this dream are important, evoking emotion and passion as individuals consider how they will make better lives for themselves and their families. This can be a powerful influence in marketing to this audience.

The impact on search engine optimization is important. Keyword and phrase research should take into account the motives and needs behind different searches. Understanding of bilingual phrasing and generational sayings can play a role. It’s important to recognize that the individual using Spanish phrasing in online searches may have significantly different interests and motives than the Hispanic who searches in English. In order for search engine optimization officers to be effective in their marketing outreach efforts, it’s essential that there be creation of relevant and unique content.

Jul 31
2012

Creating Landing Pages Appealing to Hispanic-Americans

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Ethnographers and demographers in the United States have been keeping a close eye on the meteoric ascent of the Hispanic American ethnicity in the 20th and 21st centuries. The Hispanic population, sometimes referred to as Latinos, is the most widely represented ethnic segment in the U.S. More than 50 million Hispanic Americans call the U.S. their home, and yet they closely observe cultures that originated in Latin American and Caribbean regions of the world. By the year 2050, Latinos will represent one quarter of the American population.

For small business owners, Search Engine Optimization (SEO) professionals and Internet marketers, the Hispanic American market is ripe with opportunities for engagement. Latinos are predominantly young and Internet savvy. The social media explosion has attracted even more Hispanics to the online world, since they are a very social and gregarious ethnic group. They are likely to respond to certain aspects of online marketing, such as landing pages, but only if they speak to their hearts and minds.

Cultural Diversity

The Hispanic American ethnicity is rich in cultural and genetic diversity. Latin American culture in the U.S. is predominantly Mexican, but the cultural heritage of nations in Central America, the Caribbean and South America is also strongly felt in many states across the Union. Latinos in the U.S. are very proud of their respective cultural ancestries, but they also respect and enjoy the culture of other groups.

Since Hispanic Americans embrace their own cultural diversity, the content of landing pages geared towards them should reflect this fact accordingly. Acknowledging this diversity is very important when crafting online marketing campaigns that should include cues, messages and imagery that Latinos can identify with. Content can be targeted towards Hispanic Americans in general or can be narrowed down towards specific groups; for example, second and third-generation Mexican Americans living in Southern California.

Elements of Marketing Content

The Spanish language brings Hispanic American culture together, but marketers should not forget that English and even Spanglish are also present in this large ethnic group. Many Latinos prefer to speak Spanish at home, with family members and close friends, but will seamlessly switch to English when the situation requires it.

It helps to understand idiomatic differences among Latin American groups. The Brazilian diaspora in the U.S. can handle Spanish marketing materials to a certain extent, but Portuguese is needed to really warm their hearts. Marketing content written in Spanish for Puerto Ricans will be different than for Argentinians. Sprinkling content written in English with regional language elements can be effective, but only when vetted by a subject matter expert who can attest to adequacy.

Another crucial element of Hispanic American culture that transcends language is the strong family ties shared by all Latinos. Family life is extremely important for Hispanic Americans, and to this end marketers should evaluate the products and services they will promote for their potential to benefit the entire family. With regard to entertainment and enjoyment, Latinos are happy to see their families express joy. This is another important fact for marketers to remember when they choose imagery for landing pages.

Search Engine Marketing (SEM) and Pay-Per-Click (PPC) Campaigns

The content guidelines for landing pages discussed above should be applied to SEM and PPC efforts as well, keeping in mind that Hispanic Americans are very attuned to the social media sphere. They spend a lot of their time on social networks, and to this extent they have embraced mobile devices that let them stay in touch with their loved ones. For these reasons, a PPC strategy in Facebook can be an effective way to reach Latinos.

In term of SEM, language plays a greater role for Hispanic Americans. Latinos react very positively to seeing their language and idiomatic expressions online. This is augmented by the fact that the price of foreign SEO keywords is just a fraction of the cost of short tail keywords in English. In the end, Hispanic Americans tend to reward quality and relevant content with social media sharing -but only if it truly speaks to them.

Jul 18
2012

Creating a Press Release that Speaks Directly to US Hispanics

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Reaching the Hispanic audience through the distribution of a press release to market a product, event or service is a delicate art. Hispanics, whether native-born, first or second generation, come from many different countries with distinct cultural identities. It is in the U.S. that they must conform to the label Hispanic, forcing them to navigate identifying with a particular country and background and with the Hispanic label that they acquire in the U.S. Successful press releases and marketing campaigns are created considering this information and using it to attract the target audience.

Writing an effective press release means researching the prospective audience minutely in order to understand the content, symbols and images that will most appeal to the audience. This is particularly true for the Hispanic audience. And to attract first and second generation Hispanics, who consume their news and advertising primarily in English or in a mixture of both English and Spanish, this is vital. Though these Hispanics are fluent, native English speakers, as part of the overall Hispanic community, they tend to have strong ties to their individual cultural background and are normally attracted to sensitive press releases that target these ties.

What to avoid when writing press releases for the Hispanic market

It is also important to avoid generalizations and stereotypes when crafting press releases. This has been a mistake made by many businesses that invest little time researching their target audience and fall prey to the obvious, easy images related to the group. This is particularly dangerous with a Hispanic audience made up of many different cultural backgrounds that at the same time identifies as American and English-speaking. Time should be devoted studying the target audience, not just about the proposed product, event or service, but about their lifestyle choices, their behaviors, their goals and their needs. Simply finding and using the obvious cultural associations will not guarantee the Hispanic audience will respond to the press release. Instead, this path can backfire and find the audience feeling offended or rejecting the offer.

Distribute the press releases both in English and Spanish

Additionally, press releases geared toward a Hispanic audience should be distributed in both English and Spanish versions, even when most of the target audience is a native English-speaking group. Many Hispanics tend to consume both English and Spanish content and providing the press release in both languages will provide an additional outlet to reach the audience. One point to keep in mind, however, is that the Spanish version of the press release should not be a straight translation, as meaning could be lost through this. Instead, a native Spanish speaker should translate the press release in a way that the nuances of the language and the true content are maintained in both versions.

Hispanic marketing experts can be used to proofread the press release before it is distributed to the news media. These experts can make sure that the content of the press release is truly effective at targeting the Hispanic audience since they are experts because they have spent a large amount of time getting to know the target audience intimately. The assistance of an expert can be helpful from the planning phase through the distribution to ensure that the content is well-researched and on-target.

Jun 27
2012

Creating Editorial Material in Spanish for your Blogs and Forum Posts

Posted by Admin

The Internet offers a number of excellent marketing opportunities, but it is essential to appeal to a broad section of the global population. Spanish speakers make up a growing part of the national demographics, and it is imperative to reach these consumers in their native language. Modern technology makes it easier than ever for marketers to reach Spanish speakers, and there are several ways for companies to benefit. Custom articles improve online visibility and increase sales revenue. Reaching more consumers is essential in today’s global business world, and Spanish is one of the leading languages. Unique content can be crafted in the language and is ideally suited to a variety of uses.

Content Generation in Spanish

The current demographics are changing, and Spanish speaking consumers make up a growing portion of the population. Many of these consumers have rewarding jobs but only speak one language. English content is perfect for bilingual consumers, but Spanish speakers cannot read any of the content. For this reason, the entire demographic is lost to marketers that do not embrace Spanish articles, blogs and marketing content. Reaching the Hispanic market requires a coordinated effort that reaches consumers in their native tongue. Technology makes it easy for businesses to generate custom Spanish content, and this can lead to entire new revenue streams.

Supporting a Spanish-Language Marketing Initiative with Fresh Content

The leading search engines are currently focused on providing consumers with fresh content that offers useful information. Articles that do not meet the guidelines are about the same as no content. To really make use of the marketing options, it is ideal to use fresh articles that have never been seen. Spanish speakers will then have access to websites, and their spending power can improve a company’s bottom line. In addition, it is imperative to include a variety of keywords. Including multiple variations improves the overall visibility of an Internet site and reaches more subsets of the population.

Other Benefits and Uses of Spanish-Language Web Content

Consumer loyalty and brand recognition are two factors that impact a company’s profitability. Because Hispanics are a growing portion of the population, it is essential to reach them on an individual basis. Spanish speaking consumers respect companies that communicate in their language, and content can boost brand image and customer loyalty. Creating a rapport between a brand and a buyer is the chief objective of most successful marketing campaigns, and including Spanish content is a great way for companies to ensure Hispanic consumers are satisfied. A lot of information can be included in articles, and this offers value to the client. Many people return to buy more products from companies that are trustworthy.

Reaching a broad market on the Internet is one of the most crucial components of a successful advertising campaign. Today, Spanish is one of the world’s leading languages. Marketing to Hispanics requires websites that are engineered with fresh content and meaningful articles. Because there is a large portion of Hispanic consumers who cannot read English, it is essential to speak to these buyers in their native language. Including a variety of Spanish content is the proactive way to reach more consumers and improve sales revenue. In addition, adding Spanish content is a viable way for companies to improve their brand image. Creating an individual relationship between consumers and corporations is one of the hallmarks of a successful brand, and Spanish content facilitates this rapport.

Jun 26
2012

Creating Content for your Spanish-Language Web Properties

Posted by Admin

When looking to market your business online, it is important that you have high quality content on all of your web properties. Having content that really speaks to your readers will help your business connect with these consumers. When you are able to provide your readers with some type of value, they will be more likely to view you as an industry expert and build a trusting relationship.

Since you want to have the best content possible on your web properties, it only makes sense to create Spanish content for the properties that are targeting Spanish speaking consumers. By making your web content easy to read and comprehend for your Spanish customers, you will have a better chance of seeing a positive return on your online marketing investment.

Why Content is Still King

Quality content is vital to any online marketing campaign. If you do not provide your site’s visitors with quality content, they will be much more likely to exit out of your site and find one that provides solutions to their problems. Quality content should not only be restricted to your website or blog either. Making sure that all of your social media accounts are posting high quality content on a regular basis as well will further increase the positive results you see with your online marketing campaign.

In addition to providing value to visitors, high quality content helps your websites rank high within the search engine results. Recent Google search algorithm updates have a placed a greater emphasis on quality content. If your site is viewed as having low quality content, it could be penalized by Google and buried in the search engine rankings.

Spanish-Language Websites can Attract Hispanic Audiences

If you have spotted an opportunity to grow your business within the Hispanic community, creating a Spanish-language website is a great way to reach these consumers. Hispanic consumers will gravitate towards websites that are written in their native language, making it easier for your business to reach these consumers. If all of your web properties are in English, it may be difficult for you to reach the Hispanic market.

Hispanic consumers will search for Spanish terms in the search engines. If your website is only written in English, it will never appear in the search results for these Hispanic Internet users. By creating Spanish-language websites, you make it a lot easier on yourself to be found in the search engines by Hispanic consumers all around the world.

Other Benefits of Spanish-Language Web Content

Another excellent reason to create Spanish-language content to reach the Hispanic market is to ensure nothing is lost in translation. Whenever someone with English as their second language visits your website, there is a chance they will misinterpret the message your content is trying to convey. If someone does not fully understand what your websites says, it can hinder your ability to market your products or services to that consumer. Also, if a Hispanic consumer visits your website and uses an online translator to convert the text from English into Spanish, the meaning of your content could be altered. This is why it is best to have a native Spanish speaking person create Spanish-language content for your website so there is no confusion about what the content says.

Marketing your products or services to the Hispanic market is an excellent way to grow your business. Whenever you engage in an online marketing campaign, you will want to create as much high quality content as possible to provide your readers with some type of value. Creating high quality Spanish-language content for your web properties is an excellent way to reach the Hispanic market as it will help your website gain exposure in the search engines whenever someone searches for Spanish terms. Also, the Spanish-language content will help ensure nothing is lost in translation on your website when someone who is not fluent in English visits and reads your content.

Jun 25
2012

Create-An-Article® Launches Article Writing Service for Spanish Marketing

Posted by Admin

All too often, businesses fail to target the Spanish-language market. With some of the most quickly growing communities utilizing Spanish as the primary language, businesses can take simple steps to greatly expand their customer base. Article writing services from Create-An-Article® can ensure that your company is introduced in an authentic, compelling manner.

Create-An-Article® employs writers who speak Spanish natively and understand the nuances of the language. While simple translation services are available elsewhere, writers with extensive experience in dealing with businesses in Spanish-language areas are able to create articles that will send the message that your business cares about the Spanish-language market and is willing to go the extra mile for Spanish-language customers.

Articles provided by Create-An-Article® are affordable and are delivered quickly. A well-written Spanish-language article will last for years; businesses can use the text on a wide range of Internet, email and offline properties. Whether you are looking for a one-time investment or repeated purchases, the prices at Create-An-Article® are affordable for businesses of any size.

Content for your Spanish-language web properties

Your web properties are often your first contact with your Spanish-language clients. With articles by Create-An-Article®, you can be assured that their first impression will be a positive one. With expertise in creating high-quality, persuasive text, Create-An-Article® writes articles that will project the professional image that helps drive potential customers to purchase your products or services.

Authenticity is important when targeting the Spanish-language market; potential customers are likely to look elsewhere if your web properties appear to be mere translations of English-language text. By using content provided by Create-An-Article®, your website will be designed to impress.

Content for Spanish-language press releases

When issuing press releases, many fail to consider the Spanish-language market. Create-An-Article® offers you the ability to order press releases in Spanish to help ensure that your product or service launch reaches this section of the market growing in population and buying power.

A high quality press release sends the message to customers that your latest product has been carefully prepared and is ready for the market, and a high quality press release in Spanish will stand out among poorly written and translated press releases. The writers at Create-An-Article® are trained to utilize good advertising techniques to make your press release compelling and engaging.

Content for editorial material in Spanish for your blogs and forum posts

Developing a thriving blog or forum community can be a major boon for those trying to reach the Spanish-language market. But in order to cultivate the online communities, you need content to attract the attention of search engines and users.

Create-An-Article® can provide a base upon which to create your online community. By using Create-An-Article®, your potential participants will find an engaging and attractive community many will wish to join; after Create-An-Article® develops your initial content, users will want to stick around and make their own contributions.

The Spanish-language market is growing larger, and wealthier, all the time. Some of the fastest growing segments businesses are looking at exist in communities where many speak Spanish as their primary language. By releasing content in their native language, you can leave a positive impression that will translate to future sales and a positive reputation.

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