Jul 31
2012

Creating Landing Pages Appealing to Hispanic-Americans

Posted by Admin

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.

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