Aug 13
2012

Reaching Hispanic-Americans with Culturally Relevant Content

Posted by Admin

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.

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