Our previous post, Advertising Online to the Hispanic Market part 1 of 2 covered why a small business should target Hispanics in their local advertising. Now that it’s clear that Hispanics should be targeted, there are many questions that business owners have when it comes to HOW to target them.
Should my Ads be in English or Spanish?
According to an Ipsos Omnibus Poll done in 2008, 56% of Hispanics prefer an English language newspaper and 41% prefer a Spanish language one. A lot of Hispanics these days don’t have a strong preference for one language over another. Because they adapt easily to language differences, the best option for a small business would be to have a translator button on their website so that if the prospective client prefers to read in Spanish, they have the option of doing so.
Also, small businesses can advertise on search engines under Spanish keywords in order to reach the individuals who have a Spanish preference. It is important to make sure that all the text on the ad is in Spanish if you are advertising under a Spanish search term (such as “segoru de auto”).
Hispanics are Using the Internet to Research
According to a study done by Ipsos U.S. Hispanic Omnibus, 79% of Hispanics turn to the internet to research products. Over half (53%) of Hispanics make an online purchase at least once a month. If your business offers a particular service or product, it’s important to make sure your website can be found when people search on Google or Yahoo.
Where Should your Website be Found Online?
Yahoo Telemundo (espanol.yahoo.com) – Yahoo Telemundo is the Spanish version of Yahoo. If your website shows up on Yahoo in the sponsored ads or in the organic listings, it will pull up when people search Yahoo Telemundo. A good way to get Hispanic visitors to your site is to optimize or advertise under Spanish keywords.
Google España (google.es) – If you have sponsored ads on Google, you can have a setting applied to your ads so that they will also show on Google’s Spanish search engine. These websites are also very popular among Hispanics and are powered by Google:
1. www.univision.com
2. www.starmedia.com
For more information regarding Hispanic Marketing, please contact an Online Marketing Specialist at Imprezzio Marketing.
I really liked this post. Can I copy it to my site? Thank you in advance.
Kris,
I have no problem with you republishing it, as long as you give a link back to our site