Posted By P & L Blog

As the Hispanic population in the United States continues to grow, major advertisers are seeking new ways to attract Hispanic customers. These advertisers are increasingly trying to deliver their message in Spanish through Web sites, special sites for mobile phones and texting campaigns.

“What we’re seeing is clients who are looking for growth outside their “What we’re seeing is clients who are looking for growth outside their normal market, and often that market speaks a different language,” said Charles Whiteman, senior vice president of client services for the MotionPoint Corporation, a company that offers Web site translation services for marketers. “If we’re serious about targeting this consumer, this target market, we need to speak their language.”

Read the entire article at The New York Times .

Posted By P & L Blog

Read it in The Phoenix Business Journal

Chase has announced that almost 400,000 of the bank’s customers want to receive their monthly checking and savings account statements in Spanish. 

This is a great way to create and strengthen customer loyalty.  Will other banks follow Chase's lead?


Posted By P & L Blog

"Hispanics aren't online." "We thought about having a Spanish version of our website but we don't think the ROI is there." "Hispanics won't buy online."

If you think these statements are correct, think again.  Latino consumers are more likely to use the internet to stay abreast of current events or look for a deal than general market consumers. According to the Hispanic Cyberstudy from AOL, they also trust product rating sites more.

Perhaps the most interesting finding is that acculturation does not equal technological savvy.  Spanish speakers are more likely to be early adopters of new technology than their English speaking cousins. 



Posted By P & L Blog

Savvy marketers know that giving their customers the option to receive the information they need in the language they prefer always makes sense. Companies that want to grow market share and increase revenue can reach out to online Hispanics with Spanish translations of their websites. Here's how to get it right from the start.

1. Always provide contact information so that your customers can call, write or email you with their questions and feedback in Spanish. This information should be visible on every page in Spanish.

2. Make sure that the hyperlinks on the Spanish pages lead to other pages in Spanish. Taking your customers to the English part of your site may cause them to abandon the site before they make a purchase.

3. Work with a professional translation company. Bilingual employees may not have the necessary writing skills to re-create your content in Spanish. Language service providers include proofreading as part of their translation services.
4. Remember to have forms, terms of service, and FAQs translated for your Spanish-speaking customers.

5. Include testimonials from Latino clients and employees. Word of mouth carries a lot of weight among Hispanics.

6. If visitors to your site can sign up for periodic emails or a newsletter, offer your Latino customers something for them. 

7. A Spanish translation will usually take up 20% to 25% more space than the original English text. If this extra copy won't fit in your page layouts, edit the original copy or try using a slightly smaller font.

8. The translation should be in neutral Spanish. Your business will benefit by reaching all Spanish speakers without offending any of them. Neutral Spanish avoids regional language variations and slang, and is easily understood by all U.S. Hispanics.



Posted By P & L Blog

paginas web

In "Good Content is Critical for Reaching Hispanics Online", Lee Vann says the scarcity of quality content online for Hispanics provides a big opportunity for advertisers.  He reminds companies that online marketing is for engaging first and selling later, and shares these tips for success.  If you are adapting and translating some English content, share numbers 9 and 10 with your translator.

1.  Don't be afraid of the social internet; embrace it

2.  Develop clear goals and objectives upfront

3.  Establish a voice and develop guidelines to ensure it is always consistent

4.  Ensure that all content provides value to your target audience

5.  Don't be afraid to test out different things

6.  Make sure content is engaging, stimulating a conversation

7.  Create an agile process, including legal approvals

8.  Make sure your content is social media-optimized to maximize sharing

9.  Avoid using regional Spanish when engaging to national Hispanic audiences

10. Be consistent when using the formal "usted" and informal "tu" forms in Spanish


Image by Toni Castillo under Creative Commons license.



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