You are running a small business in the US and not targeting a Hispanic audience?

Talk about a fatal mistake.

Hispanics are the nation's second-largest racial or ethnic group. With more than 62 million people, they
make up 19% of the total population. As a small business owner, we all know that every single purchase
and customer counts, so things can go south if you miss out on a large chunk of the population and still
expect to become a successful brand.

For most businesses, this is not a deliberate attempt.

Businesses always have a primary audience that they want to target. Businesses are so laser-focused on
their primary audience that they end up missing the golden opportunity of targeting other audiences.

As a business owner, if you are struggling to target the Hispanic market, here are some of the best ways
to target the Hispanic market for your business.

For targeting Hispanic customers, you need more than a strategy. As a marketer, you need an in-depth
understanding of your audience, their needs, their online behaviors, and even the cultural preferences
and online behavior of your target audience.

These simple observations will set you on the route of building a winning sales campaign that will help
you improve your sales in no time. Based on my experience, here are some tried and tested tips to run a
successful campaign targeting a Hispanic audience.

Most marketers have a single page, account, or channel to target every audience. This strategy is quite
confusing mainly because customers do not engage with things that do not resonate with them.

Before kickstarting your campaign, launch different channels for both English-speaking audience and
Hispanic audiences. In case you do not want to do that, try using inclusive imagery that includes both
white, Hispanic, and black cast.

Global companies like McDonald's, Coca-Cola, and Pepsi have been using this strategy to appeal to a
global audience.

Language plays a very important role in marketing. This is the reason companies invest heavily in writing
better ad copies, taglines, and slogans. So, when you target a Hispanic audience, use of right language to
make an impact.

Most brands go for Spanish marketing. They use Spanish language, Hispanic imagery, music, and
everything that can help them reach their target audience. US-based brands targeting Hispanics, like
Spectrum, are using this technique by offering Spectrum servicio al cliente en español for Hispanic
customers.

 

However, if your brand does not want to use Spanish, Spanglish is another very good option. With
Spanglish, you can help your customers to resonate with your brand. Moreover, this is an ideal way to
target second to third-generation Hispanic kids who can’t speak Spanish.

Cultural references are a great way to help a customer feel at home. Global brands while launching a
marketing campaign or even before starting a business conduct a detailed study to understand the
cultural references of the population they are targeting.

This will help the brands to stand the test of time, grow further, and avoid offending their customers.
This strategy is used by most of the mainstream brands before launching. For instance, most fashion
brands in the Middle East choose to launch more modest articles to attract their audience.

For targeting a Hispanic audience in the US, you can use historical figures, Hispanic events, Spanish
music, and events of cultural significance. However, keep in mind that Hispanics in the US come from
more than 20 different countries, so only use a cultural reference that resonates with everyone.

Hispanic characters have long been overlooked. In fact, for the longest, mainstream media whitewashed
Hispanic characters. To make matters worse, Hispanics were typecast, which eventually gave rise to
some common stereotypes that we see today.

However, Hispanic characters and stories are now becoming popular, all thanks to global streaming
platforms. Brands trying to reach Hispanic audiences can build a story by using these characters. This will
eventually help the brands gain more eyeballs.

One of the classic examples of using Hispanic characters and stories is the money heist. After Money
Heist became a global hit, fashion labels like Reebok launched their money heist-inspired collection.

The influencer market is on the rise; if you are running a digital campaign without including influencers,
you will struggle to reach the right audience. Big influencers on social media platforms already have the
right audience; they make good content that resonates with the public and they interact with the
audience daily.

All these features make influencers an excellent partner for any brand campaign. While big brands get to
collaborate with mega influencers, small brands can leverage Nano influences. This will help you cut
costs while gaining the same impact.

Even huge brands like Glossier, Audible, Warby Parker, Airbnb, and Daniel Wellington work with
influencers. Collaborating with influencers helps these brands reach the right audience without second-
guessing their budget and targeting criteria.

“Más Que” by Target – best for inclusive imagery

“Taste Takers” and “In Tune With Nature” by Toyota – best for cultural and storytelling

“Deja Tu Huella” by Cheetos – best for influencer casting