Reaching out to the right audience the correct way is key to successful marketing campaigns. The way we shop has changed and marketing techniques are shifting as well.
Do you market to Spanish speakers the old way or the new way?
Old school marketing used to look like this.
Well, more like this:
– Print adverts, billboard campaigns and radio ads with hard-to-measure results
– Static websites with intro pages and animated visuals
– Industry conferences where you would hand out as many business cards as possible
– Cold calling campaigns
SPAM, sorry, cold emails campaigns from lists bought online
But today more than ever, marketing managers are looking for new ways to market to Spanish speakers.
They want to reach new audiences, beat their competitors and gain market shares. In the US, the Spanish speakers market has always been undermarketed by businesses. Usually, only well-known brands venture into marketing in Spanish to gain potential customers.
Nowadays even smaller brands are trying to market to Spanish Speakers (not just on US grounds but also in individual Latin America markets such as Mexico, Argentina, Chile or Colombia) and to achieve this, marketers have shifted from an outbound approach towards an inbound approach.
What is an inbound approach?
An inbound approach focuses on attracting your potential clients to your business instead of chasing them with adverts and constant messages.
An inbound approach is what Seth Godin described as permission marketing in his book “Permission” (1999). It is to sell goods and services only when the prospect gives consent in advance to receive the information.
According to a 2015 survey on marketing trends by Hubspot, 3 out of 4 marketers across the globe prioritize an inbound approach to marketing.
By implementing inbound marketing strategies, companies engage with their customers in a two-way communication.
So, if embracing an inbound approach means engaging with your audience.
if your audience speaks Spanish,
your content should also be in Spanish.
“It is simple!”, I hear you say, “I just need to translate all my content into Spanish.”
The type of content in your hand will dictate the right approach for your business to market to Spanish speakers. Let’s look at the different methods you can follow to produce content in a different language than the original one.
Here are 3 very different ways you can use to increase your brand awareness among Spanish-speakers.
1 – Translation of existing content
You’ve already published a large amount of content so why not start translating it into Spanish.
Effectiveness with marketing content +
It works best for technical documentation, financial reports, product description, legal documents and customer service materials such as FAQ, support documentation, and users manuals. This is not ideal for marketing campaigns and creative content.
The cost of Translation is calculated on a per-word basis. Prices vary from our agency to another but this is the most affordable of the 3 options.
You can start today as the content to be translated already exists in English.
The translator will only need to know your target audience, for example, whether your message will be aimed at Spanish speakers in the US, Chileans or Mexicans, etc. and they will be able to start translating straight away.
Good for SEO as the translated content on your site will help you to be ranked for some of your desired keywords in Spanish.
2 – Transcreation
Transcreation is the process of adapting a text from one language to another while maintaining its intent, style, tone, and context.
Transcreation differs from translation as the linguist will create a completely new message in Spanish. The linguist’s role is to generate brand new content that is culturally appropriate but still conveys the message of the original text. The original file will only be used as a guideline.
This is the first option for marketing content, for content that tells a story or to sell your product or your service directly on your site.
This is more expensive than translation as the linguist will create new content (It requires additional skills on top of translations skills, such as creative writing skills.)
The translator can start today as the content to be transcreated already exists in English.
It requires more preparation time than a translation as the linguist needs to know more about the context, the product, the client and then define the tone of voice for the new content. The linguist won’t be constrained by the original text and be able to add or remove any part of it in order to make it culturally appropriate. For instance, he can decide to change a name or the setting of a story to make it relevant to the new audience.
This is very good for SEO as your content will be written using the keywords that are relevant to your market.
3 – Bilingual Copywriting
If you want your content to “speak” the language of your audience then our third option is the most appropriate. We recommend you to collaborate directly with bilingual copywriters.
Just like your own copywriter creates highly effective pieces of content that convert your readers into customers, your Spanish-speaking copywriter will create messages that resonate and engage with Spanish speakers.
Because their approach to writing is global. They will study your company and your products to find the right message that will convert your readers into customers. Just like your own copywriter will have defined your potential clients for the creation of your original content, a Spanish-speaking copywriter will create profiles of your ideal customers for this new market and write content with them in mind. (Most of the times, you cannot just re-use the same buyer personas, as the language has a lot of influence on a person)
The approach fits perfectly within a strategy of inbound marketing and by nature, this kind of approach is a highly targeted form of marketing, hence more effective.
Even though the cost may be higher, the return on investment makes it worthwhile.
It will take a little bit more time as the copywriter will need to familiarize him/herself with your company, your products/services and most importantly your audience (creating profiles (aka Buyer Personas )of your existing customers and ideal customers, etc.). The copywriter will need to work with your marketing team and may be involved in the overall definition of the marketing strategy for this specific market segment.
This is particularly good for SEO as your content will be written with your clients in mind. Your content will “speak” the language of your ideal customers and will use the keywords of your audience.
As you can see, deciding on the right type of service to market to Spanish speakers is not a decision that should be taken lightly and will depend on your overall goals, budget, and timeframe.