A comprehensive digital marketing strategy is more essential than ever in today’s ultra-competitive marketplace. If you own a new or growing business, it’s crucial to have some understanding of the potential that lies in digital marketing.
Online presence is absolutely vital for every company in the modern business world. So much business is conducted online that it would be foolish for any business owner to think that a digital presence is simply a luxury. Just about every business-to-customer retailer has an online store in addition to traditional brick-and-mortars, and most are starting to figure out new ways of connecting the two to provide customers with the best shopping experiences possible. Your small business may be a way off from this stage right now, but that doesn’t mean you shouldn’t be taking steps toward that end.
If you have been paying any attention to current demographic trends, you know that Hispanics will make up 30% of the population by 2050. Other astounding facts: In 2010 they represented one trillion dollars in buying power. The figure will rise to $1.5 trillion in 2016- a 50% increase in five years.
This presents a huge opportunity to small businesses trying to grow sales. But implementing a marketing campaign aimed at Hispanics is tricky.
Here are a couple of pointers to consider:
Creating a campaign for Latino customers entails much more than just translating content into Spanish. In order to connect with this audience you should speak the language and the culture. The Hispanic demographic is more complex and diverse than its mainstream media portrait. It´s made out of people with different degrees of acculturation and language command.
Some individuals are totally bilingual, and thus, consume content on English and Spanish; some others are just barely proficient in either. To maximize results, marketers should go beyond the language and find cultural elements the audience identifies with.
You may or may not have heard about the “significant” Facebook News Feed algorithm shift that occurred in April. You may or may not have noticed a decline in Likes and comments on your business’s Facebook page.
Whether or not you know about this change - it’s affecting you and your business.
But before you start to blame yourself, your social media marketing manager or your social media agency, I’d like to explain why it’s not their or your fault, and what steps you can take to counteract these changes.
Understand that Facebook often refines the News Feed algorithms, then tests how useful and satisfying the changes are to users. This is a common practice and will continue to happen. Twitter and other social media sites do the same thing. (It’s a way for them to keep their sites from becoming irrelevant.) This change in April, however, was created to please people users, not business users.
The main point of this News Feed adjustment was to bring Facebook back to an online, social place that is centered around friends and family, not businesses, organizations and public figures. To put it bluntly: This is not a business-friendly change.
When trying to find new customers for our businesses, we often overlook the most obvious target: our neighbors. And if you live in California, chances are those neighbors are Hispanic.
As announced this June, Latinos are officially the largest ethnic group in California, outnumbering whites. This demographic group is a mixed bag of people who were born in the U.S. and migrated here. Some are second or third generation, others moved a couple of years ago. Their English proficiency varies. Even those who are comfortable speaking English sometimes throw in in a phrase or two in Spanish, which is the language of their parents, a language attached to their roots, idioms that feel like home.