Do you know your target audience but are unsure how to target them?
Well, you are not alone.
As per HubSpot, nearly 42% of marketers only know about the basic demographic information of their target audience.
This means that businesses are blindly targeting their audience.
This can happen, especially in the US market where diversity is at its peak and there are many communities to focus on i.e. Hispanics, Asians, and more.
However, marketing is not a guesswork. One small mistake can lead you to bleed money and eventually kill your business.
To survive this competitive world of business, you need to stay connected with your customers and a loyal customer base.
If you are running a small business but do not know how to build a seamless and more meaningful connection, keep reading as we look at some important ways to interact with Hispanic audience.
Best Ways to Building Genuine Connections with Hispanic Customers
- Learn About Community and Their Values
I know what you are thinking, why do I need to know about the community?
Well, technically, most people will tell you to learn about your target customers. But where do those customers come from? A community, right?
In the case of Hispanic customers, it is very important to learn and explore the culture, language, habits, behavior, etc. of the community. Hispanics are family and community-oriented. So, most of their purchase decision is heavily influenced by their community standards and family backgrounds.
Eventually, when marketing the product or service, keeping the beliefs and values in mind can help in building a relationship with Hispanic customers. For instance, the Hispanic audience in the US is quite diverse, which means they might speak Spanish but their heroes, vocab, expressions, etc. are quite different. Learning these details and using them in marketing copy can help attract a larger audience.
- Ask the Customers
Asking the customer might seem an obvious choice. However, the majority of the brands refuse to directly inquire about the customer needs. They think that direct data acquiring means the brand is unaware of the customer’s opinion.
This perspective is wrong.
Interacting with the customer is an excellent way to understand the customer expectations, and learn about their preferences and requirements.
Purchase follow-up, reviews, customer surveys, social media polls, and pre-launch reviews can be used to directly ask the customer about the product. Moreover, with seamless communication, client will feel heard and valued.
Successful brands like Xfinity are already using this strategy to stay connected with their customers. Xfinity has dedicated número de Xfinity that especially caters to their Spanish users. The company also has a proactive follow-up process that helps them know more about customer expectations.
- Connect With Influencers and Affiliates.
Marketing in the online world is all about influence. Billion-dollar brands spend money to earn this influence while small brands borrow this influence by collaborating with celebrities.
To grab the attention of Hispanic audience, look for Hispanic influencers, brands, and content creators who are familiar with the needs and requirements of their community. Since social media influencers get to post content daily, their interaction rate is better and so they have a much better audience insight.
Moreover, these social media influencers know exactly what kind of content resonates with the audience. Brands can easily collaborate with these influencers and learn from their campaign. Eventually, the analytics from this collaboration can also be used for independent brand campaigns in the future.
- Craft a Compelling Message
You know your audience, know their language but you do not know how to say it. This is a very common issue faced by brands.
Do we have to pick a formal language or stick to the informal conversation? Is it better to use humor or will it offend someone?
Technically, all these questions are valid. However, there is no straightforward answer. We have seen successful brands using both formal and informal tones. Some even choose subtle humor while others pick content that may outright offend people.
For targeting the Hispanic audience, your choice of language, the content of the message, tone, and reference matter a lot.
A compelling message that the client can resonate with ticks all the right boxes. For instance, in the case of my brand, I use Spanish in a very casual tone. Using a casual tone makes my brand appealing to younger audiences and leaves room for fun references from the latest memes as well.
- Support Other Businesses
Brand collaboration is a great way to reach a wider audience. It creates a win-win situation for both brands and customers.
In the case of the Hispanic audience, it is an ideal strategy. If you are selling anything that is mainly designed for Hispanic users, collaborating with a brand with predominantly Hispanic customers can help.
For instance, I am running a small hair care business. My target audience is ethnic customers especially people with hand-to-manage hair. I usually collaborate with small organic food and lifestyle brands that target ethnic customers. Hispanic spice and ingredient stores are perfect for my hair care business. These businesses offer an opportunity to showcase my business and also help me earn a shelf space and free endorsement. Consequently, I offer them shelf space at my outlet and a small percentage of the profit as a commission.
Things to Know About Your Target Audience
Demographic information
- Age
- Gender
- Location
- Income
- Occupation
Interest base information
- Values
- Hobbies
- Spending Habits
- Pain Points