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.
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.
According to a 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. And if your audience speaks Spanish, Then your content should also be in Spanish.“It is simple!”, I hear you say, “I just need to translate all my content into Spanish.” Wrong!
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.
Three very different ways you can use to increase your brand awareness among Spanish-speakers.
1. Translation of existing content
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.
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.
Why? 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.