Ep. 131 – How to Successfully Market to a Hispanic Audience in the U.S. w/ Hugo E. Gomez

How to Successfully Market to a Hispanic Audience in the U.S.

Spanish is one of the most widely spoken languages in the United States after English. Many people live, operate, and conduct business in this language. There’s also a large unmet need in terms of marketing to a predominantly Spanish-speaking audience across different industrial sectors. How can B2B companies proactively address this untapped opportunity? 

That’s why we’re talking to bilingual marketing expert Hugo E. Gomez (Founder/Legal Marketing StrategistAbogados NOW) about how B2B companies can leverage cultural and linguistic insights in their marketing campaigns. During our conversation, Hugo discusses which pitfalls to avoid and what roles multicultural best practices and data play in his field. He also elaborates on the fundamental differences between marketing to English and Spanish speakers, and why it’s not enough to just translate documents or assets.

Topics discussed in episode

  • Where businesses fall flat when marketing to a predominantly Spanish-speaking audience in the U.S. [1:12]
  • Some pitfalls to avoid [6:13]
    • Defaulting to translation
    • Not leveraging marketing professionals
    • Not having a more nuanced approach
  • AI as a language tool for marketing to the Hispanic market [11:07]
  • Hugo shares some multicultural best practices with data [15:22]
  • Hugo provides some actionable tips: [19:56]
    • Have a webpage in Spanish & add a link on the top menu of the website (in Spanish)
    • Generate 10 keywords in Spanish and run Performance Max Google Ads
    • Run some Spanish social media ads
    • Have someone ready to respond in Spanish in near real time
  • Hugo shares his experience helping companies reach out to a Spanish-speaking customer base [24:43]
  • Hugo explains why he disagrees with the saying that ‘Hispanic market is incremental, and it’s meant for incremental growth’ [29:48]
  • The impact of the potential increase in the Hispanic population that speaks only English [33:07]

Companies and links mentioned

Transcript