Why Your Hispanic Marketing Strategy Might Not Be Working

You've played by the rules, done the needful, made sure your marketing content is representative, in Spanish, and directed at various strata in your intended market. Everything is by the book and as experts recommend, but you're still failing to break into the Hispanic consumer market, and it costs your business valuable revenue.


So, what is it that you’re doing wrong? Why is your marketing content not reaching your intended audience the way you want—or leading to higher conversion rates even if it is reaching them?

You’re probably engaged in making the following mistakes:

You’re only producing Spanish content

This may or may not come as a surprise to a lot of brands, but while 75% of Hispanic people speak in Spanish at home, only 19% of young Hispanics are actually Spanish-dominant.
You're confining your strategy significantly if you're not more expansive with your language choices. So both English and Spanish are important to incorporate, offering both options, not just presenting one or the other as alternatives.

You’re stereotyping but not building a marketing persona

There’s a fine line between stereotyping and persona-building and representation. It's quite dangerous for brands to be tone-deaf and culturally insensitive, especially at a point in time when there are dozens of options, alternatives, and political correctness affects consumer choices.

Your marketing content should feature the people you're targeting, whether it's through visual representation or through a more complex understanding of their needs, demands, and their interests. One of the most effective ways to do this is to build a marketing persona and think from that perspective.

Don't generalize, but instead get into the specifics of who you're marketing to. Is it highschool going teens? Are you targeting 20–35-year-old Hispanic women? Is it LGBTQ Hispanic individuals? Each demographic persona will have different needs from the next.

You’re advertising, not marketing

An advertisement can sometimes leave you wanting for more, coming off as a form of tokenism. Where is Hispanic representation in your broader approach? Are you participating in the erasure of Hispanic cultures through your work?

Beyond just crunching numbers on your demographic, what is the message your marketing strategy wants to put out? How do you include this demographic in the work you do or the perspectives you're building? It's a lot more complex and requires much more sense than even the most well-made advertisements.

You’re pinching pennies

Don’t cheap out on marketing. Think of it as an investment for the long-term. If you truly wish to benefit from it, it’s crucial to get your money’s worth. Work closely with a multicultural marketing company like GoDiversity, who have years worth of experience in direct marketing to Hispanics.
In addition to building a comprehensive marketing strategy, they can also lend you valuable insight, social and cultural capital, and nuance that you may not possess. They also have a skill set that includes language-specific content, cultural context, and some of the best market research out there. Contact them to learn more! 

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