Reasons Your Hispanic Content Marketing Strategy Isn’t Working
Have you invested valuable time and resources into a Hispanic-friendly content marketing strategy, only to found out that it didn’t deliver the intended results?
Don’t be discouraged, though; we learn from our mistakes, after all. However, it’s important to know why your campaign failed before you can take measures to prevent it from happening again.
Let’s look at a few potential reasons that your Hispanic content marketing efforts did not pay off.
You focused on Spanish content marketing rather than Hispanic content marketing
You might have failed to differentiate between Hispanic content marketing and Spanish content marketing. Remember, marketing content aimed towards the Hispanic community does not need to be in Spanish.
Statistics from the Pew Research Center show that only 19% of the young Hispanic community is Spanish dominant; in contrast, 81% are mostly English dominant (41%) or bilingual (40%).
As a large segment of the Hispanic community does not speak Spanish, a Spanish-only marketing strategy will greatly restrict the reach to your target audience.
You did not conduct a comprehensive research
You might have slacked in properly researching about the belief, norms, and values of the Hispanic community because “that guy” in the office knows everything related to their culture.
However, the opinion of a single person does not speak for the whole community. You have to conduct thorough market research to obtain accurate information.
Furthermore, you need to ensure the reliability of that information by getting it reviewed from external sources to ensure your marketing campaign does not contradict or misrepresent the community.
You incorporated Hispanic cultural clichés in the content
Your marketing content plan may be revolving around clichés related to Hispanic culture, characteristics, and norms, which— in some cases—can be a recipe for disaster.
Using stereotypical and cliché-based narratives is never a good idea, let alone when they’re in relation to minority groups such as the Hispanic community.
Furthermore, the Hispanic community has been the victim of negative perceptions in the United States for many years now. It’s important not to add to that.
You totally ignored the analytics
Maybe you ignored analytics which could have provided you with meaningful information about the consumer behavior of a particular market segment.
Data analysis can play a pivotal role when it comes to learning about consumers’ interests, buying patterns, and cultural values. Ignoring such a powerful channel of intel will lead to a failed strategy.
A report available on Forbes states that companies who fail to put data at the center of their marketing efforts miss out on significant amounts of marketing ROI.
You failed to identify the driving factors
You might have failed to understand the driving factors that motivate and inspire the particular Hispanic segment you were targeting.
For instance, generalizing Hispanics with specific characteristics such as “brand loyal” will not help your cause, considering that your target audience is mostly millennials and Gen X.
Simply conducting research about the Hispanic community is not enough; brands have to understand their culture codes and utilize them to craft rich quality content that brings about a sense of trustworthiness and motivates the consumer.
If you are looking to create a successful content marketing strategy that is geared towards the Hispanic community, get in touch with us here at GoDiversity.
We are one of the best Hispanic advertising agencies that offer end-to-end marketing solutions to reach the multicultural market in the United States.
Our ethnic marketing agency provides innovative advertising and marketing across a wide media platforms including TV, print, radio, social media, PR, direct mail, and mobile apps.
Contact us at (917)7976189 or drop an email at firstname.lastname@example.org for more information on Hispanic advertising and marketing.
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