Management consultant Peter Drucker once said, “Business has only two functions: innovation and marketing”, and I couldn’t agree more.
Now that you’ve identified a need, thought up an idea, and started your Hispanic business, congratulations, you’ve got the innovation part done. Time to focus on doing your marketing right.
Marketing has evolved to include digital channels as a core part of any strategy, and in this article, I’m going to help you identify the right ones.
That being said, you’ll also need a fast and reliable internet connection to make the most of them. If you’re looking for one, I would suggest Xfinity for its reliable speeds and seamless connection. In fact, Xfinity servicio al cliente en español (also available for English speakers) can help make the process of signing up easier for you.
Now, without further ado, let’s explore:
3 Digital Marketing Channels for Your Hispanic Business
- Search Engine Optimization (SEO)
What’s the first place to head to when you need information about literally anything now? Google. Well, I’ve got news for you, so do millions, if not billions, of your potential customers. Oh, and here’s another news flash for you: only between 0.44 and 0.78 percent of them click the second page, proving that you can really hide a dead body on Google’s second page.
It’s obvious that this makes ranking on the first page a very important task for your business, and how do you do that? Through search engine optimization. Search engine optimization is the process of optimizing your website, both technically and non-technically, to offer a better user experience and comply with Google guidelines. It grows your user base naturally and more relevantly with user needs.
The technical factors include your website’s speed, mobile friendliness, sitemap, security, and how easy it is to crawl and index. The non-technical factors include just your website content. But there’s a catch, amigo. You will have to make sure your content delivers on Google’s EEAT policy, which means it must show your unique experience, expertise, and authority while creating a sense of trust in the reader.
Doing all that manually is tougher than punching through nails. Fortunately for you, there are many tools you can use to make it easier. I’ve shared some of the ones I use below:
- Google Search Console: You can monitor your website’s search engine performance with this.
- Google Analytics: You can view insights like how users find your website, what they like, and why they leave.
- Ahrefs: You can research keywords that your target customers are searching for and create content that delivers on them.
- Social Media Marketing (SMM)
If you’re looking to give your business a unique voice and image in the minds of your target customers, social media is what you need to add to your marketing strategy. The best part is that there are many social media platforms you can use to do that. Did I mention that there are 5 billion people using these platforms almost every day? To top that, they’re only going to grow going ahead.
To run an effective social media marketing strategy, you’ll have to blend both organic growth methods and paid advertising. Organic and paid social media marketing are mutually beneficial. If users like your organic content, they might buy your product or service, and if users like your product ads, they might just follow your page.
For organic posting, you will want to focus on building communities through different types of content that could focus on who your brand is, who it’s for, what problem it solves, what kinds of products or services it offers, and how it’s changed lives. But keep in mind, engagement and interaction with your content should be your goal; the sales will soon follow.
Now let’s take a look at the paid side of social media. When you’re starting out, you might have to throw a little cash around to grow your followers through boosting a post or running an ad for your core product or service. Eventually, you can identify the different needs your customers have and create more targeted advertisements that could drive up your conversion rate. Or you could simply use your well-performing posts as ads.
I’ve shared some tools that can make both organic posting and ad management easier for you:
- Hootsuite: You can create, track, manage, and analyze both ads and organic posts on the tool.
- Canva allows you more flexibility to let your creativity in design be unleashed. It can be used to create both organic content and attention-grabbing ads.
- The Platforms themselves: Each social media platform offers you detailed insights into ads and organic post performance. You can use them to gain insights and optimize accordingly.
- Influencer Marketing
Influencers are the new form of celebrity endorsements, because let’s be real, no one would buy it if they saw Billie Eilish trying out a product created for people with lower incomes, would you? I can bet dollars to donuts that you yourself would also trust someone who actually works in your product-specific industry, would you not? Now, where are my donuts?
Influencers can create engaging content that includes your product or service as part of their skits, reviews, tests, and much more. So, what happens is that people view them as more relatable, transparent, and authentic compared to celebrities, and this increases their likelihood of using your products or services.
When teaming up with influencers, you want to focus on two things: relevancy and number of followers. Based on these, research and handpick the most well-performing influencers in your niche, then waste no time reaching out to them for a partnership, your competitors might already be on it.
Here are some tools you can use to research influencers:
- Modash: You can filter through 350 million influencers from Insta, TikTok, and YouTube.
- Upfluence: A little pricier, but allows you to choose influencers across Instagram, YouTube, Pinterest, TikTok, Twitch, Twitter, and blogs.
- Klear: AI-powered tool that allows you to quickly and relevantly find influencers without excessive filtering.
Tips To Make the Most of These Channels
The digital marketing channels shared are essential for Hispanic businesses everywhere. That being said, there are some tips that can help you make the most of them:
- Experiment with Ad Formats: The key to making it with ads is experimentation. You will have to try out different types of ads, like static graphics or videos. Make sure to test out these different ad formats and assess which one works best on a certain audience. This will help you increase your chances of achieving the results you’re looking to.
- Add UGC to Your Strategy: User-generated content is content that your followers or customers post about your products. By increasing the participation level of your current customers and showing real people using your products, you can increase customer trust in your brand. This also increases your chances of people engaging with your content as they are more likely to relate and share experiences with people they perceive as similar.
Digital Marketing – An Essential Part of Modern Marketing
Digital marketing is an essential part of modern marketing strategies as it allows you to reach potential customers on platforms they use the most.
For Hispanic businesses like yours, the ones shared in this article are a good start, with their cost-effectiveness and higher return.