Content Marketing Strategy
By 2050, Hispanics are expected to make up 30 percent of the US population (US Census Bureau). We live in a very diverse country and we are proud of it. However, what many companies are not aware of is that more than half of the Hispanic population in the United States are avid internet users. Why is this information relevant to you?
Hispanics are social by nature: we love sharing our experiences and impressions, and online we can do just that. Many studies show that we now spend more time online than watching TV, listening to the radio or reading magazines (Ad Age Hispanic Fact Pack 2012). However, advertisers are only spending up to 3.8% of their budgets online. The opportunities are many, but are not being taken advantage of. Here are 2 strategies on how to increase Hispanic market share for your company:
- Internet searches in spanish are rapidly growing, but the search results are few. Surprising? Online trends show that there is high demand in search engines for “Dentistas” vs. “Dentists”, for “Doctores” vs. “Doctors” within the US. Hispanics looking for health information in Spanish, but are finding very few results. This is a great opportunity for health companies not only because you will have little to no competition, but also because it is significantly less costly to advertise in Spanish compared to English. As an example, if you were seeking to promote your company with the keywords “health insurance” in Google, you’d be paying between $7 to $10 per click. On the other hand if you were to promote your company with the keywords “Seguro Médico” your required investment would only be a tenth of that mentioned above.
- Listen and interact with your audience through social media. Users are spending a great amount of time in social media, and Hispanic users are not the exception. As a company, social media is a great platform to listen and interact with your customers, it has proven to be a very effective way of getting to know your audience, their interests and concerns. Your marketing initiative must begin by creating a bridge with the community right here, which is where they spend most of their time, and leveraging this network that you are all part of. As a healthcare institution, you will need to provide knowledge and advice, and use the expertise available to develop culturally relevant content. According to the 2012 LoyaltyOne Social Media Transaction Impact Study, interaction through social media can boost sales immediately and in the long term.