If you are a business owner who wants to broaden your target audience reach and still market to your same “ideal client”, you probably already know that you have to aim for potential customers who might speak a language other than your own. And if you are a business in the United States, you know that Spanish is one of the most commonly spoken languages in the country. This means that in order to secure new customers, you’ll want to seriously consider creating a marketing strategy that not only reaches English-speaking customers, but Spanish-speaking ones at well. It’s understandable that, if you’ve never created a marketing strategy with a focus on another language, you could feel overwhelmed and unsure of how to begin. In this post, we will guide you through the first steps and explain why hiring a Spanish translator to help convert your text into Spanish is such a valuable investment.
One of the biggest benefits of (and most important reason for) hiring a professional translator to convert your marketing materials to Spanish is that the translator won’t just translate documents, they will “transcreate”. When you are marketing to native Spanish speakers, you are marketing to an entirely new target demographic with a unique culture. Take McDonald’s for example; their marketing strategy doesn’t just convert text and other marketing content to Spanish, they introduce Hispanic culture, celebrities, songs, and themes into their strategy to make all of their content more relevant to their Hispanic audience. If you really want to reach a Spanish-speaking group in an effective way, you need the expertise of a Spanish translator who will know exactly what wording to use to spark their interest.
Something many businesses overlook once they have translated their website content from their original language to Spanish is making sure that all of their content is current. Translating from English (or any other language that you use primarily for your business) is not a one-time job, especially on your website. You wouldn’t want content from three years ago still up on your website in English, would you? So why would it be that way for Spanish? Neglecting your Spanish-translated content on your website is basically the same as neglecting your Spanish-speaking target audience. If they come to your website and find that the content is outdated and therefore offers no relevant value, they’ll be quick to turn away and look elsewhere for the products or services they need. By not having your website content updated and current, you are basically telling your Spanish-speaking audience that they don’t matter and this is a clear sign of disrespect. It’s also a bad idea to rely on machine-translated text since it is rarely accurate. It’s always best to have a human, professional translator convert the content to Spanish, edit it, and review it to ensure it is optimized for your audience.
While we are still on the topic of websites and the importance of having relevant Spanish text on them, you should also take into consideration how important a unique domain is. Many businesses might just have their original domain and a Spanish sub domain for anyone who wants to read your website content in Spanish. Like having out-of-date content on your website, having a sub domain instead of a separate Spanish domain sends the message that your Spanish audience isn’t as important as your English-speaking audience. Working with a Spanish translator will allow you to find the best domain for your Spanish-speaking audience that will resonate with them and catch their attention.
If you are targeting a younger audience, you are going to want to take advantage of the opportunity to bridge the gap between English and Spanish. Most young people in the Hispanic market are bilingual and the percentage of bilinguals will continue to grow over the years. Don’t be afraid to play with both languages and integrate them both into your marketing strategies and ad campaigns. “Spanglish” is way to combine both English and Spanish in your marketing efforts and appeal to the younger generation, a group of people who speak both languages fluently. Clearly, if you don’t speak both languages fluently, are unfamiliar with the Hispanic culture, and don’t have the time to intricately combine both languages, a professional Spanish translator will prove to be an invaluable asset. They will help you take your original marketing content and convert it into wording that will appeal to a younger audience.
While continuing on with the theme of appealing to younger audiences, you’ll want to extend your bilingual marketing strategy to the realm of social media, where such a gigantic number of youths are spending their time. And marketing to the Hispanic audience on social media gives you a huge advantage because Hispanics tend to share social media content and posts five times more than those who are not in the Hispanic target audience do. If you really want to expand your target audience reach with Hispanics, you absolutely must be on social media. And you must be on social media speaking their native language. That’s where you will want to have a Spanish translator step in to design content specifically for your Spanish-speaking audience, not simple wording that has been generically translated.
Want to learn more about hiring a Spanish translator for your business? Don’t hesitate to contact us today for more information and to have any of your questions answered.