Marketing to Latinos: Tips Local Businesses Should Keep in Mind

A savvy marketer would not likely use the same piece of content to reach and connect with a male as they would a female. The voice, experience and reasons to buy can be completely different. The same goes for the Latino market.  The brands that understand this and are making an effort to foster genuine connections based on key cultural differences are winning Latino consumers’ loyalty and dollars compared to those who take a one-size-fits-all approach.

Success in marketing to Latinos is much more than just speaking Spanish.  It’s about Latino culture.

Yes, culture is quickly becoming the new universal language in America. Cultural intelligence must replace the misguided notion that simply translating English copy into someone’s native language is all you need to do to reach them.  Given today’s demographic shift in America, brands can no longer afford to make guesses and assumptions about their target audiences.

Take time to educate yourself and your staff.

A deeper understanding of the shopping and behavioral tendencies of Latino consumers (or any other consumer segment) is necessary for a business that wants to truly connect with this market. Latino consumers don’t want to be sold to, they want to connect with brands that embrace their culture and commit themselves to earning long-term and trustworthy relationships.

One size does not fit all.

It would be dangerous to believe that ‘one size fits all’ when it comes to attracting, engaging, and motivating Latino shoppers. The Latino population is comprised of people from many different countries and communities, each of which has its own dialects and general preferences. This requires marketers to become ever more knowledgeable about their lifestyles, religious and political beliefs, cultural values and nuances – and the everyday things that shape and define their mindsets.