Marketing to Spanish Speakers Online #DD18

MARKETING TO SPANISH SPEAKERS ONLINEZeph Snapp

@Zeph Snapp | #DD18 | [email protected]

Not To Sound Like Captain Obvious, But

@Zeph Snapp | #DD18 | [email protected] .

Not All Hispanics Speak Spanish


You Need Spanish Staff


A Dedicated Phone/Email Address


Otherwise, The Rest Of This Doesn’t Matter


LET’S START WITH STATS

Hispanics are the Fastest Growing PopulationSegment

Hispanic or latino16%

Non hispanic or latino84%


Mexican63%

Puerto Rican9%

Other10%

Cuban4%

Salvadoran3%

Dominican Republic

3%

Guatemalan2%

Colombian2%

Spaniard1%

Honduran1%

Ecuadorian1%

Peruvian1%

Mexicans Dominate Overall, But Consider OtherSegments


What Kind of Spanish is RIGHT for You?


Hispanic Population: TOP 5 STATES

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12.89% of US CitizensSpeak Spanish at Home


Most Hispanics Are Low Income, With ImportantExceptions

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SUPER, HOW DOES THIS AFFECT ME?

10 Most Popular Cars Among Hispanics

1. Ford F Series

2. Chevrolet Silverado

3. Toyota Camry

4. Ram Pick Up

5. Honda Accord

6. Toyota Corolla

7. Nissan Altima

8. Honda CR-V

9. Honda Civic

10. Ford Fusion


What Do Hispanics Look For in a Car?


40% Look for Safety


35% Fuel Efficiency


TECHNICAL CONSIDERATIONS

Decide On Website Structure


Can Your CMS Support Multi-lingual?

• Ideal Website Structure:

– Domain.com/es/translated URL

Zeph Snapp | Altura Interactive | CEO | [email protected] .

Ensure Character Encoding On CMS


Hreflang

Is for countries and/or language

<link rel="alternate" href="http://example.com/en-ca" hreflang="en-US" />

<link rel="alternate" href="http://example.com/en-ca" hreflang="es-US" />


Header

In the HTML <head> section add:

<link rel="alternate" hreflang="es" href="http://es.example.com/" />

If you publish non-HTML files (like PDFs):

Link: <http://es.example.com/>;

rel="alternate"; hreflang="es"/>


Sitemap

sitemap.xml

<url>

<loc>http://alturainteractive.com/</loc>

<xhtml:link rel="alternate" hreflang="es“ href="http://alturainteractive.com/es/" />

</url>


Must Be Self Referential




Target Website in GWT


HOW TO TRANSLATE

Let’s Define Some Terms


Translation

Express the sense of words or text in another language.




Localization

Process of adapting a product that has been previously translated into different languages to a specific country or

region.



LOCALIZATION




Transcreation

Process of adapting a message from one language to another, while maintaining its intent, style, tone and context.



USA SPAIN Latin America


CHOOSING A PROVIDER

Machine Translation & Crowdsourcing


PROCheaper

CONWill need so much editing,

it may not Be cost effective

COULD GET YOU DE-INDEXED


Freelancers


PROSFlexible and cheap

CONSQuality will be inconsistent


Marketing Agency


PROSMarketers know how to sell, translators don’t.

International marketing agencies can transcreate and localize.

SEO and UX Are Prioritized

CONSPrice


KEYWORD RESEARCH

Identify Your Keywords in Analytics


ID Keywords in GWMT


Identify Entities With Alchemy API


Translate Your Keyword List

Spanish• auto• automóvil• coche• camión• camioneta• automóvil sedan • auto de doble cabina• auto para taxi• vehículo nuevo• vehículo usado• mejor carro• carro familiar

English• auto• automobile• car• truck• van• sedan cars• double cab car• car for Taxi• new vehicle• used vehicle• better car• family car


Change Your Search Settings To Find More



And Google Trends

Buy Used Purchase I want





Find Official Synonims

Comprar (Buy) Carro (Car)


Find Slang & Regionalisms

COCHE = CAR


COCHE = BEING FAT AS A PIG, EAT LIKE A PIG


Put Them On Google Keyword Planner


TADA!


PAGE SELECTION

Map Your Website (Screaming Frog)


Define Page Types, Prioritize Divide

• Core content

– Loans

– Insurance

• Product pages

– Products descriptions

– Costumer reviews

• Contact info

• Trade or sell instructions

• etc.


Define Page Types, Prioritize Divide

• Core content

– Loans

– Insurance

• Product pages

– Products descriptions

– Costumer reviews

• Contact info

• Trade or sell instructions

• etc.


CREATE A STYLE GUIDE

What is Inbounds – Out of Bounds


Share Brand Guidelines With Teams


DESIGN CONSIDERATIONS

Hispanics Respond to Brighter Colors, Different Design Elements


FORD FIESTA - ARGENTINA


FORD FIESTA - VENEZUELA


FORD FIESTA - USA


Language Dropdown, Flags Can Alienate


Unless You Offer Services by Country


Redirect based on browser preferences (how to do it right)


Highlight assets (salespeople, content, etc.)


HOW DO WEGET IN FRONT OF POTENTIAL CUSTOMERS?

What Are Your Content Assets?


Website?


Videos?


Providers


Subtitle Videos & Upload


Transcreated Videos


Blog?


You Will Need Unique Content, Geared For This Audience


Guides, eBooks, Interactive Content?


EMAIL MARKETING

Offer an Incentive for People to Sign Up for Your Email List


Make Sure Your Lists are Split EN/ES


OK, Everything Is Done…


But Nobody Is Looking At My Stuff…


HOW CAN I PROMOTE THIS CONTENT?

Google in English


Google in Spanish


Again…Google in English


And…Google in Spanish


Last Time! Google in English


And…Google in Spanish


Where The F%# is The Map Pack?


HOW DO I GET INFRONT OF SPANISH SPEAKERS IF I CAN’T GET IN ORGANIC?

Google Maps allowed multi language listings. You Could:

-Create the listing in a separate Google Place account-Use a slightly different address (ie add an office number)-Use a different phone number

RANK!

Before You Could Do This


Now That is Violation


Google Mostly Asks You To Trust Them (LOL)


But There are Still Highly Effective Ways To Get Spanish Speakers In


95% of Internet UsersAre on Social Media


Facebook Is Number 1 …It Ain’t Close


Facebook Tactics


Use Paid Social to Promote Specific Offerings and/or Content Assets


Twitter Tactics




Top Websites for “Car Dealers” In ES


Use PPC to Win Organic Results


Agency

Agency

Classified

Agency

English


Create Short Spanish Youtube Commercial To Promote


Create Unique, Compelling Retargeting Campaigns for Anyone on Your ES Website


Reach Out To Local Spanish Websites, and Promote Your Content/Buy Add Space


Get a Yasabe.Com Account


Maybe All of this Sounds Like a Lot of Work…


It Is!


And If You Don’t Want To Take That Risk, I Don’t Blame You. Try This Shortcut:

• Create a content asset, or a special deal for Spanish speakers

• Build a landing page using Unbounce in Spanish to collect leads

• Send paid traffic there

• Split test, optimize, and watch the results


If Your Cost Of Lead Acquisition Is Higher in Spanish Than in English,

I Will Eat My Phone!


Gracias!

Slideshare.net/zephsnapp/dd18Full Name:

Company:

Job Title :

Email:

Zeph Snapp

Altura Interactive Inc.

CEO

[email protected]

Date post:	15-Jul-2015
Category:	Marketing
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