marketing to spanish speakers online #dd18
TRANSCRIPT
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
@Zeph Snapp | #DD18 | [email protected] .
You Need Spanish Staff
@Zeph Snapp | #DD18 | [email protected] .
A Dedicated Phone/Email Address
@Zeph Snapp | #DD18 | [email protected] .
Otherwise, The Rest Of This Doesn’t Matter
@Zeph Snapp | #DD18 | [email protected] .
LET’S START WITH STATS
Hispanics are the Fastest Growing PopulationSegment
Hispanic or latino16%
Non hispanic or latino84%
@Zeph Snapp | #DD18 | [email protected] .
Mexican63%
Puerto Rican9%
Other10%
Cuban4%
Salvadoran3%
Dominican Republic
3%
Guatemalan2%
Colombian2%
Spaniard1%
Honduran1%
Ecuadorian1%
Peruvian1%
Mexicans Dominate Overall, But Consider OtherSegments
@Zeph Snapp | #DD18 | [email protected] .
What Kind of Spanish is RIGHT for You?
@Zeph Snapp | #DD18 | [email protected] .
Hispanic Population: TOP 5 STATES
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
Cal
ifo
rnia
Flo
rid
aN
ew J
ers
eyN
ewYo
rkTe
xas
Flo
rid
aM
assa
chu
sse
tts
New
Je
rsey
New
Yo
rkP
enn
sylv
ania
Cal
ifo
rnia
Flo
rid
aN
ew J
ers
eyN
ew Y
ork
Texa
s
Ari
zon
aC
alif
orn
iaC
olo
rad
oIil
ino
isTe
xas
Flo
rid
aM
assa
chu
sse
tts
New
Je
rsey
New
Yo
rkP
enn
sylv
ania
Cal
ifo
rnia
Flo
rid
aM
aryl
and
New
Yo
rkV
irgi
nia
CubaDominican RepublicGuatemalaMexicoPuerto RicoSalvador
@Zeph Snapp | #DD18 | [email protected] .
12.89% of US CitizensSpeak Spanish at Home
@Zeph Snapp | #DD18 | [email protected] .
Most Hispanics Are Low Income, With ImportantExceptions
0
500
1,000
1,500
2,000
2,500
$1
to
$2
,49
9 o
r…
$5
,00
0 t
o $
7,4
99
$1
0,0
00
to
$1
2,4
99
$1
5,0
00
to
$1
7,4
99
$2
0,0
00
to
$2
2,4
99
$2
5,0
00
to
$2
7,4
99
$3
0,0
00
to
$3
2,4
99
$3
5,0
00
to
$3
7,4
99
$4
0,0
00
to
$4
2,4
99
$4
5,0
00
to
$4
7,4
99
$5
0,0
00
to
$5
2,4
99
$5
5,0
00
to
$5
7,4
99
$6
0,0
00
to
$6
2,4
99
$6
5,0
00
to
$6
7,4
99
$7
0,0
00
to
$7
2,4
99
$7
5,0
00
to
$7
7,4
99
$8
0,0
00
to
$8
2,4
99
$8
5,0
00
to
$8
7,4
99
$9
0,0
00
to
$9
2,4
99
$9
5,0
00
to
$9
7,4
99
$1
00
,00
0 a
nd
ove
r
@Zeph Snapp | #DD18 | [email protected] .
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
@Zeph Snapp | #DD18 | [email protected] .
What Do Hispanics Look For in a Car?
@Zeph Snapp | #DD18 | [email protected] .
40% Look for Safety
@Zeph Snapp | #DD18 | [email protected] .
35% Fuel Efficiency
@Zeph Snapp | #DD18 | [email protected] .
TECHNICAL CONSIDERATIONS
Decide On Website Structure
@Zeph Snapp | #DD18 | [email protected] .
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
@Zeph Snapp | #DD18 | [email protected] .
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" />
@Zeph Snapp | #DD18 | [email protected] .
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"/>
@Zeph Snapp | #DD18 | [email protected] .
Sitemap
sitemap.xml
<url>
<loc>http://alturainteractive.com/</loc>
<xhtml:link rel="alternate" hreflang="es“ href="http://alturainteractive.com/es/" />
</url>
@Zeph Snapp | #DD18 | [email protected] .
Must Be Self Referential
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
Target Website in GWT
@Zeph Snapp | #DD18 | [email protected] .
HOW TO TRANSLATE
Let’s Define Some Terms
@Zeph Snapp | #DD18 | [email protected] .
Translation
Express the sense of words or text in another language.
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
Localization
Process of adapting a product that has been previously translated into different languages to a specific country or
region.
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
LOCALIZATION
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
Transcreation
Process of adapting a message from one language to another, while maintaining its intent, style, tone and context.
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
USA SPAIN Latin America
@Zeph Snapp | #DD18 | [email protected] .
CHOOSING A PROVIDER
Machine Translation & Crowdsourcing
@Zeph Snapp | #DD18 | [email protected] .
PROCheaper
CONWill need so much editing,
it may not Be cost effective
COULD GET YOU DE-INDEXED
@Zeph Snapp | #DD18 | [email protected] .
Freelancers
@Zeph Snapp | #DD18 | [email protected] .
Marketing Agency
@Zeph Snapp | #DD18 | [email protected] .
PROSMarketers know how to sell, translators don’t.
International marketing agencies can transcreate and localize.
SEO and UX Are Prioritized
CONSPrice
@Zeph Snapp | #DD18 | [email protected] .
KEYWORD RESEARCH
Identify Your Keywords in Analytics
@Zeph Snapp | #DD18 | [email protected] .
ID Keywords in GWMT
@Zeph Snapp | #DD18 | [email protected] .
Identify Entities With Alchemy API
@Zeph Snapp | #DD18 | [email protected] .
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
@Zeph Snapp | #DD18 | [email protected] .
Change Your Search Settings To Find More
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
COCHE = BEING FAT AS A PIG, EAT LIKE A PIG
@Zeph Snapp | #DD18 | [email protected] .
Put Them On Google Keyword Planner
@Zeph Snapp | #DD18 | [email protected] .
TADA!
@Zeph Snapp | #DD18 | [email protected] .
PAGE SELECTION
Map Your Website (Screaming Frog)
@Zeph Snapp | #DD18 | [email protected] .
Define Page Types, Prioritize Divide
• Core content
– Loans
– Insurance
• Product pages
– Products descriptions
– Costumer reviews
• Contact info
• Trade or sell instructions
• etc.
@Zeph Snapp | #DD18 | [email protected] .
Define Page Types, Prioritize Divide
• Core content
– Loans
– Insurance
• Product pages
– Products descriptions
– Costumer reviews
• Contact info
• Trade or sell instructions
• etc.
@Zeph Snapp | #DD18 | [email protected] .
CREATE A STYLE GUIDE
What is Inbounds – Out of Bounds
@Zeph Snapp | #DD18 | [email protected] .
Share Brand Guidelines With Teams
@Zeph Snapp | #DD18 | [email protected] .
DESIGN CONSIDERATIONS
Hispanics Respond to Brighter Colors, Different Design Elements
@Zeph Snapp | #DD18 | [email protected] .
FORD FIESTA - ARGENTINA
@Zeph Snapp | #DD18 | [email protected] .
FORD FIESTA - VENEZUELA
@Zeph Snapp | #DD18 | [email protected] .
FORD FIESTA - USA
@Zeph Snapp | #DD18 | [email protected] .
Language Dropdown, Flags Can Alienate
@Zeph Snapp | #DD18 | [email protected] .
Unless You Offer Services by Country
@Zeph Snapp | #DD18 | [email protected] .
Redirect based on browser preferences (how to do it right)
@Zeph Snapp | #DD18 | [email protected] .
Highlight assets (salespeople, content, etc.)
@Zeph Snapp | #DD18 | [email protected] .
HOW DO WEGET IN FRONT OF POTENTIAL CUSTOMERS?
What Are Your Content Assets?
@Zeph Snapp | #DD18 | [email protected] .
Website?
@Zeph Snapp | #DD18 | [email protected] .
Videos?
@Zeph Snapp | #DD18 | [email protected] .
Providers
@Zeph Snapp | #DD18 | [email protected] .
Subtitle Videos & Upload
@Zeph Snapp | #DD18 | [email protected] .
Transcreated Videos
@Zeph Snapp | #DD18 | [email protected] .
Blog?
@Zeph Snapp | #DD18 | [email protected] .
You Will Need Unique Content, Geared For This Audience
@Zeph Snapp | #DD18 | [email protected] .
Guides, eBooks, Interactive Content?
@Zeph Snapp | #DD18 | [email protected] .
EMAIL MARKETING
Offer an Incentive for People to Sign Up for Your Email List
@Zeph Snapp | #DD18 | [email protected] .
Make Sure Your Lists are Split EN/ES
@Zeph Snapp | #DD18 | [email protected] .
OK, Everything Is Done…
@Zeph Snapp | #DD18 | [email protected] .
But Nobody Is Looking At My Stuff…
@Zeph Snapp | #DD18 | [email protected] .
HOW CAN I PROMOTE THIS CONTENT?
Google in English
@Zeph Snapp | #DD18 | [email protected] .
Google in Spanish
@Zeph Snapp | #DD18 | [email protected] .
Again…Google in English
@Zeph Snapp | #DD18 | [email protected] .
And…Google in Spanish
@Zeph Snapp | #DD18 | [email protected] .
Last Time! Google in English
@Zeph Snapp | #DD18 | [email protected] .
And…Google in Spanish
@Zeph Snapp | #DD18 | [email protected] .
Where The F%# is The Map Pack?
@Zeph Snapp | #DD18 | [email protected] .
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
@Zeph Snapp | #DD18 | [email protected] .
Now That is Violation
@Zeph Snapp | #DD18 | [email protected] .
Google Mostly Asks You To Trust Them (LOL)
@Zeph Snapp | #DD18 | [email protected] .
But There are Still Highly Effective Ways To Get Spanish Speakers In
@Zeph Snapp | #DD18 | [email protected] .
95% of Internet UsersAre on Social Media
@Zeph Snapp | #DD18 | [email protected] .
Facebook Is Number 1 …It Ain’t Close
@Zeph Snapp | #DD18 | [email protected] .
Facebook Tactics
@Zeph Snapp | #DD18 | [email protected] .
Use Paid Social to Promote Specific Offerings and/or Content Assets
@Zeph Snapp | #DD18 | [email protected] .
Twitter Tactics
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
@Zeph Snapp | #DD18 | [email protected] .
Top Websites for “Car Dealers” In ES
@Zeph Snapp | #DD18 | [email protected] .
Use PPC to Win Organic Results
@Zeph Snapp | #DD18 | [email protected] .
Create Short Spanish Youtube Commercial To Promote
@Zeph Snapp | #DD18 | [email protected] .
Create Unique, Compelling Retargeting Campaigns for Anyone on Your ES Website
@Zeph Snapp | #DD18 | [email protected] .
Reach Out To Local Spanish Websites, and Promote Your Content/Buy Add Space
@Zeph Snapp | #DD18 | [email protected] .
Get a Yasabe.Com Account
@Zeph Snapp | #DD18 | [email protected] .
Maybe All of this Sounds Like a Lot of Work…
@Zeph Snapp | #DD18 | [email protected] .
It Is!
@Zeph Snapp | #DD18 | [email protected] .
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
@Zeph Snapp | #DD18 | [email protected] .
If Your Cost Of Lead Acquisition Is Higher in Spanish Than in English,
I Will Eat My Phone!
@Zeph Snapp | #DD18 | [email protected] .
Gracias!
Slideshare.net/zephsnapp/dd18Full Name:
Company:
Job Title :
Email:
Zeph Snapp
Altura Interactive Inc.
CEO