marketing to spanish speakers online #dd18
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MARKETING TO SPANISH SPEAKERS ONLINEZeph Snapp
@Zeph Snapp | #DD18 | zeph@alturainteractive.com
Not To Sound Like Captain Obvious, But
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Not All Hispanics Speak Spanish
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
You Need Spanish Staff
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
A Dedicated Phone/Email Address
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Otherwise, The Rest Of This Doesn’t Matter
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
LET’S START WITH STATS
Hispanics are the Fastest Growing PopulationSegment
Hispanic or latino16%
Non hispanic or latino84%
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Mexican63%
Puerto Rican9%
Other10%
Cuban4%
Salvadoran3%
Dominican Republic
3%
Guatemalan2%
Colombian2%
Spaniard1%
Honduran1%
Ecuadorian1%
Peruvian1%
Mexicans Dominate Overall, But Consider OtherSegments
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
What Kind of Spanish is RIGHT for You?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Hispanic Population: TOP 5 STATES
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CubaDominican RepublicGuatemalaMexicoPuerto RicoSalvador
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
12.89% of US CitizensSpeak Spanish at Home
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Most Hispanics Are Low Income, With ImportantExceptions
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@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
What Do Hispanics Look For in a Car?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
40% Look for Safety
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
35% Fuel Efficiency
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
TECHNICAL CONSIDERATIONS
Decide On Website Structure
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Can Your CMS Support Multi-lingual?
• Ideal Website Structure:
– Domain.com/es/translated URL
Zeph Snapp | Altura Interactive | CEO | zeph@alturainteractive.com .
Ensure Character Encoding On CMS
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
Sitemap
sitemap.xml
<url>
<loc>http://alturainteractive.com/</loc>
<xhtml:link rel="alternate" hreflang="es“ href="http://alturainteractive.com/es/" />
</url>
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Must Be Self Referential
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Target Website in GWT
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
HOW TO TRANSLATE
Let’s Define Some Terms
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Translation
Express the sense of words or text in another language.
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Localization
Process of adapting a product that has been previously translated into different languages to a specific country or
region.
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
LOCALIZATION
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Transcreation
Process of adapting a message from one language to another, while maintaining its intent, style, tone and context.
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
USA SPAIN Latin America
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
CHOOSING A PROVIDER
Machine Translation & Crowdsourcing
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
PROCheaper
CONWill need so much editing,
it may not Be cost effective
COULD GET YOU DE-INDEXED
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Freelancers
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
PROSFlexible and cheap
CONSQuality will be inconsistent
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Marketing Agency
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
PROSMarketers know how to sell, translators don’t.
International marketing agencies can transcreate and localize.
SEO and UX Are Prioritized
CONSPrice
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
KEYWORD RESEARCH
Identify Your Keywords in Analytics
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
ID Keywords in GWMT
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Identify Entities With Alchemy API
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
Change Your Search Settings To Find More
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
And Google Trends
Buy Used Purchase I want
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Find Official Synonims
Comprar (Buy) Carro (Car)
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Find Slang & Regionalisms
COCHE = CAR
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
COCHE = BEING FAT AS A PIG, EAT LIKE A PIG
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Put Them On Google Keyword Planner
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
TADA!
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
PAGE SELECTION
Map Your Website (Screaming Frog)
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
CREATE A STYLE GUIDE
What is Inbounds – Out of Bounds
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Share Brand Guidelines With Teams
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
DESIGN CONSIDERATIONS
Hispanics Respond to Brighter Colors, Different Design Elements
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
FORD FIESTA - ARGENTINA
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
FORD FIESTA - VENEZUELA
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
FORD FIESTA - USA
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Language Dropdown, Flags Can Alienate
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Unless You Offer Services by Country
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Redirect based on browser preferences (how to do it right)
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Highlight assets (salespeople, content, etc.)
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
HOW DO WEGET IN FRONT OF POTENTIAL CUSTOMERS?
What Are Your Content Assets?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Website?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Videos?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Providers
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Subtitle Videos & Upload
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Transcreated Videos
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Blog?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
You Will Need Unique Content, Geared For This Audience
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Guides, eBooks, Interactive Content?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
EMAIL MARKETING
Offer an Incentive for People to Sign Up for Your Email List
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Make Sure Your Lists are Split EN/ES
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
OK, Everything Is Done…
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
But Nobody Is Looking At My Stuff…
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
HOW CAN I PROMOTE THIS CONTENT?
Google in English
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Google in Spanish
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Again…Google in English
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
And…Google in Spanish
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Last Time! Google in English
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
And…Google in Spanish
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Where The F%# is The Map Pack?
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
Now That is Violation
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Google Mostly Asks You To Trust Them (LOL)
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
But There are Still Highly Effective Ways To Get Spanish Speakers In
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
95% of Internet UsersAre on Social Media
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Facebook Is Number 1 …It Ain’t Close
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Facebook Tactics
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Use Paid Social to Promote Specific Offerings and/or Content Assets
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Twitter Tactics
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Top Websites for “Car Dealers” In ES
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Use PPC to Win Organic Results
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Agency
Agency
Classified
Agency
English
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Create Short Spanish Youtube Commercial To Promote
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Create Unique, Compelling Retargeting Campaigns for Anyone on Your ES Website
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Reach Out To Local Spanish Websites, and Promote Your Content/Buy Add Space
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Get a Yasabe.Com Account
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Maybe All of this Sounds Like a Lot of Work…
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
It Is!
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
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 | zeph@alturainteractive.com .
If Your Cost Of Lead Acquisition Is Higher in Spanish Than in English,
I Will Eat My Phone!
@Zeph Snapp | #DD18 | zeph@alturainteractive.com .
Gracias!
Slideshare.net/zephsnapp/dd18Full Name:
Company:
Job Title :
Email:
Zeph Snapp
Altura Interactive Inc.
CEO
Zeph@alturainteractive.com
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