Marketing to Spanish Speakers Online #DD18
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Transcript of Marketing to Spanish Speakers Online #DD18
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LET’S START WITH STATS
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Hispanics are the Fastest Growing PopulationSegment
Hispanic or latino16%
Non hispanic or latino84%
@Zeph Snapp | #DD18 | [email protected] .
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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] .
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Hispanic Population: TOP 5 STATES
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@Zeph Snapp | #DD18 | [email protected] .
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Most Hispanics Are Low Income, With ImportantExceptions
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@Zeph Snapp | #DD18 | [email protected] .
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SUPER, HOW DOES THIS AFFECT ME?
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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] .
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TECHNICAL CONSIDERATIONS
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Can Your CMS Support Multi-lingual?
• Ideal Website Structure:
– Domain.com/es/translated URL
Zeph Snapp | Altura Interactive | CEO | [email protected] .
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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] .
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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] .
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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] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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HOW TO TRANSLATE
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Translation
Express the sense of words or text in another language.
@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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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] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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Transcreation
Process of adapting a message from one language to another, while maintaining its intent, style, tone and context.
@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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CHOOSING A PROVIDER
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PROCheaper
CONWill need so much editing,
it may not Be cost effective
COULD GET YOU DE-INDEXED
@Zeph Snapp | #DD18 | [email protected] .
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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] .
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KEYWORD RESEARCH
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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] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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PAGE SELECTION
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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] .
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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] .
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CREATE A STYLE GUIDE
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DESIGN CONSIDERATIONS
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Hispanics Respond to Brighter Colors, Different Design Elements
@Zeph Snapp | #DD18 | [email protected] .
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Redirect based on browser preferences (how to do it right)
@Zeph Snapp | #DD18 | [email protected] .
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HOW DO WEGET IN FRONT OF POTENTIAL CUSTOMERS?
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EMAIL MARKETING
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Offer an Incentive for People to Sign Up for Your Email List
@Zeph Snapp | #DD18 | [email protected] .
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HOW CAN I PROMOTE THIS CONTENT?
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HOW DO I GET INFRONT OF SPANISH SPEAKERS IF I CAN’T GET IN ORGANIC?
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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] .
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But There are Still Highly Effective Ways To Get Spanish Speakers In
@Zeph Snapp | #DD18 | [email protected] .
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Use Paid Social to Promote Specific Offerings and/or Content Assets
@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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@Zeph Snapp | #DD18 | [email protected] .
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Create Unique, Compelling Retargeting Campaigns for Anyone on Your ES Website
@Zeph Snapp | #DD18 | [email protected] .
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Reach Out To Local Spanish Websites, and Promote Your Content/Buy Add Space
@Zeph Snapp | #DD18 | [email protected] .
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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] .
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If Your Cost Of Lead Acquisition Is Higher in Spanish Than in English,
I Will Eat My Phone!
@Zeph Snapp | #DD18 | [email protected] .
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Gracias!
Slideshare.net/zephsnapp/dd18Full Name:
Company:
Job Title :
Email:
Zeph Snapp
Altura Interactive Inc.
CEO