Flexibility. It’s always the dream, isn’t it? We’d all love to live in a universe with the time, money, and resources to try anything and everything for our organizations. If you’re a leader in a nonprofit, you may feel the particular squeeze of a tight budget for a crucial cause.
More than we might realize, digital marketing frees up our options significantly. The possibilities are multiplying constantly. And if you have invested or considered investing in marketing to Hispanics, digital is a game changer. Here are three ways digital marketing provides flexible options for reaching Hispanics.
Perfect for penny pinching
There’s a good chance you’re already taking advantage of the first benefit: digital is cheap. Social media influencers amass huge followings on a marketing budget of zero. Savvy brands follow the same pattern, using free or nearly free platforms to connect with millions. Hispanics over-index on use of new technology, so this is the perfect spot for you to engage them. Even better, the low-to-no-entry cost lets you try multiple approaches and narrow down what works. If one social media campaign isn’t resonating with Hispanics, cut your losses – which will be minimal – and simply try again.
An endless asset
“It is about the way you utilize those digital platforms to be culturally relevant.”
We’ve established that digital platforms don’t break the bank; better yet, there’s a lot of them! However many you’re using now, there’s bound to be more. You don’t need to maintain 25 different accounts, but make sure you’ve explored your options. Have you tried capturing Hispanics’ attention with striking visuals on Instagram? Could you pull together a fascinating video series for YouTube? Twitter users might enjoy reading what current events mean for your cause – and that’s just scratching the surface. It’s easy to stick with what you know, but don’t miss out on what could be a powerful new means of connection. But keep in mind: crossing platforms doesn’t mean copying and pasting. Each has its own purpose and should be used accordingly. The sheer number of digital platforms gives you all kinds of tools to work with.
Access across acculturation
“Digital is the great equalizer for Latinos.”
The first two advantages are applicable to any market segment, but digital has special relevance for Hispanics at different levels of acculturation. With the right talent or partners, you could release Spanish language content on any of those platforms. However, if you have any experience with Hispanic marketing, you know it’s bigger than language. With digital, you have access to all kinds of Latinos, including many bilingual, bicultural millennials. If you have what it takes to engage cultural nuance, you can connect in Spanish or English. The most important thing is having a genuine understanding of your audience. Hispanics with all kinds of desires and passion points are waiting for you to speak to them.
A killer combo
If you’ve realized the importance of winning Hispanics’ hearts, you’re already ahead of the game. But don’t stop there. You have the tools to amplify your voice on a massive scale. Learn how to use them! Digital is cheap, multifaceted, and a link to Hispanics of all backgrounds and experiences. Don’t leave them hanging!
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JOSE VELEZ SILVA
VP of Multicultural | COMCAST
Chairman | CULTURE MARKETING COUNCIL
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Chief Marketing Officer | TARGET
ALEX LOPEZ NEGRETE President | LOPEZ NEGRETE COMMUNICATIONS
Head of Agency Research | TWITTER
Chief Marketing Officer | NESTLE
Creative Director | RICHARDS LERMA
Multicultural Manager | INTUIT
Marketing Director | VERIZON
Consultant | THE CLEDOR GROUP
VP of Multicultural | NIELSEN
President | SENSIS