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A study by The Common Sense Advisory called ‘Cant’ Read, Won’t Buy’, found that 85% of all consumers will simply not make a purchase if information is not readily available in their native language.
Potential customers feel more comfortable getting involved with companies that take the time to learn their language. According to leading psychologists, we shift towards familiarity – which is why Hispanics are more likely to appeal to your brand if they see Spanish.
Video Transcription
Hi! Bronson here. Did you know that in the US the Hispanic market is one of the fastest-growing segments? According to Forbes, the market segment is expected to grow 167% between 2010 and 2050. So, does translate your website into Spanish count as effective marketing? It does, but only if done correctly.
Translating Is Only the Beginning
Translating your website into Spanish is an easy opportunity to massively increase your audience. The upside is when translating your website into Spanish there is often far less competition in the search engine, so achieving those sought after top rankings become a lot easier. Added to which your conversion rates would be good because you’re speaking Spanish and you’re speaking their language.
However, lumping all Hispanics into one group won’t get you very far. We recommend the following checklist to ensure your website doesn’t get lost in translation:
- When Doing Keyword Research Don’t Rely on Direct Translations from English to Spanish
- Be Sure to Optimize by Country Rather than Language
- Secure the Appropriate Domain Names for the Markets You Are Targeting
This sounds like a big investment of time and money. It is, but it also gives you the opportunity to include the relevant geographical and cultural references that give your site an authentic feel.
For this and other interesting marketing tips please check out the White Shark Media blog at www.whitesharkmedia.com
