There are about 60 million Latinos or Hispanics in the United States, and the number is still rising. Their combined purchasing power is expected to exceed $3 trillion by 2050. And it might keep going up.

If you are not targeting the Latino population with your marketing, you are missing out on significant potential. Deep cultural knowledge and astute segmentation are necessary for success in this diversified market, but the payoff can be the boost your company needs without the hassle of global expansion.

First, a Terminology Note: People and cultures from Spanish-speaking Latin American nations are typically referred to as “Hispanic.” However, “Latino” (or the gender-neutral “Latinx”) describes those from Latin America who live in the United States.

Brazilians, for example, are considered Latino despite speaking Portuguese as their first language. These names are frequently used interchangeably because many Latinos in the United States speak Spanish. Here, we will follow suit.

Now, let’s look at three crucial tactics to assist you in effectively engaging with the Latino, Latinx, or Hispanic community in your area, state, or country:

1. Acknowledge the Diversity

Recognize the variety among your target audience and learn about the traits of the local Latino population. It takes work, preparation, and careful strategy to reach a new demographic, and developing ties with the Latino community is no exception.

Which characteristics best describe the Latino population in your community? Are they immigrants for the first time? As of 2024, seven out of ten Latinos in the United States are Millennials or younger. How large is the Latino Millennial population in your area?

Avoid making assumptions or approaching this group in a hypothetical manner. While reading research is important, it’s only half the work. Make genuine connections with the Latino community in your area.

Using the information you gather, create a buyer persona. Recall that decisions about products are influenced by customer profiles. To decide which goods or services to prioritize, get to know your new target market. Choosing the appropriate marketing channels will also depend on it.

2. Read Reviews and Follow Influencers

Pay attention to the different ways that Hispanic people decide what to buy. Nielsen says that Latinos spend more time online than their non-Latino colleagues, and that online information and suggestions have a big impact on what they buy.

The Pew Research Center says that three important groups of people are intimately linked to Latinos, whites, and African Americans using technology:

People between the ages of 18 and 29 are far more likely to use technology than people over 65.

Education is important; those who have been to college are more likely to use technology than those who haven’t graduated from high school.

Income is another issue; people with higher household incomes are more likely to use digital technologies.

This suggests that Latinos are very connected and pay attention to what people say online. Reviews, testimonials, and influencers—especially those who speak their language and understand their culture—can be quite helpful in your marketing plan.

3. Use the language your customer speaks

Recent statistics indicate that around 70% of Hispanics in the U.S. speak Spanish at home. It’s hard to say if that will alter with time, but almost 75% of U.S. Hispanics feel very connected to their ancestry and want their kids to keep their customs.

But studies show that by 2030, the number of Hispanics who use a language other than English at home is projected to go down. By that time, more than a third of all Hispanics in the U.S. may solely speak English at home.

Still, speaking to your audience in their favorite language can help you get ahead of the competition. This idea isn’t just a theory. A study by Magna Global and Univision found that commercials in Spanish were twice as effective as ads in English among a group of 6,000 Hispanic customers. A Nielsen study from the same year found that Spanish-language advertising, especially those that were made in Spanish rather than just translated, was much better at making people remember and like the company.

Your inbound marketing approach should be bilingual in addition to standard ad efforts. Your website and social media are equally as important as your TV ads and pamphlets.

And for translation, Google Translate isn’t adequate enough. You will need a specialist who knows how to change messages to make them work for Spanish-speaking people. Consider engaging a translation service provider who is skilled in marketing and social media to ensure your material is translated accurately.

In conclusion, establishing a strong local presence that can support your larger international goals may rely on concentrating on your local Hispanic community.

But just because you stay local doesn’t mean you should ignore cultural differences. To reach the Hispanic market, you need to do research, prepare ahead, and speak the language. Do it right, and the only way is up.