From 2000 to 2010, in the latest wave of immigration, the number of Hispanic Americans and Asian-Americans in USA increased by 43 percent. This demographic shift, like all the previous ones, brings with it profound political, social, and cultural implications. And for brand marketers, it represents a challenge: how can we communicate a bilingual message to engage this audience?
If you’re looking to grow your company through a Bilingual audience, here are some tips that you should follow:
1.Know Your Audience
It’s crucial that before launching a campaign you study deeply your new target audience, people from another culture have different thoughts and they like to be spoked in a certain way.
Use analytics, social media tools, surveys and market research to understand how this new clients behave, how they like to be talked and how big is this public.
Knowing as much as you can about your audience will help you refine your strategy and most effectively target users in multiple languages.
Translating your content with Google is not a good idea, there are many words and phrases that don’t have the same context when they are translated, as a consecuence, the message can be interpreted differently or not be understood.
Simple translation mistakes can be devastating for a company’s credibility. It also shows that you’re not committed to investing in quality content.
It’s recommendable to have a native speaker or expert in your team to edit and check the translations of your text before sharing it and communicate the message clearly.
Simple translation is not enough. You need to personalize your message and transfer ideas ideas and emotions from one language to another.
You need to be very careful and make sure that the content you are posting is culturally appropiate. A misinterpreted message can generate bad comments for your brand and specially in the era of the social media where its very easy to become viral.
4. Find the right SEO keywords
Popular SEO keywords and hashtags vary from language to language. Take advantage of digital tools like “SEM rush” to have an idea of how this new audience look for your brand and specially if you’re boosting a post or doing paid advertisements.
5. Create multiple accounts
Posting work different for different language segments, its recommendable to create different social media accounts to engage this audience, also they will aprecciate to see personalized messages for them. For example, you can emphasize an important cultural event and post about it.
6. Prioritize visual content
Whether is Bilingual or not, nothing is more engaging on social media than quality pictures and videos , is a great way to communicate a brand message to a broad audience.
Don’t forget to make sure the photos you use are culturally relevant and respectful in each market.
Do you need an agency that can help you engaging a Bilingual audience? Contact us, we are Vaquero Advertising! Your Multicultural Marketing Agency for 2021.