US Hispanic Spanish Search Engine Strategies
Barbara Coll, CEO of WebMama.com Inc., offers suggestions on how best to develop a search friendly website that will help businesses connect, through search results, with the growing Hispanic online community. Find her at the Search Engine Strategies Conference and Expo, SES Latino, in Miami Florida, June 18/19 2007.
"The buying power of Latinos in the United States today stands at more than $900 billion; by 2010 it is expected to grow to more than $1.2 trillion '. and if you're not tapping into that, you're missing out on a key group of people that are ready to be sold products and information online," Barbara Coll, CEO and founder of WebMama.com Inc. said earlier this month.
According to the recent Conexión Cultural/Connected Culture study, Hispanics in the United States are more comfortable with technology than the general population. Coll attributes this keen adoption of technology by Hispanics to their culture: "It's a tool that allows them to stay connected to the important things in their life; community, family, and friends." Tech-savvy Hispanic youths who are using the Internet as a place to meet friends, participate in social media, and catch up on news/sport/music, are the corporate buyers of tomorrow".
Advertising on Hispanic Web sites has more than tripled since 2002, and major advertisers expect to spend $132 million in online advertising this year, specifically targeted to U.S. Hispanics '. Coll believes advertisers are still under-estimating the buying power of this group, and recommends immediate development of strategic marketing campaigns. "Building Internet marketing programs, specifically search marketing programs, that target this group directly will put you ahead of the competition."
While there are many factors to consider when marketing to the Latino community, Coll suggests you start at the very beginning. "Regardless of ethnicity, most research that leads to sales starts on the Web with search, and although the Latino community is unique in its composition and language variations, to have a successful campaign, search engine marketing (SEM) is an integral component."
So what can advertisers do to reach online U.S. Hispanics more effectively?
Coll points to six search engine marketing strategies that will help draw the interest of this significant target audience:
* Analyze which keywords resonate with your buyers
* Build out a paid search marketing campaign on the major search engines: Google, Yahoo, MSN
* Develop specialized landing pages that are directly relevant to the searched for keyword
* Test English and Spanish language creative's and determine which keywords convert to sales
* Optimize (SEO) your website for the converting keywords
* Look at video, blog, shopping, and image organic search optimization opportunities.
Coll will be speaking at the Search Engine Strategies 2007 Conference and Expo, Latino, June 18-19 in Florida, and will be available to answer questions regarding how to utilize search engine marketing, including search engine optimization (SEO) programs, to reach Hispanic buyers.
Ahorre June 11, 2007 08:38 AM