Latino marketing is very complex, and many companies struggle to succeed at reaching this market.…
The “Hispanic or Latino” demographic in Raleigh, NC was 11.4% in the 2010 census. That’s 45,868 people in Raleigh, alone — not counting the neighboring towns in the Triangle, like Apex, Cary, Wake Forest, and so on.
Within Raleigh, 52% of the Hispanic population is Mexican. And if you’re not yet translating your business and marketing materials from English to Spanish (and in the correct dialect appropriate for Mexican-American North Carolinians), that’s a lot of potential workers and consumers that you’re missing out on!
Hispanic buying power is multiplying. Hispanic population growth increasing. The data screams a message that can’t be misconstrued: In North Carolina, especially in the Raleigh-Durham area, reaching the Hispanic population in their native language is crucial for business growth.
As a business owner, marketer, or author, translating all of your materials may sound costly. However, even simply A/B testing a bilingual marketing campaign, or translating core documents into Spanish and measuring results in productivity can be a step in the right direction. Total transformation does not have to happen overnight, but it is widely encouraged to not miss out on potential market share due to failure to address this demographic.
It’s not always a matter of the audience not understanding English – many Hispanics may know enough English to get them by, or even be fluent. What’s more important is the fact that your brand is being represented as culturally sensitive, relevant, and making it as easy as possible for Spanish-speaking consumers to buy, apply, or whatever your call-to-action may be.
Dubbed the “new immigrant gateway state,” North Carolina’s Hispanic population is spread across both urban and rural areas. Owen Furuseth, associate provost for Metropolitan Studies and Extended Academic Programs at UNC Charlotte, Belk College of Business, put it best when he said:
“From the foothills to the coastal plain, Hispanics are an important ethnic group in rural places… Hispanics play an important role in many economic needs of rural N.C. statewide.”
English to Spanish Raleigh specializes in professional English to Spanish translation and localization of content – Mexican-American being the primary area of focus. Services range from business document translation, book translation, safety manual & employee handbook translation, and even Hispanic marketing consultations.
We’d love to help get your business, marketing strategy, or book translated and on the right track for attracting the growing North Carolina Hispanic population segment. Please call us today at 919-995-2986, or fill out the form to the right for a free quote.