But this was an easy part; your real test starts from here. As a business owner, your journey will have plenty of ups and downs. In most cases, you will struggle with the basic operations, but your main challenge will be marketing.
No matter how powerful your idea or product might be, if your customer does not know it yet, your business will face the consequences. This is the reason you will need some advanced insight that you can use for marketing your business.
As a Hispanic, when I started my business, my competitors kept telling me my days were numbered. Frankly, even I thought so. My product was nothing extraordinary; I was using the same vendors, and even my branding style was somewhat similar. That is when I thought of using my heritage as an advantage.
So, if you are running a business and want to make sure your chances of survival are much better, this write-up will help you learn all the tricks.
Tip to Use Your Hispanic Heritage for Business
Power of Language
Language plays a very important role when it comes to business. Everything you do, sell, and create depends on the way you communicate. Even the biggest brand rivalries today all depend on storytelling and the choice of language. Companies like Coke, Pepsi, and a true examples of this phenomenon. As a Hispanic living in the USA and running a business here, your language can become your biggest asset. From marketing to customer support, if you use the Hispanic language, this will truly change your business.
For instance, while marketing, make sure to use Hispanic words, market fully in Hispanic or at least Spanglish. Similarly, offer Hispanic customer support for customers who are not comfortable speaking English or still find it challenging to speak English. Optimum is using this strategy already. Not only do they have customer support in Spanish, but they also have servicio al cliente Optimum español, so their clients can understand their brand better.
Use Culture
Culture and social references go a long way when it comes to businesses. It helps the brand stand out from the crowd and even makes it appear inclusive. Most brands run cultural campaigns separately for each culture. From using social cues to using people and their culture, campaigns are designed for a diverse set of customers.
As a small brand, you might not be able to design separate digital campaigns for each culture. However, a major loophole can help you use this strategy. Most of the online digital platforms have advanced audience selection. This section can also help you to pick the Hispanic population living within the USA, so you can easily target them based on their culture. Then, using Hispanic tunes, a cultural tagline, or a famous character can further improve your targeting and offer your brand the attraction it needs.
Offer Something Specific
The digital era is all about customization and personalization. While most brands are already using this strategy, the majority do not yet understand its power it yet. From adjusting based on flavors to offering cultural touches to the menu, most of the biggest fast food chains are already doing that. However, small brands with limited budgets generally lack the opportunity.
As a Hispanic business owner, you will obviously know about the pain points of your Hispanic customers and community. This insight can be used for product design and marketing. For instance, as a haircare brand, you understand that Hispanic hair is slightly thick and more voluminous. Moreover, handling more voluminous hair requires a lot of work. So, if you create a product that addresses this pain point, you will eventually have a much better chance of making your customers feel included.
Tackle Emotions
Marketing and storytelling are deeply rooted in emotions. Most brands already understand this idea, and they try to incorporate this in their campaigns as well. However, for small brands with a limited budget, coming up with a good story and using emotions becomes slightly challenging. As a Hispanic business owner, if you truly understand the issues of your community, this will be your chance to shine.
While designing an ad, product, or marketing strategy, make sure to keep it connected to the Hispanic lifestyle and emotions. From talking about budget-friendly products to including families in decision-making, the Hispanic lifestyle and emotions can help you shape your brand.
Market the Celebration
Celebrations, holidays, and the vacation season are considered ideal for businesses. Since most Hispanics are immigrants, they usually get to travel during these events back home to meet their family and friends. By highlighting the power of connection and celebration for the brand, you can help your brand grow.
Moreover, as a Hispanic, you must know and understand the power of your events and their association. This cultural understanding can be used for marketing businesses and will eventually help your business scale and grow it as well.
Simply put, growing a business in this economy is very challenging. However, as a Hispanic, you can leverage your culture to attract a lot of customers. The above-mentioned strategies are ideal for small business owners struggling to reach a wider audience.