More businesses are beginning to realize the importance of the Hispanic market inside the United States. Spanish is the second-largest native spoken language in the world, with over 460 million people using this tongue. In the United States, over 13% of the population speaks Espanol at home. Data suggests that nearly 33% of Americans will speak Spanish by 2050.

With so many people speaking Spanish in the U.S., it’s no wonder that businesses, government agencies, and other brands are working hard to include these people. That’s also why your dealership should consider marketing their Spanish-speaking employees.

Spanish-Language Marketing Is More Than Just Translating

It’s easy to think that you can simply translate your marketing content into Espanol and call it a day. While there are definitely times that a simple translation is appropriate, there’s much more to advertising Spanish-speaking inclusivity to your target market.

The good news is that your dealership can use ads in Espanol to build more meaningful connections with your Latinx customers. For example, you should make sure to include Latinx culture in your online ads and social media posts. Stay away from stereotypes or singling specific cultures out, but try to be more inclusive in the topics and imagery that you choose.

According to CNN, the most active ethnic group on social media identify as Latinx. That alone gives your marketing team the fodder it needs to produce culturally-inclusive content.

Be Consistent

It’s one thing to create a few ads or social media posts in Spanish. While this move may be a great start, it doesn’t help your brand if shoppers follow your ad back to a landing page in English. Make sure that you also build a landing page in Spanish like this Hyundai dealer, then share it on social media.

Being consistent also applies to phone orders, support, and online reps. If you’re going to market to Spanish-speaking customers, make sure you have the staff and tools to support them through the journey.

Highlight Your Spanish Speaking Staff

Latinx shoppers, in general, are more likely to shop collectively than other groups. That means that good marketing is more likely to reach the entire family than just a single person. To bolster your support of diversity, highlight your Spanish-speaking employees.

While it might be possible to use modern technology or translation services to help English speakers work with those who prefer Espanol, there is a much stronger connection made when both parties can talk to each other without the interruption of a translator. Let potential shoppers know that you have staff members who are like them and that are here to support the journey through sales, financing, service, and more.