By Gary Garth
We heard a lot during the Presidential campaign about the importance of winning the Hispanic vote. But any campaign strategist knows you can’t paint such a diverse population with one broad brush. The same holds true for Hispanic business owners. The key to growing your customer base is developing marketing campaigns that target specific demographics and drives them to your website and bricks-and-mortar locations. In an age where we’re all connected 24/7 to the Internet and our attention spans are shorter than ever, search engine marketing is the most efficient and cost-effective way to do just that.
Having just advised you not to lump all Hispanics into one category, I will backtrack just a bit to point out there is one generalization that holds true: Hispanics are the fastest-growing segment of our local and national populations.
The U.S. Census bureau reports that Florida’s population grew by 1.46 million people from 2010 to 2015. Hispanics represent 51 percent of that surge. In five years, Florida’s Hispanic population grew six times more than non-Hispanic whites, and more than twice as fast as blacks. Nationally, Hispanics count for 56.6 million citizens. That’s 17.6 percent of the U.S. population, the country’s largest ethnic or racial minority. Local Hispanic small business owners who cater to Hispanic consumers should hear sounds of cash registers ringing (or computer mice clicking) when they see those statistics. Their customer bases are large and still growing.
Of course, thanks to the ubiquity of high-speed Wi-Fi connections and powerful mobile devices, the entire world has become one big consumer marketplace. While this enables local businesses to consider pursuing new customers outside South Florida, it also means they must compete for those customers’ eyeballs with other businesses nationwide and even internationally.
To make things even more difficult, consider this bit of irony: while consumers spend more time online than ever before, they have also never been quicker to hop from web site to web site. Consider these three statistics:
*We've seen a 20 percent increase in mobile's share of online sessions across the web in the past year;
*At the same time, we’ve seen an 18 percent decrease in time spent per visit across the web in the past year. As mobile accounts for more sessions, they’re getting shorter overall;
*But there’s a lot happening in these session: In the past year, mobile conversion rates have increased by 29 percent.
I call these “micro-moments”, and they are critical for brands to win. These are the moments that can keep a first-time customer coming back to your web site, or attract new customers to visit and linger. Search is the top online source used when gathering information about a potential purchase. Google has found that 86 percent of Hispanics use search to gather information, and that 93 percent of that group who remember seeing an online advertisement took action such as visiting a web site.
The challenge for Hispanic business owners is drawing Hispanic consumers to their web sites, and more importantly, how to keep them from leaving. We’ve found that search engine marketing campaigns that target both English- and Spanish-speaking Hispanic consumers yield significantly better returns:
*221 percent increase in click-through rates
*25 percent higher conversion rates
*63 percent lowered cost-per-click
*65 percent lower cost per conversion
An effective search engine marketing campaign leverages Google AdWords to compel consumers to visit a web site. You’re likely familiar with the ads that appear on the tops of your computer or mobile browsers. Those are AdWord ads. You identify which keywords will grab your target customer’s attention as he or she is searching Google. You only pay Google if that person clicks on your ad and goes to your site.
To ensure a high return on your investment, be sure to target the right audience(s) for your market. For example, if you own a surfboard store on Miami Beach that caters to the local Hispanic communities, don’t blanket the entire country. Unless you’re selling surfboards online and shipping them nationwide, don’t bother targeting people shopping for surfboards outside South Florida. Target only the local communities, beaches and cities near your store so potential local clients become aware of your services and generate sales.
AdWords can also provide you with invaluable data on your customers’ behaviors and preferences, and whether you’re getting a good return on your investment. You can do this by implementing Google Analytics, Conversion Tracking or Call Tracking.
Of course, getting people to your web site is just step one. Your landing page must keep them on your site, and compel them to take specific actions such as requesting more information or making a purchase. There must be a strong correlation between the ad that the user clicked and the page on which they land. If users do not find what they expect, your bounce rates will be unacceptably high. Bounce rate indicates the effectiveness of a website in encouraging visitors to stay. A good bounce rate is generally below 60 percent.
So the benefit of maintaining a high degree of relevance between your ads and landing pages is enormous. On one hand, you enjoy better quality scores and on the other you achieve a higher conversion rate in conjunction with lower bounce rates. This sets you up for an improved ROI on your ad spend.
Done correctly, search engine marketing can be your best marketing tactic for targeting specific audiences within the local and national Hispanic communities. You can set up your campaigns in English, Spanish, by geographical area and even target visitors who have left your site. Search is the most efficient outlet to get measurable and quick results because, unlike most other forms of advertising, you can see in real time how each dollar spent is working (or not) and quickly make minor or major adjustments.
Finally, be sure to avoid the common mistakes that drive first-time visitors away from your site. Delete or optimize visibly outdated content, modernize tired-looking design, ensure your call to actions are set up properly, and establish your credibility by making sure your contact information is always visible, maintain a blog, and provide easy access to customer service and support resources.
Gary Garth is co-founder and CEO of White Shark Media. He is responsible for guiding the company’s strategy and growth.