The Spanish language, as used in the day-to-day lives of many people living in the U.S., isn’t going anywhere soon. In fact, Spanish, which is the second most common language on the planet (Mandarin Chinese is number one), is only set to grow. That simple fact, combined with the six compelling reasons below, which address why Spanish website translation shouldn’t be ignored domestically, ought to be more than enough to convince business managers and CEOs of the commercial and marketing benefits of implementing a Spanish website localization strategy in the U.S.
1. The U.S. Hispanic Population is Massive
To begin with, the Hispanic population in the United States is massive. Numbers do matter. And with around 58 million Hispanics (17.8% of the total U.S. population) in the country, according to the US Census Bureau, a business that invests resources toward localizing its web portals into Spanish — even though many Latinos also search for content in English — will be building an important digital marketing tool that will help get the company’s messages across to significant (in this case Spanish-speaking) portions of the overall population.
2. The Ubiquity of Cell Phone and Internet Searches
When thinking about Spanish website translation and Spanish language marketing approaches, it’s important to factor in the ubiquity of cell phone and internet searches in our modern culture. “Nearly all of the population rely on their cell phone and the internet to learn and research,” Dave Orecchio, owner of the MA based inbound marketing agency Bristol Strategy, Inc., tells GlobalVision. “What’s more, the majority of web-based content is informational in nature.”
After setting aside navigational and transactional web searches, the informational nature of online searches, in essence, means companies investing in web page translation for the domestic Spanish-speaking market, “must not only translate their online content into Spanish, but also implement digital marketing strategies that deliver the right content they [Spanish speakers] are looking for that satisfies the informational content they seek,” Orecchio explains. By giving people the content they’re searching for, they’ll be more likely to stick around a while, and pay attention to whatever else it is that you have to say.
3. The Youth Culture behind U.S. Hispanic Population Growth
While Hispanic population growth has slowed down some in recent years, “Hispanics continue to account for more of the nation’s overall population growth than any other race or ethnicity,” the Pew Research Center reports. And with around 60% of Latinos falling into the Millennial category, or even younger, they are, and will continue to be a huge part of the economy. This means Spanish web page translation and website localization will also continue to be vital in the world of savvy, youth-oriented digital marketing.
4. Hispanic Smartphone Use Outpaces the General Population
Hispanics are outpacing the rest of the U.S. population when it comes to smartphone use. According to a report from the digital market research company eMarketer, Hispanics spend on average 10.5 hours per week interacting with their smartphones, compared to 8.4 hours for total smartphone users. It’s clear that Spanish website translation, especially for people who prefer to, or often search the web in Spanish, is key to capturing their attention. More hours spent on smartphones means a greater chuck of the attention economy can be marketed to through a company’s website, Spanish in this case serving as an effective tool to help capture people’s valuable attention.
5. Spanish Website Localization Builds Brand Loyalty
One of the most important digital marketing takeaways when it comes to Spanish web page translation, according to Bristol Strategy’s Dave Orecchio, is that businesses that decide “to invest in Spanish translation” and create Spanish-language content will gain favor in Spanish-speaking communities. Because such a large portion of the Hispanic audience “is neglected (digitally) in the U.S.,” Orecchio continues, “any business that supports their needs will build brand loyalty and business from them.” Strong brand loyalty, as marketing professionals know, can often be worth more than gold.
6. Website Translation Services Can Help Provide Spanish Localization Strategies
Implementing Spanish website translation localization strategies for a business seeking to gain a foothold in Hispanic markets isn’t necessarily a walk in the park — but it doesn’t have to be an impossible nightmare either. The number of Hispanics in the U.S., their level of Spanish language ability and desire to search online in Spanish, immigration and identity trends, plus a host of other factors all contribute to the dynamic landscape of Spanish web page translation and digital marketing in the United States.
That being said, a seasoned website translation service provider like GlobalVision coupled with savvy digital marketing guidance from Bristol can easily walk you through the costs, benefits, pitfalls and marketing trends associated with Spanish website translation as it stands now — and prepare you for likely changes down the road, helping your company reach millions of new eyeballs, and potential new customers.
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