Reaching Hispanic Markets

Communicating in Spanish is a strategic move in today’s world as companies target the ever growing Hispanic Market in the USA and Latin American countries. Your potential Spanish speaking customers will respond positively to your marketing efforts if you communicate in their own language. However, non-Spanish speakers face the challenge of bridging the language barrier. Many companies have tried, with different degrees of success.

I’ve seen many corporate marketing efforts to communicate with the Hispanic population. A few years ago, I opened the Houston Chronicle one morning just to find that part of the sport’s section was in Spanish. It was not surprising that given the large Latino population in Houston, they wanted to reach them by offering them news of the Soccer World Cup. To my surprise, the quality of the language was dismal. To their credit, they’ve improved significantly since the early days and now have professional Spanish writers and professional translators on staff that is responsible of producing a Spanish only publication.

The challenges faced by the Houston Chronicle are not unique to them. Many companies, governments and individuals need to communicate in Spanish so we’ve prepared a few tips on how to select the right Spanish translator for your Spanish communications.