The Hispanic population is the largest ethnic minority in the United States representing 18.5% according to the United States Census Bureau. The last census was in 2019 which revealed that 60.6 million people fall into this ethnic group. According to Statista the Hispanic population is going to reach 111.22 million by 2060.
On top of that, there are about 463 million native Spanish speakers worldwide. The Spanish language is the primary language in 20 countries worldwide as reported by Wikipedia. This makes the Hispanic consumers an attractive market for any business. With the proper translation services, any company can market effectively and attract Hispanic consumers for the long run.
The importance of Hispanic consumers for the US market
Given the data above, it is obvious that the importance of Hispanic consumers to the US market is significant. Any company will be happy to serve a population that speaks the second most popular language in the world. In order to penetrate this prolific market the business needs the right marketing strategy. Take into account the cultural differences of people who may speak the same language but live in different locations. Choosing the right Spanish language is the key to a successful marketing campaign that brings tangible results.
The first step is to differentiate between “domestic” and “foreign” Hispanic customers. The first group lives in the USA while the second group comprises all the other Spanish-speaking consumers around the world. There will be many differences in the second group and will have multiple sub-groups depending on the actual location.
In order to achieve maximum success with Hispanic consumers, it is necessary to localize into their own language. Translation services are the most useful assistant in this undertaking.
How to find the right translation for Hispanic consumers?
Marketing translation and localization is a specific field of translation services that encompasses several resources such as website localization, document translation, desktop publishing, and many more. In order to find the right translation services for your Hispanic consumers, take into account the following aspects:
- Who is your target audience – age, sex, occupation, family status.
- Where is your target audience – do the customers live abroad; in which country; are they part of your domestic market; are they located in your own state.
- What is their language – while Spanish is the logical answer there is definitely a difference between the language spoken in Spain, in Latin America, or in California, for example.
- How your product/service affects their life – distinctive features; similarities to familiar products; better price/quality ratio; promotions.
- Do you need to train your customers – do you offer manuals, guidelines or other technical specifications that go with your product; is it a specific service that requires registration or some kind of verification; is it a novelty product they need to learn how to use.
Once you have identified the specific needs of your customers, offer them a customized translation to meet their needs. An experienced language service provider will be able to give you advice on the type of service/s that best match your requirements. In any case, website translation and localization of your website will be necessary since this is your portal to the customers and you need to present your business in a language they understand.
Depending on the type of products you offer it is highly possible that you need technical translation or educational material translation which are quite specific as a service and require knowledge and expertise from the translator.
If your business is in the service field, it is possible that you need professional interpretation services so that you can fully serve your Hispanic customers and leave them completely satisfied with the service offered.
Different aspects of educational material translation for Spanish-speaking learners
When it comes to educational material translation, we can differentiate between two main types of the service:
- Translating for Spanish-speaking learners
- Translating for the Hispanic workforce
In both cases it is essential to use professional translation services in order to achieve the desired results.
When it comes to Spanish-speaking learners, we need to divide them into different groups. This will depend on factors such as their age, level of education, location, skills needed, or a combination of factors. All educational material should be properly localized so that it meets the specific needs of the target group. A translation from English into Spanish varies depending on those factors. Spanish-speaking learners are a significant percentage of all learners, so an investment into educational material translation is a smart investment.
The other question is whether Spanish translation is essential for the Hispanic workforce and the answer is “absolutely yes!” Providing initial and continuous training to your Hispanic workforce, ensures consistent operations, understanding, and application of OSHA requirements. This provides that health and safety standards are understandable to all. Company training is essential to boost employee motivation and is even more efficient when provided in their own mother tongue.
Clinical translation for the Hispanic community
Last but not least, pay attention to clinical translation and interpretation services. We have the best translation practices for clinical trials, so including Spanish as a target language means significantly increasing your audience by a relatively small investment. The Hispanic community in the USA benefits from medical translation and interpretation services. It is a part of their right to equal access to medical care in the country.
Here at ICD Translation, we have significant experience with Spanish translation and we can back your business up with the right service for any situation.