Lost In Translation? Marketing To Spanish Speaking Communities

Un-Billable Hour: Business Management Strategies for the Busy Lawyer Around the Community Table

Is your marketing missing a key component, say, a way to reach Spanish speaking audiences? Many attorneys miss a large segment of their community that wants legal services, if only they would reach out.

Guest Hugo Gomez founded and leads Abogados Now, a digital marketing company that helps connect attorneys in the U.S. with the Spanish-speaking communities around them. This is about more than hiring a translator, this is about understanding different cultures and reaching out to them. Go beyond adding a “Google Translate” button to your website. What works in English often doesn’t work in another language. Even in Spanish the language and nuances vary from country to country, community to community.

Think it doesn’t matter? The Spanish speaking market is the fastest growing segment in the U.S., and nearly 1 in 5 people in the country have connections to Spanish speaking communities. The numbers don’t lie. It’s a massive market. But it’s not easy, and it takes experts who understand the cultures. Reaching out, effectively, to the Spanish speaking markets in your area can be your competitive edge.

Learn the steps you can take to establish an entirely new arm to your marketing and the services you provide and the people you help. Learn about adding a layer of authenticity, understanding, and honest representation. What works, where do you present yourself, and how do you reach these markets?

Mentioned in this Episode:

Law360, “Abogados Now Founder On Reaching Spanish Speakers”

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