{"id":1732,"date":"2018-05-04T00:00:00","date_gmt":"2018-05-04T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1732"},"modified":"2018-05-04T00:00:00","modified_gmt":"2018-05-04T00:00:00","slug":"become-an-innovator-engaging-the-underserved-u-s-b2b-hispanic-market","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/become-an-innovator-engaging-the-underserved-u-s-b2b-hispanic-market\/","title":{"rendered":"Become an Innovator: Engaging the Underserved U.S. B2B Hispanic Market"},"template":"","blog_categories":[2,5,107,8,15],"resource_categories":[27,37,34,30,24,35,26,23,22,17,18],"targeted_localized_audience":[60],"document_categories":[],"class_list":["post-1732","blog","type-blog","status-publish","hentry","blog_categories-b2b-strategy","blog_categories-international-business-strategies","blog_categories-translation-technology","blog_categories-international-business-strategies-us-hispanic","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-industry","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-topic-website-translation","targeted_localized_audience-us"],"acf":{"blog_short_description":"Hispanic entrepreneurs are looking for companies that understand their needs and speak their language.","news_inline_styles":"","blog_video_id":"","article_body":"

Most U.S. Hispanics are fluent in Spanish and speak it regularly at home and at work\u2014and many prefer navigating online in Spanish, too. B2C companies figured this out long ago, and often offer Spanish-language websites to appeal to Hispanic consumers.<\/p>\n

Too many B2B companies, however, aren\u2019t following their lead. That\u2019s a big missed opportunity, considering the astonishing growth of Hispanic-owned businesses. In 2016 alone, U.S. Hispanic-owned businesses reported sales of $668 billion\u2014more than double the total for 2007.<\/p>\n

\n

Most U.S. Hispanics speak Spanish regularly at home and at work\u2014and many prefer Spanish online, too.<\/p>\n<\/blockquote>\n

Nine out of ten B2B buyers say online content has a \u201cmoderate to major\u201d effect on purchasing decisions. And it\u2019s long been known<\/a> that customers prefer to transact in their preferred languages. Put another way: If your B2B buyers can\u2019t read your website, many won\u2019t buy at all.<\/p>\n

Hispanic entrepreneurs are looking for companies that understand their needs, want their business, and quite literally speak their language with a Spanish-language site. You should be serving them.<\/p>\n

The Benefits of a Spanish-Language B2B Website<\/h2>\n

You reap distinct advantages when you translate your English-language site into a powerful Spanish-language version. Here are a few ways your company benefit in the short term, and for the long haul:<\/p>\n

Credibility Boost<\/h3>\n

For starters, a translated site signals your sincere interest in, and commitment to, the Hispanic market. You stand out among other B2B organizations as someone they want to do business with.<\/p>\n

Cost Savings for Marketing<\/h3>\n

Since there\u2019s less competition in advertising to the U.S. Hispanic B2B market, pay-per-click ad rates are less expensive in the Spanish-language marketplace. This translates into lower costs for keyword bids. You\u2019ll also realize savings in paid social advertising or sponsored content, thanks to the largely untapped market and economical advertising costs associated with it.<\/p>\n

Cut Through the Noise <\/h3>\n

For Spanish-speaking entrepreneurs, encountering localized omnichannel content\u2014such as marketing emails or social posts\u2014can effectively and resonantly cut through the \u201cnoise\u201d of all the English-only marketing and sales content they receive day in and out. This can be unexpected and memorable, and adds a level of personalization.<\/p>\n

A Competitive Edge in Search<\/h3>\n

Google\u2019s Spanish-language index isn\u2019t as competitive as its English index. By having a well-translated, robust website experience in Spanish\u2014and by providing the right signals to search engines\u2014your company, and its products or services, can easily acquire a good ranking for Spanish-language queries. This naturally boosts your site\u2019s discoverability and credibility.<\/p>\n

Benefits to Staff and Customers<\/h3>\n

When information about your products or services are localized, Spanish-speakers of all kinds\u2014from your buyer\u2019s customers to their Spanish-speaking staff\u2014can benefit. Users can become more educated on your offerings, and staffers can deliver superior customer experiences to Hispanic customers.<\/p>\n

Signs of Great Solutions<\/h2>\n

If you want to engage with this thriving, growing B2B market, you\u2019ll want to use a website translation solution that eliminates operational complexity, and can maximize the visibility of your website for your new customers. <\/p>\n

Here are two characteristics to look for in a website localization provider:<\/p>\n

Simplify the Process of Updating Content<\/h3>\n

Look for solutions that offer turn-key workflows and technologies that automatically detect and queue new content for translation. This is far more efficient and less risky than relying on time-consuming manual processes. For instance: Whenever your flagship site is changed or updated with new content, great solutions should automatically identify that content and put it into a workflow for immediate translation. <\/p>\n

Optimize Your Spanish Content for Online Searches<\/h3>\n

Because Hispanic business owners often use Spanish-language web searches to make critical purchasing decisions for their companies, it\u2019s important to not only have a Spanish-language site for your business, but to optimize that site for search engines.<\/p>\n<\/p>\n

Look for a solution that helps you achieve that by translating your keywords, \u201chreflang\u201d tags, and metadata to match the searches most often used by Spanish-speaking decision makers. Even if it\u2019s not your primary goal, you may find that this process extends your business\u2019 reach to Latin American companies, many of which are eager to do business with U.S.-based vendors.<\/p>\n","article_body_code":"","news_image":{"ID":17324,"id":17324,"title":"InnovatorB2BHispanic_Hero.jpg","filename":"InnovatorB2BHispanic_Hero.jpg","filesize":29417,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/InnovatorB2BHispanic_Hero.jpg","link":"https:\/\/www.motionpoint.com\/blog\/become-an-innovator-engaging-the-underserved-u-s-b2b-hispanic-market\/innovatorb2bhispanic_hero\/","alt":"","author":"2","description":" \t","caption":"","name":"innovatorb2bhispanic_hero","status":"inherit","uploaded_to":1732,"date":"2018-05-04 00:00:00","modified":"2018-05-04 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