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Marketing Your Law Firm To The Hispanic Community

Articles - Jun 14 2023

The Hispanic community is a significant demographic in the United States. According to the U.S. Census Bureau, Hispanic people made up 18.5% of the U.S. population as of 2019. That number has increased since then.

As the fastest-growing demographic in our country, Spanish-speakers seek law firms and other legal services that speak their language. There is a sizable Hispanic market seeking help with their personal injury, immigration, and criminal cases. How do you plan on reaching out to them?

Here are a few marketing statistics about the Hispanic population to keep in mind:

More than half of the U.S. Hispanic population is under the age of 29.
Hispanics account for almost half of U.S. population growth.
TV makes up over 45% of total ad spend.
44% of Hispanics say they only consume online content in English.
Hispanic users spend nearly 10.5 hours per week using the internet on their smartphones, compared to the overall average of 8.4 hours.
Hispanic millennials are more likely to interact with brands on social media.

Your law firm needs to engage with the local Hispanic market. This will probably require a shift in your current marketing strategy. ULTIM Marketing has compiled a couple of tips to help you market your law firm to Spanish-speakers.

Defining The Hispanic Market

Before you start engaging with the Hispanic market, you need to understand what terms like “Hispanic” and “Latino” entail. The term Latino is a more specific term that refers to people of Latin American descent, whereas Hispanic is broader and typically includes all Spanish-speaking people.

The Hispanic community is highly diverse, and no umbrella marketing strategy will specifically work for everyone. But, while there are differences in Hispanic heritage, there are cultural similarities you should consider when implementing your marketing strategy for this community.

Ensure you are culturally aware of the significance of the Hispanic community and all the groups within it. Cultural barriers often keep law firms from targeting the Hispanic consumer. It’s essential to educate yourself about the Hispanic population within your particular community.

Speak Their Language

This may seem like the most obvious tip, but it’s also the most important. We can’t stress enough how important it is that you include bilingual marketing techniques in your strategy. Language and cultural barriers can cause issues with your law firm’s ability to service Hispanic clients properly.

With 44% of Hispanics consuming online content in English, that leaves 56% consuming online content in Spanish. You want to make sure you include Spanish on your website, social media, and other marketing materials, so you reach more of that side of the Hispanic market.

Imagine a Hispanic woman was in a car accident and needs to contact an attorney for her case. She scrolls through Google to search for a law firm, but there’s no Spanish on your social media or website when she researches your firm. It’s unlikely she would choose you to represent her case.

If your law firm used Spanish marketing materials, you might have obtained a new client. But because she feels like her voice isn’t represented on your website, she moved on. Imagine how many more Hispanic clients your firm would represent if you included bilingual marketing in your strategy. Even bilingual clients will appreciate that your firm uses both English and Spanish.

When you make your website bilingual, make sure you understand the Hispanic demographics in your particular area. You need to understand the issues they are facing and make all of your content culturally relevant. Then, you can position your law firm as an expert in those areas through your Spanish content.

If you start using Spanish marketing at your law firm, you will get more clients. It’s that simple. ULTIM Marketing is a bilingual, full-service marketing agency. We can help you implement a bilingual marketing strategy to help you reach the Hispanic market and generate more leads for your law firm.

Connect With Influential Hispanic Personalities

Did you know that 85% of Hispanics in the U.S. listen to audio content online? Digital audio is just as popular as digital video among the Hispanic market. This means that digital audio is a great way to reach Hispanic consumers.

The Hispanic community trusts the radio personalities they regularly listen to. You can leverage this to help generate more Hispanic clients for your law firm. Get endorsements from Hispanic radio and TV personalities to boost your firm’s credibility.

You can also advertise your law firm on popular radio shows and podcasts that Hispanic listeners tune into so they are aware your firm effectively serves Spanish-speaking clients.

ULTIM Marketing has experience working with both television and radio advertisements, as well as endorsements from influencers. We have worked alongside different influencers to showcase other law firms, such as Josef Martinez from Atlanta United. We can help your law firm generate trust with the Hispanic community as well.

Use Testimonials

Testimonials help promote trust and confidence. They provide the potential client with insight into what it’s like to work with your firm. Rather than talking about yourself, it’s real people talking about their experience with you and why your firm is so great.

Law firms use testimonials to show people who they are. If you service the Hispanic community, you need to showcase that. You can generate trust among the Hispanic market by giving testimonials from Hispanic clients you have helped with personal injury, immigration, or criminal cases.

ULTIM Marketing’s experienced production team has created many successful testimonial videos for our clients. We can help you highlight your Hispanic clients and connect to the Spanish-speaking community.

Get Help Connecting With The Hispanic Market

There are so many potential Hispanic clients out there who need your help. How do you plan to reach them? ULTIM Marketing has experience with bilingual marketing, and we would be honored to help your law firm implement Spanish-focused strategies.

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