Let’s start with a little anecdote:
When clients search for a marketing service, they have numerous agencies to choose from, so having a story that resonates can be a key factor in the client’s decision.
Our CEO shared her story on our website, and because of that, we captured the attention of specific clients as they searched extensively for a potential agency. They connected to her story, and that was the hook that led them to select BOLD as their marketing agency.
The best way to generate empathy and captivate the Hispanic audience is through real stories of other Hispanics.
You’ve probably heard about the art of storytelling- narratives capable of seducing, captivating, and impacting people. In digital marketing, this content strategy involves telling stories about a product, service, or brand. In other words, stories that sell.
However, the need to target a specific audience, in this case, the Hispanic market, can present a challenge. To truly captivate them, storytelling must have certain ingredients that, when combined, create stories that touch the heart of the Hispanic audience. And, of course, sell your brand.
How do you reach the Hispanic audience?
Why use storytelling?
The goal of this tool is simple and practical: to emotionally connect with your audience. Stories that evoke emotions are the ones that users remember best. This strategy lets your audience better grasp the message by personally identifying with your story.
How to craft storytelling for the Hispanic audience?
You can establish a greater connection with your audience by sharing various aspects about yourself and your company. Depending on your goals, you can talk about who you are, what you do for your audience, your services, your values, how you contribute to the community, and more.
If you’re wondering how to get started, here are some key points to consider:
- Know your audience: It’s crucial to understand the Hispanic audience so that you can directly speak to them and make sure they identify with your story. Understanding their language, values, customs, and more will help establish a deeper connection.
- Define the message: As mentioned earlier, storytelling helps you sell, but it also allows you to promote a service, raise funds, strengthen a campaign, and more. The message you want to convey depends on your objectives and target audience.
- Type of story: Whether it’s a story about yourself or meant to inspire some kind of action in the Hispanic audience, it’s important to define the style of story you want to tell. Here are some examples:
- Who I am: This is your company – Narrate your brand’s strengths and virtues to spark the interest of the Hispanic consumer and make them want to get to know you. Also, share the benefits you offer and how you help them.
- Know my values: Using storytelling to highlight your company’s values helps to create empathy with the Hispanic audience. You can showcase your impact on society and all the positive aspects that define your brand.
- What you offer your audience: A story more focused on the consumer. Highlight the benefits they will gain from using your products and services, and show them who they can become by using your brand.
- Know your target audience: A story directly aimed at the Hispanic audience, highlighting their customs, traditions, and values, with the consumer as the protagonist and user of the brand.
- Elige el medio: es importante que tengas en cuenta dónde tiene mayor presencia el público hispano para elegir el canal más adecuado para compartir tu historia. Existen también diferentes formatos que puedes aprovechar para difundirla. El video y las redes sociales suelen ser los mejores medios de difusión.
Keys to successful storytelling:
Finally, here are some recommendations to keep in mind when telling a story:
- Always be mindful of your Hispanic audience and their characteristics so that you can incorporate them into your story.
- Storytelling should always be entertaining, as these stories keep the audience engaged and captivated until the end.
- A good story includes characters who encounter a conflict that (with the help of your brand) is resolved in the end.
- Make the Hispanic audience identify with the characters in your story. Include celebrities, actors, protagonists, families, etc., that reflect this community. This is one of the best ways to establish a connection with the Hispanic audience.
- Remember that translating from English to Spanish doesn’t necessarily mean you are effectively communicating with Hispanics. Content should be transcreated to consider their expressions, words, and language.
- Having a team of experts can be the best option to help you create unforgettable stories that resonate with the Hispanic audience.
This form of art goes beyond just telling a story. It’s a strategy that has been employed for years and has specific characteristics, making it more effective in captivating and engaging a specific audience.
You, too, can tell stories that sell!