Sounding Off: Joe Gatto “The importance of the Spanish Language market using SEO”

Joe Gatto introduces the importance about planning a marketing digital strategy in Spanish to gain clients and expand business outside US. Gatto also highlights the significant role of social media regarding digital advertising.

Every business wants more customers, and to earn more money. Whether the economy is good or bad, business owners need to grow and advance. The Latin American market can deliver extra growth potential for small American businesses. The Commerce Department is encouraging it and available to help; and the Obama administration is determined to double U.S. exports.

A recent study by states that Latinos are the new ideal online customer. Their study found that more Spanish-speakers in the U.S. responded favorably to digital marketing than typical, native English-speaking Americans. Furthermore, they found that if marketers speak to Hispanics with a culturally relevant message, they are appreciative that the brand is trying to appeal to them and buy from that company.

So, how do small American businesses get customers and partners in Latin American countries, and gain Hispanic clients in the United States? By creating a strong presence online and conducting first rate SEO small American companies can gain a foothold in the lucrative Latin American market. Furthermore, making contacts in Miami and testing offers online directed at the Hispanic population in Miami is essential because the city is the gateway to the Latin American markets. Since Miami is predominantly Spanish-speaking, American companies can determine what offers will work in various Latin American countries and amongst Latinos in the U.S. too.

For a U.S. based company that exports to Latin America or a Latin American company that trades with American firms, finding new buyers can be challenging. Search Engine Optimization (SEO) is the least expensive and most effective way for small companies to get themselves in front of potential partners and consumers.

Of course, it is very important that people that might want a company's new product be able to easily find information about it online. SEO, in English and Spanish, is extremely effective and affordable for small import-export companies.

By optimizing for the best keywords in English and Spanish and building a network of links and contacts with other authoritative sites, the company can achieve the goal of getting on the first page of Google in both languages. In fact, the Spanish language keywords are easier because there are less sites competing for them, and when doing Pay Per Click ads the clicks are cheaper for the same reason. Also, this process will make the company available to more Spanish speaking customers in the U.S.

The rise of social media also helps to reinforce a company's SEO efforts by creating a network of links. More importantly, it creates a network of real people that are interested in a certain brand or product. The company can then get to know those customers and market directly to them by providing exactly what it is they want to buy. The company's social media marketing manager can establish a relationship with these contacts and observe how they communicate about the brand to further tailor the message, and to always stay in touch with them and enforce brand awareness.

Joe Gatto is Interactive Marketing Manager of Beach Marketing in Miami. Gatto specializes in mobile marketing services, SEO and social media marketing.

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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


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