3 Tips to Gain U.S.-Based B2B Customers Via Spanish-Language Websites
Hispanic-owned businesses represent one of the fastest growing segments of the U.S. economy. Yet, most Spanish-language websites continue to focus primarily on the Hispanic consumer rather than on B2B customers who are entrepreneurs or business owners.
B2B businesses should actively seek ways to serve this growing network of customers. A key ingredient to doing that well, and gaining an edge against competitors, is to translate online and digital content into Spanish.
Why? Many Hispanic business owners prefer to speak Spanish, often serve their customers in Spanish, and prefer to conduct online research for B2B solutions in Spanish.
So how can B2B businesses reach this burgeoning group?
Tip 1: Recognize the Fast-Growing Market
U.S. Hispanic-owned businesses are on the rise. Within the past five years, the category has grown nearly 50% — from 2.3 million to 3.3 million companies. In contrast, the total number of all U.S. business entities increased by 2% during the same period.
They operate successfully in diverse industries, such as professional services, retail, healthcare, hospitality, financial services, manufacturing and utilities. In 2016 alone, Hispanic-owned businesses in the U.S. reported sales figures around $668 billion — an increase of $317 billion since 2007.
The Hispanic B2B community is strong, growing and a lucrative opportunity for businesses to target with a strong digital strategy. This includes serving them in their preferred language.
Tip 2: Treat Hispanic Entrepreneurs as Consumers
Digital assets drive business today. The B2B buying process is becoming more complex, and buyers are spending more time researching and evaluating potential solutions through the Internet.
About 90% of B2B buyers use the Internet to conduct research, just like consumers. Most make purchases via digital platforms, just like consumers. Nearly half use mobile phones during their research, and all are exposed to — and influenced by — social media networks and digital conversations, just like consumers.
This all means that smart design of digital content is more important than ever. Online consumers get frustrated with websites when content appears that has nothing to do with their interests. Meanwhile, 90% of B2B buyers say online content has “a moderate to major” effect on purchasing decisions.
Tip 3: Reach Out to Businesses in their Preferred Language
If Spanish-speaking U.S. buyers are behaving like consumers more than ever, and prefer to search the web and make purchases on digital platforms in their language of choice, companies should be serving them online in Spanish.
Most Hispanics consider maintaining fluency in Spanish to be culturally important for future generations. To capitalize on this opportunity, businesses must invest in a multilingual website that can not only reach English-speaking business owners, but this powerful and dynamic group of Hispanic business owners, too.
The Spanish-speaking B2B market represents a rapidly-growing segment of the U.S. economy, fueled by entrepreneurs who are successful, fast-moving and digitally savvy. These business leaders are looking for companies that understand their needs, want their business and who, quite literally, speak their language.
Related story: Customer Acquisition Boon: Market to Hispanics