One of the things I learned several years back as a veteran-owned bilingual marketing consultant is that the Latinx community is incredibly under-served in regards to marketing and advertising to them. If a business DOES market and advertise, their website, videos, etc are often thrown through some sort of translation plug-in. This doesn’t work because language has colloquialisms, idioms, syntax, cultural references and more which make a word for word translation net to useless. However, If you do it right, you can make a huge leap in the profitability of advertising and marketing spend compared to cases coming in. For example, a legal keyword that you may be paying 125 a click in the English market may be 15 dollars in Spanish. There are 12 groups of different Hispanic cultures in Florida, with certain areas dominated by one sub-group or another. These include but aren’t limited to: Puerto Ricans, Cubans, Mexicans, Colombians, Dominicans, Brazilian, Ecuadorian, Peruvian, Castilian, Salvadorans, Guatemalans and Hondurans. (In full transparency, I get help from a native speaker for any language I am not completely fluent in when doing a campaign to that group)
