Translating your digital products (i.e. eBooks, eCourses, etc.) might not be at the top of your priority list right this second, but I want to share with you all the reasons you should be doing it…. like STAT!
Let’s take a moment and think about the second (if not first) thing you hear when you call ANY business in the U.S.
“Para Español, oprima dos”.
Large businesses know that in today’s market, marketing to the Latin American/Hispanic communities is essential for their economic growth and sustainability. It is time for smaller online business, start ups and even entrepreneurs to begin to think along these lines as well.
Currently, there are 55 million Hispanics in the United States, making it the largest ethnic (or racial) minority, constituting 17 percent of the nation’s total population per the last census.
According to this article in the Latin Post, Hispanics held a buying power of $1.3 Trillion in 2015 in U.S. consumer markets alone (and projected to reach $1.7 trillion by 2020).
It’s no wonder every business provides the ability to cater to a Spanish speaking customer base.
And frankly, the Hispanic population in the U.S. is on the rise, already having a larger Spanish speaking population than the country of Spain! Yes, you heard right. Spain’s population has just under 47 million.
Okay, so now let’s talk about the online eLearning industry. You know, the one that is worth a whopping $107 billion?
While large corporations have been the primary users of this learning tool, smaller businesses, even bloggers are now taking advantage of this and creating lucrative businesses by teaching others.
If you are reading this, you most likely have a digital product like an ebook, online course or even something as simple as a guide or planner. You may or may not be generating a steady income stream from these products.
But how would you feel if you could increase your sales even further by offering your products in a second language? Especially, the second most powerful language in the United States?
Because let’s face it, in reality these Hispanic families stick to their roots and keep Spanish as their primary language spoken at home. Not only is it culturally significant for them to do so, but speaking Spanish is the only way they can continue to keep in contact with their families back in their home countries.
As a matter of fact, out of the 55 million Hispanics in the U.S. over 70% of them speak Spanish at home. That is over 38 million people.
Needless to say, the Spanish language isn’t going anywhere. Especially when the Hispanic population in the United States is projected to reach 60 million by 2020 and 119 million by 2060.
Yep, I said that…
Now….what if we could join these two amazing forces?
eLearning offers a great opportunity to the Hispanic community. Many Hispanics immigrate to the U.S. as professionals (doctors, engineers, certified nurses), but due to the current systems in place, they are not able to use their degrees and experience in the U.S. so they are stuck doing menial tasks in mundane jobs that do not tap into their true potential.
And if these barriers are not hindering their success in the U.S. enough, the language barrier usually is.
So as a result, the fact that they aren’t able to acquire better paying jobs results in less income, and a less than ideal living situation, keeping them confined to a low socio-economic bracket.
eLearning is a potential game-changer because it puts an amazing opportunity at their fingertips, literally. When building a business seems so out of reach, an elearning course or ebook can make that much of a difference to someone thinking they cannot acquire their dreams of becoming an entrepreneur, blogger, book writer… you name it!
eLearning gives the Hispanic community a new alternative to learning a new trade, starting a business or boosting the success of the businesses they already have in place by providing them with a more cost-effective and time-efficient way of learning.
What’s even better is that the online learning platform doesn’t confine you to just the U.S. You literally can reach anyone, anywhere on the planet and this is where that second language will really take effect.
With 21 Spanish speaking countries in the world plus the 55 million who reside in the U.S., the total population of Spanish speakers worldwide totals over 502 million, surpassing the total U.S. population by almost 180 million people!
Now that’s a pretty big pool of potential buyers. And while not everyone will fall into every niche, the importance here is that there is always a potential client out there looking for what YOU have to offer.
You are obviously providing some amazing information. And what if you are selling something that someone in the Hispanic community wants? What if 300 want it? What if 5,000 want it?
And what if language was the ONLY boundary? Would you consider it?
If corporations think it’s essential, then you are probably seeing the value in this too.
But how do you know, if this would be a success?
First and foremost you have to have that middle person who knows the language and culture and has had the experience working with both English and Spanish speaking individuals in professional settings.
This is key because no matter what profession I worked in, Hispanics gravitated to other Hispanics. It gives them a sense of comfort and trust knowing that you are “on their team” both figuratively, since you understand their struggles and literally since you are Hispanic and know the culture yourself.
And because Hispanics are immigrants and haven’t been here for decades, they are constantly trying to build their foundation, as César Melgoza describes. They are constantly seeking new connections and opportunities.
Having the commonality of speaking the same language makes these new opportunities easier.
So once you figure out how to overcome the language issue, you then have to know how to locate them. It’s a great thing we have social media.
*Chart information obtained from Pew Research Center. Numbers on left reflect percentages.*
Lucky for you Hispanics are very active, if not more on social media. Marketing to them would require little to no additional cost.
In addition Hispanics are discovering the power of Pinterest, which we know is one of the most powerful platforms you must be on if you wish to boost traffic to your online business or blog.
In 2012, Pinterest rolled out its Spanish version and now Hispanics are using it just as much as White, Non-Hispanics at 32%!!!
This is huge, especially since the there is not an over abundance of Spanish pins like there are in English just yet.
In addition, Instagram is widely used by Hispanics. The number one person with the highest following on Instagram is Selena Gomez, a Latina (we don’t count Instagram) with nearly 70 million followers.
I know what you are thinking…. while a singer might not be the best example to use, it does prove that Instagram is a great social media platform to find Hispanics and build a great following.
Also good to note is that Hispanics top the charts with Facebook usage coming in higher than everyone at 75% of its population using the social media platform. And while it is a great place to reach them, Facebook is mainly used by Hispanics to keep in contact with family.
It’s not something to discourage you from reaching out to them on Facebook, but it is good to be aware and know the difference of what social media platform they use and for what.
In addition, 28% of Hispanics use Twitter and while it doesn’t sound like a huge number, they outrank White Non-Hispanics at 20%.
Who woulda thunk it!?
There is no doubt that Hispanics are a HUGE market. And with the power of social media they can be reached just like any other group out there.
The only thing left is actually translating your digital product and really, it’s not that far-fetched of an idea when you have the right person who not only understands the culture, speaks the language, knows where to find them and already has a system in place.
It JUST MAKES SENSE. There are so many amazing eProducts out there. It is not necessary to create new ones; they just have to be transformed for a new consumer.
Which brings me to one of the reasons BossLatina was created – to bridge the gap between English and Spanish speaking entrepreneurs by translating and bringing amazing tools and content directly to them, eventually instilling confidence and building a foundation for their online and entrepreneurial success.
If you have made it this far, you are definitely serious about expanding your audience.
But if you are thinking that you are just a solopreneur and this wouldn’t be a fit for you, I want to give you just one little example that might just be the kick in the butt you need to start translating your digital products too.
Example: Ashley Horner – fitness model, trainer, spokesperson and all around badass. She has created a 7 figure business by selling her digital training programs and creating an audience from all over the world.
What’s even more amazing is that she is offering her first digital training program in Spanish! This is a classic example of taking an opportunity to satisfy a need.
So if you were perhaps thinking that your digital product was too “niche-y” and didn’t have a Spanish audience, you might want to reconsider.
So let’s take a leap and start translating your digital products! Unless you still need more information on how to get started.
Either way this chica is prepared!
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