Reaching the Hispanic Market Online — It’s Easier and More Productive than Many Think
There are so many great things about living in San Diego — the weather, the ocean, the architecture, the culture. I happen to live about 15 miles away from Mexico, and I talk to a number of attorneys who want to reach out to the Spanish-speaking market. However, many are reluctant or unsure about how to use social media and websites to target this group. Often, they think that the Hispanic market is not logging on to search engines or plugged in to social media. Even if Hispanics are online, they may not be searching in English, goes the thinking.
However, this is a very short-sighted approach. I have several counter-arguments for why attorneys who make this assumption are depriving themselves of critical opportunities to reach new clients:
- While many first-generation Mexican immigrants may not speak English, their children do. These children attend local schools and are comfortable with English as a first or second language. When searching for attorneys, parents and grandparents are reaching out to their children, asking this teenage and young adult population to make searches on their behalf.
- Children and grandchildren of immigrants also have unprecedented access to the Internet, whether it's through smartphones or computers at work and school. It's very easy for this second generation to go online and search for legal counsel.
As some of my fellow LexisNexis bloggers have been reporting, more than three-quarters of adults who have looked to hire an attorney in the past year — 76% — used an online source at some point in the process, according to the Attorney Selection Research Study by The Research Intelligence Group (TRiG). Certainly, this group contains a larger number of Hispanics, as my fellow blogger Larry Bodine points out in a recent post "¡Hola! The New High-Tech Latino Client."
By assuming that the Hispanic market isn't utilizing the Internet, attorneys are depriving themselves of potential new clients. In order to get a free Website Evaluation and Consultation to learn more about tapping this crucial market, contact a LexisNexis Law Firm Marketing Specialist.
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