Latino Marketing for Lawyers, Law Firms and Attorneys
Our Hispanic lawyer marketing campaigns begin at the community level with grassroots level tactics through education and outreach to community groups. We form partnerships to build name recognition for your law firm and establish a dialogue with potential clients. We build reputations of trust and friendship between local lawyers and local Hispanic populations. Through carefully targeted branding and public relations activities, we collaborate with key Hispanic advocacy groups to identify programming and sponsorship opportunities, participate in marketing events, produce marketing collateral material, develop Spanish language websites and place media in bilingual publications.
Marketing to Hispanic Americans requires a knowledge of the communities. We strategically integrate your law firm's message and brand into their activities and environment. This requires localizing our efforts through careful research of occupations, lifestyles, education levels and media consumption habits of Latino communities in your geographic area.
Hispanic marketing for attorneys is built succeeds when we bridge the communication gap that so often keeps minority groups from participating fully in society, such as in class action suits. Bridging that gap requires effective communication, which means nuanced messaging tailored to specific audiences. This requires an understanding of the values and behaviors unique to their cultures. Because Latinos have different levels of acculturation and language assimilation, it is critical to understand how the target audiences use the language prior to launching any communications campaign.
The more costly shotgun approach to Latino attorney marketing is practiced by those law firms who wish to dedicate significant portions of their marketing budgets for Spanish language mass media advertising. These efforts can be effective initially in building their firm brand by producing an immediate flood of phone calls, and occasionally a few solid cases. However, results are often superficial and short lived. Television advertising has a brief shelf life, requires continuous outlays of cash for costly production and airtime and has questionable cost/benefit outcomes in terms of building a legal practice for the long-term.
We develop a cost effective Hispanic attorney marketing program that engages Latino consumers and focuses on long range benefits (and in the most dignified manner). Our through thoughtful, well executed public relations activities create meaningful connections with Hispanic consumers and have the staying power that builds the trust required to capture this audience's attention.
Serving a Latino client base requires providing the best possible legal representation, but does not require that you be bilingual. Whether clients are bilingual or monolingual Spanish speakers, staff and family members can often serve the role of translators. Further, Inzunza Internacional offers intake and screening services through our Spanish Call Center.
Hispanic Americans are going online in droves. The number of Hispanics online will increase by a third by the end of the decade, exceeding 20 million users. Currently, 15 million Hispanics are online, by 2010, that audience is expected to hit 20.9 million users.
Online Hispanic law firm marketing is much like offline Hispanic law firm marketing. Diverse cultural heritages and differing levels of acculturation make for multiple identities, online and offline. Therefore, successful online marketing requires an in-depth understanding of the firm's target audience.
Hispanic marketing for lawyers online requires more than simply translating the law firm's website. Direct translations of content from English to Spanish miss the culturally relevant emotional cues that resonate with Hispanics. The risk of using software driven translation is that it misses the idiomatic phrases and nuances of language therefore, will not produce business-critical quality translations. Professional translation is a must!
To reach Hispanic markets through the search engines, it is equally important to understand how your target audience searches. Direct translation won't do it. Just as in English we need to know whether people are searching for "law firm", "lawyer" or "attorney", there are more than one way to say things in Spanish, often depending on the origins of the local Latino population. Also, depending on the level of acculturation, local Latinos might search "bilingually", mixing Spanish and English words. Understanding these factors can make your search engine optimization efforts bear better fruits.
Connect with Latinos online with a compelling Spanish language message, high-quality content and search engine marketing in Spanish. Inzunza Internacional can be your bridge to the Hispanic community online just as it is offline.
Gracias for visiting Inzunza Internacional, and our Latino attorney marketing and public relations services for lawyers.
