Marketing to Spanish Speakers with Hugo E. Gomez

Podcast: Play in new window | Download (Duration: 17:45 — 20.3MB)

In this episode, Alay and Hugo discuss:

Why all attorneys should be marketing to the Spanish-speaking population.
What sets Abogados NOW apart from other Spanish Legal Marketing agencies.
How Hugo became an expert in multicultural marketing.

Key Takeaways:

1 in 5 people in the US speak Spanish (and the number of English-only speakers is decreasing).
Marketing to a Spanish-only market or English-only marketing is different from marketing to a bicultural market.
Give consumers what they want. The Hispanic market wants mobile accessibility, and ads done there will do well for that population.
Most Spanish-only speakers will bring an English speaker to their consultations, even without being asked.

Tweetable Moments:

“It’s safe to say that if you’re only focusing on English marketing, you’re probably investing in a shrinking market. Whereas the most underrepresented market in the country in the legal category is the largest population in the country.” — Hugo E. Gomez
“Marketing to a bicultural market or to Spanish speakers doesn’t just involve translating your English copy into Spanish.” — Alay Yajnik
“When I realized that Spanish consumers largely look for professional services on their mobile phones, it was sort of a eureka moment that I really had to build an organization that helped attorneys talk to Spanish-speaking consumers on their phones through digital marketing.” — Hugo E. Gomez
“Your approach should incorporate culture as much as it does language.” — Alay Yajnik

About Hugo E. Gomez:

Hugo E. Gomez is the founder of Abogados NOW, a national Spanish marketing agency that helps attorneys advertise to underrepresented communities. With a mission to forge greater awareness of Spanish-speaking communities, Hugo and his team create high-performing and cost-effective Spanish digital marketing campaigns to help attorneys grow their firms.

Hugo’s passion for empowering underrepresented communities began early in his career. He noticed a gap in the legal industry and set out to create a solution. With years of experience in digital marketing and a keen understanding of the Spanish-speaking market, Hugo developed a custom Spanish marketing plan that helps attorneys reach a market that other firms are missing.

At Abogados NOW, Hugo leads a team of human beings who are not just marketing experts, but advocates for justice. They implement multicultural best practices and accurate data to create effective lead-generation programs that maximize ROI for legal practices. Through their work, Hugo and his team help communities find justice by connecting them with legal professionals who can help them.