Bilingual PPC for Law Firms

Hispanics are a diverse demographic

Contrary to popular belief, Hispanics are not a homogenous group you can speak to in the same ways and then call it a day. It all depends on their level of acculturation, or assimilation into U.S. culture. A report by the Hispanic Star shows that 67% of Hispanics are U.S.-born, while 13% are Foreign-born but naturalized, with 20% being Foreign-born non-Citizens.

In our award-winning book “Beyond Se Habla Español: How Lawyers Win the Hispanic Market,” not only do we dive deep into bilingual PPC marketing, but we also help you understand the different segments Claritas divides the Hispanic market: Americanizado, Nueva Hispana, AmBi-cultural, Hispano, Latinoamericana. We also wrote an explainer article you can read here.

Basically, you can’t box all U.S. Hispanics and pretend that your messaging will be relevant to all of them. Though they share similarities, they’re also incredibly dynamic and multifaceted.

Hispanics love to be online on their smartphones

That’s right. If you’re looking to target the Hispanic market, you better do it through digital marketing solutions such as PPC for attorneys, because Latinos love the internet and social media.

A Thomson Reuters’ FindLaw report found that 45% of households with Spanish speakers use social media as their online resource for finding an attorney. Not only that, in general, Latinos are ahead of the digital curve, as Nielsen reports. The average Latino is more likely to own a smartphone and use cutting-edge digital media on the internet.

As Latinos become the “audience of the future,” you can’t afford to not have the upper hand when it comes to targeting them on the right channels. A strong PPC marketing for attorneys strategy will put you in front of Latino prospects looking for legal services: A.K.A potential clients.

That’s why it’s important that, when you set up your bilingual PPC marketing strategy, you also consider optimizing your campaigns for mobile-first audiences. It’s more likely that Latinos will be searching for a lawyer on their smartphone than on their desktops. To achieve the biggest impact with your law firm’s bilingual PPC campaigns, make sure you set up the ads for mobile devices.

Hispanics love when you speak their language and culture

If there’s a simple but effective way to connect with your local Hispanic market is by adding Spanish to your marketing messaging. And we don’t mean those poorly translated articles or social media posts that don’t speak to your Comunidad Latina at all.

When we talk about using Spanish in your marketing effectively to build trust with the Latino community, we mean intentionally crafted messaging that takes their cultural roots into account and that shows that you’re making an effort to understand their heritage. The U.S. Hispanic market loves when brands do that. According to the Kantar 2021 U.S. Monitor report, 88% of U.S. Hispanics say they appreciate businesses that speak to them in Spanish, and 87% feel businesses that make a sincere effort to be part of or invest in their communities deserve their loyalty.

If you need another reason why Spanish and English PPC for lawyers is your best choice, this is it. With bilingual PPC campaigns that are fully customized and targeted to the Hispanic community, you will find success because Hispanics love it when brands make the effort to speak to them in their native language.

Now that you understand the unmatched power of the Hispanic market and what it means for your market, it is time to evaluate the best bilingual PPC strategies for your law firm.