If U.S. Hispanics were a country, it would be bigger than Brazil in terms of population. With over 62M people, U.S. Hispanics make up 19% of the nation’s total population. According to the Population Reference Bureau, there is a rapid increase in Latino youth, due to past immigration of Hispanics to the U.S. who are now in their prime childbearing years, and the Latina fertility rate (2.1) being higher than the rate among black women (1.9) and white women (1.8).
The fastest-growing demographic, the Hispanic community, drives growth in the U.S. economically and culturally. In terms of growth of production, between the years 2010 and 2017, U.S. Latinx grew faster than Canada or even the same United States.
But don’t be mistaken. When we refer to the “Hispanic community,” we also refer to the most diverse and vibrant population, with different cultural backgrounds. Thus, defining it as merely a community of people is not representative of its multifaceted identity. What’s worse, taking a “one-size-fits-all” approach to your immigration attorney marketing in Spanish just doesn’t cut it.
Latino immigrants come from around the world, including Mexico, Puerto Rico, Cuba, and Spain. Each Spanish-speaking country that Latinos call home is another world, with cultural differences that make them unique. While this diversity may seem intimidating when attempting to win the Hispanic market as an immigration lawyer, it is actually an opportunity to learn from your local Hispanic community and what makes them remarkable.
There’s no better way to understand the U.S. Hispanic market than by segmenting them according to their level of acculturation, or assimilation into American culture. In our award-winning book “Beyond Se Habla Español: How Lawyers Win the Hispanic Market,” we discuss Claritas’ Hispanicity report, which divides Hispanic Americans into five distinctive segments: Americanizado, Nueva Latina, AmBi-Cultural, Hispano, and Latinoamericana.
Latinos move from their countries of origin to the U.S. with a goal in mind: To live the American dream. It’s not surprising that many Latinos think that the melting pot that is the U.S. offers a chance at a better life in many ways. Not only do Hispanic immigrants look for a safe environment to raise their kids, but they’re also looking for access to health care and job opportunities.
As an immigration attorney, we’re sure you know that it takes more than just migrating to the U.S. in order to reap the benefits available at “the land of equal opportunity.” Many Hispanic immigrants face language and cultural barriers when it comes to applying for legal residence, access to health care, safe work conditions, and upward mobility.
For starters, many Hispanic immigrants flee from gang violence, sexual exploitation, persecution, or extortion in their countries of origin. For instance, just in Central America, approximately 550,000 people sought refuge in neighboring countries in 2021, according to a report by the United Nations Refugee Agency. The truth is that Hispanic immigrants who have been victims of a crime are looking for an immigration law firm to help them apply for a humanitarian visa (Visa U) for them and their families to stay legally in the country and feel protected as authorities investigate the crime.
This is just the tip of the iceberg of the setbacks that U.S. Hispanics, especially noncitizens, experience. Taking these issues into account in your immigration attorney advertising will help you better connect with your Hispanic target market.
By now, you should understand the power of the U.S. Latinx market and the opportunities for your immigration practice to significantly improve their lives in the U.S. Let’s now dive deeper into the most important principles you should apply in your Hispanic immigration law firm marketing.
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For Hispanic immigrant prospects seeking your services as an immigration attorney, they’re looking for anything from help filling out paperwork to get their fiancé stateside, to a straight-up miracle that will keep them home. At Nanato Media, we believe in English and Spanish immigration marketing campaigns that will position your law firm as a trustworthy resource when help is needed.
With over a decade of experience in Latino marketing for immigration lawyers, we’re well-informed about the most relevant services Latino immigrants are looking for. With a solid marketing strategy that takes cultural nuances into account, you can get in front of your Hispanic market when they search for the following services:
You can help Hispanic permanent residents or citizens wanting to sponsor a foreign family member’s green card to navigate the legal system. What’s more rewarding than seeing families reunite after a challenging but worthwhile process? From working years in immigration lawyer marketing, we surely know how gratifying it is to work on family-based petition marketing campaigns.
Adjustment of status cases can be a long and arduous process to go through alone. Hispanic prospects will need help filing all that paperwork, and you need to find a way to let them know you can make this difficult process much easier. Either with Search Optimization, Google Ads, or pay-per-click campaigns for immigration lawyers, you can speak to their unique needs.
Hispanic potential clients facing possible removal or deportation from the place they call home need your help, and they need it fast. With such complex and time-sensitive cases, you’ll want your law firm to be Latino prospects’ first result. Let us let them know how you can help them.
By “language,” we don’t necessarily mean the Spanish language. That is because not all Latino clients are Spanish speakers or even prefer to communicate in Spanish. While it’s true that 72% of Hispanics and 75% of Hispanic households speak Spanish at home, the share of Latinos who speak Spanish has declined over the past decade, partly because 67% of Hispanics are U.S.-born and well assimilated into American culture.
Perhaps a bilingual immigration attorney marketing approach works for you. Perhaps, a clear-cut immigration attorney marketing in Spanish fits best with your target market. Speaking the language of your Hispanic prospects is taking these cultural nuances into consideration and building a marketing strategy that your clients can relate to.
Let’s face it: You’re too focused on winning immigration cases and positively impacting lives. Why not let us win you clients? If your focus is to conquer your local Hispanic market with culturally relevant messaging that resonates with them, then say no more! We’re a match made in Heaven. You’ve got the legal expertise, and we’ve got the multicultural marketing experience. We connect you with Hispanic prospects through:
Our bilingual, culturally relevant PPC for immigration lawyers will position you as the best solution for your local Hispanic market.
Rank first on the Google search results page for the most competitive keywords in English and Spanish. Your Hispanic potential clients won’t be able to look past you!
A good starting point to strategize your Hispanic immigration attorney marketing is by scheduling consulting sessions with the leading Hispanic marketing agency for law firms, that is, us.
You can stand out from your competitors with a distinctive sonic brand that gets your immigration law firm inside your Hispanic prospects’ heads, literally.
Search Engine Optimization for immigration attorneys websites in Spanish is crucial to becoming discoverable for Latino prospects searching for your immigration law services. With our SEO for immigration lawyers, you’ll surely break through the ranks.
Remember how we said U.S. Hispanics are digital natives? This service will boost your social media presence among Latino prospects with short, creative video assets about your immigration services.
Complement your immigration law firm’s brand with a Hispanic market brand built from scratch and customized for your specific needs.
Craft the most attractive television ads in English and Spanish focused on Hispanic audiences looking for legal services. As Hispanic TV advertising experts, we’ll help you get the prime time to connect with your Hispanic community.
Believe it or not, Latinos still listen to the radio. You can directly speak to them in a relevant and culturally fitting way with creative radio ads in English and Spanish.
With visually appealing and culturally relevant billboard ads displayed on the most strategic parts of town, your Comunidad Latina will see you crystal clear.
Stay ahead of the game with website design & development for lawyers that will provide you with a modern, mobile-friendly, and visually appealing website to showcase your law firm’s strongest assets.
Your local Hispanic market is waiting for your A-level immigration law services. What are you waiting for to increase your caseload with Hispanic immigration attorney marketing? Investing your resources into winning the market that is shaping the U.S. as a whole is a no-brainer, as is partnering with the leading Hispanic full-service marketing agency for law firms. It really is as easy as booking your initial discovery call, and you’ll be set to reach the fastest-growing demographic in the nation.