Hispanic Personal Injury Lawyer Marketing

In the competitive arena of Hispanic personal injury lawyer marketing, your law firm can get the upper hand and stand out from the competition by getting in front of U.S.

Hispanic prospects and letting them know you provide tailored, culturally relevant legal representation that resonates with your spanish speaking prospects.

Our full-service Hispanic marketing agency for law firms can help you conquer your target market. We deliver custom-made bilingual marketing to law firms from all practices, including personal injury.

However, if you want to speak the language of your Hispanic clients, your personal injury law firm has to do more than just speak Spanish. Your bilingual personal injury marketing strategy must align with your Comunidad Latina and their needs. You also need to consider every channel your potential clients use to search for legal services. As a dynamic and rapidly evolving group, marketing to potential Hispanic clients via one single platform just doesn’t cut it.

Are you ready to tap into one of the fastest-growing markets in the U.S.? Nanato Media gets your personal injury law firm in front of millions of Latinx prospects who need you when they need you most. Say adios to bland brand identity and hola to a dynamic online presence crafted through our expert web design, mobile-first approach, engaging content, strategic ads, social media savvy, and comprehensive campaign analytics.

Let us, Hispanic personal injury marketing pros, show you why U.S. Hispanics make the most loyal and valuable clientele for your PI practice and how you can make the most out of a culturally-relevant bilingual personal injury marketing strategy for your law firm.

The Hispanic market, an overlooked bonanza in personal injury attorney marketing.

The U.S. Hispanic population reached 62.1 million in 2020, becoming the nation’s second-largest racial group after White Americans. Accounting for nearly 20% of all Americans, many law firms still don’t grasp the power of the fastest-growing demographic in the U.S.

With $2.5 trillion in buying power, focusing your marketing efforts on the Hispanic market is no longer an advantage but the norm. For many personal injury attorneys, this is an untapped opportunity, but that is far from the truth.

As natives to digital platforms and hyper-connected on social networks, your PI practice is missing out if it’s not targeting Hispanic prospects online. It’s time to demystify the U.S. Hispanic market so that your law firm can reach them with an accurate message that connects with them on a deeper level.

Are you ready to tap into one of the fastest-growing markets in the U.S.?

Nanato Media gets your law firm in front of Latinx clients who need you when they need you most. Say adios to bland brand identity and hola to a dynamic online presence crafted through our expert web design, mobile-friendly optimization, engaging content, strategic ads, social media savvy, and comprehensive campaign analytics.

Let us, Hispanic Personal Injury Marketing pros, show you why U.S. Hispanics make the most loyal and valuable clients for your PI practice and how you can make the most out of a culturally-relevant bilingual personal injury marketing strategy for your law firm. 

Demystifying the Hispanic market

In our award-winning book “Beyond Se Habla Español: How Lawyers Win the Hispanic Market”, we discuss the different segments of the U.S. Hispanic population because, news flash, they’re not a one-size-fits-all demographic. According to the level of acculturation, or assimilation to American culture, ranging from the adoption of mainstream society’s values and beliefs to the retention of values and beliefs from one’s own culture, U.S. Hispanics are classified into:

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If you want to learn how to distinguish between these segments, we wrote an in-depth web article on how to know your local Hispanic market to build an optimal online marketing strategy.

While these five categories are equally important in terms of the quality of products and solutions they look for, there are two segments of the U.S. Hispanic population that deserve your full attention when it comes to your personal injury lawyer marketing efforts: Ambicultural and Nueva Latina. Why is that?

If you’re pointing towards a long, comfortable future alongside the growing Hispanic market, you must take into account that these segments represent the younger generations of U.S. Hispanics. And if your law firm still hasn’t prioritized incorporating Spanish-speaking staff, targeting segments of this population that are comfortable with English is a good, relaxed starting point.

Nevertheless, acknowledging the diversity of the U.S. Hispanic market is key for your personal injury practice to be a credible and reliable service for Hispanics. Cultural connection is important to the success your law firm could have in winning the Latinx market. But just as our book suggests, speaking Spanish is not the only means to the end of winning the Hispanic market. As Latinos continue to reshape the legal market as a whole, you can’t afford to stay behind the competition.

Hispanic prospects need your help with personal injury cases, and they need you now

The 2021 Census of Fatal Occupational Injuries shows a disproportionate risk of injury or death for Hispanic workers, with over 21% of workplace fatalities being Hispanic or Latino workers. To refuse to offer a tailored service for your spanish speaking prospects is to ignore that there is a need for legal justice when they suffer an accident or get injured.

The Bureau of Labor Statistics (BLS) reported that falls, slips, and trips were the leading cause of death for Latino workers. But Hispanic construction workers are not an isolated group. U.S. Hispanics, regardless of their profession, are at greater risk of suffering an accident and not getting the justice they deserve. Some of the most common accidents Hispanics suffer:

Some of the most common accidents Hispanics suffer:

Auto accidents

Car accidents are unfortunately a common occurrence in our modern world, which means that these claims are a hot commodity for personal injury attorneys. From head-on to rear-end collisions, you’ll want to beat the competition by targeting your local Comunidad Hispana with fully-optimized personal injury advertising.

Trucking accidents

Compared to auto accidents, commercial vehicle accidents have a low search volume. But when a Hispanic prospective client suffers a catastrophic 18-wheeler accident, we know that’s a worthwhile case for your PI practice. A bilingual personal injury marketing strategy targeting trucking accidents will put you in front of your local community.

Wrongful death

As a personal injury lawyer, we’re sure you’re here to serve people navigating the tragic loss of a loved one. Whether Hispanic prospects struggle to get life insurance benefits or don’t fully understand the process, we ensure they know you’re here to help them get their lives back on track.

There are various reasons why Hispanics don’t report an accident or file a personal injury claim:

Migration status 

Many Hispanics don’t report an accident because they assume their migration status will affect their personal injury claim. In fact, undocumented non-citizens are less likely to file injury reports, despite being eligible for compensation due to fear that their lives will be negatively impacted.

No health insurance

Hispanic adults are less likely than other Americans to have health insurance and receive preventative medical care. In 2019, only 50.1% of Hispanics had private insurance compared to almost 75% of white Americans, according to the U.S. Department of Health and Human Services.

Fear of losing their jobs

When it comes to accidents in the workplace, Latinos often don’t report an accident for fear that their employer might take it against them and fire them.

Fear of financial constraints

Many Latinos don’t know that most personal injury attorneys work on a contingency basis fee, meaning that they don’t have to pay anything out of their pockets to hire you for your services. However, when someone suffers an accident, it’s not uncommon to feel significant financial pressure to cover medical expenses and whatnot if there’s no knowledge of how contingency fees work.

Cracking the code of PI marketing for Hispanics

Understanding the reasons why Hispanic prospects might feel discouraged from seeking the legal representation they deserve is key to building your Spanish & English Personal Injury Marketing. This is because most of the generic messaging that may work for other demographics, such as aggressively fighting insurance companies to get the maximum compensation, may not necessarily work for a Hispanic prospect without insurance.

Underreported and misunderstood

Although Hispanics experience higher rates of worksite injury and death, these cases go underreported due to the stigma and misconceptions about the justice system. Facing unique challenges such as language barriers and culture shock, Hispanics who have suffered traumatic accidents need a lawyer that doesn’t only care about the cold facts of the case but also aims to provide emotional and psychological support.

This is precisely why your personal injury lawyer marketing can’t be a generic, poorly translated Spanish ad. If you really want to center on winning the Hispanic market, your law firm needs to get it right from the start.

Get started with your bilingual personal injury marketing strategy today

Why your personal injury law firm must target the Hispanic market

Not fully convinced that your law firm must direct its attention to winning the Hispanic market? Here’s why Hispanics make the BEST clients for your law firm.

When building your personal injury law firm, it’s important to be on the lookout for growing demographics and their needs. Yet, many PI lawyers fail to look at arguably the most important demographic for law firms wanting to increase their caseload.

Televisa Univision’s Adweek highlights the power of the U.S. Hispanic market not only by its growth in numbers but also by this demographic’s economic impact. After all, U.S. Hispanics’ GDP is expanding faster than those of Germany, the U.K., France, and Japan. Quite impressive, if you ask us.

Perhaps one of the reasons that dissuade your personal injury law firm from targeting the Hispanic market is that you and your team are not fluent in the Spanish language. Perhaps, you feel intimidated by a culture that’s not yours, and you don’t want to feel like you’re overstepping your boundaries. But don’t fret! While 88% of U.S. Hispanics say they appreciate businesses that talk to them in Spanish, 87% say that businesses that make an effort to invest in the Latinx community deserve their loyalty, per Kantar’s 2021 U.S. Monitor report. This takes us to our next point.

If you learn the ins and outs of the Hispanic market, you’ll understand that defining the right channels to target them is key. The good news? In the age of technology and social media, Hispanics are one of the most tech-savvy and digital-oriented demographics. If they can find it online, why keep looking?

Regardless of their age, Hispanics love the internet. In fact, 60% of U.S. Hispanics were either born or have grown up during the Internet Age, compared to non-Hispanic whites at 40%. Further, 98% of the Latinx population (from the age of two and up) own a smartphone. For the rest of the population, the number is 95%. And don’t worry, abuelitas can also use smartphones. Among Hispanics 50 or older, electronic gadget usage exceeds that of the rest of the U.S. population by a whopping 36%!

So, Hispanics love the internet, but they also love social networks. It’s not surprising that Latinx consumers aspire to stay well-connected and in touch with their friends, family, and colleagues. Across different digital platforms, Hispanics are more socially engaged than any other demographic, Nielsen shows. In 2018, about 77% of Hispanics said they had used social media in the past 30 days.

If your personal injury legal practice already has a solid online presence, it’s only a matter of understanding how Hispanics engage with content they see on social media. Check this out: For 27% of U.S. Hispanics, one of the most important reasons they visit social networking sites is to find out about products and solutions. They WANT to see your ad and be convinced as to why you’re their best choice.

But in order to stand out from the crowd, you need to know where exactly you can find your Comunidad Latina engaging more often, especially if you want to dominate the Latinx social media sphere. According to Nielsen, these are the social sites Hispanics like using the most:

  • Facebook: 74%
  • YouTube: 68%
  • Instagram: 45%
  • Snapchat: 32%
  • Twitter: 22%
  • LinkedIn 12%

If there’s anything you should know about Hispanics is that they are loyal. The 2022 Retail Customer Brand Loyalty Study evidenced this shopping habit, with 43% of Hispanic respondents identifying themselves as “Loyalists” (Finding a good source for their purchases and then sticking with it) compared to 34% identifying as “Roamers” (Preferring to shop around before making a purchase). Interestingly, Hispanic consumers were more likely to identify as Loyalists than any other ethnic group!

This is great news for law firms targeting Hispanics because that means they’ll find the best brand ambassadors just by the quality of their services. It’s bad news for law firms that don’t yet see the value of a sizable Hispanic clientele if you ask us. Being the largest consumer market in the United States, your law firm can fully take advantage of this growing and loyal market.

Provided that they are happy with your legal advice, one of the coolest ways your Latinx clients vouch for your law firm is de boca a boca, or word of mouth. As very social, family-oriented communities, Hispanics are very likely to share their consumer experiences online with reviews, ratings, and comments on social media. That’s what we call free marketing!

If you recognize the U.S. Hispanic market as a cultural and economic force in the nation, you can translate this very well into your marketing strategy. If not, your practice might just not be relevant to the fastest-growing demographic in the U.S. The Hispanic market is a very profitable business opportunity, but only if you know how to do lawyer tv ads right.

We know we’ve said that using Spanish words to market to Hispanics is not enough to create a cultural connection with them but keep in mind that building a solid Spanish personal injury marketing strategy can be a great way to build trust with your Hispanic prospects.

This is not to say that you should only talk to your Hispanic community in Spanish, however. Remember how we said there are different segments of the Hispanic population? Still, interestingly, even if there are segments that prefer to speak in English, 73% of U.S. Hispanics agree that their children continue their Hispanic cultural heritage, Spanish included.

The Latinx market is yours to win. What’s next?

So, you know why Hispanic prospects can be the key to growing your personal injury law firm. What’s next? Appealing to them in a way that’s relevant and in tune with their cultural roots, of course! While there is no secret formula to connect with your comunidad Latina, there are things you DEFINITELY should not do. Let’s tackle some of those rookie mistakes, shall we?

Mistake #1

Lack of Latinx representation in your marketing

This goes for law firms already targeting the Hispanic market: If your main target audience does not feel represented in any of your marketing, how do you expect them to think of your law firm as their go-to option? Whether it’s your presentation video or television ad, including Latino people is the bare minimum to build rapport and become known.

Mistake #2

Use of stereotypical figures and messaging

As Hispanics ourselves, we can attest to how cringy it is when a non-Hispanic yells at us “Buenos nachos!” as a greeting. Been there sigh. If you can’t understand that the Hispanic community is more than just piñatas, Cinco de Mayo, tacos, and sombreros, your law firm is not a good fit for the Hispanic community after all. As a Hispanic marketing agency, we love working with law firms that actually care about learning about the beautiful intricacies of Hispanic culture beyond increasing their caseload.

Mistake #3

Homogenizing a diverse demographic

In the same vein as mistake #2, a huge Hispanic marketing no-no is grouping all Hispanics into one box and calling it a day. U.S. Hispanics have a very diverse heritage, with at least 15 large origin groups from South, Central, and North America and the Caribbean. One thing is for sure: You can connect with Latinos at all stages of acculturation if you partner with a Hispanic marketing agency that understands your local market.

Why a Hispanic legal marketing agency is your best shot

Look, we know that understanding the complexities of the U.S. Hispanic market to its full extent is no easy task. That’s why hiring an agency focused on Hispanic personal injury marketing is your best shot. Even if by now you get the full grasp of why your personal injury law firm should focus on getting Hispanic clients, you’ve got a business to run. Why not let us handle your bilingual personal injury marketing?

We help you understand your Hispanic market segments

No Hispanic community is the same. Targeting the Texas Hispanic population is one thing, while targeting Hispanics in Florida is a whole different experience. Good thing that we have our fair share of experience working with law firms across the country! We enjoy helping attorneys understand their Hispanic market segments and crafting customized strategies that work for their specific needs.

We handle your bilingual personal injury law firm marketing

We offer thorough, all-encompassing solutions we’re sure your Hispanic prospects will like and resonate with. Here’s just some of the magic we do at Nanato Media for personal injury law firms:

Bilingual PPC

Are your Google ads not performing? You can effectively target the Hispanic market with bilingual, high-intent pay per click campaigns that will make you their first option.

Bilingual SEO

Break through the Google search results with skilled search engine optimization for the most competitive keywords in English and Spanish.

Latinx Strategy Session

If you haven’t yet found out about the most profitable opportunities marketing to a spanish speaking audience, our two-session program helps you identify them.

Spanish SEO Content Accelerator

Reach the Latinx market quickly and efficiently with our SEO content accelerator program designed to optimize your legal website’s most important pages in Spanish.

Latinx Social Domination

Conquer the Hispanic market by targeting where they spend the most time: Social media. With campaigns tailored to social media, you will become your target audience’s most influential legal figure in your practice area.

Hispanic Market Brand Kit

Your law firm can successfully win the Latinx market by creating a Hispanic sub-brand tailored to your spanish speaking community that conveys Latinidad y sazón.

Billboard Advertising

Captivate your Hispanic community's attention through strategically positioned billboards, empowering your law firm to seamlessly communicate with both English and Spanish-speaking prospects.

Website Design & Development

Empower your connection with the Latinx market through our law firm website design and development solutions. We deliver visually appealing designs and culturally relevant content that enable you to effectively engage with a Latinx audience.

Explore our diverse range of Hispanic marketing services

We have deep cultural connections with Spanish speaking clients

We’re multicultural marketers with vast experience targeting the Latinx market. While we’ve called many places home, we keep our Hispanic roots, and we integrate them into our everyday work. There’s no one as qualified as we are to handle your Hispanic personal injury marketing because we know our community’s needs and wants first-hand.

Our experience backs us up

Look, we don’t believe in choosing a favorite child, but when it comes to Hispanic law firm marketing, personal injury bilingual marketing is our #1 expertise. With over a decade of experience, we’ve managed tens of millions of dollars in bilingual campaigns for lawyers, so yeah, we know what we’re doing. Your client base wants someone experienced in navigating turbulent waters, so it makes sense to us that you’d want the same.

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Get started with your bilingual personal injury marketing strategy today

Congratulations! You made it to the end. By now, we hope you’re fully convinced to invest your marketing efforts into winning your local market with Hispanic personal injury lawyer marketing. We know you’ll not regret it one bit. You can get started with your bilingual strategy literally right now by booking your free initial discovery call with us to discuss your goals and find out if we’re a match made in heaven.

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