Marketing to non-English-speaking or English as a Second Language (ESL) clientele opens up the possibilities for a much wider and diverse client base. However, not understanding the tactics needed to reach this market successfully can lead to disappointment. There are an estimated 37 million Spanish-speaking people in the U.S. alone, with another 10 million that speak one of the other top 8 non-English languages. There are benefits to understanding how to reach and communicate with this largely untapped market.
Marketing could easily be the most difficult part of operating a law firm. Given the power marketing holds in determining your success or failure as a law firm, it is an integral part as well.
Unfortunately, many law firms are unfamiliar with the "ins and outs" of a successful marketing campaign, and they throw money away on tactics that are ineffective or financially unsustainable. Not having a solid marketing strategy in place early in the process is a recipe for disaster. With that in mind, here are the most common ways law firms waste money when marketing to non-English and ESL customers.
Not Knowing Your Target Market
Market research into the potential of your intended audience and the most efficient means for entering that arena is the vital first step many marketing newcomers overlook. Before you even think of purchasing either ad space, pay-per-click contracts or even fliers, take the time to learn where your target market obtains their information. For instance, almost two-thirds of YouTube viewers are from non-English-speaking accounts, and in the United States alone, just 40 percent of the people using Facebook are native English speakers.
Not Speaking Their Language
Not Tracking Your Results
Make sure you understand and adjust your marketing strategy based on what is working and what isn't. If a plan isn't bringing you new leads, we suggest that you cut it and change direction. Next, find out what is bringing in those leads. The result of your findings may mean shifting strategy from time to time, but by following the numbers, you can adjust your strategy to minimize risk.
Speak the language of your target audience. Make sure to provide options throughout the conversion process to keep them engaged.
Track your results. Continuing to follow ineffective strategies is a significant waste of marketing dollars. Adjust your plan, engage your clientele, and reap the rewards.