Connect with us

Business Marketing

Cultural Blogging – Finding a Different Audience

Published

on

Cafesito

Article originally published 12/01/2007:

I don’t know if you know this but I was one of the apprentices for Project Blogger this past summer. I was lucky to have Paul Chaney, Mr. “Realty Blogging”, as my coach and we became friends and still keep in touch.

During the competition I became extremely frustrated with the judging (and so did the rest of the contestants) and decided to write a post in Spanish. I did this to make a bit of a sarcastic point that I might as well write in another language because the judges were just not getting it. Little did I know that this rebellious and insignificant post would lead to something important.

Rick and I are fluent in both English and Spanish. Our Miami Real Estate market is multi-lingual, and whoever does not know Spanish is either learning or hiring an assistant that speaks the language. If you work in a multi-cultural community, writing in a second and third language will open up doors that you did not even know existed.

Fluent English/Spanish

A few weeks ago our Genius Colleague Lani e-mails me in Spanish! Did you guys know that she speaks Spanish? She goes on to tell me that she found my Spanish post and that I should continue posting in Spanish. Then, again, she subtly guides me (yes, Lani can be subtle) to Pat Kitano’s transparent cultural blogging post….and that was it! I was dragging my feet because it’s difficult enough to keep up with blogging in one language, much less 2. I have begun translating my posts and placing them in a separate category entitled “articles in Spanish”. It took a final push from Lani and Pat…..but know I’m taking it at full speed. Thanks Lani and Pat!

I have already been contacted by people relocating from Europe and South America to the Miami Area because they are reading my stuff in Spanish.

I have expanded my target audience by taking advantage of our second language. I urge everyone that knows another language to take advantage of it as well. Who knows, I may even start a Spanish Blog! Take a look at this link Twittered by John Novak about Hispanic social sites.

Asi que aprovechen y empiecen a escribir en Español y otros idiomas también!

(here’s Google Translate for those of you that are Spanish-challenged)

**I had taken the photo in Miami especially for this article and forgot to include it – better late than never or as they say……mas vale tarde que nunca **

Ines is all Miami, all the time. A Miami Beach Realtor® with Majestic properties, Ines authors Miamism.com, PrimeMiamiBeach.com, and MiamismPix.com and is always on communication's leading edge. She goes out of her way to engage and be engaged, often using Mojitos to keep the mood light and give everything she does a Miami flavor. You can find her goofing off or instigating trouble at Twitter, Flickr, Facebook or LinkedIn.

Continue Reading
Advertisement
27 Comments

27 Comments

  1. Benn Rosales

    December 1, 2007 at 10:42 am

    Genius…

  2. Ines

    December 1, 2007 at 10:50 am

    Benn – when I read Scoble’s Naked Conversations’ section on Cultural Blogging, I was amazed to find out how virgin this market really is.

  3. Benn Rosales

    December 1, 2007 at 11:00 am

    It’s virgin for many reasons, I’ll write to you offline in a few days.

  4. Robert D. Ashby

    December 1, 2007 at 1:00 pm

    Ines,

    Great post. I am not fluent in spanish, pero yo se bastante. Puedo escribir tanto tambien, excepto no seguro si puedo escribir tan bueno en espanol. Por mi, es mejor en spanglish, lol.

    I also am not very good at spelling as I learned by listening, not reading and writing. I think you are on to something and I will have to find a way to incorporate it as well.

  5. Ines

    December 1, 2007 at 3:40 pm

    Robert – that’s why we have spell-check. I definitely feel better about my spoken Spanish than my written one, but as everything…..you improve with practice. You should definitely consider it (not the Spanglish) : )

  6. Robert D. Ashby

    December 1, 2007 at 6:29 pm

    Ines – I will definitely look into it. I practice my Spanish when I fly to other countries, such as I will be in Cali, Columbia on Monday night.

  7. Ines

    December 1, 2007 at 6:33 pm

    Robert – IMHO Colombian Spanish is the best Spanish in South America, but please don’t tell my Venezuelan friends that!

  8. Ricardo Bueno

    December 2, 2007 at 4:00 am

    Ines,

    Your words of advice make a lot of sense!
    tus consejos hacen mucho sentido!

    I’ve recently been blogging on Cheryl’s NELALive.net in Spanish.

    Does it take time? Sure. But it’s also a lot of fun!

  9. Ines

    December 2, 2007 at 7:10 am

    Ricardo, I will have to check out Cheryl’s blog. I think it’s beyond how much work it is and how much fun we can have. It’s about defining an audience that does not have much out there to help them make a decision.

    It’s our chance to make it happen.

  10. Brian Requarth

    December 2, 2007 at 5:32 pm

    Hi Ines,

    I think it is great that you are blogging in Spanish. The reality is that there are over 16 million U.S. Hispanic internet users in the United States. As you know, there are also many Latin Americans that are looking to move to the states, especially Miami. With a falling dollar, it is making it extremely affordable to buy real estate for many (we may see many more Venezuelans buying real estate soon depending on the referendum that will be announced tonight). Good luck in your business and I commend you for your innovation!

  11. Lani Anglin

    December 2, 2007 at 7:37 pm

    Ines, you are so smart- blogging in Spanish is an untapped market in Real Estate. Especially in the South where we are, if we do any business in Spanish, we should certainly continue our marketing efforts in Spanish.

    Kudos, Ines and thanks a whole lot for telling the world the secret that I (like Ashby) am fluent in Spanglish- you’re a pal 😉

  12. Ines

    December 2, 2007 at 8:12 pm

    Brian – the Venezuelan cause is close to my heart, since that’s where I was born. I totally agree with you about the Hispanic Internet users (as well as other languages) – thanks for the good wishes.

    Lani – was that a secret?? ooooops!

  13. Cyndee Haydon

    December 2, 2007 at 9:59 pm

    Ines – I agree with you completely and envy that you are fluent in more than one language. My big regret is being 1/2 Guatemalan and not being fluent.

  14. Ines

    December 2, 2007 at 10:02 pm

    Cyndee – it’s not too late. I have a girlfriend that married a Colombian man and learned Spanish in her late 40’s – not bad, huh?

  15. Cyndee Haydon

    December 2, 2007 at 10:34 pm

    Ines – My mom grew up in Peru and Guatemala (and taught ESL for 20+ years) and married my dad (Guatemalan)- both are fully bilingual. Now she is going back to Peru in December to help some friends in a Spanish Immersion trip and I told her we need to plan one to go with me and the 2 boys (6 and 11) – You never know and it’s the one thing I really would love to learn …at 45 (in 12 days) 🙂 Buenas Noches mi amiga 🙂

  16. Brian Requarth

    December 3, 2007 at 8:10 am

    Ines,

    Madrugue esta mañana y vi las noticias. Me imagino que estás contenta.

    Brian

  17. Ines

    December 3, 2007 at 8:33 am

    Brian – estamos contentos y asustados al mismo tiempo, como si fuera un truco o parte de una estrategia. GRACIAS!!

  18. Doug Francis

    October 11, 2009 at 1:11 pm

    Great photo… “fluent English”. Perfect.

    I was in FLA recently and the GPS in the rental car was in espanol, Dios mio! It took about an hour to get it set to English which is easier for me to understand.

    Glad we are all Americanos.

  19. ines

    October 11, 2009 at 2:43 pm

    Now THAT’s funny Doug (and not all at the same time) – I take it for granted when people approach me in Spanish, but can become a problem for many here in Miami. Glad you were able to change the GPS 🙂

  20. Paul Chaney

    October 12, 2009 at 9:26 am

    Hola,

    Cómo está usted? Gracias por incluirme en el poste. (Okay, that’s all the spanish I know! :->) Truth is, I didn’t even know that much, but use Babelfish to translate for me. Ha, ha.

    Seriously though, thanks for the mention Ines. It’s always appreciated. We had good times back then didn’t we.

    Paul (aka, Pablo)

  21. Paula Henry

    October 12, 2009 at 9:58 am

    Ines – What an opportunity for you and a market which remains virtually untapped. I would expect “you” to be the impetus of change and challenge, accepting the advice and push from your mentors.

    While living in California and Arizona, I always wish I knew Spanish. Unfortunately, I never learned the language.

    Now, here I am, back in the Midwest and we have a Latino population we didn’t have when I grew up here. I’ve even referred business to a local agent who does know the language.

  22. ines

    October 12, 2009 at 10:05 am

    Paul, can you believe I wrote this 2 years ago? We’ve come a long way, no? Now should be talking about your new book – The Digital Handshake 🙂 (for the record….”Pablo” just cracks me up)

    Paula – honored!! thank you so much …..and congrats on the Forbes.com article. May be the time for those in multi-cultural communities to hire buyer’s agents that speak other languages (talk about opening doors)

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Video is necessary for your marketing strategy

(BUSINESS MARKETING) As technology and social media move forward, so do marketing opportunities. Now is the time for video content social media marketing!

Published

on

video content

As an entrepreneur, you’ve surely heard the phrase “pivot to video” countless times over the last few years. It’s the path a lot of media companies are on, but even brands that aren’t directly talking about this pivot have increased their video production. This shift stems in part from studies showing users spend more time on pages featuring video content. Social media has also played a significant role, and recently, new social platforms have made the pivot to video even more important.

Snapchat and TikTok are leading the social video sector as emerging social media platforms, but the audiences for these platforms skew especially young. The content on these platforms also tends toward the meme-worthy and entertaining, raising the question: are these platforms a good use of your time and resources? The answer depends on your industry, but whatever your field, you can certainly learn from the pros dominating these new platforms.

The promotional angle

One of the primary ways that businesses use video content across platforms is by creating promotional content, which range widely in style, cost, and content, but there are a few strategies that can really help a promotional video succeed.

First, a great promotional video hooks the viewer within the first few seconds. Social media has shrunk everyone’s attention span, so even if your video is on a longer form platform, the beginning has to be powerful. Having a strong start also means that your video will be more flexible, allowing it to gain traction across different platforms.

Audience matters

What you’re promoting – what your business does and who it serves – plays a critical role in what kinds of video content you make and what platforms you use. TikTok is a lot of fun, and it’s playing a growing role in business, but if your entire audience is age 30 and up, there’s not much point in trying to master the form and build a viewership there. You need a sufficient youth-heavy market to make TikTok a worthwhile investment, but Snapchat, which also serves a youth-heavy market, might be a different story.

Even if you don’t intend to make heavy use of Snapchat, the platform recently made a big splash in the video sector by opening up its story tools to other platforms. That means businesses will be able to use Snapchat’s tools on platforms like Facebook and Instagram, where they may already have an audience. It will also make crossover content easier, allowing you to maintain consistent branding across all platforms. You may never download Snapchat proper, but you may soon be using their tools.

It’s all about strategy

However you choose to approach video content, the fact is that today video is a necessary part of your content marketing strategy. In part this is because, while blogs aren’t going anywhere, and short-form social media is definitely ascendant, both make use of video, but that’s not the only reason. Video is so powerful because it’s deeply personal. It makes your audience feel that much more closely connected with you and your brand, and that alone is enough to change buying patterns.

Another key advantage of video is that, consumers genuinely enjoy well-made videos. Unlike blogs, which most users will typically only seek out if they need information, there are brands out there who are known for their video content. They’ve found a way to hook viewers and make them feel like they have two products: entertainment and whatever it is they actually sell. You, too, can do this with enough creativity and today’s social media tools.

It’s critical that you don’t let your brand fall behind on video right now, because if you even stop for breath, you will be left behind. As TikTok and Snapchat have made clear, video doesn’t stop for anyone. At this point, video isn’t the future of social media or ecommerce – it’s the present.

Continue Reading

Business Marketing

Marketing amidst uncertainty: 3 considerations

(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.

Published

on

Open business sign being held by business owner for marketing purposes.

The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.

As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?

Pandemic Pivot 1.0: Q3 2020

When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.

How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.

Think Brick And Mortar

As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.

Reach Customers With PPC

Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.

While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.

It’s All About The Platforms

When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.

One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.

The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.

Continue Reading

Business Marketing

Advertising overload: Let’s break it down

(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.

Published

on

Advertising spread across many billboards in a city square.

If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.

Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.

In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.

“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.

This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.

It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.

Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!