National Hispanic & Latino Marketing & Advertising :: Yes, it is possible & even affordable :: Targeting a diverse group via the long-tail aka Targeting by casting a wide net

Most experts would probably tell you that it is difficult and costly to run a national campaign to target Hispanic y Latinos because of the diversity in terms of ethnicity, language, acculturation levels and location. After all it is not a homogeneous demographic. For the most part they are right.

A large part of the reason is that there are few national Hispanic / Latino media outlets. Those that exist are either Spanish-Language television, radio and newspapers or magazines in either language that only catering to segments of the audience. In other words, there are few choices or you have to take a piecemeal approach.

However, some internet properties can be the exception simply because of the power of long-tails. A long-tail is imperative as it can be a reflection of the actual diversity in Hispanics and Latinos. I will use HispanicTips to explain.

HispanicTips has an incredibly long tail. A long-tail is represented by the fact that in a 30 day period search engines sent 98,459 visits to HispanicTips via 75,769 keywords (in a year’s time search engines actually sent 907,380 visits via 554,935 keywords). Some of these keywords drive many visitors to the site but the majority of these keywords drive only one or two visitors. If graphed out it would literally look like a tail and the more keywords with only 1 or 2 searches the longer the tail and thus the greater the diversity of visitors and reach.

So how does this help reach a national Hispanic / Latino audience?

1. A long-tail graphically or literally means that visitors are coming in for a wide variety of information, right? – It is a natural product of Relevant Aggregation.
2. This relevancy combined diversity in terms of comprehensive information determines the length/nature of a long-tail
3. and in the case of HispanicTips (based on a cursory examination of the 75k keywords) this means that it cuts across:
   1. ethnic groups,
   2. language preferences*
   3. acculturation levels &
   4. geography / location (this is also known based on geographic metrics)

The long-tail actually makes it possible to target the diversity present in the national Hispanic / Latino demographic.

*A note about language preference: People seem to search in both languages at Google and this is only enhanced by searches for names that are usually the same in either language. It is almost like Google speaks Spanglish. Scroll down on any page on HispanicTips to see what are the most popular search terms. What do you see? – Myrka Dellanos, sin senos no hay paraiso, levantate telemundo, etc. What this means is that visitors come to the site based less on language perhaps and more on relevancy or in search engine terminology a site’s position in a given SERP (Search Engine Result Page) that is actually governed by more than relevancy but some magic algorthim.

To learn about advertising/sponsoring opportunities on HispanicTips please go here.

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