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Web Development
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Web activity has become a strong communication channel for all companies and all groups. Gonzales Group and its strategic partners can review your web presence, strategy and goals to help improve its overall value in engaging Multicultural consumers, as well as in providing tools for the sales force and/or strategic partners to customize and utilize to increase their Multicultural customer base. This is true in English and in Spanish.
Search engine optimization (SEO)
Search engine optimization (SEO) for the Multicultural market, Spanish or English, may require the emphasis of different keywords and different densities of these keywords to yield high organic rankings for relevant searches. For Spanish SEO, translation of keywords does not work. The vocabulary for the keywords should be contextual rather than rigid and reflect the different vocabularies of Spanish-speaking web consumers.
Paid keyword campaigns
Paid keyword campaigns do not rely on SEO, but they do require the identification of the most popular adwords, the frequency with which they occur and the proper negative adwords. Once the multicultural web consumer finds the paid adword, a convincing, succinct and honest ad should lead to an optimized landing page. Multicultural web consumers expect the landing page to be relevant to the reason they chose to click through to it, whether from a paid adword, an organic listing based on SEO, or traditional advertising. Multicultural landing pages should be written and tested with the multicultural web consumers level of understanding, relevance, and competitive set in mind. Provide additional information if it is appropriate. Offer alternative response mechanisms such as phone calls rather than web forms.
Multicultural web sites
The Gonzales Group and its strategic partners can help tailor your web site to attract Multicultural web consumers or can design sites or sitelets directly for them. This is especially true for Spanish-language web sites. Response rates from Spanish web sites can greatly exceed response rates from general market sites. These sites can range from adaptations to original and different content optimized for communication, search engines and rankings, and usability.
Lead Generation
Every organization wants to generate quality leads from its customers, but Multicultural web consumers may not respond proportionately unless you optimize to their needs, uses and practices. Spanish-speaking web users might prefer more information or more images. Research and then test, test, test. Multicultural web users want to close the deal. Optimizing your web content in Spanish may increase response rates. Let the Gonzales Group and their strategic partners help you maximize your use of the web in your Multicultural marketing and sales programs.
Contact Us for more information.
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