When you think of Instagram, you might think of influencers posting pictures of themselves by the poolside. You might think of cool artistic posts created by visual artists. You might think of musical celebrities like Ariana Grande posting about their new upcoming single.
But Instagram is actually a place where many businesses thrive. So if you run a bilingual law firm, this is somewhere where you can reach many of your clients. In fact, Hispanics are more likely to be on Instagram than any other social media platform.
However, you may be wondering how to get started when advertising to Spanish speakers on Instagram.
That’s why we’ve put together this article. In it, you’ll learn about 5 different ways you can reach out to Spanish speakers on Instagram.
Finally, you can get more leads, website visitors, and clients. Read on to learn more.
One of the best ways you can reach Spanish speakers on Instagram is by creating an ad campaign. Even though there are many ways you can connect with your clients for free (which we’ll cover for the rest of the article), this is an investment worth making.
To make this ad campaign as effective as possible, build a buyer persona for your clients.
First of all, you want to target Spanish and bilingual Spanish speakers, as well as the Hispanic ethnic population.
But you’ll also want to include details about education, marital and family status, job position, income, online behaviors, and interests. By including all this demographic information in your ad campaign, you’ll be more likely to reach the type of clients you serve.
As for the content of the ad campaign itself, it should be in Spanish or Spanglish (depending on who you’re serving), reflect your law firm’s brand, and include images that are appealing to your target audience.
Another way to reach out to Spanish speakers on Instagram is by posting Instagram posts with Spanish-language content. Depending on who you serve, you might even have one Instagram account fully in Spanish and another fully in English.
This will make it possible for you to reach Spanish speakers whom you wouldn’t have had access to before. Additionally, over time, this will build your brand as a law firm that serves Spanish-speaking customers.
When creating these posts, it might be worth working with a native or fluent Spanish writer or digital marketing specialist.
In addition to creating grammatically correct posts, they’ll be able to include slang and nuance in Spanish.
As you may already imagine, Spanish speakers are going to be using different hashtags than English-speaking ones. Do your #research, finding out which hashtags are used most by Hispanics, Spanish and bilingual speakers, and by the local Hispanic speakers you serve.
It’s also smart to come up with your own hashtags related to your business. For example, if serve Hispanics to help them with work-related legal issues, you could create hashtags like #harrisonlawforhispanics.
You could also have some fun, using hashtags like #workit. You should also use hashtags popular in the legal industry.
However, remember to be #selective and use your hashtags #correctly. This way, your hashtags will direct your Instagram’s reach to the exact potential clients you want to serve.
Another way you can advertise to Spanish speakers on Instagram is by reaching them through an influencer’s account. The Hispanic community is often following Latino influencers like Selena Gomez, Camila Cabello, and Leo Messi.
Considering the big names just listed, you might think you don’t have a chance of working with an influencer. After all, it’s expensive, isn’t it?
First of all, remember that there are many types of influencers out there, including micro-influencers who might be popular in the specific region you serve. We’re guessing they might be more affordable than a famous Latin pop or sports star.
Second, keep in mind that many big names are interested in helping out causes they believe in. As a lawyer who serves a community in need, you might get more support from influencers if you explain how they can help others by helping you.
Finally, you should create Instagram posts related to Hispanic culture. For example, if there’s a big national holiday coming up that’s celebrated by Guatemalan-Americans, you could create an Instagram post celebrating this holiday.
Creating posts about current events in the Hispanic community, especially those related to legal issues or going on in the area you serve, will also get the attention of your Spanish-speaking clients.
This will also build your authority in the bilingual legal industry.
By using the strategies we’ve covered here, you’ll be able to use the power of Instagram to reach more Spanish speakers. Soon, you’ll have a social media presence that represents your brand and clients reaching out about legal representation.
What other social media strategies do you use to connect with your Spanish-speaking clients?