“Anecdotally, I’ve found that when I search for resources such as professional services, taxes, legal assistance, or home repair, I tend to do so in English. However, if I see effective advertising that promotes Spanish-speaking services and bilingual staff, I feel confident calling that company and saying, ‘I’ll defer to my mom now; she can talk to you.’ This scenario is quite common and yet underrepresented, especially considering that nearly one in five people in the United States are Hispanic, according to the US Census.
I believe this nuanced approach to marketing isn’t going away; if anything, niche marketing, including within legal services, will become essential for any organization.”
– Hugo E. Gomez, Founder (Abogados Now)