Spanish is one of the most widely spoken languages in the U.S. after English—and for law firms, that shows up in intake calls, consultations, referrals, and community trust. But many firms still treat Spanish-language marketing as a simple translation project. The result: strong services, weak connection, and missed cases because the messaging doesn’t feel built for Hispanic clients.
In this episode, bilingual marketing expert Hugo E. Gomez (Founder, Abogados NOW) explains how law firms can use cultural and linguistic insights to improve marketing performance and client response. He breaks down what to avoid, how multicultural best practices and data shape better campaigns, and why “translation-only” strategies usually fall short.
Topics discussed in episode
In this episode, bilingual marketing expert Hugo E. Gomez (Founder, Abogados NOW) explains how law firms can use cultural and linguistic insights to improve marketing performance and client response. He breaks down what to avoid, how multicultural best practices and data shape better campaigns, and why “translation-only” strategies usually fall short.
Topics discussed in episode
- Where businesses fall flat when marketing to a predominantly Spanish-speaking audience in the U.S. [1:12]
- Some pitfalls to avoid [6:13]
- Defaulting to translation
- Not leveraging marketing professionals
- Not having a more nuanced approach
- AI as a language tool for marketing to the Hispanic market [11:07]
- Multicultural best practices and the role of data [15:22]
- Actionable tips for getting started [19:56]
- Spanish webpage + clear site navigation in Spanish
- 10 Spanish keywords + Performance Max campaigns
- Spanish social ads
- Near real-time Spanish response capability
- Real-world experience building Spanish-language outreach [24:43]
- Why “Hispanic market is incremental” is the wrong mindset [29:48]
- What changes as more Hispanic consumers become English-dominant [33:07]