Business Internationalization: Why and how to market to Spanish-speaking consumers

Get actionable insights from expert Barbara Bruna on how to take your online business global, reach a wider audience, and sell more (with a little help from AI).

Business Internationalization: Barbara Bruna at FIRE Festival 2023

Business Internationalization means expanding a business’s operations into foreign markets. It’s a simple definition that can mean a very complex process for brick-and-mortar businesses. For digital entrepreneurs and creators focused on building online businesses, it’s an easier choice, and many would say that not going global means missing out on sales and staying ahead of the competition.

At FIRE FESTIVAL, the biggest event in Latin America for digital marketing, entrepreneurship, and innovation powered by Hotmart, many world-renowned entrepreneurs shared valuable insights on scaling digital businesses. Barbara Bruna, one of the biggest paid traffic experts in Brazil, took the discussion to the next level, sharing why and how you should be focusing on selling to Spanish-speaking markets. 

Keep reading to learn more about the advantages of business internationalization and why now is the right time to start expanding your sales strategy, especially with the helping hand of Artificial Intelligence tools. 

The decision to take your business global The Window of Opportunity in Spanish-Speaking Markets The Possibilities of Artificial Intelligence The Road to Business Internationalization “A year from now, you’ll wish you’d started today”
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The decision to take your business global

The desire to expand to other markets, reach more people, and earn more is a major driver of internationalization for digital businesses. 

But there are a number of factors that digital businesses need to consider when expanding to other markets. These include the cultural differences between the home market and the foreign market, the legal and regulatory requirements in the foreign market, and the level of competition.

However, the potential rewards of internationalization can be significant. By expanding to other markets, digital businesses can increase their sales and revenue, gain access to new markets, and improve their competitive position. For digital creators, this also means sharing your knowledge with more people, not just selling. 

The Window of Opportunity in Spanish-Speaking Markets

The Hispanic market is one of the fastest-growing markets in the world, and it is also a very diverse market.  This diversity can be a challenge for businesses that are trying to market to Hispanics, but it also presents an opportunity to reach a wider audience. According to Barbara Bruna: 

“The window of opportunity in the Hispanic market is huge. Think of a market filled with people who are hungry for education and knowledge and who don’t have a lot of competition yet. That’s the Hispanic market. We’re talking about more than 450 million people who speak Hispanic.”

Like Barbara says, one of the reasons why the Hispanic market is so attractive to digital businesses is the lack of competition. There are a lot of businesses that are targeting the general market, but there are fewer businesses that are specifically targeting Hispanics. This means that digital businesses that are able to successfully target the Hispanic market can have a competitive advantage.

The Possibilities of Artificial Intelligence

AI is increasingly being used to break down language barriers and make it easier for businesses to reach a global audience. AI-powered translation tools can translate text and speech in real-time, with a high degree of accuracy. This makes it possible for businesses to communicate with customers in their native language, regardless of where they are located.

In addition to translation, AI can also be used to dub videos into different languages. This is a great way to reach a wider audience with your content. AI-powered dubbing can be done quickly and easily, and it can produce high-quality results. In Barbara Bruna’s experience, AI has been a powerful ally in business internationalization: 

“This is what artificial intelligence has made possible for us today. Now you don’t even have to learn other languages to sell your training in other countries. With AI, you can translate your videos, web pages, and emails in an instant. And it’s incredibly easy to duplicate your pages, duplicate your copy, duplicate your sales videos, and start experimenting with the international market.”

AI-powered tools can help businesses automate other tasks, too, such as customer service. This can free up time and resources so that businesses can focus on growing their international operations.

The Road to Business Internationalization

Barbara Bruna also shared some actionable tips and strategies that content creators and entrepreneurs should start using today to take their businesses global. 

1. Make your content accessible to a global audience

One of the biggest barriers to international expansion is language. Not all of your potential customers speak your native language, so it’s important to make your content accessible to a global audience. One easy way to do this is to add subtitles or dubs to your videos and ads. There are a number of tools that can help with this process, just check out the AI topic above.

2. Adapt your copy and marketing strategies to each market

According to Barbara Bruna, when expanding to international markets, it’s important to take cultural differences and the specific wants and needs of each audience into account. What works well in the U.S. may not work as well in other countries. Make adjustments to your copy and marketing strategies to match the preferences of your target audience in each country.

3. Target your audience by country

When advertising in international markets, it’s essential to target your audience by country, as each country has its own unique characteristics and preferences. For example, if you’re targeting Hispanic audiences, you can target your ads to countries like Mexico, Colombia, and Spanish speakers in the United States.

4. Create separate pixels for each language

To track the performance of your marketing campaigns in each language, it’s recommended to create separate pixels for each language. This will allow you to accurately measure the effectiveness of your campaigns in each market and make necessary adjustments to improve your results.

5. Use WhatsApp for sales recovery

WhatsApp is widely used in many countries around the world, so it’s a powerful tool for interacting with your customers and recovering lost sales. Take advantage of WhatsApp’s popularity and use it to communicate with your audience in other countries, providing customer support, recovering abandoned carts, and making direct sales.

6. Don’t worry about creating social media accounts in other languages

For now, there’s no need to create separate social media accounts for each language in which you want to expand your business. In Barbara’s opinion, this can be a complicated and time-consuming task. Focus on optimizing and expanding your presence on the social media platforms you already have in your home country. Once you’ve established a solid foundation, you can consider creating social media accounts separately for each target market.

7. Find mentors and international business communities

To feel more confident in your international expansion, it’s important to have the support of mentors and connect with online communities of entrepreneurs who already have experience in international business. They can share valuable insights, offer advice, and help you avoid common mistakes.

“A year from now, you’ll wish you’d started today”

… And that’s Barbara Bruna’s last piece of advice for you. 

Expanding your business into the international market can be a great opportunity for digital creators to increase their profits and reach a global audience. However, it is a process that requires strategic planning and adaptation to the specifics of each market. 

We hope that the knowledge shared here today will help you get on the right track to success in the internationalization of your online business. 

And if you want to take your business to the next level with more insights like these (including from world-renowned experts like Gary Vaynerchuk) don’t forget to guarantee your ticket for FIRE Festival 2024!

Paula Serelle

Paula Serelle

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