1. Hispanics Online
Local Search Marketing Strategy
Presented by:
Tayde Aburto
Co-Founder Hispanic Chamber of E-Commerce

2. Source s: U.S. Census, Pew Hispanic Center, Selig Center for Economic Growth

3. Hispanics Online
• 25M Hispanic visitors • 18M Hispanic visitors
• 80% Hispanic reach • 58% Hispanic reach
• 35% Annual Hispanic growth • 17% Annual Hispanic growth
• 24M Hispanic visitors • 3.2M Hispanic visitors
• 77% Hispanic reach • 10% Hispanic reach
• 15% Annual Hispanic growth • 22% Annual Hispanic growth
• 22M Hispanic visitors • 2.8M Hispanic visitors
• 70% Hispanic reach • 9% Hispanic reach
• 125% Annual Hispanic growth • 53% Annual Hispanic growth
• 18M Hispanic visitors • 787K Hispanic Visitors
• 58% Hispanic reach • 2.5% Hispanic reach
• 25% Annual Hispanic growth • 251% Annual Hispanic growth
Souce of data: comScore Media Metrix

4. Hispanics have a high regard for the Internet as a medium for information and socialization. Source: AOL Hispanic Cyberstudy/
Cheskin 2010.

5. To date, messaging for the Hispanic community has been organized around acculturation and language. 75% of Hispanic
Dominants prefer information in Spanish, Bicultural and US Dominants prefer information in English. Source: AOL Hispanic
Cyberstudy/ Cheskin 2010.

6. Source s: Big Research, comscore Media Metrix, Pew Internet & American Life Project, Scarborough Research

7. A recent study revealed that US Hispanics are more active on social media than the
average US Internet user.
During an average day: 26.8% of Hispanic Internet users spent 6 hours or more on social
media sites.
LinkedIn: 15.5% of US Hispanic Internet users visited the site at least once per day, over
3x that of white Internet users.

8. 1. Local Presence
62% of the total of small
businesses in California
don’t have a website.
Mexican Seafood
Vista
Vista, CA 97% of the consumers
search for products and
services online.

9. How Search Engines Work
More than 3 billion searches/day on Google

10. 2. Strategic Internet Marketing Plan
Description of your business
- Mission
- Goals
- Objetives
- Competitive Advantages
- Business Model
Market Analysis Competitive Analysis
- Select Target Market. Who is going - List of Direct Competition
to buy your products/ services? - Lista of Indirect Competition
- Future Competition
Web Development
- Domain Name (web site)
- Hosting
- Web development
- Maintenance
Operating Capital
- Allocate budget for the design and
developement of your site, Internet
marketing, etc.

11. 3. Local Online Presence
Sitio Web B
E
F
Blog O
U
N
D
Social Networks Microblogs
Social Networks
&
Content
Share News
Video
Bookmarking Sites

12. 4. Steps to Follow
Create your social media
Create Website Get a few valuable profiles.
links for your site.
Add registration form to your site. Create your Facebook Page. Add Blog to your site.
Build relationships online
Follow trends online. Install Google Analytics on
and collaborate with your
your site.
contacts.

13. 5. Create Website using CMS
http://www.webs.com http://www.weebly.com http://www.yola.com
http://www.blogger.com http://wordpress.org http://www.tumblr.com
En 60 min. puede crear un sitio web fácil
de administrar.
Un nombre de dominio y hospedaje para el
sitio sin costo por un año.
Acceso a herramientas y eventos
organizados por Google.
http://www.gybo.com

14. 6. Promote your Website - Offline
Be CREATIVE!

15. 6. Local Search Marketing
a) Organic Ranking - SEO (Search Engine Optimization)
Content with a LOCAL FOCUS!

16. a) Organic Ranking - Content is King!
Page Title: Criminal Lawyer San Diego
Description: Criminal Lawyer based in San Diego…
Keywords: criminal lawyer San Diego, San Diego lawyer, etc.

17. 6. Local Search Marketing
a) Organic Ranking - SEO (Products)

18. a) Organic Ranking - Google Keyword Tool
Google tips to optimize websites:
http://support.google.com/webmasters/?hl=es&hlrm=en

19. b) Estatic Content vs. Dynamic Content
Blogging for Business

20. 6. Local Search Marketing - SEM
c) Paid Advertising - SEM (Search Engine Marketing)

21. 6. Local Search Marketing
c) Paid Advertising - SEM (Search Engine Marketing)

22. 6. Local Search Marketing
d) Business Listings Google Places

23. d) Business Listings
Geo-targeted searches have a high conversion rate.
1. Google Places
http://places.google.com/business 6. CitySearch
2. Yahoo Local http://www.citysearch.com
http://local.yahoo.com/ 7. Express Update USA
3. Bing Local http://www.expressupdateusa.com
https://ssl.bing.com/listings/ListingC 8. Yellow Pages
enter.aspx
http://www.yellowpages.com/
4. Yelp
9. Localeze
http://www.yelp.com
http://localeze.com/
5. Local
https://advertise.local.com/

24. 7. Social Network Profiles
http://www.twitter.com/hiscec
http://www.facebook.com/HispanicChamberofECommerce
http://www.youtube.com/hiscec
http://www.flickr.com/hispanicbusiness
http://www.linkedin.com/company/hispanic-chamber-of-e-commerce
http://www.meetup.com/Hispanic-Chamber-of-E-Commerce/

25. Google Plus for Business – SEO Benefits
Connect with your clients
“Hangouts” Video Conference
Update your profile using your
mobile phone.
Manage your Contacts

26. 4 Steps to Create a Tweet Plan
1. Define your Target Market
4. Define the lenght of your 2. Select a #Hashtag for your
plan. business.
3. Select the number of Tweets
(Automatic vs. Real Time),
Time of the day and type of
Tweets.
Herramientas para Administrar Cuentas de Twitter
- SocialOomph - Twaitter
- Hootsuite - Taweet
- CoTweet - Tweet-U-Later
- Twuffer - TweetFunnel
- Su.pr - FutureTweets

27. 4 Steps to Create a Facebook Page
3. Promote page in all your marketing
1. Select Category.
materials.
4. Content is king.
2. Design. Timeline picture size 851x315 pixeles and icon is
160x160.

28. Take Advantage of the Power of VIDEO
1. Create educational and promotional videos for your business.

29. 8. Promote your Content
1. Select Blog of your Choice. Wordpress or Blogger (Custom Management System). Tumblr is another
good option.
2. Social networks, e-mail marketing and forums. Distribute your content through your social media
profiles, define your e-mail marketing strategy and participate in forums related to your business.
Connect with thought leaders, bloggers, etc., interact with your
followers and use those relationships to help your business
grow.

30. 9. Google Analytics
Google Analytics:
- FREE
- Track where your traffic is coming from
- Profitable Keywords
- Pages with more views
- Time invested on the site
- Landing and exit pages
- and moree…

31. Hispanic Chamber of E-Commerce
8340 Clairemont Mesa Blvd. Ste. 205
San Diego, CA 92111
(858) 768-2483
www.hiscec.com
Join our Facebook page:
http://www.facebook.com/HispanicChamberofECommerce
Follow us on Twitter:
@HISCEC