Ana Carolina Salazar, an expert in connecting companies with Hispanic markets, is eager to share her expertise on creative digital marketing strategies. Originally from Venezuela, Ana has lived in the United States for almost two decades, earning a degree in PR and advertising from the University of Central Florida.
Ana began her career as a sales and marketing assistant at a Hispanic TV and radio station, where she assisted the sales and promotions team with creative ideas. She became intrigued by social media, creating a Facebook page for the station when no corporate account existed. Ana’s passion for digital marketing led her to work for Prospera, a nonprofit that assists Hispanic entrepreneurs with business expansion.
Inspired by the entrepreneurs she worked with, Ana pursued her own venture, studying digital marketing in Spain before returning to the US to launch Bold Digital Marketing Studio, also known as simply BOLD. Ana found inspiration in prospective clients’ unique needs and continues to provide valuable insights and services to businesses looking to connect with the Hispanic market.
With a diverse team scattered across the globe, BOLD has clients from different states and countries, extending beyond the US Hispanic market to serve clients worldwide. Their services include helping bilingual clients tap into both markets to increase profits, as well as assisting English-speaking clients in understanding the Hispanic market by identifying pain points and creating effective communication strategies. BOLD’s team of experts also creates customized campaigns for clients in Spain and Latin America, meeting their unique needs and extending BOLD’s global reach.
Ana emphasizes the value of targeting the Hispanic market, which represents a significant 20% of the US population, as a valuable opportunity that all companies should consider. Failure to do so could result in missed opportunities for businesses to expand and increase their profits.
However, she cautions that marketing to this community must be done genuinely and with a focus on showing real care for the community. Merely marketing to them is not enough; companies must also strive to be socially relevant and find ways to support the Hispanic community. Furthermore, Ana notes that companies must have diversity and inclusion missions and ensure they have the necessary resources, such as Spanish-speaking employees, to implement their marketing strategies effectively.
Ana’s advice to business owners looking to successfully reach and connect with the Hispanic market is for them to conduct thorough research to understand the specific Hispanic community in their location. This includes tailoring their content to cater to their target audience’s unique preferences and pain points. Ana recommends considering any generational gaps and ensuring that their content is mobile-friendly. To effectively communicate with the Hispanic market, bilingual customer service is essential, and companies should offer websites and ads in both English and Spanish.
Additionally, Ana suggests using trans-creation, a process of adapting content culturally rather than directly translating it, to create culturally relevant campaigns that resonate with the target audience. Ana highlights the potential for small businesses to tap into the Hispanic consumer base if they can successfully connect and build trust with the community.
Furthermore, she encourages women looking to start their own businesses to seek assistance from organizations such as Prospera or the SBA, stressing the importance of reaching out for help when necessary.
Collaboration, rather than competition, is key to building a successful business, emphasizes Ana. She highlights the value of viewing fellow women entrepreneurs as potential collaborators and encourages sharing knowledge and contacts to create a supportive community. Ana believes that by helping others, all entrepreneurs can benefit and ultimately succeed in their endeavors.
Entrepreneurship is not an easy path, but Ana wants to inspire people that anything is possible with hard work, patience, and persistence. She values the opportunity to work in both the US and Hispanic markets, bridging the gap between them. Collaboration is a cornerstone for success in entrepreneurship, and Ana encourages individuals to see others as potential collaborators instead of competitors.
Sharing knowledge and contacts and connecting with women entrepreneurs from diverse backgrounds is key to success, in her opinion. She has sponsored events and invited women from different cultures and talents to come together, resulting in powerful outcomes. Going forward, Ana has plans to develop more opportunities for women entrepreneurs to receive support and guidance.
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