Isoko ryo kumurongo wa Hispanic - Ejo hazaza harategereje!
Twibutse ko guhera mu 2015, Amerika ifatwa nk’igihugu cya kabiri mu bihugu bivuga icyesipanyoli ku isi, kibanzirizwa na Mexico gusa. Abantu benshi bavuga ururimi rw'icyesipanyoli bavuga ururimi rwabo muri Amerika kuruta uko bavugwa muri Espagne, nk'uko byagaragajwe n'ubushakashatsi bwakozwe na Instituto Cervantes, buherereye muri Espanye.
Kuva iyi mibare ibaye impamo, abavuga icyesipanyoli muri Amerika bakomeje kwiyongera cyane. E ubucuruzi kuri ubu bugereranya hafi miliyari 500 z'amadolari ku isoko, hamwe n’igurisha ryaguzwe 11% mu gucuruza umwaka ushize. Gutanga urubuga rwo gucuruza miliyoni 50 cyangwa zirenga Abanyamerika bavuga ururimi rw'icyesipanyoli, birumvikana mu bucuruzi no mu bukungu. Ibicuruzwa bicururizwamo muri Reta zunzubumwe zamerika ntabwo byigeze bifata uburyo bwo gukoresha ururimi rwindimi nyinshi, kandi ibi bigaragarira kurubuga rwa interineti 2,45% rwo muri Amerika rutanga indimi nyinshi. Kuri 17% mu Cyongereza n'Icyesipanyoli, 16% Igifaransa na 8% mu kidage, muri aba 17% b'abacuruzi bo muri Amerika bavuga indimi nyinshi, bavuga icyesipanyoli, bakorera ku bicuruzwa bitumizwa mu mahanga.
Nuburyo ki bwo gutegura urubuga rwindimi nyinshi -
Nubuhe buryo bwo gutunganya urubuga rwindimi nyinshi
Urebye ku buryo butemewe na Amerika ugereranije, usigaye inyuma yisi yose ukurikije indimi nyinshi kumurongo. Imiterere yindimi yashushanijwe na ba nyir'ubucuruzi bo muri Amerika mu birori aho kuba icyongereza nk'uburyo bw'ibanze n'izindi ndimi za kabiri.
Urashobora kumva ko iki kintu ari imbogamizi mugihe ushaka kwinjira mumasoko yo muri Amerika ukoresheje urubuga rwicyongereza, icyakora guteza imbere urubuga rwinshuti rwa Espagne birashobora kugera kure mukwemeza inyungu nyinshi mubicuruzwa ku isoko ry’Amerika.
Gutangaza ububiko bwawe bwo kumurongo nkindimi ebyiri byuzuye utiriwe uhindukirira Google ibisobanuro, bizagera ku isoko ryo guhitamo kurwego rwindimi zombi. Kubwiyi mpamvu, twujuje ibitekerezo byinshi nibitekerezo byukuntu winjira muburyo bwindimi nyinshi no gusobanura ko uhari kumurongo muburyo butanga ikizere kandi bukora.
Indimi nyinshi Abanyamerika - Icyongereza kugeza Icyesipanyoli
Benshi muri miriyoni-miriyoni z'Abanyesipanyoli kavukire - bavuga Abanyamerika barashobora kuvuga neza Icyongereza, ariko bahitamo kugumya intera zabo ku cyesipanyoli. Indimi ebyiri Abanyamerika barashobora kuganira mucyongereza, ariko porogaramu zabo ziri aho zikoresha ibikoresho bigendanwa na PC zishobora kubikwa mu cyesipanyoli.
Ibipimo bya Google byerekana kandi ko ibitangazamakuru birenga 30% bikoreshwa muri Amerika bigerwaho nabashakisha kurubuga rwa Espagne nicyongereza nko guhinduranya page, gushakisha, imbuga nkoranyambaga no kohereza ubutumwa.
1. Guhindura SEO mu cyesipanyoli
Nka moteri ishakisha, Google itahura imiterere yururimi rwa mushakisha ukoresha hanyuma nayo itanga ibikubiyemo mubitekerezo. Ingingo hano ni: SEO yawe irashobora kugira ingorane muri Amerika idafite icyesipanyoli nkuburyo bwo korohereza. Inyungu zurubuga rwawe mu cyesipanyoli nizo zinjiza cyane ku masoko manini yo muri Amerika.
Niba mubyukuri ushaka gukora ibishoboka byose kugirango ufate umwanya wingenzi mumasoko y’abaguzi bavuga icyesipanyoli, bizaba byiza ko uhindura SEO yo mu rurimi rwa Espagne (ConveyThis ifite auto-imikorere ikora ibi byose). Kugira imiterere yawe ya SEO murwego rwindimi zombi, bizagira inyungu nyinshi kububiko bwawe bukoresha urubuga rwa Espagne. Shakisha-moteri imenyeshwa imiterere yumukoresha wawe wo muri Espagne kandi ifata ibitekerezo byumukiriya wawe utegerejwe.
2. Reba ibipimo byerekana amakuru
Nyuma yububiko bwawe bwashizweho hamwe nubusobanuro bukwiye, kubika inyandiko zerekana amakuru yerekeranye n'imikorere kuri moteri ishakisha ururimi rwicyesipanyoli hamwe nizindi mbuga zerekana amakuru, bizaba ingenzi kuri wewe.
Kurikirana ururimi ukoresha kurubuga rwawe, Google Analytics nigikoresho cyiza. Ibi kandi bikubiyemo uburyo bavumbuye urubuga rwawe, urugero binyuze kuri Google cyangwa gusubira inyuma kurundi rubuga nibindi. (Google Analytics by the way ni verisiyo yubuntu kandi itanga hafi ibintu byose bikenewe mubucuruzi buciriritse cyangwa buciriritse). Hariho ibintu byinshi byo guhitamo kimwe. Fungura tab "Geo" iri mumwanya wa admin kugirango urebe imibare "ururimi":
Isoko rikomeye - Icyesipanyoli kumurongo
Nk’uko Google ibivuga, 66% by'abakoresha icyesipanyoli bavuga icyesipanyoli, bavuze ko batekereza ku iyamamaza kuri interineti. Urebye kimwe, ubushakashatsi bwerekana abantu bavuga icyesipanyoli nicyongereza ko bakora cyane mubucuruzi bwibicuruzwa. Byongeye kandi, Google ivuga kandi ubushakashatsi bwakomotse kuri Ipsos bwerekana ko 83% by'abakoresha interineti igendanwa bo muri Amerika bo muri Hisipaniya, bakoresha imbuga za interineti bakoresheje terefone zabo, zerekana ububiko nyabwo aho bari. Ndetse bashakisha ibicuruzwa amakuru mugihe bigaragara mububiko.
Hamwe nububiko bwa interineti bwo muri Espagne, gushakisha bizaba akayaga . Abakoresha bazabona neza kandi bakoresha inshuti kureba amakuru yibicuruzwa no guhaha.
Gutegura isoko ryanyu kurubuga rwindimi nyinshi, kandi hamwe nibiri kurubuga kandi ukanazirikana amatangazo yo hanze, bizunguka cyane kurwego rwindimi ebyiri. Ibindi bintu bigomba kuzirikanwa nubwo bijyanye nisoko rikoresha icyesipanyoli muri Amerika.
1. Dutandukanye - Gahunda yumunsi
Kugira ubushobozi bwo kuganira mu ndimi nyinshi birashobora kandi kuzana ingingo ijyanye numuco mubitekerezo. Nibintu bisanzwe kumva igice cyibidukikije. Abanyamerika b'Abanyamerika bazumva neza iki gitekerezo kuko bavuga indimi zombi neza.
Ukizirikana ibi, ibintu nkubukangurambaga bwo kurwanya ibikorwa byo gutanga inguzanyo, bikorera mu mujyi wa New York, bizana ubutumwa butandukanye bushobora kwerekana kimwe mu Cyongereza n'Icyesipanyoli, ariko ku bijyanye n'ibicuruzwa, hashobora gukenerwa ibitekerezo byinshi.
Inkomoko: https://www1.nyc.gov/urubuga/dca/media/combat-predatory-lending.page
Abamamaza ibi barabyumva kandi bagategura muburyo bukwiye kwiyamamaza kwabo, bizaba birimo verisiyo yicyesipanyoli yamamaza. Bashobora kandi gukoresha abakinnyi batandukanye hamwe nabanyamideli harimo ibikoresho nkibisobanuro, amabara atandukanye hamwe ninyandiko / kopi itandukanye nicyongereza.
Urugero rwiza ni Inkweto Zishyurwa. Ni iduka ryinkweto zagabanijwe ziri muri Reta zunzubumwe zamerika Hano isoko ryibanze ryibanze kubakoresha Hispanic hamwe na TV hamwe no kwamamaza kumurongo byibanze cyane kumasoko ya Hisipaniya no kuvuga icyongereza gike.
Inzira - gushyiraho ingamba zo kwamamaza abaguzi bo muri Hisipaniya kandi yihariye kure yicyongereza, ifite amakuru yo gushyigikira umushinga nkuyu.
Isosiyete ikora imibare ya ComScore, ifite amakuru y'ibarurishamibare ku bijyanye no kwamamaza kwamamaza: Ubu bukangurambaga bugurishwa mu cyesipanyoli gusa, bwaturutse mu Cyongereza n'aho ku isoko rusange ryo muri Amerika hanyuma “bugahinduka” kugira ngo buhuze n'Icyesipanyoli, kandi bwanditse kandi ibiganiro byahinduwe mu cyesipanyoli bivuye mu cyongereza.
Nkuko biri, ibisubizo byerekanaga nta gushidikanya abumva ururimi rwicyesipanyoli, ubwoko bwambere, bari bafite ingamba zashyizwe mubyo bakunda.
Inkomoko:https://www.comscore.com/ita/Public-Relations/Blog/Advertising-Strategies-for-Targeting-U.S.-Hispanics
Kubijyanye no gusobanura ibipimo, "kuzamura mugusangira guhitamo" ComScore ivuga kubyerekeranye no kwiyongera kw'ijanisha muri "Gusangira Guhitamo". Ibi bitangwa nkigipimo cyabakiriya mumatsinda yinyigisho yibanze kumurongo cyangwa ubukangurambaga runaka kandi bagaragaza ko aribirango bahisemo cyangwa kwiyamamaza.
Urebye ku gishushanyo cya ComScore hejuru, Umunyamerika uvuga Icyesipanyoli nk'umuguzi azakwegera kandi amenyekanishe hamwe n’ubukangurambaga bushya bugana ku bakiriya bavuga icyesipanyoli.
None ni ayahe masomo twakuye muri ibi nko gutanga ibicuruzwa kuri interineti, ubu byinjira ku isoko ry’abaguzi bo muri Amerika? Nibyiza ukuri kugumaho, guhuza imvugo ni itangazamakuru rikomeye ryo gutangiza Espagne kandi kopi igomba gukurikiranirwa hafi muriki kibazo.
Nkuko byagaragajwe mubushakashatsi bwa Google bujyanye no kwitabira 66%, nkuko byagaragaye mubyamamajwe kuri interineti bivuga icyesipanyoli, bitanga umucyo no ku muco. Hamwe nibitekerezo, ibintu nk "ibiryo, imigenzo, ibiruhuko nimiryango" biri hejuru kurutonde hamwe numuryango wa Hisipaniya-Amerika.
2. A. Intambwe mu cyerekezo cyiza
Nkuko byavuzwe mbere, hamwe n’ibidukikije kavukire bivuga icyesipanyoli byerekana iterambere rikomeye mu mazina y’ikirango cya Amerika bifite icyerekezo cyinjiza isoko. Hariho umuco ushimishije cyane amakuru yimibereho yo mu cyesipanyoli kuva kuri Televiziyo, radio, imbuga za interineti nibindi bitangazamakuru.
Nkuko byavuzwe mubiganiro byabanjirije iki, ubushakashatsi bwa ComScore bwerekanye kandi ko kwamamaza ku rurimi rw'icyesipanyoli ku rubuga rwa interineti bikora neza kurusha Televiziyo na radiyo. Tutibagiwe kandi ko kwamamaza kumurongo wihariye kumurongo wicyesipanyoli byaje bifite amanota nkuko bigaragara munsi ya Share of Choice hifashishijwe amaradiyo, amatangazo ya TV munsi yubukangurambaga busa.
Bivugwa ko, BuildWith.com, yavuze ko miliyoni 1.2 z’imbuga za Amerika zisuzumwa mu cyesipanyoli . Ibi biva kumurongo urenga miriyoni 120 muri Amerika hamwe nahantu hagaragara nka 1%. Urebye umubare wa interineti ukoreshwa n’abanyamerika bavuga icyesipanyoli, birashoboka ko bike bitangwa ku isoko ryabo. Itangazamakuru ryo ku rurimi rw'icyesipanyoli rujyanye n'imbuga n'amatangazo ahuza imbuga za interineti, byanze bikunze biri hanze y’abakoresha bavuga icyesipanyoli. Isoko rirakinguye kugirango ryiyongere mu gice kinini cyane cy’abakoresha icyesipanyoli.
3. Tunganya neza indimi ebyiri
Icyitonderwa uhereye kubiganiro byabanjirije iki, igikoresho cyitangazamakuru kugeza mu rurimi rw'icyesipanyoli SEO nk'ururimi rusanzwe, nk'Icyesipanyoli. Gukemura ibibazo bikenewe kunoza itumanaho muguhuza ibikoresho kubirimo kuvuga icyesipanyoli.
Muri Amerika uburyo bw'indimi ebyiri nk'ingamba z'ubucuruzi, bwaba ari ukubona ubufasha bw'abavuga Icyesipanyoli borohewe n'ururimi hamwe n'ibindi bidukikije hamwe n'imiryango yabo.
Kwaguka kuri ubu buryo, imiterere yo guhindura imiterere irashobora guhagarara kure usibye guhuza n'imihindagurikire y'ikirere hamwe n'inkuta zo gusobanukirwa ku rwego rw'indimi, mu yandi magambo ajyanye n'amakuru n'ibirimo byanditse ariko hamwe no kugoreka kuri wegere hafi ibidukikije bifitanye isano. Kuri uru rwego, filozofiya yo gutsindira kugurisha ku baguzi bizagira akamaro mu mvugo y’icyongereza n’Icyesipanyoli.
Kutirengagiza ko guhindura imiterere bisaba uburyo bwihariye kurwego rwinshi kandi tutibagiwe nubushishozi kubakoresha isoko, kandi muriki gihe umukiriya uvuga icyesipanyoli, bizasaba iterambere ryiyamamaza kubyo bakeneye.
3. Komeza impano zawe kumurongo
Ibikoresho byubucuruzi bivuga Univison hamwe niyamamaza, kwamamaza kumurongo wa El Sentinel kumurongo ndetse no gukoresha Google Adwords kugirango ifate amasoko ya Hisipaniya, icyakora ubwishingizi bufite ireme nijambo rya mama hano. Nkuko byavuzwe, uburambe bwurubuga rwawe bugomba kuba budasanzwe byibuze kubakiriya bawe bavuga icyesipanyoli.
Uruganda rwo kurema Lionbridge, rwibanda ku Kuba isi ihinduka hamwe n’ibirimo, yakoze ubushakashatsi mu mibare y’ibitangazamakuru byo ku rubuga rwa interineti yibanda ku banyamerika bakoresha Hispanic bakoresha inoti hano ni uko guhuzagurika ari ijambo ryamamaye ku masoko ya Hisipaniya. Tanga serivisi idasanzwe kubakiriya bawe bavuga icyesipanyoli mubirimo byerekanwe na Hispanic, kimwe nkuruhande rwicyongereza, bizaba birimo urubuga rwicyesipanyoli ku isoko ryawe.
Imico itandukanye - Uburyo butandukanye
Urebye muburyo bwa tekiniki gusa, ibibazo birashobora kuba bimwe mubikoko bitandukanye, cyane cyane kubyerekeranye no korohereza urubuga rwindimi nyinshi kurupapuro rumwe. Kugirango umenye ibintu nkurupapuro rwerekana nuburebure bwigika, imitwe yikizamini hamwe nibindi bice.
Porogaramu bitewe, ibintu bike birashobora kugera kure kugirango byorohereze inzira. (Squarespace, Webflow na WordPress kuvuga amazina make). Impera-leta ni ukugira inzibacyuho yoroshye no koroshya imikoreshereze kururu rubuga rwindimi nyinshi zicyongereza nicyesipanyoli.
Gusobanukirwa umukiriya
Urebye kubijyanye nigishushanyo, inzira zo kurangiza abakoresha reaction muri ibi bitangazamakuru bigomba kumvikana. Dufite amayeri make ashobora gufasha kuri iri terambere- ibi bizaba birimo itangazamakuru ryerekanwa mururimi rwo guhitamo (dutanga ubufasha hamwe nibyo), harimo vorms, popups nibindi bikoresho ushobora gukenera kurubuga rwawe.
Gusobanukirwa Indimi nyinshi - Inzira igana imbere
Ntabwo uri umuvugizi wicyesipanyoli wenyine, urubuga rwawe rushobora rwose rwose guhuza no kwamamaza kwawe neza nkuruhande rwicyongereza. ConveyThis.com nigikoresho gikomeye kuruhande rwiterambere kandi gitange ibisobanuro birenze kurubuga rwa Espagne harimo indimi nyinshi niba ubikeneye, kandi ukore mububiko bwawe. Imfashanyo yatanzwe numusemuzi kavukire wicyesipanyoli kugirango umenye urubuga rwawe nigitekerezo cyiza.
Kuva "kudakoreshwa no kudakorerwa" kugeza icyesipanyoli-Icyongereza mu ndimi ebyiri
Kubungabunga imbuga zawe SEO no guhindura urubuga mu cyesipanyoli mugihe ukomeje gukomera ku mbuga za moteri ishakisha ururimi rw'icyesipanyoli, ni inzira yizewe yo kuba imbaraga za interineti mu isoko ry’indimi ebyiri muri Amerika.
Ibi birashobora gukorwa muri ConveyThis.com , utitaye kumurongo ukoreshwa. Kubireba imiterere yibitangazamakuru, videwo no gusimbuza amashusho hagati yindimi kugirango uhindure ibisobanuro birashoboka kimwe nibirimo icyesipanyoli kurwego rwose mugihe ukomeje icyongereza cyawe kijyanye no kumenyekanisha no guhagarara, byakozwe mugihe gito.