Izimakethe ze-inthanethi ze-Hispanic - Ikusasa lilindile!
Kuyaphawulwa, ukuthi kusukela ngo-2015, i-US ithathwa njengezwe lesibili elikhuluma iSpanishi emhlabeni, elandulelwa yiMexico kuphela. Abantu abaningi bomdabu abakhuluma iSpanishi baveza ulimi lwabo e-US kunalokho obekuzokhulunywa eSpain, njengoba kuphawulwe ocwaningweni olubikiwe lwe-Instituto Cervantes, eseSpain.
Kusukela lesi sibalo saba iqiniso, abakhuluma iSpanishi e-US bayaqhubeka nokukhula kakhulu. I-E commerce njengamanje imele cishe amabhiliyoni angama-500 emakethe, nokumelelwa kokuthengiswayo okuhlanganisa u-11% okuthengiswayo onyakeni wezimali odlule. Ukunikeza inkundla ye-ecommerce kubantu baseMelika abakhuluma isiSpanishi abayizigidi ezingu-50 noma ngaphezulu, kwenza umqondo wezohwebo nezomnotho. Izinkundla zokuthengisa e-US azikayisebenzisi indlela yezilimi eziningi esebenziseka kalula, futhi lokhu kubonakala kumasayithi amanje we-ecommerce angu-2,45% ase-US ahlinzeka ngezilimi eziningi. Ku-17% ngesiNgisi neSpanishi, 16% isiFulentshi no-8 % ngesiJalimane, kulaba bathengisi be-elekthronikhi baseMelika abangu-17% abakhuluma izilimi eziningi, abakhuluma iSpanishi, bayasebenza ekuthengeni kwamanye amazwe.
Yeka indlela yokuhlela inkundla yezilimi eziningi -
Iyiphi indlela yokuhlela inkundla yezilimi eziningi
Ngokombono ongekho emthethweni i-US uma iqhathaniswa, isalela ngemuva komhlaba wonke ngokombono we-inthanethi wezilimi eziningi. I-landscape yolimi ifanekiselwa ngabanikazi bamabhizinisi base-US ukwenza umcimbi esikhundleni sesiNgisi njengendlela eyinhloko nezinye izilimi zesibili.
Ungase ube nomuzwa wokuthi lesi sici siyingozi uma ufuna ukungena emakethe yase-US usebenzisa isiza solimi lwesiNgisi, nokho ukwakha isiza esinobungani beSpanishi kungahamba ibanga elide ekuqinisekiseni izinzuzo ezinhle ekuthengisweni ngaphakathi kwemakethe yase-US.
Ukushicilela isitolo sakho esiku-inthanethi njengezilimi ezimbili ngokugcwele ngaphandle kokuthi uphendukele ku-Google translate, kuzofinyelela emakethe oyikhethayo kuwo womabili amaleveli ezilimi. Ngenxa yalesi sizathu sihambisane nenani lemicabango nemibono yokuthi ungangena kanjani endleleni yezilimi eziningi futhi sichaze ubukhona bakho ku-inthanethi ngendlela ethembisayo nesebenzayo.
AmaMelika anezilimi eziningi - IsiNgisi kuya eSpanishi
Iningi lezigidi ngezigidi zabantu baseMelika abakhuluma isi-Spanish bangase bakhulume kahle isiNgisi, kodwa bakhetha ukugcina ukuxhumana kwabo kumiswe ngesiSpanishi. Abantu abakhuluma izilimi ezimbili baseMelika bangase bakhulume ngesiNgisi, kodwa ukuxhumana kwesofthiwe yabo lapho kumadivayisi eselula nama-PC kungase kugcinwe ngeSpanishi.
Izinkomba ze-Google ziphinde zibonise ukuthi ukusetshenziswa kwemidiya engaphezu kuka-30% e-US kufinyelelwa yiziphequluli ezisekelweni zeSpanishi nesiNgisi eziguqulekayo ezifana nokubuka amakhasi, ukusesha, izinkundla zokuxhumana kanye nemiyalezo.
1. Ukulungisa i-SEO ibe yiSpanishi
Njengenjini yokusesha, i-Google ithola ukulungiselelwa kolimi lwesiphequluli somsebenzisi bese ihlinzeka ngokuqukethwe inalokhu engqondweni. Iphuzu lapha liwukuthi: i-SEO yakho ingaba nobunzima e-US ngaphandle kweSpanishi njengenketho ongayisebenzisa. Izinzuzo zesayithi lakho ngeSpanishi zinenzuzo enkulu ezimakethe zakho ezinkulu zase-US.
Uma ufuna ukwenza konke okusemandleni ukuze uthwebule indawo eyisihloko ngaphakathi kwemakethe yabathengi yase-US ekhuluma iSpanishi, kuyokufanelekela ukuhlela kahle i-SEO yakho yolimi lwesi-Spanish (I-ConveyThis inokusebenza okuzenzakalelayo okwenza konke lokhu). Ukuba nesimo sakho se-SEO siphezulu kuzo zombili izilimi, kuzoba nenzuzo enkulu ezitolo zakho zeplathifomu yeSpanishi esebenziseka kalula. Izinjini zokusesha zaziswa ngesimo sakho somsebenzisi waseSpain futhi zibamba ukunaka kwekhasimende lakho okulindelekile.
2. Buka lezo zinkomba zedatha
Ngemva kokusetha izitolo zakho ngokuhumusha okufanele, ukugcina irekhodi lezinkomba zedatha mayelana nokusebenza kwezinjini zokusesha zolimi lwesi-Spanish namanye amasayithi ezinkomba zedatha amelwe, kuzobaluleka kuwe.
Ukulandelela okuncamelayo kolimi lomsebenzisi kusayithi lakho, i-Google Analytics iyithuluzi elihle kakhulu. Lokhu kuhlanganisa nokuthi bathole kanjani isayithi lakho, isibonelo nge-Google noma i-backlink esuka kwenye isayithi nokunye. (I-Google Analytics inguqulo yamahhala futhi inikeza cishe yonke into edingekayo ebhizinisini elincane ukuya kweliphakathi). Ziningi izici ongakhetha kuzo futhi. Vula ithebhu ethi “Geo” etholakala esikhaleni somqondisi ukuze ubone izibalo “zolimi”:
Imakethe evelele - iSpanishi ku-inthanethi
Ngokusho kwe-Google, u-66% wabasebenzisi base-US abakhuluma iSpanishi, baqaphele ukuthi bacabangela izikhangiso eziku-inthanethi. Ngokubona okufanayo, ucwaningo lubonisa abantu abakhuluma iSpanishi-English ukuthi basebenze kakhulu ezikhungweni ze-ecommerce zemakethe. Ngaphezu kwalokho, i-Google iphinde iphawule ucwaningo olusuka ku-Ipsos olubonisa ukuthi u-83% wabasebenzisi be-inthanethi base-Hispanic American, basebenzisa izingosi ze-inthanethi ngezingcingo zabo, ezimele izitolo zangempela lapho zikuzo. Baze baphequlule ulwazi lwemikhiqizo ngenkathi bekhona esitolo.
Ngesitolo se-inthanethi se-Spanish, ukuphequlula kuzoba nomoya oshisayo . Abasebenzisi bazokuthola kukhululekile futhi kusebenziseka kalula ukubuka ulwazi lomkhiqizo nokuthenga.
Ukuklama indawo yemakethe yakho endaweni yezilimi eziningi, futhi ngokubhekiselwe kokuqukethwe kwesayithi futhi futhi ukhumbula izikhangiso eziphumayo, kuzozuza kakhulu ezingeni lezilimi ezimbili. Ezinye izici zidinga ukugcinwa engqondweni nakuba maqondana nemakethe yase-US ekhuluma iSpanishi.
1. Ukuhlukahluka - Ukuhleleka kosuku
Ukuba nekhono lokuxoxa ngezilimi eziningi nakho kungase kukhumbuze isici esihlobene nesiko. Kuyinto engokwemvelo ukuzizwa uyingxenye yendawo enjalo. AmaSpanishi aseMelika azowuqonda kahle lo mqondo njengoba ekhuluma zombili izilimi ngokushelelayo.
Unalokhu emqondweni, izinto ezifana nomkhankaso wokulwa nemikhuba yokuboleka ngokudla, osebenzayo eDolobheni laseNew York, ziletha umlayezo ohlukile ongase wethule okufanayo ngesiNgisi nangesiSpanishi, kodwa mayelana nomkhiqizo, kungase kudingeke umcabango owengeziwe.
Umthombo: https://www1.nyc.gov/site/dca/media/combat-predatory-lending.page
Abakhangisi bayakuqonda lokhu futhi bahlele imikhankaso yabo yezikhangiso ngendlela efanele, lokho kuzofaka izinguqulo zesi-Spanish zezikhangiso zabo. Bangase futhi basebenzise izinhlobonhlobo zabalingisi namamodeli okuhlanganisa amathuluzi afana neziqubulo, ukuhlukahluka kwemibala kanye nemibhalo/amakhophi ahlukile kweyesiNgisi.
Isibonelo esihle yiPayless ShoeSource. Bayisitolo sezicathulo ezinesaphulelo esitholakala phakathi kwe-US Kukhona imakethe yokugxilisa ingqondo yayihloselwe abathengi base-Hispanic abane-TV nokukhangisa kwe-inthanethi okugxile kakhulu emakethe yase-Hispanic kanye nabakhuluma isiNgisi kancane.
Inqubo - ukusungulwa kwamasu okukhangisa agxile kubathengi agxile ku-Hispanic futhi kude nemiqondo yesiNgisi, inedatha yokusekela iphrojekthi enjalo.
I-ComScore, inkampani eyenza amanani edatha, inolwazi lwezibalo mayelana nemikhankaso yezikhangiso: Le mikhankaso imakethwa ngeSpanishi kuphela, evela esiNgisini nalapho emakethe yase-US iyonke bese "ishintshwa" ukuze ivumelane nezinguqulo zeSpanishi, futhi ibhala futhi inkhulumomphendvulwano ihunyushelwe olimini lwesiSpanishi isuka embhalweni wesiNgisi.
Njengoba kunjalo, umphumela wabonisa ngokungangabazeki izethameli zolimi lwesiSpanishi, uhlobo lokuqala, ezazinawo ngamasu ahlanganiswe ngokuthanda kwazo.
Umthombo:https://www.comscore.com/ita/Public-Relations/Blog/Advertising-Strategies-for-Targeting-U.S.-Hispanics
Mayelana nokutolika kwemethrikhi, “i-lift in Share of Choice” ye-ComScore ibhekisela ekwenyukeni kwamaphesenti kokuthi “Isabelo Sokukhetha”. Lokhu kwethulwa njengesilinganiso samakhasimende ngaphakathi kweqembu locwaningo eligxile kumkhiqizo othize noma umkhankaso futhi akhombe lokhu njengomkhiqizo noma imikhankaso yawo ekhethwe kakhulu.
Ngokubheka igrafu ye-ComScore ngenhla, umMelika okhuluma iSpanishi uzodonseka kuye futhi ahlonze ngemikhankaso eqondiswe kukhasimende elikhuluma isi-Hispanic.
Ngakho-ke iziphi izifundo ezifundwayo kulokhu mayelana nomhlinzeki othengisa ku-inthanethi, manje ongena emakethe yase-US Spanish-consumer? Iqiniso liwukuthi, ukuguqulwa kolimi kuyisiqalo esiqinile sezindaba zeSpanishi futhi ikhophi kufanele ilandelwe eduze kulokhu.
Njengoba kuphawulwe ocwaningweni lwe-Google oluhlobene nokuphendula okungu-66%, njengoba kukalwe ngaphakathi kwezikhangiso eziku-inthanethi ezikhuluma isi-Hispanic, kukhanyisa izici zamasiko futhi. Unalokhu kugxilile engqondweni, izinto ezifana "nokudla, amasiko, amaholide nomndeni" ziphezulu kumenyu nomphakathi wase-Hispanic-American.
2. A. Hamba uye endleleni efanele
Njengoba kuphawuliwe ngaphambili, ngendawo yomdabu ekhuluma isi-Spanish ekhombisa ukukhula okuqinile ngaphakathi kwe-US- amagama emikhiqizo anombono onenzuzo kule makethe. Kukhona isiko elihlaba umxhwele kakhulu lolwazi lwezenhlalo lolimi lwesiSpanishi oluvela kumabonakude, umsakazo, amawebhusayithi neminye imithombo yezindaba.
Njengoba kuphawuliwe engxoxweni edlule, ucwaningo lwe-ComScore luphinde lwabonisa iqiniso lokuthi ukukhangisa ku-inthanethi ngolimi lwesiSpanishi kwenza kangcono kunomabonakude nomsakazo manje. Ingasaphathwa eyokuthi ukukhangisa okukhethekile okuku-inthanethi ngesi-Spanish kufike ngesilinganiso njengoba kuboniswe ngaphansi kokwabelana ngokukhetha okubhekiselwe kumsakazo, izikhangiso ze-TV ngaphansi kwamabhrendi nemikhankaso efanayo.
Kubikwa ukuthi, i-BuildWith.com, iphawule ukuthi amawebhusayithi e-US ayizigidi ezingu-1.2 ayahlolwa nge-Spanish . Lokhu kuvela ezizindeni zesayithi ezingaphezu kwezigidi ezingu-120 e-US kanye nezindawo ezibalelwa ku-1%. Uma kucatshangelwa inani lokusetshenziswa kwe-inthanethi ngabantu baseMelika abakhuluma iSpanishi, kuyalondolozeka lokho okuncane okubhekelelwe imakethe yabo. Imidiya eku-inthanethi yolimi lwesi-Spanish ehlobene namawebhusayithi kanye namawebhusayithi axhumanisa ukukhangisa, ingaphandle kwenani elikhulu labasebenzisi abakhuluma isi-Spanish. Imakethe ivulekele ukukhula ngaphakathi komkhakha omkhulu wabasebenzisi abakhuluma isi-Hispanic.
3. Lungisa ukuhamba kwezilimi ezimbili
Kuphawulwe engxoxweni edlule, idivayisi yemidiya kuya ku-SEO yolimi lwesiSpanishi njengesilungiselelo solimi esimisiwe, njengeSpanishi. Ukubhekana nokuqhubekayo nesidingo sokuthuthukisa ukuxhumana ngokwenza lula izisetshenziswa zokuqukethwe kwezikhulumi zesi-Spanish.
E-US indlela yokusebenzisa izilimi ezimbili njengesu lebhizinisi, kungaba ukuthola usizo lwabakhuluma isi-Hispanic abakhululekile ngolimi nezinye izindawo nemiphakathi namasiko abo.
Ukuze kwandiswe le ndlela yokwenza, ifomethi yokushintsha umongo ingase ihluke kakhulu ekuguqulelweni endaweni yesixhumi esibonakalayo sombhalo kanye nezindonga zokuqonda ezingeni lolimi, ngamanye amazwi-okuhlobene nolwazi nokuqukethwe okubhaliwe kodwa kube nokusonta samukele eduze imvelo ehlobene. Kuleli zinga, ifilosofi yokuzuza ukuthengisa ezisekelweni zabathengi izoba yinzuzo ngaphakathi kwesisho somsebenzisi sesiNgisi nesi-Hispanic.
Ngaphandle kokumelana neqiniso lokuthi ukuguqula umongo kudinga indlela ekhethekile kumazinga amaningi futhi ungakhohlwa lokho kuqonda kubasebenzisi bemakethe, futhi kulokhu ikhasimende elikhuluma isi-Hispanic, lizodinga ukuthuthukiswa komkhankaso ezidingweni zabo.
3. Gcina izipho zakho eziku-inthanethi ziphezulu
Amathuluzi ohwebo abhekisela ku-Univison enezikhangiso, ukukhangisa kuhlelo oluku-inthanethi lwe-El Sentinel kanye nokusetshenziswa kwe-Google Adwords ukuze kuthathwe izimakethe zase-Hispanic, nokho ukuqinisekiswa kwekhwalithi yigama likamama lapha. Njengoba sekushiwo, ulwazi lwewebhusayithi yakho ludinga ukuba luhluke okungenani kumthengi wakho okhuluma iSpanishi.
Inkampani yokudala i-Lionbridge, egxile ekuhwebeni kwembulunga yonke kanye nezici zokuqukethwe, yenze ucwaningo phakathi kwezibalo zemidiya eziku-inthanethi ezigxile kubasebenzisi be-US Hispanic lapha ukuthi ukungaguquguquki kuyizwi elidumazayo ezimakethe zase-Hispanic. Nikeza isevisi engavamile kukhasimende lakho elikhuluma isi-Spanish ngokuqukethwe okugxile ku-Hispanic, okufana nohlangothi lwabakhuluma isiNgisi, okuzofaka isizinda sewebhu ngesi-Spanish emakethe yakho.
Amasiko ahlukene - izindlela ezahlukene
Ngokombono wezobuchwepheshe, izinselele zingase zibe ezesilwane esihlukile, ikakhulukazi mayelana nezici zokusiza izinkundla zezilimi eziningi ngaphakathi kwekhasi elilodwa. Ukuze uqaphele izinto ezifana nezibonisi zekhasi nobude bendima, amamojula okuhlola izihloko zezindaba nezinye izindawo.
I-Software kuye, izinto ezimbalwa zingahamba ibanga elide ukuhlela inqubo. (I-Squarespace, Webflow ne-WordPress ukusho ezimbalwa). Isimo sokugcina siwukuba noguquko olushelelayo kanye nokusetshenziswa kalula kule nkundla yezilimi eziningi zesiNgisi neSpanishi.
Ukuqonda iklayenti
Uma kucatshangelwa isici sokuklama, izindlela zokuqeda ukusabela komsebenzisi ngaphakathi kwale midiya zidinga ukuqondwa. Sinamaqhinga ambalwa angasiza kule ntuthuko- lokhu kuzobandakanya imidiya ebonakalayo ngolimi olukhethwayo (sinikeza usizo ngalokho), okuhlanganisa ama-vorms, ama-popups namanye amathuluzi ongawadinga kusayithi lakho.
Ukuqonda izilimi eziningi - indlela eya phambili
Njengoba ungeyena umuntu okhuluma iSpanishi ngokwakho, isayithi lakho lingahambisana ngokuphelele nokumaketha kwakho njengohlangothi lwesiNgisi. I-ConveyThis.com iyithuluzi elihle kulolu hlangothi lwentuthuko futhi inikeza ukuhumusha okuhle kakhulu kusayithi lakho lesi-Spanish okuhlanganisa izilimi eziningi uma nawe uzidinga, futhi usebenze ngaphakathi kwedeshibhodi yakho. Usizo oluvela kumhumushi womdabu okhuluma isi-Hispanic ukuze aqinisekise isayithi lakho kuwumbono omuhle.
Kusuka kokuthi "okungasetshenzisiwe nokunganikezwanga kahle" kuya ekuthuthukisweni kwezilimi ezimbili ze-Spanish-English
Ukugcina amawebhusayithi akho e-SEO kanye nokuhumushela iwebhusayithi kusi-Spanish kuyilapho ubamba ngokuqinile izinkundla zenjini yokusesha yolimi lwesi-Spanish, kuyindlela eqinisekile yokuba amandla aku-inthanethi phakathi kwendawo yemakethe yase-US enezilimi ezimbili.
Lokhu kungenziwa ngaphakathi kwe-ConveyThis.com , kungakhathaliseki ukuthi iyiphi inkundla esetshenziswayo. Mayelana nefomu lemidiya, ukushintshwa kwevidiyo nesithombe phakathi kwezilimi kuya ekuhumusheni ngendlela oyifisayo kungenzeka kanye nokuqukethwe kweSpanishi kuwo wonke amazinga kuyilapho kugcinwa uphawu lwakho lwesiNgisi oluhlobene nokuma, kwenziwa phakathi nesikhathi esifushane.