Digital marketing in today’s world is all about connection, trust, and engagement. When aiming to break into underrepresented or underserved markets, especially within Hispanic, Black, and other communities of colour, brands must go beyond just marketing tactics. To succeed, businesses need to build authentic relationships, show up consistently, and connect on a deeper cultural level. The key lies in understanding the nuances of each community and crafting marketing strategies that resonate with their unique values, challenges, and aspirations.
As a digital marketing expert, I can tell you that breaking into these markets requires a combination of creativity, cultural awareness, and genuine commitment. Below, I’m sharing nine expert tips to help businesses effectively attract and engage with Hispanic, Black, and other non-white communities using digital marketing strategies that speak to their values and interests.
1. Build Genuine Partnerships, Not Just Campaigns
The first step in resonating with communities of colour is to stop treating these groups as mere targets for a marketing campaign. Instead, focus on creating long-lasting partnerships. As Alexandra Robertson from Visory Health suggests, consistency is key. Businesses must demonstrate through consistent actions that they genuinely care about the values, cultures, and causes that matter to these communities.
- Form alliances with influencers, local community leaders, and organisations that have established trust within the community.
- Be consistent in your messaging and actions over time, rather than fleeting marketing stunts.
- Support initiatives that uplift communities of colour, rather than just promoting your products or services.
When you build authentic partnerships, the community will see you as a long-term ally rather than a business trying to capitalise on a trend.
2. Leverage Cultural Insiders to Craft Content
Ravi Kotwani from Avyanco Group hits the nail on the head when he emphasises the importance of culturally attuned content. To effectively reach Hispanic, Black, and other non-white audiences, brands need to partner with cultural insiders. These creators and influencers are deeply embedded in the communities and can create content that speaks to shared experiences, traditions, and values.
- Collaborate with influencers who have established credibility in the community.
- Craft authentic, narrative-driven content that reflects the community’s story.
- Avoid generic content—make sure your messaging is culturally relevant and resonates with the audience.
By aligning your brand with culturally relevant content, you will build trust and position your brand as an ally.
3. Showcase Real Stories, Challenges, and Successes
Consumers want to feel seen and heard. One effective way to build trust is by showcasing the real-life experiences of people from Hispanic, Black, and other communities. John Drumgoole Jr. from USA Mortgage highlights how sharing stories that reflect challenges and successes creates an emotional connection with the audience.
- Use customer testimonials that share authentic stories from your target audience.
- Feature people from these communities in your marketing materials.
- Highlight issues that affect the community and show how your brand is working to address them.
By focusing on real stories, you will resonate with your audience’s lived experiences, making your brand more relatable and trustworthy.
4. Show Up for Meaningful Community Events
Participation in community events is a powerful way to engage with diverse audiences. Archana Rao from Life Work You Inc. suggests that showing up for significant cultural events—festivals, traditions, and rituals—builds trust and fosters affinity. These events provide opportunities to demonstrate that your brand genuinely values the culture and traditions of the community.
- Attend cultural festivals and community events, both physically and virtually.
- Sponsor or partner with local events that are important to the community.
- Show respect and appreciation for the culture, rather than trying to take centre stage.
When you show up in a meaningful way, you signal that your brand is not just about selling products but about being part of the community.
5. Share Content That Your Target Audience Cares About
It’s essential to understand what matters most to your target audience. Tomer Warschauer Nuni from Kima Network recommends developing content that reflects the unique values and cultures of your audience. Culturally relevant storytelling can make all the difference.
- Understand cultural values and create content that aligns with these values.
- Avoid stereotypes and focus on authentic representation.
- Collaborate with trusted community leaders to help spread your message.
By creating content that aligns with your audience’s values, you build a strong connection with them.
6. Align Your Brand With Cultural Identity
The younger generations, particularly post-Millennials, are known for embracing fluid identities that span across different cultures. Jack Borie from Ubix highlights the importance of tapping into these evolving cultural identities. Brands must reflect the shared values of the community while celebrating the nuances of different cultures.
- Use platforms like TikTok to create content that reflects shared experiences and evolving identities.
- Celebrate cultural nuances in your content to create a more authentic connection.
- Highlight universal values that resonate across cultures, such as family, community, and resilience.
By celebrating evolving identities, your brand will stay relevant and appealing to a diverse audience.
7. Educate Your Team to Avoid Stereotypes
As Scott Hozebin from StrideMD notes, it’s important to educate your team on cultural nuances and avoid stereotyping. Assumptions about how each ethnicity interacts with brands can create barriers to effective engagement. Instead, focus on shared values and interests that transcend cultural lines.
- Train your team on cultural competence and inclusivity.
- Collaborate with creators who understand the target community’s interests and preferences.
- Use inclusive language and imagery that resonates with people from different backgrounds.
By creating an inclusive and open-minded culture within your business, you can engage with diverse audiences more effectively.
8. Engage with Your Target Audience Respectfully
Salice Thomas from Wipro Limited stresses the importance of cultural competence in your digital marketing strategy. To truly connect with Hispanic, Black, and other non-white communities, brands must engage respectfully, prioritising authentic representation and celebrating the community’s milestones and achievements.
- Collaborate with diverse influencers who genuinely represent the community.
- Engage in meaningful conversations on social media and niche platforms.
- Support causes that matter to your target audience, showing respect and commitment to their struggles.
When brands engage respectfully and demonstrate a genuine understanding of cultural differences, they foster long-term loyalty and trust.
9. Commit to Diversity Internally and Externally
Finally, Thasha Batts from Pinnacle Global Network highlights that brands must “walk the talk” when it comes to diversity. It’s not enough to just showcase diversity in your marketing materials. Internally, your team and hiring practices must reflect the commitment to inclusion and equity.
- Prioritise diversity in your hiring and corporate practices.
- Showcase your support for diversity through both external marketing and internal policies.
- Highlight your efforts to support inclusion and equity in the workplace.
By committing to diversity, your brand will be seen as genuine, and this will resonate with consumers who are passionate about supporting companies that align with their values.
Conclusion: Building Authentic Relationships with Communities of Colour
In conclusion, breaking into underserved markets and building trust with Hispanic, Black, and other non-white communities requires a thoughtful, authentic approach. It’s about creating genuine relationships, not just marketing tactics. By focusing on cultural competence, sharing real stories, and showing up for meaningful events, businesses can effectively attract and retain customers from diverse backgrounds.
Remember, authenticity is key. If you truly want to resonate with these communities, make sure your actions speak louder than your words.
