How to Market Your Legal Services to Hispanic Clients


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The modern law library

How to Market Your Legal Services to Hispanic Clients

Hispanics are becoming an increasingly important segment of the American population, and for an enterprising lawyer, meeting the legal needs of Spanish-speaking clients seems like a solid business development goal. But running your existing marketing materials through Google Translate and slapping “Se habla español” on your website isn’t enough, says Liel Levy of Nanato Media.

With Natalie Fragkouli — his wife and business partner — Levy wrote Beyond Se Habla Español: How Avocados Are Winning The Hispanic Market to share their advice on marketing legal services to Latinx communities.

By segmenting the Hispanic market in the United States into demographics based on acculturation, for example, if they see Spanish as their first language or how long ago their family arrived in the United States, there is data. which can show how each group can be most effectively reached through advertising. Levy and Fragkouli can help lawyers find the best way to connect with the people they can best serve in their areas of practice.

In this episode of the Modern law library, Levy speaks with Lee Rawles of the ABA Journal about his journey, from growing up as an Israeli family member in Mexico City, to the summers of his teens helping his uncle promote his law firm in Los Angeles, at the launch of Nanato Media in Austin, Texas.

He shares some common missteps law firms make in wooing Hispanic clientele, some of the attributes many Hispanic consumers share, ways to grow business quickly, and long-term strategies for building community connections.

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In this podcast:

<p>Liel levy</p>

Liel levy

Liel Levy is Head of Partnerships at Nanato Media, and he is also co-host of In camera podcast, a weekly podcast dedicated to legal marketing. He has facilitated several workshops at Google in Austin, TX as part of the Google Digital Coach Program, which helps local Hispanic and Black small business owners leverage the power of Google and digital platforms.

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