Hispanics are becoming an increasingly large segment of the U.S. population, and for an enterprising lawyer, serving 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 is not enough, says Liel Levy of Nanato Media.
Along with Natalie Fragkouli—his wife and business partner—Levy has written Beyond Se Habla Español: How Lawyers Win the Hispanic Market to share their tips on marketing legal services to Latinx communities.
By segmenting the Hispanic market in the United States into demographics based on acculturation—for example, whether they consider Spanish to be their first language or how recently their family has come to the United States—there is data that can show how each group can be most effectively reached by advertising. Levy and Fragkouli can help lawyers figure out the best way to connect with the people they can best serve within their practice areas.
In this episode of the Modern Law Library, Levy speaks with the ABA Journal’s Lee Rawles about his journey—from growing up as a member of an Israeli family in Mexico City, to summers in his teens helping his uncle promote his law firm in Los Angeles, to launching Nanato Media in Austin, Texas.
He shares some common missteps that law firms make with courting Hispanic clientele, some of the attributes that many Hispanic consumers share, the ways to quickly drum up business, and long-term strategies for building community connections.