We helped a startup with Russian-American roots launch in the Spanish-speaking countries of Latin America during the pandemic.

The Client

Linguix is a service for checking texts in English for grammatical, punctuation and stylistic errors. It’s suitable for both learning the language and professional use. The service has an online version, browser extensions, and a mobile app for iOS and Android OS.

The Challenge

Before investing in the expansion of the startup in the Latin American market, it was necessary to analyze how much in demand it would be among the Spanish-speaking target audience. Moreover, we had to identify whether the product would require any modifications, considering the peculiarities of the market.

The key challenge: there was no budget for a large-scale marketing campaign in Latin America. Therefore, we decided to promote the product using affordable content marketing.

However, it soon became clear that there were very few practical materials on content promotion in Spanish, so we had to figure it out on our own.

The Goal

To advertise the service in the Latin American market and get feedback from native Spanish speakers.

The Solution

Step 1: Research

First, we had to research the Spanish-speaking audience on the Internet in order to figure out how we should promote the product and what platforms to use. Thus, we started with a little research. We mainly made use of sources in Russian and English, since there were no native Spanish speakers in our team at that time. Additionally, we consulted with a Spanish-speaking social media manager on Upwork.

Step 2: Preparation and Content Publishing

We already had several excellent materials in English, so we had no trouble translating them into Spanish. Then it was time to decide which platforms we would use to publish the articles in order to catch as much readers’ attention as possible.

After researching various blogging services, we concluded that the best solution would be to publish articles on Medium. This platform has a convenient and easy-to-use interface. Besides, detailed statistics are available for each published article, including information about the source of referrals. Most importantly, you can publish content in local languages on Medium.

Step 3: Traffic Generation

After our articles appeared on Medium, we had to start promoting them (or, as marketers say, «seeding content»). We have selected three major resources:

Taringa.net is one of the most visited aggregator websites in Latin America with over 21 million visitors.
Meneame.net is a popular Spanish-language resource, with about 10 million visitors.
Reddit.com is an international platform for the exchange of useful and interesting information. We were primarily focused on the Spanish-language segment, using subreddits like r/aprendeingles/ (the section devoted to learning English), /r/es/ (general Spanish-language subreddit) and some others.

We have posted links to the articles, accompanying them with comments on all the mentioned websites.

The Outcome

We published four articles on Medium during the month. In total, they were read by several thousand people, while there was a good enough conversion rate for sign-up. Nevertheless, we invested a minimum amount of resources in marketing.

As a result of the test launch, we were able to find out that the Spanish-speaking audience is quite active in using the product and purchasing a premium option. The startup was also noticed by local journalists and bloggers. A review of the service on the popular Argentine IT resource wwhat’s new brought several thousand more users in a couple of days.

SMILE BRIGHT MEDIA HAS BEEN ACTIVELY ENGAGED IN THE CONTENT PROMOTION OF IT AND TECH STARTUPS FOR MORE THAN FIVE YEARS. HERE YOU CAN LEARN MORE ABOUT OUR SERVICES.

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