Ever wondered how to tap into the underrepresented Hispanic market with your legal services? We chat with Hugo Gomez, founder of Abogados NOW, a national Spanish marketing agency for attorneys, about his innovative approach to help lawyers reach out authentically to Hispanic communities. We go over his journey in creating a digital-focused strategy based on Hispanic mobile behavior and the challenges he faced convincing traditional firms.

Meet Hugo E. Gomez

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Hugo E. Gomez is the founder of Abogados NOW, a national Spanish marketing agency which helps attorneys advertise to underrepresented communities. With a mission to forge greater awareness of Spanish-speaking communities, Hugo and his team create high-performing and cost-effective Spanish digital marketing campaigns to help attorneys grow their firms. Thanks to Hugo’s vision and leadership, Abogados NOW has become the first choice partner for legal practices looking to tap into Spanish Speaking communities across the country. By leveraging digital marketing and data-driven solutions, they help attorneys achieve their business goals while making a difference in the lives of those who need legal help the most.

Episode Highlights

• Hugo explains how he identified a gap in legal marketing to Hispanic communities, which make up 20% of the US population.

  • He leverages digital media due to Hispanics’ strong mobile and social media usage, aiming to bridge the gap in Spanish-language legal resources online.

• Hugo discusses overcoming initial skepticism from attorneys by demonstrating the digital engagement potential of targeting Hispanic clients.

  • He encourages Spanish-speaking lawyers to become key points of contact within firms to effectively serve Hispanic clients.

• He emphasizes the importance of personal branding over traditional advertising for new lawyers to build authentic client relationships.

  • Hugo advocates for authenticity in personal branding to establish trust and resonate effectively with target audiences.

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