Latinos are taking over the small business world, according to a 2014 report by the Partnership for a New American Economy.

The study states between 1990 and 2013, the number of Hispanic entrepreneurs in the U.S. more than tripled, going from about 321,000 to 1.4 million.

But when it comes to online, fewer Hispanics are starting up businesses compared to other ethnic groups.

Melissa Rossiter with the Greater Bakersfield Chamber of Commerce said, “You have to know your market, you have to make sure you have a product that’s going to sale or a service that’s going to sale.”

To keep up with the digital world, Hispanics who do start up brick and mortar shops are taking advantage of social media platforms.

“If you do the social media you can definitely target a different type of market and different type of clientele,” said Rossiter.

She said digital is the new way of advertising.

“The biggest key is promotion. If you don’t have the web presence, the social media – regardless what business no matter what business you are.”

Nadia Nunez, who owns several businesses in Bakersfield, said they do not hold back when it comes to the Internet. She said they promote themselves on Facebook, Twitter and Instagram.

“It’s so much easy. So much easy,” said Nunez, “and everybody is on the social media.”

 

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