If you want to be a global leader, you need global websites – this was the conclusion of Custom Biogenic Systems' management. In 2016, IBT Online rolled out the first 2 localized websites for them: now 2 years later, Custom Biogenics is online, optimized and fully visible to their international clients and prospects, with 6 websites across 6 international markets. IBT Online first built 4 localized websites for Custom Biogenics for Europe: French, German, Spanish and Italian. In early 2018, the company decided to add Chinese and Russian. These 6 languages equate to over a quater of the world's population. This multi-website presence allows the company to push forward its international ambitions, growing together with the global biotechnology, pharma, industrial and research sectors that they service.
As a Michigan-based company, Custom Biogenics benefited from the Michigan Online Global Program.This joint venture between IBT Online and the Michigan Economic Development Corporation (MEDC), provides website localization and international online marketing for Michigan exporters. From strategic planning, through content localization, design customization and technical implementation of localized websites, to country specific search engine optimization and social media marketing, the Online Global services are tailored to support the international business strategy of the Michigan exporter.
Translation is the tip of the iceberg for Custom Biogenics' international websites: each website is fully optimized for the local search engine, based on research to identify the dedicated keywords and best terms used locally. The Chinese and Russian websites are optimized for the local search engines: Baidu and Yandex respectively, while the European websites were matched to Google, that boasts over 90% market share in Europe.
In the USA, Custom Biogenics' domestic website is ecommerce-enabled but the main objective of the international websites is to build global brand recognition. The company's products serve multiple industry sectors, from pharmaceuticals to industry applications, and the websites therefore help showcase the range of specialized products. Localized websites allow in-market partners to reach and engage with target audiences more effectively, particularly for complex products and services.
If you are a Michigan-based company, or any exporter interested in exploring the power of localized websites, get in touch with us at IBT Online.
