Renowned for its technology and ability to deliver, Ocean Optics has every reason to be confident of its global success. To make sure the Ocean Optics brand is showcased at its best, management decided to invest in its online footprint. As a Florida exporter, the company took advantage of the innovative Florida Online Global Program and in mid-2018, Ocean Optics boasted its first 2 fully localized websites for target export markets; Mexico and Brazil. IBT Online is proud to have helped them get online globally.
With headquarters in Florida, Ocean Optics was eligible for Enterprise Florida’s Online Global Program. As a public-private partnership, Enterprise Florida Inc. (EFI) is the principal economic development organization for the state. Working with IBT Online, EFI initiated an innovative program to help Florida companies with global ambitions get the right sales and marketing tools: international, fully localized websites and social media marketing.
Ocean Optics is an ambitious company, particularly for its global markets. Founded 25 years ago, Ocean Optics is a leader in spectroscopy technology that allows precision measurements with applications ranging from life sciences and semiconductors to environmental monitoring.
Ocean Optics had long recognized the value of having international websites. Their first attempt was having dedicated pages on their home U.S. website in different languages, powered by Google translate. When this proved ineffective – with poor traction and of limited use to their export partners, management recognized the need for professional help and localized websites that would allow the business to be found and understood by the local target market. In addition, Google translate did not reflect the company values of high quality and reliability.
Ocean Optics’ management wanted to have localized websites for Mexico and Brazil first. These markets were prioritized as there were marketing events in the pipeline, such as a major trade show in Mexico. Management recognized that a localized website was the best way to optimize international trade shows and the most effective sales tool they could offer in-market partners. Following initial keyword research and optimization for local search engines, IBT Online delivered the Brazilian and Mexican localized websites in time for the show.
One of the advantages of localized websites is the ability to tailor the website to the specific export market. The Ocean Optics websites are a great example: product and service applications differ between Mexico and Brazil and the localized websites allow management to highlight their strengths in each market.
