Case Study: Kao Collins
Kao Collins Emerges on the World Stage with New Website and Integrated Marketing
We combined a scalable, high-performance website with brand elevation and multinational integrated marketing to transform an industrial inkjet ink manufacturer from invisible to irresistible.
Tell the story of the company’s innovative existing and new products and services few outside their base of loyal customers knew. Make the brand familiar to the industrial inkjet OEMs, major commercial printers and the packaging industry.
High Performance Website
Impatient users abandon slow websites, especially in emerging markets. Fast page loading speeds would be key. The website would also need to adhere to international standards for accessibility and be built to best practices for user experience.
Organic Search Optimization
Since B2B business primarily originates online, keyword research identified the greatest opportunities for improving Organic SEO across the website copy and blog articles.
Attracting international audiences in Europe and emerging markets in Asia involved demographic research and understanding search trends. A unique Mandarin-language site hosted in China would reach that desirable market.
Engage audiences at key touchpoints across the spectrum of digital and offline channels, including integrated campaigns involving social media, email marketing, earned media, experiential events, and trade publication advertising.
Publishing high-quality content through informational blog articles would establish credibility, build the brand’s authority in the industry, and improve site performance and rankings within targeted search results.
Keywords are just one small part of an effective search optimization formula, so the website needed technical SEO that would enhance the user experience, including powerful metadata, improved page loading speed, and advanced structured data.
The conversion to industrial inkjet printing had begun. A high-performance website was designed, developed, and SEO-optimized to reach high value prospects around the world. Integrated marketing campaigns leveraged the new site to drive exponential growth in new business leads.
We launched an ADA-compliant website that was accessible to worldwide audiences and offered clear user pathways for discovering products and services offered by Kao Collins for the major printing technologies.
We wrote highly technical and expert content that highlighted industry applications of the brand’s innovative inks, driving more readers to convert to leads and elevating the website in organic search results.
We launched new products through unique website destinations, landing pages, and microsites with user-centric designs and high-quality content optimized for targeted organic search keywords.
We used email marketing, offline marketing, and social media to attract users to visually appealing website pages and other relevant content that generated interest and new business.
As the foundation of all marketing efforts and the hub of the user experience, the Kao Collins website, developed as a progressive web app (PWA), achieves fast load times – up to 6.5 times faster than the industry average. Compliance with international web accessibility standards and implementation of best practices helps the site perform remarkably well for search engines when combined with technical SEO. Microsites showcase new brand verticals and grow brand presence in international markets like China.
We built the site as a highly-secure progressive web app (PWA) to offer scalability for adding new products and services.
Meeting Best Practices
The site follows industry best practices for web development and user experience, making it fast and accessible on any platform, especially in emerging markets with limited internet bandwidth.
Our development team built in code-level search optimization known as technical SEO, which elevates the brand and keywords in search engines, especially for voice search.
The site is built to international standards (including WCAG and ADA-compliance) for web accessibility, delivering an enhanced user experience and SEO performance while reducing legal exposure.
Expert content establishes brand credibility, offers valuable industry insights and search performance through organic and technical SEO.
Targeted email campaigns reach prospects interested in products and services offered by Kao Collins for specific digital printing technologies.
Product-focused offline advertising highlights the brand’s unique value proposition with simple messaging, bold visuals, and a unique URL to track campaign engagement and performance.
Paid and organic social media supports account-based marketing efforts to reach targeted verticals and specific prospect personas.