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Kao Collins

Innovative Inkjet Giant Takes the World Stage with New Website and Integrated Marketing Strategy

The Kao Collins site on a mobile device

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.

Results Snapshot

  • Organic SEO & Technical SEO generated a 300% increase in sales leads and improved lead quality in the first year.
  • Achieved page-load speeds of 1.3 seconds, 6-7x higher than the industry average.
  • 600% increase in new site visitors increased brand awareness.
  • Strategic, multichannel product launch generated a 32% increase in new users and a 50% increase in leads quarter-over-quarter.

Services: Web Accessibility, Multi-National Website, Product Launches, Integrated Marketing, Web Design & Development, Organic SEO, Technical SEO

The Kao Collins site on a mobile device

Challenge

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.

The kao collins site on a laptop, desktop computer, and tablet.

Strategy

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.

International Reach

To improve search ranking signals by keeping website visitors engaged, designs needed to be intuitive, informative, and aesthetically pleasing, all while staying true to the brand.

Integrated Marketing

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.

Expert Content

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.

Technical SEO

The site’s URL structure and navigation would need to be optimized to help users find what they need faster, which would also help search engines favor the website in search rankings.

Solutions

Global Access

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.

The Kao Collins Inktank site on a laptop

Expert Copywriting

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.

Product Launches

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.

The Kao Collins X-BAR microsite

Examples of Kao advertisements

Integrated Marketing

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.

Examples of Kao social media posts

Examples of Kao social media and advertisements

The Website

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.

The Kao Collins website on a mobile and desktop device

Browser-Based PWA

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.

Technical SEO

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.

Digital Compliance

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.

Banners designed by DBS Interactive at a conference

Digital banner for Kao designed by DBS Interactive

Integrated Marketing

A Kao Collins trade show digital table designed by DBS Interactive

Content Marketing

Expert content establishes brand credibility, offers valuable industry insights and search performance through organic and technical SEO.

Trade Advertising

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.

Email Marketing

Targeted email campaigns reach prospects interested in products and services offered by Kao Collins for specific digital printing technologies.

Social Media

Paid and organic social media supports account-based marketing efforts to reach targeted verticals and specific prospect personas.

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