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.
Exploit the success of the company’s innovative inkjet printing solutions, centered on a foundation of an enterprise-level website designed and developed to international best practices and compliance requirements and supported with integrated and account-based marketing.
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.
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.
Integrated & Account-Based Marketing
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.
Elevate the Brand, Promote New Products & Generate Sales Leads
Kao Collins X-BAR product microsite
The InkTank is a Kao Collins microsite that serves as an industry knowledge center
Social Media Campaigns
Support Earned Media, Highlight Expert Content, Create Brand Consistency
Print Ad Campaigns
Strong Messaging, Bold Designs that Stand Out
Advertising in industry trade publications elevates the brand with clear messaging about the unique sales proposition offered by Kao Collins. The ad designs stand out in stark contrast to traditional, less engaging advertising found in the magazines. Social media reinforces these print components to amplify new-product promotion.
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