2023.10.24
Success Story- Kuraray Co., Ltd.
How a Web Marketing Novice Consistently Acquired Quality Inquiries
Kuraray Co. Ltd. is a leading chemical manufacturer producing and selling a wide range of products, including high-performance resins, chemicals, and synthetic leather.
We spoke with Sano from the environmental solutions division, which manufactures and sells activated carbon derived from natural materials. Sano is responsible for selling nitrogen gas-generating systems that leverage the characteristics of activated carbon. Kuraray has a track record of over 40 years of manufacturing and selling in the nitrogen gas-generating systems market, and has steadily increased sales since its inception, particularly domestically. Kuraray's nitrogen gas-generating systems are recognized as high-performance, high-quality products, but overall awareness of nitrogen gas-generating systems themselves is low, so increasing online visibility was a challenge.
To overcome this challenge, Kuraray has adopted Metoree, harnessing the strength of its organic search to reach new customers. We inquired with Sano about the company’s background, the hurdles faced during implementation, and the changes.
Exploring New Domains in Industries with Innovative Technology
- First off, could you tell us about your company's business?
Sano: Our company deals with a wide range of high-performance chemical products, including polymers, rubber, and optical-related goods, with our division focusing on businesses centered around activated carbon. Under the mission of "serving the world and humanity by doing what others cannot do," we have leveraged our unique technical prowess to emerge as a "Specialty Chemical Company." We have created numerous competitive businesses and products globally.
- Could you also share about your role?
Sano: I joined the company in 2012 and was involved in the research and development of activated carbon within the environmental solutions division. About five years ago, I transitioned to sales, and have been handling the sales of nitrogen gas-generating systems that utilize activated carbon to produce nitrogen. Currently, I’m also working on marketing initiatives like listing advertisements on Yahoo! and Google to enhance product awareness on the web and generate inquiries.
Creating a Sales Channel via Web (Background of Listing on Metoree)
- Could you tell us how you were generating inquiries before the listing?
Sano: Initially, we received many inquiries through connections in the industrial gas sector, which have been supportive since the beginning of our business, or through existing delivery points considering renewals. However, recently, the importance of generating inquiries through web searches has been growing, and web marketing has become a challenge for us.
- Could you elaborate on the challenges you faced?
Sano: The main challenge was the lack of awareness about nitrogen gas-generating systems, making it difficult for potential customers to reach Kuraray even when searching for them online. While our company has been investing more in marketing recently, even within the company the nitrogen gas-generating systems I sell are considered specialized items. So we were lacking personnel with the specialized knowledge necessary to market them successfully.
- What led to the decision to place web advertisements?
Since I’m well-versed in the products, I initially took the lead on listing ads. But just editing keywords and other listing responses wasn't effective, and we weren’t seeing results. A colleague happened to introduce me to Metoree's site, and I saw how easily industrial machinery could be compared. And since increasing product awareness through organic searches is exactly what we were having challenges with, we realized the platform was a perfect fit for our goals and decided to advertise on Metoree.
Consistently Acquiring Inquiries via Web - Effects Post Metoree Implementation
- There are other advertising platforms, so why did you choose Metoree?
Sano: We considered listings on other sites, but they had so many products listed that comparing them felt a bit overwhelming. Metoree, on the other hand, shows just the right amount of information at first glance, making it easier for users to compare. That’s why we chose Metoree.
On top of that, their Search Engine Optimization (SEO) is well-executed, so many of the product pages rank high on Google.
This means that even without working on our own page's SEO, users searching for related items will see our products. And this was a huge advantage since we haven’t been able to work on our own SEO.
- What have you noticed since listing?
Sano: We received about three inquiries during our first month of advertising through Metoree. Each inquiry has been detailed, which is more like to lead to an order. Additionally, inquiries via list ads have also increased, so it seems that our initial goal of improving online awareness is being achieved. Recently, between listings and Metoree advertisements, we’ve started receiving inquiries almost daily, and I've had to request support from other sales members to handle them.
- Could you tell us about the type of customers coming in from Metoree?
Sano: Since we are listed in the nitrogen gas-generating systems product category on Metoree, most of the customers inquiring are aware of nitrogen gas-generating systems and seem positive about purchasing. So we receive many specific inquiries, and it feels like many of the customers are more knowledgeable than those finding us through other online ads.
Acquiring New Customers on Metoree, Even Without Web Knowledge
- To whom and for what kind of challenges would you recommend Metoree?
Sano: Even with limited knowledge in web marketing, I've been able to increase inquiries via the web. So, personally, I'd recommend Metoree to people like me who are engaged in B2B, haven't ventured into web marketing, only have a company homepage, or are too busy to get around to web marketing.
In today’s market, where searching online is the first thing many people do, not having a well-established receptacle for web searches means missing out on opportunities to acquire new customers. I would recommend that anyone who wants to take the first step in web marketing start by listing advertisements on Metoree.