Kaplast had what you can’t pretend in the manufacturing industry: experience, technological facilities and a specific offer for B2B customers. The challenge was to make online communication better showcase this potential.
Our task was not to reinvent the brand. The idea was to organize the website, SEO, LinkedIn and company materials so that they start working together for trust, recognition and better visibility in the search engine.
Kaplast: a company with a strong background that needed to be better shown
Kaplast operates in the plastics processing industry. This is a segment in which purchasing decisions are not made under the influence of flashy slogans. The client wants to quickly check whether the potential partner has the appropriate experience, technical facilities and competences to carry out a specific order.
The company had solid foundations: a specialized offer, recognition in its industry and real production experience. However, her online presence needed to be sorted out. Information about your offer, website, Google visibility, LinkedIn communications, and company materials should form a coherent system, not act as separate elements.
Therefore, the first step was to look at the company’s marketing more broadly: not only through the prism of the website or individual publications, but the entire way the brand presents itself to customers, partners and candidates.
The challenge: organize marketing without simplifying the specialized offer
In manufacturing companies, communication must find a balance between precision and legibility. On the one hand, you cannot flatten the offer, because there are specific processes, technologies and quality requirements behind the services. On the other hand, a potential customer should quickly understand what the company does and in what areas it can help them.
In the case of Kaplast, it was crucial to organize several areas at once:
- the structure of the website and the way the offer is presented,
- Google visibility for queries related to business services,
- communication on LinkedIn,
- company and sales materials,
- visual consistency at different points of contact with the brand,
- ongoing decisions regarding promotions and marketing activities.
It was not a one-off campaign. A system was needed that step by step strengthens the company’s presence on the Internet and helps to better show its competences.
From audit to action
We started our cooperation with a diagnosis. We checked the website, LinkedIn profile, search engine visibility, analytics basics and materials that the company used to communicate with customers and partners.
The audit made it possible to separate urgent matters from those that can be developed gradually. In the first place, we focused on the foundations: website, technical quality of the website, offer structure, analytics and organic visibility.
On this basis, an action plan was created, covering both SEO and the website, as well as ongoing brand communication. Thanks to this, subsequent works were not accidental. Each element was to support the same goal: to show Kaplast as a reliable, well-organized production partner.
This project was not about more individual marketing activities. The idea was to make the website, SEO, LinkedIn and company materials work as one coherent system.
What did we do?
The scope of cooperation included several areas that complemented each other. Thanks to this, marketing activities did not function separately, but strengthened one brand image.
Website and SEO
- we conducted an audit of the website and visibility in Google,
- we have organized the technical basics of SEO,
- we have implemented and configured analytical tools,
- we have analysed the structure of the website and offer subpages,
- we have developed content on key services,
- we have optimized the elements affecting the indexing and reception of the website,
- We supported the development of news and language versions.
B2B Communication
- we conducted regular communication on LinkedIn,
- we prepared content in Polish and English,
- we communicated company news, events, certificates and sponsorship activities,
- We took care of a professional, factual tone tailored to the business audience.
Company and image materials
- we have developed presentations and promotional materials,
- we prepared graphics, e-mail footers and visual elements,
- we supported the update of brand identification in various channels,
- We adapted materials to communicate with customers, partners and employees.
Marketing consulting
- we analyzed the possibilities of further promotion,
- we verified the actions of competitors,
- we have consulted advertising and sponsorship offers,
- We supported the client in planning the next marketing steps.
Website as a brand communication center
In B2B, the website is often the first place a potential customer checks out a company. Therefore, in the case of Kaplast, we wanted the website to be not just a business card, but a real communication tool.
We have worked to make the user understand the scope of services and competencies of the company faster. We have shown the most important areas of the offer, including the production of plastic parts and the production of injection molds, more clearly. This is important both from the perspective of the customer who is looking for a specific contractor and from the perspective of visibility in Google.
At the same time, we organized the technical and content elements of the website. Thanks to this, the service has become a better base for further SEO activities, publishing news, developing language versions and targeting audiences from other channels, such as LinkedIn.
SEO that supports real business goals
SEO in this project was not a separate, technical service detached from communication. We treated them as part of a broader arrangement of Kaplast’s online presence.
At the beginning, we checked how the website is visible in Google, which queries are important for the company’s business and which elements of the website may limit its potential. Then we moved on to implementations: from technical corrections, through content optimization, to the development of subpages responding to the specific needs of customers.
The effects were visible primarily in areas related to Kaplast’s key services. The website began to appear more strongly in inquiries about injection molds, production of plastic parts, plastics processing and the local context of the company’s operations.
Important service phrases that previously had poorer visibility or were outside the first results began to move higher. Some of them entered the TOP10, and some local and offer inquiries reached very strong positions. It was not the result of one change, but consistent work on the website, content structure and technical quality of the website.
Thanks to this, SEO began to better support the decision-making process of a potential client. A person looking for a contractor could find it easier to find Kaplast, and after entering the website, they could find information about services, production capabilities and the company’s experience faster.
LinkedIn and B2B materials: consistent brand presence
In parallel with the work on the website, we developed Kaplast communication in channels that are important in B2B relations. The most important of them was LinkedIn.
Manufacturing company communication isn’t about posting just for the sake of presence. What matters is the selection of topics that strengthen the credibility of the brand: news, certificates, industry events, technological facilities, sponsorship activities, cooperation with partners and team development.
The content prepared was to be factual, professional and understandable for the business recipient. Depending on the topic, English versions were also created, which supported the company’s communication with foreign partners.
An important element was also the company’s materials: presentations, graphics, e-mail footers, promotional elements and visual communication. Thanks to this, brand consistency began to be visible not only on the website or LinkedIn, but also in everyday contact with customers and partners.
Results: more visibility, clearer offerings, and a more consistent image
The cooperation brought results in several areas at the same time. The most measurable was visibility on Google, but equally important was the change in the way the company was presented.
Better visibility on Google
The Kaplast website began to appear more strongly in queries related to its key services. Phrases concerning injection moulds, the production of plastic details and plastics processing were particularly important. Some important inquiries entered the TOP10, and selected local and offer phrases maintained very good positions.
Clearer offer
Organizing the structure of the site helped to better show the scope of the company’s activities. The user gets to the information about the most important services faster and understands more easily how Kaplast can support their project.
More consistent brand communication
The website, LinkedIn, presentations, email footers, graphics, and promotional materials began to create a more consistent image of the company. This is especially important in B2B, where the customer often comes into contact with the brand in many places before deciding to contact them.
A stable base for further actions
A structured website, analytics, SEO monitoring, better offer structure and more consistent materials created the basis for the next stages of promotion, including advertising, sales and image activities.
What does this project show?
Working for Kaplast shows that the marketing of a manufacturing company does not have to be based on loud slogans or frequent changes of concept. In many cases, more value is provided by organizing the basics and consistently developing channels that really support the client’s decision-making process.
In this project, it was important to combine several perspectives: technical quality of the website, visibility in Google, readability of the offer, regular communication on LinkedIn and materials used in relations with customers and partners.
Thanks to this, marketing was not a collection of individual tasks. It has become a system that better shows the scale, competence and professionalism of the company.
This is especially important in the B2B industry. A potential customer rarely makes a decision after one contact with a brand. Most often, he checks the website, compares companies, analyzes the scope of services and only then moves on to the conversation. The consistency of these touchpoints is therefore of direct importance for the credibility of the company.
Summary
Kaplast had a strong business, experience and technological background. Our job was to make the company’s online presence better reflect this.
We have organized the foundations of the website, strengthened visibility in Google, developed B2B communication and took care of greater consistency of company materials. The result is a more readable, professional and consistent presence of the brand in the channels where potential customers are looking for information about a production partner.
It was not a revolution. It was a systematic process that allowed us to better use the company’s potential and create a solid base for further marketing activities.
