月: 2023年10月

We are thrilled to share that Metoree has become a member of the Chartered Institution of Building Services Engineers

As a proud member of the Chartered Institution of Building Services Engineers, Metoree is dedicated to the growth of the art, science, and practice of building services engineering. Furthermore, we will contribute to the investment in education and research to support the community of built environment professionals in their pursuit of excellence.

At Metoree, we resonate with the goals of the Chartered Institution of Building Services Engineers and are excited about our active participation in the future. We remain committed to serving our local community and working towards a prosperous future.

We are deeply grateful for this wonderful opportunity and kindly ask for your continued support.

Sincerely, Metoree by ZAZA Inc.

How a Multi-tasking Manager Increased New Customer Acquisition on the Side

Established over 170 years ago, Leica Microsystems has been committed to its vision “From Eye to Insight,” focusing on the manufacturing and sales of optical microscopes. Unique among foreign-affiliated companies, Leica Microsystems operates its own website as a Japanese corporation, putting a significant emphasis on online marketing.

However, Yakura, who held the position of Sales Manager, also had to juggle marketing responsibilities. This dual role left little room for developing an adequate Search Engine Optimization (SEO) strategy, leading to the stagnation of web traffic growth.

Even with his dual responsibilities, Yakura was determined to increase website traffic and acquire new customers. The decision to implement Metoree, known for its ease of use and strong SEO, was a step towards resolving the traffic growth challenge. We spoke to Yakura about what led to this decision, the hurdles faced during integration, and the changes observed afterward.

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Delivering High-Quality Optical Microscopes for Over 170 Years

– First, could you tell us about your company’s business?

Yakura: Though the name “Leica” is strongly associated with cameras in the public mind, that’s the business of our affiliate, Leica Camera. Leica Microsystems, on the other hand, embraces the vision “From Eye to Insight,” and has been engaged in the manufacturing and sales of optical microscopes for over 170 years. We provide a wide range of microscopes, from units utilized in general business settings to advanced models used in universities and hospitals.

 – Could you also share about your role within the company?

Yakura: I serve as the sales manager for the industrial business division, primarily handling sales to manufacturing companies, and also handling marketing tasks on the side. As the main sales manager, my responsibilities include managing the sales team, overseeing key performance indicators (KPIs), and fostering a conducive team environment. Since there isn’t a dedicated marketing role, I also handle a variety of marketing tasks, such as advertising and content creation.

Choosing Metoree to Boost Website Traffic

– Before listing on Metoree, how did you generate inquiries?

Yakura: Before the pandemic, we used to obtain leads through offline events and exhibitions, and we also placed ads both offline and online. Being unable to hold events due to the pandemic was also a major factor, but considering the return on investment, the company decided to try focusing on online lead acquisition.

We are uniquely operating our own website as a Japanese corporation among foreign-affiliated companies. Although I handle marketing tasks alongside my primary responsibilities since we don’t have dedicated marketing personnel, we tried to increase traffic and generate leads by enhancing the content on our website.

– What challenges did you face?

Yakura: There were two main challenges. The first was the lack of resources for continuous content creation. As I mentioned earlier, I was handling marketing in addition to my primary role, with no dedicated personnel for marketing. This made it difficult to consistently create appealing content.

The second challenge was the inability to increase traffic. Although running our own website gave us the freedom to expand our content, the lack of resources prevented us from implementing SEO strategies. So despite putting out more content, we were unable to boost traffic to our site.

– How did the decision to advertise come about?

Yakura: We had been placing ads both offline and through Google’s ad listings. However, resource constraints were affecting operations and we weren’t acquiring new customers. It was around this time we were introduced to Metoree by an affiliate.

Metoree has a strong standing in SEO, and even then, was already ranking high on search engines like Google for keywords related to optical microscopes. Since increasing website traffic was a major challenge, we decided to list on Metoree to try to boost traffic.

 Acquiring 10% of Monthly Inquiries Through Metoree

– With other advertising options available, why did you choose Metoree?

Yakura: While we did consider advertising on other platforms, the biggest deciding factors were the ease and speed of listing on Metoree. Given that I am handling marketing tasks on top of my main responsibilities, creating and continuously updating content is both time-consuming and labor-intensive. Generally, it takes several months to get an article published and verified.

Metoree stood out as a platform where all we needed to do was prepare a link, a banner, and text describing the product, and we could easily run the listing within one to three days of making the decision. Additionally, Metoree itself is well-optimized for SEO, with many product pages ranking high on Google. This meant that we didn’t have to create content ourselves, making it manageable even for someone with dual responsibilities like me. So, we decided to go with Metoree.

– What changes did you see after listing?

Yakura: After listing on Metoree, traffic to our homepage increased and, now, 10% of our monthly inquiries come from Metoree. Compared to listing ads, more of the inquiries seem to be from our target customers.

Listing ads didn’t seem to do a great job of reaching our target demographic. Since Metoree is a specialized comparison platform for industrial products, it provides a certain level of filtering, so more of the inquiries are from our target customers.

Yakura: There were two main challenges. The first was the lack of resources for continuous content creation. As I mentioned earlier, I was handling marketing in addition to my primary role, with no dedicated personnel for marketing. This made it difficult to consistently create appealing content.

The second challenge was the inability to increase traffic. Although running our own website gave us the freedom to expand our content, the lack of resources prevented us from implementing SEO strategies. So despite putting out more content, we were unable to boost traffic to our site.

The Benefit of an Easy Start

– For those considering listing on Metoree, what type of challenges is it a good fit for?

Yakura: I believe the number one benefit of Metoree is how easy it is to get started and get a significant boost in inbound traffic. I have been able to manage it for about two years while juggling marketing tasks alongside my main responsibilities. So I would recommend it for anyone who is handling multiple roles and cannot dedicate all of their time to their company’s SEO strategy, or for those who are managing marketing tasks in addition to other duties.

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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.

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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.

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